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