Although COVID-19 increased the interest in health and hygiene in 2020, volume demand for toilet care products did not increase, with value growth rising slightly compared to 2019. This is due to the smaller size of the category, with household penetration being limited by a lack of infrastructure.
Toilet liquids/foam represented the majority share of toilet care in 2020, followed by rim blocks in both volume and current value terms. Manufacturers in toilet liquids/foam are investing in more affordable packaging formats such as refillable bags to widen their products’ appeal and boost sales.
SC Johnson de Centroamerica SA maintained its lead of toilet care in 2020, with its Mr Músculo brand in the number one brand position. The company has an extensive product portfolio covering all toilet care products, including toilet liquids/foam, rim blocks and in-cistern devices.
Growth is set to continue across the forecast period; however, the overall size of the category remains small. As such, the outbreak of COVID-19 is not expected to have a lasting impact on the landscape.
While innovation in the category would support demand across the forecast period, the overall lack of household facilities that require specialised toilet care products limits expansion. As such, toilet care in Guatemala is not expected to post strong innovation across the forecast period.
Toilet liquids and toilet foams are yet to be regarded as household essentials among Guatemalan consumers who do live in homes with toilets. Though showing a growing interest in such products, high-income consumers are still purchasing bleach, multi-purpose surface cleaners and powder detergents for cleaning toilets more often than specific toilet care products.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Toilet Care industry in Guatemala with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Toilet Care industry in Guatemala, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Toilet Care research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page