Baby and Child-Specific Products in Guatemala

PROSPECTS

Coprodisa imports Fisher Price baby-specific toiletries

In 2017, two new brands were seen in baby and child-specific products: Dove Baby (Unilever de Centroamérica) and Fisher Price (Coprodisa). Both brands have wide product portfolios, containing products such as baby shampoo, shower gel, body cream, talcum powder and cologne.

Nappy (diaper) rash treatments registers the strongest growth

During 2017, nappy (diaper) rash treatments recorded the fastest current value growth within baby and child-specific products. These products continued to gain relevance, because they are aimed at preventing a common condition in babies that parents consider a priority for treatment.

Disposable incomes influence the use of baby and child-specific products

There is a certain alignment of baby and child-specific products with the consumption of general skin care, hair care and sun care products, along with growth in disposable incomes. For example, if adults become increasingly aware of the relevance of protecting their own skin from the sun, it is likely that they will also begin to purchase baby and child-specific sun care products.

COMPETITIVE LANDSCAPE

Johnson & Johnson Guatemala leads baby and child-specific products

Johnson & Johnson Guatemala led baby and child-specific products in the country in value terms in 2017. Its Johnson’s Baby brand benefits from very strong loyalty, along with a large product portfolio containing products such as shampoo, body wash, body cream, oils, cologne and insect repellent in different sizes, which allows it to reach a wide consumer base.

Mass brands dominate

Mass brands such as Johnson’s Baby, Huggies and Ricitos de Oro continue to gain relevance amongst the middle- to lower-income consumer groups, due to their affordability, strong brand recognition and wide product portfolios. The premium segment in baby and child-specific products remains small, but has potential for growth.

Private label sales remain negligible

Private label sales remained negligible in baby and child-specific products in Guatemala in 2017, mainly because consumers prefer to buy the most expensive brand they can afford for their babies and children. This has become a strong barrier to entry for Wal-Mart de Centroamérica, which has the largest portfolio of private label lines in Guatemala.

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