Home & Laundry Care - Guatemala | Statista Market Forecast

The Home & Laundry Care market in Guatemala is projected to generate a revenue of US$591.20m in 2024.
It is anticipated to experience an annual growth rate of 5.25% (CAGR 2024-2029).
Among its segments, the largest one is Laundry Care, which is expected to reach a market volume of US$317.80m in 2024.
In comparison to other countries, United States leads in revenue generation with US$32bn in 2024.
When considering the population, the per capita revenue in 2024 is estimated to be US$32.20.
Additionally, online sales are projected to contribute 3.1% of the total revenue in the Home & Laundry Care market by 2024.
Despite a growing interest in eco-friendly home and laundry care products globally, Guatemala's market still heavily relies on traditional brands and products.

Definition:

The Home & Laundry Care market covers cleaning products used for private households. This market only takes into account consumable detergents for use in private households (B2C). Auxiliary cleaning equipment (e.g., mops and brooms) are not included. Professional products for industry use or household cleaning services (B2B) have also not been included.

Structure:

Home & Laundry consists of 4 different markets:

The Laundry Care covers all detergents purchased by consumers that are intended for the care of textiles in the form of powder, tabs, or liquids.
The Household market covers all consumer products used for the cleaning of surfaces, windows, and toilets.
The Dishwashing Detergents cover cleaning products used for washing up and cleaning dishes and cutlery. Both detergents for dishwashers and hand dishwashing detergents in liquid, powder, or tab form are included in this market.
The Polishes, Room Scents & Insecticides cover several specialty cleaning products for narrowly defined niche uses. The market includes polishes for shoes, floor, furniture, and coach care, along with room deodorants and household insecticides..

Additional Information:

The market comprises revenue, average revenue per capita, sales channel. The market encompasses retail sales through both online and offline sales channels to private end customers (B2C). For more information on the displayed data, click the info button on the right side of each box.

Laundry detergents
Household cleaners
Dishwashing detergents
Specialty products (polishes, room scents, household insecticides)
Cleaning products for private consumers (B2C)

Cleaning equipment (e.g. mops or cleaning cloths)
Cleaning services (laundry services, house cleaning)
Professional products for bulk consumers (B2B)

The Home & Laundry Care market in Guatemala is witnessing moderate growth, fueled by increasing consumer demand for effective cleaning solutions, heightened awareness of hygiene, and the rising popularity of eco-friendly products that enhance everyday living.

Customer preferences: In Guatemala, consumers are increasingly prioritizing sustainability and natural ingredients in their home and laundry care products, reflecting a growing awareness of environmental issues. This trend is particularly strong among younger demographics, who are more inclined to support brands that align with their values of eco-friendliness and social responsibility. Additionally, the rise of urbanization and busy lifestyles is driving demand for convenient, time-saving cleaning solutions, further shaping the market landscape.

Trends in the market: In Guatemala, the Home & Laundry Care market is experiencing a notable shift towards eco-friendly products, with consumers increasingly seeking out brands that utilize natural ingredients and sustainable packaging. This trend is particularly prominent among younger consumers, who prioritize environmental consciousness in their purchasing decisions. Additionally, the rise of urban living and fast-paced lifestyles is driving demand for efficient cleaning solutions that save time. As a result, industry stakeholders must innovate to meet these evolving consumer expectations, focusing on sustainability and convenience to remain competitive in a rapidly changing market landscape.

Local special circumstances: In Guatemala, the Home & Laundry Care market is shaped by a rich cultural emphasis on family and tradition, where household cleanliness is linked to social status and pride. Additionally, the country’s diverse geography, with urban centers and rural areas, creates varied consumer needs, prompting brands to offer tailored solutions. Regulatory support for eco-friendly initiatives encourages brands to adopt sustainable practices. Furthermore, limited access to certain modern cleaning technologies in rural regions drives demand for innovative yet affordable products that align with local customs and lifestyles.

Underlying macroeconomic factors: The Home & Laundry Care market in Guatemala is significantly influenced by macroeconomic factors such as economic growth, urbanization, and consumer purchasing power. As the economy gradually improves, rising disposable incomes enable consumers to invest in quality cleaning products, reflecting a shift towards premium brands. Urbanization trends also create demand for innovative, efficient cleaning solutions tailored to smaller living spaces. Additionally, fiscal policies promoting sustainability encourage companies to develop eco-friendly products. Global supply chain dynamics may impact product availability, influencing pricing and consumers' spending behavior in this evolving market landscape.

Data coverage:

The data encompasses B2C enterprises. Figures are based on the total consumer spending on home and laundry care products. The market encompasses cleaning products designed for private households, including laundry care, household cleaners, dishwashing detergents, and polishes, room scents & insecticides.

Modeling approach:

Market sizes are determined through a top-down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, international institutions, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP and consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, regression analysis and Monte Carlo simulations are particularly suited for forecasting in the Home and Laundry Care market, due to the unpredictable variability and complex dynamics in consumer behavior and product adoption. The main drivers are GDP and consumer spending.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Consumer market, in a PDF format.

Consumers’ interest in cleaning supplies has kept on growing in the last few years. As awareness on the importance of good hygiene practices increases, so does the revenue of the global home and laundry care market, which was estimated to add up to nearly 200 billion U.S. dollars in 2024 and to grow to over 230 billion U.S. dollars by 2029. The United States is the leading region in the market, having recorded over 30 billion U.S. dollars in revenues as of 2023, followed by China and India.