Men's Grooming in Guatemala

2020 IMPACT

Home seclusion and lack of socialising reduces grooming routines

Due to the outbreak of COVID-19 in the country, men’s grooming recorded a value decline in 2020, with lockdown and ongoing home seclusion reducing grooming routines. This led to a value decline of 16%, which can be compared to growth of 4% the previous year.

Razors and blades decline as, due to COVID-19, facial hair becomes a trend

As an increasing number of men became more relaxed in the grooming habits, this including shaving less frequently, which led to a trend of growing facial hair. This saw men’s shaving record a value decline of 9%, with the deepest decline seen from men’s razors and blades.

Procter & Gamble strengthens its lead, as Perco SA loses share

Procter & Gamble strengthened its leadership of men’s grooming in 2020 due to its dominance of men’s shaving, which, despite the popularity for growing beards due to COVID-19, remained a relevant 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.

RECOVERY AND OPPORTUNITIES

A return to the workplace boosts value growth for men’s grooming

Following a double-digit value decline in 2020, double-digit growth is predicted for 2021, as the landscape begins to recover. This will be driven by a return to socialising, with essential men’s grooming products such as men’s toiletries, men’s deodorants, men’s hair care, and men’s skin care predicted to benefit from male consumers returning to the workplace and socialising outside of the home environment.

Smaller, independent players struggle following the impact of COVID-19

During the outbreak of COVID-19 in 2020, specialised stores for men’s grooming faced heavy financial challenges, and some started to go bankrupt as a result of prolonged closures and curfews. Most of these stores were relatively new and start-up businesses that could not survive the impact of the pandemic.

The ongoing popularity of beards challenges sales across the forecast period

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.