Nappies/Diapers/Pants in Guatemala

PRE-COVID-19 PERFORMANCE

Demand for convenience drives sales of disposable nappies/diapers/pants

The convenience of using disposable nappies/diapers/pants and their increasing affordability are the main factors supporting demand among a wider consumer base. The appearance of economy brands that can be purchased by the unit in traditional retail channels for as low as GTQ1 is the main reason that low-income consumers increasingly see disposable nappies/diapers as a viable option.

Demand for nappies/diaper/pants impacted by potty training differences

Standard nappies are by far the biggest selling category within nappies/diapers/pants. Typically, nappies/diapers are used until the age of 18 months.

Extensive product range ensures Kimberly-Clark remains in pole position

International brands continue to lead sales, with Kimberly-Clark remaining in pole position due to its wide Huggies portfolio. Huggies is a well-known and recognised brand that offers a wide portfolio including diapers for different ages and sizes and baby wipes.

2020 AND BEYOND

COVID-19 impact

In 2020, sales of nappies/diapers/pants are now expected to rise by 4% in constant 2019 value terms. This represents a decline from the 6% growth forecasted in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within nappies/diapers/pants

With COVID-19 having little impact on nappies/diapers/pants, growth rates across product categories are being shaped by other factors. For example, demand for disposable pants is set to continue rising in response to increasing demand for convenience and widespread promotion by manufacturers.

Recovery and opportunities

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. Price competition will also continue to intensify as leading brands like Huggies look to attract price sensitive Guatemalan consumers and compete with the growing number of cheaper local alternatives.

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