Household Care in Guatemala
Euromonitor International's Household Care 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: 69 | Publication date: Jun 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
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Increased Consumer Spending Contributes to Positive Performance
In 2008, increased consumer spending contributed to the overall positive performance of household care in Guatemala. Consumers in the provinces experienced higher disposable incomes (partly due to remittances sent from abroad), which boosted their spending on household care. Despite worldwide speculation on economic issues, lower-income consumers continued to purchase larger quantities of basic household care products. In urban centres, upper-income consumers increased their spending on added-value products.
Laundry Care Drives Value Growth and Innovation
Laundry care continued to drive value growth of household care in 2008, accounting for more than half of total value sales. Laundry care is an essential part of the household routine, and Guatemalan consumers continued to spend a healthy proportion of their budgets on standard, as well as more specialised, laundry care products. Increased spending on added-value products was also seen in other, non-essential, household care sectors, including air care, surface care and toilet care products. Higher consumption of added-value or non-essential products always begins among upper-income urban households, with a subsequent trickle-down effect to middle-income consumers.
Private Label Gains Importance
Private label continued to gain importance in 2008, competing against leading players by means of discounting and low-pricing strategies. Well-known domestic manufacturers, such as Industria La Popular SA and Isthme SA, manufacture private label lines for Wal-Mart Centroamerica. The retailer sells the products in its supermarkets/hypermarkets chains, which cover every important city in Guatemala.
Grocery Retailers Account for the Majority of Value Sales
Grocery retailers, comprising supermarkets/hypermarkets and independent small grocers, is the main distribution channel for household care in Guatemala. Wal-Mart Centroamerica advanced in 2008 by opening more supermarkets in rural, provincial areas. This had a negative impact on independent small grocers, which accounted for 33% of household care value sales in 2008.
Innovation and Product Segmentation Will Continue to Drive Value Growth
Household care in Guatemala will continue to grow over the forecast period, mainly due to expansion and segmentation in dishwashing products, surface care and air care. As disposable incomes continue to rise throughout the country, provincial, lower-income consumers will be able to acquire basic household care products that were previously excluded from their budgets, boosting volume sales. Upper-income urban consumers will push for greater product innovation in terms of added value. With greater purchasing power, consumers will expect, and be able to afford, greater sophistication from their purchases. Manufacturers are expected to continue innovating and catering to specific consumer demands, introducing increasingly specialised products with added-value-benefits.
Table of contents
HOUSEHOLD CARE IN GUATEMALA : MARKET INSIGHT
EXECUTIVE SUMMARY
Increased Consumer Spending Contributes to Positive Performance
Laundry Care Drives Value Growth and Innovation
Private Label Gains Importance
Grocery Retailers Account for the Majority of Value Sales
Innovation and Product Segmentation Will Continue to Drive Value Growth
MARKET INDICATORS
Table 1 Households 2003-2008
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2003-2008
Table 3 Sales of Household Care by Sector: % Value Growth 2003-2008
Table 4 Household Care Company Shares 2004-2008
Table 5 Household Care Brand Shares 2005-2008
Table 6 Penetration of Private Label by Sector 2003-2008
Table 7 Sales of Household Care by Distribution Format: % Analysis 2003-2008
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2008
Table 9 Forecast Sales of Household Care by Sector: Value 2008-2013
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Summary - Research Sources
