Overall volume growth for retail tissue in 2021 was down on 2020. This was mainly due to slower demand in toilet paper, the dominant category, which had experienced a spike in volume sales the previous year due to the home seclusion trend and stockpiling during the early stages of the pandemic.
In contrast to toilet paper and napkins, facial tissues showed an improved performance in volume terms in 2021. Demand picked up as levels of mobility among the Guatemalan population increased with the easing of the pandemic, as pocket handkerchiefs are typically purchased for on-the-go usage, while many drivers keep boxed facial tissues in their cars.
Kimberly-Clark maintained its commanding overall lead in retail tissue in value sales terms in 2021. The company’s Scott brand remained the clear leader in toilet paper and paper towels, and placed second behind Papelera Internacional SA’s Nube Blanca in paper tableware.
Retail tissue looks set to perform positively over the forecast period, with steady growth in total volume and current value sales projected and all categories expected to expand consistently from 2022. Overall expansion will continue to be fuelled by toilet paper, the dominant category, which is poised to benefit from sustained growth in Guatemala’s population and the number of households in the country.
Toilet paper is expected to be the most dynamic performer within retail tissue in volume growth terms over the forecast period. Because this product type is considered a basic necessity, the category will be the chief beneficiary of population growth and be less exposed to increased budget-consciousness while consumer purchasing power remains subdued due to the economic fallout of COVID-19.
Public health projects and corporate social responsibility campaigns aimed at improving access to indoor flush toilets among the Guatemalan population will also help to boost retail demand for toilet paper over the forecast period. The country has seen the launch of a number of these initiatives in recent years, with “Baños Cambian Vidas” (Bathrooms Change Lives) being one of the best known.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Guatemala with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Retail Tissue industry in Guatemala, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Retail Tissue research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page