Executive Summary

Jun 2019
PROSPECTS
The product portfolio grows mainly in the middle to upper-end of the market

Men’s grooming is a category which used to be comprised mainly of razors and blades, shaving creams and men’s deodorants. However, this is changing, and men are more open to using personal care products that are designed specifically for them, such as shampoos, face and body creams and body washes.

Basic products at the lower-end of the market, premiumisation at the higher-end

Guatemala’s largest consumer base is concentrated in the lower-end to middle of the market, in which consumers have tight 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.

Women are the main buyers of men’s grooming products

Guatemala continues to be a traditional country, where women continue to be the main family shoppers, either as mother or housewife. It is common for women to buy men’s grooming products for their family members, as they find it easier to have them use products specifically designed for them.

COMPETITIVE LANDSCAPE
Procter & Gamble leads men’s grooming with a wide portfolio

Procter & Gamble Interamericas continued to lead men’s grooming in value terms in 2018, with a wide product and brand portfolio. Its leading brands Gillette, Head & Shoulders Men and Old Spice have several products and pack sizes that target a wide consumer base.

International brands have a stronger presence

International brands have a larger portfolio in men’s grooming in Guatemala. These companies have the budgets to offer several brands, pack sizes and products to adapt to Guatemala’s different economic groups and offer them products they can afford and are willing to use.

New product launches

New product launches in men’s grooming are more commonly seen in modern grocery retailers, with standard brands that target the middle to upper-end of the market. In 2018, Procter & Gamble Interamericas de Guatemala reactivated its Old Spice brand and introduced new products such as Old Spice Timber with Sandalwood Body Wash.

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Men's Grooming in Guatemala

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Overview

Discover the latest market trends and uncover sources of future market growth for the Men's Grooming industry in Guatemala with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Men's Grooming industry in Guatemala, our research will save you time and money while empowering you to make informed, profitable decisions.

The Men's Grooming in Guatemala market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Men's Grooming in Guatemala?
  • What are the major brands in Guatemala?
  • Are systems or disposable razors and blades more popular in shaving?
  • Which men’s category is seeing most dynamic growth?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Men's Grooming in Guatemala - Category analysis

HEADLINES

PROSPECTS

The product portfolio grows mainly in the middle to upper-end of the market
Basic products at the lower-end of the market, premiumisation at the higher-end
Women are the main buyers of men’s grooming products

COMPETITIVE LANDSCAPE

Procter & Gamble leads men’s grooming with a wide portfolio
International brands have a stronger presence
New product launches

CATEGORY DATA

Table 1 Sales of Men’s Grooming by Category: Value 2013-2018
Table 2 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 3 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 4 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 5 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 6 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 7 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 8 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 9 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Beauty and Personal Care in Guatemala - Industry Overview

EXECUTIVE SUMMARY

Beauty and personal care continues to grow, but at a slower rate
New international brands in the market
Large product portfolios in the market
2018 new product launches
Globalisation will continue to set beauty and personal care trends

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 17 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 18 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources