Soft Drinks in Guatemala

Soft Drinks in Guatemala

EXECUTIVE SUMMARY

Soft drinks continues to enjoy positive growth, thanks to main drivers of affordability, availability and convenience

Consumers’ demand for new flavours and healthier options driving innovation trends in soft drinks

Leading players benefit from active marketing and strong brand awareness

Domestic players and private label gaining share with innovation and investment

Stable growth expected to continue, as players follow trends and meet consumer demands

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2014-2019
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2014-2019
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2014-2019
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2014-2019
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 2014-2019
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2014-2019
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2014-2019
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2014-2019
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2014-2019
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2014-2019
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2019
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2019
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2015-2019
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2016-2019
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2014-2019
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2014-2019
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2014-2019
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2019
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2019-2024
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2019-2024
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2019-2024
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2019-2024
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2019-2024
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2019-2024
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2019-2024
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2019-2024
Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2019-2024
Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2019-2024

DEFINITIONS

SOURCES

Summary 1 Research Sources

Bottled Water in Guatemala

HEADLINES

PROSPECTS

Bottled water boosted by health and wellness trends in both off-trade and on-trade

Popularity of flavoured bottled water attracting new entrants

Continued innovation in packaging set to further boost sales and reposition bottled water as a lunchbox drink

COMPETITIVE LANDSCAPE

Fábrica de Bebidas Gaseosas Salvavidas benefits from consumer trust and economy products

Players continue to innovate in flavoured bottled water as consumer demand increases

Premiumisation trends will remain niche, with little impact overall

CATEGORY DATA

Table 33 Off-trade Sales of Bottled Water by Category: Volume 2014-2019
Table 34 Off-trade Sales of Bottled Water by Category: Value 2014-2019
Table 35 Off-trade Sales of Bottled Water by Category: % Volume Growth 2014-2019
Table 36 Off-trade Sales of Bottled Water by Category: % Value Growth 2014-2019
Table 37 NBO Company Shares of Off-trade Bottled Water: % Volume 2015-2019
Table 38 LBN Brand Shares of Off-trade Bottled Water: % Volume 2016-2019
Table 39 NBO Company Shares of Off-trade Bottled Water: % Value 2015-2019
Table 40 LBN Brand Shares of Off-trade Bottled Water: % Value 2016-2019
Table 41 Forecast Off-trade Sales of Bottled Water by Category: Volume 2019-2024
Table 42 Forecast Off-trade Sales of Bottled Water by Category: Value 2019-2024
Table 43 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2019-2024
Table 44 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2019-2024

Carbonates in Guatemala

HEADLINES

PROSPECTS

Ongoing price promotions and traditional consumer popularity keeps growth strong

Price competition strives to help the category compete with healthier options

Trend for low sugar options is not impacting volume or sales in carbonates, due to high unit prices for healthy premium products

COMPETITIVE LANDSCAPE

Pepsicola and Coca-Cola lead thanks to strong marketing and promotions campaigns, alongside global recognition

Coca-Cola wins brand value share in 2019 thanks to rebranding into Spanish language

Domestic player La Fortuna opens local factory, offering a wide variety of flavours at low prices

CATEGORY DATA

Table 45 Off-trade vs On-trade Sales of Carbonates: Volume 2014-2019
Table 46 Off-trade vs On-trade Sales of Carbonates: Value 2014-2019
Table 47 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2014-2019
Table 48 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2014-2019
Table 49 Off-trade Sales of Carbonates by Category: Volume 2014-2019
Table 50 Off-trade Sales of Carbonates by Category: Value 2014-2019
Table 51 Off-trade Sales of Carbonates by Category: % Volume Growth 2014-2019
Table 52 Off-trade Sales of Carbonates by Category: % Value Growth 2014-2019
Table 53 Sales of Carbonates by Total Fountain On-trade: Volume 2014-2019
Table 54 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2014-2019
Table 55 NBO Company Shares of Off-trade Carbonates: % Volume 2015-2019
Table 56 LBN Brand Shares of Off-trade Carbonates: % Volume 2016-2019
Table 57 NBO Company Shares of Off-trade Carbonates: % Value 2015-2019
Table 58 LBN Brand Shares of Off-trade Carbonates: % Value 2016-2019
Table 59 Forecast Off-trade Sales of Carbonates by Category: Volume 2019-2024
Table 60 Forecast Off-trade Sales of Carbonates by Category: Value 2019-2024
Table 61 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2019-2024
Table 62 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2019-2024
Table 63 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2019-2024
Table 64 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2019-2024

