According to industry sources, oral care products, mainly specialist toothpastes, struggled during 2020 and continued to do so in 2021. Toothpaste for whitening, sensitive teeth and gingivitis were some of the affected toothpaste categories as consumers increasingly opted for cheaper regular toothpaste.
Oral care is offered by a wide range of channels, including the dominant traditional grocery retailers, in addition to convenience stores, local markets and for mid-to high-income consumers, modern grocery retailers such as supermarkets. These stores offer a variety of products for most budgets, although Colgate remains the dominant brand overall, with a wide product portfolio in terms of cost, functionality and flavours.
Colgate-Palmolive retained its dominance of oral care in 2021. The player benefits from its long-standing and trusted global brand Colgate, which offers a large product portfolio ranging from basic economy products to premium products.
Toothpaste and mouthwashes with added benefits or those with specific issues are expected to slowly recover during the forecast period as industry leaders are significantly investing in innovation in these areas. It is expected that consumers will slowly return to their usual specialist brands or switch to these brands since oral health has been neglected during the pandemic, which will certainly benefit the market in value terms in the period to 2026.
Industry sources have commented on how Guatemala is one of the countries in Central America with the lowest oral care penetration and awareness as a result of economic and educational factors. This has reportedly worsened during the pandemic years, which has encouraged the oral care industry in the country to invest in PR and educational campaigns about oral health.
Over the past five years, innovation in terms of eco-friendly packaging and products, as well as natural ingredients has increased in the oral care market in Guatemala. A niche group of increasingly health- and environment-conscious consumers are willing to pay more for these attributes and further development is expected in this are over the course of the forecast period.
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Understand the latest market trends and future growth opportunities for the Oral Care 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.
If you're in the Oral Care industry in Guatemala, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Oral Care
This is the aggregation of toothpaste, toothbrushes, mouthwashes/dental rinses, denture care, mouth fresheners at-home teeth whiteners and dental floss.
See All of Our DefinitionsThis report originates from Passport, our Oral Care research and analysis database.
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