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Report
Beauty and Personal Care in Guatemala
Market Direction I 2022-06-14 I 100 Pages I Euromonitor
The beauty and personal care market in Guatemala was characterised by polarisation in 2020, with categories more related to beauty struggling and recording strong decline, whilst cleaning and sanitising categories were less affected and saw growth. 2021 was a year of recovery for the latter categories and a more stable sales year for the former. According to industry sources, impacted categories, including skin care, deodorants, fragrances and colour cosmetics, were close to full recovery or rec...
Euromonitor International's Beauty and Personal Care in Guatemala report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2017-2021, allowing you to identify the sectors driving growth. Forecasts to 2026 illustrate how the market is set to change.
Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Beauty and Personal Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market's major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
Beauty and Personal Care in Guatemala
Euromonitor International
June 2022
List Of Contents And Tables
BEAUTY AND PERSONAL CARE IN GUATEMALA
EXECUTIVE SUMMARY
Beauty and personal care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2016-2021
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2018-2021
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2016-2021
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2016-2021
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2021-2026
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN GUATEMALA
KEY DATA FINDINGS
2021 DEVELOPMENTS
A year of recovery in 2021 with the reopening of society and promotions
Direct selling players expanding mass beauty and personal care
Growth of convenient and safe e-commerce
PROSPECTS AND OPPORTUNITIES
Access and accessibility are key strategies in mass beauty and personal care
Omnichannel approach set to continue
Life cycle management and constant innovation
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2016-2021
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2017-2021
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2018-2021
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2021-2026
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2021-2026
PREMIUM BEAUTY AND PERSONAL CARE IN GUATEMALA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Premium brands recover in 2021
Eco-friendly and natural trends more relevant in the premium segment
Return to traditional mass media in 2021
PROSPECTS AND OPPORTUNITIES
Future growth supported by social media and aspirational strategies
Continued innovation to attract consumers and drive sales
Further growth of e-commerce
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2016-2021
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2017-2021
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2018-2021
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2021-2026
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2021-2026
BABY AND CHILD-SPECIFIC PRODUCTS IN GUATEMALA
KEY DATA FINDINGS
2021 DEVELOPMENTS
A resilient category thanks to the essential nature of products
Huggies launches new line of baby products, whilst Avon stops selling baby and child-specific skin and sun care in 2021
Johnson's Baby leads, but "others" records share gain due to increased presence of a variety of products appealing to consumers of all incomes
PROSPECTS AND OPPORTUNITIES
Future category growth supported by demographics and urbanisation
Dermo-cosmetic brands to record further growth
Local brands with accessible prices set to gain share
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2016-2021
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2016-2021
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2016-2021
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2017-2021
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2018-2021
Table 28 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2018-2021
Table 29 Forecast Sales of Baby and Child-specific Products by Category: Value 2021-2026
Table 30 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2021-2026
Table 31 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2021-2026
BATH AND SHOWER IN GUATEMALA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Anti-bacterial properties remain important in bath and shower
Hand sanitiser sales skyrocket during the pandemic
Colgate-Palmolive leads with popular brands that cater to a wide consumer base
PROSPECTS AND OPPORTUNITIES
Anti-bacterial products set to record further strong growth
Ongoing expansion of intimate hygiene
Convenience and promotional efforts set to benefit body wash/shower gel
CATEGORY DATA
Table 32 Sales of Bath and Shower by Category: Value 2016-2021
Table 33 Sales of Bath and Shower by Category: % Value Growth 2016-2021
Table 34 Sales of Bath and Shower by Premium vs Mass: % Value 2016-2021
