Value sales of sun care recorded a 7% decline in 2020, due to home seclusion and the outbreak of COVID-19. This decline in sales compared to growth of 6% the previous year.
Due to the home seclusion trend, declining volume and value sales were seen in all areas across sun care in 2020, due to the home seclusion trend, with many consumers only leaving their homes for short periods of time to purchase essential groceries or medicine. Baby and child-specific sun care experienced the lowest volume and value decline in 2020 as local mid- to high-income parents continued to be concerned about their children’s health and wellbeing.
Due to the dip in sales seen for sun care products, major players on the landscape were left with an overflow of inventory from sun care, which will cause financial issues for players and retailers who were unable to shift stock. In addition, promotional activities from major players remained very low during the pandemic, saving costs during a time when consumers were not investing in the items.
Low demand is predicted for sun care from 2021 in Guatemala, with normalisation set to return from 2022. This is due to the recovery from the virus taking place during 2021, leading to consumers becoming more confident about heading to holiday resorts and generally spending time outdoors, throughout the following years.
Sun care will remain a small area in Guatemala over the forecast period, dominated by sun protection. Sun care will continue to mainly cater to mid-to high-income consumers, and often, these products are only used when consumers are in the sun for a prolonged period of time, such as when going to the beach.
Across the forecast period, sun care will remain expensive for lower-income consumers, and many will continue to choose the cheapest option, especially following the outbreak of COVID-19 in the country. However, consumers’ changing perceptions and understanding of the harmful effects of the sun’s UV rays will lead to players offering higher sun protection ranging from SPF30 to SPF80, although medium to high protection of SPF40-50 is a popular range for those spending a greater amount of time outdoors such as when visiting the beach.
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Understand the latest market trends and future growth opportunities for the Sun Care 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 Sun Care 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 Sun Care research and analysis database.
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