Mass Beauty and Personal Care in Guatemala

PROSPECTS

Mass beauty and personal care is strongest in Guatemala

In 2017, mass beauty and personal care accounted for the majority of retail value sales in Guatemala. The country’s large low-income consumer group has low disposable incomes and bases their purchasing decisions mainly on price.

Independent small grocers is the leading retail channel

Guatemalans’ strong tradition of shopping through independent small grocers allows this channel to lead the distribution of mass beauty and personal care products. These stores usually offer small pack sizes and economy brands which fit the budgets of consumers at the lower-end of the market.

Segmentation in mass beauty and personal care

There is strong product segmentation in mass beauty and personal care. Products that cater to the lower-end of the market are usually economy, offering small pack sizes and economy packaging to make them more affordable.

COMPETITIVE LANDSCAPE

Colgate-Palmolive Guatemala leads mass beauty and personal care

In 2017, Colgate-Palmolive Guatemala led mass beauty and personal care in value terms. The company has a wide product portfolio under its brands Colgate and Palmolive, with different pack sizes and levels of quality, which allows it to reach a wide consumer base, from the lower- to higher-end of the market.

International brands dominate

International brands such as Colgate, Avon and Pantene have strong penetration, recognition and participation in Guatemala. Constant innovation and large marketing budgets have allowed many of these brands to enjoy strong brand awareness and loyalty.

Mass colour cosmetics is expected to see the strongest growth

Mass colour cosmetics is expected to register the strongest retail value CAGR at constant 2017 prices during the forecast period. The strong penetration that these products have amongst women in Guatemala, and the fast evolution of trends, such as women constantly buying different colour cosmetics, are expected to lead to strong growth.

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