Beauty and Personal Care in Guatemala

May 2021
USD 2,650
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Overview:

Understand the latest market trends and future growth opportunities for the Beauty and Personal 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Baby and Child-Specific Products
  • Bath and Shower
  • Colour Cosmetics
  • Deodorants
  • Depilatories
  • Fragrances
  • Hair Care
  • Men's Grooming
  • Oral Care
  • Skin Care
  • Sun Care
  • Premium Beauty and Personal Care
  • Mass Beauty and Personal Care

If you're in the Beauty and Personal 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.

The Beauty and Personal Care in Guatemala report includes:

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

This report answers:

  • What is the market size of Beauty and Personal Care in Guatemala?
  • Which are the leading brands in Guatemala?
  • How are products distributed in Guatemala?
  • To what extent is e-commerce changing the retail environment and consumer demand?
  • How are sales of mass versus premium beauty products evolving?
  • Which products are seeing rising demand in the wake of COVID-19?
  • Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
  • How is the macroeconomic environment shaping demand?
  • Where is future growth expected to be most dynamic?

Beauty and Personal Care in Guatemala

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care
COVID-19 country impact
Company response
Retailing shift
What next for beauty and personal care?

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020 Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020 Table 6 Distribution of Beauty and Personal Care by Format: % Value 2015-2020 Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2020 Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025 Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass Beauty and Personal Care in Guatemala

KEY DATA FINDINGS

2020 IMPACT

Reducing beauty routines due to home seclusion leads to a decline on the mass landscape
The increasing interest in hygiene boosts sales in bath and shower products
Players focus on e-commerce strategies and social media presence to boost sales

RECOVERY AND OPPORTUNITIES

Socialising aids growth, however, price sensitivity continues to impact sales
Players focus on e-commerce strategies following an uplift in growth in 2020
Mass products bring in value sales, however, premium products drive higher growth

CATEGORY DATA

Table 10 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020 Table 11 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 12 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020 Table 13 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020 Table 14 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025 Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025

Premium Beauty and Personal Care in Guatemala

KEY DATA FINDINGS

2020 IMPACT

Premium offerings record steeper declines as consumers migrate to mass products
Premium dermocosmetic skin care records a weaker decline, benefiting from the interest in health and hygiene
Stifled sales of premium products as department stores close during 2020

RECOVERY AND OPPORTUNITIES

Ongoing price sensitivity impacts growth, however, skin care makes a strong recovery
Value sales rise as consumers’ spending confidence returns
E-commerce presence strengthens; however, consumers appreciate stores for advice

CATEGORY DATA

Table 16 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020 Table 17 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 18 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020 Table 19 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020 Table 20 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025 Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025

Baby and Child-Specific Products in Guatemala

KEY DATA FINDINGS

2020 IMPACT

As consumers trade down due to COVID-19, value sales decline
Positive growth remains for essential items, including nappy (diaper) rash treatment
Johnson's Baby retains its leadership despite the outbreak of COVID-19

RECOVERY AND OPPORTUNITIES

Positive recovery, with baby wipes leading due to affordability and versatility
Innovation focuses on natural ingredients, and players concentrate on e-commerce
Healthy growth for baby and child-specific products, boosted by affluent consumers

CATEGORY DATA

Table 22 Sales of Baby and Child-specific Products by Category: Value 2015-2020 Table 23 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020 Table 24 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020 Table 25 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020 Table 26 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020 Table 27 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020 Table 28 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025 Table 29 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025 Table 30 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025

Bath and Shower in Guatemala

KEY DATA FINDINGS

2020 IMPACT

The rising interest in health and hygiene boosts sales for bath and shower products
Growth is recorded in e-commerce as players update their digital presence
In response to price sensitivity, players focus on discounts and multipack offerings

RECOVERY AND OPPORTUNITIES

Bar soap remains dominant; however, private label lines boost growth for liquid options
Innovation focuses on moisturising properties, counteracting alcohol content in sanitisers
Niche areas of bath and shower boost growth, appealing to more affluent consumers

CATEGORY DATA

Table 31 Sales of Bath and Shower by Category: Value 2015-2020 Table 32 Sales of Bath and Shower by Category: % Value Growth 2015-2020 Table 33 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020 Table 34 NBO Company Shares of Bath and Shower: % Value 2016-2020 Table 35 LBN Brand Shares of Bath and Shower: % Value 2017-2020 Table 36 Forecast Sales of Bath and Shower by Category: Value 2020-2025 Table 37 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025 Table 38 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025

Colour Cosmetics in Guatemala

KEY DATA FINDINGS

2020 IMPACT

Lockdown restrictions and lack of socialising leads to deep declines in 2020
Shake up on the distribution landscape as e-commerce and direct sellers grow
Players respond to COVID-19 by focusing on eye products and offering deals

