Fragrances in Guatemala

PROSPECTS

Fragrances remains an active category

Fragrances is a very active category within personal and beauty care in Guatemala, with a wide variety of brands available in the market, ranging from economy to premium. At the lower-end of the market, direct selling companies such as Scentia Perfumeria and Avon have been able to capture a wide consumer base by offering a large selection of strong fragrances that mask body odours, especially for consumers with physically demanding jobs such as agriculture and construction.

New product launches maintain activity in fragrances

New fragrances, brands and scents are constantly seen in fragrances. Many follow international launches, such as the international brands sold at Fetiche (Perco).

Promotions are constantly seen in fragrances

Promotions are also important to maintain activity in fragrances, as many consumers are price-sensitive, and many only buy these products when they are on sale. Fetiche, the largest retailer of international fragrances in Guatemala, has a bi-annual bazaar, when it has discounts on its most popular brands.

COMPETITIVE LANDSCAPE

Scentia Perfumeria leads fragrances

In 2018, direct selling company Scentia Perfumeria remained the leader in fragrances in value terms. The company has a large product portfolio for both men and women at affordable prices, which target consumers at the lower-end of the market.

Perco remains strong in second place

Perco was the second largest company in fragrances in value terms in 2018. The company sells a wide selection of standard and premium international brands through its beauty and specialist retailers Fetiche.

Direct selling and beauty specialist retailers are the strongest channels

Fragrances is a category that has been captured by direct sellers and beauty specialist retailers. Traditional and modern grocery retailers, which tend to be strong in other beauty and personal care categories, have a limited and very small offer of fragrances in their stores.

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