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Retailing in Guatemala

April 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Retailing industry in Guatemala with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Convenience Stores
  • Discounters
  • Hypermarkets
  • Supermarkets
  • Traditional Grocery Retailers
  • Apparel and Footwear Specialist Retailers
  • Electronics and Appliance Specialist Retailers
  • Health and Beauty Specialist Retailers
  • Home and Garden Specialist Retailers
  • Department Stores
  • Variety Stores
  • Warehouse Clubs
  • Direct Selling
  • Homeshopping
  • Vending

If you're in the Retailing industry in Guatemala, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Retailing in Guatemala report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Retailing in Guatemala?
  • Which are the leading retailers in Retailing in Guatemala?
  • How are products distributed in Retailing in Guatemala?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in Guatemala?
  • How has the impact of COVID-19 and national lockdown impacted consumer demand?
  • Which formats have benefited the most from stockpiling and enforced home seclusion?
  • How will the wider economic impact of COVID-19 shape the retail landscape in the future?
  • Where is future growth expected to be most dynamic?
Download Table of Contents

Retailing in Guatemala

Retailing in 2021: The big picture
Grocery retailers growing despite pandemic challenges
E-commerce acceleration among retail players
What next for retailing?
Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type 2021
Physical retail landscape
Cash and carry
Seasonality
Bono 14
Mother’s Day
Christmas
Back to School
Payments
Delivery and collections
Emerging business models
Table 1 Sales in Retailing by Store-based vs Non-Store: Value 2016-2021
Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2016-2021
Table 3 Sales in Store-Based Retailing by Channel: Value 2016-2021
Table 4 Sales in Store-Based Retailing by Channel: % Value Growth 2016-2021
Table 5 Store-Based Retailing Outlets by Channel: Units 2016-2021
Table 6 Store-Based Retailing Outlets by Channel: % Unit Growth 2016-2021
Table 7 Sales in Non-Store Retailing by Channel: Value 2016-2021
Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2016-2021
Table 9 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2016-2021
Table 10 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 11 Sales in Non-Grocery Specialists by Channel: Value 2016-2021
Table 12 Sales in Non-Grocery Specialists by Channel: % Value Growth 2016-2021
Table 13 Non-Grocery Specialists Outlets by Channel: Units 2016-2021
Table 14 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2016-2021
Table 15 Retailing GBO Company Shares: % Value 2017-2021
Table 16 Retailing GBN Brand Shares: % Value 2018-2021
Table 17 Store-based Retailing GBO Company Shares: % Value 2017-2021
Table 18 Store-based Retailing GBN Brand Shares: % Value 2018-2021
Table 19 Store-based Retailing LBN Brand Shares: Outlets 2018-2021
Table 20 Non-Store Retailing GBO Company Shares: % Value 2017-2021
Table 21 Non-Store Retailing GBN Brand Shares: % Value 2018-2021
Table 22 Non-Grocery Specialists GBO Company Shares: % Value 2017-2021
Table 23 Non-Grocery Specialists GBN Brand Shares: % Value 2018-2021
Table 24 Non-Grocery Specialists LBN Brand Shares: Outlets 2018-2021
Table 25 Non-Grocery Specialists LBN Brand Shares: Selling Space 2018-2021
Table 26 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2021-2026
Table 27 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2021-2026
Table 28 Forecast Sales in Store-Based Retailing by Channel: Value 2021-2026
Table 29 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2021-2026
Table 30 Forecast Store-Based Retailing Outlets by Channel: Units 2021-2026
Table 31 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2021-2026
Table 32 Forecast Sales in Non-Store Retailing by Channel: Value 2021-2026
Table 33 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2021-2026
Table 34 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 35 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 36 Forecast Sales in Non-Grocery Specialists by Channel: Value 2021-2026
Table 37 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2021-2026
Table 38 Forecast Non-Grocery Specialists Outlets by Channel: Units 2021-2026
Table 39 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2021-2026

