Guatemala

Population growth is the main driver of sales in baby and child-specific products in Guatemala. Consumers of all incomes usually make the effort to bathe and care for their babies with the best products that they can afford, and baby-specific ...

Bar soap remained the largest product types in both volume and current value terms in bath and shower in 2018. Its low unit price allows it to reach a wide consumer base, from lower- to upper-income consumers. It is common for the use of bar soap to ...

Guatemala is a market where mass brands completely dominate, and they cater to a large consumer base, from the lower to upper economic tiers. There is a wide variety of mass brands available in colour cosmetics, from economy brands such as Esika ...

Guatemala is a very price-sensitive country, and consumers usually respond positively to promotions that offer them a better unit price. In deodorants, companies sell packages with three deodorants with a price discount compared when purchased ...

Razors and blades continued to be see the fastest growth in Guatemala in 2018. There is a wide product portfolio available in the market, ranging from economy disposable blades, to more sophisticated products such as razors with interchangeable heads...

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 ...

Hair care is a very active category in Guatemala, mainly in terms of standard brands, which are constantly introducing new products and formula improvements. In the second half of 2018, Sedal (Sedal) extended its product portfolio for its new brand ...

Mass beauty and personal care has the largest consumer base in Guatemala, as it comprises consumers from the lower and middle economic segments in the market. When it comes to consumers in the lower-income spectrum, unit price is the number one ...

Men’s grooming is a category which used to be comprised mainly of razors and blades, shaving creams and men’s deodorants. However, this is changing, and men are more open to using personal care products that are designed specifically for them, such ...

In Guatemala there is a large portfolio of oral care products available, with the most popular being basic products such as toothpaste, toothbrushes and mouthwash/dental rinses. Even though there are few brands in the market, they usually have ...

Beauty and personal care is a large and strong industry in Guatemala, with a wide variety of products, brands and sizes seen in the market. It is dominated by mass brands, with a large spectrum of products available, ranging from economy brands and ...

The prestige and good quality associated with the use of premium beauty and personal care products is the main factor which drives sales in this segment. Premium brands are currently dominated by international brands such as Lancôme, Carolina Herrera...

Skin care is a large category in Guatemala, and there are many products and brands available in the market. Innovation is mainly seen in terms of more specialised products that target different skin problems. The most common value-added benefits in ...

Sun care remains a small category in Guatemala, and caters mainly to the middle to upper-end of the market. Often, such products are only used when consumers are in the sun for a prolonged period of time, such as when going to the beach. High unit ...

Latin America’s real recovery will continue in 2019. The region’s consumer expenditure will however weaken slightly in 2019. Caribbean economies will lag behind other countries due to their excessive reliance on tourism and remittances. Latin America...

Strong growth in Guatemala’s horeca industry is the main driver of rising demand for away-from-home tissue and hygiene. However, another major influence is the construction of numerous new shopping centres in both urban and suburban areas throughout ...

The convenience of using disposable nappies/diapers/pants and their increasing affordability are the main factors supporting demand among a wider consumer base. The appearance of economy brands that can be purchased by the unit in traditional retail ...

2018 saw further growth in sales of tissue and hygiene. Growth in the consumer base for key categories such as sanitary protection and nappies/diapers/pants is the main reason for ongoing positive growth. In addition, the wider range of economy ...

Retail tissue has surprisingly low penetration in Guatemala, especially among less affluent consumer segments. There remain substantial numbers of consumers who struggle to afford basic retail tissue products such as toilet paper and napkins, let ...

The vast majority of women in Guatemala use towels for all of their sanitary protection needs and sales in other categories remain low. This situation is unlikely to change before the end of the forecast period. For this reason, players in the ...