Retail Adult Incontinence in Guatemala

PROSPECTS

Design improvement drives sales of adult incontinence

Adult incontinence remains a small category in Guatemala. These products cater to a small niche consumer group of mid- and high-income consumers.

Retail distribution crucial to sales of adult incontinence

The high unit prices of adult incontinence products have placed limits on 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.

Heavy and light incontinence light products do not really compete with each other

Heavy incontinence products have a far stronger presence in Guatemala and this is almost certainly because there remain taboos surrounding incontinence products, while light incontinence can be resolved with the use of substitute products such as sanitary protection. The taboos associated with incontinence products stem mainly from consumers not wanting to accept that they require these products and for this reason women in particular usually prefer to use sanitary protection products as a substitute when they experience light incontinence, rather than buy the adult incontinence products that they would benefit the most from.

COMPETITIVE LANDSCAPE

Essity and Kimberly-Clark remain the leading names in adult incontinence

Currently there are only three companies present in adult incontinence in Guatemala. Essity and Kimberly-Clark remain out in front.

International brands dominate sales

All brands of adult incontinence products sold in Guatemala are imported under international brands such as Tena, Depend, Poise, Plenitud and Affective. The consumer base for these products is dominated by mid- and high-income consumers, who are more likely to trust international brands as well as more willing to spend money on products that they consider to be effective and comfortable.

Innovation and marketing campaigns continue to be seen during 2018

Adult incontinence is a category that has seen considerable improvements in recent years, with more comfortable, discreet and efficient products that resemble regular underwear coming to the fore during the review period. During 2018 Kimberly-Clark introduced Plenitud Real Fit, a more comfortable design with separate products for men and women.

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