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Learn moreJul 2020
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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.
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 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.
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.
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”.
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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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.
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This industry report originates from Passport, our Beauty and Personal Care market research database.
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.