PROSPECTS AND OPPORTUNITIES
Changing generational habits will continue to shape men’s grooming
Men’s grooming is expected to see steady growth in constant value terms (at 2024 prices) over the forecast period, underpinned by the adoption of more sophisticated personal care habits amongst Guatemalan men - especially younger generations. However, with over half of the population living below the poverty line, according to official estimates, much of this growing interest is likely to remain concentrated within mass-priced brands.
More sophisticated beard care rituals gather pace
A growing cultural acceptance of facial hair amongst Guatemalan men is fuelling demand for specialised beard care products, such as strengthening serums and styling creams. At the same time, the market has seen a notable rise in barbershop culture, with establishments often doubling as points of sale for emerging beard care lines.
Emerging focus on male intimate hygiene offers future growth potential
In other Latin American markets, brands are introducing specific solutions for male intimate care, a category which also has potential for growth in Guatemala. Gillette, for example, has developed its Intimate line which features specialised razors, shaving creams, and anti-chafe sticks formulated for pubic grooming.
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Overview:
Understand the latest market trends and future growth opportunities for the Men's Grooming 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.
If you're in the Men's Grooming 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 Men's Grooming 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 Men's Grooming in Guatemala?
- Which are the leading brands in Guatemala?
- How are products distributed in Guatemala?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Men's Grooming in Guatemala - Category analysis
KEY DATA FINDINGS
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
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
Beauty and Personal Care in Guatemala - Industry Overview
Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care ?
DISCLAIMER
The following categories and subcategories are included:
Men's Grooming
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
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- Premium Men's Deodorants
- Mass Men's Deodorants
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- Premium Men's Hair Care
- Mass Men's Hair Care
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- Premium Men's Skin Care
- Mass Men's Skin Care
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- Premium Men's Fragrances
- Mass Men's Fragrances
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
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 Men's Grooming research and analysis database.
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