Guatemala

Wine experienced very healthy volume growth in in Guatemala in 2023, with sales increasing by a fifth. All wines are imported from countries such as Chile, Argentina, Spain, Italy and the US. There is significant segmentation, with consumers…

In spite of continuing price rises, spirits in Guatemala registered moderate volume growth in 2023. One reason being that consumers of spirits are generally less price sensitive than beer consumers. Tequila (mezcal) was the best performer in terms of…

RTDs in Guatemala registered healthy volume growth in what is an increasingly popular alcoholic drink, with volume sales increasing by a fifth. RTDs drinks are mainly consumed by younger consumers of under 30 years-of-age, with their bright colourful…

Cider/perry has a niche profile in Guatemala with it being sold mainly through modern retail channels, with only limited shelf space and visibility. Brands such as Arbor Mist, Eva and Wells have narrow portfolios of three to four flavours and have…

Beer continued to be the most popular alcoholic drink in Guatemala and registered positive volume growth in 2023. It is a mature product, with a high degree of segmentation. Local mid-priced and economy beers dominate, with local brewery, Cervecería…

It was a positive picture for alcoholic drinks in Guatemala in 2023, with moderate volume and constant value growth, in spite of high inflation and also social unrest.

Tobacco products contracted slightly in Guatemala in retail volume and current value terms, as cigarette consumption continued its steady downward trend in Guatemala. The consistent fall in smoking prevalence is due primarily to health concerns and…

Within e-vapour products in Guatemala, e-cigarettes continue to be very popular among consumers. These products are easily accessible, affordable, and are widely distributed throughout the country. In addition to being readily available throughout…

Overall, cigars remain quite a small and exclusive category in Guatemala, with few consumers opting for these products due to the relatively high unit prices, aside from enthusiasts and those with greater purchasing power. However, with the return of…

Guatemala registered another decline in smoking prevalence over 2023, hindering sales of cigarettes. Traditional cigarette smokers have been increasingly migrating to reduced risk alternatives, such as heated tobacco devices, whilst many have taken…