Table of Content

Home Care in Guatemala
Euromonitor International
April 2021

List OF CONTENTS AND TABLES

HOME CARE IN GUATEMALA
EXECUTIVE SUMMARY
COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
MARKET INDICATORS
Table 1 Households 2015-2020
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN GUATEMALA
KEY DATA FINDINGS
2020 IMPACT
Growth increases as consumers stock up on laundry care, focusing on keeping clothes hygienic
Players respond to COVID-19 by launching products with antibacterial qualities
Bar detergents hold the highest share, but multi-purpose powders gain ground
RECOVERY AND OPPORTUNITIES
Price-point remains key across the forecast period, with Union SA retaining its lead
New products across the forecast period will aim to attract low-income consumers
Hand washing will remain the most popular method for laundry in Guatemala
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2015-2020
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2015-2020
Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 14 Sales of Laundry Aids by Category: Value 2015-2020
Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 16 Sales of Laundry Detergents by Category: Value 2015-2020
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025
DISHWASHING IN GUATEMALA
KEY DATA FINDINGS
2020 IMPACT
The lockdown period and interest in hygiene boosts growth in 2020
Players release products with antibacterial properties to align with COVID-19 trends
Colgate-Palmolive continues to lead, as domestic players build ground
RECOVERY AND OPPORTUNITIES
Price sensitivity continues to shape consumers purchases across the forecast period
Dishwashing has the opportunity to expand across the forecast period
Automatic dishwashing fails to make a presence over the coming years
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2015-2020
Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025
SURFACE CARE IN GUATEMALA
KEY DATA FINDINGS
2020 IMPACT
Stockpiling and a rising interest in health and hygiene boosts sales during 2020
Lower-income consumers preference multi-cleaners, as players focus on antibacterial properties
Colgate-Palmolive remains ahead in surface care, although it loses share to others
RECOVERY AND OPPORTUNITIES
Enhanced cleaning routines continue to benefit sales across 2021 and 2022
Multipurpose cleaners gain ground as all-purpose cleaning wipes grow
Domestic brands focus on economy varieties to gain ground over the coming years
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2015-2020
Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
Table 37 NBO Company Shares of Surface Care: % Value 2016-2020
Table 38 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 39 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025
BLEACH IN GUATEMALA
KEY DATA FINDINGS
2020 IMPACT
Value growth increases as consumers interest in hygiene and sanitation rises
COVID-19 increases the presence of bleach in modern grocery retailers
The top three players lose share to others as price sensitivity rises
RECOVERY AND OPPORTUNITIES
An increasing interest in hygiene persists, supporting sales over the early forecast period
The growth of new alternatives is set to challenge ongoing sales of bleach
Innovation in bleach will focus on packaging that aligns to consumers growing demands
CATEGORY DATA
Table 41 Sales of Bleach: Value 2015-2020
Table 42 Sales of Bleach: % Value Growth 2015-2020
Table 43 NBO Company Shares of Bleach: % Value 2016-2020
Table 44 LBN Brand Shares of Bleach: % Value 2017-2020
Table 45 Forecast Sales of Bleach: Value 2020-2025
Table 46 Forecast Sales of Bleach: % Value Growth 2020-2025
TOILET CARE IN GUATEMALA
KEY DATA FINDINGS
2020 IMPACT
Growth is limited as many households in Guatemala do not have a flush toilet
Toilet/liquids foam continues to lead toilet care sales throughout 2020
SC Johnson maintains its place at the top during the outbreak of COVID-19
RECOVERY AND OPPORTUNITIES
Growth is positive; however, the landscape remains small over the coming years
Low innovation over the coming years, as toilet care sees a lack of consumer interest
Developments of alternative products hamper the growth of volume sales in toilet care
CATEGORY DATA
Table 47 Sales of Toilet Care by Category: Value 2015-2020
Table 48 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 49 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 50 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 51 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025
POLISHES IN GUATEMALA
KEY DATA FINDINGS
2020 IMPACT
Floor polishes records growth, while shoe polish declines due to home seclusion
Furniture, floor, and metal polishes have limited appeal in Guatemala
Picasa leads polishes with Shinola brand of shoe polish
RECOVERY AND OPPORTUNITIES
Growth recovers as shoe polishes benefit from an end to home seclusion
Shoe polishes will continue to drive sales in polishes over the forecast period
Little incentive for marketing within polishes will limit growth
CATEGORY DATA
Table 53 Sales of Polishes by Category: Value 2015-2020
Table 54 Sales of Polishes by Category: % Value Growth 2015-2020
Table 55 NBO Company Shares of Polishes: % Value 2016-2020
Table 56 LBN Brand Shares of Polishes: % Value 2017-2020
Table 57 Forecast Sales of Polishes by Category: Value 2020-2025
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2020-2025
AIR CARE IN GUATEMALA
KEY DATA FINDINGS
2020 IMPACT
Sales of spray/aerosol air fresheners increase as car air fresheners decline due to home seclusion
SC Johnson maintains leadership of air care during COVID-19
Domestic brands struggle to compete against multinationals
RECOVERY AND OPPORTUNITIES
Growth is driven by spray/aerosol air fresheners, as car air fresheners recover from 2021
Innovation in air care will remain in line with international trends
A rising demand for natural scents is forecast to be a key growth driver
CATEGORY DATA
Table 59 Sales of Air Care by Category: Value 2015-2020
Table 60 Sales of Air Care by Category: % Value Growth 2015-2020
Table 61 NBO Company Shares of Air Care: % Value 2016-2020
Table 62 LBN Brand Shares of Air Care: % Value 2017-2020
Table 63 Forecast Sales of Air Care by Category: Value 2020-2025
Table 64 Forecast Sales of Air Care by Category: % Value Growth 2020-2025
HOME INSECTICIDES IN GUATEMALA
KEY DATA FINDINGS
2020 IMPACT
Increasing price-sensitivity reduces demand for home insecticides in 2020
Spray/aerosol insecticides lead the landscape in 2020
SC Johnson retains dominance as retailers and brands focus on price-promotions
RECOVERY AND OPPORTUNITIES
Recovery from 2021 as major players focus on eco-friendly properties
A wide variety of products caters to different needs as innovations focus on specific threats
Seasonal insect infestations drive sales in home insecticides over the forecast period
CATEGORY DATA
Table 65 Sales of Home Insecticides by Category: Value 2015-2020
Table 66 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 67 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 68 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 69 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025