Due to their relatively essential nature, baby and child-specific products were not strongly affected by the COVDI-19 pandemic. 2020 was a stable year in terms of sales, and in 2021 the category returned to its usual organic growth.
In 2021, Huggies launched its new line of baby care products, starting with two 200ml shampoos (chamomile and extra gentle). Later in the year, it introduced a 75 g bar soap with a natural vegetable base to avoid skin irritation and a nappy rash cream with almond oil.
Baby and child-specific products continued to be led by Johnson & Johnson in 2021. The player benefits from strong brand loyalty for Johnson’s Baby and offers a large portfolio of products that is popular amongst all income segments.
Baby and child-specific products is expected to continue growing at a stable rate over the forecast period, with growth supported by a large baby and child population (aged 0 – 11 years), which over the next five years will represent approximately 23% of the total population. Urbanisation should further drive sales going forward; urbanisation is an important agenda for the government, and it is aiming to increase the current 54% rate of the population living in urban areas.
Dermo-cosmetic brands, which are mostly available in drugstores and pharmacies in Guatemala, are expanding their portfolios and increasing their visibility with more dynamic advertising and promotional activity. Most companies promote their products directly to physicians for them to be recommended to patients.
Local mass brands, such as Oshi, Bebe Kent and Mimmo, are important and increasingly available in modern stores, as well as in drugstores and pharmacies. Local direct selling brands also offer a wide portfolio of baby and child- specific products.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Guatemala with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Baby Care industry in Guatemala, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Includes products for babies and toddlers aged 0-3 years and products for children under 11 years of age. Adult products with a secondary claim such as ‘suitable for children and sensitive skins’, are not included.See All of Our Definitions
This report originates from Passport, our Baby Care research and analysis database.
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