Look Towards A New Future

Jul 26, 2012

Tissue and Hygiene in Guatemala


Discover the latest market trends and uncover sources of future market growth for the Tissue and Hygiene 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 Tissue and Hygiene industry in Guatemala, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Guatemala for free:
  • Away-from-home tissue and hygiene
  • Cotton wool, buds, and pads
  • Incontinence
  • Kitchen towels
  • Nappies, diapers, and pants
  • Paper tableware
  • Sanitary protection
  • Tissues
  • Toilet paper
  • Wipes
The Tissue and Hygiene in Guatemala market research report includes:
  • Analysis of key supply-side and demand trends
  • 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
Our market research reports answer questions such as:
  • What is the market size of Tissue and Hygiene in Guatemala?
  • What are the major brands in Guatemala?
  • What are the most dynamic tissue and hygiene categories?
  • What are the major markets for tissue products sales?
  • What are the major markets for hygiene products sales?
Why buy this report?
  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions
This industry report originates from Passport, our Tissue and Hygiene market research database.

Sample Analysis


Healthy value growth is recorded in tissue and hygiene during 2011

2011 was a good year for tissue and hygiene in Guatemala. Value sales increased in all categories as many of the products categorised under tissue and hygiene in Guatemala are used on a daily basis. Guatemala’s urban areas account for by far the majority of tissue and hygiene users as the higher disposable incomes of Guatemala’s urban dwellers means that they purchase more tissue and hygiene products and tend to opt for higher quality products when doing so.

Retail tissue and hygiene is a very dynamic category in Guatemala
The entrance of more efficient tissue and hygiene products with value added properties and strong advertising campaigns undertaken by the country’s leading tissue and hygiene companies has led to tissue and hygiene in Guatemala becoming a dynamic industry. As the consumer base for tissue and hygiene continues to widen due to increasingly rapid urbanisation and rising disposable incomes as more women join Guatemala’s workforce, the companies which are present in tissue and hygiene in Guatemala continue to innovate and introduce products offering benefits which will attract higher numbers of consumers.

International companies continue to lead tissue and hygiene
The presence of international companies remains strong in tissue and hygiene in Guatemala. Many international brands have a longstanding presence in the country, which allows them stronger brand recognition and higher levels of consumer loyalty. These international companies tend to engage in the most interesting advertising campaigns and a high degree of new product development, allowing them access to more consumer attention. Domestic brands are also present in tissue and hygiene in Guatemala, but these brands usually compete by offering basic low-quality products to price-sensitive low income consumers.

Stronger distribution chains needed in tissue and hygiene in Guatemala
Guatemala is a small country, but one with a high percentage of the population living in rural areas. These rural consumers usually have low disposable incomes and the presence of tiendas de barrio—community-centred retail outlets categorised under independent small grocers—is very important. Independent small grocers accounted for 44% of total tissue and hygiene retail value sales in 2011. The companies distributing their tissue and hygiene products through this channel need to have strong distribution chains in order to reach the many outlets in remote locations. Even though there are more supermarkets being opened in rural areas of Guatemala, they are not yet present in small towns, where independent small grocers continue to dominate the retailing landscape.

Stronger growth expected in tissue and hygiene during the forecast period
It is expected that tissue and hygiene in Guatemala will register stronger volume growth terms during the forecast period than the volume growth which was recorded during the review period. The main driver of volume growth over the forecast period is set to be the wider consumer base for tissue and hygiene due to population growth and rising disposable income levels. The companies which operate in tissue and hygiene in Guatemala face a massive challenge during the forecast period: to increase use of tissue and hygiene among Guatemalans as the per capita use of products such as nappies/diapers and incontinence products is among the lowest in Latin America. The introduction of smaller pack sizes is playing a positive role in increasing consumption of tissue and hygiene as these smaller products carry lower retail selling prices and are therefore seen as more affordable for Guatemalan consumers.

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Report Details:
Published: July 2012
Price: Single User License- US $2400             
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