Nappies/diapers/pants in Guatemala continued to show positive retail volume growth in 2025, reaching 579 million unit. Retail value, in current terms, rose 5% to GTQ618 million, outpacing the modest volume increase, as parents displayed a willingness to pay for enhanced features and premium positioning. This growth occurred against a backdrop of a declining birth rate, with the population aged 0-4 falling to 1.7 million in 2025, yet the overall demand for disposable nappies and pants remained su

Wipes in Guatemala demonstrated steady value growth in 2025, with retail sales reaching GTQ84 million, an increase of 3% over the previous year, despite a backdrop of global and regional uncertainty. This performance was underpinned by the country’s robust economic expansion, with real GDP growth of 4% and inflation moderating to 2%, providing households with greater disposable income and boosting consumer confidence. The increasing size of the middle class and a population that reached 19 milli

Tissue and hygiene in Guatemala in 2025 demonstrated stable expansion, underpinned by the country’s steady economic growth, rising consumer expenditure, and population increase. The environment is increasingly attractive for both established and new entrants, as the balance of moderate inflation at 2%, expanding middle-class, and gradual shift in consumer preferences support ongoing volume and value gains, even as growth rates soften from previous highs. Key drivers include pronounced innovation

In 2025, away-from-home tissue and hygiene in Guatemala reached GTQ248 million, up 6% compared to the previous year. This positive performance occurred within the context of moderating inflation and an increase in foreign tourism, which expanded demand in key institutional channels such as restaurants and hotels. Notably, the number of non-resident tourists rose, according to national tourism data, directly benefiting consumption of tissue products like napkins, paper towels, and toilet paper in

Retail tissue in 2025 continued to expand in Guatemala, with retail volume reaching 84,061 tonnes, up 2% from the previous year, and retail sales value rising to GTQ3,762 million, a 2% increase. This performance reflects steady growth, although it is slower compared to previous years, and it aligns with the ongoing economic expansion and deceleration of inflation, which reached 2% in 2025. As disposable incomes rose, with consumer expenditure in current terms at GTQ809,561 million in 2025, deman

Menstrual care in Guatemala experienced a strong performance in 2025, with retail value reaching GTQ585 million, representing a 5% increase compared to 2024. The year was characterised by an expanding middle class, ongoing economic growth (real GDP growth at 4%), and a moderation of inflation (2%), which together improved disposable income and sustained demand for these products. Menstrual care innovation was primarily driven by the rising demand for premium products that offer enhanced comfort,

Retail adult incontinence in 2025 showed robust performance, outpacing previous years in both volume and value. Retail volume reached 14 million units, posting a 3% year-on-year growth, while value climbed to GTQ127 million, up 6%. This performance is underpinned by Guatemala’s economic expansion, with GDP growth at 4% and inflation moderating to 2%, which collectively increases disposable income and supports higher demand for incontinence products. Compared to regional trends, the Guatemalan ma

In 2025, polishes in Guatemala experienced a growth rate of 4% in retail current value terms, reaching GTQ50.0 million. This growth was driven by a dual economic reality: continued price sensitivity among a large portion of the population, coexisting with rising disposable income among the growing urban middle class. The median disposable income per household in Guatemala was GTQ139,990 in 2025, indicating a steady increase in purchasing power. In addition, the urban population in Guatemala stoo

In 2025, surface care in Guatemala experienced 3% retail current value growth to reach GTQ391 million. A large proportion of the population has lower incomes, so there remains strong demand for low-cost and value for money products, as well as smaller sizes. However, growth can also be attributed to the increasing demand for premium and specialised products, particularly among the rising middle and higher-income segments in urban areas. With the urban population rising to 10.4 million in 2025, t

In 2025, laundry care in Guatemala experienced growth 4%?retail current value growth to reach GTQ2,669 million, with volume sales seeing a similar rise, driven by remittances and consumer price sensitivity. Remittances to Guatemala are expected to surpass USD24.5 billion in 2025, a 14% increase over 2024, providing a critical lifeline for millions of families and influencing consumer spending power. The first nine months of 2025 alone saw Guatemalan remittances rise by 20% from the previous year

In 2025, toilet care in Guatemala experienced retail current value growth of 6%, with retail volumes also seeing a similar dynamic increase. Growth was supported by a heightened consumer focus on hygiene and sanitation, as well as economic factors. The median disposable income per household in Guatemala continued to rise in 2025, indicating a steady increase from previous years, enabling consumers to spend on toilet care products. In addition, growth in remittances, which are expected to surpass

