Home Care in Guatemala

Home Care in Guatemala

EXECUTIVE SUMMARY

COVID-19 impact on home care

COVID-19 country impact

Company response

Retailing shift

What next for home care?

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in Guatemala

KEY DATA FINDINGS

2020 IMPACT

Growth increases as consumers stock up on laundry care, focusing on keeping clothes hygienic

Players respond to COVID-19 by launching products with antibacterial qualities

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

RECOVERY AND OPPORTUNITIES

Price-point remains key across the forecast period, with Union SA retaining its lead

New products across the forecast period will aim to attract low-income consumers

Hand washing will remain the most popular method for laundry in Guatemala

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2015-2020

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2015-2020
Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 14 Sales of Laundry Aids by Category: Value 2015-2020
Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 16 Sales of Laundry Detergents by Category: Value 2015-2020
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in Guatemala

KEY DATA FINDINGS

2020 IMPACT

The lockdown period and interest in hygiene boosts growth in 2020

Players release products with antibacterial properties to align with COVID-19 trends

Colgate-Palmolive continues to lead, as domestic players build ground

RECOVERY AND OPPORTUNITIES

Price sensitivity continues to shape consumers purchases across the forecast period

Dishwashing has the opportunity to expand across the forecast period

Automatic dishwashing fails to make a presence over the coming years

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2015-2020
Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in Guatemala

KEY DATA FINDINGS

2020 IMPACT

Stockpiling and a rising interest in health and hygiene boosts sales during 2020

Lower-income consumers preference multi-cleaners, as players focus on antibacterial properties

Colgate-Palmolive remains ahead in surface care, although it loses share to others

RECOVERY AND OPPORTUNITIES

Enhanced cleaning routines continue to benefit sales across 2021 and 2022

Multipurpose cleaners gain ground as all-purpose cleaning wipes grow

Domestic brands focus on economy varieties to gain ground over the coming years

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2015-2020
Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
Table 37 NBO Company Shares of Surface Care: % Value 2016-2020
Table 38 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 39 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in Guatemala

KEY DATA FINDINGS

2020 IMPACT

Value growth increases as consumers interest in hygiene and sanitation rises

COVID-19 increases the presence of bleach in modern grocery retailers

The top three players lose share to others as price sensitivity rises

RECOVERY AND OPPORTUNITIES

An increasing interest in hygiene persists, supporting sales over the early forecast period

The growth of new alternatives is set to challenge ongoing sales of bleach

Innovation in bleach will focus on packaging that aligns to consumers growing demands

CATEGORY DATA

Table 41 Sales of Bleach: Value 2015-2020
Table 42 Sales of Bleach: % Value Growth 2015-2020
Table 43 NBO Company Shares of Bleach: % Value 2016-2020
Table 44 LBN Brand Shares of Bleach: % Value 2017-2020
Table 45 Forecast Sales of Bleach: Value 2020-2025
Table 46 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in Guatemala

KEY DATA FINDINGS

2020 IMPACT

Growth is limited as many households in Guatemala do not have a flush toilet

Toilet/liquids foam continues to lead toilet care sales throughout 2020

SC Johnson maintains its place at the top during the outbreak of COVID-19

RECOVERY AND OPPORTUNITIES

Growth is positive; however, the landscape remains small over the coming years

Low innovation over the coming years, as toilet care sees a lack of consumer interest

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

CATEGORY DATA

Table 47 Sales of Toilet Care by Category: Value 2015-2020
Table 48 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 49 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 50 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 51 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in Guatemala

KEY DATA FINDINGS

2020 IMPACT

Floor polishes records growth, while shoe polish declines due to home seclusion

Furniture, floor, and metal polishes have limited appeal in Guatemala

Picasa leads polishes with Shinola brand of shoe polish

RECOVERY AND OPPORTUNITIES

Growth recovers as shoe polishes benefit from an end to home seclusion

Shoe polishes will continue to drive sales in polishes over the forecast period

Little incentive for marketing within polishes will limit growth

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2015-2020
Table 54 Sales of Polishes by Category: % Value Growth 2015-2020
Table 55 NBO Company Shares of Polishes: % Value 2016-2020
Table 56 LBN Brand Shares of Polishes: % Value 2017-2020
Table 57 Forecast Sales of Polishes by Category: Value 2020-2025
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in Guatemala

KEY DATA FINDINGS

2020 IMPACT

Sales of spray/aerosol air fresheners increase as car air fresheners decline due to home seclusion

SC Johnson maintains leadership of air care during COVID-19

Domestic brands struggle to compete against multinationals

RECOVERY AND OPPORTUNITIES

Growth is driven by spray/aerosol air fresheners, as car air fresheners recover from 2021

Innovation in air care will remain in line with international trends

A rising demand for natural scents is forecast to be a key growth driver

CATEGORY DATA

Table 59 Sales of Air Care by Category: Value 2015-2020
Table 60 Sales of Air Care by Category: % Value Growth 2015-2020
Table 61 NBO Company Shares of Air Care: % Value 2016-2020
Table 62 LBN Brand Shares of Air Care: % Value 2017-2020
Table 63 Forecast Sales of Air Care by Category: Value 2020-2025
Table 64 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in Guatemala

KEY DATA FINDINGS

2020 IMPACT

Increasing price-sensitivity reduces demand for home insecticides in 2020

Spray/aerosol insecticides lead the landscape in 2020

SC Johnson retains dominance as retailers and brands focus on price-promotions

RECOVERY AND OPPORTUNITIES

Recovery from 2021 as major players focus on eco-friendly properties

A wide variety of products caters to different needs as innovations focus on specific threats

Seasonal insect infestations drive sales in home insecticides over the forecast period

CATEGORY DATA

Table 65 Sales of Home Insecticides by Category: Value 2015-2020
Table 66 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 67 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 68 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 69 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025

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