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Guatemala

Market research on consumer products, commercial industries, demo...

Market research on consumer products, commercial industries, demographics trends and consumer lifestyles in Guatemala. Includes comprehensive data and analysis, tables and charts, with five-year forecasts.

Country Report

Wine in Guatemala

Jun 2023

Players continued to invest in the expansion of wine in the country in 2022 with this delivering positive results. Wine sales continued growing in total volume terms in 2022, with wine reaching new consumers as well as seeing an increase in per…

USD 1,195
Country Report

Skin Care in Guatemala

May 2023

Belcorp Guatemala SA maintained its lead in skin care in 2022, thanks to the popularity of its three brands targeted to different female consumer audiences: teenagers, young women, and more mature women, with products adapted to suit each consumer…

USD 1,195
Country Report

Gum in Guatemala

Jun 2023

Gum is one of the categories still suffering from the Coronavirus (COVID-19) pandemic’s harsh impact. Despite the full return of consumer mobility, retail volume sales will remain below pre-pandemic levels in 2023. Industry sources note that fewer…

USD 1,195
Country Report

Chocolate Confectionery in Guatemala

Jun 2023

Chocolate confectionery is witnessing slower retail volume and current value growth in 2023, with higher unit prices and inflationary pressure restricting consumption. The initial boost provided by the return of impulse occasions and social…

USD 1,195
Country Report

Spirits in Guatemala

Jun 2023

Industrias Licoreras de Guatemala SA has the widest portfolio of spirits in the country, with popular brands that attract different target audiences, ages, and budgets. For example, within the premium segment the company offers Zacapa Centenario,…

USD 1,195
Country Report

Rtds in Guatemala

Jun 2023

Cervecería Centroamericana SA successfully launched its Karma brand of spirit-based RTDs during the review period. The brand has taken advantage of its lower price positioning (GTQ5 per 350ml unit), a strong distribution reach in modern, traditional…

USD 1,195
Country Report

Oral Care in Guatemala

May 2023

Oral care has recovered from its negative-figure pandemic era sales slump, however, the category is demonstrating only small positive volume growth, with value stronger yet not as robust as it could be. The main challenge for oral care here is the…

USD 1,195
Country Report

Surface Care in Guatemala

Feb 2023

Colgate-Palmolive Centroamerica continued as the outright leader in surface care in 2022, thanks to its three leading brands, Fabuloso, Ajax and Azistin. As competition is fierce in surface care, the company's brands even compete against each other,…

USD 1,195
Country Report

Polishes in Guatemala

Feb 2023

Even though Guatemala is a country with high poverty rates, estimating that 6 out of 10 Guatemalans face deprivation, housing has seen certain improvements. This has been supported by a substantial increase in remittances from the US since 2021 and…

USD 1,195
Country Report

Alcoholic Drinks in Guatemala

Jun 2023

Alcoholic drinks witnessed strong growth in total volume terms in 2022 despite the economic difficulties facing many consumers in Guatemala, some of whom rely on economic support from family living in the US. Sales of alcoholic drinks in Guatemala…

USD 2,450
Country Report

Cigarettes in Guatemala

Jun 2023

Smoking prevalence continues to decline in Guatemala as more consumers quit entirely or migrate to smokeless tobacco alternatives. Fiscal pressure on cigarettes remains high driving up the retail price per pack, which is too costly for many…

USD 1,195
Country Report

Hair Care in Guatemala

May 2023

Procter & Gamble Interamericas de Guatemala Ltd maintained its lead in hair care in 2022, with its leading Pantene and Head & Shoulders brands. While Pantene leads in brand terms in hair care overall, Head & Shoulders is the leading brand in shampoo.…

USD 1,195
Country Report

Retail Tissue in Guatemala

Mar 2023

Since the COVID-19 pandemic started, Guatemalans have taken a growing interest in using paper towels for drying their hands. In the away-from-home segment and consumer’s households there has been an increase in the usage of paper towels, with many…

USD 1,195
Country Report

Toilet Care in Guatemala

Feb 2023

In-cistern devices is experiencing positive growth in Guatemala. Consumers are adopting new formats of in-cistern devices in gel presentations while also maintaining sales of traditional formats. The presence of economy brands, including Flash, Bref,…

USD 1,195
Country Report

Home Care in Guatemala

Feb 2023

The home care market in Guatemala in 2022 developed under unusual and somewhat complex circumstances. For instance, 2022 was the first year after the pandemic had peaked (in 2020 and 2021), which impacted consumer spending habits and in some cases…

USD 2,750
Country Report

Fragrances in Guatemala

May 2023

Both mass and premium fragrances have recovered well from the pandemic era slump, in both value and volume terms. Premium fragrances is an important category within premium beauty and personal care, with Perco SA being a leading player with a very…

USD 1,195
Country Report

Colour Cosmetics in Guatemala

May 2023

Colour cosmetics continued to see positive recovery in 2022, despite certain challenges. One such is that, over 2021 and 2022, trends leaned more towards health and wellbeing than personal image and grooming per se. Furthermore, direct selling is a…

USD 1,195
Country Report

Grocery Retailers in Guatemala

Mar 2023

In 2022, retail value sales of grocery retailers recorded substantial growth. Inflationary pressures were a key contributor to this strong value increase, while volume sales growth decelerated compared to the previous year. Overall, increases in the…

USD 990
Country Report

Home Insecticides in Guatemala

Feb 2023

Spray/aerosol insecticides continued to account for the overwhelming majority of value and volume sales in home insecticides in 2022. Guatemalan consumers consider these products to be safe and effective, and they are found in homes throughout the…

USD 1,195
Country Report

Dishwashing in Guatemala

Feb 2023

While value and volume sales continued to be healthy in 2022, growth slowed from the previous year. The full reopening of society meant people spent less time at home and created less demand to wash dishes. At the end of the review period, value…

USD 1,195
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