Guatemala

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.

Guatemala StatisticsConsumer Lifestyles in GuatemalaGuatemala Country BriefingsFuture Demographics: Guatemala in 2030

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    E-Commerce in Guatemala

    Mar 2021

    E-commerce sales are set to see explosive growth in 2020, and will double its share of total retailing by the end of the year. This is partly exaggerated by its emergence from a low base, and the channel has already been growing at high rates for ...

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    Mixed Retailers in Guatemala

    Mar 2021

    Mixed retailers in Guatemala is set to see a dip in growth in 2020, largely as a result of the pandemic, and within the channel there has been markedly different performances by type. Sales via department stores are set to drop by almost a third over...

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    Modern Grocery Retailers in Guatemala

    Mar 2021

    COVID-19 should in theory have opened significant opportunity for modern grocery retail in Guatemala. The shutdown of foodservice and on-trade outlets in response to the pandemic in mid-march, which meant consumers were compelled to eat most of their...

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    Health and Beauty Specialist Retailers in Guatemala

    Mar 2021

    The pandemic has lifted value sales across health and beauty specialists in 2020, but there has been very significant differences in performance by types of outlet. Consumer health concerns have spiked over the year, unsurprisingly, and as a result ...

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    Mobile E-Commerce in Guatemala

    Mar 2021

    As with e-commerce in general, the pandemic has created a perfect scenario for accelerated growth in mobile e-commerce. The channel is seeing explosive growth in 2020, albeit from a very low base. The rising penetration of smartphones, which are used...

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    Direct Selling in Guatemala

    Mar 2021

    The COVID-19 crisis has had a strongly negative effect on direct selling in Guatemala. Broadly speaking, the channel is dominated by sales of beauty and personal care products, which generate close to two thirds of value sales in a typical year. ...

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    Traditional Grocery Retailers in Guatemala

    Mar 2021

    COVID-19 has seen sales via traditional grocery retailers slow in 2020, despite the apparent opportunities caused by the government’s attempts to manage the virus. More consumers have been taking more meals at home in 2020, thanks to the shutdown of ...

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    Apparel and Footwear Specialist Retailers in Guatemala

    Mar 2021

    Apparel and footwear specialist retailers have been hit especially hard by the pandemic in 2020. The most immediate cause of this collapse in sales was the closure of non-essential retail in March. Although most outlets have gradually been reopening ...

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    Retailing in Guatemala

    Mar 2021

    COVID-19 has slowed retailing growth in Guatemala, although the fact that alternatives to cash-based transactions in physical outlets are still comparatively underdeveloped means that sales through stores less than other more developed countries. ...

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    Juice in Guatemala

    Dec 2020

    Children are a primary consumer audience for juice, with small cartons of juice often accompanying school lunches, along with it being a popular drink at home. The closures of schools in 2020, as a result of COVID-19, mean that consumers have ...

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    Sports Drinks in Guatemala

    Dec 2020

    Sports drinks faces challenges in 2020, due to the closures of gymnasiums and restrictions on sporting events as a result of COVID-19. Sales through convenience stores and forecourt retailers have also fallen, as consumers have been shopping less ...

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    Bottled Water in Guatemala

    Dec 2020

    The closures of workplaces as a result of COVID-19 have reduced the consumption of bottled water in 2020, and at-home consumption has not increased sufficiently in order to offset the reduction. Furthermore, in addition to consumers purchasing ...

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    RTD Coffee in Guatemala

    Dec 2020

    RTD coffee faces challenges in 2020 and sales have been negatively affected by impacts from COVID-19. RTD coffee is a niche in Guatemala, with a rather restricted consumer audience of higher-income consumers who lead busy lives and purchase it as an ...

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    Carbonates in Guatemala

    Dec 2020

    Carbonates remain hugely popular with Guatemalan consumers and it is traditional to drink carbonates with lunch. Pre-COVID-19 this trend was prevalent within workplaces, from construction workers through to office employees and, in 2020, the trend ...

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    RTD Tea in Guatemala

    Dec 2020

    Foodservice closures, which have extended for a long time in Guatemala, have created plummeting volume sales for RTD tea in the country. Although there was some migration to at-home consumption, this did not compensate for the loss in foodservice ...

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    Concentrates in Guatemala

    Dec 2020

    Powder concentrates is faring better than liquid concentrates in 2020, with powder concentrates seeing small growth and liquid concentrates seeing declines in volume terms, and with powder concentrates also seeing stronger growth in value terms, ...

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    Soft Drinks in Guatemala

    Dec 2020

    The impacts from COVID-19 in Guatemala in 2020 have affected categories in soft drinks in different ways. Some categories have seen a shift from on-trade consumption to at-home consumption (such as seen with carbonates), however other categories did ...

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    Energy Drinks in Guatemala

    Dec 2020

    Energy drinks sees different impacts from COVID-19 in 2020. On the one hand, sales though on-trade channels have ceased due to the closures of nightclubs and bars, where energy drinks are used as mixers with alcohol. For example, Red Bull and vodka. ...

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    Tea in Guatemala

    Dec 2020

    Consumption of tea is also negatively impacted by COVID-19 in 2020. On-trade relevance is not nearly as important for tea as it is for coffee in Guatemala (in 2019 around 10% of total volume sales for tea were in on-trade outlets) however, the ...

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    Coffee in Guatemala

    Dec 2020

    Coffee remains a strong morning tradition in Guatemala, which was particularly prevalent in foodservice channels pre-COVID-19. This was thanks to the high number of working consumers purchasing coffee en route to work for when they arrived at the ...

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