Bottled Water in Guatemala

PROSPECTS

Bottled water boosted by health and wellness trends in both off-trade and on-trade

Bottled water continues to be a very strong category, seeing good growth in volume and current value terms in 2019, in both the on-trade and off-trade channels. This is thanks to consumers becoming more aware of what they are eating and drinking, and starting to follow healthier lifestyles.

Popularity of flavoured bottled water attracting new entrants

Flavoured bottled water saw more brands enter in 2019. Innovation is occurring in response to consumers looking for healthy drinks which have more flavour than still bottled water, while flavoured bottled water offers accessible prices.

Continued innovation in packaging set to further boost sales and reposition bottled water as a lunchbox drink

Expansion in the range of pack sizes is also proving a good sales driver for bottled water. Smaller bottles are notably gaining popularity, being viewed as good substitutes for juice in children’s lunchboxes and used to accompany school meals.

COMPETITIVE LANDSCAPE

Fábrica de Bebidas Gaseosas Salvavidas benefits from consumer trust and economy products

Fábrica de Bebidas Gaseosas Salvavidas maintains its lead in bottled water in both current value and volume terms in 2019, with no close contenders. This is thanks to the strength and longevity of the Salvavidas brand, which is the most trusted in Guatemala and has over 80-years’ history.

Players continue to innovate in flavoured bottled water as consumer demand increases

An increasing number of brands continues to be seen in flavoured bottled water, both from domestic producers and multinationals. In 2018, domestic company Fábrica de Bebidas Gaseosas Salvavidas and Pepsicola launched Salvavidas Sparkling and Salutaris Sparkling respectively.

Premiumisation trends will remain niche, with little impact overall

Premiumisation of some brands in the category is also being noted. This is more notable for imported brands, such as San Pellegrino, and will only target a niche base of higher-income consumers, having little impact on the category overall.

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