Due to the outbreak of COVID-19, surface care was one of the key areas to see a boost in value growth, rising from 6% in 2019 to 12% value growth in 2020. This was due to stockpiling behaviour during March 2020, when a dramatic rise in demand was seen for products with disinfecting claims.
Mid- to high-income consumers continued to be interested in products designed to target specific surfaces in the home during 2020, such as floor cleaners, kitchen cleaners, bathroom cleaners and window/glass cleaners. Such products increased their availability in modern grocery retailers due to COVID-19; however, they still had little presence in traditional and small independent retailers.
Despite the outbreak of COVID-19, Colgate-Palmolive Centroamerica SA continued as the outright leader of surface care in 2020, thanks to its three leading brands, Fabuloso, Ajax and Azistin. As fierce competitors in surface care, the company's brands compete even against each other, offering vast portfolios of products available in a variety of pack sizes and aromas.
Following the outbreak of COVID-19 in 2020, enhanced cleaning routines are expected to continue into 2021, with the threat of the virus remaining. This will continue to benefit sales of surface cleaners, with volume growth further improving compared to 2020, as health and hygiene remain key.
Consumers are expected to maintain their focus on multipurpose cleaners, which are expected to generally outpace more specialised products, such as bathroom cleaners, over the forecast years.
With attention given to affordable solutions and private label across the forecast period, there are opportunities for retailers to tap into private label space more, with the economic recession shaping purchasing behaviours over the coming years. Economy brands in surface care in Guatemala are typically domestic brands.
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Understand the latest market trends and future growth opportunities for the Surface 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 Surface 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 Surface Care research and analysis database.
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