Mass beauty and care in Guatemala saw recovery and growth in 2021 with the reopening of the country following COVID-19 and return to work and social activities. Bar soap and sanitising/cleansing products continued to see strong demand as consumers’ interest in health and hygiene increased due to COVID-19.
Direct sellers players expanded their sales forces during the pandemic, reaching out to more consumers of mass beauty and personal care products and helping to drive sales growth in the category in 2021. The sales forces could grow during this time thanks to increased awareness of spending and saving as people looked to increase their household incomes.
While e-commerce remains a negligible distribution channel for beauty and personal care in Guatemala, the pandemic led to an uplift in growth for the channel and further strong double-digit growth was recorded in 2021. This was due to store closures leading to retailers encouraging consumers to continue purchasing items through online platforms, using convenient delivery services in addition to click-and-collect options.
Guaranteed access is the core strategy of players in the mass beauty and personal care market in Guatemala. Leading players have struggled in the last two years, as a result of the challenges presented by the COVID-19 pandemic, to protect massive distribution across country and it will therefore be a priority over the course of the forecast period to 2026.
During the first year of the pandemic, players in the beauty and personal care industry in Guatemala invested in an omnichannel sales and promotional strategy, and e-commerce or delivery sales methods were implemented. Many players will continue to focus on their e-commerce presence across the forecast period, encouraging further growth in the channel as consumers appreciate the convenience it offers.
Mass beauty and care players are expected to invest in the life cycle management of their brands through constant innovation in order to drive sales of mass beauty and personal care over the course of the forecast period. Whilst the pandemic slowed down new product development in the category at the end of the review period, it is expected that innovations, line extensions, new formulations and new presentations will be constantly introduced over the period to 2026.
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Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.See All of Our Definitions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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