Wipes in Guatemala

PROSPECTS

Growth is driven by new categories in the market

Throughout the review period, sales of wipes were accounted for mainly by baby wipes. However, the category is showing more dynamism in terms of the expansion of the types of wipes that are widely available.

Personal wipes account for the bulk of the category

2018 saw personal wipes continue to account for the majority of wipes being used in Guatemala. Baby wipes are by far the most prevalent types of wipes used in the country and consumers usually begin using these products when they have babies, with their use continuing on a daily basis for various other purposes long after their babies have stopped wearing nappies/diapers.

Home care wipes struggles to find wider consumer acceptance

Home care wipes remains a very small category in Guatemala. Home care wipes are still regarded as niche products that cater exclusively to high-income consumers.

COMPETITIVE LANDSCAPE

Kimberly-Clark Guatemala leads the category

Kimberly-Clark Guatemala leads sales of wipes with its leading brand Huggies. The brand offers a wide portfolio of products of different quality levels, pack sizes and price points, ensuring consistent demand among a wide consumer base.

International brands remain the leading players in the category

International brands such as Huggies, Pampers, Clorox and Lysol lead sales of wipes in Guatemala. Wipes is still a category that caters to a very small consumer base and this is mainly due to high unit prices and the strong preference for washable cloths, which are far more affordable and last far longer.

Wipes are sold mainly through modern retail channels

Guatemala is a country in which traditional retailers remain a very important part of life for many. Sales in most fmcg categories are thus dominated by traditional grocery retailers.

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