Consumer Health in 2025: The big picture
Consumer health in Guatemala is expected to register healthy current value growth in 2025. However, while the economy is growing, rising concerns about the impact of deportations from the US is expected to impact remittance flows, which is also a significant part of the economy. On top of this, lowering exports to the US is another negative, though with a US tariff rate of 10% in September 2025, it is relatively low compared with other countries. As such, there is expected to be high price sensitivity and a degree of trading down, which benefits generics. There is also muted activity in terms of new product launches, due to the heightened price sensitivity.
Key trends in 2025
Cough, cold and allergy (hay fever) remedies continue to account for most value sales. The common cold continues to support value sales, with added functional ingredients also gaining more prominence. For example, offerings are also increasingly fortified with ingredients such as vitamin C to boost immunity. In addition, climate change is also leading to higher sales. For instant, higher temperatures and heavier rainfall is driving an increase in allergies.
Competitive landscape
Direct selling continues to have a significant foothold in Guatemala, particularly in products like vitamins, dietary supplements, herbal/traditional products, weight management and wellbeing and sports nutrition. Logicom de Guatemala SA is a leading direct sales company and leading company overall. It specialises in Herbalife products, firmly established in the health and wellness sector. Its diverse portfolio features vitamins, dietary supplements, sports nutrition, and weight management options. The company's distribution model enables personalised direct access to consumers, fostering trust in its offerings and extending reach even to areas with limited access to conventional retail channels. Additionally, Logicom's emphasis on preventive health, aesthetics, and enhancing physical performance aligns with the increasing demand in Guatemala for comprehensive, affordable solutions that deliver visible results. This unique blend of accessibility, expertise, and responsiveness to consumer needs supports its success in Guatemala. Other direct seller Omnilife Guatemala SA les in second position and it also registers the highest value growth among the top ten companies.
Channel developments
Direct selling continues to lead distribution in Guatemala in 2025, accounting for over a quarter of value share. It also registers the highest value growth, continuing to benefit from its personalised approach, with trust built through consultant recommendations. This is further supported by competitive pricing, family-sized presentations, and loyalty programmes that encourage repeat purchases. Beyond its commercial reach, the channel also plays a vital socioeconomic role in Guatemala, a country with high levels of job informality. Direct selling offers a path to self-employment and income generation, particularly for women and younger adults seeking flexible work options. Its low entry barriers, community driven approach, and geographic flexibility also enable access to underserved areas.
What next for consumer health?
With the economic outlook uncertain, in particular due to growing concerns about the impact of the migration clampdown in the US on remittances, consumers will likely be price sensitive over the forecast period, and competitive pricing could be an increasing factor in sales. This price sensitivity will continue to support value sales for generics, which are particularly important in analgesics, but also prevalent in cough and cold (hay fever) remedies, vitamins, dietary supplements and digestive remedies.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in Guatemala with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Analgesics
- Cough, Cold and Allergy Remedies
- Digestive Remedies
- Dermatologicals
- NRT Smoking Cessation Aids
- Sleep Aids
- Eye Care
- Wound Care
- Vitamins
- Dietary Supplements
- Weight Management
- Sports Nutrition
- Herbal/Traditional Products
- Paediatric Consumer Health
If you're in the Consumer Health industry in Guatemala, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Health in Guatemala report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Health in Guatemala?
- Which are the leading brands in Consumer Health in Guatemala?
- How are products distributed in Consumer Health in Guatemala?
- How has the regulatory and operating environment for Consumer Health changed in Guatemala?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Consumer Health
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Consumer Health in Guatemala
Consumer Health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for consumer health?
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
Analgesics in Guatemala
KEY DATA FINDINGS
Acetaminophen benefits from dengue outbreaks
Bayer continues to lead, but loses value share
Small local grocers dominate distribution
Generics and topical analgesics with a natural positioning drive growth
Guatemala strengthens its role as a regional hub for generic pharma innovation and distribution
Increasing focus on a greener approach
Cough, Cold and Allergy (Hay Fever) Remedies in Guatemala
KEY DATA FINDINGS
Continuing healthy value sales in 2025
Barazilian company Eurofarma gains most share, due to its affordability
Pharmacies dominate distribution
Increasing demand for combination products
Herbal/traditional cough, cold and allergy remedies to remain popular
Increasing focus on a greener approach
Dermatologicals in Guatemala
KEY DATA FINDINGS
Healthy value growth, partly due to continuing price rises
Mexixan player Genomma Lab goes from strength to strength
Pharmacies continue to dominate distribution
Muted constant value growth over forecast period
Guatemala strengthens its role as a regional hub for generic pharma innovation and distribution
Consumers seek out more natural ingredients in dermatologicals
Digestive Remedies in Guatemala
KEY DATA FINDINGS
Price rises boosts value growth
Bayer holds on to top spot due to popularity of Alka-Seltzer
