Men's Grooming in Guatemala

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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