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Carbonates in
Guatemala

Country Report

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Executive Summary

Mar 2019
PROSPECTS
Competition has implications for prices

The strong competition that carbonates experienced from other soft drinks, such as juice drinks and RTD tea, forced some companies to maintain or reduce their unit prices to compete with these alternatives. Consumers sometimes perceive these beverages (juice drinks and RTD tea) as healthier, even if they are high in sugar.

Wider portfolio of sizes and packages

Carbonates players have been expanding their portfolios regarding packaging and sizes to capture different tastes and a wider consumer base. To appeal to mid- and high-income consumers, they launched smaller individual pack sizes, such as 200ml metal beverage cans and 233ml PET bottles.

Premiumisation aimed at high-income segment

The most active category in terms of new products and brands was non-cola carbonates, mainly for imported premium brands such as Franklin & Sons which is imported from the UK and offers flavours such as British Dandelion, Lemon & English Elderflower, Cloudy Apple & Yorkshire Rhubarb with Cinnamon. There are also new imported mixers such as tonic water with brands such as Franklin & Sons, and Fever Tree.

COMPETITIVE LANDSCAPE
Coca-Cola and Pepsi are leading carbonates brands

Carbonates continued to be led by two international companies: Pepsicola Interamericana de Guatemala SA and Coca-Cola de Guatemala SA. Both companies offer wide product portfolios with different brands and flavours, along with different pack sizes and strong distribution networks that allow them to reach a wide consumer base.

Coca-Cola’s rebranding

In 2018, Coca-Cola began to rebrand its cola carbonates, by changing some names such as Coca-Cola to Coca-Cola Sabor Original; Coca-Cola Light to Coca-Cola Sabor Ligero; and Coca-Cola Zero to Coca-Cola Sin Azúcar. These new names are now in Spanish and more understandable for local consumers who do not speak English, which is the majority in Guatemala.

Private label enters carbonates

In 2018, Wal-Mart Centroamérica SA began to enter its Great Value private label carbonates line in supermarkets and hypermarkets. The strategy of this product is to compete with premium imported brands with more affordable prices.

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Carbonates in Guatemala

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Overview

Discover the latest market trends and uncover sources of future market growth for the Carbonates 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 Carbonates industry in Guatemala, our research will save you time and money while empowering you to make informed, profitable decisions.

The Carbonates 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 Carbonates in Guatemala?
  • What are the major brands in Guatemala?
  • Who are the key consumers of carbonates in Guatemala?
  • How do premium vs. standard vs. economy brands compete for sales and market share?
  • How does the sales performance of domestic manufacturers compare to international brands/manufacturers?

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

This industry report originates from Passport, our Soft Drinks market research database.

Carbonates in Guatemala - Category analysis

HEADLINES

PROSPECTS

Competition has implications for prices
Wider portfolio of sizes and packages
Premiumisation aimed at high-income segment

COMPETITIVE LANDSCAPE

Coca-Cola and Pepsi are leading carbonates brands
Coca-Cola’s rebranding
Private label enters carbonates

CATEGORY DATA

Table 1 Off-trade vs On-trade Sales of Carbonates: Volume 2013-2018
Table 2 Off-trade vs On-trade Sales of Carbonates: Value 2013-2018
Table 3 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2013-2018
Table 4 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2013-2018
Table 5 Off-trade Sales of Carbonates by Category: Volume 2013-2018
Table 6 Off-trade Sales of Carbonates by Category: Value 2013-2018
Table 7 Off-trade Sales of Carbonates by Category: % Volume Growth 2013-2018
Table 8 Off-trade Sales of Carbonates by Category: % Value Growth 2013-2018
Table 9 Sales of Carbonates by Total Fountain On-trade: Volume 2013-2018
Table 10 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2013-2018
Table 11 NBO Company Shares of Off-trade Carbonates: % Volume 2014-2018
Table 12 LBN Brand Shares of Off-trade Carbonates: % Volume 2015-2018
Table 13 NBO Company Shares of Off-trade Carbonates: % Value 2014-2018
Table 14 LBN Brand Shares of Off-trade Carbonates: % Value 2015-2018
Table 15 Forecast Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 16 Forecast Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 17 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 18 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 19 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2018-2023
Table 20 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2018-2023

Soft Drinks in Guatemala - Industry Overview

EXECUTIVE SUMMARY

2018 a positive year for soft drinks in Guatemala
Health trend grows in Guatemala
Soft drinks features both domestic and international companies
New brands bring dynamism to soft drinks
Soft drinks to record stable performance over the forecast period

MARKET DATA

Table 21 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 22 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 23 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 24 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 25 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 26 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 27 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 28 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 29 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 30 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 31 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 32 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 33 Sales of Soft Drinks by Total Fountain On-trade: Volume 2013-2018
Table 34 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2013-2018
Table 35 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 36 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 37 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 38 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 39 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 40 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 41 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 42 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 43 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 44 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 45 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 46 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 47 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 48 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2018-2023
Table 49 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources