Adult incontinence is still a very small tissue and hygiene category in Guatemala and in 2016 it registered retail value sales of just GTQ28 million, the result of 8% value growth in current terms. The category is showing strong growth mainly due to innovation, which is making products more efficient and more comfortable, along with the wider selection of products available in the category.
SCA Consumidor SA leads adult incontinence in Guatemala with a retail value share of 39% in 2016. Its leading brand Tena offers a wide portfolio of adult incontinence products in both light adult incontinence and moderate/heavy adult incontinence and its performance continues to benefit from its strong distribution and high consumer recognition of the Tena brand.
Adult incontinence is expected to increase in value at a CAGR of 4% at constant 2016 prices over the forecast period, with sales set to reach GTQ33 million by 2021. Growth in the category is expected to be driven by adults having more active lifestyles and not wanting to let their incontinence issues slow them down. Increased penetration due to the presence of more discrete and more efficient products, is also expected to drive sales in the category during the forecast period.
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Understand the latest market trends and future growth opportunities for the Incontinence industry in Guatemala with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Incontinence research and analysis database.
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