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Soft Drinks in Guatemala

December 2020
USD 2,100
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Overview:

Understand the latest market trends and future growth opportunities for the Soft Drinks 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:

  • Bottled Water
  • Carbonates
  • Concentrates
  • Juice
  • RTD Coffee
  • RTD Tea
  • Energy Drinks
  • Sports Drinks
  • Asian Speciality Drinks

If you're in the Soft Drinks 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 Soft Drinks 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 Soft Drinks in Guatemala?
  • To what extent are health considerations impacting consumption of Soft Drinks in Guatemala?
  • How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
  • How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Soft Drinks in Guatemala?
  • Which are the leading brands in Soft Drinks in Guatemala?
  • What potential exists for multinational or domestic soft drinks companies to expand in Guatemala?
  • How are products distributed in Soft Drinks in Guatemala?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How have home seclusion and social distancing measures following COVID-19 impacted sales of Soft Drinks?
  • How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
  • Where is future growth expected to be most dynamic?

Soft Drinks in Guatemala

EXECUTIVE SUMMARY

COVID-19 impact on soft drinks
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for soft drinks?

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2015-2020 Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2015-2020 Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2015-2020 Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2015-2020 Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2019 Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2019 Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019 Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019 Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2015-2020 Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2015-2020 Table 11 Off-trade Sales of Soft Drinks by Category: Value 2015-2020 Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2015-2020 Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2015-2020 Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2015-2020 Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2020 Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2020 Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2016-2020 Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2017-2020 Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2015-2020 Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2015-2020 Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2015-2020 Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2020 Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025 Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025 Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025 Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025 Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025 Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025 Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2020-2025 Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025 Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025 Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Carbonates in Guatemala

KEY DATA FINDINGS

2020 IMPACT

Carbonates continues to see positive growth thanks to ongoing popularity to Guatemalan consumers
Stronger consumer focus on existing products leads to players cancelling new launches
Pepsi maintains its small lead on Coca-Cola, with both players active in charitable efforts in the country

RECOVERY AND OPPORTUNITIES

Players strategize to boost sales post-lockdown, with the return of new product developments
Reduced consumer spending power calls for a range of economical packaging sizes to meet all budgets
Recovery of on-trade set to boost carbonates as both accompaniments to meals and mixers for alcoholic drinks

CATEGORY DATA

Table 33 Off-trade vs On-trade Sales of Carbonates: Volume 2015-2020 Table 34 Off-trade vs On-trade Sales of Carbonates: Value 2015-2020 Table 35 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2015-2020 Table 36 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2015-2020 Table 37 Off-trade Sales of Carbonates by Category: Volume 2015-2020 Table 38 Off-trade Sales of Carbonates by Category: Value 2015-2020 Table 39 Off-trade Sales of Carbonates by Category: % Volume Growth 2015-2020 Table 40 Off-trade Sales of Carbonates by Category: % Value Growth 2015-2020 Table 41 Sales of Carbonates by Total Fountain On-trade: Volume 2015-2020 Table 42 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2015-2020 Table 43 NBO Company Shares of Off-trade Carbonates: % Volume 2016-2020 Table 44 LBN Brand Shares of Off-trade Carbonates: % Volume 2017-2020 Table 45 NBO Company Shares of Off-trade Carbonates: % Value 2016-2020 Table 46 LBN Brand Shares of Off-trade Carbonates: % Value 2017-2020 Table 47 Forecast Off-trade Sales of Carbonates by Category: Volume 2020-2025 Table 48 Forecast Off-trade Sales of Carbonates by Category: Value 2020-2025 Table 49 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025 Table 50 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025 Table 51 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2020-2025 Table 52 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2020-2025

Juice in Guatemala

KEY DATA FINDINGS

2020 IMPACT

Switch from multi-packs of small cartons for on-the-go occasions, to economy packs of large sizes for home consumption
Players slow down on new product developments and return to traditional flavours
Alimentos Maravilla maintains company lead thanks to strong distribution network, while Livsmart’s Petit brand remains most popular with consumers

RECOVERY AND OPPORTUNITIES

Return to school set to boost small pack sizes and slow down growth of large cartons
Potential for private labels within juice, to meet consumer demand for lower-priced products
New product developments expected in juice drinks and nectars, to revitalise category while keeping prices affordable

CATEGORY DATA

Table 53 Off-trade Sales of Juice by Category: Volume 2015-2020 Table 54 Off-trade Sales of Juice by Category: Value 2015-2020 Table 55 Off-trade Sales of Juice by Category: % Volume Growth 2015-2020 Table 56 Off-trade Sales of Juice by Category: % Value Growth 2015-2020 Table 57 NBO Company Shares of Off-trade Juice: % Volume 2016-2020 Table 58 LBN Brand Shares of Off-trade Juice: % Volume 2017-2020 Table 59 NBO Company Shares of Off-trade Juice: % Value 2016-2020 Table 60 LBN Brand Shares of Off-trade Juice: % Value 2017-2020 Table 61 Forecast Off-trade Sales of Juice by Category: Volume 2020-2025 Table 62 Forecast Off-trade Sales of Juice by Category: Value 2020-2025 Table 63 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2020-2025 Table 64 Forecast Off-trade Sales of Juice by Category: % Value Growth 2020-2025

