Soft Drinks in Guatemala

Soft Drinks in Guatemala


Although 2024 was a year of lower inflationary pressure for the Guatemalan economy compared to the previous two years, the inflation rate was still higher than economic growth. According to estimates from the Bank of Guatemala (Banguat), GDP was projected to grow by around 3.7%, whilst inflation was estimated to be close to 4.2% in 2024. In addition to rising living costs, Guatemala continues to face the challenge of high poverty rates. According to the World Bank’s Overview of Guatemala report,...

Euromonitor International's Soft Drinks in Guatemala report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2020-2024), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they legislative, distribution, packaging or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Asian Speciality Drinks, Bottled Water, Carbonates, Concentrates, Energy Drinks, Juice, RTD Coffee, RTD Tea, Sports Drinks.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report??
* Get a detailed picture of the Soft Drinks market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.


Soft Drinks in Guatemala
Euromonitor International
January 2025
List Of Contents And Tables
SOFT DRINKS IN GUATEMALA
EXECUTIVE SUMMARY
Soft drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
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 2019-2024
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2019-2024
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2019-2024
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2019-2024
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2024
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2024
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2024
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2024
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2019-2024
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2019-2024
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2019-2024
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2019-2024
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2019-2024
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2019-2024
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2020-2024
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2021-2024
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2020-2024
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2021-2024
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2019-2024
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2019-2024
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2019-2024
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2024
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2024-2029
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2024-2029
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2024-2029
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2024-2029
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2024-2029
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2024-2029
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2024-2029
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2024-2029
Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2024-2029
Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
CARBONATES IN GUATEMALA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Economic context influences purchasing behaviour, with larger formats increasingly popular
Leading cola carbonate brands demonstrate resilience despite the rising cost of living
Value brands focus on non-cola carbonates
PROSPECTS AND OPPORTUNITIES
Shift to reduced sugar options
Rising interest in tonic water and mixers, following global consumption trends
Main carbonates players set to prioritise sustainability
CATEGORY DATA
Table 33 Off-trade vs On-trade Sales of Carbonates: Volume 2019-2024
Table 34 Off-trade vs On-trade Sales of Carbonates: Value 2019-2024
Table 35 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2019-2024
Table 36 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2019-2024
Table 37 Off-trade Sales of Carbonates by Category: Volume 2019-2024
Table 38 Off-trade Sales of Carbonates by Category: Value 2019-2024
Table 39 Off-trade Sales of Carbonates by Category: % Volume Growth 2019-2024
Table 40 Off-trade Sales of Carbonates by Category: % Value Growth 2019-2024
Table 41 Sales of Carbonates by Total Fountain On-trade: Volume 2019-2024
Table 42 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2019-2024
Table 43 NBO Company Shares of Off-trade Carbonates: % Volume 2020-2024
Table 44 LBN Brand Shares of Off-trade Carbonates: % Volume 2021-2024
Table 45 NBO Company Shares of Off-trade Carbonates: % Value 2020-2024
Table 46 LBN Brand Shares of Off-trade Carbonates: % Value 2021-2024
Table 47 Forecast Off-trade Sales of Carbonates by Category: Volume 2024-2029
