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.
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This industry report originates from Passport, our Packaged Food market research database.