DISCLAIMER

Summary 2 Research Sources

Modern Grocery Retailers in Guatemala

KEY DATA FINDINGS

Convenience stores and forecourt retailers see healthy sales in 2021 contrary to the low sales of 2020
Discounters benefit from pandemic in 2021, due to consumers’ price sensitivity
Hypermarkets and supermarkets enable e-commerce capabilities to accelerate business growth in 2021
Geographical expansion set to boost sales of convenience and forecourt retailers during the forecast period
Guatemalans likely to shop more at discounters during the forecast period, due to lower prices
Supermarkets and hypermarkets set to boost sales growth in the forecast period, thanks to a variety of strategies
Table 40 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 41 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 42 Sales in Modern Grocery Retailers by Channel: Value 2016-2021
Table 43 Sales in Modern Grocery Retailers by Channel: % Value Growth 2016-2021
Table 44 Modern Grocery Retailers Outlets by Channel: Units 2016-2021
Table 45 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2016-2021
Table 46 Modern Grocery Retailers GBO Company Shares: % Value 2017-2021
Table 47 Modern Grocery Retailers GBN Brand Shares: % Value 2018-2021
Table 48 Modern Grocery Retailers LBN Brand Shares: Outlets 2018-2021
Table 49 Modern Grocery Retailers LBN Brand Shares: Selling Space 2018-2021
Table 50 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 51 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 52 Forecast Sales in Modern Grocery Retailers by Channel: Value 2021-2026
Table 53 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2021-2026
Table 54 Forecast Modern Grocery Retailers Outlets by Channel: Units 2021-2026
Table 55 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2021-2026

Traditional Grocery Retailers in Guatemala

KEY DATA FINDINGS

Traditional retailers records healthy sales growth in 2021
Competitors launch e-commerce strategies during 2020
Convenience, the winning strategy for traditional grocery retailers during 2020
Sales growth set to continue in the forecast period, thanks to expansion and innovation
Competitors likely to diversify services to guarantee consumer interest during the forecast period
Small grocery retailers receive assistance, ensuring sales growth during the forecast period
Table 56 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 57 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 58 Traditional Grocery Retailers GBO Company Shares: % Value 2017-2021
Table 59 Traditional Grocery Retailers GBN Brand Shares: % Value 2018-2021
Table 60 Traditional Grocery Retailers LBN Brand Shares: Outlets 2018-2021
Table 61 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2018-2021
Table 62 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 63 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

Apparel and Footwear Specialist Retailers in Guatemala

KEY DATA FINDINGS

Apparel and footwear specialist retailers struggle in 2020 due to mall closures
Consumers´ adjust behaviour due to the pandemic, increasing sales during 2021
Return to pre-pandemic lifestyles benefit apparel and footwear specialist retailers in 2021
Urbanisation and young population set to accelerate sales growth during the forecast period
Social media sales likely to gather momentum during the forecast period
Thrift shops expected to compete with apparel and footwear specialist retailers in the forecast period
Table 64 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 65 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 66 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2017-2021
Table 67 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2018-2021
Table 68 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2018-2021
Table 69 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
Table 70 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 71 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

Health and Beauty Specialist Retailers in Guatemala

KEY DATA FINDINGS

Health and beauty specialist retailers profit in 2021 as consumers return to old habits
Sales at beauty specialist retailers and optical goods stores increase in 2021
Retailers directly related to medicine, vitamins and supplements profit in 2020
Consumers likely to focus less on health during the forecast period, slowing sales growth
Vitamins and dietary supplements to remain important during the forecast period
Home shopping to remain important during the forecast period
Table 72 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 73 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 74 Sales in Health and Beauty Specialist Retailers by Channel: Value 2016-2021
Table 75 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2016-2021
Table 76 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2017-2021
Table 77 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2018-2021
Table 78 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2018-2021
Table 79 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
Table 80 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 81 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 82 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2021-2026
Table 83 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2021-2026