Bottled Water in Guatemala

KEY DATA FINDINGS

2020 IMPACT

Closures of workplaces impact sales of bottled water and at-home consumption does not sufficiently offset the reduction
Home delivery of bottled water sees challenges due to supply issues with “garrafones” (bottles)
Fábrica de Bebidas Gaseosas Salvavidas maintains its lead, thanks to longevity in the country and varied portfolio of bottled waters

RECOVERY AND OPPORTUNITIES

Stronger sales in bottled water directly linked to rate at which businesses re-open
Innovation in flavoured, functional and carbonated waters to return over forecast period
Affordable price points necessary, as bottled water is seen as a discretionary purchase as opposed to a necessity

CATEGORY DATA

Table 65 Off-trade Sales of Bottled Water by Category: Volume 2015-2020 Table 66 Off-trade Sales of Bottled Water by Category: Value 2015-2020 Table 67 Off-trade Sales of Bottled Water by Category: % Volume Growth 2015-2020 Table 68 Off-trade Sales of Bottled Water by Category: % Value Growth 2015-2020 Table 69 NBO Company Shares of Off-trade Bottled Water: % Volume 2016-2020 Table 70 LBN Brand Shares of Off-trade Bottled Water: % Volume 2017-2020 Table 71 NBO Company Shares of Off-trade Bottled Water: % Value 2016-2020 Table 72 LBN Brand Shares of Off-trade Bottled Water: % Value 2017-2020 Table 73 Forecast Off-trade Sales of Bottled Water by Category: Volume 2020-2025 Table 74 Forecast Off-trade Sales of Bottled Water by Category: Value 2020-2025 Table 75 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025 Table 76 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025

Sports Drinks in Guatemala

KEY DATA FINDINGS

2020 IMPACT

Sports drinks faces challenges due to closures of gymnasiums, restrictions on sporting events, and lower consumer spending power
Ongoing competition from flavoured and functional bottled water
Gatorade maintains its top place thanks to strong brand awareness

RECOVERY AND OPPORTUNITIES

Reopening of gymnasiums and a return to sporting events and activities will boost sports drinks over the forecast period
Innovation expected in functional sports drinks for everyday consumption
Return to promotional activity and advertising alongside sporting events expected over the forecast period

CATEGORY DATA

Table 77 Off-trade Sales of Sports Drinks: Volume 2015-2020 Table 78 Off-trade Sales of Sports Drinks: Value 2015-2020 Table 79 Off-trade Sales of Sports Drinks: % Volume Growth 2015-2020 Table 80 Off-trade Sales of Sports Drinks: % Value Growth 2015-2020 Table 81 NBO Company Shares of Off-trade Sports Drinks: % Volume 2016-2020 Table 82 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2017-2020 Table 83 NBO Company Shares of Off-trade Sports Drinks: % Value 2016-2020 Table 84 LBN Brand Shares of Off-trade Sports Drinks: % Value 2017-2020 Table 85 Forecast Off-trade Sales of Sports Drinks: Volume 2020-2025 Table 86 Forecast Off-trade Sales of Sports Drinks: Value 2020-2025 Table 87 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2020-2025 Table 88 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2020-2025

Energy Drinks in Guatemala

KEY DATA FINDINGS

2020 IMPACT

Energy drinks sees a blow from on-trade closures, but a switch to at-home consumption with young professionals working from home
Trend for lower prices and wider retail availability continues
Domestic player Alimentos Maravilla SA maintains its strong lead with Raptor

RECOVERY AND OPPORTUNITIES

Energy drinks to bounce back with a return to nightclubs and bars
Lower price points remain crucial for growth in energy drinks
Developments in low- and no-sugar variants expected amongst lower priced brands

CATEGORY DATA

Table 89 Off-trade Sales of Energy Drinks: Volume 2015-2020 Table 90 Off-trade Sales of Energy Drinks: Value 2015-2020 Table 91 Off-trade Sales of Energy Drinks: % Volume Growth 2015-2020 Table 92 Off-trade Sales of Energy Drinks: % Value Growth 2015-2020 Table 93 NBO Company Shares of Off-trade Energy Drinks: % Volume 2016-2020 Table 94 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2017-2020 Table 95 NBO Company Shares of Off-trade Energy Drinks: % Value 2016-2020 Table 96 LBN Brand Shares of Off-trade Energy Drinks: % Value 2017-2020 Table 97 Forecast Off-trade Sales of Energy Drinks: Volume 2020-2025 Table 98 Forecast Off-trade Sales of Energy Drinks: Value 2020-2025 Table 99 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025 Table 100 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2020-2025

