Depilatories in Guatemala

PRE-COVID-19 PERFORMANCE

Women’s razors and blades remains most affordable and popular format of depilatories in 2019 in terms of demand

Depilatories remained a small category in Guatemala in 2019, dominated in volume terms by women’s razors and blades (with disposables the most popular type), while the more expensive format of hair removers/bleaches holds more equal value share, although demand for the latter remained flat at the end of the review period.

Price and efficiency remain important features driving purchasing decisions for many consumers, while affluent Guatemalans indulge in services offered by beauty salons

In a country dominated by lower-income consumers, price remains an important driving factor behind purchasing decisions, supporting the preference amongst many women for razors compared to alternative methods such as hair removers/bleaches. Despite well-known brands such as Gillette offering a wide variety of razors and blades, they remain expensive for some budgets, driving lower-income consumers to purchase economy options such as private label Equate (Wal-Mart), Schick or Bic.

Multinationals dominate depilatories in 2019, benefiting from innovation, wide product portfolios and consumer trust

Depilatories continued to be dominated by multinational players in 2019, led by Procter & Gamble Interamericas with its large portfolio of brands, ranging from economy products such as Prestobarba 3 Mujer, which caters to a wide consumer base, to imported razors and blades as Gillette Venus, including Gillette Simply Venus Disposables or more sophisticated products including systems, allowing consumers to simply purchase new blades rather than having to replace the entire razor. However, these products retail at higher prices and target the mid- to high-income consumer base.

2020 AND BEYOND

COVID-19 impact

Value sales of depilatories are now expected to decline by 2% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to an expected 3% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within depilatories

Declining demand is predicted for hair removers/bleaches in 2020. These products are more likely to be used by more affluent consumers, although this consumer group also likes to visit beauty salons to pay for professional hair removal services; they may therefore trade down to women’s razors and blades for the short term before returning to spas once lockdown measures are eased.

Recovery and opportunities

Normalisation in terms of purchasing behaviour is not predicted for depilatories until 2022, when women’s razors and blades is set to record positive demand as it offers greater affordability to a wider range of consumers. However, hair removers/bleaches is unlikely to experience positive demand until the latter part of the forecast period; the more affluent consumer base of these products is likely to gradually return to visiting urban beauty salons for their depilatory services once lockdown measures have been eased.

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