Sports drinks in Guatemala are increasing their appeal beyond athletes, driven by warm temperatures, expansion of outdoor activities, and a desire for rapid rehydration. Products increasingly combine hydration with functional benefits like electrolytes, vitamins, and energy support. Regular sports d ...

RTD tea is steadily gaining appeal amongst younger consumers seeking lighter, health-oriented alternatives to carbonates and juice. Reduced-sugar and herbal variants are gaining traction, while exotic flavours and functional teas offer opportunities for further expansion. Lipton leads the category, ...

Demand for soft drinks in Guatemala is driven by affordability, impulse purchases, and the need to stay hydrated in a hot climate. Carbonates continue to be widely consumed and culturally familiar, while bottled water is essential due to limited public water quality. Health and wellness trends are s ...

Concentrates in Guatemala are losing appeal amongst younger consumers. Their main advantage is their affordability, although they are viewed as less convenient and practical than ready-to-drink options. In powder concentrates, some players are attempting to drive consumer interest by emphasising the ...

Bottled water is an essential beverage in Guatemala due to limited access to safe public water and concerns over pollution. Carbonated purified variants appeal to health-conscious consumers, while premium and flavoured lines target younger, higher-income segments. Small local grocers provide conveni ...

Juice consumption in Guatemala is influenced by changing health perceptions, with many consumers viewing these products as high in sugar. Children remain a key target, while for adults, juice tends to be an occasional beverage, consumed mainly in the morning. Coconut water and other plant-based wate ...

Demand for RTD coffee in Guatemala is limited by high prices due to imports, and widespread preference for freshly brewed beverages. Sweetened lattes and cappuccinos dominate, while sugar-free options have limited availability. Growth opportunities exist through functional innovations, higher-qualit ...

Carbonates remains the largest soft drink category in Guatemala. Demand is being impacted by affordability, impulse purchases, and a preference for varied pack sizes, from single-serve to family formats. Regular cola carbonates is the main driver of growth, supported by a loyal consumer base. Small ...

Energy drinks in Guatemala serve two purposes: providing functional energy for physically demanding work schedules and offering an indulgent and sensory experience. Regular sugar-containing variants remain dominant, as these beverages are valued for their rapid energy boost, rather than any health b ...

Growth of other hot drinks in Guatemala is constrained by adults’ preference for coffee and children’s shift towards ready-to-drink cold beverages. Traditional atole remains widely consumed, while flavoured powder drinks leads value growth due to rising cocoa prices. Innovation balances functionalit ...

Demand for coffee remains robust in Guatemala , despite rising prices due to global supply constraints. Consumers are managing costs through the prioritisation of smaller packs, promotions, and lower-priced brands, while younger generations are increasingly embracing coffee drinking as a daily ritua ...

Retail sales of hot drinks in Guatemala are set for moderate value growth in 2025, supported by positive economic conditions, though consumers remain highly price-sensitive. Coffee continues to dominate, with a balance of affordability-focused purchases with selective premium offerings. Younger gene ...

Demand for tea in Guatemala is growing, driven by rising consumer interest in health and wellbeing. Green and herbal teas, particularly antioxidant-rich or medicinal varieties like camomile and ginger, are key drivers of this trend. Local brands are expanding functional and organic offerings, while ...

Rice continues to dominate sales, with local producer Arrocera Los Corrales holding near monopoly. However, instant noodles registers the highest value growth, though from a low base. Small local grocers remain the key distributor. Over the forecast period, there may be growth in more niche segments ...

Staple food registers stable growth in 2025, supported by continuing population growth. However, price sensitivity remains high, and players adapt by offering larger product sizes that sell at a lower price per unit. Small local grocers continue to dominate distribution, though modern grocery retail ...

After a weak performance in 2025, volume sales increase in 2025. However, consumers remain highly price sensitive, and players respond by offering larger pack sizes that retail at a lower price per unit. Over the forecast period, there will be increasing focus on healthier options within breakfast c ...

Shelf stable beans continue to be very popular and sustain sales of processed fruit and vegetables overall. Supermarkets lead distribution, but hypermarkets and discounters making gains. Over the forecast period, frozen offering should gain value share, due to their healthier positioning. Euromonito ...

Unpackaged flat bread (tortillas) continues to drive sales in baked goods. Tortillerías and panaderías, along with small local grocers, continue to be the main retail channels Overall the forecast period, there will be increasing focus on baked goods with a healthier positioning. Companies will also ...

Overall, value sales fall as increasing competition leads to lower prices. Distribution continues to be mainly through small local grocers, though modern grocery retailers are making gains. Over the forecast period, while price will continue to be the main driver of sales, consumers will also look f ...

Price-sensitive Guatemalans are prioritising essential goods over meals and soups, leading to declining sales in 2025. Private label continues to gain ground as consumers turn to more affordable alternatives to branded products. Going forward, with rising health and wellness concerns among higher-in ...

In 2025, Guatemala’s economic environment continues to influence consumer behaviour. While inflation eased from 4.49% in 2023 to 1.51% in 2024, price remains a key consideration and consumers are cautious with their spending, focusing primarily on essential products. Many shoppers wait for discounts ...

With increasing health consciousness, there is rising demand for healthier oils, including olive and avocado oil. At the same time, private label continues to grow as budget-conscious households look to control food expenses. Supermarkets and discounters are capitalising on this trend by expanding t ...

As more Guatemalan consumers cook at home to manage expenses, there is rising demand for pasta sauces, chilli sauces, and herbs and spices in 2025. At the same time, condiments like ketchup remain widely used, with growth supported by the introduction of new flavours and packaging formats that cater ...

An expanding variety of flavours and packaging formats supports the growing appeal of sweet spreads in Guatemala in 2025. The introduction of premium flavours caters to higher-income consumers seeking unique and artisanal options, while the presence of more affordable brands ensures that lower-incom ...

Consumer interest in dermatologicals is on the rise in Guatemala in 2025. A variety of products, including antifungals, nappy (diaper) rash treatments, medicated shampoos are all expected to see increasing value sales. However, with prices still increasing, though at a lower rate, consumers continue ...