Executive Summary

Jun 2019
PROSPECTS
Promotions drive sales in deodorants

Guatemala is a very price-sensitive country, and consumers usually respond positively to promotions that offer them a better unit price. In deodorants, companies sell packages with three deodorants with a price discount compared when purchased individually, mainly through modern grocery retailers.

Value-added benefits drive sales

The deodorants category has developed rapidly in Guatemala, and there is now a wide variety of economy and standard-priced deodorants that offer different value-added benefits. Some of the most common benefits seen in 2018 were skin whitening, 48-hour protection, antibacterial protection and invisible application.

Mass brands dominate

Mass brands currently have complete dominance of deodorants in Guatemala, with a large selection of brands available, ranging from economy to standard to higher-priced standard. For example, Equate, which is the private label line from Wal-Mart Centroamérica, is an economy brand, whilst mass international brands such as Speed Stick, Rexona and Dove are considered standard brands, and imported brands such as Secret (Procter & Gamble) are considered higher-priced standard brands.

COMPETITIVE LANDSCAPE
Colgate-Palmolive continues to lead deodorants

Colgate-Palmolive Guatemala continued to lead deodorants in value terms in 2018; its leading brands are Speed Stick and Lady Speed Stick. The brand has been able to capture a wide consumer base, with different products and pack sizes available at different unit prices.

Direct selling companies play an important role in promoting the use of deodorants

Direct selling companies such as LeCleire and Avon have played an important role in expanding the consumer base for deodorants in Guatemala, by using them as free gifts with purchase when consumers purchase other products, such as fragrances. Most direct selling companies are stronger in the lower-end of the market, where there used to be little tradition of using deodorants on a daily basis.

Deodorants and fragrances merge their products

Deodorants are becoming fragrance substitutes – especially economy brands that cater to price-sensitive consumers. This trend was begun by Axe, the deodorant/fragrance from Unilever, but other leading brands were quick to respond with similar products.

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Deodorants in Guatemala

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Overview

Discover the latest market trends and uncover sources of future market growth for the Deodorants 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 Deodorants industry in Guatemala, our research will save you time and money while empowering you to make informed, profitable decisions.

The Deodorants 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 Deodorants in Guatemala?
  • What are the major brands in Guatemala?
  • Which deodorant formats are seeing most dynamic growth?
  • What are the key trends in product development?

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.

Deodorants in Guatemala - Category analysis

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 1 Sales of Deodorants by Category: Value 2013-2018
Table 2 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 3 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Deodorants: % Value 2014-2018
Table 5 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 6 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 7 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 8 Forecast Sales of Deodorants by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in Guatemala - Industry Overview

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 9 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 10 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 11 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 12 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 14 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 15 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 17 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources