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Retailing in
Guatemala

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Executive Summary

Mar 2019
Retailing industry posts single-digit growth in 2018

Despite the challenging macroeconomic environment seen in 2017, 2018 showed a more stable economic situation and allowed the retailing industry to achieve stronger current value growth rates. The channels with the highest growth rates during the year included variety stores and convenience stores, which both benefited from strong expansion in outlets opened, and internet retailing, which is still growing from a very small base.

Shopping centres contribute to the growth of the retailing industry

As urbanisation increases in Guatemala, shopping centres are expanding in both urban and rural areas. Shopping centres are no longer seen as shopping-exclusive outlets, since they are constantly increasing the entertainment and complementary services that they offer to attract more customers, increase the time they spend in the centre, and incentivise more shopping.

Wal-Mart Centroamérica SA leads the retailing industry in Guatemala

Wal-Mart Centroamérica SA continued to be the strongest retailing company in Guatemala in 2018. The company has a large chain of modern grocery retailers including discounters (Despensa Familiar and Maxi Despensa), hypermarkets (Walmart) and supermarkets (Paiz).

International brands gain retailing share

New international brands are being seen in Guatemala as globalisation continues to influence retail. International brands are popular among consumers of all socioeconomic levels but are stronger at the upper end of the market.

Strong forecast period performance expected

The retailing industry is expected to exhibit continued growth driven by urbanisation and increased disposable incomes. Several leading grocery and non-grocery retailers continue to expand in both urban and rural areas of the country.

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Retailing in Guatemala

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Overview

Discover the latest market trends and uncover sources of future market growth for the Retailing industry in Guatemala with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Retailing industry in Guatemala, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Guatemala for free:

The Retailing in Guatemala market research report includes:

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

Our market research reports answer questions such as:

  • How big is the grocery/non-grocery/non-store channel in Guatemala?
  • Who are the leading retailers in Guatemala?
  • How is retailing performing in Guatemala?
  • What is the retailing environment like in Guatemala?
  • Which channels are winning or losing in the fight for consumers’ money?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

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

Retailing in Guatemala

EXECUTIVE SUMMARY

Retailing industry posts single-digit growth in 2018
Shopping centres contribute to the growth of the retailing industry
Wal-Mart Centroamérica SA leads the retailing industry in Guatemala
International brands gain retailing share
Strong forecast period performance expected

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type
Physical retail landscape
Cash and carry
Seasonality
Bono 14
Christmas
Back to School
Payments and delivery
Emerging business models

MARKET DATA

Table 1 Sales in Retailing by Store-based vs Non-Store: Value 2013-2018
Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018
Table 3 Sales in Store-Based Retailing by Channel: Value 2013-2018
Table 4 Sales in Store-Based Retailing by Channel: % Value Growth 2013-2018
Table 5 Store-Based Retailing Outlets by Channel: Units 2013-2018
Table 6 Store-Based Retailing Outlets by Channel: % Unit Growth 2013-2018
Table 7 Sales in Non-Store Retailing by Channel: Value 2013-2018
Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018
Table 9 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018
Table 10 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 11 Sales in Non-Grocery Specialists by Channel: Value 2013-2018
Table 12 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018
Table 13 Non-Grocery Specialists Outlets by Channel: Units 2013-2018
Table 14 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018
Table 15 Retailing GBO Company Shares: % Value 2014-2018
Table 16 Retailing GBN Brand Shares: % Value 2015-2018
Table 17 Store-based Retailing GBO Company Shares: % Value 2014-2018
Table 18 Store-based Retailing GBN Brand Shares: % Value 2015-2018
Table 19 Store-based Retailing LBN Brand Shares: Outlets 2015-2018
Table 20 Non-Store Retailing GBO Company Shares: % Value 2014-2018
Table 21 Non-Store Retailing GBN Brand Shares: % Value 2015-2018
Table 22 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018
Table 23 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018
Table 24 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018
Table 25 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018
Table 26 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 27 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 28 Forecast Sales in Store-Based Retailing by Channel: Value 2018-2023
Table 29 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2018-2023
Table 30 Forecast Store-Based Retailing Outlets by Channel: Units 2018-2023
Table 31 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 32 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 33 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 34 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 35 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 36 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 37 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 38 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 39 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources

Apparel and Footwear Specialist Retailers in Guatemala

HEADLINES

PROSPECTS

Urbanisation drives sales of apparel and footwear
Premiumisation grows with international brands
Price is the strongest driver at the lower end of apparel and footwear

COMPETITIVE LANDSCAPE

Zara Guatemala leads apparel and footwear specialist retailers
Apparel specialist Bulock’s closes 42 stores

CHANNEL DATA

Table 40 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 41 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 42 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2014-2018
Table 43 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2015-2018
Table 44 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2015-2018
Table 45 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2015-2018
Table 46 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 47 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023

Direct Selling in Guatemala

HEADLINES

PROSPECTS

Direct selling achieves stronger penetration than stores
Promotions are strong incentives in direct selling
Microcredits are strong in direct selling

COMPETITIVE LANDSCAPE

Productos Avon de Guatemala leads sales in 2018
New product launches bring dynamism to direct selling
Direct sellers have a wide product portfolio

CHANNEL DATA

Table 48 Direct Selling by Category: Value 2013-2018
Table 49 Direct Selling by Category: % Value Growth 2013-2018
Table 50 Direct Selling GBO Company Shares: % Value 2014-2018
Table 51 Direct Selling GBN Brand Shares: % Value 2015-2018
Table 52 Direct Selling Forecasts by Category: Value 2018-2023
Table 53 Direct Selling Forecasts by Category: % Value Growth 2018-2023

