Retailing in Guatemala

Retailing in Guatemala

EXECUTIVE SUMMARY

Growth is boosted by the performance of mixed retailers, e-commerce and mobile e-commerce, as well as the growth of convenience stores in the country

Modern grocery retailers are expanding outside of cities, becoming more competitive and more convenient for consumers

Growth is boosted by the performance of mixed retailers, e-commerce and mobile e-commerce, as well as the growth of convenience stores in the country

Shopping centres in Guatemala boost the retailing landscape as these outlets offer food and entertainment, as well as an array of stores in one place

International players continue to expand as global influences shape the retailing landscape

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Summary 1 Standard Opening Hours by Channel Type 2019

Physical retail landscape

Cash and carry

Seasonality

Payments and delivery

Emerging business models

MARKET DATA

Table 1 Sales in Retailing by Store-based vs Non-Store: Value 2014-2019
Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2014-2019
Table 3 Sales in Store-Based Retailing by Channel: Value 2014-2019
Table 4 Sales in Store-Based Retailing by Channel: % Value Growth 2014-2019
Table 5 Store-Based Retailing Outlets by Channel: Units 2014-2019
Table 6 Store-Based Retailing Outlets by Channel: % Unit Growth 2014-2019
Table 7 Sales in Non-Store Retailing by Channel: Value 2014-2019
Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2014-2019
Table 9 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2014-2019
Table 10 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 11 Sales in Non-Grocery Specialists by Channel: Value 2014-2019
Table 12 Sales in Non-Grocery Specialists by Channel: % Value Growth 2014-2019
Table 13 Non-Grocery Specialists Outlets by Channel: Units 2014-2019
Table 14 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2014-2019
Table 15 Retailing GBO Company Shares: % Value 2015-2019
Table 16 Retailing GBN Brand Shares: % Value 2016-2019
Table 17 Store-based Retailing GBO Company Shares: % Value 2015-2019
Table 18 Store-based Retailing GBN Brand Shares: % Value 2016-2019
Table 19 Store-based Retailing LBN Brand Shares: Outlets 2016-2019
Table 20 Non-Store Retailing GBO Company Shares: % Value 2015-2019
Table 21 Non-Store Retailing GBN Brand Shares: % Value 2016-2019
Table 22 Non-Grocery Specialists GBO Company Shares: % Value 2015-2019
Table 23 Non-Grocery Specialists GBN Brand Shares: % Value 2016-2019
Table 24 Non-Grocery Specialists LBN Brand Shares: Outlets 2016-2019
Table 25 Non-Grocery Specialists LBN Brand Shares: Selling Space 2016-2019
Table 26 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2019-2024
Table 27 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2019-2024
Table 28 Forecast Sales in Store-Based Retailing by Channel: Value 2019-2024
Table 29 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2019-2024
Table 30 Forecast Store-Based Retailing Outlets by Channel: Units 2019-2024
Table 31 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2019-2024
Table 32 Forecast Sales in Non-Store Retailing by Channel: Value 2019-2024
Table 33 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2019-2024
Table 34 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 35 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 36 Forecast Sales in Non-Grocery Specialists by Channel: Value 2019-2024
Table 37 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2019-2024
Table 38 Forecast Non-Grocery Specialists Outlets by Channel: Units 2019-2024
Table 39 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2019-2024

CORONAVIRUS (COVID-19)

DEFINITIONS

SOURCES

Summary 2 Research Sources

Modern Grocery Retailers in Guatemala

HEADLINES

PROSPECTS

Positive levels of growth is driven by the expansion of modern grocery retailers

Growth in convenience stores is driven by changing consumer purchasing habits, and the rising population living in smaller apartments, with limited space for bulk goods

Discounters become popular in Guatemala, as consumers appreciate the low-cost items and a wide variety of private label goods

COMPETITIVE LANDSCAPE

Wal-Mart Centroamérica dominates modern grocery retailers, seeing substantial success with its private label line Great Value

La Torre expands its chain of convenience stores, responding to the growing demand for these outlets across Guatemala

PediSuper offers the first e-commerce supermarket, set to threaten modern grocery retailers over the forecast period

