Guatemala

Colgate-Palmolive Centroamerica continued as the outright leader in surface care in 2022, thanks to its three leading brands, Fabuloso, Ajax and Azistin. As competition is fierce in surface care, the company's brands even compete against each other,…

Even though Guatemala is a country with high poverty rates, estimating that 6 out of 10 Guatemalans face deprivation, housing has seen certain improvements. This has been supported by a substantial increase in remittances from the US since 2021 and…

Baby wipes is the most developed wipes category in Guatemala. Consumers from all income groups use baby wipes largely when changing diapers, but also for other uses, such as cleaning children’s faces. Retail volume sales of baby wipes saw a marked…

Sanitary protection has weathered the unprecedented economic and societal disruption caused by COVID-19 better than many areas of the Guatemalan tissue and hygiene category due to the fact that towels – the dominant product type – are considered a…

Grupo PDC maintained an outright lead in bleach in 2022 with its Magia Blanca brand. The brand has an extensive product portfolio appealing to a broad consumer base, offering a variety of aromas available in different sizes and pack types. Towards…

Since the COVID-19 pandemic started, Guatemalans have taken a growing interest in using paper towels for drying their hands. In the away-from-home segment and consumer’s households there has been an increase in the usage of paper towels, with many…

In-cistern devices is experiencing positive growth in Guatemala. Consumers are adopting new formats of in-cistern devices in gel presentations while also maintaining sales of traditional formats. The presence of economy brands, including Flash, Bref,…

The home care market in Guatemala in 2022 developed under unusual and somewhat complex circumstances. For instance, 2022 was the first year after the pandemic had peaked (in 2020 and 2021), which impacted consumer spending habits and in some cases…

Spray/aerosol insecticides continued to account for the overwhelming majority of value and volume sales in home insecticides in 2022. Guatemalan consumers consider these products to be safe and effective, and they are found in homes throughout the…

While value and volume sales continued to be healthy in 2022, growth slowed from the previous year. The full reopening of society meant people spent less time at home and created less demand to wash dishes. At the end of the review period, value…

Air care registered healthy current value and volume growth in 2022 although value growth was slightly lower than in 2021. With more people spending time outside their homes as society gradually reopened, growth in air care fell slightly.…

Fabric softeners experienced a growing share in laundry care in 2022. Brands in this category are available via both supermarkets and small local grocers in a wide variety of presentations. The smallest of these are 80ml sachets that sell via small…

With inflation a pressing issue in Guatemala, many parents are choosing more affordable diapers for their children. Low-priced diaper brands such as Juegitos and Pequitas were amongst the fastest growing products in 2022, according to industry…

Guatemalans have been impacted by high inflation in 2022, creating real difficulties among low- and mid-income families, many of whom are struggling to manage their monthly or weekly household budgets. In a country with high poverty rates such as…

Adult incontinence products are often specifically purchased for use outside the home, so the return to normal lifestyles post-pandemic has provided an impetus to volume growth. At the same time, demand was lifted by the long-term trend of population…

The juice category has faced significant price increase since late 2021 pushing up average prices. As a non-essential item in most shopping baskets, consumers have traded down to cheaper variants and are actively seeking value for money. Larger…

Powder concentrates enjoys stronger volume sales growth than liquid concentrates in Guatemala. This is a stable category in which players compete through visibility and price in the off-trade. In 2022, there were no major investments in advertising,…

Consumers are opting for healthier baby products including those with less or no added sugar as well as organic variants or those made with real ingredients, which are expanding in prepared baby food and dried baby food. There is a growing segment of…

Volume sales of cider/perry were negligible in Guatemala in 2021 and this is unlikely to change over the forecast period.

Retail volume sales of bottled water remains stagnant in 2022 continuing the trend seen in recent years. This is largely due to flat volume sales in still bottled water, which makes up the bulk of product sales by volume in 2022.