Cheese is usually a traditional category with very little innovation. However, different health trends taking in fat-free and lactose-free products, for example, have begun to be seen in some categories, such as soft cheese with products like San Julián Lactose-Free Panela.
Packaged cheese is much more common in Guatemala than unpackaged cheese. There are some artisanal sales of cheese in Guatemala, but usually only among neighbours.
Independent small grocers, within tradition grocery retailers, is the most important distribution channel for cheese in Guatemala. There is very strong penetration of outlets, in both urban and rural areas of the country, which usually sell small, affordable cheese packs, benefiting price-sensitive consumers with restrictive budgets.
Domestic company SA Fábrica de Productos Lácteos Parma has a large product portfolio and is the only company that sells cheese in all the different categories. The company has positioned itself in Guatemala among the best quality brands.
Advertising campaigns for cheese in 2017/2018 utilised television advertisements, printed media, social media, competitions and point-of-sale tastings. Fábrica de Productos Lácteos Parma is among the strongest companies investing in marketing campaigns.
Domestic brands, such as Parma, Superior, Ilgua and Trebolac, lead cheese in Guatemala. The brands have strong distribution and affordable prices, alongside cheese with flavours that are preferred by Guatemalans.
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This industry report originates from Passport, our Packaged Food market research database.