Home care sales experienced conservative growth in 2024, as despite a fall in inflation, consumers remained cautious in their spending. El Salvador relies heavily on imports to meet domestic demand therefore rising global commodity prices were reflected in higher retail prices.
Sales growth of home care products in 2024 continued to show a conservative scenario in El Salvador. Although the prices of these products were generally more stable than in previous years and even dropped in some categories, consumer purchasing behaviour remained cautious.
In most cases, it is the women (wives/mothers) who are responsible for the cleaning jobs at home. It is also they who decide which brands and presentations that are bought.
The Salvadoran economy performed moderately well in 2024. According to estimates by the Central Reserve Bank (BCR), GDP growth was projected to be near 3%, with a slight contraction from the 3.
El Salvador relies heavily on imports to supply its domestic market. In June 2024, seeking to provide price stability to everyday consumer products and facilitate their supply, the Bukele government ratified the exemption of tariffs for a period of 10 years on 116 basic basket products.
Home care habits and practices are expected to continue to be important for most Salvadorans over the forecast period, with demand for most of these products projecting sustained growth in retail volume sales. However, the fact that nearly 25% of the population still lives below the national poverty line means that the process of premiumisation of the market is developing slowly.
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Understand the latest market trends and future growth opportunities for the Home Care industry in El Salvador with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
See all of our definitionsThis report originates from Passport, our Home Care research and analysis database.
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