Men's Grooming in Guatemala

PROSPECTS

Lack of penetration in the lower-end of the category hinders growth

Men’s grooming was a category that began to show dynamism in the review period, with several new product launches in categories in which products were previously negligible, such as shampoos and body wash. However, there is a lack of penetration in the lower-end of the market, which is the largest in Guatemala, and in which disposable incomes are tight.

Men’s bath and shower drives growth

Men’s bath and shower registered the strongest current value growth within men’s grooming in 2017. The appearance of new products, such as Protex Men 3-in-1 and DK-12 Men 3-in-1, which offer more benefits and can be used as shampoo, body wash and face wash, prompted this strong performance.

Beards become increasingly popular amongst higher-income consumers

The growing importance of men’s personal image is also driving sales of personal care appliances. Many higher-income men are sporting beard and/or moustache, and are demanding products and appliances such as shavers and trimmers for use at home to maintain them.

COMPETITIVE LANDSCAPE

Procter & Gamble Interamericas leads men’s grooming

Procter & Gamble Interamericas de Guatemala led men’s grooming in value terms in 2017. Its leading brand Gillette is strongest in men’s shaving, with a wide product portfolio at different prices, which allows it to reach a wide consumer base.

New product launches

New product launches have slowed down within men’s grooming, which is a sign that it is reaching maturity, as companies are focusing on creating the habit amongst men of using their own personal care products. In 2017, Colgate-Palmolive Guatemala launched Protex Men 3-in-1, which can be used as a shampoo, body wash and beard wash.

Domestic brands and the presence of private label

Men’s grooming is strongly dominated by international brands, which accounted for almost all value sales in 2017. The most significant domestic company is Industria la Popular, which is present in men’s bath and shower in soap with its brand DK-12 Men, which is available in both bar and gel presentations.

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