Mixed Retailers in Guatemala

KEY DATA FINDINGS

Department store sales rebound in 2021 due to consumers shopping again, while Almacenes Siman starts tempting consumers back
Warehouse clubs overcome supply barriers during 2021 resulting in a rise in sales
Dollarcity continues to see sales growth in 2021, attracting consumers across socioeconomic groups
Siman launches initiatives to rekindle consumers’ lost love during the forecast period
Dollarcity likely to see aggressive outlet expansion during the forecast period
Warehouse clubs set to record healthy sales during the forecast period thanks to its variety of products
Table 84 Mixed Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 85 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 86 Sales in Mixed Retailers by Channel: Value 2016-2021
Table 87 Sales in Mixed Retailers by Channel: % Value Growth 2016-2021
Table 88 Mixed Retailers Outlets by Channel: Units 2016-2021
Table 89 Mixed Retailers Outlets by Channel: % Unit Growth 2016-2021
Table 90 Mixed Retailers GBO Company Shares: % Value 2017-2021
Table 91 Mixed Retailers GBN Brand Shares: % Value 2018-2021
Table 92 Mixed Retailers LBN Brand Shares: Outlets 2018-2021
Table 93 Mixed Retailers LBN Brand Shares: Selling Space 2018-2021
Table 94 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 95 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 96 Forecast Sales in Mixed Retailers by Channel: Value 2021-2026
Table 97 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2021-2026
Table 98 Forecast Mixed Retailers Outlets by Channel: Units 2021-2026
Table 99 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2021-2026

Direct Selling in Guatemala

KEY DATA FINDINGS

Relaxation of restrictions result in a rise in sales in 2021
Alliance with J&J compensates for sales losses during 2020
AGEVD empowers women to continue developing personally and professionally during 2020
Direct selling likely to benefit from social media experience over the forecast period
Partnerships with other players set to boost sales growth during the forecast period
Digital presence set to continue being relevant during the forecast period
Table 100 Direct Selling by Category: Value 2016-2021
Table 101 Direct Selling by Category: % Value Growth 2016-2021
Table 102 Direct Selling GBO Company Shares: % Value 2017-2021
Table 103 Direct Selling GBN Brand Shares: % Value 2018-2021
Table 104 Direct Selling Forecasts by Category: Value 2021-2026
Table 105 Direct Selling Forecasts by Category: % Value Growth 2021-2026

E-Commerce (Goods) in Guatemala

KEY DATA FINDINGS

E-commerce positively affected by COVID-19 as companies invest in infrastructure
Pure e-commerce players benefit from retailers’ lack of investment during the pandemic
Cemaco, the non-grocery specialist, benefits from online presence during the pandemic
E-commerce gains loyal following that will lead to more investment in the channel during the forecast period
Domestic e-commerce sales set to rise during the forecast period as consumers’ habits change
Governmental support and innovations in cash purchases are likely to drive demand for e-commerce during the forecast period.
Table 106 E-Commerce (Goods) by Channel and Category: Value 2016-2021
Table 107 E-Commerce (Goods) by Channel and Category: % Value Growth 2016-2021
Table 108 Forecast E-Commerce (Goods) by Channel and Category: Value 2021-2026
Table 109 Forecast E-Commerce (Goods) by Channel and Category: % Value Growth 2021-2026

Mobile E-Commerce (Goods) in Guatemala

KEY DATA FINDINGS

High mobile phone penetration boosts sales growth in 2021
Social media further supports mobile e-commerce sales during the pandemic
Third party suppliers boost mobile e-commerce sales
Uptake of mobile e-commerce likely to rise during the forecast period, due to rising smartphone penetration
Social media likely to support mobile e-commerce sales during the forecast period
Younger generations set to boost sales during the forecast period, as they are more tech savvy
Table 110 Mobile E-Commerce (Goods): Value 2016-2021
Table 111 Mobile E-Commerce (Goods): % Value Growth 2016-2021
Table 112 Mobile E-Commerce (Goods) Forecasts: Value 2021-2026
Table 113 Mobile E-Commerce (Goods) Forecasts: % Value Growth 2021-2026
The following categories and subcategories are included:

