Men’s grooming is expected to maintain relatively small, yet stable, volume and value growth over the forecast period. Whilst the category has scope for more dynamic growth, the ongoing inflationary pressures will dampen sales opportunities.
Procter & Gamble Interamericas de Guatemala Ltd is expected to maintain its lead in men’s grooming over the forecast period. The player has the most robust portfolio, with strong brand positioning and names such as Gillette, Speed Stick, Old Spice, and Perma Sharp.
Deodorants is the men´s grooming subcategory expected to face a serious penetration from economy brands, led by direct sellers such as Flushing Cosmetics and Avon, who offer roll-ons and sticks at lower prices than seen from leading brands in both the modern and traditional channels. Indeed, due to the ingoing inflationary pressures, men’s deodorants is a key area in which many price-sensitive consumers will trade down.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Guatemala with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Men's Grooming industry in Guatemala, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
See All of Our DefinitionsThis report originates from Passport, our Men's Grooming research and analysis database.
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