The outbreak of COVID-19 in 2020 led to an increase in sales for laundry care in Guatemala, seeing a slight increase in value sales compared to the previous year. With a lockdown installed from 17th March, and periodic lockdowns continuing throughout the year, consumers spent more time at home during 2020.
Laundry care recorded double-digit volume growth in 2020, with domestic brands increasing their presence, as price-point became even more important during the outbreak of COVID-19. As such, domestic players had an advantage by offering affordable products, attracting a growing number of consumers from low-income groups, and boosting sales of products positioned in low-price segments.
Bar detergents continue to hold the highest volume and current value share in laundry detergents. Its products are the most affordable and remain widely used in laundry across all economic groups, as the tradition of scrubbing clothes prior to washing them with liquid or powder detergent prevails.
Following the outbreak of COVID-19 in 2020, many consumers were cautious of their spending on laundry care, and therefore, they either traded down or moved to hand washing. As such, spending on laundry aids is expected to recover from 2022 onward.
Laundry care is expected to remain active in terms of new products and reformulations, and due to the economic recession following COVID-19, players will increase their efforts to attract Guatemala's lowest-income consumers, who traditionally limit their laundry care purchases to bar detergents. Towards the end of the review period, Grupo PDC launched two low-cost in-wash spot and stain removers, Magia Blanca Ropa Color 2 en 1 and Magia Blanca Quita Manchas.
Hand washing is expected to continue to remain a common way that consumers in Guatemala do their laundry. Among the country's low-income groups, few women work outside of the home and tend to do laundry daily.
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This report originates from Passport, our Laundry Care research and analysis database.
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