Concentrates in Guatemala

KEY DATA FINDINGS

2020 IMPACT

Powder concentrates fares better than liquid concentrates, due to lower price points and range of flavours available
Stock shortages seen in small retailers in towns with road blockades
Leading players maintain top places thanks to catering for consumer trends

RECOVERY AND OPPORTUNITIES

Volume growth to revert back to historic figures once lockdowns are lifted
Ongoing innovation expected over the forecast period
Lower consumer incomes benefit concentrates thanks to their affordable price points

CATEGORY DATA

Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format Table 101 Off-trade Sales of Concentrates (RTD) by Category: Volume 2015-2020 Table 102 Off-trade Sales of Concentrates by Category: Value 2015-2020 Table 103 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2015-2020 Table 104 Off-trade Sales of Concentrates by Category: % Value Growth 2015-2020 Table 105 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2016-2020 Table 106 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2017-2020 Table 107 NBO Company Shares of Off-trade Concentrates: % Value 2016-2020 Table 108 LBN Brand Shares of Off-trade Concentrates: % Value 2017-2020 Table 109 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2020 Table 110 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2020 Table 111 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2020 Table 112 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2020 Table 113 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025 Table 114 Forecast Off-trade Sales of Concentrates by Category: Value 2020-2025 Table 115 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025 Table 116 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025

RTD Tea in Guatemala

KEY DATA FINDINGS

2020 IMPACT

RTD tea hit hard by on-trade losses and at-home consumption not strong enough to compensate
Health and wellness trend seen in tea per se does not benefit RTD tea in the country
Lipton remains top brand due to strong brand recognition and consumer loyalty

RECOVERY AND OPPORTUNITIES

Recovery in RTD expected in 2021 as distribution channels recover and consumers make on-the-go purchases
Price will be the most important driver for success of RTD tea over the forecast period
RTD tea may benefit from a healthier positioning, as seen with traditional/herbal tea in hot drinks

CATEGORY DATA

Table 117 Off-trade Sales of RTD Tea by Category: Volume 2015-2020 Table 118 Off-trade Sales of RTD Tea by Category: Value 2015-2020 Table 119 Off-trade Sales of RTD Tea by Category: % Volume Growth 2015-2020 Table 120 Off-trade Sales of RTD Tea by Category: % Value Growth 2015-2020 Table 121 NBO Company Shares of Off-trade RTD Tea: % Volume 2016-2020 Table 122 LBN Brand Shares of Off-trade RTD Tea: % Volume 2017-2020 Table 123 NBO Company Shares of Off-trade RTD Tea: % Value 2016-2020 Table 124 LBN Brand Shares of Off-trade RTD Tea: % Value 2017-2020 Table 125 Forecast Off-trade Sales of RTD Tea by Category: Volume 2020-2025 Table 126 Forecast Off-trade Sales of RTD Tea by Category: Value 2020-2025 Table 127 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2020-2025 Table 128 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2020-2025

RTD Coffee in Guatemala

KEY DATA FINDINGS

2020 IMPACT

RTD coffee faces challenges from lower consumer spending power and lockdowns
Category faces ongoing challenges, from stagnant price points to low product availability
Almost all shares divided between the two top players, with the status quo unlikely to change

RECOVERY AND OPPORTUNITIES

Slow recovery expected as consumers have learned to live without RTD coffee
On-trade establishments to promote own brands of RTD coffee for on-the-go consumption
Potential for speciality RTD coffee to find a niche for at-home consumption

CATEGORY DATA

Table 129 Off-trade Sales of RTD Coffee: Volume 2015-2020 Table 130 Off-trade Sales of RTD Coffee: Value 2015-2020 Table 131 Off-trade Sales of RTD Coffee: % Volume Growth 2015-2020 Table 132 Off-trade Sales of RTD Coffee: % Value Growth 2015-2020 Table 133 NBO Company Shares of Off-trade RTD Coffee: % Volume 2016-2020 Table 134 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2017-2020 Table 135 NBO Company Shares of Off-trade RTD Coffee: % Value 2016-2020 Table 136 LBN Brand Shares of Off-trade RTD Coffee: % Value 2017-2020 Table 137 Forecast Off-trade Sales of RTD Coffee: Volume 2020-2025 Table 138 Forecast Off-trade Sales of RTD Coffee: Value 2020-2025 Table 139 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2020-2025 Table 140 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2020-2025
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This report originates from Passport, our Soft Drinks research and analysis database.

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