Nappies/Diapers/Pants in Guatemala

PROSPECTS

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 channel for as low as GTQ1 per unit are the main reason that low-income consumers increasingly considering disposable nappies/diapers as a viable option.

Potty training age continues to influence sales of nappies/diaper/pants

Standard nappies are by far the biggest selling category of nappies/diapers/pants. Nappies/diapers are generally used until the age of 18 months.

Strong growth expected in the category during the forecast period

There remains room for further growth in sales of nappies/diapers/pants as the regular use of these products remains strongly linked to household income level. As incomes continue to grow, consumers are increasingly likely to trade up to higher-quality brands and/or use more nappies/diapers/pants per day.

COMPETITIVE LANDSCAPE

Kimberly-Clark Guatemala maintains its leading position

Kimberly-Clark Guatemala leads sales of nappies/diapers/pants. This is mainly due to the wide product portfolio offered by its leading brand Huggies.

Procter & Gamble Interamericas de Guatemala is the second leading company

Procter & Gamble maintained its position as the second strongest company in nappies/diapers/pants in 2018. Its iconic brand Pampers remains popular among mid- and high-income consumers, although its higher prices tend to limit demand to these more affluent groups.

International brands continue to lead sales

International brands such as Huggies by Kimberly-Clark, Pampers by Procter & Gamble, Kiddies by Mabe Productos Internacionales and Wal-Mart’s private label Parent’s Choice are the strongest names in nappies/diapers/pants in Guatemala. The remaining sales in the category are fragmented and split between numerous small domestic and international economy players, with many such products sold as generic products without brand name in traditional retail outlets.

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