Guatemala Home Care Market 2025

The home care market in Guatemala is on a strong upward trajectory, with sales projected to increase from USD 543.1 million in 2025 to USD 792.5 million by 2030, translating into a robust compound annual growth rate of 7.85%. This expansion is underpinned by an improving macroeconomic environment, marked by stable GDP growth and relatively subdued inflation expectations, which are contributing to a more confident consumer base. As household purchasing power gradually recovers, Guatemalan consumers are demonstrating a growing willingness to shift from basic commodity offerings toward more specialized home care solutions that address targeted needs.

The market is also benefiting from a marked shift in consumer preferences, particularly as access to information and health awareness improves. Demand is increasingly skewed toward purpose-built products – such as anti-bacterial surface sprays, disinfectants for high-touch areas, and insect-repellent cleaners – that deliver added utility beyond general cleaning. This transition is particularly pronounced in the wake of health-related public concerns. Following the government’s health emergency declaration due to dengue outbreaks, household spending patterns adjusted sharply in favor of items promising tangible health benefits. Such developments have further cemented hygiene-centric consumption habits and elevated the strategic relevance of product efficacy and safety in shaping consumer choice.

In parallel, the strengthened economic backdrop is creating a more fertile environment for manufacturers to innovate and segment their product portfolios. With Guatemalan households showing increasing appetite for solutions that align with specific hygiene objectives – be it kitchen sanitation, bathroom disinfection, or vector control – brands that can deliver high-performing, clearly positioned products stand to gain disproportionate advantage. This evolving demand landscape points to a structural shift from generalized offerings to specialized formats, supported by macroeconomic stability, public health imperatives, and rising consumer discernment.

The report offers a comprehensive analysis of the Guatemala home care market, delivering detailed insights into market size, historical growth trends over the past six years, and forward-looking projections through 2030. It provides a granular breakdown of the market by product type and distribution channel, highlighting key drivers, challenges, and opportunities shaping the industry.

Report Highlights

This report provides a structured overview of market data from 2020 to 2030, with figures presented in (Tons/GTQ/USD). The core dataset covers the overall market as well as key segments, including actual historical values from 2020 to 2024 and projections for 2025 to 2030. Compound Annual Growth Rates (CAGR) are provided for both the historical and forecast periods. Segmentation dimensions include product type and distribution channel. By comparing historical and projected growth rates, the report helps identify high-potential sub-segments, offering quantitative support for long-term strategic planning and resource allocation.

Also included in the report is an analysis of the market’s underlying trends and drivers. Informed by executive-level interviews and verified macro-level data, this section explores the fundamental shifts influencing demand and competition. It outlines how changes in innovation cycles, and consumer expectations have affected recent developments, while pointing to segments with the greatest forward momentum and associated risks.

Furthermore, the report delivers a rigorous competitive assessment, tracking market share movements and brand performance among industry participants from 2020 to 2024. It highlights evolving competitive dynamics, consolidation trends, and granular share shifts, empowering stakeholders to benchmark performance and refine differentiation strategies. These evidence-based insights support targeted investment prioritization and long-term strategic planning.

Market Segmentation

The following outlines the segmentation of the Guatemala home care market:
Product type – e.g., air fresheners (aerosol air fresheners, candle air fresheners, car air fresheners, electric air fresheners, gel air fresheners), bleach, dishwashing, household insecticides (baits, coils, electric insecticides, sprays/aerosols, others), laundry care (fabric softeners, laundry aids, laundry detergents), polishes (floor polish, furniture polish, metal polish, shoe polish), surface care (bathroom cleaners, disinfectants, drain openers, floor cleaners, glass cleaners, household cleaning wipes, kitchen cleaners, multi-purpose cleaners, oven cleaners), toilet care (in-cistern cleaners, rim blocks/liquids, toilet liquids/foam)
Distribution channel – e.g., convenience stores, discounters, e-commerce, health and beauty stores, home product stores, hypermarkets, small grocery stores, supermarkets, warehouse clubs, others

Macroeconomic & Demographic Indicators

In addition to core market data, the report incorporates key socio-economic indicators that provide essential context for interpreting market dynamics. These include population trends, the Consumer Price Index (CPI), Gross Domestic Product (GDP), per capita consumption (expressed in USD), and consumer spending as a percentage of GDP. Together, these metrics offer a macroeconomic backdrop that enhances the strategic relevance of the market size figures, helping stakeholders better assess demand potential and long-term growth opportunities.

