Executive Summary

Jun 2019
Beauty and personal care continues to grow, but at a slower rate

Beauty and personal care is a large and strong industry in Guatemala, with a wide variety of products, brands and sizes seen in the market. It is dominated by mass brands, with a large spectrum of products available, ranging from economy brands and products that cater to the lower-end of the market, usually with standard and low-priced products; standard brands and products that cater to the middle to upper-end of the market, to higher-priced mass brands that are promoted as premium products.

New international brands in the market

Guatemala is a country with two very different types of consumers. The first, which is also the largest, is the middle to lower-end of the market, with consumers having tight budgets and price playing a very important role in the products purchased and used.

Large product portfolios in the market

There are many companies competing in beauty and personal care in Guatemala, with both international and domestic companies present. International companies such as Colgate-Palmolive, Procter & Gamble, Belcorp and Avon tend to be more dynamic and are constantly introducing formula improvements and new products, and investing in marketing and promotional campaigns which allow them to create strong brand recognition and loyalty.

2018 new product launches

New product launches are constantly seen in beauty and personal care in Guatemala. Most tend to be formula improvements, usually introduced by leading brands in the market.

Globalisation will continue to set beauty and personal care trends

As globalisation continues to grow worldwide, and as consumers in Guatemala have more access to the internet and to the fashion and beauty trends seen in other countries, such as the US and Mexico, players are expected to respond quickly to these trends and launch more products that respond to these global needs. Large multinational companies are expected to benefit the most from these trends, as they tend to have large investment budgets for research, development and marketing campaigns, which now capture a global consumer base.

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Beauty and Personal Care in Guatemala

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Overview

Discover the latest market trends and uncover sources of future market growth for the Beauty and Personal Care industry in Guatemala with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Beauty and Personal Care industry in Guatemala, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Guatemala for free (where applicable):

The Beauty and Personal Care in Guatemala market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Beauty and Personal Care in Guatemala?
  • What are the major brands in Guatemala?
  • How are sales of mass versus premium beauty products evolving?
  • What are the key shifts in retail channel distribution?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Beauty and Personal Care in Guatemala

EXECUTIVE SUMMARY

Beauty and personal care continues to grow, but at a slower rate
New international brands in the market
Large product portfolios in the market
2018 new product launches
Globalisation will continue to set beauty and personal care trends

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in Guatemala

HEADLINES

PROSPECTS

Population growth drives sales
Brand extensions increase the competition
Growth rates slow in 2018

COMPETITIVE LANDSCAPE

Johnson & Johnson Guatemala leads baby and child-specific products
New brands are constantly seen in the market
A private label line enters baby and child-specific products

CATEGORY DATA

Table 10 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 11 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 12 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 13 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 14 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 15 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2015-2018
Table 16 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 17 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 18 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Bath and Shower in Guatemala

HEADLINES

PROSPECTS

Bar soap remains the largest category
Body wash/shower gel registers the strongest value growth
Innovation trends

COMPETITIVE LANDSCAPE

Colgate-Palmolive Guatemala leads bath and shower
The presence of both international and domestic brands
Intimate washes is the newest category

CATEGORY DATA

Table 19 Sales of Bath and Shower by Category: Value 2013-2018
Table 20 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 21 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 22 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 23 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 24 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 25 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 26 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Colour Cosmetics in Guatemala

HEADLINE

PROSPECTS

New international brands are seen in colour cosmetics
International trends lead innovation
Strong growth is expected

COMPETITIVE LANDSCAPE

Belcorp Guatemala leads colour cosmetics
Domestic brands have strong penetration
Social media is a major influencer in colour cosmetics

CATEGORY DATA

Table 27 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 28 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 29 Sales of Colour Cosmetics by Premium vs Mass: % Value 2013-2018
Table 30 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 31 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 32 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 33 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 34 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
Table 35 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2018-2023

Deodorants in Guatemala

HEADLINES

PROSPECTS

Promotions drive sales in deodorants
Value-added benefits drive sales
Mass brands dominate

COMPETITIVE LANDSCAPE

Colgate-Palmolive continues to lead deodorants
Direct selling companies play an important role in promoting the use of deodorants
Deodorants and fragrances merge their products

CATEGORY DATA

Table 36 Sales of Deodorants by Category: Value 2013-2018
Table 37 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 38 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 39 NBO Company Shares of Deodorants: % Value 2014-2018
Table 40 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 41 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 42 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 43 Forecast Sales of Deodorants by Premium vs Mass: % Value 2018-2023

Depilatories in Guatemala

HEADLINES

PROSPECTS

Razors and blades most dynamic
Innovation is constantly seen in product developments
Modern grocery retailers leads sales of depilatories

COMPETITIVE LANDSCAPE

Procter & Gamble continues to lead depilatories
Promotions are seen
International brands dominate

CATEGORY DATA

Table 44 Sales of Depilatories by Category: Value 2013-2018
Table 45 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 46 NBO Company Shares of Depilatories: % Value 2014-2018
Table 47 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 48 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 49 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Fragrances in Guatemala

