2020 was a record year for off-trade sales of tea in Guatemala, supported by consumers switching from the on-trade channel due to the COVID-19 pandemic. 2021 saw stabilisation in both channels and growth above the rate recorded in 2019.
More artisanal brands have emerged in tea in Guatemala over the past five years, with artisanal tea store operators promoting on social media platforms. This has broadened the appeal of matcha varieties and health-oriented tea varieties and has attracted a younger consumer base, which is starting to show more interest in consuming tea instead of the traditional coffee.
Teas with health-related benefits spiked during the first year of COVID-19. Flavours such as eucalyptus and ginger, as well as products for colds and sore throats grew and continue to develop positively as Guatemalan consumers are increasingly interested in consuming food and beverages that have a positive impact on health.
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This is the aggregation of Black Tea, Fruit/Herbal Tea, Green Tea, Instant Tea, and Other Tea.See All of Our Definitions
This report originates from Passport, our Tea research and analysis database.
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