Dishwashing in Guatemala

PROSPECTS

Majority of consumers wash dishes by hand

Hand dishwashing is the most prevalent method used to clean dishes in Guatemala, with several different products offered at various price points to appeal across all economic strata. Long-lasting, low-cost bars are used mainly by the country’s lowest income earners, whereas pastes appeal to a broader consumer base.

Automatic dishwashing products have negligible presence in Guatemala

Though automatic dishwashing products are available in Guatemala, they still register only negligible sales, catering to a tiny niche. Currently, there are no domestic brands of automatic dishwashing products, and consumers are limited to expensive, imported brands such as Cascade from Procter & Gamble Co.

Growing variety of pack sizes appeals to price-sensitive consumers

The majority of consumers in Guatemala still use pastes for washing dishes, which are common across Central America, although 2019 saw an increased shift towards liquid detergents. Liquid detergents are offered at modern grocery retailers, whereas consumers purchase paste formats at traditional grocery retailers and markets.

COMPETITIVE LANDSCAPE

Colgate-Palmolive continues its outright leadership in 2019

Colgate-Palmolive Centroamerica SA maintained a clear lead of dishwashing in Guatemala in 2019. Its Axion brand continued its leadership of dishwashing brands overall, with nearest competitor Pril, from Henkel La Luz SA, following some distance behind.

Regular innovation invigorates dishwashing

Dishwashing enjoys continued innovation. Towards the end of the review period, Procter & Gamble Interamericas de Guatemala Ltd launched Salvo, a new brand of liquid handwashing soap.

Domestic brands provide strong competition for multinationals

Both domestic and multinational brands compete successfully in hand dishwashing brands in Guatemala. Industria La Popular SA owns the most influential domestic brand, Zagaz.

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