Table 48 Forecast Off-trade Sales of Carbonates by Category: Value 2024-2029
Table 49 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2024-2029
Table 50 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2024-2029
Table 51 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2024-2029
Table 52 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2024-2029
JUICE IN GUATEMALA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Juice losing ground to thirst-quenching sports drinks and RTD tea
Returnability and circular economy arrives in juices
Juice’s immunity claims losing strength with the rising cost of living
PROSPECTS AND OPPORTUNITIES
Juice faces increasing competition from other drinks categories
‘Healthy’ aloe vera waters to gain further ground
Opportunity for small emerging brands with local ingredients
CATEGORY DATA
Table 53 Off-trade Sales of Juice by Category: Volume 2019-2024
Table 54 Off-trade Sales of Juice by Category: Value 2019-2024
Table 55 Off-trade Sales of Juice by Category: % Volume Growth 2019-2024
Table 56 Off-trade Sales of Juice by Category: % Value Growth 2019-2024
Table 57 NBO Company Shares of Off-trade Juice: % Volume 2020-2024
Table 58 LBN Brand Shares of Off-trade Juice: % Volume 2021-2024
Table 59 NBO Company Shares of Off-trade Juice: % Value 2020-2024
Table 60 LBN Brand Shares of Off-trade Juice: % Value 2021-2024
Table 61 Forecast Off-trade Sales of Juice by Category: Volume 2024-2029
Table 62 Forecast Off-trade Sales of Juice by Category: Value 2024-2029
Table 63 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2024-2029
Table 64 Forecast Off-trade Sales of Juice by Category: % Value Growth 2024-2029
BOTTLED WATER IN GUATEMALA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Strong demand for bottled water due to limited availability of safe drinking water
High price sensitivity and weak brand loyalty
Global brands target specific consumer segments
PROSPECTS AND OPPORTUNITIES
Improvements in the distribution of drinking water could reduce bottled water demand
Opportunity for functional bottled water
Flavoured waters positioned as a healthier soft drinks option
CATEGORY DATA
Table 65 Off-trade Sales of Bottled Water by Category: Volume 2019-2024
Table 66 Off-trade Sales of Bottled Water by Category: Value 2019-2024
Table 67 Off-trade Sales of Bottled Water by Category: % Volume Growth 2019-2024
Table 68 Off-trade Sales of Bottled Water by Category: % Value Growth 2019-2024
Table 69 NBO Company Shares of Off-trade Bottled Water: % Volume 2020-2024
Table 70 LBN Brand Shares of Off-trade Bottled Water: % Volume 2021-2024
Table 71 NBO Company Shares of Off-trade Bottled Water: % Value 2020-2024
Table 72 LBN Brand Shares of Off-trade Bottled Water: % Value 2021-2024
Table 73 Forecast Off-trade Sales of Bottled Water by Category: Volume 2024-2029
Table 74 Forecast Off-trade Sales of Bottled Water by Category: Value 2024-2029
Table 75 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2024-2029
Table 76 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2024-2029
SPORTS DRINKS IN GUATEMALA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Sports drinks continue their strong performance in 2024
Expansion of sports drinks options across various price points
Leading brands promote the effectiveness of their formulas
PROSPECTS AND OPPORTUNITIES
Rising temperatures to drive demand for sports drinks
Value brands will attract new consumers
Entry of niche products with natural ingredients
CATEGORY DATA
Table 77 Off-trade Sales of Sports Drinks: Volume 2019-2024
Table 78 Off-trade Sales of Sports Drinks: Value 2019-2024
Table 79 Off-trade Sales of Sports Drinks: % Volume Growth 2019-2024
Table 80 Off-trade Sales of Sports Drinks: % Value Growth 2019-2024
Table 81 NBO Company Shares of Off-trade Sports Drinks: % Volume 2020-2024
Table 82 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2021-2024
Table 83 NBO Company Shares of Off-trade Sports Drinks: % Value 2020-2024
Table 84 LBN Brand Shares of Off-trade Sports Drinks: % Value 2021-2024
Table 85 Forecast Off-trade Sales of Sports Drinks: Volume 2024-2029
Table 86 Forecast Off-trade Sales of Sports Drinks: Value 2024-2029
Table 87 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2024-2029
Table 88 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2024-2029
ENERGY DRINKS IN GUATEMALA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Functionality is the main driver of demand for energy drinks
Premium brands gain momentum
Rising availability of energy drinks with “zero” claim
PROSPECTS AND OPPORTUNITIES
Players to offer multiple size options to maintain demand amongst different socioeconomic groups
Healthier options to appeal to a growing niche of health-conscious consumers
Alternative products threaten growth of energy drinks
CATEGORY DATA
Table 89 Off-trade Sales of Energy Drinks: Volume 2019-2024
Table 90 Off-trade Sales of Energy Drinks: Value 2019-2024
