Alcoholic Drinks in Guatemala
Euromonitor International's Alcoholic Drinks in Guatemala market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 102 | Publication date: Mar 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Overall Demand Cooling but Still Growing
Despite overall growth slowing in 2007, the Guatemalan alcoholic drinks market has a bright outlook through 2012. The major market drivers, beer and spirits, slowed considerably in 2007, dragging down overall volume growth. Beer sales continued to slow in 2007 and rampant contraband undermined formal sales in spirits. Meanwhile, the developing wine and RTDs/High-strength premixes sectors are currently experiencing booms.
Wine Culture Awakened in Guatemala
As the socio-political environment and economy continue to strengthen, Guatemalans look to extend their horizons from traditional beer and spirits to more sophisticated and expensive wine to accompany meals or social gatherings. Greater disposable income is allowing a more comfortable standard of living, primarily in urban areas, and consumers to experiment with their spending habits. As only a negligible quantity of grape wine is produced in Guatemala, producers, distributors and retail outlets look to capitalise on this trend by focusing on increasing awareness and knowledge about wine.
Local Producers Dominate Market
Domestic producers enjoy near natural monopolies of the major beer and spirits sectors in Guatemala. Local producer Cervecería Centro Americana, SA (CCA) controls beer, but has seen its share diminish following the 2003 entrance of the multinational giant AmBev Centroamérica. Meanwhile, Industrias Licoreras de Guatemala, SA (ILG) controls spirits with its popular domestic favourite rums and long-standing tradition in Guatemala.
Well Balanced Distribution
Independent food stores constitute the leading retail channel in the alcoholic drinks market with almost 37% of total off-trade volume sales in 2007 supported by strong beer sales. Supermarkets/hypermarkets are the outlet of choice for spirits, RTDs/High-strength premixes, and wine, while discounters have a respectable share of spirits and wine sales. Convenience stores follow closely behind supported by a solid share of beer sales. Direct sales are becoming increasingly popular for wine.
Growth to Continue Cautiously Based on Consumer Spending Stability
The Guatemalan alcoholic drinks market is likely to see continued growth through 2012 with a CAGR of 5% in volume terms. Beer, with over 91% of total market volume, is expected to drive this growth. The spirits sector is suffering due to formal sales being eroded by contraband. However, it is expected to perform positively through 2012, but not at the same level as beer and the much smaller high-performing wine and RTDs/High-strength premixes sectors. Furthermore, growth is contingent on continued economic stability in Guatemala as socio-political disruptions and further increases in raw materials, fuel, and staple food costs could quickly curb spending on non-essential alcoholic drinks.
Table of contents
ALCOHOLIC DRINKS IN GUATEMALA : MARKET INSIGHT
EXECUTIVE SUMMARY
Overall Demand Cooling but Still Growing
Wine Culture Awakened in Guatemala
Local Producers Dominate Market
Well Balanced Distribution
Growth to Continue Cautiously Based on Consumer Spending Stability
KEY TRENDS AND DEVELOPMENTS
Promotional Activities Increase in Competitive Beer Market
Young Population Fuels Continued Growth
Specialist Retailers
Mergers and Acquisitions Activity
Summary 1 Speculated Mergers and Acquisitions Activity 2006-2007
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2006
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2006
Table 3 Selling Margin of a Typical Beer Brand 2006 – Gallo
Table 4 Selling Margin of a Typical Wine Brand 2006 – Casillero del Diablo
Table 5 Selling Margin of a Typical Spirits Brand 2006 – Botran XL
OPERATING ENVIRONMENT
Contraband/Parallel Trade
Duty Free
Cross-border/Private Imports
MARKET DATA
Table 6 Sales of Alcoholic Drinks by Sector: Total Volume 2002-2007
Table 7 Sales of Alcoholic Drinks by Sector: Total Value 2002-2007
Table 8 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2002-2007
Table 9 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2002-2007
Table 10 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Volume 2007
Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Value 2007
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Volume 2007
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Value 2007
Table 14 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006
Table 15 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007
Table 16 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2007
Table 17 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012
Table 18 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2007-2012
Table 19 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012
Table 20 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2007-2012
DEFINITIONS
Sources
Summary 2 Research Sources
CERVECERÍA CENTRO AMERICANA, SA (CCA)
Strategic Direction
Key Facts
Summary 3 Cervecería Centro Americana, SA (CAA): Key Facts
Company Background
ProduCtion
Competitive Positioning
Summary 4 Cervecería Centro Americana, SA (CCA): Competitive Position 2006
INDUSTRIAS LICORERAS DE GUATEMALA, SA (ILG)
Strategic Direction
Key Facts
Summary 5 Industrias Licoreras de Guatemala, SA (ILG): Key Facts
Company Background
Production
Competitive Positioning
Summary 6 Industrias Licoreras de Guatemala, SA (ILG): Competitive Position 2006
