Executive Summary

Mar 2019
PROSPECTS
Towels set to remain the largest and most dynamic sanitary protection category

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.

Strong innovation set to be seen in premium products

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 to remain a very small category

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.

COMPETITIVE LANDSCAPE
Kimberly-Clark Guatemala remains the category leader

Kimberly-Clark Guatemala Ltda leads sales in sanitary protection. Its leading brand Kotex offers a wide portfolio of products at different price points.

New product launches continue to be seen

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.

A handful of international players continue to lead sales in sanitary protection

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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Sanitary Protection in Guatemala

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Overview

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

The Sanitary Protection 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 Sanitary Protection in Guatemala?
  • What are the major brands in Guatemala?
  • What are the key new product launches in the sanitary protection 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.

Sanitary Protection in Guatemala - Category analysis

HEADLINES

PROSPECTS

Towels set to remain the largest and most dynamic sanitary protection category
Strong innovation set to be seen in premium products
Tampons to remain a very small category

COMPETITIVE LANDSCAPE

Kimberly-Clark Guatemala remains the category leader
New product launches continue to be seen
A handful of international players continue to lead sales in sanitary protection

CATEGORY DATA

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