Cosmetics And Toiletries in Guatemala
Euromonitor International's Cosmetics And Toiletries in Guatemala market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 114 | Publication date: May 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Oral hygiene excl power toothbrushes; Premium cosmetics; Skin care; Sun care
Executive summary
Expanding consumer base and expanding consumption of cosmetics and toiletries
Cosmetics and toiletries continued its strong performance in 2008. An expanding consumer base pushed up sales, as more consumers were now more than ever positioned in the market for cosmetics and toiletries products. Traditional products such as toothpaste, shampoo and colour cosmetics continued to drive value sales in the market. Products otherwise regarded as “luxury”, such as fragrances, also accounted for an important proportion of value sales of cosmetics and toiletries. The overall cosmetics and toiletries market was not as affected by unforeseen inflation rates as were many other consumer goods markets. Overall, value sales in the market grew by double digits, capitalising on product innovation and specialisations launched during the review period.
Growth through specialisation
Cosmetics and toiletries in Guatemala continued to become more specialised in 2008. Manufacturers, both international and domestic, have come to realise that consumers are becoming ever more demanding and more educated when it comes to personal care, not to mention more financially capable of affording these products. Specialised sun care products for babies, specific task-performing toothpaste, and a wider variety of long term hair removal products are just a few examples of the level of specialisation that the market is experiencing; enabling companies to tap into market niches and higher disposable incomes.
Market dominated by multinationals
With half a dozen multinational manufacturers competing for leadership, the cosmetics and toiletries market in Guatemala leaves little room for domestic companies to stand out. Higher marketing budgets and international recognition of brands played a huge role in the decision making process in 2008. Globalisation reinforced international brand positioning in consumers’ minds, and this translated into higher demand for brand names and quality products. However, some domestic companies, such as Scentia Perfumeria SA have proven to be fierce competition for multinationals, by applying similar marketing strategies, especially through direct selling.
Direct selling - a viable distribution option
Direct selling continued to gain ground in terms of product distribution in 2008. Companies have found that consumers are willing to be reached at home, school or at work and receive personalised attention, whilst being able to purchase products at a lower retail price. According to industry sources, direct selling “consultants” visit consumers an average of two to four times a month; introducing new products whilst picking up valuable market insight data into preferences and expectations, as consumers give direct feedback during consultations.
Growth through innovation
The expected performance in the forecast period will rely on a stable and expanding consumer base and disposable income levels, as well as product innovation to meet consumer demands. Many categories in cosmetics and toiletries are still emerging, and depend on innovation, offers and effective distribution to attract consumers. It is expected that if remittances from abroad keep injecting higher levels of disposable income into middle and low income households, levels of consumer sophistication will continue to rise, and demand for products otherwise regarded as “luxury” will begin their journey towards staple products in many households.
