Guatemala’s economic challenges have been exacerbated by high inflation levels in recent years, with locals becoming more price sensitive as a result. In 2023, Guatemala also experienced political upheaval, as the progressive Bernado Arévalo was elected president, followed by attempts to discredit the electoral process among branches of the outgoing government.
Coffee continues to be one of the most popular hot drinks consumed by Guatemalans, with its heritage aided by extensive local production. However, the volatility of international coffee prices seen in recent years has driven local producers towards developing their export business.
Industria de Café SA (INCASA) leads the overall hot drinks category in Guatemala, due to its strength in the coffee category with La Jarrillita and Incasa. Global company Nestlé SA sits in a very close second-position with its Nescafé Clásico, Nesquik and Musun hot drinks brands.
Guatemalans have become more predisposed to making purchases via channels that enable cost-savings in 2023. The supermarket channel has therefore strengthened its position, with chains such as Walmart, La Torre and Paiz becoming more aggressive with promotions and pricing.
In hot drinks, the vast majority of volume sales are made in the retail channel, given the large price difference between retail and foodservice channels. A significant part of the population faces income difficulties, which deters many from visiting foodservice outlets.
The hot drinks category is expected to witness sustained growth in retail volume terms in 2024 and beyond, albeit at moderate rates. Coffee already has a strong penetration in Guatemala, given the region's coffee tradition, offering a wide variety of blends and packaging sizes at affordable prices for most socioeconomic groups.
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Understand the latest market trends and future growth opportunities for the Hot Drinks industry in Guatemala with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Hot Drinks
This report originates from Passport, our Hot Drinks research and analysis database.
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