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.
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.
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.
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 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.
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.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
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:
Our market research reports answer questions such as:
Why buy this report?
This industry report originates from Passport, our Beauty and Personal Care market research database.