Tissue and hygiene in 2024: The big picture
Tissue and hygiene in Guatemala in 2024 registered moderate current value growth, though constant value growth fell marginally. Though inflation has eased, consumers were still highly price conscious and players continued to offer frequent discounts and promotions to support volume sales and this cut into profit margins.
2024 key trends
Toilet paper continued to account for most value sales within retail tissue and in 2024, it registered moderate volume growth, though constant value sales was unchanged. Though inflation eased in 2024, consumers continued to be price sensitive, after several years of price hikes, and as such players kept prices stable in spite of high costs.
Competitive landscape
The competitive landscape continued to be led by global player Kimberly-Clark Guatemala Ltda, which accounted for over a quarter of value share in 2024. Kimberly-Clark has increased penetration in small local grocers and this boosted volume sales.
Retail developments
Small local grocers continued to account for over half of value sales in 2024. The small local grocer often offers the lower priced brands and this appeals to price sensitive consumers.
What next for tissue and hygiene?
The outlook is generally positive over the forecast period, though consumers will continue to be price sensitive. As such players will continue to offer regular discounts and promotions.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene 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:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene 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 Tissue and Hygiene 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 Tissue and Hygiene in Guatemala?
- Which are the leading brands in Tissue and Hygiene in Guatemala?
- How are products distributed in Tissue and Hygiene 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 Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Guatemala
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
Away-From-Home Tissue and Hygiene in Guatemala
KEY DATA FINDINGS
Healthy value growth in away-from-home tissue, boosted by increasing tourism
Value growth for AFH adult incontinence, though value sales still low
Limited innovation, as players focus on profit margins
Continuing healthy growth for away-from-home tissue over forecast period
Kimberly-Clark commits to Guatemala
Degree of premiumisation over forecast period
Retail Adult Incontinence in Guatemala
KEY DATA FINDINGS
Positive volume growth
Innovation focuses on products designed for women
Hypermarkets account for over half of value sales
Healthy outlook over forecast period
Top players benefit from high brand loyalty
Pants format gains value share
Nappies/Diapers/Pants in Guatemala
KEY DATA FINDINGS
Profitability falls, as higher costs continue to impact
Smaller brands gaining value share, due to their competitive pricing
Discounters emerge as largest single channel
Positive outlook over forecast period
Global players look to gain value share
Brands balance innovation with affordability
Menstrual Care in Guatemala
KEY DATA FINDINGS
Pantyliners registers significant fall in volume sales
Global brands continue to dominate
Shifting dynamics in distribution
Positive growth over forecast period
Menstrual poverty still an issue
Continuing innovations in menstrual care
Wipes in Guatemala
KEY DATA FINDINGS
Healthy volume growth for wipes, with promotions driving sales
Huggies and Pampers continue to dominate
Frequent promotions support supermarket channel
Moderate growth expected in the forecast period
Local brand Pom Pom gains value share and Kimberly-Clark ups its game
Bundling used as strategy to gain share
Retail Tissue in Guatemala
KEY DATA FINDINGS
High costs hit profitability
Wal-Mart continues to gain value share
Small local grocers account for largest value share
Healthy performance over forecast period
Kimberly-Clark commits to Guatemala
Branded players fight to hold on to value share
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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-
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- Light Adult Incontinence
- Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels with Wings
- Standard Towels without Wings
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- Slim/Thin/Ultra-Thin Towels with Wings
- Slim/Thin/Ultra-Thin Towels without Wings
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- Menstrual Care Including Intimate Wipes
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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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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Retail Light Adult Incontinence
- Retail Moderate/Heavy Adult Incontinence
- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
-
- Pantyliners
- Tampons
-
-
- Standard Towels With Wings
- Standard Towels Without Wings
-
- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
-
- Menstrual Care Including Intimate Wipes
-
-
-
- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
-
-
- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
-
-
- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
-
- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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-
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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