BEER IN GUATEMALA
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Background
Summary 7 Lager by Price Band 2007
Sector Data
Table 21 Sales of Beer by Subsector: Total Volume 2002-2007
Table 22 Sales of Beer by Subsector: Total Value 2002-2007
Table 23 Sales of Beer by Subsector: % Total Volume Growth 2002-2007
Table 24 Sales of Beer by Subsector: % Total Value Growth 2002-2007
Table 25 Sales of Beer by On-trade vs Off-trade split: Volume 2002-2007
Table 26 Sales of Beer by On-trade vs Off-trade split: Value 2002-2007
Table 27 Sales of Beer by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 28 Sales of Beer by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 29 Beer: Production, Imports and Exports: Total Volume 2001-2006
Table 30 Beer Exports by Country of Destination: Total Volume 2001-2006
Table 31 Beer Exports by Country of Destination: Total Value 2001-2006
Table 32 Beer Imports by Country of Origin: Total Volume 2001-2006
Table 33 Beer Imports by Country of Origin: Total Value 2001-2006
Table 34 Company Shares of Beer by National Brand Owner 2002-2006
Table 35 Company Shares of Beer by Global Brand Owner 2002-2006
Table 36 Brand Shares of Beer 2003-2006
Table 37 Forecast Sales of Beer by Subsector: Total Volume 2007-2012
Table 38 Forecast Sales of Beer by Subsector: Total Value 2007-2012
Table 39 Forecast Sales of Beer by Subsector: % Total Volume Growth 2007-2012
Table 40 Forecast Sales of Beer by Subsector: % Total Value Growth 2007-2012
WINE IN GUATEMALA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 41 Sales of Wine by Subsector: Total Volume 2002-2007
Table 42 Sales of Wine by Subsector: Total Value 2002-2007
Table 43 Sales of Wine by Subsector: % Total Volume Growth 2002-2007
Table 44 Sales of Wine by Subsector: % Total Value Growth 2002-2007
Table 45 Sales of Wine by On-trade vs Off-trade split: Volume 2002-2007
Table 46 Sales of Wine by On-trade vs Off-trade split: Value 2002-2007
Table 47 Sales of Wine by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 48 Sales of Wine by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 49 Wine Production, Imports and Exports: Total Volume 2001-2006
Table 50 Wine Exports by Country of Destination: Total Volume 2001-2006
Table 51 Wine Exports by Country of Destination: Total Value 2001-2006
Table 52 Wine Imports by Country of Origin: Total Volume 2001-2006
Table 53 Wine Imports by Country of Origin: Total Value 2001-2006
Table 54 Forecast Sales of Wine by Subsector: Total Volume 2007-2012
Table 55 Forecast Sales of Wine by Subsector: Total Value 2007-2012
Table 56 Forecast Sales of Wine by Subsector: % Total Volume Growth 2007-2012
Table 57 Forecast Sales of Wine by Subsector: % Total Value Growth 2007-2012
SPIRITS IN GUATEMALA
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Background
Sector Data
Table 58 Sales of Spirits by Subsector: Total Volume 2002-2007
Table 59 Sales of Spirits by Subsector: Total Value 2002-2007
Table 60 Sales of Spirits by Subsector: % Total Volume Growth 2002-2007
Table 61 Sales of Spirits by Subsector: % Total Value Growth 2002-2007
Table 62 Sales of Spirits by On-trade vs Off-trade split: Volume 2002-2007
Table 63 Sales of Spirits by On-trade vs Off-trade split: Value 2002-2007
Table 64 Sales of Spirits by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 65 Sales of Spirits by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 66 Spirits Production, Imports and Exports: Total Volume 2001-2006
Table 67 Whisk(e)y Production, Imports and Exports: Total Volume 2001-2006
Table 68 Brandy & Cognac Production, Imports and Exports: Total Volume 2001-2006
Table 69 Vodka Production, Imports and Exports: Total Volume 2001-2006
Table 70 Gin Production, Imports and Exports: Total Volume 2001-2006
Table 71 Rum Production, Imports and Exports: Total Volume 2001-2006
Table 72 Tequila Production, Imports and Exports: Total Volume 2001-2006
Table 73 Liqueurs Production: Total Volume 2001-2006
Table 74 Company Shares of Spirits by National Brand Owner 2002-2006
Table 75 Company Shares of Spirits by Global Brand Owner 2002-2006
Table 76 Brand Shares of Spirits 2003-2006
Table 77 Forecast Sales of Spirits by Subsector: Total Volume 2007-2012
Table 78 Forecast Sales of Spirits by Subsector: Total Value 2007-2012
Table 79 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2007-2012
Table 80 Forecast Sales of Spirits by Subsector: % Total Value Growth 2007-2012
RTDS/HIGH-STRENGTH PREMIXES IN GUATEMALA
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Data
Table 81 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2002-2007
Table 82 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2002-2007
Table 83 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2002-2007
Table 84 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2002-2007
Table 85 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2002-2007
Table 86 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2002-2007
Table 87 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2002-2007
Table 88 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2002-2007
Table 89 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2002-2006
Table 90 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2002-2006
Table 91 Brand Shares of RTDS/High-strength Premixes 2003-2006
Table 92 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2007-2012
Table 93 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2007-2012
Table 94 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2007-2012
Table 95 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2007-2012