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: 62 | Publication date: Nov 2007
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
Growth recovery continues
All sectors of the household care market achieved positive retail value growth in 2006. The revival in sales over the last few years of the review period was largely due to the economic recovery and relative political stability of the country. The positive environment for investment, particularly by foreign companies, has enabled household care to expand in key sectors through product development and innovation.
Growth possibilities in emerging sectors
The performance of household care remained in the hands of laundry care products in 2006. This sector accounted for almost two thirds of market value that year. Likewise, powder detergents dominated this sector in terms of value sales. The concentration of sales in household care in Guatemala is significant. There remain several sectors with vast growth potential, which offer opportunities for companies to enter the market.
Multinationals lead
The success of the industry was driven by classic brands that relied on name recognition. Multinationals continued to control household care through their ability to invest large financial resources in distribution and product promotion. Besides a few leading multinationals, the market remained fragmented and highly competitive. Some domestic firms succeeded in certain sectors. However, the majority lack the resources to compete.
Supermarkets/hypermarkets dominate distribution
In 2006 supermarkets/hypermarkets continued to lead in the distribution of household care products, accounting for just over half of the market’s retail value. The distribution channel provides convenience and low prices to consumers due to its ability to maintain high inventories of a variety of goods. However, its growing share over the review period was at the expense of independent food stores. Although it enjoyed some share gain in 2006, it lost market value share to supermarkets/hypermarkets throughout most of the review period.
Growth depends on stability
The recovery of sales of household care will continue over the forecast period. By 2011 the retail value of the market is expected to reach GTQ1,049 million. Product innovation and investment will induce this growth. This innovation and investment will be largely driven by multinationals, such as the introduction of stronger disinfectants and a wider variety of fragrances. However, steady growth depends on the stability and growth of the overall economy.
Market Indicators
Market Data
Table of contents
HOUSEHOLD CARE IN GUATEMALA : MARKET INSIGHT
EXECUTIVE SUMMARY
Growth recovery continues
Growth possibilities in emerging sectors
Multinationals lead
Supermarkets/hypermarkets dominate distribution
Growth depends on stability
Market Indicators
Table 1 Households 2001-2006
Market Data
Table 2 Sales of Household Care by Sector: Value 2001-2006
Table 3 Sales of Household Care by Sector: % Value Growth 2001-2006
Table 4 Household Care Company Shares 2002-2006
Table 5 Household Care Brand Shares 2003-2006
Table 6 Sales of Household Care by Distribution Format: % Analysis 2001/2006
Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2006
Table 8 Forecast Sales of Household Care by Sector: Value 2006-2011
Table 9 Forecast Sales of Household Care by Sector: % Value Growth 2006-2011
DEFINITIONS
LAUNDRY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Indicators
Table 10 Household Penetration of Washing Machines 2001-2006
Sector Data
Table 11 Sales of Laundry Care by Subsector: Value 2001-2006
Table 12 Sales of Laundry Care by Subsector: % Value Growth 2001-2006
Table 13 Sales of Laundry Detergents by Type: Value 2001-2006
Table 14 Sales of Laundry Detergents by Type: % Value Growth 2001-2006
Table 15 Sales of Laundry Aids by Type: Value 2001-2006
Table 16 Sales of Laundry Aids by Type: % Value Growth 2001-2006
Table 17 Laundry Care Company Shares 2002-2006
Table 18 Laundry Care Brand Shares 2003-2006
Table 19 Laundry Detergents Company Shares 2002-2006
Table 20 Laundry Detergents Brand Shares 2003-2006
Table 21 Forecast Sales of Laundry Care by Subsector: Value 2006-2011
Table 22 Forecast Sales of Laundry Care by Subsector: % Value Growth 2006-2011
DISHWASHING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 23 Sales of Dishwashing Products by Subsector: Value 2001-2006
Table 24 Sales of Dishwashing Products by Subsector: % Value Growth 2001-2006
Table 25 Dishwashing Products Company Shares 2002-2006
Table 26 Dishwashing Products Brand Shares 2003-2006
Table 27 Forecast Sales of Dishwashing Products by Subsector: Value 2006-2011
Table 28 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2006-2011
SURFACE CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 29 Sales of Surface Care by Subsector: Value 2001-2006
Table 30 Sales of Surface Care by Subsector: % Value Growth 2001-2006
Table 31 Forecast Sales of Surface Care by Subsector: Value 2006-2011
Table 32 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011
CHLORINE BLEACH
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 33 Sales of Chlorine Bleach: Value 2001-2006
Table 34 Sales of Chlorine Bleach: % Value Growth 2001-2006
Table 35 Chlorine Bleach Company Shares 2002-2006
Table 36 Chlorine Bleach Brand Shares 2003-2006
Table 37 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 38 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 39 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 40 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 41 Toilet Care Products Company Shares 2002-2006
Table 42 Toilet Care Products Brand Shares 2003-2006
Table 43 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 44 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 45 Sales of Polishes by Subsector: Value 2001-2006
Table 46 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 47 Polishes Company Shares 2002-2006
Table 48 Polishes Brand Shares 2003-2006
Table 49 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 50 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 51 Sales of Air Care by Subsector: Value 2001-2006
Table 52 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 53 Air Care Company Shares 2002-2006
Table 54 Air Care Brand Shares 2003-2006
Table 55 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 56 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 57 Sales of Insecticides by Subsector: Value 2001-2006
Table 58 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 59 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 60 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011
PROCTER & GAMBLE INTERAMERICAS INC
Strategic Direction
Key Facts
Summary 1 Procter & Gamble Interamericas Inc: Key Facts
Company Background
Production
Competitive Positioning
Summary 2 Procter & Gamble Interamericas Inc: Competitive Position 2006