Wipes in Guatemala

PRE-COVID-19 PERFORMANCE

New innovative launches help to attract consumers

Wipes continues to be dominated by baby wipes. However, new products in other areas are gradually being introduced.

High prices continue to limit demand for home care wipes

Home care wipes remains a very small category in Guatemala, with such products still being regarded as niche products that cater exclusively to high-income consumers. All products present in the category are relatively expensive and offered under international brands such as Clorox and Lysol, both of which are present in disinfectant wipes and widely available in modern retailers.

Leading brands focusing on new innovative offerings to attract consumers

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, mainly due to high unit prices and the strong preference for washable cloths, which are far more affordable and last much longer.

2020 AND BEYOND

COVID-19 impact

Sales of wipes are now expected to rise by 4% at constant 2019 value terms in 2020 in light of the impact of COVID-19. This represents a decline from the 6% growth forecasted in the 2020 edition of tissue and hygiene back in February 2020 (pre-COVID-19).

Affected products within wipes

The main product areas impacted by the COVID-19 pandemic have been baby wipes, moist toilet wipes and general purpose wipes, all of which have seen a slightly rise in demand. Baby wipes in particular has benefited from the home seclusion trend.

Recovery and opportunities

While wipes sales have been negatively impacted by the COVID-19 pandemic, overall demand is not expected to be significantly affected over the coming years. In general, rising hygiene awareness and urbanisation in Guatemala will ensure that sales of wipes continue to grow at a healthy rate, especially regarding general purpose and antibacterial wipes.

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