Following the outbreak of COVID-19 in Guatemala in 2020, consumers in the country faced considerable economic turmoil and financial uncertainty. With the threat of job losses and reduced income, many consumers were forced to economise and save money on non-essential purchases in 2020.
In 2020, leading brands in nappies/diapers/pants joined forces to help to support COVID-19 relief efforts in Guatemala. They did so by providing products to households that could not afford to purchase products in this category, as consumers across the country saw their spending power cut considerably in 2020.
The convenience of using disposable nappies/diapers/pants and their increasing affordability are the main factors supporting demand among a wider consumer base. As such, disposable nappies/diapers remained the most popular products for parents with infants in 2020, as these are more affordable and easier to use as they do not require cleaning.
Nappies/diapers/pants has registered a strong retail volume and retail current value growth trajectory over the review period as the category improves its penetration in the Guatemalan market. Despite having made good gains in the country, however, the category still has plenty of room for growth and opportunities for more brands to emerge or expand in Guatemala.
There is still strong growth potential within nappies/diapers/pants in Guatemala, with demand in all categories being boosted by improving living standards and the adoption of Western purchasing habits. As the COVID-19 pandemic comes to an end over the forecast period, consumer spending power is expected to recover which will help to boost value and volume growth in the coming years.
Disposable pants offers particularly strong retail current value growth prospects and continue to see the introduction of new innovative options, while appealing to parents by offering convenience and comfort. Natural, sustainable and organic products will also offer players a way to add value.
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This report originates from Passport, our Nappies/Diapers/Pants research and analysis database.
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