Depilatories in Guatemala

PROSPECTS

Disposable razors are more prevalent

In 2017, most value sales of women’s razors and blades were accounted for by disposable razors, whilst systems razors represented only a small value share. Although systems are perceived as more effective, using disposable razors is considered more convenient and cheaper, which are important factors in the purchasing decision for many consumers.

Lack of tradition hinders the growth of depilatories in Guatemala

Depilatories can be considered an underdeveloped category in Guatemala, mainly due to the lack of acceptance and tradition that these products have amongst low-income women, who do not usually shave or depilate, and comprise the largest consumer group in Guatemala. It is also common that if women in this economic group do shave, they usually use cheap men’s disposable razors, as price plays a key factor in their purchasing decision.

Modern grocery retailers leads the distribution of depilatories

Modern grocery retailers such as hypermarkets, supermarkets and discounters are the main distribution channels for depilatories, accounting for more than half of value sales. These stores have large product portfolios, with different brands and prices that allow them to capture a large consumer base.

COMPETITIVE LANDSCAPE

Procter & Gamble Interamericas de Guatemala leads depilatories

Procter & Gamble Interamericas de Guatemala led depilatories with its Gillette, Prestobarba 3 Mujer and Gillette Simply Venus Disposables brands. In value terms in 2017.

International brands and private label

International brands such as Gillette, Schick and Bic lead depilatories in Guatemala, accounting for the majority of value sales in 2017. Their strong brand loyalty, along with the small base of low-income consumers, who usually base their purchasing decision on price, are a strong barrier to entry for both domestic brands and private label.

Natural ingredients are common, although no new product launches in 2017

Natural ingredients such as aloe and honey are commonly seen in hair removers, as these ingredients are associated with giving a smooth finish; an example is Veet Silk & Fresh with aloe. Razors and blades are also trying to include natural ingredients, with products such as Gillette Venus Breeze containing natural oils which allow the user to shave without using shaving gel.

Files are delivered directly into your account within a few minutes of purchase.