Retail Adult Incontinence in Guatemala

PRE-COVID-19 PERFORMANCE

New innovative and higher quality brands boost value sales

Adult incontinence remains a small category in Guatemala, catering to a niche group of mid- and high-income consumers. High unit prices and taboos associated with the use of adult incontinence products are among the main reasons why the category is struggling to record stronger growth.

Retail distribution crucial to sales of adult incontinence

High unit prices within adult incontinence limit the size of the category’s potential consumer base. Currently, these products are most likely to be found on the shelves of parapharmacies/drugstores and modern grocery retailers such as discounters, supermarkets and hypermarkets.

Sales remain concentrated among leading international brands

Currently, there are only three companies present in adult incontinence in Guatemala. Essity and Kimberly-Clark remain out in front due to the popularity of their leading Tena (Essity) and Depend, Plenitud and Poise (Kimberly-Clark) brands, which enjoy a strong level of trust among consumers.

2020 AND BEYOND

COVID-19 impact

Sales of retail adult incontinence are now expected to grow by 6% in constant 2019 value terms in 2020. This is in line with the forecast from our tissue and hygiene report published in February 2020 (pre-COVID-19), showing that the impact of the crisis will be limited.

Affected products within retail adult incontinence

Both light adult incontinence and moderate/heavy adult incontinence have benefited slightly from the impact of the COVID-19 pandemic in 2020 due to the fact that the majority of users are in the higher risk bracket. This has resulted in many of them self-isolating, with consumers stocking up as a result.

Recovery and opportunities

Retail adult incontinence will continue to perform well in Guatemala over the forecast period, benefiting from the ageing population and lessening of taboos surrounding incontinence. Leading brands will continue to focus on raising awareness of retail adult incontinence among the population by offering products that are convenient, comfortable and attractive.

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