Guatemala

Air care registered both healthy current and volume growth in 2023, as it becomes an increasingly popular product in Guatemalan households. Spray/aerosol air fresheners remained the largest product area in terms of value sales and also registered the…

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.

Analgesics is set to see a decline in sales in 2023 as consumers have migrated away from aspirin in an uncertain economic environment and sought to prioritise household essentials, while turning to other categories to treat basic ailments such as…

Away-from-home tissue and hygiene in Guatemala registered healthy constant value growth in 2023, in spite of continuing rising prices. Value sales mainly consisted of away-from-home tissue, with value sales for AFH adult incontinence being minimal.…

In 2023 Guatemalan parents showed a marked preference for lower-priced brands in baby and child-specific products, feeling the impact of constant price increases in products for feeding and caring for their children. They focused on finding local…

Baby food is expected to register moderate current value growth, but constant value sales are expected to fall as persistent inflation cuts into profitability. That being said, the disruptions in supply that were caused by a recall of Similac in…

Baked good is expected to register both moderate constant value and volume growth in 2023, in spite of continuing high inflation. Flat breads used for tortilla continues to account for most volume sales. However, prices have increased in 2023, and…

Bar soap continued to dominate bath and shower in Guatemala in 2023. While some younger and more affluent consumers are shifting towards liquid soap as they perceive it to be more practical and hygienic, the vast majority of local consumers still…

Beauty and personal care in Guatemala continued to feel the impact of price rises in 2023, though to a lesser extent than in the previous year. High inflation persisted, with product cost remining decisive in purchasing decisions for the majority of…

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…

Bleach registered muted volume growth in 2023, partly supported by continuing population growth. Bleach is a popular cleaning product in Guatemala, with a loyal consumer base. However, it is facing increasing competition from other effective cleaning…

Although Guatemalans have been eager to resume pre-pandemic habits, the consumption of water in bulk 5-gallon format continued to rise in 2023. Due to the increased awareness of healthy lifestyles and practices, household water consumption has become…

Breakfast cereal is expected to register moderate volume growth, but marginal constant value growth, as inflation continues to hit profit margins. Imported brands in particular are hit by price rises as pressures from energy bills, transport, labour…

Butter and spreads is expected to register moderate current value growth, but constant value sales are expected to fall as persistent inflation cuts into profitability. In addition, with persistent inflation, consumers are expected to trade down –…

In 2023, carbonates continued to witness retail price increases, although to a lesser extent than in previous years. Commodities such as sugar continued to show volatility in international markets. By April 2023, sugar had reached its highest price…

Cheese is expected to be one of the strongest performing dairy products in 2023, with double-digit value growth, as well as healthy volume growth. Lower-income buyers continue to consume unpackaged soft cheese (usually unbranded), which is available…

Chocolate confectionery is witnessing slower retail volume and current value growth in 2023, with higher unit prices and inflationary pressure restricting consumption. The initial boost provided by the return of impulse occasions and social…

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…

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…

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…

Guatemalans are heavy coffee drinkers with this beverage being a dominant choice irrespective of social status. In addition, local coffee production is well-developed. Indeed, the microclimate present in Guatemala allows players to produce unique…

In 2023 the direct selling distribution channel represented more than half the value of the total market size for colour cosmetics in Guatemala. The channel is particularly important as a source of income during periods of uncertainty, such as those…

Powder concentrates witnessed a slowdown in the years prior to the COVID-19 pandemic. The product was becoming obsolete, with younger generations of consumers put off by the lack of convenience as it needs to be prepared before consumption. In…

Consumer health has seen demand dampened by consumers being confronted with very high inflation. The rate of 9.2% in 2022 was the highest experienced in decades. As a result, more consumers have been forced to prioritise household spending on…

In 2023, inflation has begun to subside in Guatemala although retail price inflation continues to impact the basic food basket. Lower prices of some imported goods, regulatory interest rate policies and reduced agricultural production costs have…

Cough, cold and allergy (hay fever) remedies are widely consumed consumer health items in the Guatemalan market. These products have established broad distribution throughout the country, with products available throughout the modern and traditional…

Dairy products and alternative is expected to register current value and volume growth, though inflation continues to hit companies’ profitability, with constant value sales expected to fall.