Table 35 NBO Company Shares of Bath and Shower: % Value 2017-2021
Table 36 LBN Brand Shares of Bath and Shower: % Value 2018-2021
Table 37 Forecast Sales of Bath and Shower by Category: Value 2021-2026
Table 38 Forecast Sales of Bath and Shower by Category: % Value Growth 2021-2026
Table 39 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2021-2026
COLOUR COSMETICS IN GUATEMALA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Recovering category in 2021
Revlon launches product range for a photo-ready look
Direct sellers dominate sales of colour cosmetics
PROSPECTS AND OPPORTUNITIES
Catalogue direct selling brands to continue leading the category
Recovery driven by the young female population, international trends and online influencers
Premium brands will continue to develop, adding value to colour cosmetics
CATEGORY DATA
Table 40 Sales of Colour Cosmetics by Category: Value 2016-2021
Table 41 Sales of Colour Cosmetics by Category: % Value Growth 2016-2021
Table 42 Sales of Colour Cosmetics by Premium vs Mass: % Value 2016-2021
Table 43 NBO Company Shares of Colour Cosmetics: % Value 2017-2021
Table 44 LBN Brand Shares of Colour Cosmetics: % Value 2018-2021
Table 45 LBN Brand Shares of Premium Colour Cosmetics: % Value 2018-2021
Table 46 Forecast Sales of Colour Cosmetics by Category: Value 2021-2026
Table 47 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2021-2026
Table 48 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2021-2026
DEODORANTS IN GUATEMALA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Recovery of deodorants as people return to their regular activities
International brands maintain their lead in 2021
Traditional grocery retailers lead distribution, offering a good basic range of products
PROSPECTS AND OPPORTUNITIES
Deodorants have significant growth potential in Guatemala
Direct sellers developing the roll-on and sticks categories
Natural deodorants still a niche, whilst clinical strength products are growing
CATEGORY DATA
Table 49 Sales of Deodorants by Category: Value 2016-2021
Table 50 Sales of Deodorants by Category: % Value Growth 2016-2021
Table 51 Sales of Deodorants by Premium vs Mass: % Value 2016-2021
Table 52 NBO Company Shares of Deodorants: % Value 2017-2021
Table 53 LBN Brand Shares of Deodorants: % Value 2018-2021
Table 54 Forecast Sales of Deodorants by Category: Value 2021-2026
Table 55 Forecast Sales of Deodorants by Category: % Value Growth 2021-2026
Table 56 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2021-2026
DEPILATORIES IN GUATEMALA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Razors and blades lead, whilst ready-to-use wax strips exit the market in 2021
Category development impacted by seasonality and concerns over correct usage
Procter & Gamble leads thanks to its wide product portfolio and strong distribution
PROSPECTS AND OPPORTUNITIES
Laser depilation and return to salons set to restrict future growth
Price-sensitivity to influence consumers purchases
Little innovation and investment further hamper future growth potential
CATEGORY DATA
Table 57 Sales of Depilatories by Category: Value 2016-2021
Table 58 Sales of Depilatories by Category: % Value Growth 2016-2021
Table 59 NBO Company Shares of Depilatories: % Value 2017-2021
Table 60 LBN Brand Shares of Depilatories: % Value 2018-2021
Table 61 Forecast Sales of Depilatories by Category: Value 2021-2026
Table 62 Forecast Sales of Depilatories by Category: % Value Growth 2021-2026
FRAGRANCES IN GUATEMALA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Recovery in 2021 driven by increased social interaction
Direct selling leads fragrances
Direct sellers evolving, strengthening their digital sales
PROSPECTS AND OPPORTUNITIES
Catalogue sales and advertising to drive sales of mass and premium fragrances, respectively
A market driven by innovation
Further growth of e-commerce expected
CATEGORY DATA
Table 63 Sales of Fragrances by Category: Value 2016-2021
Table 64 Sales of Fragrances by Category: % Value Growth 2016-2021
Table 65 NBO Company Shares of Fragrances: % Value 2017-2021
Table 66 LBN Brand Shares of Fragrances: % Value 2018-2021
Table 67 LBN Brand Shares of Premium Men's Fragrances: % Value 2018-2021
Table 68 LBN Brand Shares of Premium Women's Fragrances: % Value 2018-2021
Table 69 Forecast Sales of Fragrances by Category: Value 2021-2026
Table 70 Forecast Sales of Fragrances by Category: % Value Growth 2021-2026
HAIR CARE IN GUATEMALA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Hair care records growth in 2021 with the resumption of social interaction
Single-use sachets and large family-sized products both important in shampoo
Hair care led by multinationals with their wide portfolios in 2021
PROSPECTS AND OPPORTUNITIES
Recovery expected, with shampoo remaining the most popular product
Natural and eco-friendly trend expected to develop
Players improve their e-commerce presence and social media strategies
CATEGORY DATA
Table 71 Sales of Hair Care by Category: Value 2016-2021
Table 72 Sales of Hair Care by Category: % Value Growth 2016-2021
