Air Care in Guatemala

PROSPECTS

Great Value brand invigorates air care

Air care in Guatemala is characterised by a wide product portfolio. Spray/aerosol air fresheners continued to account for the majority share of air care in both volume and current value terms in 2019, and also recorded the highest growth rate.

Added-value benefits boost value sales in air care

Leading air care brands such as Glade and Air Wick enjoy extensive product ranges targeting several specific uses. For example, both brands offer gel air fresheners designed for small spaces, candles that deliver the benefits of aromatherapy, plug-in air fresheners specifically for bathrooms and sprays to tackle odours.

Rising demand for natural scents forecast to be key growth driver

There is a wide variety of fragrances available in air care throughout the year. Floral scents are popular with consumers, along with lavender, tropical and vanilla.

COMPETITIVE LANDSCAPE

SC Johnson maintains leadership of air care

SC Johnson de Centroamerica SA remained the leader in air care in 2019, with its Glade brand in the number one brand position. The Glade line is extensive, ranging from standard and affordable products such as spray/aerosol cans to more sophisticated products such as plug-ins, car air fresheners and scented candles.

Innovation in air care is line with international trends

The Febreze brand from Procter & Gamble Interamericas de Guatemala Ltd showed the most vigorous growth in 2019, maintaining its position as one of the top three brands in air care. Imported brands are the most active brands in air care and continue to hold the majority of value share.

Domestic brands struggle to compete against multinationals

Domestic brands active in air care in Guatemala include Don 'Clin from Alfredo Herbruger Jr & Co Ltda. The brand offers mainly economy air care sprays and aerosols and is the only domestic brand with a notable presence in air care.

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