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Laundry Care Drives Home Care Sales with Strong Demand
Home care in Guatemala is characterised by growth, driven by increasing demand for effective and affordable products, a rising middle class, and urbanisation. In 2025, the industry recorded 5% retail current value growth to reach a retail value of GTQ4.2 billion, with laundry care being the largest contributor to sales. Growth is expected to continue in the forecast period, with a CAGR?of 7%. With a growing middle class and rising urban population, consumers are expected to become more discerning, driving demand for high-quality and specialised products. To succeed, brands must focus on premiumisation, health and wellness, and leveraging e-commerce growth.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care 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:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care 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 Home Care 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 Home Care in Guatemala?
- Which are the leading brands in Home Care in Guatemala?
- How are products distributed in Home Care in Guatemala?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in Guatemala
Laundry Care Drives Home Care Sales with Strong Demand
KEY DATA INSIGHTS
Chart 1 Key Industry Trends for Home Care
Laundry Care Drives Home Care Sales with Strong Demand
Fab Luxury Boosts Premium Laundry Care with New Launches
Chart 2 Local Brand Fab Introduces Luxury Variant
Health and Wellness Trend Drives Innovation in Home Care
Chart 3 Arm & Hammer Introduces a Formula for Sensitive Skin
Manufacturers Use Fragrance to Attract Consumers
Chart 4 Axion Launches Grapefruit Scent
Chart 5 Volume Sales in Home Care 2020-2030
Chart 6 Value Sales in Home Care by Category 2025
Continued Growth, with Fragrances and Premiumisation Likely to Remain Important
Chart 7 Analyst Insight for Home Care
Laundry Care Will Still Dominate, but Toilet Care Set to Gain Traction
Health Trend to Shape the Future, While Sustainability Will Be Valued If the Price Is Right
Chart 8 Forecast Value Sales in Home Care 2020-2030
Chart 9 Forecast Value Sales in Home Care by Category 2025-2030
Industria La Popular Strengthens Lead with a Diverse Portfolio
Reckitt Benckiser's Divestment to Reshape the Competitive Landscape
Opportunities for Growth through Premiumisation and Health-Focused Products
Chart 10 Company Shares in Home Care 2025
Chart 11 Brand Shares in Home Care 2025
Small Local Grocers Dominates Sales through Widespread Availability
E-Commerce Gains Traction among Young, High-Income Consumers
Chart 12 Retail Channels for Home Care 2020-2025
Chart 13 Economic Context for Home Care
Chart 14 Real GDP Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Home Care
Chart 17 Population 2020-2030
Chart 18 Consumer Expenditure 2020-2030
Chart 19 Population by Generation 2025
Air Care in Guatemala
KEY DATA INSIGHTS
Rising Disposable Incomes and Remittances Fuel Demand for Air Care Products
Chart 20 Key Industry Trends for Air Care
Rising Disposable Incomes and Remittances Fuel Demand for Air Care Products
Premiumisation Impacts Air Care with Electric Products and Special Editions
Chart 21 Glade Pino Encantado Is a Seasonal Product, Priced above Competitor Items
Mood-Boosting Ingredients Drive Innovation and Growth
Chart 22 Glade Auto Sport Evokes the Feeling of a New Car
Chart 23 Value Sales of Air Care 2020-2030
Chart 24 Volume Sales of Air Care 2020-2030
Chart 25 Value Sales of Air Care by Category 2025
Rising Demand for Premium and Natural Air Care Products as Incomes Rise
Chart 26 Analyst Insight for Air Care
Spray/Aerosol Air Fresheners to Remain Dominant but Electric Air Fresheners to Grow the Fastest
Private Label Products Anticipated to Gain Ground
Chart 27 Forecast Value Sales of Air Care 2020-2030
Chart 28 Forecast Value Sales of Air Care by Category 2025-2030
Sc Johnson Strengthens Its Lead with Familiarity and Diverse Offerings
