Men's Grooming in Guatemala

PRE-COVID-19 PERFORMANCE

Increasing acceptance amongst local consumers for men’s grooming, yet unstable economy leads to some trading down, with lower volume and value growth for 2019

The concept of men’s grooming has become increasingly accepted in Guatemala, where the idea of men focusing on their own health and wellbeing, including personal grooming habits beyond the traditional shaving, is no longer the taboo it once was. This has led to the stronger development of men’s grooming products in the country over the review period with mid- to high-income consumers in particular, who are more culturally open to using these products, appreciating toiletries or hair care specifically created for them rather than using standard shampoos or shower gels for the entire family.

Ongoing popularity of beards in Guatemala slows demand for men’s shaving in 2019

Guatemala’s largest consumer base is concentrated in the lower-end to middle of the market, in which consumers have restrictive budgets and can only afford economy brands and basic quality products. Education levels also tend to be lower amongst these consumers, and men also have stronger taboos about using male-specific personal care products.

Procter & Gamble strengthens overall leadership of men’s grooming in 2019 with wide product portfolio

Procter & Gamble strengthened its leadership of men’s grooming in 2019, due to its dominance of men’s shaving, which despite the ongoing popularity for growing beards in Guatemala, remains a relevant and large category overall. Its leading brand Perma Sharp dominates men’s razors and blades while Gillette Series and Gillette lead post-shave and pre-shave, respectively.

2020 AND BEYOND

COVID-19 impact

Value sales of men’s grooming are now expected to decline by 6% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to an expected 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within men’s grooming

Men’s shaving is predicted to record a flat performance in 2020. With many men remaining at home during the lockdown, an increasing number of men are likely to take a more relaxed attitude to shaving, and further explore the trend for growing facial hair which emerged over the review period, with well-maintained beards becoming increasingly fashionable and deemed to be more “masculine”.

Recovery and opportunities

Normalisation in terms of purchasing behaviour for more essential men’s grooming products such as men’s toiletries, men’s deodorants, men’s hair care and men’s skin care is predicted to return from 2021, as local male consumers return to the workplace and socialising outside of the home environment. Mid-income and more affluent consumers are likely to return to purchasing products specifically targeted to them rather than using generic personal care items once they are back in the workplace.

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