Dishwashing in Guatemala

PROSPECTS

Hand dishwashing products are most prevalent

Hand dishwashing is the most prevalent method used to clean dishes in Guatemala. There are, however, different products used across the different economic tiers in the country.

Automatic dishwashing products

Automatic dishwashing products are available in Guatemala, but still register negligible sales, as they only cater to a very small niche. Currently, there are no domestic brands available, and consumers can only buy imported expensive brands such as Cascade.

Pack size variety

Hand dishwashing is characterised by several pack sizes, allowing such products to capture a large consumer base. Smaller pack sizes of 200g are usually seen in traditional retailers, where they cater to price-sensitive consumers.

COMPETITIVE LANDSCAPE

Colgate-Palmolive is category leader

Colgate-Palmolive Centroamerica SA leads dishwashing in Guatemala. The company produces and distributes two leading brands: Axion and Doña Blanca.

New product launches commonly seen in dishwashing

Even though dishwashing is considered a mature category, innovation continues to be seen in the category. In 2018, Procter & Gamble Interamericas launched a new liquid hand washing soap brand called Salvo.

Dishwashing has a wide brand portfolio

Hand dishwashing has a wide brand portfolio in Guatemala with both domestic and international brands available. The strongest domestic brands, Zagaz and Klinplax, are owned by Industria La Popular and are standard brands.

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