COMPETITIVE LANDSCAPE
Colgate-Palmolive Maintains Its Lead with a Strong Brand Portfolio
In 2025, Colgate-Palmolive Centroamerica SA led surface care in Guatemala with a 44% value share, followed by Alfredo Herbruger Jr & Co Ltda with 9% and Wal-Mart Centroamérica SA with 8%. The top three companies collectively held a 61% value share, indicating a high level of concentration.
Opportunity for Brands to Launch New Products and Impact the Competitive Landscape
The competitive landscape is relatively stable, with companies focusing on organic growth and brand development. However, opportunities for growth remain, including the potential for companies to innovate and capture share through new product launches and effective marketing strategies.
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Overview:
Understand the latest market trends and future growth opportunities for the Surface 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.
If you're in the Surface 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 Surface 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 Surface Care in Guatemala?
- Which are the leading brands in Surface Care in Guatemala?
- How are products distributed in Surface 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 Surface Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Surface Care in Guatemala - Category analysis
KEY DATA INSIGHTS
Growth Driven by Rising Incomes and Demand for Premium Products
Growth Driven by Rising Incomes and Demand for Premium Products
Mood-Boosting Ingredients and Health and Wellness Dominate Trends
Health and Wellness Trend Drives Innovation
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
Colgate-Palmolive Maintains Its Lead with a Strong Brand Portfolio
Opportunity for Brands to Launch New Products and Impact the Competitive Landscape
Supermarkets Leads Sales Thanks to Established Presence and Promotions
Retail E-Commerce Grows Rapidly Driven by Convenience and Technology
Home Care in Guatemala - Industry Overview
Laundry Care Drives Home Care Sales with Strong Demand
KEY DATA INSIGHTS
Laundry Care Drives Home Care Sales with Strong Demand
Fab Luxury Boosts Premium Laundry Care with New Launches
Health and Wellness Trend Drives Innovation in Home Care
Manufacturers Use Fragrance to Attract Consumers
Continued Growth, with Fragrances and Premiumisation Likely to Remain Important
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
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
Small Local Grocers Dominates Sales through Widespread Availability
E-Commerce Gains Traction among Young, High-Income Consumers
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Surface Care
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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
Surface Care
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.
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 Surface Care research and analysis database.
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