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Learn moreJun 2020
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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.
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.
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.
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.
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.
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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Overview
Discover the latest market trends and uncover sources of future market growth for the Incontinence industry in Guatemala with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Incontinence industry in Guatemala, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Tissue and Hygiene market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.