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Country Report

Home Care in

Home Care in Guatemala

46 pages, Feb 2018

US$2,650

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Positive performance seen in 2017

Home care continues to see healthy growth in Guatemala, mainly from an active market that is constantly innovating to give consumers what they are looking for. Innovation in the lower end of the market is mainly through more affordable products, smaller pack sizes and more affordable packages, such as refillable bags.

Brands are expanding product portfolios

Home care in Guatemala is dominated by few brands, with both domestic and imported brands apparent. Large brands, such as Magia Blanca (Grupo PDC) which leads bleach, are expanding their product portfolios and introducing other home care products with their brands, such as Magia Blanca multi-purpose cleaner.

Home care led by few companies

The top four companies hold more than half of home care retail value sales: Industria La Popular SA (domestic, both national producer and importer of international brands), Union SA (imports products from Mexico), Henkel La Luz (international) and Procter & Gamble Interamericas Ltda (international) are the strongest companies in home care. These companies have wide product portfolios, strong distribution networks, and are constantly innovating to introduce the latest trends in home care.

Traditional channel continues to be very strong in Guatemala

The traditional channel continues to be the most important in Guatemala, with over 125,000 small independent grocers across the country and Guatemalans have a strong tradition of shopping through these stores. Smaller pack sizes, that are more affordable by the unit, are commonly seen through this channel.

Strong performance expected over the forecast period

Home care is expected to continue to post positive performance over the forecast period. Local consumers will continue to demand and use home care products as they are considered to be necessary in consumers’ daily lives.

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Samples

Home Care Sample Report Home Care Sample Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Home Care industry in Guatemala with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Home Care industry in Guatemala, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Guatemala for free:

The Home Care in Guatemala market research report includes:

Analysis of key supply-side and demand trends
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Home Care in Guatemala?
What are the major brands in Guatemala?
What is the importance of the trend towards environmentally friendly products in home care?
What are the main growth drivers of the home care market in Guatemala?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

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Home Care in Guatemala

EXECUTIVE SUMMARY

Positive performance seen in 2017

Brands are expanding product portfolios

Home care led by few companies

Traditional channel continues to be very strong in Guatemala

Strong performance expected over the forecast period

MARKET INDICATORS

Table 1 Households 2012-2017

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2012-2017
Table 3 Sales of Home Care by Category: % Value Growth 2012-2017
Table 4 NBO Company Shares of Home Care: % Value 2013-2017
Table 5 LBN Brand Shares of Home Care: % Value 2014-2017
Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017
Table 7 Distribution of Home Care by Format: % Value 2012-2017
Table 8 Distribution of Home Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Home Care by Category: Value 2017-2022
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022

DEFINITIONS

SOURCES

Summary 1 Research Sources

Air Care in Guatemala

HEADLINES

PROSPECTS

Standard products continue to be the most prevalent

Large product portfolios and value-added benefits

Popular scents

COMPETITIVE LANDSCAPE

SC Johnson de Centroamerica leads the category

Febreze registers strongest growth

Low innovation rate

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2012-2017
Table 12 Sales of Air Care by Category: % Value Growth 2012-2017
Table 13 NBO Company Shares of Air Care: % Value 2013-2017
Table 14 LBN Brand Shares of Air Care: % Value 2014-2017
Table 15 Forecast Sales of Air Care by Category: Value 2017-2022
Table 16 Forecast Sales of Air Care by Category: % Value Growth 2017-2022

Bleach in Guatemala

HEADLINES

PROSPECTS

Bleach gel brings dynamism to mature category

Bleach is popular multi-purpose cleaner and disinfectant

Bleach continues to grow due to low prices and multi-functionality

COMPETITIVE LANDSCAPE

Magia Blanca is the leading bleach brand in Guatemala

Domestic brands control de bleach category

Bleach remains a standard product with little differentiation

CATEGORY DATA

Table 17 Sales of Bleach: Value 2012-2017
Table 18 Sales of Bleach: % Value Growth 2012-2017
Table 19 NBO Company Shares of Bleach: % Value 2013-2017
Table 20 LBN Brand Shares of Bleach: % Value 2014-2017
Table 21 Forecast Sales of Bleach: Value 2017-2022
Table 22 Forecast Sales of Bleach: % Value Growth 2017-2022

