Executive Summary

Jun 2019
PROSPECTS
Sun care has strong barriers to growth

Sun care remains a small category in Guatemala, and caters mainly to the middle to upper-end of the market. Often, such products are only used when consumers are in the sun for a prolonged period of time, such as when going to the beach.

Sun block is the most important product

Changes in consumers’ perceptions and rising understanding of the harmful effects of UV rays from the sun are changing the portfolio of products seen in the sun care category. It is now comprised mainly of sun block products, which offer protection from SPF30 to SPF80.

Direct sellers are expanding the consumer base

Even though sun care still has a small consumer base in Guatemala, direct selling companies such as Esika (Belcorp) and Avon (Productos Avon) offer sun care products in their catalogues. The lower unit prices and promotions that these companies constantly offer are allowing the consumer base to expand towards the middle of the market.

COMPETITIVE LANDSCAPE
BDF Centroamérica leads sun care

BDF Centroamérica continued to lead sun care in value terms in 2018, with its leading brand Nivea Sun. It offers several products with different levels of protection, which are mainly sold through modern grocery retailers, drugstores/parapharmacies and chemists/pharmacies across the country.

International brands dominate

International brands such as Nivea (BDF Centroamérica), Vichy and La Roche-Posay (L’Oréal) and No-Ad (Solar Cosmetics Lab) lead sun care, with the negligible presence of domestic brands. The small size of the category, the lack of trust amongst current sun care purchasers in domestic brands, and the lack of expansion into the lower-end of the market are the main barriers for domestic brands entering the category.

Little innovation seen in sun care

Innovation in sun care was slow in 2018, with no new brands seen in the category. Nevertheless, some brands, such as No-Ad (Solar Cosmetics Labs) introduced formula improvements, such as sun block with SPF80.

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Sun Care in Guatemala

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Overview

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

The Sun 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 Sun Care in Guatemala?
  • What are the major brands in Guatemala?
  • What is the most common sun protection factor?
  • How are sales of self-tanners performing?

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.

Sun Care in Guatemala - Category analysis

HEADLINES

PROSPECTS

Sun care has strong barriers to growth
Sun block is the most important product
Direct sellers are expanding the consumer base

COMPETITIVE LANDSCAPE

BDF Centroamérica leads sun care
International brands dominate
Little innovation seen in sun care

CATEGORY DATA

Table 1 Sales of Sun Care by Category: Value 2013-2018
Table 2 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 3 Sales of Sun Care by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Sun Care: % Value 2014-2018
Table 5 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 6 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018
Table 7 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 8 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023
Table 9 Forecast Sales of Sun Care by Premium vs Mass: % Value 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 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 17 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 18 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources