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Beauty and Personal Care in Guatemala

Published May 13, 2025
Length 107 Pages
SKU # EP20050498

Description

Sales of beauty and personal care products in Guatemala experienced positive growth in current value terms in 2024. Although the annual inflation rate eased from the high levels seen in 2022 and 2023, consumers still felt the effects of reduced purchasing power due to the effects of cumulative increases in the cost of living. This led to more cautious spending, especially amongst lower-income groups, who increasingly prioritised value-for-money options. Consumers increasingly opted for family-si...

Euromonitor International's 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 2020-2024, allowing you to identify the sectors driving growth. Forecasts to 2029 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.

Table of Contents

107 Pages
Beauty and Personal Care in Guatemala
Euromonitor International
May 2025
List Of Contents And Tables
BEAUTY AND PERSONAL CARE IN GUATEMALA
EXECUTIVE SUMMARY
Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care ?
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2019-2024
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2020-2024
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2020-2024
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2021-2024
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2019-2024
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2019-2024
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2024
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2024-2029
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN GUATEMALA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Guatemalans maintain personal care habits even amid budgetary challenges
Industry seeks to balance affordability with needs of specific demographics
Brands reinforce their market positioning through cost-effective packaging solutions.
PROSPECTS AND OPPORTUNITIES
New generations of Guatemalans are adopting more comprehensive beauty and personal care routines
More informed consumers demand multi-benefit products that also offer cost savings
Growing trend towards personalised products
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2020-2024
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2021-2024
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2024-2029
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2024-2029
PREMIUM BEAUTY AND PERSONAL CARE IN GUATEMALA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Demand for premium beauty and personal care products remains resilient even in challenging economic times
Premium brands focus on more powerful, technologically-advanced formulations
Willingness to opt for premium brands is bolstered by promise of quicker, noticeable results.
PROSPECTS AND OPPORTUNITIES
Adoption of preventative beauty rituals to fuel demand for premium products
Premium dermocosmetics will offer tailored solutions
Brands to address evolving needs of women at different life stages
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2020-2024
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2021-2024
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2024-2029
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2024-2029
BABY AND CHILD-SPECIFIC PRODUCTS IN GUATEMALA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Slowing birth rate and income constraints curb demand for baby and child-specific products
Johnson & Johnson remains the market leader, but lower-priced rivals gain ground
Discounters gain traction as parents navigate rising cost of living
PROSPECTS AND OPPORTUNITIES
Positive outlook expected, despite lower birth rate
Private labels see improvements to product quality, placing pressure on leading brands
Natural formulations gain traction as Guatemalan parents prioritise safety
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2019-2024
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2020-2024
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2021-2024
Table 28 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2021-2024
Table 29 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2021-2024
Table 30 Forecast Sales of Baby and Child-specific Products by Category: Value 2024-2029
Table 31 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2024-2029
Table 32 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2024-2029
BATH AND SHOWER IN GUATEMALA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Affordability and targeted skin care needs are dominant forces in Guatemala’s bath and shower market
Brands target sensory appeal and skin health
Traditional channels and discounters drive sales in context of ongoing price sensitivity
PROSPECTS AND OPPORTUNITIES
New generations to favour formats with sensory appeal
Women's hygiene evolves to meet specific age-related needs
Local niche brands find growth potential by offering personalised, sustainable solutions
CATEGORY DATA
Table 33 Sales of Bath and Shower by Category: Value 2019-2024
Table 34 Sales of Bath and Shower by Category: % Value Growth 2019-2024
Table 35 Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024