Table of contents
COSMETICS AND TOILETRIES IN GUATEMALA : MARKET INSIGHT
EXECUTIVE SUMMARY
Expanding consumer base and expanding consumption of cosmetics and toiletries
Growth through specialisation
Market dominated by multinationals
Direct selling - a viable distribution option
Growth through innovation
MARKET INDICATORS
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2003-2008
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2003-2008
Table 3 Sales of Premium Cosmetics by Sector: Value 2003-2008
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2003-2008
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2004-2008
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2004-2008
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2005-2008
Table 8 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2003-2008
Table 9 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2008
Table 10 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2008-2013
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2008-2013
Table 12 Forecast Sales of Premium Cosmetics by Sector: Value 2008-2013
Table 13 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2008-2013
APPENDIX
Gift Sets
DEFINITIONS
Summary 1 Research Sources
BABY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 14 Sales of Baby Care by Subsector: Value 2003-2008
Table 15 Sales of Baby Care by Subsector: % Value Growth 2003-2008
Table 16 Baby Care Premium Vs Mass % Analysis 2003-2008
Table 17 Baby Care Company Shares by Retail Value 2004-2008
Table 18 Baby Care Brand Shares by Retail Value 2005-2008
Table 19 Baby Sun Care Brand Shares by Retail Value 2005-2008
Table 20 Forecast Sales of Baby Care by Subsector: Value 2008-2013
Table 21 Forecast Sales of Baby Care by Subsector: % Value Growth 2008-2013
Table 22 Forecast Baby Care Premium Vs Mass % Analysis 2008-2013
BATH AND SHOWER PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 23 Sales of Bath and Shower Products by Subsector: Value 2003-2008
Table 24 Sales of Bath and Shower Products by Subsector: % Value Growth 2003-2008
Table 25 Bath and Shower Products Premium Vs Mass % Analysis 2003-2008
Table 26 Bath and Shower Products Company Shares by Retail Value 2004-2008
Table 27 Bath and Shower Products Brand Shares by Retail Value 2005-2008
Table 28 Forecast Sales of Bath and Shower Products by Subsector: Value 2008-2013
Table 29 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2008-2013
Table 30 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2008-2013
DEODORANTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 31 Sales of Deodorants by Subsector: Value 2003-2008
Table 32 Sales of Deodorants by Subsector: % Value Growth 2003-2008
Table 33 Deodorants Premium Vs Mass % Analysis 2003-2008
Table 34 Deodorants Company Shares by Retail Value 2004-2008
Table 35 Deodorants Brand Shares by Retail Value 2005-2008
Table 36 Forecast Sales of Deodorants by Subsector: Value 2008-2013
Table 37 Forecast Sales of Deodorants by Subsector: % Value Growth 2008-2013
Table 38 Forecast Deodorants Premium Vs Mass % Analysis 2008-2013
HAIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 39 Sales of Hair Care by Subsector: Value 2003-2008
Table 40 Sales of Hair Care by Subsector: % Value Growth 2003-2008
Table 41 Hair Care Premium Vs Mass % Analysis 2003-2008
Table 42 Sales of Styling Agents by Type: % Value Breakdown 2005-2008
Table 43 Hair Care Company Shares by Retail Value 2004-2008
Table 44 Hair Care Brand Shares by Retail Value 2005-2008
Table 45 Salon Hair Care Company Shares by Retail Value 2004-2008
Table 46 Salon Hair Care Brand Shares by Retail Value 2005-2008
Table 47 Hair Care Premium Brand Shares 2005-2008
Table 48 Forecast Sales of Hair Care by Subsector: Value 2008-2013
Table 49 Forecast Sales of Hair Care by Subsector: % Value Growth 2008-2013
Table 50 Forecast Hair Care Premium Vs Mass % Analysis 2008-2013
COLOUR COSMETICS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 51 Sales of Colour Cosmetics by Subsector: Value 2003-2008
Table 52 Sales of Colour Cosmetics by Subsector: % Value Growth 2003-2008
Table 53 Colour Cosmetics Premium Vs Mass % Analysis 2003-2008
Table 54 Colour Cosmetics Company Shares by Retail Value 2004-2008
Table 55 Colour Cosmetics Brand Shares by Retail Value 2005-2008
Table 56 Colour Cosmetics Premium Brand Shares 2005-2008