Table 91 Off-trade Sales of Energy Drinks: % Volume Growth 2019-2024
Table 92 Off-trade Sales of Energy Drinks: % Value Growth 2019-2024
Table 93 NBO Company Shares of Off-trade Energy Drinks: % Volume 2020-2024
Table 94 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2021-2024
Table 95 NBO Company Shares of Off-trade Energy Drinks: % Value 2020-2024
Table 96 LBN Brand Shares of Off-trade Energy Drinks: % Value 2021-2024
Table 97 Forecast Off-trade Sales of Energy Drinks: Volume 2024-2029
Table 98 Forecast Off-trade Sales of Energy Drinks: Value 2024-2029
Table 99 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2024-2029
Table 100 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2024-2029
CONCENTRATES IN GUATEMALA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Waning demand for powder concentrates despite their low price
Liquid concentrates target local tastes
Nestlé’s Yus maintains its lead of powder concentrates
PROSPECTS AND OPPORTUNITIES
Powder concentrates must be reinvented with innovative formulas and health claims to boost demand
Expanding consumption occasions
Packaging innovation to simplify the preparation process
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 2019-2024
Table 102 Off-trade Sales of Concentrates by Category: Value 2019-2024
Table 103 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2019-2024
Table 104 Off-trade Sales of Concentrates by Category: % Value Growth 2019-2024
Table 105 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2020-2024
Table 106 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2021-2024
Table 107 NBO Company Shares of Off-trade Concentrates: % Value 2020-2024
Table 108 LBN Brand Shares of Off-trade Concentrates: % Value 2021-2024
Table 109 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2020-2024
Table 110 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2021-2024
Table 111 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2020-2024
Table 112 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2021-2024
Table 113 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2024-2029
Table 114 Forecast Off-trade Sales of Concentrates by Category: Value 2024-2029
Table 115 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2024-2029
Table 116 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2024-2029
RTD TEA IN GUATEMALA
KEY DATA FINDINGS
2024 DEVELOPMENTS
RTD tea appeals to younger generations of Guatemalans
RTD teas strengthen their position as an alternative to juices
Expansion of reduced sugar options
PROSPECTS AND OPPORTUNITIES
Digestive health concerns and the emergence of kombucha
RTD tea for children holds promising potential
Room for premium brands with differentiated claims
CATEGORY DATA
Table 117 Off-trade Sales of RTD Tea by Category: Volume 2019-2024
Table 118 Off-trade Sales of RTD Tea by Category: Value 2019-2024
Table 119 Off-trade Sales of RTD Tea by Category: % Volume Growth 2019-2024
Table 120 Off-trade Sales of RTD Tea by Category: % Value Growth 2019-2024
Table 121 NBO Company Shares of Off-trade RTD Tea: % Volume 2020-2024
Table 122 LBN Brand Shares of Off-trade RTD Tea: % Volume 2021-2024
Table 123 NBO Company Shares of Off-trade RTD Tea: % Value 2020-2024
Table 124 LBN Brand Shares of Off-trade RTD Tea: % Value 2021-2024
Table 125 Forecast Off-trade Sales of RTD Tea by Category: Volume 2024-2029
Table 126 Forecast Off-trade Sales of RTD Tea by Category: Value 2024-2029
Table 127 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2024-2029
Table 128 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2024-2029
RTD COFFEE IN GUATEMALA
KEY DATA FINDINGS
2024 DEVELOPMENTS
RTD coffee impacted by the strong cultural preference for hot coffee
Limited product offer in the retail channel
Broad presence of coffee shops limits development of RTD coffee
PROSPECTS AND OPPORTUNITIES
Local brands seek to carve out a space in RTD coffee
Cold brew is an expanding niche concept
Introduction of products with functional properties and nutritional benefits
CATEGORY DATA
Table 129 Off-trade Sales of RTD Coffee: Volume 2019-2024
Table 130 Off-trade Sales of RTD Coffee: Value 2019-2024
Table 131 Off-trade Sales of RTD Coffee: % Volume Growth 2019-2024
Table 132 Off-trade Sales of RTD Coffee: % Value Growth 2019-2024
Table 133 NBO Company Shares of Off-trade RTD Coffee: % Volume 2020-2024
Table 134 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2021-2024
Table 135 NBO Company Shares of Off-trade RTD Coffee: % Value 2020-2024
Table 136 LBN Brand Shares of Off-trade RTD Coffee: % Value 2021-2024
Table 137 Forecast Off-trade Sales of RTD Coffee: Volume 2024-2029
Table 138 Forecast Off-trade Sales of RTD Coffee: Value 2024-2029
Table 139 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2024-2029
Table 140 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2024-2029

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