HEADLINES

PROSPECTS

Fragrances remains an active category
New product launches maintain activity in fragrances
Promotions are constantly seen in fragrances

COMPETITIVE LANDSCAPE

Scentia Perfumeria leads fragrances
Perco remains strong in second place
Direct selling and beauty specialist retailers are the strongest channels

CATEGORY DATA

Table 50 Sales of Fragrances by Category: Value 2013-2018
Table 51 Sales of Fragrances by Category: % Value Growth 2013-2018
Table 52 NBO Company Shares of Fragrances: % Value 2014-2018
Table 53 LBN Brand Shares of Fragrances: % Value 2015-2018
Table 54 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
Table 55 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
Table 56 Forecast Sales of Fragrances by Category: Value 2018-2023
Table 57 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023

Hair Care in Guatemala

HEADLINES

PROSPECTS

Constant innovation and formula improvements are seen in hair care
Men’s hair care is growing
Premium hair care continues to grow

COMPETITIVE LANDSCAPE

Procter & Gamble continues to lead hair care
Products to meet all needs
International brands are expected to remain stronger

CATEGORY DATA

Table 58 Sales of Hair Care by Category: Value 2013-2018
Table 59 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 60 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 61 NBO Company Shares of Hair Care: % Value 2014-2018
Table 62 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 63 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 64 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 65 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 66 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 67 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 68 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Mass Beauty and Personal Care in Guatemala

HEADLINES

PROSPECTS

Small packages, low unit prices
Traditional retailers lead
Innovation is slower in mass beauty and personal care

COMPETITIVE LANDSCAPE

Colgate-Palmolive Guatemala leads mass beauty and personal care
Direct sellers are strong in mass beauty and personal care
Mass deodorants registers the strongest value growth

CATEGORY DATA

Table 69 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 70 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 71 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 72 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 73 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 74 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

Men's Grooming in Guatemala

HEADLINES

PROSPECTS

The product portfolio grows mainly in the middle to upper-end of the market
Basic products at the lower-end of the market, premiumisation at the higher-end
Women are the main buyers of men’s grooming products

COMPETITIVE LANDSCAPE

Procter & Gamble leads men’s grooming with a wide portfolio
International brands have a stronger presence
New product launches

CATEGORY DATA

Table 75 Sales of Men’s Grooming by Category: Value 2013-2018
Table 76 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 77 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 78 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 79 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 80 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 81 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 82 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 83 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Oral Care in Guatemala

HEADLINES

PROSPECTS

Mass brands lead oral care
Premium products are also available
The selection of complementary products grows in the market

COMPETITIVE LANDSCAPE

Colgate-Palmolive dominates oral care
Few brands with large portfolios
Promotions and new product launches

CATEGORY DATA

Table 84 Sales of Oral Care by Category: Value 2013-2018
Table 85 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 86 Sales of Toothbrushes by Category: Value 2013-2018
Table 87 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 88 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 89 NBO Company Shares of Oral Care: % Value 2014-2018
Table 90 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 91 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 92 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 93 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 94 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

Premium Beauty and Personal Care in Guatemala

HEADLINES

PROSPECTS

Prestige is the main driver of growth in the premium segment
Premium beauty and personal care is more prevalent in Guatemala City
Travelling is the main barrier to growth for premium products

COMPETITIVE LANDSCAPE

Perco leads premium beauty and personal care
Innovation follows international trends
Internet retailing

CATEGORY DATA

Table 95 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
Table 96 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 97 NBO Company Shares of Premium Beauty and Personal Care: % Value 2014-2018
Table 98 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-2018
Table 99 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 100 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Skin Care in Guatemala

HEADLINES

PROSPECTS

The selection of specialised products grows in the market
Value-added benefits
Natural products

COMPETITIVE LANDSCAPE

Belcorp Guatemala and BDF Centroamérica lead skin care
Promotions and packs
Premiumisation grows along with specialised stores

CATEGORY DATA

Table 101 Sales of Skin Care by Category: Value 2013-2018
Table 102 Sales of Skin Care by Category: % Value Growth 2013-2018
Table 103 NBO Company Shares of Skin Care: % Value 2014-2018
Table 104 LBN Brand Shares of Skin Care: % Value 2015-2018
Table 105 LBN Brand Shares of Premium Skin Care: % Value 2015-2018
Table 106 Forecast Sales of Skin Care by Category: Value 2018-2023
Table 107 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023

Sun Care in Guatemala

HEADLINES

PROSPECTS

Sun care has strong barriers to growth
Sun block is the most important product
Direct sellers are expanding the consumer base

COMPETITIVE LANDSCAPE

BDF Centroamérica leads sun care
International brands dominate
Little innovation seen in sun care

CATEGORY DATA

Table 108 Sales of Sun Care by Category: Value 2013-2018
Table 109 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 110 Sales of Sun Care by Premium vs Mass: % Value 2013-2018
Table 111 NBO Company Shares of Sun Care: % Value 2014-2018
Table 112 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 113 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018
Table 114 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 115 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023
Table 116 Forecast Sales of Sun Care by Premium vs Mass: % Value 2018-2023