Beauty and Personal Care in Guatemala
Euromonitor International
July 2020

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on beauty and personal care
COVID-19 country impact
Increasing price sensitivity amongst mass consumers leads to search for more convenient and multi-purpose products in 2019
Multinationals, including mass-based direct selling companies, continue to dominate beauty and personal care in 2019
Tentative recovery predicted for many beauty and personal care products from 2022 driven by mass segment
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2014-2019
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2015-2019
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2015-2019
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2016-2019
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2014-2019
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2019
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2019-2024
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
HEADLINES
PRE-COVID-19 PERFORMANCE
Mass segment dominates beauty and personal care in Guatemala due to high number of low- to mid-income consumers, but price-sensitivity due to economic instability leads to slowing demand in 2019 for non-essential products
Strong distribution channel of direct selling loses value share in 2019 due to dominance of mass colour cosmetics and fragrances
Highly competitive landscape for mass beauty and personal care led by multinationals
2020 AND BEYOND
COVID-19 impact
Affected products within mass beauty and personal care
Recovery and opportunities
CATEGORY DATA
Table 10 Sales of Mass Beauty and Personal Care by Category: Value 2014-2019
Table 11 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Mass Beauty and Personal Care: % Value 2015-2019
Table 13 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2016-2019
Table 14 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Premium beauty and personal care remains a niche overall in 2019 driven by demand by a small affluent target audience
Premium fragrances gains marginal value share from mass segment in 2019, as affluent consumers are more likely to indulge in a number of different scents to suit occasions and moods
Skin care and fragrances hold highest value share for premium brands in 2019
2020 AND BEYOND
COVID-19 impact
Affected products within premium beauty and personal care
Recovery and opportunities
CATEGORY DATA
Table 16 Sales of Premium Beauty and Personal Care by Category: Value 2014-2019
Table 17 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 18 NBO Company Shares of Premium Beauty and Personal Care: % Value 2015-2019
Table 19 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2016-2019
Table 20 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Healthy growth for baby and child-specific products, but affluent consumers drive demand for less affordable options
Slowing demand for products with higher specific value in line with unstable economy
Johnson’s Baby retains convincing leadership in 2019, but Avon Kids gains strong value share
2020 AND BEYOND
COVID-19 impact
Affected products within baby and child-specific products
Recovery and opportunities
CATEGORY DATA
Table 22 Sales of Baby and Child-specific Products by Category: Value 2014-2019
Table 23 Sales of Baby and Child-specific Products by Category: % Value Growth 2014-2019
Table 24 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2014-2019
Table 25 NBO Company Shares of Baby and Child-specific Products: % Value 2015-2019
Table 26 LBN Brand Shares of Baby and Child-specific Products: % Value 2016-2019
Table 27 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2016-2019
Table 28 Forecast Sales of Baby and Child-specific Products by Category: Value 2019-2024
Table 29 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
Table 30 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Players within mature bar soap continue to add value through use of natural ingredients
Niche areas of bath and shower perform more strongly in 2019, but only appeal to more affluent consumers
Colgate-Palmolive retains dominance of bath and shower in 2019 due to large product portfolio that has wide consumer reach
2020 AND BEYOND
COVID-19 impact
Affected products within bath and shower
Recovery and opportunities
CATEGORY DATA
Table 31 Sales of Bath and Shower by Category: Value 2014-2019
Table 32 Sales of Bath and Shower by Category: % Value Growth 2014-2019
Table 33 Sales of Bath and Shower by Premium vs Mass: % Value 2014-2019
Table 34 NBO Company Shares of Bath and Shower: % Value 2015-2019
Table 35 LBN Brand Shares of Bath and Shower: % Value 2016-2019
Table 36 Forecast Sales of Bath and Shower by Category: Value 2019-2024
Table 37 Forecast Sales of Bath and Shower by Category: % Value Growth 2019-2024