Private Label Products Are Losing Their Stigma and Seeing Growth
Chart 29 Great Value Aerosol Air Fresheners Continue to Provide Price Competition to Well Known Brands
Chart 30 Company Shares of Air Care 2025
Chart 31 Brand Shares of Air Care 2025
Supermarkets Leads Air Care Distribution through Convenience and Promotions
Retail E-Commerce Grows Rapidly From a Low Base, Driven by Convenience and Online Deals
Chart 32 Retail Channels for Air Care 2020-2025
Chart 33 Economic Context for Air Care
Chart 34 Real GDP Growth 2020-2030
Chart 35 Inflation 2020-2030
Chart 36 Consumer Context for Air Care
Chart 37 Population 2020-2030
Chart 38 Consumer Expenditure 2020-2030
Chart 39 Population by Generation 2025
Bleach in Guatemala
KEY DATA INSIGHTS
Stable Economic Environment Supports Bleach Sales
Chart 40 Key Industry Trends for Bleach
Stable Economic Environment Supports Bleach Sales
Chart 41 Procter & Gamble (P&G), Offers Magia Blanca Brand in Gel Form
Grupo Pdc Drives Innovation with Magia Blanca Gel
Chart 42 Value Sales of Bleach 2020-2030
Chart 43 Volume Sales of Bleach 2020-2030
Continued Growth, with Companies Needing to Target Both Ends of the Market
Private Label Products Set to Gain Traction among Budget-Conscious Consumers
Rising Demand for Fragranced Products, but Harsh Nature of Bleach Will Hamper Growth
Chart 44 Forecast Value Sales of Bleach 2020-2030
Grupo Pdc Strengthens Its Lead Thanks to a Growing Brand Reputation
Chart 45 Company Shares of Bleach 2025
Chart 46 Brand Shares of Bleach 2025
Small Local Grocers Dominates Bleach Due to a Wide Reach
Retail E-Commerce Gains Traction with Rising Internet Penetration
Chart 47 Retail Channels for Bleach 2020-2025
Chart 48 Economic Context for Bleach
Chart 49 Real GDP Growth 2020-2030
Chart 50 Inflation 2020-2030
Chart 51 Consumer Context for Bleach
Chart 52 Population 2020-2030
Chart 53 Consumer Expenditure 2020-2030
Chart 54 Population by Generation 2025
Dishwashing in Guatemala
KEY DATA INSIGHTS
Rising Disposable Income Drives Solid Growth for Hand Dishwashing, Particularly Pastes
Chart 55 Key Industry Trends for Dishwashing
Rising Disposable Income Drives Solid Growth for Hand Dishwashing, Particularly Pastes
Chart 56 Explosión Cítrica Expert Zagaz Was Launched in Guatemala in August 2022 but Remains Relevant
Evolving Product Formats in Dishwashing
Health and Wellness Drives Demand for Gentle yet Effective Products
Chart 57 In Guatemala, Axion Agua De Rosas Is Available in Two Main Formats: a Liquid Soap and a Paste
Chart 58 Value Sales of Dishwashing 2020-2030
Chart 59 Volume Sales of Dishwashing 2020-2030
Chart 60 Value Sales of Dishwashing by Category 2025
Growth Expected to Continue, with Consumers Demanding Sustainability
Chart 61 Analyst Insight for Dishwashing
Hand Dishwashing Will Remain Dominant, but Automatic Dishwashing Set to Grow
Other Key Trends Shaping the Future of Dishwashing
Chart 62 Forecast Value Sales of Dishwashing 2020-2030
Chart 63 Forecast Value Sales of Dishwashing by Category 2025-2030
Leading Companies Maintain Their Dominance through Innovation
Increasing Innovation in Products Containing Mood-Boosting Ingredients
Chart 64 Zagaz Launches Zagaz Naturals Mint Eucaliptus in July 2025
Chart 65 Company Shares of Dishwashing 2025
Chart 66 Brand Shares of Dishwashing 2025
Small Local Grocers Dominates through Accessibility
Online Shopping Gains Traction among Urban Consumers
Chart 67 Retail Channels for Dishwashing 2020-2025
Chart 68 Economic Context for Dishwashing
Chart 69 Real GDP Growth 2020-2030
Chart 70 Inflation 2020-2030
Chart 71 Consumer Context for Dishwashing
Chart 72 Population 2020-2030
Chart 73 Consumer Expenditure 2020-2030
Chart 74 Population by Generation 2025
Home Insecticides in Guatemala
KEY DATA INSIGHTS
Spray/Aerosol Insecticides Dominates as a Quick, Effective, Affordable Solution
Chart 75 Key Industry Trends for Home Insecticides
Spray/Aerosol Insecticides Dominates as a Quick, Effective, Affordable Solution
Chart 76 Raid Max Mata Cucarachas E Insectos Rastreros Protects Kitchens