LOCAL COMPANY PROFILES - GUATEMALA
INDUSTRIA LA POPULAR SA - HOUSEHOLD CARE - GUATEMALA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Summary - Industria La Popular SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Summary - Industria La Popular SA: Competitive Position 2008
LAUNDRY CARE IN GUATEMALA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2003-2008
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2003-2008
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2003-2008
Table 14 Sales of Laundry Detergents by Type: Value 2003-2008
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2003-2008
Table 16 Sales of Laundry Aids by Type: Value 2003-2008
Table 17 Sales of Laundry Aids by Type: % Value Growth 2003-2008
Table 18 Laundry Care Company Shares 2004-2008
Table 19 Laundry Care Brand Shares 2005-2008
Table 20 Laundry Detergents Company Shares 2004-2008
Table 21 Laundry Detergents Brand Shares 2005-2008
Table 22 Forecast Sales of Laundry Care by Subsector: Value 2008-2013
Table 23 Forecast Sales of Laundry Care by Subsector: % Value Growth 2008-2013
DISHWASHING PRODUCTS IN GUATEMALA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 24 Household Penetration of Dishwashers 2003-2008
SECTOR DATA
Table 25 Sales of Dishwashing Products by Subsector: Value 2003-2008
Table 26 Sales of Dishwashing Products by Subsector: % Value Growth 2003-2008
Table 27 Dishwashing Products Company Shares 2004-2008
Table 28 Dishwashing Products Brand Shares 2005-2008
Table 29 Forecast Sales of Dishwashing Products by Subsector: Value 2008-2013
Table 30 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2008-2013
SURFACE CARE IN GUATEMALA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 31 Sales of Surface Care by Subsector: Value 2003-2008
Table 32 Sales of Surface Care by Subsector: % Value Growth 2003-2008
Table 33 Surface Care Company Shares 2004-2008
Table 34 Surface Care Brand Shares 2005-2008
Table 35 Forecast Sales of Surface Care by Subsector: Value 2008-2013
Table 36 Forecast Sales of Surface Care by Subsector: % Value Growth 2008-2013
CHLORINE BLEACH IN GUATEMALA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 37 Sales of Chlorine Bleach: Value 2003-2008
Table 38 Sales of Chlorine Bleach: % Value Growth 2003-2008
Table 39 Chlorine Bleach Company Shares 2004-2008
Table 40 Chlorine Bleach Brand Shares 2005-2008
Table 41 Forecast Sales of Chlorine Bleach: Value 2008-2013
Table 42 Forecast Sales of Chlorine Bleach: % Value Growth 2008-2013
TOILET CARE PRODUCTS IN GUATEMALA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 43 Sales of Toilet Care Products by Subsector: Value 2003-2008
Table 44 Sales of Toilet Care Products by Subsector: % Value Growth 2003-2008
Table 45 Toilet Care Products Company Shares 2004-2008
Table 46 Toilet Care Products Brand Shares 2005-2008
Table 47 Forecast Sales of Toilet Care Products by Subsector: Value 2008-2013
Table 48 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2008-2013
POLISHES IN GUATEMALA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 49 Sales of Polishes by Subsector: Value 2003-2008
Table 50 Sales of Polishes by Subsector: % Value Growth 2003-2008
Table 51 Polishes Company Shares 2004-2008
Table 52 Polishes Brand Shares 2005-2008
Table 53 Forecast Sales of Polishes by Subsector: Value 2008-2013
Table 54 Forecast Sales of Polishes by Subsector: % Value Growth 2008-2013
AIR CARE IN GUATEMALA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 55 Sales of Air Care by Subsector: Value 2003-2008
Table 56 Sales of Air Care by Subsector: % Value Growth 2003-2008
Table 57 Air Care Company Shares 2004-2008
Table 58 Air Care Brand Shares 2005-2008
Table 59 Forecast Sales of Air Care by Subsector: Value 2008-2013
Table 60 Forecast Sales of Air Care by Subsector: % Value Growth 2008-2013
INSECTICIDES IN GUATEMALA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 61 Sales of Insecticides by Subsector: Value 2003-2008
Table 62 Sales of Insecticides by Subsector: % Value Growth 2003-2008
Table 63 Insecticides Company Shares 2004-2008
Table 64 Insecticides Brand Shares 2005-2008
Table 65 Forecast Sales of Insecticides by Subsector: Value 2008-2013
Table 66 Forecast Sales of Insecticides by Subsector: % Value Growth 2008-2013