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Beauty and Personal Care in Guatemala

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    Report

  • 102 Pages
  • May 2023
  • Region: Guatemala
  • Euromonitor International
  • ID: 2258449
Beauty and personal care in Guatemala is facing challenges due to the unstable economy creating financial pressures for consumers. Whilst recovery has been seen from the impacts of the COVID-19 pandemic, inflation rates are spiking in Guatemala and globally. This has altered consumer spending habits in beauty and personal care, with a wide majority of consumers seeking the most accessible prices and the best formats for their needs, either selecting a budget-positioned, family size presentation,...

The 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 2018-2022, allowing you to identify the sectors driving growth. Forecasts to 2027 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.
The publisher 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, the publisher has a unique capability to develop reliable information resources to help drive informed strategic planning.

Table of Contents

BEAUTY AND PERSONAL CARE IN GUATEMALA
EXECUTIVE SUMMARY
  • Beauty and personal care in 2022: The big picture
  • 2022 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 2017-2022
  • Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
  • Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
  • Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
  • Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
  • Table 6 Distribution of Beauty and Personal Care by Format: % Value 2017-2022
  • Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2022
  • Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
  • Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN GUATEMALA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Challenges faced by direct selling impact volume sales of mass beauty and personal care
  • E-commerce still has scope for growth, with dynamism ramping up
  • Muti-talented Colgate-Palmolive Guatemala remains the leader of mass beauty and personal care
PROSPECTS AND OPPORTUNITIES
  • Price will remain the key factor for mass beauty and personal care
  • Economy brands expected to enjoy a better performance during the high inflation period
  • Pandemic-led sanitising trends fade away
CATEGORY DATA
  • Table 10 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
  • Table 11 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
  • Table 12 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
  • Table 13 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
  • Table 14 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
  • Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027
PREMIUM BEAUTY AND PERSONAL CARE IN GUATEMALA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Perco’s portfolio success supported by Perfumería Fetiche promotions and events
  • La Roche-Posay continues to lead premium skin care, while premium colour cosmetics returns to strength
  • Social media plays a key role in sales of premium beauty and personal care
PROSPECTS AND OPPORTUNITIES
  • E-commerce expected to ramp up in premium beauty and personal care, thanks to consumer demographics
  • Social media will continue playing an important role to support sales
  • Premium beauty and personal care expected to remain stable over the forecast period
CATEGORY DATA
  • Table 16 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
  • Table 17 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
  • Table 18 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
  • Table 19 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
  • Table 20 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
  • Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027
BABY AND CHILD-SPECIFIC PRODUCTS IN GUATEMALA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Johnson & Johnson maintains lead in baby and child-specific products
  • Dove fails to penetrate baby and child-specific products, despite other cross-category success
  • Personalisation is a growing trend in baby and child hair and skin care
PROSPECTS AND OPPORTUNITIES
  • Johnson & Johnson will retain its lead, thanks to myriad strengths
  • Inflationary pressures likely to dampen overall potential sales - at least in the economy segment
  • Nappy (diaper) rash treatments will remain relatively stable
CATEGORY DATA
  • Table 22 Sales of Baby and Child-specific Products by Category: Value 2017-2022
  • Table 23 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
  • Table 24 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
  • Table 25 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
  • Table 26 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
  • Table 27 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
  • Table 28 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
  • Table 29 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
  • Table 30 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027
BATH AND SHOWER IN GUATEMALA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Intimate hygiene sees excellent potential, as players continue to launch new products in the category to meet demand
  • Bar soap remains robust as a primary essential for lower-income consumers
  • Body powder faces ongoing challenges, as Johnson & Johnson announces worldwide suspension of its old formula baby powder
PROSPECTS AND OPPORTUNITIES
  • Price becomes the main selling point, as trend for antibacterial features wanes
