Beer remains the most widely consumed alcoholic beverage in Guatemala. Its broad price range makes it accessible to consumers across all income levels, while a variety of styles - from lighter to stronger options - caters to diverse tastes and preferences. Additionally, the country’s warm climate reinforces beer’s popularity, making it a refreshing and versatile choice for nearly any occasion.

Volume sales of spirits in Guatemala continued to expand in 2024, driven largely by strong growth in aguardiente sales. A strong, anise-flavoured spirit typically made from sugarcane Aguardiente is widely consumed across the country, primarily due to its affordability, making it accessible to a broad segment of the population. In addition to its low price point, aguardiente comes in a wide range of varieties, including fruit-flavoured versions.

Wine in Guatemala saw decline in volume sales in 2024, primarily driven by red wine, which remains the dominant category. Still white wine also recorded a contraction, while still rosé wine showed a slight increase -although it continues to represent a very small share of the market. All wine consumed in the country is imported, mainly from Chile, Argentina, Spain, Italy, and the US. The category is highly segmented, with consumers showing interest in exploring a wide variety of styles and origi

Volume sales of alcoholic drinks in Guatemala saw healthy growth in 2024, marking a significant improvement over the previous year. In 2023, the market faced several challenges, including heightened political uncertainty surrounding the presidential elections, which led to more cautious consumer spending. In addition, a global shortage of glass affected supply chains, particularly in the first quarter, disrupted the availability of many bottled alcoholic beverages. By contrast, 2024 benefited fr

Cider/perry has a niche profile in Guatemala, primarily sold through modern retail channels but with limited shelf space and visibility. These beverages are mostly consumed during Christmas, New Year, and at certain special celebrations when some consumers choose cider or perry as a more affordable alternative to sparkling wine or champagne. Many brands are also available through wholesalers, where customers purchase in larger quantities for parties and special events. While volume sales grew st

RTDs experienced dynamic volume growth in Guatemala in 2024, reflecting a rising consumer preference for lower-alcohol alternatives. The market is primarily concentrated in spirit-based RTDs, which recorded the strongest performance within the category. These products are especially targeted at younger consumers, with major brands investing heavily in promotional activities. With their lower price points, spirit-based RTDs have also widened the consumer base for spirits such as rum and vodka, an

Volume sales of cigarettes in Guatemala recorded further decline in 2024; however, estimates indicate that illicit trade in cigarettes rose. This increase appears to be part of a broader regional trend across Central America, where illicit cigarette trade is on the rise. Whilst the government is expected to introduce new measures to tackle the issue more effectively, concrete actions have yet to materialise.

The Guatemalan economy experienced growth in 2024, with real GDP reaching 3.4%. Several sectors benefitted from this performance, including financial services and tourism, and overall economic activity was positive. However, as inflation rose to nearly 3% - a higher rate than in 2023 – price increases impacted the consumption of certain products, including tobacco. Looking ahead to 2025, the macroeconomic outlook is looking favourable, with real GDP growth projected to be around 4%, coupled with

Cigars recorded further modest growth in 2024, but remained a niche category in Guatemala, with consumption largely limited to the capital and more urbanised areas. High-quality imported cigars, particularly those from Cuba, are often purchased by international visitors. While some are consumed locally, many are bought as gifts or souvenirs to take home. The appeal is especially strong for visitors from the US as premium Cuban cigars are not available back home, prompting travellers to take adva

E-vapour products continued to perform well in Guatemala in 2024, driven by growing consumer demand. The relatively flexible regulatory environment has allowed retailers to operate and sell these products with minimal restrictions. However, concerns have been raised about minors’ access, particularly to e-cigarettes, which are available through vending machines across the country. Despite ongoing controversy over youth access and the ease of purchasing these products via machines, no new regulat

The number of households is set to increase moderately, while the average household size will shrink in Guatemala over 2024-2029. Couples with children will remain the dominant household type but the fastest household expenditure growth is forecast to be recorded by extended ("other") households. In addition, the share of households living in urban areas is projected to expand to 62.9% by 2029.