CHANNEL DATA

Table 40 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 41 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 42 Sales in Modern Grocery Retailers by Channel: Value 2014-2019
Table 43 Sales in Modern Grocery Retailers by Channel: % Value Growth 2014-2019
Table 44 Modern Grocery Retailers Outlets by Channel: Units 2014-2019
Table 45 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2014-2019
Table 46 Modern Grocery Retailers GBO Company Shares: % Value 2015-2019
Table 47 Modern Grocery Retailers GBN Brand Shares: % Value 2016-2019
Table 48 Modern Grocery Retailers LBN Brand Shares: Outlets 2016-2019
Table 49 Modern Grocery Retailers LBN Brand Shares: Selling Space 2016-2019
Table 50 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 51 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 52 Forecast Sales in Modern Grocery Retailers by Channel: Value 2019-2024
Table 53 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2019-2024
Table 54 Forecast Modern Grocery Retailers Outlets by Channel: Units 2019-2024
Table 55 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2019-2024

Traditional Grocery Retailers in Guatemala

HEADLINES

PROSPECTS

Growth is solid in 2019, however, some mid-high income consumers preference credit card payment systems, found in modern grocery retailers

Traditional grocery retailers benefit from offering a personal service, and good faith store credit

Focusing on specialist items and broadening stock levels will help traditional grocery retailers compete against modern retailers

COMPETITIVE LANDSCAPE

Traditional grocery retailers remains a fragmented landscape, with many players operating from houses

The expansion of convenience stores threatens traditional grocery retailers, who must focus on personalised experiences to remain competitive

Traditional grocery retailers do not invest in marketing and promotional campaigns

CHANNEL DATA

Table 56 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 57 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 58 Traditional Grocery Retailers GBO Company Shares: % Value 2015-2019
Table 59 Traditional Grocery Retailers GBN Brand Shares: % Value 2016-2019
Table 60 Traditional Grocery Retailers LBN Brand Shares: Outlets 2016-2019
Table 61 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2016-2019
Table 62 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 63 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024

Apparel and Footwear Specialist Retailers in Guatemala

HEADLINES

PROSPECTS

Price sensitivity shapes the landscape as low-end players focus on appealing price-points to attract consumers

Urbanisation and the rise of teenagers shopping for apparel and footwear drive growth on the landscape

Premiumisation continues to grow as more international players open stores in the country

COMPETITIVE LANDSCAPE

Zara Guatemala leads apparel and footwear specialist retailers, benefiting from offering different brands to different audiences

Discount footwear chain Payless expands, finding success with price-conscious consumers

Megapaca stores record fast expansion, making luxury goods attainable

CHANNEL DATA

Table 64 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 65 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 66 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2015-2019
Table 67 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2016-2019
Table 68 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2016-2019
Table 69 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2016-2019
Table 70 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 71 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024

Health and Beauty Specialist Retailers in Guatemala

HEADLINES

PROSPECTS

As retailers struggle with the rise of modern grocery and mixed retailers selling similar products, chemists/pharmacies continue to have success

Successful players focus on specific products, as premiumisation is a growing niche in the country

Players add value to their services by offering home delivery to consumers

COMPETITIVE LANDSCAPE

Chained chemists/pharmacies have a competitive advantage, offering lowering prices and value-added services

Bath and Bodyworks enters the landscape in 2019, offering specialised bath offerings to consumers

The global health and wellness trends shifts focus on natural products, and those that promote self-care

CHANNEL DATA

Table 72 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 73 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 74 Sales in Health and Beauty Specialist Retailers by Channel: Value 2014-2019
Table 75 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2014-2019
Table 76 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2015-2019
Table 77 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2016-2019
Table 78 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2016-2019
Table 79 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2016-2019
Table 80 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 81 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 82 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2019-2024
Table 83 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2019-2024

Mixed Retailers in Guatemala

HEADLINES

PROSPECTS

Guatemala City holds the majority of mixed retailers; however, no new outlets were opened during 2019

Variety stores registered the most substantial value growth in 2019, with Dollarcity expanding from Guatemala City, into other urban areas

Department stores benefit from offering a wide array of goods under one roof, being convenient shopping solutions for consumers

COMPETITIVE LANDSCAPE

PriceSmart de Guatemala leads, benefiting from consumers who buy in bulk to get good deals for their homes, or for their businesses

