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Guatemalans balance affordability with premium choices
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 generations are driving demand for cold, functional, and origin-driven products, while tea is benefitting from an increasing number wellness-led innovations. Flavoured powder drinks meanwhile, face competition from ready-to-drink options. Small local grocers remain the key distribution channel, although convenience stores and supermarkets are expanding their influence.
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Overview:
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.
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 the following key categories, where applicable:
- Coffee
- Tea
- Other Hot Drinks
If you're in the Hot Drinks 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 Hot Drinks 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 Hot Drinks in Guatemala?
- To what extent are health considerations impacting consumption of Hot Drinks in Guatemala?
- What are the traditional preferences in Hot Drinks in Guatemala? To what extent are these tastes changing amidst increasing international influence and the growth of chained cafés?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Hot Drinks in Guatemala?
- Which are the leading brands in Hot Drinks in Guatemala?
- How are products distributed in Hot Drinks in Guatemala?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Hot Drinks?
- Where is future growth expected to be most dynamic?
Hot Drinks in Guatemala
Guatemalans balance affordability with premium choices
KEY DATA FINDINGS
Positive economic conditions fuel value growth but consumers remain price sensitive
Affordability continues to shape coffee purchasing habits although premium variants gain traction
Innovation in cold, functional and origin-driven hot drinks targets younger generations
Coffee will see sustained demand, thanks to development of local production
Tea will benefit from wellness focus
Flavoured powder drinks will struggle to maintain relevance
Nestlé strengthens its leadership through affordability-driven strategy
Walmart gains ground as value-seeking intensifies, while branded players strengthen emotional and quality-led strategies
Small local grocers continue to lead sales
Convenience stores show dynamism
Foodservice vs retail split
Table 1 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2020-2025
Table 2 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2020-2025
Table 3 Retail Sales of Hot Drinks by Category: Volume 2020-2025
Table 4 Retail Sales of Hot Drinks by Category: Value 2020-2025
Table 5 Retail Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 6 Retail Sales of Hot Drinks by Category: % Value Growth 2020-2025
Table 7 Foodservice Sales of Hot Drinks by Category: Volume 2020-2025
Table 8 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 9 Total Sales of Hot Drinks by Category: Total Volume 2020-2025
Table 10 Total Sales of Hot Drinks by Category: % Total Volume Growth 2020-2025
Table 11 NBO Company Shares of Hot Drinks: % Retail Value 2021-2025
Table 12 LBN Brand Shares of Hot Drinks: % Retail Value 2022-2025
Table 13 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2020-2025
Table 14 Retail Distribution of Hot Drinks by Format: % Volume 2020-2025
Table 15 Retail Distribution of Hot Drinks by Format and Category: % Volume 2025
Table 16 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2025-2030
Table 17 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2025-2030
Table 18 Forecast Retail Sales of Hot Drinks by Category: Volume 2025-2030
Table 19 Forecast Retail Sales of Hot Drinks by Category: Value 2025-2030
Table 20 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 21 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2025-2030
Table 22 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2025-2030
Table 23 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 24 Forecast Total Sales of Hot Drinks by Category: Total Volume 2025-2030
Table 25 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Coffee in Guatemala
KEY DATA FINDINGS
Strong cultural tradition sustains coffee demand
Demand for coffee remains resilient, despite rising prices
Fresh ground coffee pods leads growth
Younger consumers will sustain coffee consumption
Continued diversification with cold brew coffee options, as players seek to connecting with the preferences of younger generations
State support and sustainability initiatives to drive growth
INCASA maintains leadership but faces growing pressure from Nestlé.