Table 73 Sales of Hair Care by Premium vs Mass: % Value 2016-2021
Table 74 NBO Company Shares of Hair Care: % Value 2017-2021
Table 75 LBN Brand Shares of Hair Care: % Value 2018-2021
Table 76 NBO Company Shares of Salon Professional Hair Care: % Value 2017-2021
Table 77 LBN Brand Shares of Salon Professional Hair Care: % Value 2018-2021
Table 78 LBN Brand Shares of Premium Hair Care: % Value 2018-2021
Table 79 Forecast Sales of Hair Care by Category: Value 2021-2026
Table 80 Forecast Sales of Hair Care by Category: % Value Growth 2021-2026
Table 81 Forecast Sales of Hair Care by Premium vs Mass: % Value 2021-2026
MEN'S GROOMING IN GUATEMALA
KEY DATA FINDINGS
2021 DEVELOPMENTS
2021 a year of recovery, promotional activity and discounting
Standard products remain popular
Procter & Gamble maintains its lead with its well-known and widely available brands in 2021
PROSPECTS AND OPPORTUNITIES
Mens barber shops booming, influencing mens grooming behaviour
Development of products with added benefits to drive sales
Procter & Gamble will continue to lead, whilst smaller, independent players will struggle following the impact of COVID-19
CATEGORY DATA
Table 82 Sales of Mens Grooming by Category: Value 2016-2021
Table 83 Sales of Mens Grooming by Category: % Value Growth 2016-2021
Table 84 Sales of Men's Razors and Blades by Type: % Value Breakdown 2018-2021
Table 85 Sales of Men's Skin Care by Type: % Value Breakdown 2018-2021
Table 86 NBO Company Shares of Mens Grooming: % Value 2017-2021
Table 87 LBN Brand Shares of Mens Grooming: % Value 2018-2021
Table 88 LBN Brand Shares of Men's Razors and Blades: % Value 2018-2021
Table 89 Forecast Sales of Mens Grooming by Category: Value 2021-2026
Table 90 Forecast Sales of Mens Grooming by Category: % Value Growth 2021-2026
ORAL CARE IN GUATEMALA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Oral care struggles as price-sensitive consumers prioritise food and home care products during the pandemic
Oral care heavily discounted in the modern channel, but traditional grocery retailers lead sales
Colgate-Palmolive dominates with its long-standing and trusted global brand, Colgate
PROSPECTS AND OPPORTUNITIES
Specialist categories expected to bounce back
Oral care growth supported by PR and educational campaigns
Natural, eco-friendly trend growing in oral care
CATEGORY DATA
Table 91 Sales of Oral Care by Category: Value 2016-2021
Table 92 Sales of Oral Care by Category: % Value Growth 2016-2021
Table 93 Sales of Toothbrushes by Category: Value 2016-2021
Table 94 Sales of Toothbrushes by Category: % Value Growth 2016-2021
Table 95 Sales of Toothpaste by Type: % Value Breakdown 2017-2021
Table 96 NBO Company Shares of Oral Care: % Value 2017-2021
Table 97 LBN Brand Shares of Oral Care: % Value 2018-2021
Table 98 Forecast Sales of Oral Care by Category: Value 2021-2026
Table 99 Forecast Sales of Oral Care by Category: % Value Growth 2021-2026
Table 100 Forecast Sales of Toothbrushes by Category: Value 2021-2026
Table 101 Forecast Sales of Toothbrushes by Category: % Value Growth 2021-2026
SKIN CARE IN GUATEMALA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Skin care recovery in 2021 with consumers returning to work and socialising
New consumer behaviour in facial care
Fragmented competitive landscape led by Belcorp
PROSPECTS AND OPPORTUNITIES
Organic growth with new consumer demands
Rising interest in natural ingredients in skin products
Direct sellers promoting facial care and empowering women with employment opportunities
CATEGORY DATA
Table 102 Sales of Skin Care by Category: Value 2016-2021
Table 103 Sales of Skin Care by Category: % Value Growth 2016-2021
Table 104 NBO Company Shares of Skin Care: % Value 2017-2021
Table 105 LBN Brand Shares of Skin Care: % Value 2018-2021
Table 106 LBN Brand Shares of Premium Skin Care: % Value 2018-2021
Table 107 Forecast Sales of Skin Care by Category: Value 2021-2026
Table 108 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026
SUN CARE IN GUATEMALA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sales recovery with the return of outdoor activities in 2021
Players invest in consumer education to increase the use of sun care products
No-Ad maintains its lead, offering high protection at a medium price in 2021
PROSPECTS AND OPPORTUNITIES
Dermatological sun care brands expanding in the market
Lack of innovation, but hot and sunny climate will support sales
Sun care will remain expensive for lower-income consumers
CATEGORY DATA
Table 109 Sales of Sun Care by Category: Value 2016-2021
Table 110 Sales of Sun Care by Category: % Value Growth 2016-2021
Table 111 Sales of Sun Care by Premium vs Mass: % Value 2016-2021
Table 112 NBO Company Shares of Sun Care: % Value 2017-2021
Table 113 LBN Brand Shares of Sun Care: % Value 2018-2021
Table 114 LBN Brand Shares of Premium Adult Sun Care: % Value 2018-2021
Table 115 Forecast Sales of Sun Care by Category: Value 2021-2026
Table 116 Forecast Sales of Sun Care by Category: % Value Growth 2021-2026
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