Beauty and Personal Care in Guatemala
Beauty and personal care in 2022: The big picture
What next for beauty and personal care?
Table 1 Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2017-2022
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2022
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027
Summary 1 Research Sources
Baby and Child-Specific Products in Guatemala
Johnson & Johnson maintains lead in baby and child-specific products
Dove fails to penetrate baby and child-specific products, despite other cross-category success
Personalisation is a growing trend in baby and child hair and skin care
Johnson & Johnson will retain its lead, thanks to myriad strengths
Inflationary pressures likely to dampen overall potential sales – at least in the economy segment
Nappy (diaper) rash treatments will remain relatively stable
Table 10 Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 11 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 12 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Table 13 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
Table 14 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
Table 15 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
Table 16 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
Table 17 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
Table 18 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027
Bath and Shower in Guatemala
Intimate hygiene sees excellent potential, as players continue to launch new products in the category to meet demand
Bar soap remains robust as a primary essential for lower-income consumers
Body powder faces ongoing challenges, as Johnson & Johnson announces worldwide suspension of its old formula baby powder
Price becomes the main selling point, as trend for antibacterial features wanes
Economy brands set to benefit from inflationary pressures
Traditional channel will continue to grow and maintain importance
Table 19 Sales of Bath and Shower by Category: Value 2017-2022
Table 20 Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 21 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Table 22 NBO Company Shares of Bath and Shower: % Value 2018-2022
Table 23 LBN Brand Shares of Bath and Shower: % Value 2019-2022
Table 24 Forecast Sales of Bath and Shower by Category: Value 2022-2027
Table 25 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
Table 26 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027
Colour Cosmetics in Guatemala
Colour cosmetics sees ongoing recovery, despite certain challenges
Lip products make their comeback after the era of the mask
Colour cosmetics trend across social media, led by popular influencers
Belcorp set to maintain its lead thanks to its targeted brands for different generations
Colour cosmetics expected to maintain stable growth due to ongoing demand
Ingredient-conscious consumers herald a growing trend
Table 27 Sales of Colour Cosmetics by Category: Value 2017-2022
Table 28 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 29 Sales of Colour Cosmetics by Premium vs Mass: % Value 2017-2022
Table 30 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
Table 31 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
Table 32 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
Table 33 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
Table 34 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027
Table 35 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2022-2027
Deodorants in Guatemala
Deodorants sprays hold the strongest presence in modern channels, thanks to traditional use
Small roll-on and stick presentations grow in demand, due to smaller unit prices available
Small local grocers remain strong and will continue to grow, due to the frequent shopping needs of low-income consumers
Smaller formats expected to remain popular through traditional channels
Deodorants still has room to develop and grow in Guatemala
Aggressive price wars develop between leading players
Table 36 Sales of Deodorants by Category: Value 2017-2022
Table 37 Sales of Deodorants by Category: % Value Growth 2017-2022
Table 38 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
Table 39 NBO Company Shares of Deodorants: % Value 2018-2022
Table 40 LBN Brand Shares of Deodorants: % Value 2019-2022
Table 41 Forecast Sales of Deodorants by Category: Value 2022-2027
Table 42 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
Table 43 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027
Depilatories in Guatemala
Procter & Gamble continues to lead, thanks to ongoing innovations in Gillette’s Venus and Prestobarba brands
Category development impacted by seasonality and concerns over correct usage
Women´s pre-shave products remains a small subcategory
Discounters will play an important role for depilatories over the forecast period
Low leadership stability will remain in hair removers/bleaches
Depilatories decreasing in beauty specialists and pharmacies
Table 44 Sales of Depilatories by Category: Value 2017-2022
Table 45 Sales of Depilatories by Category: % Value Growth 2017-2022
Table 46 NBO Company Shares of Depilatories: % Value 2018-2022
Table 47 LBN Brand Shares of Depilatories: % Value 2019-2022
Table 48 Forecast Sales of Depilatories by Category: Value 2022-2027
Table 49 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027
Fragrances in Guatemala
Both mass and premium fragrances recover well after the pandemic era slump
Avon launches the new Sensus fragrances line to stimulate slowly-reviving sales
Leading Scentia launches occasion-targeted scents to boost its portfolio
Fragrances expected to maintain sustained growth, thanks to ongoing brand activity
Modern channel will remain key for fragrances
Global players from the retail channel continue to launch in Guatemala
Table 50 Sales of Fragrances by Category: Value 2017-2022
Table 51 Sales of Fragrances by Category: % Value Growth 2017-2022
Table 52 NBO Company Shares of Fragrances: % Value 2018-2022
Table 53 LBN Brand Shares of Fragrances: % Value 2019-2022
Table 54 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
Table 55 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
Table 56 Forecast Sales of Fragrances by Category: Value 2022-2027
Table 57 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027
Hair Care in Guatemala
Procter & Gamble leads shampoo sales with Head and Shoulders
Price wars seen in the modern channel among leading brands
Polarised size formats leading in the modern and traditional channels
Hair care will maintain stable growth over the forecast period
Styling agents maintain popularity in Guatemala, used as part of regular hair care routines