  • Economy brands set to benefit from inflationary pressures
  • Traditional channel will continue to grow and maintain importance
CATEGORY DATA
  • Table 31 Sales of Bath and Shower by Category: Value 2017-2022
  • Table 32 Sales of Bath and Shower by Category: % Value Growth 2017-2022
  • Table 33 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
  • Table 34 NBO Company Shares of Bath and Shower: % Value 2018-2022
  • Table 35 LBN Brand Shares of Bath and Shower: % Value 2019-2022
  • Table 36 Forecast Sales of Bath and Shower by Category: Value 2022-2027
  • Table 37 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
  • Table 38 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027
COLOUR COSMETICS IN GUATEMALA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Colour cosmetics sees ongoing recovery, despite certain challenges
  • Lip products make their comeback after the era of the mask
  • Colour cosmetics trend across social media, led by popular influencers
PROSPECTS AND OPPORTUNITIES
  • Belcorp set to maintain its lead thanks to its targeted brands for different generations
  • Colour cosmetics expected to maintain stable growth due to ongoing demand
  • Ingredient-conscious consumers herald a growing trend
CATEGORY DATA
  • Table 39 Sales of Colour Cosmetics by Category: Value 2017-2022
  • Table 40 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
  • Table 41 Sales of Colour Cosmetics by Premium vs Mass: % Value 2017-2022
  • Table 42 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
  • Table 43 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
  • Table 44 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
  • Table 45 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
  • Table 46 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027
  • Table 47 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2022-2027
DEODORANTS IN GUATEMALA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Deodorants sprays hold the strongest presence in modern channels, thanks to traditional use
  • Small roll-on and stick presentations grow in demand, due to smaller unit prices available
  • Small local grocers remain strong and will continue to grow, due to the frequent shopping needs of low-income consumers
PROSPECTS AND OPPORTUNITIES
  • Smaller formats expected to remain popular through traditional channels
  • Deodorants still has room to develop and grow in Guatemala
  • Aggressive price wars develop between leading players
CATEGORY DATA
  • Table 48 Sales of Deodorants by Category: Value 2017-2022
  • Table 49 Sales of Deodorants by Category: % Value Growth 2017-2022
  • Table 50 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
  • Table 51 NBO Company Shares of Deodorants: % Value 2018-2022
  • Table 52 LBN Brand Shares of Deodorants: % Value 2019-2022
  • Table 53 Forecast Sales of Deodorants by Category: Value 2022-2027
  • Table 54 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
  • Table 55 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027
DEPILATORIES IN GUATEMALA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Procter & Gamble continues to lead, thanks to ongoing innovations in Gillette’s Venus and Prestobarba brands
  • Category development impacted by seasonality and concerns over correct usage
  • Women´s pre-shave products remains a small subcategory
PROSPECTS AND OPPORTUNITIES
  • Discounters will play an important role for depilatories over the forecast period
  • Low leadership stability will remain in hair removers/bleaches
  • Depilatories decreasing in beauty specialists and pharmacies
CATEGORY DATA
  • Table 56 Sales of Depilatories by Category: Value 2017-2022
  • Table 57 Sales of Depilatories by Category: % Value Growth 2017-2022
  • Table 58 NBO Company Shares of Depilatories: % Value 2018-2022
  • Table 59 LBN Brand Shares of Depilatories: % Value 2019-2022
  • Table 60 Forecast Sales of Depilatories by Category: Value 2022-2027
  • Table 61 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027
FRAGRANCES IN GUATEMALA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Both mass and premium fragrances recover well after the pandemic era slump
  • Avon launches the new Sensus fragrances line to stimulate slowly-reviving sales
  • Leading Scentia launches occasion-targeted scents to boost its portfolio
PROSPECTS AND OPPORTUNITIES
  • Fragrances expected to maintain sustained growth, thanks to ongoing brand activity
  • Modern channel will remain key for fragrances
  • Global players from the retail channel continue to launch in Guatemala
CATEGORY DATA
  • Table 62 Sales of Fragrances by Category: Value 2017-2022
  • Table 63 Sales of Fragrances by Category: % Value Growth 2017-2022
  • Table 64 NBO Company Shares of Fragrances: % Value 2018-2022
  • Table 65 LBN Brand Shares of Fragrances: % Value 2019-2022
  • Table 66 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
  • Table 67 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
  • Table 68 Forecast Sales of Fragrances by Category: Value 2022-2027
  • Table 69 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027
HAIR CARE IN GUATEMALA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Procter & Gamble leads shampoo sales with Head and Shoulders
  • Price wars seen in the modern channel among leading brands
  • Polarised size formats leading in the modern and traditional channels
PROSPECTS AND OPPORTUNITIES
  • Hair care will maintain stable growth over the forecast period