With Sears closing one of its stores, Almacenes Siman competes through highlighting its range of electronic goods

Department stores run marketing and promotional campaigns to remain competitive and drive sales

CHANNEL DATA

Table 84 Mixed Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 85 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 86 Sales in Mixed Retailers by Channel: Value 2014-2019
Table 87 Sales in Mixed Retailers by Channel: % Value Growth 2014-2019
Table 88 Mixed Retailers Outlets by Channel: Units 2014-2019
Table 89 Mixed Retailers Outlets by Channel: % Unit Growth 2014-2019
Table 90 Mixed Retailers GBO Company Shares: % Value 2015-2019
Table 91 Mixed Retailers GBN Brand Shares: % Value 2016-2019
Table 92 Mixed Retailers LBN Brand Shares: Outlets 2016-2019
Table 93 Mixed Retailers LBN Brand Shares: Selling Space 2016-2019
Table 94 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 95 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 96 Forecast Sales in Mixed Retailers by Channel: Value 2019-2024
Table 97 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2019-2024
Table 98 Forecast Mixed Retailers Outlets by Channel: Units 2019-2024
Table 99 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2019-2024

Direct Selling in Guatemala

HEADLINES

PROSPECTS

Growth is boosted by promotions and discounts, as well as new direct sellers, reaching various parts of the country

Office buildings are good sales areas for direct sellers, with many workers also attracted to the proposition of making extra money for themselves

Threats for direct selling include landscape saturation and the increase of products available in modern grocery retailers

COMPETITIVE LANDSCAPE

Productos Avon de Guatemala lead the landscape in 2019, benefiting from a large product portfolio and established reputation

Despite high price points, Herbalife continues to generate solid value sales

Different types of direct sellers emerge, shaking up the competitive landscape as they offer more than health, nutrition or beauty

CHANNEL DATA

Table 100 Direct Selling by Category: Value 2014-2019
Table 101 Direct Selling by Category: % Value Growth 2014-2019
Table 102 Direct Selling GBO Company Shares: % Value 2015-2019
Table 103 Direct Selling GBN Brand Shares: % Value 2016-2019
Table 104 Direct Selling Forecasts by Category: Value 2019-2024
Table 105 Direct Selling Forecasts by Category: % Value Growth 2019-2024

E-Commerce in Guatemala

HEADLINES

PROSPECTS

E-commerce is boosted by the growth of third party players, however domestic sales remain small

As many consumers are still wary of e-commerce payment systems, players try to reduce barriers to promote sales

Growth is seen in food and drink e-commerce, as digital supermarkets become popular, and existing retailers launch their e-commerce platforms

COMPETITIVE LANDSCAPE

E-commerce remains a fragmented landscape as upper-income consumers purchase a host of items from American e-commerce sites

New local player Wup shakes-up the landscape with its online marketplace, allowing consumers to buy and sell

OLX is gaining popularity in Guatemala, allowing consumers to buy and sell goods in a convenient way

CHANNEL DATA

Table 106 E-Commerce by Channel and Category: Value 2014-2019
Table 107 E-Commerce by Channel and Category: % Value Growth 2014-2019
Table 108 Forecast E-Commerce by Channel and Category: Value 2019-2024
Table 109 Forecast E-Commerce by Channel and Category: % Value Growth 2019-2024

Mobile E-Commerce in Guatemala

HEADLINES

PROSPECTS

Consumers have reluctances around mobile e-commerce payments; however mobile apps boost growth

Although smartphone penetration is high, mobile e-commerce is still low in the country

Social media retailing grows in Guatemala, offering quick and easy ordering and home deliveries

COMPETITIVE LANDSCAPE

Mobile e-commerce landscape remains fragmented, and international players like Amazon and eBay lead

Glovo increases in popularity, boosting growth for mobile e-commerce in Guatemala

Domestic apps are being developed for mobile e-commerce, as players also turn to social media to make sales

CHANNEL DATA

Table 110 Mobile E-Commerce: Value 2014-2019
Table 111 Mobile E-Commerce: % Value Growth 2014-2019
Table 112 Mobile E-Commerce Forecasts: Value 2019-2024
Table 113 Mobile E-Commerce Forecasts: % Value Growth 2019-2024

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