Table 38 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Unstable economic climate leads to slower current value growth for colour cosmetics in 2019
International trends and social media influence purchasing behaviour of younger consumers of colour cosmetics, although personal attention remains important for older or more affluent groups
Direct selling retains dominance of colour cosmetics in 2019, although fashionable globally-recognised brands continue to gain ground
2020 AND BEYOND
COVID-19 impact
Affected products within colour cosmetics
Recovery and opportunities
CATEGORY DATA
Table 39 Sales of Colour Cosmetics by Category: Value 2014-2019
Table 40 Sales of Colour Cosmetics by Category: % Value Growth 2014-2019
Table 41 Sales of Colour Cosmetics by Premium vs Mass: % Value 2014-2019
Table 42 NBO Company Shares of Colour Cosmetics: % Value 2015-2019
Table 43 LBN Brand Shares of Colour Cosmetics: % Value 2016-2019
Table 44 LBN Brand Shares of Premium Colour Cosmetics: % Value 2016-2019
Table 45 Forecast Sales of Colour Cosmetics by Category: Value 2019-2024
Table 46 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2019-2024
Table 47 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Deodorant sticks, offered by the most popular brands, continues to record strengthening demand in 2019
Deodorant sprays continue to attract busy active consumers who appreciate specific properties
Deodorants remains a consolidated competitive landscape in 2019, dominated by mass brands
2020 AND BEYOND
COVID-19 impact
Affected products within deodorants
Recovery and opportunities
CATEGORY DATA
Table 48 Sales of Deodorants by Category: Value 2014-2019
Table 49 Sales of Deodorants by Category: % Value Growth 2014-2019
Table 50 Sales of Deodorants by Premium vs Mass: % Value 2014-2019
Table 51 NBO Company Shares of Deodorants: % Value 2015-2019
Table 52 LBN Brand Shares of Deodorants: % Value 2016-2019
Table 53 Forecast Sales of Deodorants by Category: Value 2019-2024
Table 54 Forecast Sales of Deodorants by Category: % Value Growth 2019-2024
Table 55 Forecast Sales of Deodorants by Premium vs Mass: % Value 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Women’s razors and blades remains most affordable and popular format of depilatories in 2019 in terms of demand
Price and efficiency remain important features driving purchasing decisions for many consumers, while affluent Guatemalans indulge in services offered by beauty salons
Multinationals dominate depilatories in 2019, benefiting from innovation, wide product portfolios and consumer trust
2020 AND BEYOND
COVID-19 impact
Affected products within depilatories
Recovery and opportunities
CATEGORY DATA
Table 56 Sales of Depilatories by Category: Value 2014-2019
Table 57 Sales of Depilatories by Category: % Value Growth 2014-2019
Table 58 NBO Company Shares of Depilatories: % Value 2015-2019
Table 59 LBN Brand Shares of Depilatories: % Value 2016-2019
Table 60 Forecast Sales of Depilatories by Category: Value 2019-2024
Table 61 Forecast Sales of Depilatories by Category: % Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Slowing demand for fragrances due to unstable economy in 2019, while alternative beauty and personal care products offer competition to mass segment
Affluent consumers tend to be brand loyal, supporting marginally stronger performance of premium fragrances
Direct selling dominates fragrances due to the offer of mass products, while premium brands find distribution through beauty specialist retailers and department stores
2020 AND BEYOND
COVID-19 impact
Affected products within fragrances
Recovery and opportunities
CATEGORY DATA
Table 62 Sales of Fragrances by Category: Value 2014-2019
Table 63 Sales of Fragrances by Category: % Value Growth 2014-2019
Table 64 NBO Company Shares of Fragrances: % Value 2015-2019
Table 65 LBN Brand Shares of Fragrances: % Value 2016-2019
Table 66 LBN Brand Shares of Premium Men’s Fragrances: % Value 2016-2019
Table 67 LBN Brand Shares of Premium Women’s Fragrances: % Value 2016-2019
Table 68 Forecast Sales of Fragrances by Category: Value 2019-2024
Table 69 Forecast Sales of Fragrances by Category: % Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Steady demand for hair care, with 2-in-1 products strongest performer in 2019, offering convenience, affordability and range of uses
Pricing remains key rather than brand loyalty for many hair care products in context of economising in 2019
Hair remains a consolidated competitive landscape in 2019 dominated by multinationals with wide portfolios and innovative products
2020 AND BEYOND
COVID-19 impact
Affected products within hair care
Recovery and opportunities
CATEGORY DATA
Table 70 Sales of Hair Care by Category: Value 2014-2019
Table 71 Sales of Hair Care by Category: % Value Growth 2014-2019
