COMPETITIVE LANDSCAPE
Bimbo continues to have commanding lead
Mexican multinational Bimbo continues to have a commanding lead in baked goods, being the only company with a double-digit percentage value share in 2025. The company holds a particularly strong position in packaged leavened bread, where its flagship Bimbo brand is widely recognised and trusted, supported by strong distribution across both modern grocery retailers and traditional neighbourhood stores.
Artisanal channel combined dominates
Despite Bimbo’s dominance among branded players, baked goods is dominated by smaller artisanal bakeries. Artisanal products account for nearly three-quarters of value share, underscoring their deep-rooted place in Guatemalan food culture.
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Overview:
Understand the latest market trends and future growth opportunities for the Baked Goods industry in Guatemala with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Baked Goods industry in Guatemala, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Baked Goods in Guatemala report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Baked Goods in Guatemala?
- Which are the leading brands in Baked Goods in Guatemala?
- How are products distributed in Baked Goods in Guatemala?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Baked Goods?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Guatemala?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Baked Goods in Guatemala - Category analysis
KEY DATA FINDINGS
Artisanal channel continues to dominate
Tortillas continue to account for most value sales
Cakes and pastries register highest value growth
Stable growth over forecast period
Growing focus on offerings with a healthier positioning, as well as sustainability
Private label makes gains
Bimbo continues to have commanding lead
Artisanal channel combined dominates
Food specialists, including tortillerías and panaderías, dominate
Supermarkets and e-commerce make gains
Staple Foods in Guatemala - Industry Overview
Stable growth, supported by continuing population growth
KEY DATA FINDINGS
Players adapt to high price sensitivity
Less mature segments register higher value growth
Rising health consciousness influencing product development
Stable outlook over forecast period
Growing demand for healthier options
Increasing interest in ethnic cuisines
Local players have significant foothold, though multinationals also have a presence
Consumers becoming more open to private label
Small local grocers continue to dominate
E-commerce gains most value share
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Baked Goods
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- Packaged Flat Bread
- Unpackaged Flat Bread
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- Packaged Leavened Bread
- Unpackaged Leavened Bread
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- Packaged Cakes
- Unpackaged Cakes
- Dessert Mixes
- Frozen Baked Goods
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- Packaged Pastries
- Unpackaged Pastries
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- Sweet Pies and Tarts
- Frozen Cakes, Sweet Pies and Tarts
Baked Goods
This is the aggregation of bread, pastries, dessert mixes, frozen baked goods and cakes. Note: in most cases, baked goods from in-store bakeries are classified under unpackaged/artisanal. While many such offerings may be finished on-site, they are often prepared, then frozen or par-baked, at other locations. Such production models are very important for supermarket in-store bakeries, which are often used to drive traffic and fill stores with appetising aromas, but for which the labour resources required to run a full-service scratch bakery are not always available. Baked goods baked from central bakeries sold unpackaged in other outlets are classified as unpackaged/artisanal. In the specific case of in-store bakery counters (for example, in supermarkets), if baked goods are finished on-site but then packaged (for example, in a box or bag) with a barcode and price, set out in the store for sale in this packaging and sold like any other packaged food product (i.e. a customer takes the packaged item from a shelf) then this is classified as packaged. If however the baked good is finished on-site, displayed unpackaged but then placed in packaging as part of the transaction (i.e. a supermarket worker at an in-store bakery counter/a customer places it in a box/bag after it has been chosen, to allow it to be carried safely) this is still classified as unpackaged.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Baked Goods research and analysis database.
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