Due to the outbreak of COVID-19 in 2020, which boosted interest in health and wellness across the country, sales of bath and shower recorded double-digit value growth of 12% in 2020. This is compared to a much lower growth of 5% in 2019.
Sales through e-commerce grew during 2020, with some consumers turning to shop online. While many bath and shower products were available through essential distribution stores that remained open at all times, such as supermarkets, some consumers, especially those self-isolating, turned to e-commerce as a safer form of retailing.
Colgate-Palmolive increases its share in 2020, remaining the leading player on the landscape. The player benefits from its dominance of bar soap, with its popular brands Protex (including Protex for Men) and Palmolive Naturals.
Due to the increase in growth in 2020, bath and shower sales will cause a slight contraction in growth, with sales declining compared to the heightened growth caused by stockpiling. This stockpiling behaviour was also partnered with an increased interest in hygiene, leading to a rise in handwashing that bolstered 2020 sales.
Across the early forecast period, consumers will continue to use hand sanitiser as the threat of COVID-19 remains, and they are wary of the consequences of catching the virus. The alcohol content in many of these products negatively impacts the softness and hydration of the hand.
Across the forecast period, body wash/shower gel and intimate hygiene will lead value growth. These products appeal to more affluent consumers in the country, who will be trading up to products that they perceive to offer greater specific value in terms of format, convenience and personal hygiene.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Bath and Shower 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 Bath and Shower 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.
This report originates from Passport, our Bath and Shower research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page