In 2020, retail adult incontinence was negatively affected by the difficult economic context of the COVID-19 pandemic in Guatemala. As consumers felt the economic upheaval of the COVID-19 crisis, so household spending power fell in 2020, which contributed to a much slower demand for products in retail adult incontinence throughout the year.
Retail adult incontinence remained an underdeveloped category in 2020, with very low capita consumption compared to other categories which are considered more essential. High unit prices within adult incontinence limit the size of the category’s potential consumer base.
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.
Over the forecast period, the performance of retail adult incontinence will be closely tied to the rate at which the Guatemalan economy recovers from the impact of the COVID-19 crisis. As the threat of the COVID-19 virus subsides in Guatemala and businesses reopen, consumer spending power will begin a gradual process of recovery which will lead to a recovery of many sales lost to economising during the COVID-19 pandemic.
As consumers will remain more price sensitive in the first half of the forecast period, price will remain a key factor in consumer decision making. In order for consumption of retail adult incontinence to recover, per capita incomes will need to rise further.
The fact that Guatemala’s population is ageing will help to boost sales over the coming years, with the number of people over the age of 65 steadily rising. Also, awareness is rising of the fact that these products can help people suffering from conditions such as obesity and diabetes as well as women that have recently had a baby or are going through menopause.
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Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence industry in Guatemala with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Retail Adult Incontinence research and analysis database.
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