Air Care in Guatemala

PROSPECTS

Great Value from Wal-Mart Centroamerica brings dynamism to category

Air care in Guatemala is characterised by a wide product portfolio, but standard sprays are the most popular products, as they are sold at accessible unit prices and cater to a wider consumer base. There is also a product portfolio of expensive air care products, such as plug-ins, that cater to the upper end of the market mainly through modern channel retailers.

Category leaders maintain large product selections

Leading air care brands such as Glade and Air Wick have large product portfolios of different products that target specific uses. For example, they have gel air fresheners that are ideal for small spaces, candles for aroma therapy, plug-ins for bathrooms and sprays to remove odours.

Scents drive enthusiasm

There is a wide variety of fragrances available in air care throughout the year. Natural scents, such as lavender, tropical, flowers and French vanilla are the most common.

COMPETITIVE LANDSCAPE

SC Johnson de Centroamerica remains category leader

SC Johnson de Centroamerica SA remained the leader in air care in 2018 with its leading brand Glade. The brand has a wide product portfolio 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 usually follows international trends

Since the strongest brands in air care are imported international brands such as Glade, Air Wick and Febreze, innovation usually responds to international trends. New product launches, however, are more common in their standard-premium products, since they cater to a more affluent consumer base.

International brands lead category

As mentioned before, air care is led by international brands such as Glade, Air Wick, Febreze and Renuzit. These brands have large product portfolios, and usually have economy products such as sprays/aerosols to cater to the lower end of the market, and more sophisticated products as the economy improves.

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