Health and Beauty Specialist Retailers in Guatemala

HEADLINES

PROSPECTS

Premiumisation is a growing niche
Chemists/pharmacies is the most important among health specialist retailers
Home delivery is the most common value-added service

COMPETITIVE LANDSCAPE

Meykos leads health and beauty specialist retailers
Internet retailing begins to grow within health and beauty specialist retailers
Chained chemists/pharmacies have a competitive advantage

CHANNEL DATA

Table 54 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 55 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 56 Sales in Health and Beauty Specialist Retailers by Channel: Value 2013-2018
Table 57 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2013-2018
Table 58 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2014-2018
Table 59 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2015-2018
Table 60 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2015-2018
Table 61 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2015-2018
Table 62 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 63 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 64 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2018-2023
Table 65 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2018-2023

Internet Retailing in Guatemala

HEADLINES

PROSPECTS

Companies try to reduce barriers to promote internet sales
Domestic internet sales begin to grow
Domestic sales are stronger through social media

COMPETITIVE LANDSCAPE

Internet retailing remains fragmented
Domestic internet sales of services are stronger

CHANNEL DATA

Table 66 Internet Retailing by Category: Value 2013-2018
Table 67 Internet Retailing by Category: % Value Growth 2013-2018
Table 68 Internet Retailing Forecasts by Category: Value 2018-2023
Table 69 Internet Retailing Forecasts by Category: % Value Growth 2018-2023

Mixed Retailers in Guatemala

HEADLINES

PROSPECTS

Mixed retailers are concentrated in Guatemala City
Variety stores continues its aggressive expansion rate

COMPETITIVE LANDSCAPE

PriceSmart de Guatemala leads
PriceSmart purchases cross-border internet company
Marketing and promotional campaigns

CHANNEL DATA

Table 70 Mixed Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 71 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 72 Sales in Mixed Retailers by Channel: Value 2013-2018
Table 73 Sales in Mixed Retailers by Channel: % Value Growth 2013-2018
Table 74 Mixed Retailers Outlets by Channel: Units 2013-2018
Table 75 Mixed Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 76 Mixed Retailers GBO Company Shares: % Value 2014-2018
Table 77 Mixed Retailers GBN Brand Shares: % Value 2015-2018
Table 78 Mixed Retailers LBN Brand Shares: Outlets 2015-2018
Table 79 Mixed Retailers LBN Brand Shares: Selling Space 2015-2018
Table 80 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 81 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 82 Forecast Sales in Mixed Retailers by Channel: Value 2018-2023
Table 83 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2018-2023
Table 84 Forecast Mixed Retailers Outlets by Channel: Units 2018-2023
Table 85 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2018-2023

Mobile Internet Retailing in Guatemala

HEADLINES

PROSPECTS

Strong app development drives sales
Despite strong smartphone penetration, mobile internet retailing is low
Social media retailing grows strong in Guatemala

COMPETITIVE LANDSCAPE

Mobile internet retailing remains fragmented
Domestic apps developed for mobile internet retailing

CHANNEL DATA

Table 86 Mobile Internet Retailing: Value 2013-2018
Table 87 Mobile Internet Retailing: % Value Growth 2013-2018
Table 88 Mobile Internet Retailing Forecasts: Value 2018-2023
Table 89 Mobile Internet Retailing Forecasts: % Value Growth 2018-2023

Modern Grocery Retailers in Guatemala

HEADLINES

PROSPECTS

Store expansion is the strongest growth driver
Discounters become more popular in Guatemala
Internet retailing remains negligible

COMPETITIVE LANDSCAPE

Wal-Mart Centroamérica dominates modern grocery retailers
La Torre Express: A new convenience store chain enters
Differentiating selling strategies

CHANNEL DATA

Table 90 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 91 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 92 Sales in Modern Grocery Retailers by Channel: Value 2013-2018
Table 93 Sales in Modern Grocery Retailers by Channel: % Value Growth 2013-2018
Table 94 Modern Grocery Retailers Outlets by Channel: Units 2013-2018
Table 95 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 96 Modern Grocery Retailers GBO Company Shares: % Value 2014-2018
Table 97 Modern Grocery Retailers GBN Brand Shares: % Value 2015-2018
Table 98 Modern Grocery Retailers LBN Brand Shares: Outlets 2015-2018
Table 99 Modern Grocery Retailers LBN Brand Shares: Selling Space 2015-2018
Table 100 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 101 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 102 Forecast Sales in Modern Grocery Retailers by Channel: Value 2018-2023
Table 103 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2018-2023
Table 104 Forecast Modern Grocery Retailers Outlets by Channel: Units 2018-2023
Table 105 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023

Traditional Grocery Retailers in Guatemala

HEADLINES

PROSPECTS

Strong penetration is the channel’s strongest competitive advantage
The importance of traditional retailers is cultural
Chained traditional grocery retailers are mainly urban

COMPETITIVE LANDSCAPE

Traditional grocery retailers remains fragmented
Marketing and promotions are undertaken by bigger traditional grocery retailers

CHANNEL DATA

Table 106 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 107 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 108 Traditional Grocery Retailers GBO Company Shares: % Value 2014-2018
Table 109 Traditional Grocery Retailers GBN Brand Shares: % Value 2015-2018
Table 110 Traditional Grocery Retailers LBN Brand Shares: Outlets 2015-2018
Table 111 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2015-2018
Table 112 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 113 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023