The surface care category continues growing in Guatemala with different products to target different surface areas. At the upper end of the market, consumers are more willing to use different surface care products to target different surface areas, such as specific products for floors, kitchen and windows.
Leading brands such as Fabuloso, Azistin, Magia Blanca and Poett usually keep their brands active by introducing formula improvements and new, fashionable fragrances that are attractive to consumers. In 2018, Fabulos (Colgate-Palmolive Centroamerica SA) launched Fabuloso Alternativa al Cloro and Fabuloso Complete.
All-purpose cleaning wipes remains a small niche in Guatemala, mainly because consumers still use cloth wipes to clean their home. Up until 2017, there were only two imported brands available: Clorox (Clorox de Centroamerica SA) and Lysol (Reckitt Benckiser Centroamerica SA).
Colgate-Palmolive Centroamerica SA leads the category, with two strong brands available: Fabuloso and Azistin. Both brands are strong competitors, even against each other, and offer a wide portfolio with different pack sizes and aromas.
In Guatemala, there is a wide brand portfolio in surface care. Economy brands are usually domestic brands such as Olimpo (Industria La Popular) and Don ´Clin (Herbruger y Cia) and compete with low unit prices.
Leading brands are the most active in terms of advertising and marketing campaigns. In 2018, TV commercials and printed and social media ads were seen.
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This industry report originates from Passport, our Home Care market research database.