Effective Pest Control Solutions Drive Consumer Preference
Multifunctional Products Favoured for Comprehensive Pest Control
Chart 77 Raid Max Offers a Multi-Insect Killing Power and Lavender Scent
Chart 78 Value Sales of Home Insecticides 2020-2030
Chart 79 Volume Sales of Home Insecticides 2020-2030
Chart 80 Value Sales of Home Insecticides by Category 2025
Consumers Will Demand Effective, Multifunctional Pest Control Solutions
Electric Insecticides and Baits to Gain Traction
Safe and Effective Solutions to Shape the Future
Chart 81 Forecast Value Sales of Home Insecticides 2020-2030
Chart 82 Forecast Value Sales of Home Insecticides by Category 2025-2030
SC Johnson Dominates Thanks to a Strong Brand Portfolio
Chart 83 Brand Shares of Home Insecticides 2025
Small Local Grocers Leads Sales, Although Retail E-Commerce Grows
Chart 84 Retail Channels for Home Insecticides 2020-2025
Chart 85 Economic Context for Home Insecticides
Chart 86 Real GDP Growth 2020-2030
Chart 87 Inflation 2020-2030
Chart 88 Consumer Context for Home Insecticides
Chart 89 Population 2020-2030
Chart 90 Consumer Expenditure 2020-2030
Chart 91 Population by Generation 2025
Laundry Care in Guatemala
KEY DATA INSIGHTS
Remittances and Price Sensitivity Drive Laundry Care Dynamics
Chart 92 Key Industry Trends for Laundry Care
Remittances and Price Sensitivity Drive Laundry Care Dynamics
Laundry Detergents Dominates, with Product Formats Evolving
Laundry Care Increasingly Impacted by the Health and Wellness Trend
Chart 93 Rendidor Offers Rendidor Bebe, a Dedícate Formula for Babies
Multifunctionality Shapes Laundry Care
Chart3 Offers Multiusos Detergent in a Powdered Format
Chart 94 Value Sales of Laundry Care 2020-2030
Chart 95 Volume Sales of Laundry Care 2020-2030
Chart 96 Value Sales of Laundry Care by Category 2025
Consumers Will Continue to Prioritise Affordability and Multifunctionality
Chart 97 Analyst Insight for Laundry Care
Laundry Detergents Will Continue to Lead, with Growth Driven by Liquid Detergents
Sustainability and Private Label to Impact Growth, and Changes Expected in Distribution
Chart 98 Forecast Value Sales of Laundry Care 2020-2030
Chart 99 Forecast Value Sales of Laundry Care by Category 2025-2030
Industria La Popular Extends Its Lead through Innovation
Rising Share for Private Label as New Formats Attract Consumers
Chart 100 Member´S Selection Introduces Premium Laundry Detergent Pacs in Guatemala
Chart 101 Company Shares of Laundry Care 2025
Chart 102 Brand Shares of Laundry Care 2025
Small Local Grocers Leads Distribution, with a Rising Presence of Warehouse Clubs
Warehouse Clubs Drive Growth with Bulk Buying and Convenience
Chart 103 Retail Channels for Laundry Care 2020-2025
Chart 104 Economic Context for Laundry Care
Chart 105 Real GDP Growth 2020-2030
Chart 106 Inflation 2020-2030
Chart 107 Consumer Context for Laundry Care
Chart 108 Population 2020-2030
Chart 109 Consumer Expenditure 2020-2030
Chart 110 Population by Generation 2025
Polishes in Guatemala
KEY DATA INSIGHTS
Rising Disposable Income and Urbanisation Fuel Demand for Polishes
Chart 111 Key Industry Trends for Polishes
Rising Disposable Income and Urbanisation Fuel Demand for Polishes
Shoe Polish Dominates and Sees Enduring Popularity
Chart 112 Pledge Special Wood Care with Orange Scent Is an Aerosol Polish Manufactured by Sc Johnson
Multifunctionality Drives Innovation and Sales in Polishes
Chart 113 Value Sales of Polishes 2020-2030
Chart 114 Volume Sales of Polishes 2020-2030
Chart 115 Value Sales of Polishes by Category 2025
Consumers Will Drive Demand for Sustainable and Multifunctional Polishes
Shoe Polish to Remain Dominant, Furniture Polish Expected to Show Promise
Innovation and Sustainability to Shape Future of Polishes
Chart 116 Forecast Value Sales of Polishes 2020-2030
Chart 117 Forecast Value Sales of Polishes by Category 2025-2030
Pricasa Maintains Its Lead with Affordability and Accessibility
Potential for Changes in the Competitive Dynamics
Chart 118 Company Shares of Polishes 2025
Chart 119 Brand Shares of Polishes 2025