Retailing

      • Apparel and Footwear Specialist Retailers
      • Electronics and Appliance Specialist Retailers
        • Beauty Specialist Retailers
        • Chemists/Pharmacies
        • Optical Goods Stores
        • Drugstores/Parapharmacies
        • Vitamins and Dietary Supplements Specialist Retailers
        • Home Improvement and Gardening Stores
        • Homewares and Home Furnishing Stores
        • Bags and Luggage Specialist Retailers
        • Jewellery and Watch Specialist Retailers
        • Media Products Stores
        • Pet Shops and Superstores
        • Sports Goods Stores
        • Stationers/Office Supply Stores
        • Traditional Toys and Games Stores
      • Other Non-Grocery Specialists
      • Department Stores
      • Mass Merchandisers
      • Variety Stores
      • Warehouse Clubs
      • Luxury Apparel and Footwear Retailers
      • Luxury Bags and Luggage Specialist Retailers
      • Luxury Department Stores
      • Luxury Jewellery and Watch Retailers
      • Off-price Apparel and Footwear Specialist Retailer
      • Off-price Department Stores
      • Apparel and Footwear Direct Selling
      • Beauty and Personal Care Direct Selling
      • Consumer Electronics Direct Selling
      • Consumer Health Direct Selling
      • Consumer Appliances Direct Selling
      • Food and Drink Direct Selling
      • Home Care Direct Selling
      • Home Improvement and Gardening Direct Selling
      • Homewares and Home Furnishings Direct Selling
      • Media Products Direct Selling
      • Personal Accessories and Eyewear Direct Selling
      • Pet Care Direct Selling
      • Traditional Toys and Games Direct Selling
      • Video Games Hardware Direct Selling
      • Other Direct Selling
      • Apparel and Footwear Homeshopping
      • Beauty and Personal Care Homeshopping
      • Consumer Appliances Homeshopping
      • Consumer Electronics Homeshopping
      • Consumer Health Homeshopping
      • Food and Drink Homeshopping
      • Home Care Homeshopping
      • Home Improvement and Gardening Homeshopping
      • Homewares and Home Furnishings Homeshopping
      • Media Products Homeshopping
      • Personal Accessories and Eyewear Homeshopping
      • Pet Care Homeshopping
      • Traditional Toys and Games Homeshopping
      • Video Games Hardware Homeshopping
      • Other Homeshopping
      • Packaged Drinks Vending
      • Snacks Vending
      • Dairy Products and Alternatives Vending
      • Cooking Ingredients and Meals Vending
      • Staple Foods Vending
      • Personal Hygiene Vending
      • Tobacco Vending
      • Hot Drinks Vending
      • Traditional Toys and Games Vending
      • Other Products Vending
      • Mobile E-Commerce (Goods)
        • Foreign E-Commerce (Goods)
        • Domestic E-Commerce (Goods)
        • Apparel and Footwear E-Commerce
        • Beauty and Personal Care E-Commerce
        • Consumer Appliances E-Commerce
        • Consumer Electronics E-Commerce
        • Consumer Health E-Commerce
        • Food and Drink E-Commerce
        • Home Care E-Commerce
        • Home Improvement and Gardening E-Commerce
        • Homewares and Home Furnishings E-Commerce
        • Media Products E-Commerce
        • Personal Accessories and Eyewear E-Commerce
        • Pet Care E-Commerce
        • Traditional Toys and Games E-Commerce
        • Video Games Hardware E-Commerce
        • Other E-Commerce

Retailing

Sales of new and used goods to the general public for personal or household consumption. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts, fuel. Also excludes foodservice, rental and hire and wholesale industries (Cash and Carry). Sales value excluding or including VAT/Sales Tax. Retailing is the aggregation of Store-based retailing and Non-store retailing. Retailing excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, ie retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer which is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retailing. In relation to click and collect purchases (i.e. where purchases are made over the internet but picked up at store) where the sales data is attributed depends on where the payment is made: If payment is made in store, then the sale is included in store-based sales. If payment is made over the internet, then the sale is included in internet retailing.

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