As was the case in 2020, all personal wipes categories contracted in volume terms in 2021 as Guatemalans remained inclined to rein in spending on non-essentials due to the economic fallout of COVID-19. Demand was further depressed by price hikes resulting from rising inflation, though this factor helped to ensure personal wipes as a whole showed an improved performance in current value growth terms despite the negative trend in volume sales.
All purpose cleaning wipes was the only wipes category to expand in volume terms in 2020. Growth was down markedly on 2020, when the category posted a double-digit increase after hygiene concerns prompted a surge in demand for products with antibacterial properties during the early stages of the pandemic.
While it remained a niche area, intimate wipes witnessed a number of new launches over 2020-2021. For example, Kimberly-Clark’s Plenitud brand introduced wipes that are positioned as a complement to and targeted at users of its retail adult incontinence products.
As economic recovery solidifies in line with further improvements in the epidemiological situation in Ecuador, personal wipes should experience a return to growth in overall volume sales in 2022. Price-based and bundle promotions will also help to lift demand in the short term.
The broadly positive outlook for wipes should continue to draw new entrants into the category over the forecast period, while also encouraging established players to invest in the expansion of their ranges. Along with increasing competition, these trends are likely to result in greater segmentation in terms of pricing and product functionality, which will help to further widen the category’s appeal.
Growing concerns about environmental sustainability will continue to influence competitive strategies in wipes over the forecast period. It is expected more companies will attempt to win over eco-conscious consumers by introducing new products made with natural, ethically sourced raw materials and by reducing their use of plastic packaging.
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Understand the latest market trends and future growth opportunities for the Wipes 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 Wipes 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 is the aggregation of personal wipes and household cleaning wipesSee All of Our Definitions
This report originates from Passport, our Wipes research and analysis database.
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