Executive Summary

Jun 2019
PROSPECTS
The selection of specialised products grows in the market

Skin care is a large category in Guatemala, and there are many products and brands available in the market. Innovation is mainly seen in terms of more specialised products that target different skin problems.

Value-added benefits

Skin care is a very important category within beauty and personal care, and it continues to grow, with an increasing selection of products and benefits. Leading brands such as Nivea (BDF Centroamérica) have wide product portfolios of products that target the different needs of consumers, such as 48-hr moisturising, firming creams and skin lotions with sun protection.

Natural products

As in many beauty and personal care categories, natural products have a positive image amongst consumers, and many brands use natural ingredients to offer value-added benefits to their products. However, new brands have been seen in the market, such as Haiko Natural (Tecser Laboratorios), which offers skin care products such as creams to reduce spots and stains on the face, made with snail extract, aloe vera, vitamin E and green tea.

COMPETITIVE LANDSCAPE
Belcorp Guatemala and BDF Centroamérica lead skin care

Skin care was led by two companies in 2018. First was Belcorp Guatemala, which is a direct selling company that sells the L’Bel brand, and has a large selection of facial and body skin care products.

Promotions and packs

In order to promote their products and offer better alternatives to consumers, brands such as Nivea (BDF Centroamérica) offer packs with free gifts, such as a Nivea Cream jar with a Nivea Body Milk, which comes with a free shopping bag. These packages encourage consumers to try more than one product within the same brand, and creates stronger brand loyalty once they try the products and like the results.

Premiumisation grows along with specialised stores

The premium segment is a small niche, with such products popular only amongst the upper-end of the market. However, it is growing thanks to specialised skin care retailers such as Dermalogica, an international brand that opened a store in 2019 in Design Center, a shopping centre in Guatemala City.

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Skin Care in Guatemala

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Overview

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

The Skin Care in Guatemala market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • 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 Skin Care in Guatemala?
  • What are the major brands in Guatemala?
  • In which facial care category are skin whitening benefits most pronounced?
  • How are sales of mass versus premium anti-agers evolving?

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 Beauty and Personal Care market research database.

Skin Care in Guatemala - Category analysis

HEADLINES

PROSPECTS

The selection of specialised products grows in the market
Value-added benefits
Natural products

COMPETITIVE LANDSCAPE

Belcorp Guatemala and BDF Centroamérica lead skin care
Promotions and packs
Premiumisation grows along with specialised stores

CATEGORY DATA

Table 1 Sales of Skin Care by Category: Value 2013-2018
Table 2 Sales of Skin Care by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Skin Care: % Value 2014-2018
Table 4 LBN Brand Shares of Skin Care: % Value 2015-2018
Table 5 LBN Brand Shares of Premium Skin Care: % Value 2015-2018
Table 6 Forecast Sales of Skin Care by Category: Value 2018-2023
Table 7 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023

Beauty and Personal Care in Guatemala - Industry Overview

EXECUTIVE SUMMARY

Beauty and personal care continues to grow, but at a slower rate
New international brands in the market
Large product portfolios in the market
2018 new product launches
Globalisation will continue to set beauty and personal care trends

MARKET DATA

Table 8 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 9 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 10 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 11 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 12 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 13 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 14 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 15 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 16 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources