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Soft Drinks in
Guatemala

Country Report

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Executive Summary

Mar 2019
2018 a positive year for soft drinks in Guatemala

Soft drinks recorded a stronger performance in off-trade volume terms in Guatemala in 2018, compared to the previous year. It benefited from improved economic and political conditions, which had a direct effect on consumers’ disposable incomes.

Health trend grows in Guatemala

The health trend is also beginning to emerge in Guatemala, which is stronger amongst mid- to high-income consumers who understand the harmful effects of high sugar content in their diets. More natural products with sophisticated flavours and natural healthy ingredients such as chia seeds, are emerging.

Soft drinks features both domestic and international companies

The competitive landscape of soft drinks remained stable in Guatemala, with the presence of both domestic and international companies. Pepsicola Interamericana de Guatemala SA led overall soft drinks in off-trade value terms, with a strong presence in carbonates, bottled water and energy drinks.

New brands bring dynamism to soft drinks

2018 was a strong year in terms of new brands and products launched in soft drinks in Guatemala. At the beginning of the year, two domestic flavoured carbonated bottled water brands were launched: Salvavidas Sparkling (Fábrica de Bebidas Gaseosas Salvavidas) and Salutaris Sparkling (Pepsicola Interamericana de Guatemala).

Soft drinks to record stable performance over the forecast period

Soft drinks is predicted to record a stable performance over the forecast period. While urban lifestyles accelerate, the market is expected to provide an attractive solution for those individuals that prefer to spend more time on other activities, rather than preparing their own beverages.

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Soft Drinks in Guatemala

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Overview

Discover the latest market trends and uncover sources of future market growth for the Soft Drinks 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 Soft Drinks 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 Soft Drinks in Guatemala market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Soft Drinks in Guatemala?
  • What are the major brands in Guatemala?
  • What potential exists for multinational vs. local soft drinks companies looking to increase market share?
  • How have changing social attitudes affected soft drink sales?
  • How have sustainability issues; such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, affected the soft drink industry?

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 Soft Drinks market research database.

Soft Drinks in Guatemala

EXECUTIVE SUMMARY

2018 a positive year for soft drinks in Guatemala
Health trend grows in Guatemala
Soft drinks features both domestic and international companies
New brands bring dynamism to soft drinks
Soft drinks to record stable performance over the forecast period

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2013-2018
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2013-2018
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 19 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 24 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 25 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 26 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 27 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 28 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2018-2023
Table 29 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources

Bottled Water in Guatemala

HEADLINES

PROSPECTS

Appearance of economy brands drives sales
Rural areas struggle to access fresh water supply
Still bottled water dominates off-trade volume sales

COMPETITIVE LANDSCAPE

Salvavidas retains strong leadership of brands
Private label enters bottled water
New product launches

CATEGORY DATA

Table 30 Off-trade Sales of Bottled Water by Category: Volume 2013-2018
Table 31 Off-trade Sales of Bottled Water by Category: Value 2013-2018
Table 32 Off-trade Sales of Bottled Water by Category: % Volume Growth 2013-2018
Table 33 Off-trade Sales of Bottled Water by Category: % Value Growth 2013-2018
Table 34 NBO Company Shares of Off-trade Bottled Water: % Volume 2014-2018
Table 35 LBN Brand Shares of Off-trade Bottled Water: % Volume 2015-2018
Table 36 NBO Company Shares of Off-trade Bottled Water: % Value 2014-2018
Table 37 LBN Brand Shares of Off-trade Bottled Water: % Value 2015-2018
Table 38 Forecast Off-trade Sales of Bottled Water by Category: Volume 2018-2023
Table 39 Forecast Off-trade Sales of Bottled Water by Category: Value 2018-2023
Table 40 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
Table 41 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023

Carbonates in Guatemala

HEADLINES

PROSPECTS

Competition has implications for prices
Wider portfolio of sizes and packages
Premiumisation aimed at high-income segment

COMPETITIVE LANDSCAPE

Coca-Cola and Pepsi are leading carbonates brands
Coca-Cola’s rebranding
Private label enters carbonates

CATEGORY DATA

Table 42 Off-trade vs On-trade Sales of Carbonates: Volume 2013-2018
Table 43 Off-trade vs On-trade Sales of Carbonates: Value 2013-2018
Table 44 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2013-2018
Table 45 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2013-2018
Table 46 Off-trade Sales of Carbonates by Category: Volume 2013-2018
Table 47 Off-trade Sales of Carbonates by Category: Value 2013-2018
Table 48 Off-trade Sales of Carbonates by Category: % Volume Growth 2013-2018
Table 49 Off-trade Sales of Carbonates by Category: % Value Growth 2013-2018
Table 50 Sales of Carbonates by Total Fountain On-trade: Volume 2013-2018
Table 51 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2013-2018
Table 52 NBO Company Shares of Off-trade Carbonates: % Volume 2014-2018
Table 53 LBN Brand Shares of Off-trade Carbonates: % Volume 2015-2018
Table 54 NBO Company Shares of Off-trade Carbonates: % Value 2014-2018
Table 55 LBN Brand Shares of Off-trade Carbonates: % Value 2015-2018
Table 56 Forecast Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 57 Forecast Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 58 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 59 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 60 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2018-2023
Table 61 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2018-2023

Concentrates in Guatemala

HEADLINES

PROSPECTS

Concentrates remains a mature category
Independent small grocers drives sales of concentrates
Concentrates attempts to join the health trend

COMPETITIVE LANDSCAPE

Tight competition between the two leading players
New flavour launches
New brands emerge

CATEGORY DATA

Concentrates Conversions
Summary 2 Concentrates Conversion Factors for ReadytoDrink (RTD) Format
Table 62 Off-trade Sales of Concentrates (RTD) by Category: Volume 2013-2018
Table 63 Off-trade Sales of Concentrates by Category: Value 2013-2018
Table 64 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2013-2018
Table 65 Off-trade Sales of Concentrates by Category: % Value Growth 2013-2018
Table 66 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2014-2018
Table 67 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2015-2018
Table 68 NBO Company Shares of Off-trade Concentrates: % Value 2014-2018
Table 69 LBN Brand Shares of Off-trade Concentrates: % Value 2015-2018
Table 70 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2014-2018
Table 71 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2015-2018
Table 72 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2014-2018
Table 73 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2015-2018
Table 74 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 75 Forecast Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 76 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 77 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023

Energy Drinks in Guatemala

HEADLINES

PROSPECTS

Low unit price increases allow stronger volume growth
Competition from substitute products remains strong
Red Bull the on-trade brand

COMPETITIVE LANDSCAPE

Alimentos Maravilla strengthens lead
Innovation remains low
Marketing campaigns

CATEGORY DATA

Table 78 Off-trade Sales of Energy Drinks: Volume 2013-2018
Table 79 Off-trade Sales of Energy Drinks: Value 2013-2018
Table 80 Off-trade Sales of Energy Drinks: % Volume Growth 2013-2018
Table 81 Off-trade Sales of Energy Drinks: % Value Growth 2013-2018
Table 82 NBO Company Shares of Off-trade Energy Drinks: % Volume 2014-2018
Table 83 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2015-2018
Table 84 NBO Company Shares of Off-trade Energy Drinks: % Value 2014-2018
Table 85 LBN Brand Shares of Off-trade Energy Drinks: % Value 2015-2018
Table 86 Forecast Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 87 Forecast Off-trade Sales of Energy Drinks: Value 2018-2023
Table 88 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 89 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2018-2023

Juice in Guatemala

HEADLINES

PROSPECTS

Health trend grows in Guatemala
Taste preferences become increasingly exotic

COMPETITIVE LANDSCAPE

Alimentos Maravilla strengthens lead
New product launches focus on flavours
Private label enters niche

CATEGORY DATA

Table 90 Off-trade Sales of Juice by Category: Volume 2013-2018
Table 91 Off-trade Sales of Juice by Category: Value 2013-2018
Table 92 Off-trade Sales of Juice by Category: % Volume Growth 2013-2018
Table 93 Off-trade Sales of Juice by Category: % Value Growth 2013-2018
Table 94 NBO Company Shares of Off-trade Juice: % Volume 2014-2018
Table 95 LBN Brand Shares of Off-trade Juice: % Volume 2015-2018
Table 96 NBO Company Shares of Off-trade Juice: % Value 2014-2018
Table 97 LBN Brand Shares of Off-trade Juice: % Value 2015-2018
Table 98 Forecast Off-trade Sales of Juice by Category: Volume 2018-2023
Table 99 Forecast Off-trade Sales of Juice by Category: Value 2018-2023
Table 100 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2018-2023
Table 101 Forecast Off-trade Sales of Juice by Category: % Value Growth 2018-2023

RTD Coffee in Guatemala

HEADLINES

PROSPECTS

RTD coffee remains small category
Café Ole changes pricing strategy
Millennials comprise main consumers of RTD coffee

COMPETITIVE LANDSCAPE

Starbucks Frappuccino leads RTD coffee
Innovation in the category
Domestic and private label remain negligible

CATEGORY DATA

Table 102 Off-trade Sales of RTD Coffee: Volume 2013-2018
Table 103 Off-trade Sales of RTD Coffee: Value 2013-2018
Table 104 Off-trade Sales of RTD Coffee: % Volume Growth 2013-2018
Table 105 Off-trade Sales of RTD Coffee: % Value Growth 2013-2018
Table 106 NBO Company Shares of Off-trade RTD Coffee: % Volume 2014-2018
Table 107 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2015-2018
Table 108 NBO Company Shares of Off-trade RTD Coffee: % Value 2014-2018
Table 109 LBN Brand Shares of Off-trade RTD Coffee: % Value 2015-2018
Table 110 Forecast Off-trade Sales of RTD Coffee: Volume 2018-2023
Table 111 Forecast Off-trade Sales of RTD Coffee: Value 2018-2023
Table 112 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2018-2023
Table 113 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2018-2023

RTD Tea in Guatemala

HEADLINES

PROSPECTS

Unit prices continue to decline
Innovation stronger among premium brands
Distribution spans traditional and modern retailers

COMPETITIVE LANDSCAPE

Lipton continues to dominate RTD tea
Innovation is low
International brands are the most representative

CATEGORY DATA

Table 114 Off-trade Sales of RTD Tea by Category: Volume 2013-2018
Table 115 Off-trade Sales of RTD Tea by Category: Value 2013-2018
Table 116 Off-trade Sales of RTD Tea by Category: % Volume Growth 2013-2018
Table 117 Off-trade Sales of RTD Tea by Category: % Value Growth 2013-2018
Table 118 NBO Company Shares of Off-trade RTD Tea: % Volume 2014-2018
Table 119 LBN Brand Shares of Off-trade RTD Tea: % Volume 2015-2018
Table 120 NBO Company Shares of Off-trade RTD Tea: % Value 2014-2018
Table 121 LBN Brand Shares of Off-trade RTD Tea: % Value 2015-2018
Table 122 Forecast Off-trade Sales of RTD Tea by Category: Volume 2018-2023
Table 123 Forecast Off-trade Sales of RTD Tea by Category: Value 2018-2023
Table 124 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
Table 125 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023

Sports Drinks in Guatemala

HEADLINES

PROSPECTS

New product launches offer greater variety to consumers
Consumer base continues to expand
Strong competition from substitute products

COMPETITIVE LANDSCAPE

Embotelladora Centroamericana SA strengthens leadership
Marketing campaigns focus on FIFA World Cup
Packaging innovation boosts economy brands.

CATEGORY DATA

Table 126 Off-trade Sales of Sports Drinks: Volume 2013-2018
Table 127 Off-trade Sales of Sports Drinks: Value 2013-2018
Table 128 Off-trade Sales of Sports Drinks: % Volume Growth 2013-2018
Table 129 Off-trade Sales of Sports Drinks: % Value Growth 2013-2018
Table 130 NBO Company Shares of Off-trade Sports Drinks: % Volume 2014-2018
Table 131 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2015-2018
Table 132 NBO Company Shares of Off-trade Sports Drinks: % Value 2014-2018
Table 133 LBN Brand Shares of Off-trade Sports Drinks: % Value 2015-2018
Table 134 Forecast Off-trade Sales of Sports Drinks: Volume 2018-2023
Table 135 Forecast Off-trade Sales of Sports Drinks: Value 2018-2023
Table 136 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
Table 137 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2018-2023