Coffee in Guatemala

PROSPECTS

Coffee tradition remains strong across all socioeconomic groups, due to wide range of products to suit all pockets

Coffee in Guatemala is still a morning tradition, to give a boost to the start of the day. Coffee is drunk by a large consumer base, ranging from the lower to the upper socioeconomic groups.

Increasingly sophisticated tastes of consumers drive premiumisation in coffee

In foodservice, we can see that people are looking for more speciality coffee drinks, like a caramel macchiato, since standard coffee is easy to make and is what most companies provide to employees at consumers’ places of work. So coffee drinkers are seeking a change from the standard coffee and looking for speciality options when visiting foodservice channels such as Starbucks, Café Barista, or &Café.

Consumers happy to pay higher prices for “coffee experiences” in foodservice

Consumers, and especially the Millennial generation, are looking for more of an experience with their coffee. Many speciality coffee boutiques are appearing, whose selling points are based on this concept.

COMPETITIVE LANDSCAPE

Tostaduría Café León continues to lead coffee in current value terms in 2019

Tostaduría Café León SA remains the coffee category leader in current value terms in 2019 and also leads in fresh coffee. Industria de Café SA (INCASA) holds the majority current value share in instant coffee.

Domestic brands maintain a strong presence, thanks to traditional production of coffee in the regions

As Guatemala is a strong coffee producer, domestic brands have a stronger presence in the category than internationals. Local brands such as Café León (fresh coffee) and Incasa (instant coffee) have considerable shares thanks to their long presence in the category, with affordable brands that are very popular among lower-end buyers.

Competition heats up as players aim to appeal to those enjoying speciality coffee in foodservice

Several brands are launching instant coffee mixes to replicate the in-demand, speciality products available in cafés and ‘coffee boutiques’, for example, caramel cappuccino, or chai tea with vanilla. As consumers are seen to be happy to pay more for speciality coffee in foodservice, producers are catering to this trend by releasing similar products coffee-loving consumers can conveniently make at home.

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