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.
In 2018, several brands began to introduce new flexible packaging for shelf stable milk, such as Dos Pinos and Foremost. This packaging is much more affordable than the traditional Tetra Pak, allowing shelf stable milk to offer more competitive prices and capture Guatemala’s largest consumer base in the lower-to-middle economic stratum where consumers are very price-sensitive and continuously look to save money due to their tight budgets.
In Guatemala, there are some brands that are positioned as milk but are generating controversy because they are not 100% milk, but actually “combined dairy products”, also called dairy formulas. This means that they are made from milk components with the addition of other ingredients such as water and vegetable fats, making them cheaper than milk.
Both fresh and shelf stable milk are embraced by consumers although the shelf stable option is considered more convenient. Fresh milk needs refrigerated storage, which deters many consumers from purchasing it, even though it is actually cheaper than long-life options.
Nestlé Guatemala SA is the owner of the Nido and Anchor brands, with which it leads drinking milk products in Guatemala. The company has a wide product portfolio of powder milk in different packages and sizes that allow it to reach a wide consumer base.
Drinking milk products is a mature category that competes for sales among consumers who are price-sensitive and willing to switch between brands if they perceive small price differences. Marketing campaigns are therefore not very strong, as companies focus on offering competitive prices.
New product launches were seen in drinking milk products in 2017-2018, the most important being the new plastic bag packaging from Dos Pinos and Foremost for their shelf stable milk. SA Distribuidora Dos Pinos, the dominant player in shelf stable milk, also launched Dos Pinos 1% Skimmed Milk.
Yoghurt is not considered a traditional product in Guatemala. However, it saw consistent strong growth over the review period.
Yoghurt in Guatemala is consumed in a variety of ways. It is commonly eaten during breakfast, often with a fresh fruit topping, or included in smoothies.
Sales of unpackaged yoghurt are negligible in Guatemala. There are several artisanal producers that sell their products on a smaller scale, focusing on farmers’ markets or home delivery.
Danone Guatemala Ltd has several leading brands, including Danone, Activia, Vitalinea and Oikos. Its brands are all positioned as healthy yoghurt and offer value-added benefits such as being sugar-free, helping digestion, and providing more protein per serving.
As yoghurt continues to see fast growth, new product launches are common. In July 2017, SA Industrias Lácteas launched Gaymont Jr, a smaller yoghurt for children that also contains breakfast cereals.
During the review period, there was growing differentiation between price bands in yoghurt. Products with a more premium positioning include Greek versions, imported brands, some fruited brands, and most yoghurt with a functional positioning.
Other dairy is a small and mature category in Guatemala. There are several categories, such as condensed milk, that only have a small number of players, and none has shown any innovation in several years.
Independent small grocers is the most important distribution channel for other dairy in Guatemala, especially by selling cream, a product that is considered a staple among homes in all economic strata of the country. The strong penetration that these products have, in both urban and rural areas of the country, allows them to reach consumers easily.
Coffee whitener products in Guatemala are only available in powder format which does not require refrigeration, thus catering to a wide consumer base. There is a wide range of international brands such as Coffee Mate and Borden.
International company Nestlé Guatemala SA continued to be the leading player of other dairy in 2018. It dominates both condensed milk (Ideal and La Lechera) and coffee whiteners (Coffee Mate).
Domestic brands are more prevalent in staple products such as cream, where there are strong brands such as Parma and Superior and many artisanal brands with limited distribution, although this makes cream highly fragmented. International brands are more prevalent in other categories such as condensed milk and coffee whiteners, where there is no domestic production.
The majority of brands in other dairy are standard brands such as Parma, Superior, Coffee Mate and La Lechera. Prices are very competitive among these products since consumers easily switch between brands when they wish to save money.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
Delivery: Files are delivered directly into your account within a few minutes of purchase.
Discover the latest market trends and uncover sources of future market growth for the Dairy 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 Dairy industry in Guatemala, our research will save you time and money while empowering you to make informed, profitable decisions.
The Dairy in Guatemala market research report includes:
Our market research reports answer questions such as:
Why buy this report?
This industry report originates from Passport, our Packaged Food market research database.