Home Care in Guatemala

Home Care in Guatemala

EXECUTIVE SUMMARY

Consumer base expands with growth of low-cost home care products

Home care sees innovation in packaging in 2019

Big brands expand portfolios to compete with low-cost products

Modern grocery retailers continues to gain share

Home care forecast to see robust current value growth

MARKET INDICATORS

Table 1 Households 2014-2019

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2014-2019
Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
Table 4 NBO Company Shares of Home Care: % Value 2015-2019
Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
Table 6 Penetration of Private Label in Home Care by Category: % Value 2014-2019
Table 7 Distribution of Home Care by Format: % Value 2014-2019
Table 8 Distribution of Home Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Home Care by Category: Value 2019-2024
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2019-2024

DEFINITIONS

SOURCES

Summary 1 Research Sources

Laundry Care in Guatemala

HEADLINES

PROSPECTS

New product developments contribute to expanding consumer base

Hand washing is still the prevalent way of doing laundry in Guatemala

Bar detergents hold highest share, but multi-purpose powders gaining ground

COMPETITIVE LANDSCAPE

Union SA leads with Blanca Nieves brand

New product launches aim to attract low-income consumers

Vigorous marketing activities promote leading brands in laundry care

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2014-2019

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2014-2019
Table 13 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 14 Sales of Laundry Aids by Category: Value 2014-2019
Table 15 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 16 Sales of Laundry Detergents by Category: Value 2014-2019
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 18 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 19 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 20 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 21 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 22 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 24 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024

Dishwashing in Guatemala

HEADLINES

PROSPECTS

Majority of consumers wash dishes by hand

Automatic dishwashing products have negligible presence in Guatemala

Growing variety of pack sizes appeals to price-sensitive consumers

COMPETITIVE LANDSCAPE

Colgate-Palmolive continues its outright leadership in 2019

Regular innovation invigorates dishwashing

Domestic brands provide strong competition for multinationals

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2014-2019

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2014-2019
Table 28 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 29 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 30 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 31 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024

Surface Care in Guatemala

HEADLINES

PROSPECTS

Surface care sees continued growth in 2019

Development focuses on expanding the variety of available aromas

All-purpose cleaning wiped gain ground thanks to Great Value brand

COMPETITIVE LANDSCAPE

Colgate-Palmolive remains ahead in surface care

Domestic brands focus on economy varieties

Marketing and promotions boost sales

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2014-2019
Table 34 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2014-2019
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2014-2019
Table 37 NBO Company Shares of Surface Care: % Value 2015-2019
Table 38 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 39 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024

Bleach in Guatemala

HEADLINES

PROSPECTS

Volume sales driven by low-cost economy brands

Bleach remains popular as a multi-purpose cleaner and disinfectant

Bleach begins to gain shelf space in modern grocery retailers

COMPETITIVE LANDSCAPE

Grupo PDC dominates bleach in 2019

Innovation in bleach is mainly in packaging

Growth of new alternatives challenges growth of bleach

CATEGORY DATA

Table 41 Sales of Bleach: Value 2014-2019
Table 42 Sales of Bleach: % Value Growth 2014-2019
Table 43 NBO Company Shares of Bleach: % Value 2015-2019
Table 44 LBN Brand Shares of Bleach: % Value 2016-2019
Table 45 Forecast Sales of Bleach: Value 2019-2024
Table 46 Forecast Sales of Bleach: % Value Growth 2019-2024

Toilet Care in Guatemala

HEADLINES

PROSPECTS

Few Guatemalans have a need for toilet care products

Toilet/liquids foam continues to lead toilet care in 2019

Developments of alternative products hamper growth of volume sales in toilet care

COMPETITIVE LANDSCAPE

SC Johnson maintains its place at the top

Multinational brands dominate toilet care

Low innovation in toilet care due to lack of consumer interest

CATEGORY DATA

Table 47 Sales of Toilet Care by Category: Value 2014-2019
Table 48 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 49 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 50 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 51 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024

Polishes in Guatemala

HEADLINES

PROSPECTS

Furniture, floor and metal polishes have limited appeal in Guatemala

Shoe polishes holds the majority of share in polishes

Shoe polishes expands from formal to casual footwear

COMPETITIVE LANDSCAPE

Pricasa leads polishes with Shinola brand of shoe polish

Little incentive for marketing within polishes Themed heading 2

Domestic brands offer basic products while multinationals promote premium brands

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2014-2019
Table 54 Sales of Polishes by Category: % Value Growth 2014-2019
Table 55 NBO Company Shares of Polishes: % Value 2015-2019
Table 56 LBN Brand Shares of Polishes: % Value 2016-2019
Table 57 Forecast Sales of Polishes by Category: Value 2019-2024
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2019-2024

Air Care in Guatemala

HEADLINES

PROSPECTS

Great Value brand invigorates air care

Added-value benefits boost value sales in air care

Rising demand for natural scents forecast to be key growth driver

COMPETITIVE LANDSCAPE

SC Johnson maintains leadership of air care

Innovation in air care is line with international trends

Domestic brands struggle to compete against multinationals

CATEGORY DATA

Table 59 Sales of Air Care by Category: Value 2014-2019
Table 60 Sales of Air Care by Category: % Value Growth 2014-2019
Table 61 NBO Company Shares of Air Care: % Value 2015-2019
Table 62 LBN Brand Shares of Air Care: % Value 2016-2019
Table 63 Forecast Sales of Air Care by Category: Value 2019-2024
Table 64 Forecast Sales of Air Care by Category: % Value Growth 2019-2024

Home Insecticides in Guatemala

HEADLINES

PROSPECTS

Seasonal insect infestations drive sales in home insecticides

Spray/aerosol insecticides leads in terms of share and growth

Wide variety of products caters to several different needs

COMPETITIVE LANDSCAPE

SC Johnson retains dominance of home insecticides

Leading company remains active in advertising

Innovation responds to specific virus threats

CATEGORY DATA

Table 65 Sales of Home Insecticides by Category: Value 2014-2019
Table 66 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 67 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 68 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 69 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024

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