The vast majority of women in Guatemala use towels for all of their sanitary protection needs and sales in other categories remain low. This situation is unlikely to change before the end of the forecast period.
2018 saw numerous innovations in sanitary protection and this trend towards more sophisticated products is likely to continue building during the forecast period. Among the most prominent improvements being made to products include the wider introduction of slim/thin/ultra-thin towels with wings under leading brands such as Kotex by Kimberly-Clark.
Tampons are available in Guatemala and sales have risen above marginal levels. However, the taboos and concerns that are still associated with the usage of tampons continue to suppress the category’s growth potential.
Kimberly-Clark Guatemala Ltda leads sales in sanitary protection. Its leading brand Kotex offers a wide portfolio of products at different price points.
Kimberly-Clark was the category’s most active company in terms of marketing campaigns in 2018 as it continued to promote its latest new product launch Kotex Sport, which was introduced in 2017. Kotex Sport is a new line of sanitary towels designed for active and modern women who exercise on a daily basis.
The two leading players in sanitary protection in 2018 remained international companies Kimberly-Clark Guatemala Ltda and Essity AB. Their respective leading brands Kotex and Saba feature wide product ranges and both of these companies are very active in terms of new product launches and marketing campaigns.
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This industry report originates from Passport, our Tissue and Hygiene market research database.