Sales of beauty and personal care products in Guatemala experienced positive growth in current value terms in 2024. Although the annual inflation rate eased from the high levels seen in 2022 and 2023, consumers still felt the effects of reduced purchasing power due to the effects of cumulative increases in the cost of living. This led to more cautious spending, especially amongst lower-income groups, who increasingly prioritised value-for-money options. Consumers increasingly opted for family-si

Colour cosmetics in Guatemala recorded growth in both current value and volume terms in 2024, demonstrating the resilience of the category even during times of economic uncertainty. For many Guatemalan women, the use of colour cosmetics is closely tied to expressions of identity, self-confidence and emotional wellbeing. Despite the increased cost of living experienced in the country over the past few years, beauty rituals remain part of the daily routine for women across different income levels.

Depilatories registered positive growth in current value terms in Guatemala in 2024, although volume sales saw a more modest increase. This reflects the already high market penetration of affordable disposable razors, which remain widely accessible across income groups. Cultural beauty norms - particularly the preference amongst Guatemalan women for smooth, hair-free skin - continue to underpin demand, a trend now being embraced by younger generations who are also showing a heightened interest i

Fragrances continued to register positive growth in current value terms in Guatemala in 2024, with usage remaining an integral part of personal grooming and beauty rituals. While more prevalent amongst middle- and high-income consumers, fragrance usage is steadily expanding across a wider range of demographic segments. For many Guatemalans, fragrances serve as a means of reinforcing personal identity and boosting self-confidence - behaviours that continue to support the category’s positive perfo

Bath and shower products in Guatemala saw modest growth in current value terms in 2024. Although the annual rate of inflation eased compared to previous years, the accumulated price increases for daily essentials continued to affect household budgets, prompting consumers to remain cautious and selective with their spending. Popular formats included multipacks, bulk packaging, and an increasing number of refillable doypack options.

Men’s grooming is becoming increasingly mainstream in Guatemala, as younger generations adopt more comprehensive personal care routines. This marks a break from the attitudes of previous generations, where cultural norms rooted in machismo discouraged the use of such products. This generational change supported the sustained growth of category in 2024.

Hair care registered only modest growth in current value terms in Guatemala in 2024. Despite inflation being more controlled than in the previous two years, the sustained high cost of everyday goods - including personal care products - meant that Guatemalans continued to feel the pressure on their purchasing power. As a result, many consumers opted for larger, family-sized packs or prioritised products offered at promotional prices.

Skin care continued to demonstrate positive current value growth in Guatemala in 2024, as these products become a more ingrained part of daily beauty and personal care routines. The pursuit of healthier, smoother skin remains a priority for consumers, even in the face of inflationary pressures. Facial care products lead in terms of retail value sales, particularly basic moisturisers, anti-agers and lip care products. Consumers increasingly favour offerings that deliver multiple benefits in a sin

Sun care continues to show buoyant current value growth in the Guatemalan market. Once used primarily for recreational or outdoor activities, sun protection products are increasingly being integrated into daily skin care routines. This shift reflects a growing consumer awareness of the role sun protection plays not only in preventing skin cancer but also in supporting overall skin health and long-term wellbeing.

In 2024, the market for baby and child-specific products in Guatemala recorded positive, yet fairly modest growth, in current value terms. One factor influencing this trend is the ongoing slowdown in the country's birth rate, which translated into a smaller consumer base for these items. Moreover, while inflation moderated in 2024, compared to the previous two years, prices for baby and child-specific products did not decline, meaning that the accumulated price increases continue to affect the p

Oral care in Guatemala experienced fairly modest growth in current value terms in 2024, as consumers remained cautious with spending due to sustained pressures from the rising cost of living. Purchasing habits leaned heavily toward value-driven formats, such as family-sized packaging, multipack deals, and promotional prices.

Retail sales of deodorants in Guatemala demonstrated a strong performance in current value terms in 2024, outpacing growth across the wider beauty and personal care market. Key factors contributing to this positive performance include increased consumer demand for affordable products that offer pleasant, long-lasting aromas - positioning deodorants as a cost-effective alternative to higher-priced fragrances. This trend has gained further traction in the context of the rising cost of living in re

Sales of mass beauty and personal care products in Guatemala showed positive growth in current value terms in 2024. Despite a high degree of price sensitivity, with a significant portion of the population facing budgetary constraints, consumers are reluctant to abandon their personal care routines. Indeed, the rising cost of living in recent years has made mass beauty and personal care products even more essential for many, as they provide an affordable way to maintain access to necessary items.