Table 72 Sales of Hair Care by Premium vs Mass: % Value 2014-2019
Table 73 NBO Company Shares of Hair Care: % Value 2015-2019
Table 74 LBN Brand Shares of Hair Care: % Value 2016-2019
Table 75 NBO Company Shares of Salon Professional Hair Care: % Value 2015-2019
Table 76 LBN Brand Shares of Salon Professional Hair Care: % Value 2016-2019
Table 77 LBN Brand Shares of Premium Hair Care: % Value 2016-2019
Table 78 Forecast Sales of Hair Care by Category: Value 2019-2024
Table 79 Forecast Sales of Hair Care by Category: % Value Growth 2019-2024
Table 80 Forecast Sales of Hair Care by Premium vs Mass: % Value 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Slowing demand for oral care in 2019, due to economising trend
Specific oral care addressing different issues attracts more affluent consumers
Colgate-Palmolive strengthens dominance of oral care in 2019, leaving limited room for competitors
2020 AND BEYOND
COVID-19 impact
Affected products within oral care
Recovery and opportunities
CATEGORY DATA
Table 81 Sales of Oral Care by Category: Value 2014-2019
Table 82 Sales of Oral Care by Category: % Value Growth 2014-2019
Table 83 Sales of Toothbrushes by Category: Value 2014-2019
Table 84 Sales of Toothbrushes by Category: % Value Growth 2014-2019
Table 85 Sales of Toothpaste by Type: % Value Breakdown 2015-2019
Table 86 NBO Company Shares of Oral Care: % Value 2015-2019
Table 87 LBN Brand Shares of Oral Care: % Value 2016-2019
Table 88 Forecast Sales of Oral Care by Category: Value 2019-2024
Table 89 Forecast Sales of Oral Care by Category: % Value Growth 2019-2024
Table 90 Forecast Sales of Toothbrushes by Category: Value 2019-2024
Table 91 Forecast Sales of Toothbrushes by Category: % Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Skin care remains important area of growth for beauty and personal care players in Guatemala in 2019
Niche areas of skin care continue to emerge in Guatemala
Fragmented competitive landscape for skin care in 2019 with slim share difference between the leading players
2020 AND BEYOND
COVID-19 impact
Affected products within skin care
Recovery and opportunities
CATEGORY DATA
Table 92 Sales of Skin Care by Category: Value 2014-2019
Table 93 Sales of Skin Care by Category: % Value Growth 2014-2019
Table 94 NBO Company Shares of Skin Care: % Value 2015-2019
Table 95 LBN Brand Shares of Skin Care: % Value 2016-2019
Table 96 LBN Brand Shares of Premium Skin Care: % Value 2016-2019
Table 97 Forecast Sales of Skin Care by Category: Value 2019-2024
Table 98 Forecast Sales of Skin Care by Category: % Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Sun care remains a small category in 2019 linked to seasonal beach activities
Players now offer more expansive and advanced sun care portfolios in Guatemala but price remains important factor for lower-income consumers
Nivea Sun strengthens leadership of sun care in 2019 with varied product portfolio of prices and formats
2020 AND BEYOND
COVID-19 impact
Affected products within sun care
Recovery and opportunities
CATEGORY DATA
Table 99 Sales of Sun Care by Category: Value 2014-2019
Table 100 Sales of Sun Care by Category: % Value Growth 2014-2019
Table 101 Sales of Sun Care by Premium vs Mass: % Value 2014-2019
Table 102 NBO Company Shares of Sun Care: % Value 2015-2019
Table 103 LBN Brand Shares of Sun Care: % Value 2016-2019
Table 104 LBN Brand Shares of Premium Adult Sun Care: % Value 2016-2019
Table 105 Forecast Sales of Sun Care by Category: Value 2019-2024
Table 106 Forecast Sales of Sun Care by Category: % Value Growth 2019-2024
Table 107 Forecast Sales of Sun Care by Premium vs Mass: % Value 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Increasing acceptance amongst local consumers for men’s grooming, yet unstable economy leads to some trading down, with lower volume and value growth for 2019
Ongoing popularity of beards in Guatemala slows demand for men’s shaving in 2019
Procter & Gamble strengthens overall leadership of men’s grooming in 2019 with wide product portfolio
2020 AND BEYOND
COVID-19 impact
Affected products within men’s grooming
Recovery and opportunities
CATEGORY DATA
Table 108 Sales of Men’s Grooming by Category: Value 2014-2019
Table 109 Sales of Men’s Grooming by Category: % Value Growth 2014-2019
Table 110 Sales of Men’s Razors and Blades by Type: % Value Breakdown 2015-2019
Table 111 Sales of Men’s Skin Care by Type: % Value Breakdown 2015-2019
Table 112 NBO Company Shares of Men’s Grooming: % Value 2015-2019
Table 113 LBN Brand Shares of Men’s Grooming: % Value 2016-2019
Table 114 LBN Brand Shares of Men’s Razors and Blades: % Value 2016-2019
Table 115 Forecast Sales of Men’s Grooming by Category: Value 2019-2024
Table 116 Forecast Sales of Men’s Grooming by Category: % Value Growth 2019-2024