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.
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.
There are relatively few companies participating in tissue and hygiene in Guatemala. Kimberly-Clark owns the leading brands in most categories.
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.
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.
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This industry report originates from Passport, our Tissue and Hygiene market research database.