Supermarkets Retains Its Lead as Retail E-Commerce Grows Rapidly
Despite Growth for Retail E-Commerce, Its Share Remains Negligible
Chart 120 Retail Channels for Polishes 2020-2025
Chart 121 Economic Context for Polishes
Chart 122 Real GDP Growth 2020-2030
Chart 123 Inflation 2020-2030
Chart 124 Consumer Context for Polishes
Chart 125 Population 2020-2030
Chart 126 Consumer Expenditure 2020-2030
Chart 127 Population by Generation 2025
Surface Care in Guatemala
KEY DATA INSIGHTS
Growth Driven by Rising Incomes and Demand for Premium Products
Chart 128 Key Industry Trends for Surface Care
Growth Driven by Rising Incomes and Demand for Premium Products
Chart 129 Mr Músculo Offers Different Formats for It Surface Care Products Such as Mr. Musculo Platinum
Mood-Boosting Ingredients and Health and Wellness Dominate Trends
Chart 130 Fabuloso Launches Desinfectante with Rose and Lychee Scent, Called Sensaciones
Health and Wellness Trend Drives Innovation
Chart 131 Magia Blanca Introduces Disinfectant That Serves as Mosquito Repellent
Chart 132 Value Sales of Surface Care 2020-2030
Chart 133 Volume Sales of Surface Care 2020-2030
Chart 134 Value Sales of Surface Care by Category 2025
Rising Demand for Specialised Products, but Affordability Will Remain Important
Home Care Disinfectants Will Remain Dominant, and Private Label Set to Gain Share
Health and Wellness Trends Likely to Shape Innovation
Chart 135 Forecast Value Sales of Surface Care 2020-2030
Chart 136 Forecast Value Sales of Surface Care by Category 2025-2030
Colgate-Palmolive Maintains Its Lead with a Strong Brand Portfolio
Opportunity for Brands to Launch New Products and Impact the Competitive Landscape
Chart 137 Company Shares of Surface Care 2025
Chart 138 Brand Shares of Surface Care 2025
Supermarkets Leads Sales Thanks to Established Presence and Promotions
Retail E-Commerce Grows Rapidly Driven by Convenience and Technology
Chart 139 Retail Channels for Surface Care 2020-2025
Chart 140 Economic Context for Surface Care
Chart 141 Real GDP Growth 2020-2030
Chart 142 Inflation 2020-2030
Chart 143 Consumer Context for Surface Care
Chart 144 Population 2020-2030
Chart 145 Consumer Expenditure 2020-2030
Chart 146 Population by Generation 2025
Toilet Care in Guatemala
KEY DATA INSIGHTS
Rising Incomes, Remittances, and Hygiene Concerns Drive Growth for Toilet Care
Chart 147 Key Industry Trends for Toilet Care
Rising Incomes, Remittances, and Hygiene Concerns Drive Growth for Toilet Care
Mood-Boosting Ingredients Gain Traction among Consumers
Chart 148 Pato Tiras Activas Sunny SummerVibes
Toilet Liquids/Foam Dominates Sales with Convenience, but Product Formats Are Evolving
Chart 149 Harpic Power Ultra Todo En 1 Has Been Available for Some Time, but Continues to Be Relevant Due to I
Chart 150 Value Sales of Toilet Care 2020-2030
Chart 151 Volume Sales of Toilet Care 2020-2030
Chart 152 Value Sales of Toilet Care by Category 2025
Premium Formats to Gain Traction among Guatemalan Urban Middle Class
Toilet Liquids/Foam Expected to Maintain Dominance
Businesses Will Need to Adapt to Changing Consumer Purchasing Preferences
Chart 153 Forecast Value Sales of Toilet Care 2020-2030
Chart 154 Forecast Value Sales of Toilet Care by Category 2025-2030
Sc Johnson Dominates and Sees a Growing Share
Chart 155 Company Shares of Toilet Care 2025
Chart 156 Brand Shares of Toilet Care 2025
Small Local Grocers Leads Toilet Care Sales Due to a Widespread Presence
Chart 157 Retail Channels for Toilet Care 2020-2025
Chart 158 Economic Context for Toilet Care
Chart 159 Real GDP Growth 2020-2030
Chart 160 Inflation 2020-2030
Chart 161 Consumer Context for Toilet Care
Chart 162 Population 2020-2030
Chart 163 Consumer Expenditure 2020-2030
Chart 164 Population by Generation 2025
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
See all of our definitions
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This report originates from Passport, our Home Care research and analysis database.
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