Guatemala

Despite its maturity, ketchup is witnessing robust growth as lower-quality value offerings gain traction in the category. The surge in retail prices has created a favourable environment for domestic producers, supporting cheaper brands, such as B&B…

In 2023, savoury snacks is predicted to remain by far the best seller in snacks, in retail volume terms. The category continues to enjoy robust retail volume and current value growth in 2023 amid a well-developed culture for snacking occasions. Like…

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…

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…

Despite the challenging economy in 2023 and its negative impact on consumer purchasing power, snacks saw positive growth over the review period, notably in current value terms. Retail prices continued to rise amid further inflationary pressure in…

Soft drinks continues to be affected by inflationary pressures in 2023, which prices continuing to rise, but at a slower pace. This had a notable impact on shopping behaviour, with consumers more cautious about their purchases, especially those in…

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…

In 2023, Guatemalans were eager to resume activities outside the home. The fear of contagion from the COVID-19 Coronavirus was less relevant for the majority of the population, leading to the return of sports activities and socialising. As a result,…

Steep unit price increases for many sports nutrition products proved to be too much for the category towards the end of the review period, leading to current value decline in 2021 and 2022. Supply chain issues related to protein availability and…

Staples foods is expected to expected to register current value and volume growth, though inflation continues to hit companies’ profitability, with constant value growth expected to be more muted.

Sugar confectionery is a very mature category in Guatemala, with high levels of penetration and little room for growth. Except for standard mints and medicated confectionery, products are largely consumed by younger children, particularly at birthday…

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…

While surface care registered double-digit percentage value growth, volume was more muted and was partly supported by continuing population growth. While multi-purpose cleaners continued to account for most value sales, bathroom cleaners were the…

Sweet biscuits, snack bars and fruit snacks have generally performed well since the COVID-19 pandemic. Many of these snacks fitted with the indulgence or healthier snacking trends in the country and have continued to thrive in the forthcoming years…

The jams and preserves category holds significant importance in terms of retail volume sales, following substantial growth during the COVID-19 pandemic. In 2023, volume growth has returned to normal rates with retail prices stabilising. Local brands…

Guatemala continues to face high levels of inflation in 2023, driving up average retail prices in the tea category. Leading brands have activated sales with the help of discounts and promotional offers, as consumers are more cautious with expenditure…

Tissue and hygiene in Guatemala registered healthy current value growth, though constant value and volume growth was more moderate, as inflation still continued to be an issue, though price rises eased. As such, consumers were price sensitive and…

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…

Volume growth in toilet care was muted. Two factors led to the muted growth. With the pandemic having passed, there was less frenetic cleaning. In addition, with inflation still being relatively high, consumers traded down as much as possible and…

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