Within confectionery, chocolate products continued to register the strongest growth in 2018 in both retail volume and current value terms. This can be largely attributed to a widening range of economy and mid-priced brands, such as Best XL from Chocolates Best de Guatemala and Tutto from Comercial Pozuelo Guatemala, thus making chocolate more affordable for lower-income consumers.
Standard chocolate confectionery continued to lead sales in Guatemala in 2018 as premium chocolate products were only affordable to a very small group of consumers. Within the standard segment, there is a wide variety of products at different price points so as to cater for the needs of a wide base of low- to upper-income consumers.
In 2018, sales of premium chocolate confectionery continued to grow strongly as many consumers are becoming more knowledgeable about ingredients and manufacturing processes. Premium products are appreciated for their higher quality ingredients and a better sugar/cocoa balance than that offered by standard products.
Ninoshka, an importer and distributor of various brands, including Milky Way and M&M’s, continued to lead chocolate confectionery in 2018, commanding a quarter of overall value sales. The company benefits from a strong distribution network and invests in both marketing campaigns and special displays of its products, thus enabling it to reach a wide consumer base.
Over 2017/2018 chocolate confectionery witnessed various new product launches. In November 2017, Helados Sarita launched Giga, a chocolate bar version of its popular Giga Ice Cream.
Both imported and domestic brands continued to have a strong presence in 2018. Ninoshka led the category with various imported brands, such as Ferrero Rocher and the Mars brands M&M’s, Snickers, Milky Way and Twix, among others, enjoying a strong presence in modern grocery retailers which are used by consumers with higher disposable incomes.
Gum is mainly purchased on impulse in Guatemala, which is why it is always sold next to the checkouts in modern grocery retailers and through special display units in independent small grocers. With regard to independent small grocers in Guatemala, these are usually very small outlets in which all products are stored behind bars, with consumers asking for whatever they need.
Chewing gum remained by far the most popular gum format in Guatemala in 2018 due to being consumed by both children and adults. The chewing gum category also offers a wide selection of sugar-free products, which are becoming more popular as consumers seek to limit both their own sugar intake as well as that of their children.
With regard to flavours, in 2018 mint, berries and other fruits were the most popular, in that order. Mint is preferred by consumers for its breath-freshening qualities.
Kraft Centroamerica continued to dominate gum in Guatemala in 2018. The company imports the international brands Trident, Clorets, Chiclets and Bubbaloo.
Although gum continued to be dominated by Kraft Centroamerica, other international brands was also present in the country, such as Wrigley and Ice Cubes (Compañia Distribuidora), which mainly cater for more affluent consumers. The leading domestic player was Industria Procesadora de Guatemala, although it accounted for only a minor share of sales through its economy brands Mach and Bolita.
New product launches in 2018 were mainly focused on new flavours. Trident was the brand which benefited the most, adding a new Citrus Mix flavour.
Sugar confectionery benefits from Guatemala’s large young population, with children aged between 0-14 accounting for around a 34% share. Sugar confectionery products are also the most affordable impulse and indulgence items, mostly being sold by the unit in independent small grocers, which thus enable these products to reach a wide consumer base.
Being an impulse and indulgence product, independent small grocers remained the leading channel for sugar confectionery in 2018. There are more than 125,000 of these tienditas in Guatemala, and they are accessible both to children and adults in urban and rural areas.
Pastilles, gums, jellies and chews, along with boiled sweets, remained the most popular sugar confectionery products in Guatemala in 2018. There is a wide selection of these products available, with fruit flavours being the most popular.
Sugar confectionery remained a fairly fragmented category in 2018, with “others” accounting for the highest share of retail value sales. Sugar confectionery is also a category in which consumers are not generally loyal to any specific brand or flavour, instead buying on impulse and constantly wanting to try out new products and flavours.
Productora Centroamericana de Alimentos continued to lead sugar confectionery in 2018 through its Colombina brand. The company has a wide product portfolio of different sugar confectionery products, with lollipops being its strongest area.
Domestic manufacturers have a strong presence in sugar confectionery, mainly thanks to offering standard quality products at economy prices. Imported brands tend to be more prevalent at the upper end of the price spectrum and can usually be found near the checkout in modern grocery retailers.
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This industry report originates from Passport, our Packaged Food market research database.