Country Report

Butter and Margarine in

Butter and Margarine in Guatemala

22 pages, Sep 2017

US$990

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Executive Summary

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TRENDS

Butter and margarine is a mature category that has not showed much activity in terms of promotional campaigns and new product launches. Margarine is larger in size, mainly because it has lower unit prices and does not require refrigeration. Butter, on the other hand, is considered a premium product and is only affordable to mid- to upper-income consumers, which is considerably small in Guatemala.

COMPETITIVE LANDSCAPE

Unilever de Centroamérica SA, with its margarine brands Mirasol and Mazola, led butter and margarine with a value share of 27% in 2017. The company has a long presence in the category, which has allowed it to create strong brand recognition and fidelity among its consumers. Mirasol is also active in terms of new product development and brand extensions, since it offers a “Light” version, as well as a soft margarine spread.

PROSPECTS

The forecast performance, in value terms, is expected to be slightly faster than what was registered over the review period. However, butter and margarine is a mature category, with limited room for innovation, which will not enable this category to register stronger volume and value growth rates.

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Butter and Margarine industry in Guatemala with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Butter and Margarine industry in Guatemala, our research will save you time and money while empowering you to make informed, profitable decisions.

The Butter and Margarine in Guatemala market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Butter and Margarine in Guatemala?
What are the major brands in Guatemala?
Are consumers in emerging markets moving from unpackaged to packaged oils and fats?
What are the sales prospects for “healthy” cooking oils?
Will retail sales suffer as economic prospects improve and consumers move back to eating out rather than cooking at home?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

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Butter and Margarine in Guatemala

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Executive Summary

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TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

Overview

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Overview

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