Now Available: Skin Care in Guatemala

In 2013, skin care recorded 8% current value growth to reach GTQ466 million. General purpose body care still accounted for the largest proportion (36% value share) of sales in 2013. Consumers favour fragrance, good hydration but also price when choosing their products. In this regard, competition has become tougher, especially with the increased prevalence of economy options. These brands are evolving into more-sophisticated options that not only compete based on price but also increasingly offer specific benefits to consumers. In 2013, BDF Centroamerica implemented changes to the packaging of its brand Nivea Soft Milk. The new packaging was heavily supported by mass-media advertising, thus increasing awareness of the category.

Competitive Landscape

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With a 24% value share, Productos Avon de Guatemala led sales of skin care in Guatemala in 2013, followed by multinational BDF Centroamerica with a 20% share. Both companies achieved strong positions due to wide product portfolios that enable them to have presence in several areas. Their brands also enjoy strong recognition among consumers with a perception of good quality at competitive prices.

Industry Prospects

Over the forecast period, sales of skin care are set to grow at a CAGR of 4% at constant 2013 prices, reaching GTQ583 million in 2018. Accounting for a 36% value share of skin care in 2013, general purpose body care is expected to continue as the prevalent product type over the forecast period. This is the most basic type of product, which appeals to a large consumer base, as opposed to more specific options such as hand or facial care. As these products become more widely regarded as daily use items, per capita sales of most product types are expected to increase over the forecast period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Skin Care industry in Guatemala with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Skin Care industry in Guatemala, our research will save you time and money while empowering you to make informed, profitable decisions.

The Skin Care in Guatemala market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

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