Dishwashing in Guatemala

HEADLINES

PROSPECTS

Paste hand-dishwashing products are the most prevalent

Category still has room to expand

Automatic dishwashing products

COMPETITIVE LANDSCAPE

Colgate-Palmolive leads the category

Formula improvement drives sales in the category

International and domestic brands are present in Guatemala

CATEGORY INDICATORS

Table 23 Household Possession of Dishwashers 2012-2017

CATEGORY DATA

Table 24 Sales of Dishwashing by Category: Value 2012-2017
Table 25 Sales of Dishwashing by Category: % Value Growth 2012-2017
Table 26 NBO Company Shares of Dishwashing: % Value 2013-2017
Table 27 LBN Brand Shares of Dishwashing: % Value 2014-2017
Table 28 Forecast Sales of Dishwashing by Category: Value 2017-2022
Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022

Home Insecticides in Guatemala

HEADLINES

PROSPECTS

Appearance of mosquito-borne viruses drives sales in Guatemala

Spray/aerosol registers the strongest retail value growth

Other home insecticides

COMPETITIVE LANDSCAPE

SC Johnson de Centroamerica leads the category

Marketing campaigns

New product launches

CATEGORY DATA

Table 30 Sales of Home Insecticides by Category: Value 2012-2017
Table 31 Sales of Home Insecticides by Category: % Value Growth 2012-2017
Table 32 NBO Company Shares of Home Insecticides: % Value 2013-2017
Table 33 LBN Brand Shares of Home Insecticides: % Value 2014-2017
Table 34 Forecast Sales of Home Insecticides by Category: Value 2017-2022
Table 35 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022

Laundry Care in Guatemala

HEADLINES

PROSPECTS

Smaller pack sizes are being introduced

Concentrated liquid detergents enter the market

Hand washing prevails

COMPETITIVE LANDSCAPE

Union SA leads the category

New product launches

Private label

CATEGORY INDICATORS

Table 36 Household Possession of Washing Machines 2012-2017

CATEGORY DATA

Table 37 Sales of Laundry Care by Category: Value 2012-2017
Table 38 Sales of Laundry Care by Category: % Value Growth 2012-2017
Table 39 Sales of Laundry Aids by Category: Value 2012-2017
Table 40 Sales of Laundry Aids by Category: % Value Growth 2012-2017
Table 41 Sales of Laundry Detergents by Category: Value 2012-2017
Table 42 Sales of Laundry Detergents by Category: % Value Growth 2012-2017
Table 43 NBO Company Shares of Laundry Care: % Value 2013-2017
Table 44 LBN Brand Shares of Laundry Care: % Value 2014-2017
Table 45 NBO Company Shares of Laundry Aids: % Value 2013-2017
Table 46 LBN Brand Shares of Laundry Aids: % Value 2014-2017
Table 47 NBO Company Shares of Laundry Detergents: % Value 2013-2017
Table 48 LBN Brand Shares of Laundry Detergents: % Value 2014-2017
Table 49 Forecast Sales of Laundry Care by Category: Value 2017-2022
Table 50 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022

Polishes in Guatemala

HEADLINES

PROSPECTS

Lack of innovation hinders growth

Polishes has a small consumer base in Guatemala

Shoe polish drives overall category

COMPETITIVE LANDSCAPE

Pricasa SA leads polishes

Advertising campaigns

Domestic and international brands

CATEGORY DATA

Table 51 Sales of Polishes by Category: Value 2012-2017
Table 52 Sales of Polishes by Category: % Value Growth 2012-2017
Table 53 NBO Company Shares of Polishes: % Value 2013-2017
Table 54 LBN Brand Shares of Polishes: % Value 2014-2017
Table 55 Forecast Sales of Polishes by Category: Value 2017-2022
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2017-2022