Concentrates in Guatemala

HEADLINES

PROSPECTS

Convenience and availability remain main drivers for mature category

Powder concentrates appeal to lower-income consumers due to ease of storage, affordability and healthy innovation

Flavour innovations in concentrates demanded by consumers with increasingly sophisticated tastes

COMPETITIVE LANDSCAPE

Productos Alimenticios Centroamericanos maintains lead thanks to consumer loyalty to B&B

Newcomer Quala sees massive growth thanks to popularity of its flavour innovations

Toki appeals to price-sensitive consumers with a higher dissolution ratio for traditional grocery retailers

CATEGORY DATA

Concentrates Conversions

Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 65 Off-trade Sales of Concentrates (RTD) by Category: Volume 2014-2019
Table 66 Off-trade Sales of Concentrates by Category: Value 2014-2019
Table 67 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2014-2019
Table 68 Off-trade Sales of Concentrates by Category: % Value Growth 2014-2019
Table 69 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2015-2019
Table 70 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2016-2019
Table 71 NBO Company Shares of Off-trade Concentrates: % Value 2015-2019
Table 72 LBN Brand Shares of Off-trade Concentrates: % Value 2016-2019
Table 73 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2015-2019
Table 74 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2019
Table 75 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2015-2019
Table 76 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2019
Table 77 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2019-2024
Table 78 Forecast Off-trade Sales of Concentrates by Category: Value 2019-2024
Table 79 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2019-2024
Table 80 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2019-2024

Energy Drinks in Guatemala

HEADLINES

PROSPECTS

Consumer lifestyles and nocturnal working hours drive off-trade current value and volume growth

Players offer low-and-no-sugar options to compete with healthier beverage options and meet health and wellness trends

On-the-go smaller pack options prove a hit with busy consumers

COMPETITIVE LANDSCAPE

Affordability and availability keep Raptor in the lead in energy drinks

Raptor takes to social media to keep the brand fresh in consumers’ minds

Red Bull remains small, restricted by image as an on-trade drinks mixer

CATEGORY DATA

Table 81 Off-trade Sales of Energy Drinks: Volume 2014-2019
Table 82 Off-trade Sales of Energy Drinks: Value 2014-2019
Table 83 Off-trade Sales of Energy Drinks: % Volume Growth 2014-2019
Table 84 Off-trade Sales of Energy Drinks: % Value Growth 2014-2019
Table 85 NBO Company Shares of Off-trade Energy Drinks: % Volume 2015-2019
Table 86 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2016-2019
Table 87 NBO Company Shares of Off-trade Energy Drinks: % Value 2015-2019
Table 88 LBN Brand Shares of Off-trade Energy Drinks: % Value 2016-2019
Table 89 Forecast Off-trade Sales of Energy Drinks: Volume 2019-2024
Table 90 Forecast Off-trade Sales of Energy Drinks: Value 2019-2024
Table 91 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2019-2024
Table 92 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2019-2024

Juice in Guatemala

HEADLINES

PROSPECTS

Children remain key consumer base for juice, while innovation focuses on flavours and low-sugar options

Lower prices in carbonates pose some threat, as juice becomes more expensive and carbonates more accessible

Traditional tastes and strong domestic brand recognition help juice maintain momentum

COMPETITIVE LANDSCAPE

Alimentos Maravilla gains share thanks to wide portfolio, leading brands, strong distribution and marketing

LivSmart benefits from expanding its Petit range of flavours and new factory

Innovation in healthier products, as players woo higher-income consumers seeking premium options

CATEGORY DATA

Table 93 Off-trade Sales of Juice by Category: Volume 2014-2019
Table 94 Off-trade Sales of Juice by Category: Value 2014-2019
Table 95 Off-trade Sales of Juice by Category: % Volume Growth 2014-2019
Table 96 Off-trade Sales of Juice by Category: % Value Growth 2014-2019
Table 97 NBO Company Shares of Off-trade Juice: % Volume 2015-2019
Table 98 LBN Brand Shares of Off-trade Juice: % Volume 2016-2019
Table 99 NBO Company Shares of Off-trade Juice: % Value 2015-2019
Table 100 LBN Brand Shares of Off-trade Juice: % Value 2016-2019
Table 101 Forecast Off-trade Sales of Juice by Category: Volume 2019-2024
Table 102 Forecast Off-trade Sales of Juice by Category: Value 2019-2024
Table 103 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2019-2024
Table 104 Forecast Off-trade Sales of Juice by Category: % Value Growth 2019-2024

