Depilatories in Guatemala

2020 IMPACT

A value decline is recorded as a lack of socialising and events limits use

Due to the outbreak of COVID-19 in 2020, value sales of depilatories declined by 3%, compared to 6% growth in 2019. Due to increased price sensitivity as a result of the pandemic, many local low-income women did not deem these products to be essential during 2020, instead, giving focus to purchasing essential groceries.

Women’s razors and blades record the weakest decline as consumers migrate to these items

Hair removers/bleaches saw the deepest value decline in 2020, with these products more likely to be used by more affluent consumers. However, this consumer group also like to visit beauty salons to pay for professional hair removal services; they therefore traded down to women’s razors and blades for the short term, planning on returning to spas once lockdown measures eased.

Multinationals continue to lead, offering a wide product portfolio and consumer trust

Depilatories continued to be dominated by multinational players in 2020, led by Procter & Gamble Interamerican, which increased its share during the year despite the outbreak of COVID-19. The player benefits from offering a 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.

RECOVERY AND OPPORTUNITIES

Growth recovers as consumers return to socialising and being around others

A return to growth levels aligned to pre-COVID-19 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, ongoing working from home could stifle sales in the early forecast period, as many consumers shave less often when they aren’t going into the workplace.

Women’s razors and blades drive the highest value growth and sales

Across the forecast period, depilatories is expected to remain a small category in Guatemala, and value growth and sales will be led by women’s razors and blades, with disposables being the most popular type of products. In addition, the category offers a wide range of prices, from economy disposable blades to more sophisticated products such as razors with interchangeable heads which have up to five blades.

Price and efficiency are the most important features to drive purchases

Following the outbreak of COVID-19 in the country, price sensitivity in the country will remain high across the early forecast period. As such, price sensitivity and lower-income consumers will be an important driving factor behind purchasing decisions, supporting the preference amongst many women for razors compared to alternative methods such as hair removers/bleaches.