Hot Drinks in Guatemala
Euromonitor International's Hot 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: 60 | Publication date: Mar 2009
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
Coffee; Other hot drinks; Tea
Executive summary
Coffee drives hot drinks performance
Coffee volume sales accounted for over three quarters of hot drinks sales in 2008. It is the preferred hot drink and widely available in every off-trade channel in Guatemala. On-trade consumption was boosted by the recent coffee shop fad that is sweeping the country’s urban areas. Diversity of prices and product presentations continue to make coffee the most popular hot drink.
Coffee shops boost domestic consumption
Whilst five years ago “speciality coffee” was regarded as a distant notion, the coffee shop fad has hit Guatemala, and notably. In 2008, it was not uncommon to see long lines of eager consumers form in parking areas of Café Barista, a local coffee shop chain. The same was true for most other coffee shops in the country’s urban areas. Eight different major companies are making strong efforts to lure consumers into their trendy coffee shops. The three biggest players have over 50 stores in Guatemala. A coffee shop’s average price for a 12 fl oz coffee cup is GTQ20. Recent reports by the national coffee association ANACAFÉ and other organisations estimate that local coffee shops demand 5-7% of the national coffee production.
Segmentation is key
The hot drinks market has started to realise that the key to success lies in market segmentation. Coffee manufacturers offer a wide variety of options, from everyday instant coffee to export quality fresh coffee (ground and beans). Tea companies are also paying attention to market segmentation, especially promoting their products as alternative medicine and healthier hot drinks. Several companies are including this type of information on the product’s packaging – “To relieve insomnia”, “Digestive”, “Laxative”, “Relaxing” are some of the words used in tea’s recent product packaging.
Shifting product distribution
Supermarkets/hypermarkets accounted for nearly one half of off-trade hot drinks distribution. Offering a wide variety of brands, presentations and prices, they represent a growing and preferred channel for the majority of consumers in urban areas and main cities, where most of the population is concentrated. However, independent small grocers, or tiendas, was the major channel with just over one half of total hot drinks sales, but this share has been dwindling amidst the rapid modern channel expansion of supermarkets/hypermarkets which can offer better product selection and price based on economies of scale.
Overall performance expected to be moderate
Hot drinks’ key driver, coffee, is a rather mature category, growing steadily but without huge spikes in growth. Hot drinks’ overall performance in the forecast period is expected to be moderate and likely to benefit from an increase in domestic consumption of coffee, which is growing thanks to the popularity of coffee shop chains. Overall volume increases will be modest, while there are still opportunities for value growth through higher value goods and product segmentation to capitalise on growing disposable incomes and socio-political stability in Guatemala.
Table of contents
HOT DRINKS IN GUATEMALA : MARKET INSIGHT
EXECUTIVE SUMMARY
Coffee drives hot drinks performance
Coffee shops boost domestic consumption
Segmentation is key
Shifting product distribution
Overall performance expected to be moderate
MARKET DATA
Table 1 Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2003-2008
Table 2 Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2003-2008
Table 3 Retail Sales of Hot Drinks by Sector: Volume 2003-2008
Table 4 Retail Sales of Hot Drinks by Sector: Value 2003-2008
Table 5 Retail Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 6 Retail Sales of Hot Drinks by Sector: % Value Growth 2003-2008
Table 7 Foodservice Sales of Hot Drinks by Sector: Volume 2003-2008
Table 8 Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 9 Total Sales of Hot Drinks by Sector: Total Volume 2003-2008
Table 10 Total Sales of Hot Drinks by Sector: % Total Volume Growth 2003-2008
Table 11 Hot Drinks Company Shares by Value 2004-2008
Table 12 Hot Drinks Brand Shares by Value 2005-2008
Table 13 Sales of Hot Drinks by Distribution Format: % Analysis 2003-2008
Table 14 Sales of Hot Drinks by Sector and Distribution Format: % Analysis 2008
Table 15 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2008-2013
Table 16 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2008-2013
Table 17 Forecast Retail Sales of Hot Drinks by Sector: Volume 2008-2013
Table 18 Forecast Retail Sales of Hot Drinks by Sector: Value 2008-2013
Table 19 Forecast Retail Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 20 Forecast Retail Sales of Hot Drinks by Sector: % Value Growth 2008-2013
Table 21 Forecast Foodservice Sales of Hot Drinks by Sector: Volume 2008-2013
Table 22 Forecast Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 23 Forecast Total Sales of Hot Drinks by Sector: Total Volume 2008-2013
Table 24 Forecast Total Sales of Hot Drinks by Sector: % Total Volume Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
COFFEE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 25 Retail Sales of Coffee by Type: Volume 2003-2008
Table 26 Retail Sales of Coffee by Type: Value 2003-2008
Table 27 Retail Sales of Coffee by Type: % Volume Growth 2003-2008
Table 28 Retail Sales of Coffee by Type: % Value Growth 2003-2008
Table 29 Coffee Company Shares 2004-2008
Table 30 Coffee Brand Shares 2005-2008
Table 31 Forecast Retail Sales of Coffee by Type: Volume 2008-2013
Table 32 Forecast Retail Sales of Coffee by Type: Value 2008-2013
Table 33 Forecast Retail Sales of Coffee by Type: % Volume Growth 2008-2013
Table 34 Forecast Retail Sales of Coffee by Type: % Value Growth 2008-2013
TEA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 35 Fruit/Herbal Tea by Type: % Off-trade Volume 2005-2008
Table 36 Retail Sales of Tea by Subsector: Volume 2003-2008
Table 37 Retail Sales of Tea by Subsector: Value 2003-2008
Table 38 Retail Sales of Tea by Subsector: % Volume Growth 2003-2008
Table 39 Retail Sales of Tea by Subsector: % Value Growth 2003-2008
Table 40 Tea Company Shares 2004-2008
Table 41 Tea Brand Shares 2005-2008
Table 42 Forecast Retail Sales of Tea by Subsector: Volume 2008-2013
Table 43 Forecast Retail Sales of Tea by Subsector: Value 2008-2013
Table 44 Forecast Retail Sales of Tea by Subsector: % Volume Growth 2008-2013
Table 45 Forecast Retail Sales of Tea by Subsector: % Value Growth 2008-2013
OTHER HOT DRINKS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 46 Retail Sales of Other Hot Drinks by Subsector: Volume 2003-2008
Table 47 Retail Sales of Other Hot Drinks by Subsector: Value 2003-2008
Table 48 Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2003-2008
Table 49 Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2003-2008
Table 50 Other Hot Drinks Company Shares 2004-2008
Table 51 Other Hot Drinks Brand Shares 2005-2008
Table 52 Forecast Retail Sales of Other Hot Drinks by Subsector: Volume 2008-2013
Table 53 Forecast Retail Sales of Other Hot Drinks by Subsector: Value 2008-2013
Table 54 Forecast Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2008-2013
Table 55 Forecast Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2008-2013
TOSTADURÍA CAFÉ LEON SA
Strategic Direction
Key Facts
Summary 2 Tostaduría Café Leon SA: Key Facts
Company Background
Production
Competitive Positioning
Summary 3 Tostaduría Café Leon SA: Competitive Position 2008
INDUSTRIA DE CAFÉ SA
Strategic Direction
Key Facts
Summary 4 Industria de Café SA: Key Facts
Company Background
Production
Competitive Positioning
Summary 5 Industria de Café SA: Competitive Position 2008