Beauty and Personal Care

2023 saw improved growth rates in both volume and current sales for overall sun care in Guatemala, compared to the previous year. All segments recorded rapid and robust rises as the sun care category remained one of the most dynamic within beauty and…

Demand for skin care products continued to rise in Guatemala in 2023, despite the price hikes seen for the second consecutive year. Overall category growth was solid in both volume and current value terms. Guatemalans, especially in the middle- and…

Volume sales growth in premium beauty and personal care in Guatemala was moderate in 2023, with current value sales rising rapidly as a result of price increases, though at a slower rate than during the previous two years. Local habits in terms of…

Oral care in Guatemala saw prices hikes in 2023, though volume sales growth was stable while current value sales saw rapid rises. Most Guatemalans are not willing to change their oral hygiene practices despite having to pay higher prices for products…

In 2023 men’s grooming Guatemala saw men regulating their purchases with cheaper product choices given high inflation. Shaving is a common habit among Guatemalan men, especially for the older generations who believe a habit a shaved face gives the…

Mass beauty and personal care saw rapidly rising retail prices in Guatemala in 2023, with the country still suffering from high inflation that continued from the previous year. Though price hikes in 2023 were not quite as steep as in 2022, consumers…

Hair care in Guatemala remained sensitive to price rises in 2023, with shampoos especially feeling the impact. Shampoos are widely used in Guatemala and the market is home to an extensive range of options and large number of brands, offering diverse…

Volume and current value sales slowed for fragrances in Guatemala in 2023. Fragrances saw a dramatic drop in demand at the start of the pandemic in 2020 but begin to rise again in 2021. However, the high inflation of 2022 and 2023, with retail price…

2023 saw depilatories rise in both volume and current value terms in 2023. During the pandemic and its lockdowns, local consumers spend more time at home and there was reduced need to remove body hair, undermining sales. Subsequently, and with the…

Deodorants in Guatemala rose faster in 2023 than it did in the previous year, in terms of both volume and current value sales. The category is hugely dominated by mass products, with premium presence being insignificant. Over 2022 and 2023 prices…

In 2023 the direct selling distribution channel represented more than half the value of the total market size for colour cosmetics in Guatemala. The channel is particularly important as a source of income during periods of uncertainty, such as those…

Beauty and personal care in Guatemala continued to feel the impact of price rises in 2023, though to a lesser extent than in the previous year. High inflation persisted, with product cost remining decisive in purchasing decisions for the majority of…

Bar soap continued to dominate bath and shower in Guatemala in 2023. While some younger and more affluent consumers are shifting towards liquid soap as they perceive it to be more practical and hygienic, the vast majority of local consumers still…

In 2023 Guatemalan parents showed a marked preference for lower-priced brands in baby and child-specific products, feeling the impact of constant price increases in products for feeding and caring for their children. They focused on finding local…