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…

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…

Top topical antifungals brands such as Canesten (Bayer), Lamisil (Haleon), and Unesia (Genomma) keep this segment competitive as each continues vying for more market share. Consumer demand for these products is expected to remain strong over the…

Towards the end of the review period, direct seller Herbalife launched a new product called Immunity Essentials. This supplement can be mixed into water, tea or other drinks, and is taken once a day to support the functioning of the immune system. It…

Digestive remedies is set to see positive growth in 2023, with hectic modern lifestyles and convenience orientated diets supporting demand. As many consumers have returned to dining out, consuming more street food, and in general straying from the…

In Guatemala, the direct selling channel continues to rely heavily on in-person interactions as e-commerce penetration remains relatively low. The COVID-19 pandemic had a significant negative impact on direct selling in 2020 due to government…

Within hand dishwashing, consumers are shifting from the bar format to the cream/paste format. As more households seek the convenience of an effective grease-remover for their dishes that tends to last longer and is softer on skin, the cream/paste…

Though milk power is losing ground to shelf stable UHT milk, it still accounts for most volume sales. Milk powder is an important dairy product for many Guatemalan families because it is affordable and offers a source of nutrition and also has a…

Stand-up pouches have become increasingly popular in the edible oil category in 2023. This stand-up pouch is becoming more prevalent in the landscape, as it is considered as a useful alternative to PET and glass bottles. Capullo from Naturaceites SA…

Retail volumes of energy drinks continue to show sustained growth in Guatemala. The product is increasingly associated as a source of energy for workers who perform physical activities, such as construction workers, farmers, or workers on night or…

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…

In 2022, retail value sales of grocery retailers recorded substantial growth. Inflationary pressures were a key contributor to this strong value increase, while volume sales growth decelerated compared to the previous year. Overall, increases in the…

Gum is one of the categories still suffering from the Coronavirus (COVID-19) pandemic’s harsh impact. Despite the full return of consumer mobility, retail volume sales will remain below pre-pandemic levels in 2023. Industry sources note that fewer…

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…

Similar to other countries in the region, Guatemala boasts a long history and strong tradition of herbal/traditional remedies and practices of natural medicine. Many of these products are commercialised informally, sometimes in unpackaged or…

Home care registered healthy current value growth, though constant value and volume growth was more muted, as inflation still continued to be an issue, though price rises eased. Political instability rising from the 2023 election also created a…

There were significant price rises for home-insecticides in 2023, and in particular for spray/aerosols, as supply chain disruptions still lingered and this resulted in high current and constant value growth. However, despite significant price…

Guatemala’s economic challenges have been exacerbated by high inflation levels in recent years, with locals becoming more price sensitive as a result. In 2023, Guatemala also experienced political upheaval, as the progressive Bernado Arévalo was…

In 2023, the return of normal lifestyles, and the absence of any pandemic restrictions, continues to have a positive impact on ice cream sales. Volume growth is proving robust in both the foodservice and retail channels in 2023, with sales strong…

Leading brands in the juice category continued to witness sustained growth in 2023, in retail volume terms, aided by their positioning as a healthier choice of beverage. Brands such as Del Frutal from Alimentos Maravilla SA, with their single serve…

Laundry care registered moderate volume growth, supported by continuing population growth. Local company Industria La Popular continued to lead with its numerous detergent brands, including Ambar, Bex and Espumil. However, there was very little…

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…

In 2023, meals and soups witnessed a moderate lift in retail volume sales as consumption of dry soups increased. Standard brands, including Maggi, Malher and Knorr, continue to characterise soup in 2023 with similar products, flavours and unit…