Walmart expands its presence, while Nescafé strengthens its position through focus on local identity and diversification
Small grocers remains most relevant channel,
Convenience stores and supermarket chains gain ground
Table 26 Retail Sales of Coffee by Category: Volume 2020-2025
Table 27 Retail Sales of Coffee by Category: Value 2020-2025
Table 28 Retail Sales of Coffee by Category: % Volume Growth 2020-2025
Table 29 Retail Sales of Coffee by Category: % Value Growth 2020-2025
Table 30 NBO Company Shares of Coffee: % Retail Value 2021-2025
Table 31 LBN Brand Shares of Coffee: % Retail Value 2022-2025
Table 32 Forecast Retail Sales of Coffee by Category: Volume 2025-2030
Table 33 Forecast Retail Sales of Coffee by Category: Value 2025-2030
Table 34 Forecast Retail Sales of Coffee by Category: % Volume Growth 2025-2030
Table 35 Forecast Retail Sales of Coffee by Category: % Value Growth 2025-2030
Tea in Guatemala
KEY DATA FINDINGS
Tea benefits from health and wellness focus
Consumers increasingly embrace tea for health and wellbeing benefits
Green and herbal teas drive growth
Scope to build consumption habits amongst younger generations
Functional innovations will drive wellness-oriented consumption
Local tea production will expand with wellness-focused offerings
Tea players seek to broaden consumption beyond health-driven occasions
Lipton gains momentum
Supermarket chains are key for sales of packaged tea
Modern retail expands while driving innovation
Table 36 Retail Sales of Tea by Category: Volume 2020-2025
Table 37 Retail Sales of Tea by Category: Value 2020-2025
Table 38 Retail Sales of Tea by Category: % Volume Growth 2020-2025
Table 39 Retail Sales of Tea by Category: % Value Growth 2020-2025
Table 40 NBO Company Shares of Tea: % Retail Value 2021-2025
Table 41 LBN Brand Shares of Tea: % Retail Value 2022-2025
Table 42 Forecast Retail Sales of Tea by Category: Volume 2025-2030
Table 43 Forecast Retail Sales of Tea by Category: Value 2025-2030
Table 44 Forecast Retail Sales of Tea by Category: % Volume Growth 2025-2030
Table 45 Forecast Retail Sales of Tea by Category: % Value Growth 2025-2030
Other Hot Drinks in Guatemala
KEY DATA FINDINGS
Other hot drinks face pressure from coffee and RTD offerings
Other hot drinks lose ground to coffee and more convenient alternatives
Flavoured powder drinks leads growth
Other hot drinks will be impacted by Guatemalans' growing preference for RTD beverages and a declining birth rate
Innovations balance nutritional functionality with indulgence
Sustainability and health will be key growth drivers in other plant-based hot drinks
Leading brands focus on convenience and nutritional value
Choco Panda gains traction
Small local grocers remains key channel for other hot drinks, especially affordable atole
Supermarket and hypermarket chains continue to expand
Table 46 Retail Sales of Other Hot Drinks by Category: Volume 2020-2025
Table 47 Retail Sales of Other Hot Drinks by Category: Value 2020-2025
Table 48 Retail Sales of Other Hot Drinks by Category: % Volume Growth 2020-2025
Table 49 Retail Sales of Other Hot Drinks by Category: % Value Growth 2020-2025
Table 50 NBO Company Shares of Other Hot Drinks: % Retail Value 2021-2025
Table 51 LBN Brand Shares of Other Hot Drinks: % Retail Value 2022-2025
Table 52 Forecast Retail Sales of Other Hot Drinks by Category: Volume 2025-2030
Table 53 Forecast Retail Sales of Other Hot Drinks by Category: Value 2025-2030
Table 54 Forecast Retail Sales of Other Hot Drinks by Category: % Volume Growth 2025-2030
Table 55 Forecast Retail Sales of Other Hot Drinks by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Hot Drinks
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- Fresh Coffee Beans
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- Fresh Ground Coffee Pods
- Standard Fresh Ground Coffee
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- Instant Standard Coffee
- Instant Coffee Mixes
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- Loose Black Tea
- Tea Bags Black
- Fruit/Herbal Tea
- Green Tea
- Instant Tea
- Other Tea
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- Chocolate-based Flavoured Powder Drinks
- Malt-based Hot Drinks
- Non-Chocolate-based Flavoured Powder Drinks
- Other Plant-based Hot Drinks
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This report originates from Passport, our Hot Drinks research and analysis database.
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