RECOVERY AND OPPORTUNITIES

Positive growth despite a slow recovery, as consumers return to socialising
Social media platforms increase their importance on the colour cosmetics landscape
International trends and online influencers boost growth on the landscape

CATEGORY DATA

Table 39 Sales of Colour Cosmetics by Category: Value 2015-2020 Table 40 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020 Table 41 Sales of Colour Cosmetics by Premium vs Mass: % Value 2015-2020 Table 42 NBO Company Shares of Colour Cosmetics: % Value 2016-2020 Table 43 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020 Table 44 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020 Table 45 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025 Table 46 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025 Table 47 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2020-2025

Deodorants in Guatemala

KEY DATA FINDINGS

2020 IMPACT

Sales decline as consumers exercise less, spending more time in the household
Modern grocery retailing boosts its position as hypermarkets gain share
Deodorant sprays lead volume sales, with players focusing on multipack deals

RECOVERY AND OPPORTUNITIES

Recovery is quick as consumers revert to socialising with others
Innovation focuses on scent, convenience and longer-lasting protection
E-commerce grows across the forecast period, boosting share following COVID-19

CATEGORY DATA

Table 48 Sales of Deodorants by Category: Value 2015-2020 Table 49 Sales of Deodorants by Category: % Value Growth 2015-2020 Table 50 Sales of Deodorants by Premium vs Mass: % Value 2015-2020 Table 51 NBO Company Shares of Deodorants: % Value 2016-2020 Table 52 LBN Brand Shares of Deodorants: % Value 2017-2020 Table 53 Forecast Sales of Deodorants by Category: Value 2020-2025 Table 54 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025 Table 55 Forecast Sales of Deodorants by Premium vs Mass: % Value 2020-2025

Depilatories in Guatemala

KEY DATA FINDINGS

2020 IMPACT

A value decline is recorded as a lack of socialising and events limits use
Women’s razors and blades record the weakest decline as consumers migrate to these items
Multinationals continue to lead, offering a wide product portfolio and consumer trust

RECOVERY AND OPPORTUNITIES

Growth recovers as consumers return to socialising and being around others
Women’s razors and blades drive the highest value growth and sales
Price and efficiency are the most important features to drive purchases

CATEGORY DATA

Table 56 Sales of Depilatories by Category: Value 2015-2020 Table 57 Sales of Depilatories by Category: % Value Growth 2015-2020 Table 58 NBO Company Shares of Depilatories: % Value 2016-2020 Table 59 LBN Brand Shares of Depilatories: % Value 2017-2020 Table 60 Forecast Sales of Depilatories by Category: Value 2020-2025 Table 61 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025

Fragrances in Guatemala

KEY DATA FINDINGS

2020 IMPACT

Lower social interactions lead to a strong decline in fragrances for 2020
Players install price promotions in an attempt to boost volume sales
Direct selling dominates fragrances while premium brands suffer during COVID-19

RECOVERY AND OPORTUNITIES

Ongoing price-sensitivity following COVID-19 impacts sales performance
Direct sellers install new tactics to boost sales as e-commerce continues to grow
Affluent consumers remain brand loyal, supporting a stronger performance for premium fragrances

CATEGORY DATA

Table 62 Sales of Fragrances by Category: Value 2015-2020 Table 63 Sales of Fragrances by Category: % Value Growth 2015-2020 Table 64 NBO Company Shares of Fragrances: % Value 2016-2020 Table 65 LBN Brand Shares of Fragrances: % Value 2017-2020 Table 66 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020 Table 67 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020 Table 68 Forecast Sales of Fragrances by Category: Value 2020-2025 Table 69 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025

Hair Care in Guatemala

KEY DATA FINDINGS

2020 IMPACT

Home seclusion and closed salons lead to a value decline for hair care
Hairstylists use social media to offer hair care services with professional products
Hair care remains dominated by multinationals with wide portfolios

RECOVERY AND OPPORTUNITIES

A return to socialising drives recovery, as consumers visit salons once more
Players improve their e-commerce presence and social media strategies
Innovation focuses on products sizes and new formulations to drive growth

CATEGORY DATA

Table 70 Sales of Hair Care by Category: Value 2015-2020 Table 71 Sales of Hair Care by Category: % Value Growth 2015-2020 Table 72 Sales of Hair Care by Premium vs Mass: % Value 2015-2020 Table 73 NBO Company Shares of Hair Care: % Value 2016-2020 Table 74 LBN Brand Shares of Hair Care: % Value 2017-2020 Table 75 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020 Table 76 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020 Table 77 LBN Brand Shares of Premium Hair Care: % Value 2017-2020 Table 78 Forecast Sales of Hair Care by Category: Value 2020-2025 Table 79 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025 Table 80 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025

