Guatemalans have been impacted by high inflation in 2022, creating real difficulties among low- and mid-income families, many of whom are struggling to manage their monthly or weekly household budgets. In a country with high poverty rates such as Guatemala, inflation is presenting serious challenges for families to maintain access to essential products and services.
With high inflation in play, economy brands and private label products are gaining share in tissue and hygiene. Consumers from a range of income groups are looking to save money in certain categories, particularly napkins and paper towels where Guatemalans are choosing price over brand quality.
The competitive landscape continues to be led by Kimberly-Clark Guatemala Ltda, Papelera Internacional SA and Essity AB. These companies are investing heavily in this category to increase retail value share, with a clear focus on enhancing economy lines to meet the needs of price-sensitive consumers.
There was a notable increase in retail outlets in 2021, following investment from Unisuper to expand its La Torre retail brand, and GTA (Grupo de Tiendas Asociadas), which has expanded its modern channel brands with the 100th Mi Super del Barrio store opening in 2021. The traditional channel also witnessed expansion in 2021 with traditional small grocers the main beneficiaries of this trend.
Tissue and hygiene in Guatemala is expected to witness steady volume growth over the forecast period, supported by urbanization and the geographical expansion of traditional and modern channel outlets. The important growth of private label and economy brands will support consumer demand as long as high inflation persists.
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Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Guatemala with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.See All of Our Definitions
This report originates from Passport, our Tissue and Hygiene research and analysis database.
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