Eco-friendly trends grow, as seen with the uprising of shampoo bars
Table 58 Sales of Hair Care by Category: Value 2017-2022
Table 59 Sales of Hair Care by Category: % Value Growth 2017-2022
Table 60 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
Table 61 NBO Company Shares of Hair Care: % Value 2018-2022
Table 62 LBN Brand Shares of Hair Care: % Value 2019-2022
Table 63 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
Table 64 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
Table 65 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
Table 66 Forecast Sales of Hair Care by Category: Value 2022-2027
Table 67 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
Table 68 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027
Men's Grooming in Guatemala
Old Spice enjoys a more modern image, with a wide array of products available
Nivea widens its portfolio for men, with more masculine alternatives and fragrances
Deodorants remains a leading subcategory in men´s grooming
Men’s grooming expected to continue with slow growth, as dampened by inflationary pressures
Procter & Gamble expected to maintain its lead in men’s grooming
Economy brands expected to grow in men´s deodorants
Table 69 Sales of Men’s Grooming by Category: Value 2017-2022
Table 70 Sales of Men’s Grooming by Category: % Value Growth 2017-2022
Table 71 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
Table 72 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
Table 73 NBO Company Shares of Men’s Grooming: % Value 2018-2022
Table 74 LBN Brand Shares of Men’s Grooming: % Value 2019-2022
Table 75 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
Table 76 Forecast Sales of Men’s Grooming by Category: Value 2022-2027
Table 77 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027
Oral Care in Guatemala
Oral care recovers slowly, due to high price-sensitivity and decreased oral hygiene
Players launch aggressive discounts and offers to maintain customer loyalty
Mouthwash and floss with low penetrations, due to basic oral hygiene routines
Ongoing small yet stable growth expected, as consumers continue to attend to the basics of oral hygiene
Economy brands will accelerate their penetration further
Less popular subcategories with low penetration rates expected to suffer
Table 78 Sales of Oral Care by Category: Value 2017-2022
Table 79 Sales of Oral Care by Category: % Value Growth 2017-2022
Table 80 Sales of Toothbrushes by Category: Value 2017-2022
Table 81 Sales of Toothbrushes by Category: % Value Growth 2017-2022
Table 82 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
Table 83 NBO Company Shares of Oral Care: % Value 2018-2022
Table 84 LBN Brand Shares of Oral Care: % Value 2019-2022
Table 85 Forecast Sales of Oral Care by Category: Value 2022-2027
Table 86 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
Table 87 Forecast Sales of Toothbrushes by Category: Value 2022-2027
Table 88 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027
Skin Care in Guatemala
Belcorp Guatemala SA maintains its lead thanks to popular brands targeted to different consumer audiences
Facial skin care driving innovation in the overall category
Instagram influencers and informal sellers are of increasing importance in skin care
Low and stable volume expected to continue, but with many consumers trading down or postponing purchases
Body skin care expected to see an increase in economy brands
Hydration will remain the focus in skin care
Table 89 Sales of Skin Care by Category: Value 2017-2022
Table 90 Sales of Skin Care by Category: % Value Growth 2017-2022
Table 91 NBO Company Shares of Skin Care: % Value 2018-2022
Table 92 LBN Brand Shares of Skin Care: % Value 2019-2022
Table 93 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
Table 94 Forecast Sales of Skin Care by Category: Value 2022-2027
Table 95 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027
Sun Care in Guatemala
Sun care sales are ruled by specific seasons throughout the year
Eucerin and La Roche offer dermocosmetics advisors on-site to boost sales
Dermatologists’ advice is key to sun care’s development
Small and stable sales expected, with challenges and opportunities ahead
Premium brands will continue to attract higher-income consumers who use sun care on a more regular basis
Formulations and formats will develop further to meet evolving needs
Table 96 Sales of Sun Care by Category: Value 2017-2022
Table 97 Sales of Sun Care by Category: % Value Growth 2017-2022
Table 98 Sales of Sun Care by Premium vs Mass: % Value 2017-2022
Table 99 NBO Company Shares of Sun Care: % Value 2018-2022
Table 100 LBN Brand Shares of Sun Care: % Value 2019-2022
Table 101 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
Table 102 Forecast Sales of Sun Care by Category: Value 2022-2027
Table 103 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027
Premium Beauty and Personal Care in Guatemala
Perco’s portfolio success supported by Perfumería Fetiche promotions and events
La Roche-Posay continues to lead premium skin care, while premium colour cosmetics returns to strength
Social media plays a key role in sales of premium beauty and personal care
E-commerce expected to ramp up in premium beauty and personal care, thanks to consumer demographics
Social media will continue playing an important role to support sales
Premium beauty and personal care expected to remain stable over the forecast period
Table 104 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 105 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 106 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
Table 107 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
Table 108 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
Table 109 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027
Mass Beauty and Personal Care in Guatemala
Challenges faced by direct selling impact volume sales of mass beauty and personal care
E-commerce still has scope for growth, with dynamism ramping up
Muti-talented Colgate-Palmolive Guatemala remains the leader of mass beauty and personal care
Price will remain the key factor for mass beauty and personal care
Economy brands expected to enjoy a better performance during the high inflation period
Pandemic-led sanitising trends fade away
Table 110 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 111 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 112 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
Table 113 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
Table 114 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
Table 115 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027