Men's Grooming in Guatemala

KEY DATA FINDINGS

2020 IMPACT

Home seclusion and lack of socialising reduces grooming routines
Razors and blades decline as, due to COVID-19, facial hair becomes a trend
Procter & Gamble strengthens its lead, as Perco SA loses share

RECOVERY AND OPPORTUNITIES

A return to the workplace boosts value growth for men’s grooming
Smaller, independent players struggle following the impact of COVID-19
The ongoing popularity of beards challenges sales across the forecast period

CATEGORY DATA

Table 81 Sales of Men’s Grooming by Category: Value 2015-2020 Table 82 Sales of Men’s Grooming by Category: % Value Growth 2015-2020 Table 83 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 84 Sales of Men's Skin Care by Type: % Value Breakdown 2016-2020 Table 85 NBO Company Shares of Men’s Grooming: % Value 2016-2020 Table 86 LBN Brand Shares of Men’s Grooming: % Value 2017-2020 Table 87 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020 Table 88 Forecast Sales of Men’s Grooming by Category: Value 2020-2025 Table 89 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025

Oral Care in Guatemala

KEY DATA FINDINGS

2020 IMPACT

Positive growth, however, consumers reduce their oral care routines to save costs
Growing interest in health and the closure of dentist clinics boosts sales
Colgate-Palmolive retains its lead as Procter & Gamble increases its share

RECOVERY AND OPPORTUNITIES

Growth is driven by a return to socialising; however, price sensitivity remains
Specific oral care products attract more affluent consumers over the forecast period
Traditional grocery retailers lead sales, as e-commerce gains share

CATEGORY DATA

Table 90 Sales of Oral Care by Category: Value 2015-2020 Table 91 Sales of Oral Care by Category: % Value Growth 2015-2020 Table 92 Sales of Toothbrushes by Category: Value 2015-2020 Table 93 Sales of Toothbrushes by Category: % Value Growth 2015-2020 Table 94 Sales of Toothpaste by Type: % Value Breakdown 2016-2020 Table 95 NBO Company Shares of Oral Care: % Value 2016-2020 Table 96 LBN Brand Shares of Oral Care: % Value 2017-2020 Table 97 Forecast Sales of Oral Care by Category: Value 2020-2025 Table 98 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025 Table 99 Forecast Sales of Toothbrushes by Category: Value 2020-2025 Table 100 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

Skin Care in Guatemala

KEY DATA FINDINGS

2020 IMPACT

A decline in growth, however, body care and acne treatments boost sales
Facial care suffers, as hand care boosts sales due to frequent handwashing
The competitive landscape for skin care remains fragmented in 2020

RECOVERY AND OPPORTUNITIES

Recovery is seen for most areas, however, price sensitivity impacts the landscape
Specialised skin care websites gain popularity as consumers look for expert advice
Niche areas of skin care continue to emerge in Guatemala

CATEGORY DATA

Table 101 Sales of Skin Care by Category: Value 2015-2020 Table 102 Sales of Skin Care by Category: % Value Growth 2015-2020 Table 103 NBO Company Shares of Skin Care: % Value 2016-2020 Table 104 LBN Brand Shares of Skin Care: % Value 2017-2020 Table 105 LBN Brand Shares of Premium Skin Care: % Value 2017-2020 Table 106 Forecast Sales of Skin Care by Category: Value 2020-2025 Table 107 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025

Sun Care in Guatemala

KEY DATA FINDINGS

2020 IMPACT

Heightened time spent in the household leads to a value decline in 2020
Baby and child-specific sun care records the weakest decline as parents continue to invest
Nivea Sun and No-Ad strengthen their positions, increasing their share

RECOVERY AND OPPORTUNITIES

Growth will recover as consumers travel to the beach and other countries
Educating consumers on the importance of sun care boost sales
Widening sun care portfolios drive growth across the coming years

CATEGORY DATA

Table 108 Sales of Sun Care by Category: Value 2015-2020 Table 109 Sales of Sun Care by Category: % Value Growth 2015-2020 Table 110 Sales of Sun Care by Premium vs Mass: % Value 2015-2020 Table 111 NBO Company Shares of Sun Care: % Value 2016-2020 Table 112 LBN Brand Shares of Sun Care: % Value 2017-2020 Table 113 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020 Table 114 Forecast Sales of Sun Care by Category: Value 2020-2025 Table 115 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025 Table 116 Forecast Sales of Sun Care by Premium vs Mass: % Value 2020-2025
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This report originates from Passport, our Beauty and Personal Care research and analysis database.

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