Different product areas in sanitary protection were affected differently during the COVID-19 pandemic. The top performing product area in terms of retail volume sales was slim/thin/ultra-thin towels with wings, which maintained a relatively stable, strong retail volume growth rate consistent with the product’s performance at the end of the review period.
The vast majority of women in Guatemala use towels for all their sanitary protection needs, with sales in other categories remaining low. For this reason, players in the category tend to focus mainly on towels.
A handful of international players continue to lead sales in sanitary protection, with Kimberly Clark remaining in pole position due to the popularity of its Kotex brand.
Overall, recent positive trends within sanitary protection are expected to continue over the forecast period in line with ongoing adoption of modern purchasing trends. As the threat of COVID-19 subsides in Guatemala, spending power is expected to recover, and women are expected to be willing to spend more money on ensuring adequate sanitary protection.
Players will seek to add value by offering more natural, sustainable and convenient options, which will bolster current value sales over the forecast period. Kotex, for instance, has recently introduced Day & Night Ultrathin (Kotex Dia & Noche Ultrafina) and Saba has launched Buenas Noches Panties for overnight protection.
Although added value features will be an important factor when it comes to increasing value sales by attracting more affluent consumers, penetration of sanitary protection in Guatemala as a whole remains relatively low, and companies will need to ensure that their brands offer low price, affordable options in order to capture the vast lower income segment in the country. Big brands will face mounting competition from private label ranges, for instance, as price sensitive Guatemalan consumers will prioritise price over added features.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection 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 Sanitary Protection 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 Sanitary Protection research and analysis database.
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