Following double-digit value decline in 2020 due to home seclusion, double-digit growth was recorded in men’s grooming in 2021 thanks to the return to socialising and the workplace. Men’s razors and blades had a particularly good year as leading brands and other players rolled out constant volume promotions, including 3x2, buy-6-get-8 or special aftershave and razor combos.
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 maintained its lead of men’s grooming in 2021 due to its dominance of men’s shaving. Its leading brand Perma Sharp dominates men’s razors and blades, while Gillette Series and Gillette lead post-shave and pre-shave, respectively.
Over the last five years, men’s barber shops have expanded significantly throughout Guatemala. Premium and more modest concepts have flourished, attracting a variety of men to use their services.
Recent added benefits to razors and blades, after shave and other men’s toiletries include products for sensitive or dry skin, as well as products with antibacterial properties. This strategy of innovating and maintaining a brand’s life cycle management and thereby increasing sales value in the category is expected to continue over the course of the forecast period.
Even though Gillette faces competition from Bic in razors and BDF in after shave products, it is expected that Procter & Gamble will continue to lead men’s grooming over the forecast period to 2026. The company enjoys strong consumer awareness and appreciation, and is widely available.
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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.
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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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