Surface Care in Guatemala

HEADLINES

PROSPECTS

Home care brands expand product portfolios with surface care products

Consumers are price sensitive

Cleaning wipes still cater to a very small niche

COMPETITIVE LANDSCAPE

Colgate-Palmolive Centroamerica SA leads the category

International and domestic brands are present in the category

Marketing campaigns

CATEGORY DATA

Table 57 Sales of Surface Care by Category: Value 2012-2017
Table 58 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 59 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017
Table 61 NBO Company Shares of Surface Care: % Value 2013-2017
Table 62 LBN Brand Shares of Surface Care: % Value 2014-2017
Table 63 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 64 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022

Toilet Care in Guatemala

HEADLINES

PROSPECTS

Lack of toilets hinders growth of toilet care in Guatemala

Different toilet care products

Forecast performance impacted by frequency of usage

COMPETITIVE LANDSCAPE

SC Johnson de Centroamerica is the category leader

International brands are more prevalent

Lack of innovation hinders growth

CATEGORY DATA

Table 65 Sales of Toilet Care by Category: Value 2012-2017
Table 66 Sales of Toilet Care by Category: % Value Growth 2012-2017
Table 67 NBO Company Shares of Toilet Care: % Value 2013-2017
Table 68 LBN Brand Shares of Toilet Care: % Value 2014-2017
Table 69 Forecast Sales of Toilet Care by Category: Value 2017-2022
Table 70 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Home Care in Guatemala

New Report Guarantee

Executive Summary

New Report Guarantee

Positive performance seen in 2017

Brands are expanding product portfolios

Home care led by few companies

Traditional channel continues to be very strong in Guatemala

Strong performance expected over the forecast period

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Home Care in Guatemala

EXECUTIVE SUMMARY

Positive performance seen in 2017

Brands are expanding product portfolios

Home care led by few companies

Traditional channel continues to be very strong in Guatemala

Strong performance expected over the forecast period

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

Air Care in Guatemala

HEADLINES

PROSPECTS

Standard products continue to be the most prevalent

Large product portfolios and value-added benefits

Popular scents

COMPETITIVE LANDSCAPE

SC Johnson de Centroamerica leads the category

Febreze registers strongest growth

Low innovation rate

CATEGORY DATA

Bleach in Guatemala

HEADLINES

PROSPECTS

Bleach gel brings dynamism to mature category

Bleach is popular multi-purpose cleaner and disinfectant

Bleach continues to grow due to low prices and multi-functionality

COMPETITIVE LANDSCAPE

Magia Blanca is the leading bleach brand in Guatemala

Domestic brands control de bleach category

Bleach remains a standard product with little differentiation

CATEGORY DATA

Dishwashing in Guatemala

HEADLINES

PROSPECTS

Paste hand-dishwashing products are the most prevalent

Category still has room to expand

Automatic dishwashing products

COMPETITIVE LANDSCAPE

Colgate-Palmolive leads the category

Formula improvement drives sales in the category

International and domestic brands are present in Guatemala

CATEGORY INDICATORS

CATEGORY DATA

Home Insecticides in Guatemala

HEADLINES

PROSPECTS

Appearance of mosquito-borne viruses drives sales in Guatemala

Spray/aerosol registers the strongest retail value growth

Other home insecticides

COMPETITIVE LANDSCAPE

SC Johnson de Centroamerica leads the category

Marketing campaigns

New product launches

CATEGORY DATA

Laundry Care in Guatemala

HEADLINES

PROSPECTS

Smaller pack sizes are being introduced

Concentrated liquid detergents enter the market

Hand washing prevails

COMPETITIVE LANDSCAPE