Executive Summary

Mar 2019
PROSPECTS
Segmentation set to remain important for the category

Retail tissue has surprisingly low penetration in Guatemala, especially among less affluent consumer segments. There remain substantial numbers of consumers who struggle to afford basic retail tissue products such as toilet paper and napkins, let alone facial tissues and kitchen towels.

Toilet paper set to remain dominant

Toilet paper is the largest retail tissue category and it is the only type of tissue product that is considered a basic necessity by all consumers. In addition, the availability of basic variants of toilet paper at low unit prices means that low-income consumers often use it as a substitute for other types of retail tissue such as napkins and facial tissues.

Paper tableware and facial tissues unlikely to see much innovation

Napkins are very affordable in Guatemala and this has enabled the category to register strong penetration. The low average unit price of napkins also means that they are frequently used as substitutes for other retail tissue products such as paper towels and facial tissues.

Paper towels

Paper towels remains the smallest retail tissue category, mainly because the use of washable fabric cloths and tea towels remains very common in Guatemala. Consumers prefer cloth towels because they last longer and are much more affordable over the long term.

COMPETITIVE LANDSCAPE
Kimberly-Clark Guatemala remains the category leader

Kimberly-Clark Guatemala leads sales in all retail tissue categories. The company offers the brand Scott in toilet paper, napkins and paper towels and Kleenex in facial tissues.

Marketing campaigns remain a feature of the category

The leading companies in retail tissue regularly participate in marketing campaigns and new product launches. In 2018, Papelera Internacional SA launched a mass media advertising campaign for its Rosal Plus brand, which is present in all retail tissue categories.

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Retail Tissue in Guatemala

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Overview

Discover the latest market trends and uncover sources of future market growth for the Retail Tissue 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 Retail Tissue industry in Guatemala, our research will save you time and money while empowering you to make informed, profitable decisions.

The Retail Tissue 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 Retail Tissue in Guatemala?
  • What are the major brands in Guatemala?
  • What is the performance of pocket handkerchiefs vs boxed facial tissues?
  • What are the key new product launches in the tissues market?

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 Tissue in Guatemala - Category analysis

HEADLINES

PROSPECTS

Segmentation set to remain important for the category
Toilet paper set to remain dominant
Paper tableware and facial tissues unlikely to see much innovation
Paper towels

COMPETITIVE LANDSCAPE

Kimberly-Clark Guatemala remains the category leader
Marketing campaigns remain a feature of the category

CATEGORY DATA

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