Men’s grooming is expected to see steady growth in constant value terms (at 2024 prices) over the forecast period, underpinned by the adoption of more sophisticated personal care habits amongst Guatemalan men - especially younger generations. However, with over half of the population living below the poverty line, according to official estimates, much of this growing interest is likely to remain concentrated within mass-priced brands.
A growing cultural acceptance of facial hair amongst Guatemalan men is fuelling demand for specialised beard care products, such as strengthening serums and styling creams. At the same time, the market has seen a notable rise in barbershop culture, with establishments often doubling as points of sale for emerging beard care lines.
In other Latin American markets, brands are introducing specific solutions for male intimate care, a category which also has potential for growth in Guatemala. Gillette, for example, has developed its Intimate line which features specialised razors, shaving creams, and anti-chafe sticks formulated for pubic grooming.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Men's Grooming 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 Men's Grooming 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.
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
See all of our definitionsThis report originates from Passport, our Men's Grooming research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!