Table 36 NBO Company Shares of Bath and Shower: % Value 2020-2024
Table 37 LBN Brand Shares of Bath and Shower: % Value 2021-2024
Table 38 LBN Brand Shares of Premium Bath and Shower: % Value 2021-2024
Table 39 Forecast Sales of Bath and Shower by Category: Value 2024-2029
Table 40 Forecast Sales of Bath and Shower by Category: % Value Growth 2024-2029
Table 41 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2024-2029
COLOUR COSMETICS IN GUATEMALA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Coolour cosmetics remain a priority for Guatemalan women even amid economic challenges
Industry players connect with consumers through affordability and improved formulations
Direct selling consolidates its role as key sales channel and tool for female empowerment
PROSPECTS AND OPPORTUNITIES
Favourable economic environment and adoption of comprehensive beauty rituals will drive growth in colour cosmetics
Consumers will favour practicality, affordability, and instant results
Multifunctional formulations to gain ground facial make-up
CATEGORY DATA
Table 42 Sales of Colour Cosmetics by Category: Value 2019-2024
Table 43 Sales of Colour Cosmetics by Category: % Value Growth 2019-2024
Table 44 Sales of Colour Cosmetics by Premium vs Mass: % Value 2019-2024
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2020-2024
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2021-2024
Table 47 LBN Brand Shares of Premium Colour Cosmetics: % Value 2021-2024
Table 48 Forecast Sales of Colour Cosmetics by Category: Value 2024-2029
Table 49 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2024-2029
Table 50 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2024-2029
DEODORANTS IN GUATEMALA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Innovative, longer-lasting fragrances and impact of climate change drive demand
Clinical claims emerge as competitive advantage in premium deodorant offerings
Channel diversification intensifies as consumers seek affordability
PROSPECTS AND OPPORTUNITIES
Affordability will prevail when choosing a deodorant format
Guatemalans will place greater emphasis on sensory experiences
Skin care ingredients are increasingly included in deodorants
CATEGORY DATA
Table 51 Sales of Deodorants by Category: Value 2019-2024
Table 52 Sales of Deodorants by Category: % Value Growth 2019-2024
Table 53 Sales of Deodorants by Premium vs Mass: % Value 2019-2024
Table 54 NBO Company Shares of Deodorants: % Value 2020-2024
Table 55 LBN Brand Shares of Deodorants: % Value 2021-2024
Table 56 LBN Brand Shares of Premium Deodorants: % Value 2021-2024
Table 57 Forecast Sales of Deodorants by Category: Value 2024-2029
Table 58 Forecast Sales of Deodorants by Category: % Value Growth 2024-2029
Table 59 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2024-2029
DEPILATORIES IN GUATEMALA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Guatemalans continue to favour disposable razors, with skin care attributes gaining traction
Brands offer targeted shaving solutions
Grocery outlets continue to dominate distribution, but pharmacies look to strengthen their position
PROSPECTS AND OPPORTUNITIES
Limited uptake of premium products
More accessible pricing to expand reach of permanent hair removal methods
Skinification trend will gain ground in depilatories
CATEGORY DATA
Table 60 Sales of Depilatories by Category: Value 2019-2024
Table 61 Sales of Depilatories by Category: % Value Growth 2019-2024
Table 62 NBO Company Shares of Depilatories: % Value 2020-2024
Table 63 LBN Brand Shares of Depilatories: % Value 2021-2024
Table 64 Forecast Sales of Depilatories by Category: Value 2024-2029
Table 65 Forecast Sales of Depilatories by Category: % Value Growth 2024-2029
FRAGRANCES IN GUATEMALA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Mass brands gain ground through affordability and enhanced formulations
Leading brands seek to connect with specific generations
Direct selling channel strengthens its position, driven by social and economic relevance
PROSPECTS AND OPPORTUNITIES
Pursuit of wellbeing through fragrance use will resonate with new generations
‘Dupe’ culture gains traction with declining attachment to specific brands
Custom fragrances offer growth potential
CATEGORY DATA
Table 66 Sales of Fragrances by Category: Value 2019-2024
Table 67 Sales of Fragrances by Category: % Value Growth 2019-2024
Table 68 NBO Company Shares of Fragrances: % Value 2020-2024
Table 69 LBN Brand Shares of Fragrances: % Value 2021-2024
Table 70 LBN Brand Shares of Premium Men's Fragrances: % Value 2021-2024
Table 71 LBN Brand Shares of Premium Women's Fragrances: % Value 2021-2024
Table 72 Forecast Sales of Fragrances by Category: Value 2024-2029
Table 73 Forecast Sales of Fragrances by Category: % Value Growth 2024-2029
HAIR CARE IN GUATEMALA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Hair care shows modest growth as consumers regulate their spending.
Leading brands seek to gain ground by incorporating premium ingredients into mass hair care
Traditional retail remains highly relevant but shows signs of stagnation
PROSPECTS AND OPPORTUNITIES
Hair care players will seek to drive growth through higher value purchases
Cross-category brand expansion expected to boost competition in hair care
