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Incontinence in
Guatemala

Country Report

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Executive Summary

Mar 2019
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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Retail Adult Incontinence in Guatemala

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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.

The Incontinence in Guatemala market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Incontinence in Guatemala?
  • What are the major brands in Guatemala?
  • What are the most important channels for incontinence products?
  • How do light incontinence products perform compared to moderate/heavy incontinence products?

Why buy this report?

  • 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

This industry report originates from Passport, our Tissue and Hygiene market research database.

Retail Adult Incontinence in Guatemala - Category analysis

HEADLINES

PROSPECTS

Design improvement drives sales of adult incontinence
Retail distribution crucial to sales of adult incontinence
Heavy and light incontinence light products do not really compete with each other

COMPETITIVE LANDSCAPE

Essity and Kimberly-Clark remain the leading names in adult incontinence
International brands dominate sales
Innovation and marketing campaigns continue to be seen during 2018

CATEGORY DATA

Table 1 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 2 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 5 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 6 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Tissue and Hygiene in Guatemala - Industry Overview

EXECUTIVE SUMMARY

Tissue and hygiene reports moderate growth in 2018
Greater consumer sophistication pushes demand towards higher-quality products
A handful of leading companies dominate sales
Traditional grocery continues to dominate distribution
Strong growth expected in tissue and hygiene over the forecast period

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources