Home care in 2024: The big picture
In 2024, Guatemala’s home care industry benefited from the local economy’s continued resilience with GDP expanding for the fourth consecutive year – and annual inflation rates recording their lowest increase since 2020. This stable economic environment had a favourable impact on consumer demand for home care products, driving growth both in volume and value.
2024 key trends
The pricing landscape for home care products in 2024 showed a more moderate trajectory compared to previous years. Price increases were modest, largely due to the stabilisation of raw material costs, which helped contain production expenses.
Competitive landscape
Industria La Popular remained the leading player of the overall home care industry in 2024, bolstered by its strong presence in key segments such as laundry detergents and hand dishwashing products. Over the review period, the company successfully expanded its market share through its well-established brands - Klimpiax and Zagaz in the hand dishwashing segment, and Ambar and Bex in laundry care.
Retailing developments
In 2024, small local grocers continued to dominate home care sales in Guatemala, with the channel’s outlets maintaining their appeal through competitive pricing and a focus on affordable brands. These retailers cater primarily to price-sensitive consumers, offering budget-friendly options that meet basic household needs.
What next for home care?
Looking ahead, the economic outlook remains positive, with expectations of continued GDP growth and low inflation rates over the forecast period. This favourable environment is set to support further expansion of the home care industry both in value and volume terms.
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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
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
DISCLAIMER
Air Care in Guatemala
KEY DATA FINDINGS
Positive growth in volume and value in 2024
SC Johnson leads while Reckitt restructures its portfolio
Henkel exits air care category
Electric air fresheners is likely to show the most dynamic growth
Private label will continue to expand
Modern grocery retailers set to maintain dominance
Bleach in Guatemala
KEY DATA FINDINGS
Prices fall, reversing review-period trend
Local companies lead value sales
Bleach faces strong competition with surface care products
Modern grocery retailers will gain ground
Rising competitive threat from surface care and toilet care
Private label will see further strong growth in the early forecast period
Dishwashing in Guatemala
KEY DATA FINDINGS
Slow shift seen towards liquid formats
Industria La Popular gains ground
Modern grocery retailers dominate sales of liquid hand dishwashing
Rising demand for dishwashers will boost automatic dishwashing
Henkel will suffer from continued limited presence thanks to strategic changes
Continued shift towards liquid hand dishwashing products
Home Insecticides in Guatemala
KEY DATA FINDINGS
Dengue fever boosts demand
SC Johnson continues to lead sales
Strong expansion of electric insecticides
Spray/aerosol insecticides will continue to lead sales
Multinationals to see rising competition from smaller players during forecast period
Mosquito-borne diseases to boost demand
Laundry Care in Guatemala
KEY DATA FINDINGS
Lower prices boost demand for laundry care products in 2024
Henkel threatens La Popular’s leadership
Liquid detergents gains ground over powder options
Private label set to gain value share over the forecast period
Bar detergents will continue to lead
Small local grocers anticipated to face greater challenges
Polishes in Guatemala
KEY DATA FINDINGS
Modest growth driven by consumers with high purchasing power
Local brands lead sales with solid position in shoe polish
Low penetration in small local grocers
Polishes threatened by surface care options
Retailers are not interested in developing private label options
Lack of innovation limits expansion
Surface Care in Guatemala
KEY DATA FINDINGS
Prices see a modest increase
Colgate-Palmolive accounts for nearly half of total surface care value sales
Poor performance for all purpose cleaning wipes
Unilever’s Xedex brand set to gain share
Category will beneift as more consumers migrate from bleach to surface care products
Private label to enjoy further development
Toilet Care in Guatemala
KEY DATA FINDINGS
Prices of toilet care products decline
No space for local players
Low presence of private label options
Wider range of products expected for toilet care in forecast period
Toilet liquids/foam will continue to lead sales
Wider distribution set to boost sales
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.
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This report originates from Passport, our Home Care research and analysis database.
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