Guatemala

Yoghurt is expected to register both a decline in current and constant value sales in 2023, though volume sales are expected to increase moderately. With inflation continuing to be an issue, consumers look to trade down and opt for cheaper brands. In…

The wound care category is set to see volume sales continue to fall in 2023, though at a slower pace than in the previous year. The COVID-19 crisis saw people ;largely confined to their homes and less likely to experience the kinds of minor injuries…

Overall, wipes in Guatemala registered modest constant value growth, as retail prices continued to rise. In households, baby wipes have become versatile tools and are often use for various cleaning purposes. For baby care, trusted brands like Huggies…

Players continued to invest in the expansion of wine in the country in 2022 with this delivering positive results. Wine sales continued growing in total volume terms in 2022, with wine reaching new consumers as well as seeing an increase in per…

Weight management and wellbeing sales are set to rise in 2023, led in part by rising unit prices. Strong retail sales growth has been observed in meal replacement, slimming teas, and weight loss supplements, while supplement nutrition drinks has seen…

The pandemic period that ushered in a boom for vitamin sales is coming to a close. Many consumers have placed the COVID-19 period in the rear-view mirror and are looking ahead to a world where the SARS-CoV-2 virus is not a constant worry. The…

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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…

Tobacco registered positive value growth across all subcategories in 2022. With society shifting back to greater normality after the 2020 COVID-19 restrictions, increased socialising supported a partial recovery in retail value growth. Most…

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…

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…

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…

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…

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…

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…

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…

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.

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…

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,…

Industrias Licoreras de Guatemala SA has the widest portfolio of spirits in the country, with popular brands that attract different target audiences, ages, and budgets. For example, within the premium segment the company offers Zacapa Centenario,…