Competitive Landscape: Market Share Analysis

The study outlines the distribution of market share among key players in the home care industry in Guatemala, offering visibility into brand dominance and market leadership. Major participants include:
Alfredo Herbruger Jr. & Co. Ltda.
Colgate-Palmolive Centroamerica S.A.
Colgate-Palmolive Company
Fabrica de Jabon La Corona S.A. de C.V.
Grupo de Tiendas Asociadas S.A.
Grupo PDC
Henkel AG & Co. KGaA
Industria La Popular, S.A.
Pricasa S.A.
Reckitt Benckiser Group plc (RB)
S. C. Johnson & Son, Inc.
The Clorox Company
The Procter & Gamble Company (P&G)
Unilever PLC
Whealthfields Lohmann Pte Ltd.

This section helps stakeholders evaluate market concentration, identify partnership opportunities, and track shifts in leadership.

Why Choose This Report?

Access accurate and up-to-date market size data for the Guatemala home care sector.
Obtain granular insights across key segments, including product type and distribution channel.
Understand the underlying market dynamics through expert-driven analysis of growth drivers, barriers, and structural shifts.
Identify attractive investment areas by tracking fast-growing categories and emerging consumption patterns.
Evaluate the competitive landscape to support timing, positioning, and strategic decision-making.
Includes a single-user enterprise license with no additional fees for internal distribution.

Request a redacted sample to preview the data structure and presentation quality before purchase.

Deliverables Include

Professionally structured PDF report
Full EXCEL databook with year-by-year figures and multi-dimensional segmentation from 2020 to 2030

Table of Contents

TABLE OF CONTENTS
Key Findings
Market Segmentation
Market Overview
Guatemala Home Care Market – Product Type Analysis
Guatemala Home Care Market – Distribution Channel Analysis
Company Shares Analysis
Alfredo Herbruger Jr. & Co. Ltda.
Colgate-Palmolive Centroamerica S.A.
Colgate-Palmolive Company
Fabrica de Jabon La Corona S.A. de C.V.
Grupo de Tiendas Asociadas S.A.
Grupo PDC
Henkel AG & Co. KGaA
Industria La Popular, S.A.
Pricasa S.A.
…
Macroeconomic Data and Forecast
Research Methodology
Disclaimer

FIGURES AND TABLES
Table Guatemala Home Care Market 2020-2030
Chart Guatemala Home Care Market, Net Growth, 2020-2030
Chart Guatemala Home Care Market, Growth Rates, 2020-2030
Table Guatemala Home Care Market by Product Type, 2020-2030
Chart Guatemala Home Care Market by Product Type, CAGR Historic and Forecast, 2020-2030
Chart Guatemala Home Care Market by Product Type, 2020-2030
Table Guatemala Home Care Market by Distribution Channel, 2020-2030
Chart Guatemala Home Care Market by Distribution Channel, CAGR Historic and Forecast, 2020-2030
Chart Guatemala Home Care Market by Distribution Channel, 2020-2030
Table Guatemala Home Care Market Share (%), by Companies, 2020-2024
Chart Guatemala Home Care Market, by Companies, 2024
Table Guatemala Home Care Market Share (%), by Brands, 2020-2024
Chart Guatemala Home Care Market, by Brands, 2024
Table Guatemala – Population (Millions) and Forecast
Table Guatemala – Consumer Price Index (CPI) and Forecast
Table Guatemala – Gross Domestic Product and Forecast
Table Guatemala Home Care Market: Spend as a Proportion of GDP (%)
Table Guatemala Home Care Market: Consumption per Capita (Population)