Industry will adapt to changing hair care needs in the face of changing climatic conditions
CATEGORY DATA
Table 74 Sales of Hair Care by Category: Value 2019-2024
Table 75 Sales of Hair Care by Category: % Value Growth 2019-2024
Table 76 Sales of Hair Care by Premium vs Mass: % Value 2019-2024
Table 77 NBO Company Shares of Hair Care: % Value 2020-2024
Table 78 LBN Brand Shares of Hair Care: % Value 2021-2024
Table 79 NBO Company Shares of Salon Professional Hair Care: % Value 2020-2024
Table 80 LBN Brand Shares of Salon Professional Hair Care: % Value 2021-2024
Table 81 LBN Brand Shares of Premium Hair Care: % Value 2021-2024
Table 82 Forecast Sales of Hair Care by Category: Value 2024-2029
Table 83 Forecast Sales of Hair Care by Category: % Value Growth 2024-2029
Table 84 Forecast Sales of Hair Care by Premium vs Mass: % Value 2024-2029
MEN'S GROOMING IN GUATEMALA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Men’s grooming gains ground as new generations embrace more comprehensive personal care habits
Procter & Gamble continues to lead sales
Direct-selling dominates distribution of men's grooming but channel dynamics are shifting
PROSPECTS AND OPPORTUNITIES
Changing generational habits will continue to shape men’s grooming
More sophisticated beard care rituals gather pace
Emerging focus on male intimate hygiene offers future growth potential
CATEGORY DATA
Table 85 Sales of Men’s Grooming by Category: Value 2019-2024
Table 86 Sales of Men’s Grooming by Category: % Value Growth 2019-2024
Table 87 Sales of Men's Razors and Blades by Type: % Value Breakdown 2021-2024
Table 88 Sales of Men's Skin Care by Type: % Value Breakdown 2021-2024
Table 89 NBO Company Shares of Men’s Grooming: % Value 2020-2024
Table 90 LBN Brand Shares of Men’s Grooming: % Value 2021-2024
Table 91 LBN Brand Shares of Men's Razors and Blades: % Value 2021-2024
Table 92 Forecast Sales of Men’s Grooming by Category: Value 2024-2029
Table 93 Forecast Sales of Men’s Grooming by Category: % Value Growth 2024-2029
ORAL CARE IN GUATEMALA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Guatemalans prioritise cost savings amid economic pressures
Leading brands focus strategy on balancing multiple benefits with cost savings
Traditional and modern channels compete in oral health distribution
PROSPECTS AND OPPORTUNITIES
Trend towards more comprehensive oral care will benefit sales
Whitening attributes gain relevance amongst new generations of Guatemalans
Younger consumers are open to embracing electric toothbrush use
CATEGORY DATA
Table 94 Sales of Oral Care by Category: Value 2019-2024
Table 95 Sales of Oral Care by Category: % Value Growth 2019-2024
Table 96 Sales of Toothbrushes by Category: Value 2019-2024
Table 97 Sales of Toothbrushes by Category: % Value Growth 2019-2024
Table 98 Sales of Toothpaste by Type: % Value Breakdown 2020-2024
Table 99 NBO Company Shares of Oral Care: % Value 2020-2024
Table 100 LBN Brand Shares of Oral Care: % Value 2021-2024
Table 101 Forecast Sales of Oral Care by Category: Value 2024-2029
Table 102 Forecast Sales of Oral Care by Category: % Value Growth 2024-2029
Table 103 Forecast Sales of Toothbrushes by Category: Value 2024-2029
Table 104 Forecast Sales of Toothbrushes by Category: % Value Growth 2024-2029
SKIN CARE IN GUATEMALA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Skin care habits prove resilient, despite high living costs
Premium skin care ingredients become more accessible across range of price points
Skin care distribution shows increasing level of diversification
PROSPECTS AND OPPORTUNITIES
Preventative skin care habits begin at an earlier age
Growing acceptance of dermocosmetics
Personalised skin care will be powered by increasing development of digital tools
CATEGORY DATA
Table 105 Sales of Skin Care by Category: Value 2019-2024
Table 106 Sales of Skin Care by Category: % Value Growth 2019-2024
Table 107 NBO Company Shares of Skin Care: % Value 2020-2024
Table 108 LBN Brand Shares of Skin Care: % Value 2021-2024
Table 109 LBN Brand Shares of Premium Skin Care: % Value 2021-2024
Table 110 Forecast Sales of Skin Care by Category: Value 2024-2029
Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2024-2029
SUN CARE IN GUATEMALA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Sun protection gains ground as core element of preventative beauty regimes
Focus on expanding sun protection habits to mass segment
Expansion of the pharmacy channel drives premiumisation in sun care
PROSPECTS AND OPPORTUNITIES
Early adoption of sun protection products will drive future growth
Increased segmentation by age will enhance product relevance
Sun protection products with skin care benefits will see strong consumer interest
CATEGORY DATA
Table 112 Sales of Sun Care by Category: Value 2019-2024
Table 113 Sales of Sun Care by Category: % Value Growth 2019-2024
Table 114 Sales of Sun Care by Premium vs Mass: % Value 2019-2024
Table 115 NBO Company Shares of Sun Care: % Value 2020-2024
Table 116 LBN Brand Shares of Sun Care: % Value 2021-2024
Table 117 LBN Brand Shares of Premium Adult Sun Care: % Value 2021-2024
Table 118 Forecast Sales of Sun Care by Category: Value 2024-2029
Table 119 Forecast Sales of Sun Care by Category: % Value Growth 2024-2029

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