Executive Summary

Feb 2019
PROSPECTS
Surface care segmentation

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.

New aromas and formula improvements are commonly seen

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.

Cleaning wipes still cater to a very small niche

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).

COMPETITIVE LANDSCAPE
Colgate-Palmolive Centroamerica SA leads the category

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.

Wide brand portfolio in surface care

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.

Marketing campaigns

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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Surface Care in Guatemala

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Overview

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

The Surface Care in Guatemala market research report includes:

  • Analysis of key supply-side and demand trends
  • 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 Surface Care in Guatemala?
  • What are the major brands in Guatemala?
  • What are the fastest growth categories within surface care?
  • What are the key new product launches in the polishes market?

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 Home Care market research database.

Surface Care in Guatemala - Category analysis

HEADLINES

PROSPECTS

Surface care segmentation
New aromas and formula improvements are commonly seen
Cleaning wipes still cater to a very small niche

COMPETITIVE LANDSCAPE

Colgate-Palmolive Centroamerica SA leads the category
Wide brand portfolio in surface care
Marketing campaigns

CATEGORY DATA

Table 1 Sales of Surface Care by Category: Value 2013-2018
Table 2 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 3 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 4 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Surface Care: % Value 2014-2018
Table 6 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 7 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 8 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023