RTD Coffee in Guatemala

HEADLINES

PROSPECTS

RTD coffee remains niche, supported in growth by higher-income consumers

Lack of brands hinders stronger sales

RTD coffee wins most sales with affluent consumers with on-the-go lifestyles

COMPETITIVE LANDSCAPE

Relative newcomer Starbucks retains lead due to global renown but loses share slightly to Café Olé

Café Britt’s departure opens up opportunities for Starbucks

Urbanisation and rising incomes boost sales via supermarkets and modern grocery retailers

CATEGORY DATA

Table 105 Off-trade Sales of RTD Coffee: Volume 2014-2019
Table 106 Off-trade Sales of RTD Coffee: Value 2014-2019
Table 107 Off-trade Sales of RTD Coffee: % Volume Growth 2014-2019
Table 108 Off-trade Sales of RTD Coffee: % Value Growth 2014-2019
Table 109 NBO Company Shares of Off-trade RTD Coffee: % Volume 2015-2019
Table 110 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2016-2019
Table 111 NBO Company Shares of Off-trade RTD Coffee: % Value 2015-2019
Table 112 LBN Brand Shares of Off-trade RTD Coffee: % Value 2016-2019
Table 113 Forecast Off-trade Sales of RTD Coffee: Volume 2019-2024
Table 114 Forecast Off-trade Sales of RTD Coffee: Value 2019-2024
Table 115 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2019-2024
Table 116 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2019-2024

RTD Tea in Guatemala

HEADLINES

PROSPECTS

Convenience and availability remain key drivers of RTD tea’s ongoing growth

Consumers demand more new flavours, however innovation is stronger amongst premium imported brands

Consumers willing to pay more for less sugar, with players happy to meet demand

COMPETITIVE LANDSCAPE

Pepsicola continues to dominate, thanks to customer loyalty to Lipton

Consumers kept sweet with innovation in flavours, as players concentrate on expanding existing portfolios

Economy pack sizes appeal to wider consumer base

CATEGORY DATA

Table 117 Off-trade Sales of RTD Tea by Category: Volume 2014-2019
Table 118 Off-trade Sales of RTD Tea by Category: Value 2014-2019
Table 119 Off-trade Sales of RTD Tea by Category: % Volume Growth 2014-2019
Table 120 Off-trade Sales of RTD Tea by Category: % Value Growth 2014-2019
Table 121 NBO Company Shares of Off-trade RTD Tea: % Volume 2015-2019
Table 122 LBN Brand Shares of Off-trade RTD Tea: % Volume 2016-2019
Table 123 NBO Company Shares of Off-trade RTD Tea: % Value 2015-2019
Table 124 LBN Brand Shares of Off-trade RTD Tea: % Value 2016-2019
Table 125 Forecast Off-trade Sales of RTD Tea by Category: Volume 2019-2024
Table 126 Forecast Off-trade Sales of RTD Tea by Category: Value 2019-2024
Table 127 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2019-2024
Table 128 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2019-2024

Sports Drinks in Guatemala

HEADLINES

PROSPECTS

Promotional activities vital to maintain growth of niche sports drinks

Affordable gymnasiums may attract more consumers to sports drinks, but a threat may come from bottled water due to price sensitivity

Continued innovation in terms of health properties and pack sizes will support growth

COMPETITIVE LANDSCAPE

Gatorade dominates thanks to strong promotional campaigns and wide portfolio of flavours and sizes

Sports event sponsorship a successful promotional strategy for sports drinks

Premium fitness classes used to promote updated premium products

CATEGORY DATA

Table 129 Off-trade Sales of Sports Drinks: Volume 2014-2019
Table 130 Off-trade Sales of Sports Drinks: Value 2014-2019
Table 131 Off-trade Sales of Sports Drinks: % Volume Growth 2014-2019
Table 132 Off-trade Sales of Sports Drinks: % Value Growth 2014-2019
Table 133 NBO Company Shares of Off-trade Sports Drinks: % Volume 2015-2019
Table 134 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2016-2019
Table 135 NBO Company Shares of Off-trade Sports Drinks: % Value 2015-2019
Table 136 LBN Brand Shares of Off-trade Sports Drinks: % Value 2016-2019
Table 137 Forecast Off-trade Sales of Sports Drinks: Volume 2019-2024
Table 138 Forecast Off-trade Sales of Sports Drinks: Value 2019-2024
Table 139 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2019-2024
Table 140 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2019-2024

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