Market research on consumer products, commercial industries, demo...
Market research on consumer products, commercial industries, demographics trends and consumer lifestyles in Guatemala. Includes comprehensive data and analysis, tables and charts, with five-year forecasts.
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…
2023 saw improved growth rates in both volume and current sales for overall sun care in Guatemala, compared to the previous year. All segments recorded rapid and robust rises as the sun care category remained one of the most dynamic within beauty and…
Demand for skin care products continued to rise in Guatemala in 2023, despite the price hikes seen for the second consecutive year. Overall category growth was solid in both volume and current value terms. Guatemalans, especially in the middle- and…
Volume sales growth in premium beauty and personal care in Guatemala was moderate in 2023, with current value sales rising rapidly as a result of price increases, though at a slower rate than during the previous two years. Local habits in terms of…
Oral care in Guatemala saw prices hikes in 2023, though volume sales growth was stable while current value sales saw rapid rises. Most Guatemalans are not willing to change their oral hygiene practices despite having to pay higher prices for products…
In 2023 men’s grooming Guatemala saw men regulating their purchases with cheaper product choices given high inflation. Shaving is a common habit among Guatemalan men, especially for the older generations who believe a habit a shaved face gives the…
Mass beauty and personal care saw rapidly rising retail prices in Guatemala in 2023, with the country still suffering from high inflation that continued from the previous year. Though price hikes in 2023 were not quite as steep as in 2022, consumers…
Hair care in Guatemala remained sensitive to price rises in 2023, with shampoos especially feeling the impact. Shampoos are widely used in Guatemala and the market is home to an extensive range of options and large number of brands, offering diverse…
Volume and current value sales slowed for fragrances in Guatemala in 2023. Fragrances saw a dramatic drop in demand at the start of the pandemic in 2020 but begin to rise again in 2021. However, the high inflation of 2022 and 2023, with retail price…
2023 saw depilatories rise in both volume and current value terms in 2023. During the pandemic and its lockdowns, local consumers spend more time at home and there was reduced need to remove body hair, undermining sales. Subsequently, and with the…
Deodorants in Guatemala rose faster in 2023 than it did in the previous year, in terms of both volume and current value sales. The category is hugely dominated by mass products, with premium presence being insignificant. Over 2022 and 2023 prices…