Home Care in Guatemala

Abstract
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 consumer incomes. Moreover, in a further effect of the pandemic, the home care market became saturated with antibacterial, anti-virus and all sanitising claims which in turn heightened consumer awareness of these product features.

Euromonitor International's Home Care in Guatemala market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet 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 Home 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.

Content
Home Care in Guatemala
February 2023

List Of Contents And Tables

HOME CARE IN GUATEMALA
EXECUTIVE SUMMARY
Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2017-2022
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN GUATEMALA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Popularity grows for fabric softeners even among those who do not own a washing machine
Commoditisation of antibacterial features
Standard powder detergent evolving into a multi-purpose product
PROSPECTS AND OPPORTUNITIES
Multi-purpose strategy continues expanding in laundry care in Guatemala
Accessibility and local knowledge enhance Industria La Popular’s leading position
Private label gains ground in laundry care over the forecast period
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2017-2022
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2017-2022
Table 13 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 14 Sales of Laundry Aids by Category: Value 2017-2022
Table 15 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 16 Sales of Laundry Detergents by Category: Value 2017-2022
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 18 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 19 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 20 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 21 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 22 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 24 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
DISHWASHING IN GUATEMALA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Healthy value growth, though value sales of automatic dishwashing still negligible
Axion, a “love” mark, maintains category lead in 2022
Local brand Zagaz from Industria La Popular SA gains momentum
PROSPECTS AND OPPORTUNITIES
Cream presentation sustains industry lead
Axion retains lead over the forecast period
The resumption of society in the wake of the pandemic reawakens new product development and innovation
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2017-2022
Table 28 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 29 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 30 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 31 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
SURFACE CARE IN GUATEMALA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Colgate-Palmolive remains ahead in surface care with its Fabuloso brand available via a variety of channels and presentations
Packaging and smaller formats become more important elements in surface care in 2022
Bathroom cleaners suffers from supply chain issues and subsequently a decline in demand
PROSPECTS AND OPPORTUNITIES
Colgate-Palmolive Centroamerica maintains category lead over the forecast period
Positive forecast period development of private label
Category continues to benefit from high innovation and dynamism
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2017-2022
Table 34 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 37 NBO Company Shares of Surface Care: % Value 2018-2022
Table 38 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 39 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
BLEACH IN GUATEMALA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Magia Blanca retains the lead in bleach thanks to its widespread availability and investment in new product development
Expanded presence in supermarkets stimulates developments in private label
Non-chlorine home care products prevail over bleach, though the category does benefit from the rising cost of living thanks to its low prices
PROSPECTS AND OPPORTUNITIES
A steady positive trend for this category
Magia Blanca retains the lead though competition intensifies from private label
Less innovation and greater price orientation
CATEGORY DATA
Table 41 Sales of Bleach: Value 2017-2022
Table 42 Sales of Bleach: % Value Growth 2017-2022
Table 43 NBO Company Shares of Bleach: % Value 2018-2022
Table 44 LBN Brand Shares of Bleach: % Value 2019-2022
Table 45 Forecast Sales of Bleach: Value 2022-2027
Table 46 Forecast Sales of Bleach: % Value Growth 2022-2027
TOILET CARE IN GUATEMALA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Positive performance for in-cistern devices thanks to the development of new technology and accessibly-priced private label offerings
Toilet/liquids foam continues to lead toilet care
SC Johnson maintains its leading position
PROSPECTS AND OPPORTUNITIES
Little innovation over the forecast period as the consumer base is limited
Modern grocery retailers characterise distribution due to lack of demand among low socioeconomic groups
Stable growth trend driven mainly by in-cistern devices via supermarkets, the development of which also stimulates sales of private label
CATEGORY DATA
Table 47 Sales of Toilet Care by Category: Value 2017-2022
Table 48 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 49 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 50 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 51 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
POLISHES IN GUATEMALA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Category benefited by the improvement in construction materials in the country
Brands of shoe polish expand to tennis shoes in order to meet current fashion trends
Picasa leads polishes with the Shinola brand of shoe polish
PROSPECTS AND OPPORTUNITIES
Moderate steady growth for polishes over the forecast period
Polishes faces competition from alternative products
Shoe polishes continue to drive sales over the forecast period
CATEGORY DATA
Table 53 Sales of Polishes by Category: Value 2017-2022
Table 54 Sales of Polishes by Category: % Value Growth 2017-2022
Table 55 NBO Company Shares of Polishes: % Value 2018-2022
Table 56 LBN Brand Shares of Polishes: % Value 2019-2022
Table 57 Forecast Sales of Polishes by Category: Value 2022-2027
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
AIR CARE IN GUATEMALA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Spray/aerosol air fresheners continues to be the most popular format
SC Johnson maintains strong leadership position
Domestic brands struggle to compete against multinationals
PROSPECTS AND OPPORTUNITIES
Healthy forecast period growth as despite the full lifting of pandemic-related restrictions, price sensitivity boosts entertaining at home aiding sales of air care
SC Johnson de Centroamerica maintains the lead while all players launch new fresh and pleasing scents
Spray/aerosol format remains popular although consumers increasingly concerned about its negative reputation
CATEGORY DATA
Table 59 Sales of Air Care by Category: Value 2017-2022
Table 60 Sales of Air Care by Category: % Value Growth 2017-2022
Table 61 NBO Company Shares of Air Care: % Value 2018-2022
Table 62 LBN Brand Shares of Air Care: % Value 2019-2022
Table 63 Forecast Sales of Air Care by Category: Value 2022-2027
Table 64 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
HOME INSECTICIDES IN GUATEMALA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Spray/aerosol insecticides remain the most popular, although electric insecticides registers higher value growth
SC Johnson retains the outright category lead
Industry players increasingly specialise producing products that eradicate specific insecticides
PROSPECTS AND OPPORTUNITIES
Climate change increases insect population
Consumers look for products with fewer toxic ingredients
Innovations focus on specific threats with more products designed to meet threats from the Zika, dengue and chikungunya viruses
CATEGORY DATA
Table 65 Sales of Home Insecticides by Category: Value 2017-2022
Table 66 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 67 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 68 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 69 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027