Bleach in Guatemala reached retail volumes of 30.8 million litres in 2025, representing a growth rate of 4%. Retail value sales reached GTQ230 million, showing a growth rate of 5%. The relatively stable economic environment, with inflation of 2%, and growing remittances, which are expected to see a 14% increase over 2024, are contributing to the category's strong performance. The growth in the median disposable income per household, to reach GTQ139,990 in 2025, also supported growth for bleach,

Air care in Guatemala experienced dynamic 5% retail current value growth in 2025, reaching GTQ166 million. This increase was driven by rising disposable incomes, and greater awareness of the benefits of clean indoor air among consumers. Remittances also played a significant role, with a 20% increase in the first nine months of 2025 compared to the previous year. The growing urban population, reaching 10.4 million in 2025, also contributed to growth, due to the expanding urban middle class in maj

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 discerni

In 2025, home insecticides in Guatemala experienced 6% retail current value growth to reach GTQ254 million. This was driven by a heightened consumer focus on pest-borne diseases like dengue, Zika, and chikungunya, driven by ongoing public health campaigns and the country's tropical climate, which maintains consistent demand. Growth is attributed to the increasing demand for effective pest control measures, particularly in urban areas, where population density is high, creating favourable conditi

In 2025, dishwashing in Guatemala experienced significant retail current value growth of 6%, to reach GTQ335 million, with retail volume sales also seeing a significant rise. Guatemala's economic context, with solid GDP growth, a significant increase in remittances, and a rising median disposable income per household, has contributed to the resilience of dishwashing. Remittances are expected to surpass USD24.5 billion in 2025, a 14% increase from 2024, providing a critical lifeline for many fami

RTD tea is steadily gaining appeal amongst younger consumers seeking lighter, health-oriented alternatives to carbonates and juice. Reduced-sugar and herbal variants are gaining traction, while exotic flavours and functional teas offer opportunities for further expansion. Lipton leads the category, leveraging wellness positioning, experiential campaigns, and digital engagement to connect with Gen Z and Millennials. Small local grocers remains the main distribution channel, while discounters are

Concentrates in Guatemala are losing appeal amongst younger consumers. Their main advantage is their affordability, although they are viewed as less convenient and practical than ready-to-drink options. In powder concentrates, some players are attempting to drive consumer interest by emphasising the functional attributes of their products. Discounters, with their competitive pricing and broader assortments, are gradually gaining relevance alongside small local grocers, enhancing access for price

Demand for soft drinks in Guatemala is driven by affordability, impulse purchases, and the need to stay hydrated in a hot climate. Carbonates continue to be widely consumed and culturally familiar, while bottled water is essential due to limited public water quality. Health and wellness trends are shaping preferences, with functional sports drinks, RTD tea, and energy drinks gaining traction. At the same time, younger consumers are increasingly seek experiential flavours, herbal benefits, and di

Carbonates remains the largest soft drink category in Guatemala. Demand is being impacted by affordability, impulse purchases, and a preference for varied pack sizes, from single-serve to family formats. Regular cola carbonates is the main driver of growth, supported by a loyal consumer base. Small local grocers remain vital for distribution, while discounters and convenience stores are enhancing accessibility. Digital campaigns and personalised packaging are helping to engage younger consumers,

Bottled water is an essential beverage in Guatemala due to limited access to safe public water and concerns over pollution. Carbonated purified variants appeal to health-conscious consumers, while premium and flavoured lines target younger, higher-income segments. Small local grocers provide convenient access through affordable single-serve sachets and bottles, while convenience stores offer chilled options for impulse consumption. E-commerce meanwhile, remains niche, mainly used for larger, bul

Demand for RTD coffee in Guatemala is limited by high prices due to imports, and widespread preference for freshly brewed beverages. Sweetened lattes and cappuccinos dominate, while sugar-free options have limited availability. Growth opportunities exist through functional innovations, higher-quality cold brews, and specialised formats targeting on-the-go and health-conscious consumers. RTD tea is sold primarily through supermarkets, while forecourt retailers is emerging as a key impulse channel

Energy drinks in Guatemala serve two purposes: providing functional energy for physically demanding work schedules and offering an indulgent and sensory experience. Regular sugar-containing variants remain dominant, as these beverages are valued for their rapid energy boost, rather than any health benefits. Affordable brands like Raptor have helped to democratise access to energy drinks, making them available to a wider range of consumers across different income levels. Small local grocers are k

Juice consumption in Guatemala is influenced by changing health perceptions, with many consumers viewing these products as high in sugar. Children remain a key target, while for adults, juice tends to be an occasional beverage, consumed mainly in the morning. Coconut water and other plant-based waters, however, are gaining traction, due to their perceived wellness benefits. While convenience stores and small local grocers are improving accessibility through single-serve and family-sized formats,