Executive Summary

Mar 2019
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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Wipes in Guatemala

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Overview

Discover the latest market trends and uncover sources of future market growth for the Wipes industry in Guatemala with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Wipes industry in Guatemala, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wipes in Guatemala market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Wipes in Guatemala?
  • What are the major brands in Guatemala?
  • What is the biggest category within household care wipes?
  • What are the key new product launches in the wipes market?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

Wipes in Guatemala - Category analysis

HEADLINES

PROSPECTS

Growth is driven by new categories in the market
Personal wipes account for the bulk of the category
Home care wipes struggles to find wider consumer acceptance

COMPETITIVE LANDSCAPE

Kimberly-Clark Guatemala leads the category
International brands remain the leading players in the category
Wipes are sold mainly through modern retail channels

CATEGORY DATA

Table 1 Retail Sales of Wipes by Category: Value 2013-2018
Table 2 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 5 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023

Tissue and Hygiene in Guatemala - Industry Overview

EXECUTIVE SUMMARY

Tissue and hygiene reports moderate growth in 2018
Greater consumer sophistication pushes demand towards higher-quality products
A handful of leading companies dominate sales
Traditional grocery continues to dominate distribution
Strong growth expected in tissue and hygiene over the forecast period

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources