Mass Beauty and Personal Care in Guatemala

PROSPECTS

Small packages, low unit prices

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 factor considered when making a purchasing decision.

Traditional retailers lead

Traditional retailers, mainly independent small grocers, are the most important retail outlets for sales of mass beauty and personal care products in Guatemala. There are over 125,000 of these stores in Guatemala, both in urban and rural areas of the country, and they usually offer a variety of beauty and personal care products which are considered necessities by consumers.

Innovation is slower in mass beauty and personal care

Innovation in mass beauty and personal care tends to be slower than in premium beauty and personal care in Guatemala, mainly because consumers are looking for affordable products and are not willing to pay extra for value-added benefits. However, as products evolve, formula improvements tend to be seen in mass beauty and personal care, and this efficacy usually results in brand loyalty, since consumers trust the brands that they are already using.

COMPETITIVE LANDSCAPE

Colgate-Palmolive Guatemala leads mass beauty and personal care

Colgate-Palmolive Guatemala continued to lead mass beauty and personal care in value terms in 2018. The company has a wide product portfolio, such as toothpaste, deodorants, hair care products and bath and shower products.

Direct sellers are strong in mass beauty and personal care

Amongst non-store retailers, direct selling companies have the strongest presence in Guatemala. There are both international and domestic companies seen in both urban and rural areas of the country.

Mass deodorants registers the strongest value growth

In 2018, mass deodorants registered the strongest current value growth in mass beauty and personal care. Strong promotions, such as buy-two-get-one-free, and price wars between leading companies such as Colgate-Palmolive and BDF Centroamérica, lowered unit prices, and allowed consumers in lower economic groups to use these products.

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