  • Styling agents maintain popularity in Guatemala, used as part of regular hair care routines
  • Eco-friendly trends grow, as seen with the uprising of shampoo bars
CATEGORY DATA
  • Table 70 Sales of Hair Care by Category: Value 2017-2022
  • Table 71 Sales of Hair Care by Category: % Value Growth 2017-2022
  • Table 72 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
  • Table 73 NBO Company Shares of Hair Care: % Value 2018-2022
  • Table 74 LBN Brand Shares of Hair Care: % Value 2019-2022
  • Table 75 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
  • Table 76 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
  • Table 77 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
  • Table 78 Forecast Sales of Hair Care by Category: Value 2022-2027
  • Table 79 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
  • Table 80 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027
MEN'S GROOMING IN GUATEMALA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Old Spice enjoys a more modern image, with a wide array of products available
  • Nivea widens its portfolio for men, with more masculine alternatives and fragrances
  • Deodorants remains a leading subcategory in men´s grooming
PROSPECTS AND OPPORTUNITIES
  • Men’s grooming expected to continue with slow growth, as dampened by inflationary pressures
  • Procter & Gamble expected to maintain its lead in men’s grooming
  • Economy brands expected to grow in men´s deodorants
CATEGORY DATA
  • Table 81 Sales of Men’s Grooming by Category: Value 2017-2022
  • Table 82 Sales of Men’s Grooming by Category: % Value Growth 2017-2022
  • Table 83 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
  • Table 84 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
  • Table 85 NBO Company Shares of Men’s Grooming: % Value 2018-2022
  • Table 86 LBN Brand Shares of Men’s Grooming: % Value 2019-2022
  • Table 87 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
  • Table 88 Forecast Sales of Men’s Grooming by Category: Value 2022-2027
  • Table 89 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027
ORAL CARE IN GUATEMALA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Oral care recovers slowly, due to high price-sensitivity and decreased oral hygiene
  • Players launch aggressive discounts and offers to maintain customer loyalty
  • Mouthwash and floss with low penetrations, due to basic oral hygiene routines
PROSPECTS AND OPPORTUNITIES
  • Ongoing small yet stable growth expected, as consumers continue to attend to the basics of oral hygiene
  • Economy brands will accelerate their penetration further
  • Less popular subcategories with low penetration rates expected to suffer
CATEGORY DATA
  • Table 90 Sales of Oral Care by Category: Value 2017-2022
  • Table 91 Sales of Oral Care by Category: % Value Growth 2017-2022
  • Table 92 Sales of Toothbrushes by Category: Value 2017-2022
  • Table 93 Sales of Toothbrushes by Category: % Value Growth 2017-2022
  • Table 94 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
  • Table 95 NBO Company Shares of Oral Care: % Value 2018-2022
  • Table 96 LBN Brand Shares of Oral Care: % Value 2019-2022
  • Table 97 Forecast Sales of Oral Care by Category: Value 2022-2027
  • Table 98 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
  • Table 99 Forecast Sales of Toothbrushes by Category: Value 2022-2027
  • Table 100 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027
SKIN CARE IN GUATEMALA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Belcorp Guatemala SA maintains its lead thanks to popular brands targeted to different consumer audiences
  • Facial skin care driving innovation in the overall category
  • Instagram influencers and informal sellers are of increasing importance in skin care
PROSPECTS AND OPPORTUNITIES
  • Low and stable volume expected to continue, but with many consumers trading down or postponing purchases
  • Body skin care expected to see an increase in economy brands
  • Hydration will remain the focus in skin care
CATEGORY DATA
  • Table 101 Sales of Skin Care by Category: Value 2017-2022
  • Table 102 Sales of Skin Care by Category: % Value Growth 2017-2022
  • Table 103 NBO Company Shares of Skin Care: % Value 2018-2022
  • Table 104 LBN Brand Shares of Skin Care: % Value 2019-2022
  • Table 105 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
  • Table 106 Forecast Sales of Skin Care by Category: Value 2022-2027
  • Table 107 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027
SUN CARE IN GUATEMALA
KEY DATA FINDINGS
  • 2022 DEVELOPMENTS
  • Sun care sales are ruled by specific seasons throughout the year
  • Eucerin and La Roche offer dermocosmetics advisors on-site to boost sales
  • Dermatologists’ advice is key to sun care’s development
PROSPECTS AND OPPORTUNITIES
  • Small and stable sales expected, with challenges and opportunities ahead
  • Premium brands will continue to attract higher-income consumers who use sun care on a more regular basis
  • Formulations and formats will develop further to meet evolving needs
CATEGORY DATA
  • Table 108 Sales of Sun Care by Category: Value 2017-2022
  • Table 109 Sales of Sun Care by Category: % Value Growth 2017-2022
  • Table 110 Sales of Sun Care by Premium vs Mass: % Value 2017-2022
  • Table 111 NBO Company Shares of Sun Care: % Value 2018-2022
  • Table 112 LBN Brand Shares of Sun Care: % Value 2019-2022
  • Table 113 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
  • Table 114 Forecast Sales of Sun Care by Category: Value 2022-2027
  • Table 115 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027