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While smoking tobacco remains negligible in Guatemala, cigars and cigarillos is viewed as “high end” or “upscale”, as unit prices are much higher than those of cigarettes. Thus, cigars and cigarillos are too expensive for most consumers in Guatemala and remain niche products.
Mass-media marketing campaigns are non-existent in the category in Guatemala. Most consumers of cigars and cigarillos are loyal to familiar brands and products, although word-of-mouth recommendations can lead to trial purchases of new ones.
Cigarillos is an entry point into this category for many consumers, although retail volume sales remain marginal. As consumers grow to appreciate the flavours offered by cigarillos they are likely to switch to cigars as they age.
Tabacos & Puros Finos is the long-time leader of cigars in Guatemala. However, the domestic manufacturer lost retail volume share steadily over the review period, including 2018, as its key brand Don Pancho faced increasing competition.
Cigars and cigarillos are mainly sold in Guatemala City, especially through tobacco specialists and newsagent-tobacconists/kiosks in shopping centres, stores in the duty-free area of Aeropuerto Internacional La Aurora and hotels/restaurants/bars. Distribution in other parts of the country remains highly limited.
International brands like Romeo y Julieta, Partagás and Montecristo have grown their presence and retail volume shares in Guatemala. The prestige of these brand names appeals to the select base of affluent consumers in the category.
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Discover the latest market trends and uncover sources of future market growth for the Cigars, Cigarillos and Smoking Tobacco industry in Guatemala with research from Euromonitor's team of in-country analysts.
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