Small local grocers dominate distribution
Steady growth over forecast period
E-commerce registers healthy value growth
Increasing focus on a greener approach
Wound Care in Guatemala
KEY DATA FINDINGS
Slight fall in volume sales in 2025
Beiersdorf’s Hansaplast continues to have strong lead
Pharmacies remains the principal distribution channel for wound care
Minimal constant value and volume growth over forecast period
Possible growth in private label
Increasing offerings targeted at children
Sports Nutrition in Guatemala
KEY DATA FINDINGS
Best performing consumer health product in 2025
Omnilife continues to dominate
Direct selling holds near monopoly
Lower growth over forecast period
High prices continue to dampen value sales
Increasing scrutiny of ingredients
Dietary Supplements in Guatemala
KEY DATA FINDINGS
Healthy value growth in 2025
Omnilife leads, though Megalabs gians most value share, as it targets health and beauty
Direct selling continues to lead, while e-commerce makes gains
Steady constant value growth over forecast period
Focus on widening distribution
Local companies gain value share
Vitamins in Guatemala
KEY DATA FINDINGS
Healthy value growth, though volume growth more muted
Direct seller Herbalife continues to lead, though Megalabs gains most value share
Direct selling continues to lead, while e-commerce makes gains
Generics gain further value share over forecast period
Focus on alternative delivery formats
Increasing segmentation, as well as more focus on clean and natural offerings
Weight Management and Wellbeing in Guatemala
KEY DATA FINDINGS
Meal replacement gains the most value share
Direct seller Herbalife continues to lead, though Megalabs makes significant gains
Direct selling continues to dominate distribution
Muted constant value growth over forecast period
Further segmentation within supplement nutrition drinks
A more natural positioning in meal replacement
Herbal/Traditional Products in Guatemala
KEY DATA FINDINGS
Continuing healthy value growth
Direct seller Herbalife holds on to tight lead
Direct selling leads, with pharmacies also being a sizeable channel
Additional product offerings expected to emerge in this space
Cough and cold offerings continue to be popular
Natural positioning benefits herbal/traditional products
Paediatric Consumer Health in Guatemala
KEY DATA FINDINGS
Increasing prices dampen volume demand
Paracetemol best performer in analgesics
Small local grocers lead distribution
Growing focus on preventive health benefit vitamins and dietary supplements
Climate change influences paediatric consumer health
Players focus on increasing palatibility
The following categories and subcategories are included:
Consumer Health
-
- Adult Mouth Care
-
-
-
- Adult Acetaminophen
- Adult Aspirin
- Adult Combination Products - Analgesics
- Adult Diclofenac
- Adult Dipyrone
- Adult Ibuprofen
- Adult Ketoprofen
- Adult Naproxen
- Adult OTC Triptans
-
- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
-
- Acetaminophen
- Aspirin
- Combination Products - Analgesics
- Diclofenac
- Dipyrone
- Ibuprofen
- Ketoprofen
- Naproxen
- OTC Triptans
-
- Topical Analgesics/Anaesthetic
-
- Sleep Aids
-
- Antihistamines/Allergy Remedies (Systemic)
-
- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
- Combination Products - Cough, Cold and Allergy (Hay Fever) Remedies
- Cough Remedies
-
- Nasal Sprays
- Oral Decongestants
- Inhalant Decongestants
- Decongestant Rubs
- Nasal Decongestant Drops
- Nasal Decongestant Plasters
- Medicated Confectionery
- Pharyngeal Preparations
-
- Medicated Shampoos
- Topical Antifungals
- Vaginal Antifungals
- Hair Loss Treatments
- Nappy (Diaper) Rash Treatments
- Antiparasitics/Lice (Head and Body) Treatments
- Antipruritics
- Cold Sore Treatments
- Haemorrhoid Treatments
- Paediatric Dermatologicals
- Topical Allergy Remedies/Antihistamines
- Topical Germicidals/Antiseptics
-
-
- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Diarrhoeal Remedies
- IBS Treatments
-
- Antacids
- Antiflatulents
- Digestive Enzymes
- H2 Blockers
- Proton Pump Inhibitors
- Laxatives
- Motion Sickness Remedies
-
- Emergency Contraception
-
- Allergy Eye Care
- Standard Eye Care
-
- NRT Gum
- NRT Inhalators
- NRT Lozenges
- NRT Patches
- Other NRT
-
- First Aid Kits
- Gauze, Tape and Other Wound Care
- Sticking Plasters/Adhesive Bandages
-
-
- Protein/Energy Bars
- Sports Protein Powder
- Sports Protein RTD
- Sports Non-Protein Products
-
-
-
- Combination Dietary Supplements
-
- Aloe
- Combination Herbal/Traditional Dietary Supplements
- Cranberry
- Echinacea
- Evening Primrose Oil
- Garlic
- Ginkgo Biloba
- Ginseng
- St John's Wort
- Other Herbal/Traditional Dietary Supplements
-
- Co-Enzyme Q10
- Combination Non-Herbal/Traditional Dietary Supplements
- Eye Health Supplements
- Fish Oils/Omega Fatty Acids
- Glucosamine
-
- Calcium Supplements
- Mineral Supplements
- Probiotic Supplements
- Protein Supplements
- Other Non-Herbal/Traditional Dietary Supplements
- Paediatric Vitamins and Dietary Supplements
- Tonics
-
- Multivitamins
-
- Vitamin A
- Vitamin B
- Vitamin C
- Vitamin D
- Vitamin E
- Other Single Vitamins
-
-
- Meal Replacement
- OTC Obesity
- Slimming Teas
- Supplement Nutrition Drinks
- Weight Loss Supplements
-
- Herbal/Traditional Topical Analgesics
- Herbal/Traditional Sleep Aids
- Herbal/Traditional Cough, Cold and Allergy (Hay Fever) Remedies
- Herbal/Traditional Digestive Remedies
- Herbal/Traditional Dermatologicals
- Herbal/Traditional Paediatric Dietary Supplements
- Herbal/Traditional Dietary Supplements
- Herbal/Traditional Tonics
-
- Allergy Eye Care
- Antihistamines/Allergy Remedies (Systemic)
- Paediatric Allergy Remedies
- Topical Allergy Remedies/Antihistamines
-
-
- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
-
- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
-
- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Paediatric Dermatologicals
- Nappy (Diaper) Rash Treatments
- Paediatric Vitamins and Dietary Supplements
-
Consumer Health
It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and Wellbeing
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Consumer Health research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!