Bath and shower products are projected to maintain moderate volume growth in Guatemala over the forecast period. However, the category is expected to decline in constant value terms (at 2024 prices), reflecting increased price competition - particularly from private label encroachment - and a high penetration rate across all socioeconomic groups, especially in staple products like bar soaps.
Demand for bath and shower products which cater to specific needs is growing, particularly within the female population. As part of a broader trend towards comprehensive self-care, younger demographics are incorporating intimate washes into their daily hygiene routines.
The Guatemalan market presents significant opportunities for emerging brands that focus on personalised and exclusive beauty solutions. Local companies such as Nani Productos Artesanales are capitalising on this trend by offering custom-made soaps tailored to specific skin types, including sensitive, dry, oily, and acne-prone skin, as well as products designed for individuals with diabetes.
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Understand the latest market trends and future growth opportunities for the Bath and Shower 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 Bath and Shower 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.
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and body powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a giftset these products are excluded.
See all of our definitionsThis report originates from Passport, our Bath and Shower research and analysis database.
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