Executive Summary

Mar 2019
Tissue and hygiene reports moderate growth in 2018

2018 saw further growth in sales of tissue and hygiene. Growth in the consumer base for key categories such as sanitary protection and nappies/diapers/pants is the main reason for ongoing positive growth.

Greater consumer sophistication pushes demand towards higher-quality products

As consumers become more sophisticated, the leading tissue and hygiene players are focusing on innovation to make products more efficient and offer higher quality. This remains a major growth driver across retail tissue and hygiene.

A handful of leading companies dominate sales

There are relatively few companies participating in tissue and hygiene in Guatemala. Kimberly-Clark owns the leading brands in most categories.

Traditional grocery continues to dominate distribution

Traditional grocery retailers remains the leading distribution channel for tissue and hygiene, with sales of less expensive products and brands particularly strong through this channel. Many of the less affluent consumers who shop in traditional grocery retailers outlets prefer economy brands with basic functionality.

Strong growth expected in tissue and hygiene over the forecast period

Tissue and hygiene is expected to maintain strong growth rates in both volume and value terms over the forecast period. The expansion of the consumer base for these products means that demand is becoming strong among less affluent consumers, a consumer base that is usually most interested in buying economy products in small pack sizes, with very little attention often paid to quality.

Want to find out more about this report?
Request more information
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.

Your Recently Viewed Reports

Tissue and Hygiene in Guatemala

Samples: FAQs about samples

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

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

When you purchase this report, you also get the data and the content from these category reports in Guatemala for free:

The Tissue and Hygiene 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 Tissue and Hygiene in Guatemala?
  • What are the major brands in Guatemala?
  • What are the most dynamic tissue and hygiene categories?
  • What are the major markets for tissue products sales?
  • What are the major markets for hygiene products sales?

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 Tissue and Hygiene market research database.

Tissue and Hygiene in Guatemala

EXECUTIVE SUMMARY

Tissue and hygiene reports moderate growth in 2018
Greater consumer sophistication pushes demand towards higher-quality products
A handful of leading companies dominate sales
Traditional grocery continues to dominate distribution
Strong growth expected in tissue and hygiene over the forecast period

MARKET INDICATORS

Table 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Guatemala

HEADLINES

PROSPECTS

Urbanisation drives growth in AFH categories
Products made from recycled tissue experience strong growth in AFH categories
AFH tissue dispensers become more popular
AFH hygiene remains a very small category in Guatemala

COMPETITIVE LANDSCAPE

Kimberly-Clark Professional leads the category
The public tender process influences institutional AFH tissue and hygiene sales

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 21 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 24 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in Guatemala

HEADLINES

PROSPECTS

Demand for convenience drives sales of disposable nappies/diapers/pants
Potty training age continues to influence sales of nappies/diaper/pants
Strong growth expected in the category during the forecast period

COMPETITIVE LANDSCAPE

Kimberly-Clark Guatemala maintains its leading position
Procter & Gamble Interamericas de Guatemala is the second leading company
International brands continue to lead sales

CATEGORY DATA

Table 25 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 28 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in Guatemala

HEADLINES

PROSPECTS

Design improvement drives sales of adult incontinence
Retail distribution crucial to sales of adult incontinence
Heavy and light incontinence light products do not really compete with each other

COMPETITIVE LANDSCAPE

Essity and Kimberly-Clark remain the leading names in adult incontinence
International brands dominate sales
Innovation and marketing campaigns continue to be seen during 2018

CATEGORY DATA

Table 31 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 32 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 33 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 34 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 35 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 36 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in Guatemala

HEADLINES

PROSPECTS

Segmentation set to remain important for the category
Toilet paper set to remain dominant
Paper tableware and facial tissues unlikely to see much innovation
Paper towels

COMPETITIVE LANDSCAPE

Kimberly-Clark Guatemala remains the category leader
Marketing campaigns remain a feature of the category

CATEGORY DATA

Table 37 Retail Sales of Tissue by Category: Value 2013-2018
Table 38 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 39 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 40 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 41 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 42 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Sanitary Protection in Guatemala

HEADLINES

PROSPECTS

Towels set to remain the largest and most dynamic sanitary protection category
Strong innovation set to be seen in premium products
Tampons to remain a very small category

COMPETITIVE LANDSCAPE

Kimberly-Clark Guatemala remains the category leader
New product launches continue to be seen
A handful of international players continue to lead sales in sanitary protection

CATEGORY DATA

Table 43 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 44 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 45 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 46 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 47 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 48 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in Guatemala

HEADLINES

PROSPECTS

Growth is driven by new categories in the market
Personal wipes account for the bulk of the category
Home care wipes struggles to find wider consumer acceptance

COMPETITIVE LANDSCAPE

Kimberly-Clark Guatemala leads the category
International brands remain the leading players in the category
Wipes are sold mainly through modern retail channels

CATEGORY DATA

Table 49 Retail Sales of Wipes by Category: Value 2013-2018
Table 50 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 51 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 52 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 53 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 54 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023