Guatemala

Demand for skin care products continued to rise in Guatemala in 2023, despite the price hikes seen for the second consecutive year. Overall category growth was solid in both volume and current value terms. Guatemalans, especially in the middle- and…

Oral care in Guatemala saw prices hikes in 2023, though volume sales growth was stable while current value sales saw rapid rises. Most Guatemalans are not willing to change their oral hygiene practices despite having to pay higher prices for products…

While surface care registered double-digit percentage value growth, volume was more muted and was partly supported by continuing population growth. While multi-purpose cleaners continued to account for most value sales, bathroom cleaners were the…

Polishes are typically consumed by a relatively small proportion of the population in Guatemala, led by shoe and furniture polishes. These products are not seen as household essentials by most in the country and given the high rates of poverty, these…

Hair care in Guatemala remained sensitive to price rises in 2023, with shampoos especially feeling the impact. Shampoos are widely used in Guatemala and the market is home to an extensive range of options and large number of brands, offering diverse…

Retail tissue in Guatemala registered healthy volume growth, though constant value growth was more modest, as continuing rising prices cut into profitability. Consumers were highly price sensitive, though also looked for quality. Charmin touted its…

Volume growth in toilet care was muted. Two factors led to the muted growth. With the pandemic having passed, there was less frenetic cleaning. In addition, with inflation still being relatively high, consumers traded down as much as possible and…

Home care registered healthy current value growth, though constant value and volume growth was more muted, as inflation still continued to be an issue, though price rises eased. Political instability rising from the 2023 election also created a…

Deodorants in Guatemala rose faster in 2023 than it did in the previous year, in terms of both volume and current value sales. The category is hugely dominated by mass products, with premium presence being insignificant. Over 2022 and 2023 prices…

Menstrual care in Guatemala registered modest constant value and volume growth in 2023, in spite of continuing rising prices. Continuing population growth supported volume growth. That being said, a large proportion of the population still cannot…