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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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

Sustained growth expands the market

In 2007, the household care market in Guatemala performed above the growth rates experienced over the review period. Macroeconomic stability and steady growth allowed more consumers to diversify their consumption patterns and purchase cleaning products which had previously been financially out of reach for the majority of the Guatemalan population. Public investment in infrastructure not only provided a positive environment for foreign investment, but also led to a rise in the rate of household electrification. This generated greater demand for washing machines and dishwashers, which are vital for the household care market to mature.

Emerging demand for product segmentation

Laundry care, specifically powder detergents, continued to represent the majority of sales value in 2007. This reflects the economic limitations still prevalent amongst the majority of households in Guatemala. Price remained the primary purchasing determinant for consumers, and limited the growth of more sophisticated household care products. However, there was the emergence of a segment of the population increasingly demanding more mature products. These households are generally in the urban areas of the country.

The market is fragmented and competitive

Multinationals continued to lead the household care market in 2007. Their clout in terms of their ability to mobilise financial resources directed towards product distribution and promotion allowed them to maintain their market share. No single manufacturer made substantial gains in terms of company share in 2007. The market remained fragmented amongst a handful of multinationals and a few domestic firms who succeeded in a limited number of categories. There is no strong likelihood that a domestic manufacturer will emerge in the short term which will be able to compete in the existing market.

Consolidation of distribution continues

Supermarket/hypermarkets continued to lead the distribution of household care products. In 2007, over half of all retail value sales were through this channel. Supermarkets/hypermarkets provide convenience and low prices to consumers due to their ability to maintain high inventories of a variety of goods. The success of supermarkets/hypermarkets continued to negatively affect independent small grocers. Independent outlets conceded market share to supermarket/hypermarkets over the review period.

Growth through product development and innovation

The household care market will continue to expand over the forecast period, but at slower rates to those achieved over the review period. Macroeconomic stability will be vital for the success of the market, and the benefits of this stability will need to be appropriately invested in product development and innovation. This innovation and investment will largely rest on the shoulders of the multinationals, which have global market experience and the financial resources to effectively generate interest in the industry.

Table of contents

HOUSEHOLD CARE IN GUATEMALA : MARKET INSIGHT

EXECUTIVE SUMMARY

Sustained growth expands the market

Emerging demand for product segmentation

The market is fragmented and competitive

Consolidation of distribution continues

Growth through product development and innovation

MARKET INDICATORS

Table 1 Households 2002-2007

MARKET DATA

Table 2 Sales of Household Care by Sector: Value 2002-2007

Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007

Table 4 Household Care Company Shares 2003-2007

Table 5 Household Care Brand Shares 2004-2007

Table 6 Sales of Household Care by Distribution Format: % Analysis 2002-2007

Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2007

Table 8 Forecast Sales of Household Care by Sector: Value 2007-2012

Table 9 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012

DEFINITIONS

Sources

Summary 1 Research Sources

LAUNDRY CARE

Headlines

Trends

Competitive Landscape

Prospects

Sector Data

Table 10 Sales of Laundry Care by Subsector: Value 2002-2007

Table 11 Sales of Laundry Care by Subsector: % Value Growth 2002-2007

Table 12 Sales of Laundry Detergents by Type: Value 2002-2007

Table 13 Sales of Laundry Detergents by Type: % Value Growth 2002-2007

Table 14 Sales of Laundry Aids by Type: Value 2002-2007

Table 15 Sales of Laundry Aids by Type: % Value Growth 2002-2007

Table 16 Laundry Care Company Shares 2003-2007

Table 17 Laundry Care Brand Shares 2004-2007

Table 18 Laundry Detergents Company Shares 2003-2007

Table 19 Laundry Detergents Brand Shares 2004-2007

Table 20 Forecast Sales of Laundry Care by Subsector: Value 2007-2012

Table 21 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012

DISHWASHING PRODUCTS

Headlines

Trends

Competitive Landscape

Prospects

Sector Data

Table 22 Sales of Dishwashing Products by Subsector: Value 2002-2007

Table 23 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007

Table 24 Dishwashing Products Company Shares 2003-2007

Table 25 Dishwashing Products Brand Shares 2004-2007

Table 26 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012

Table 27 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012

SURFACE CARE

Headlines

Trends

Competitive Landscape

Prospects

Sector Data

Table 28 Sales of Surface Care by Subsector: Value 2002-2007

Table 29 Sales of Surface Care by Subsector: % Value Growth 2002-2007

Table 30 Surface Care Company Shares 2003-2007

Table 31 Surface Care Brand Shares 2004-2007

Table 32 Forecast Sales of Surface Care by Subsector: Value 2007-2012

Table 33 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012

CHLORINE BLEACH

Headlines

Trends

Competitive Landscape

Prospects

Sector Data

Table 34 Sales of Chlorine Bleach: Value 2002-2007

Table 35 Sales of Chlorine Bleach: % Value Growth 2002-2007

Table 36 Chlorine Bleach Company Shares 2003-2007

Table 37 Chlorine Bleach Brand Shares 2004-2007

Table 38 Forecast Sales of Chlorine Bleach: Value 2007-2012

Table 39 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012

TOILET CARE PRODUCTS

Headlines

Trends

Competitive Landscape

Prospects

Sector Data

Table 40 Sales of Toilet Care Products by Subsector: Value 2002-2007

Table 41 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007

Table 42 Toilet Care Products Company Shares 2003-2007

Table 43 Toilet Care Products Brand Shares 2004-2007

Table 44 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012

Table 45 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012

POLISHES

Headlines

Trends

Competitive Landscape

Prospects

Sector Data

Table 46 Sales of Polishes by Subsector: Value 2002-2007

Table 47 Sales of Polishes by Subsector: % Value Growth 2002-2007

Table 48 Polishes Company Shares 2003-2007

Table 49 Polishes Brand Shares 2004-2007

Table 50 Forecast Sales of Polishes by Subsector: Value 2007-2012

Table 51 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012

AIR CARE

Headlines

Trends

Competitive Landscape

Prospects

Sector Data

Table 52 Sales of Air Care by Subsector: Value 2002-2007

Table 53 Sales of Air Care by Subsector: % Value Growth 2002-2007

Table 54 Air Care Company Shares 2003-2007

Table 55 Air Care Brand Shares 2004-2007

Table 56 Forecast Sales of Air Care by Subsector: Value 2007-2012

Table 57 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012

INSECTICIDES

Headlines

Trends

Competitive Landscape

Prospects

Sector Data

Table 58 Sales of Insecticides by Subsector: Value 2002-2007

Table 59 Sales of Insecticides by Subsector: % Value Growth 2002-2007

Table 60 Forecast Sales of Insecticides by Subsector: Value 2007-2012

Table 61 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012

PROCTER & GAMBLE INTERAMERICAS INC

Strategic Direction

Key Facts

Summary 2 Procter & Gamble Interamericas Inc: Key Facts

Company Background

Production

Competitive Positioning

Summary 3 Procter & Gamble Interamericas Inc: Competitive Position 2007

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