Skin Care in Guatemala

PRE-COVID-19 PERFORMANCE

Skin care remains important area of growth for beauty and personal care players in Guatemala in 2019

Skin care remained an important category within beauty and personal care in Guatemala, supported by steady demand in 2019 for a range of different products and associated benefits that suit most budgets. Local consumers have become increasingly aware of the advantages of maintaining even a basic skin care routine through to more specific products that have expanded into segmentation that include babies and men, with brands such as Nivea for Men increasing the latter’s popularity due to consumer trust in its quality and strong global reputation.

Niche areas of skin care continue to emerge in Guatemala

Demand for larger value categories such general purpose body care and basic moisturisers remain steady and are more accessible to a wider audience, while the most common specific benefits offered by moisturisers such as firming, whitening and extra moisturisation appeal to mid- to high-income consumers. Innovation is mainly seen in terms of more specialised products that target different skin problems including extremely dry skin, or those who suffer from acne, supporting stable volume growth for mass acne treatments.

Fragmented competitive landscape for skin care in 2019 with slim share difference between the leading players

Skin care remained a fragmented competitive landscape in 2019, led by direct selling company Belcorp Guatemala SA, which gained further value share through its popular brands L'Bel and Ésika. Belcorp offers a wide product portfolio comprising facial and body skin care products, and promoted by it large sales force, both in urban and rural areas of the country.

2020 AND BEYOND

COVID-19 impact

Value sales of skin care are now expected to decline by 3% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to an expected 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within skin care

Declining volume sales are predicted for body care, and much of facial care including basic moisturisers, lip care and hand care, with premium products more impacted than mass for many of these products. Despite increased handwashing amongst the local population as encouraged by the authorities and personal care players to promote their antibacterial bar and liquid soaps, demand for hand care is not set to be positively influenced by this trend.

Recovery and opportunities

Skin care is set to make a tentative recovery from 2021 onwards, although demand for body care, hand care, and skin care sets/kits will remain weaker in volume terms compared to the review period.

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