Table 57 Forecast Sales of Colour Cosmetics by Subsector: Value 2008-2013
Table 58 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2008-2013
Table 59 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2008-2013
MEN’S GROOMING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 60 Sales of Men's Grooming Products by Subsector: Value 2003-2008
Table 61 Sales of Men's Grooming Products by Subsector: % Value Growth 2003-2008
Table 62 Sales of Men's Razors and Blades by Type: % Value Breakdown 2005-2008
Table 63 Men's Grooming Products Company Shares by Retail Value 2004-2008
Table 64 Men's Grooming Products Brand Shares by Retail Value 2005-2008
Table 65 Men's Razors and Blades Brand Shares by Retail Value 2005-2008
Table 66 Forecast Sales of Men's Grooming Products by Subsector: Value 2008-2013
Table 67 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2008-2013
ORAL HYGIENE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 68 Sales of Oral Hygiene by Subsector: Value 2003-2008
Table 69 Sales of Oral Hygiene by Subsector: % Value Growth 2003-2008
Table 70 Sales of Manual and Power Toothbrushes by Type: Value 2003-2008
Table 71 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2003-2008
Table 72 Sales of Toothpaste by Type: % Value Breakdown 2005-2008
Table 73 Oral Hygiene Company Shares by Retail Value 2004-2008
Table 74 Oral Hygiene Brand Shares by Retail Value 2005-2008
Table 75 Forecast Sales of Oral Hygiene by Subsector: Value 2008-2013
Table 76 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2008-2013
Table 77 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2008-2013
Table 78 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2008-2013
FRAGRANCES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 79 Sales of Fragrances by Subsector: Value 2003-2008
Table 80 Sales of Fragrances by Subsector: % Value Growth 2003-2008
Table 81 Fragrances Premium Vs Mass % Analysis 2003-2008
Table 82 Fragrances Company Shares by Retail Value 2004-2008
Table 83 Fragrances Brand Shares by Retail Value 2005-2008
Table 84 Forecast Sales of Fragrances by Subsector: Value 2008-2013
Table 85 Forecast Sales of Fragrances by Subsector: % Value Growth 2008-2013
Table 86 Forecsast Fragrances Premium Vs Mass % Analysis 2008-2013
SKIN CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 87 Sales of Skin Care by Subsector: Value 2003-2008
Table 88 Sales of Skin Care by Subsector: % Value Growth 2003-2008
Table 89 Skin Care Premium Vs Mass % Analysis 2003-2008
Table 90 Skin Care Company Shares by Retail Value 2004-2008
Table 91 Skin Care Brand Shares by Retail Value 2005-2008
Table 92 Skin Care Premium Brand Shares 2005-2008
Table 93 Forecast Sales of Skin Care by Subsector: Value 2008-2013
Table 94 Forecast Sales of Skin Care by Subsector: % Value Growth 2008-2013
Table 95 Forecast Skin Care Premium Vs Mass % Analysis 2008-2013
DEPILATORIES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 96 Sales of Depilatories by Subsector: Value 2003-2008
Table 97 Sales of Depilatories by Subsector: % Value Growth 2003-2008
Table 98 Depilatories Company Shares by Retail Value 2004-2008
Table 99 Depilatories Brand Shares by Retail Value 2005-2008
Table 100 Forecast Sales of Depilatories by Subsector: Value 2008-2013
Table 101 Forecast Sales of Depilatories by Subsector: % Value Growth 2008-2013
SUN CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 102 Sales of Sun Care by Subsector: Value 2003-2008
Table 103 Sales of Sun Care by Subsector: % Value Growth 2003-2008
Table 104 Sun Care Premium Vs Mass % Analysis 2003-2008
Table 105 Sun Care Company Shares by Retail Value 2004-2008
Table 106 Sun Care Brand Shares by Retail Value 2005-2008
Table 107 Forecast Sales of Sun Care by Subsector: Value 2008-2013
Table 108 Forecast Sales of Sun Care by Subsector: % Value Growth 2008-2013
Table 109 Forecast Sun Care Premium Vs Mass % Analysis 2008-2013
INDUSTRIA LA POPULAR SA
Strategic Direction
Key Facts
Summary 2 Industria La Popular SA: Key Facts
Company Background
Production
Competitive Positioning
Summary 3 Industria La Popular SA: Competitive Position 2008
SCENTIA PERFUMERIA SA
Strategic Direction
Key Facts
Summary 4 Scentia Perfumeria SA: Key Facts
Company Background
Production
Competitive Positioning
Summary 5 Scentia Perfumeria SA: Competitive Position 2008