Select Country Report
Affordability continues to drive soft drinks preferences
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 shaping preferences, with functional sports drinks, RTD tea, and energy drinks gaining traction. At the same time, younger consumers are increasingly seek experiential flavours, herbal benefits, and digital engagement with brands. Small local grocers remain vital, while convenience stores and discounters are expanding access to a wider range of soft drinks.
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Overview:
Understand the latest market trends and future growth opportunities for the Soft 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:
- Bottled Water
- Carbonates
- Concentrates
- Juice
- RTD Coffee
- RTD Tea
- Energy Drinks
- Sports Drinks
- Asian Speciality Drinks
If you're in the Soft 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 Soft 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 Soft Drinks in Guatemala?
- To what extent are health considerations impacting consumption of Soft Drinks in Guatemala?
- How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Soft Drinks in Guatemala?
- Which are the leading brands in Soft Drinks in Guatemala?
- What potential exists for multinational or domestic soft drinks companies to expand in Guatemala?
- How are products distributed in Soft Drinks in Guatemala?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How have home seclusion and social distancing measures following COVID-19 impacted sales of Soft Drinks?
- How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
- Where is future growth expected to be most dynamic?
Soft Drinks in Guatemala
Affordability continues to drive soft drinks preferences
KEY DATA FINDINGS
Modest growth as economic conditions improve but consumers remain price conscious
Continued strong demand for carbonates and bottled water
Rising demand for functional hydration and better-for-you options
Climate-driven hydration needs to support steady growth for soft drinks
Health and wellness trends will impact soft drinks preferences
Experiential beverages and AI-powered marketing will connect with young consumers
Cola-Cola consolidates its lead, ahead of local challengers
Embotelladora Centroamericana leads growth through Gatorade innovation
Small local grocers remains core distribution channel
Discounters and convenience stores gain ground
Foodservice vs retail split
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2025
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2025
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2025
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2025
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2020-2025
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2021-2025
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2022-2025
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2021-2025
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2022-2025
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2020-2025
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2020-2025
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2020-2025
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2025
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2025-2030
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2025-2030
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2025-2030
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2025-2030
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2025-2030
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2025-2030
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2025-2030
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2025-2030
Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2025-2030
Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Bottled Water in Guatemala
KEY DATA FINDINGS
Bottled water remains essential for daily hydration
Bottled water sales continue to rise amid limited access to safe drinking water
Carbonated purified water gains momentum from a low base
Persistent concerns over public drinking water quality continue to drive bottled water consumption in Guatemala
Presence of microplastics is growing concern
Preventive health awareness to fuel bottled water growth
Fábrica de Bebidas Gaseosas Salvavidas leads in bottled water, with affordability being key positioning strategy
Cola-Cola drives growth with Dasani and Seagram’s
Small local grocers remains key distribution channel
Rising demand for single-serve formats drives growth of convenience stores
Table 33 Off-trade Sales of Bottled Water by Category: Volume 2020-2025
Table 34 Off-trade Sales of Bottled Water by Category: Value 2020-2025
Table 35 Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025
Table 36 Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025
Table 37 NBO Company Shares of Off-trade Bottled Water: % Volume 2021-2025
Table 38 LBN Brand Shares of Off-trade Bottled Water: % Volume 2022-2025
Table 39 NBO Company Shares of Off-trade Bottled Water: % Value 2021-2025
Table 40 LBN Brand Shares of Off-trade Bottled Water: % Value 2022-2025
Table 41 Forecast Off-trade Sales of Bottled Water by Category: Volume 2025-2030
Table 42 Forecast Off-trade Sales of Bottled Water by Category: Value 2025-2030
Table 43 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2025-2030
Table 44 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2025-2030
Carbonates in Guatemala
KEY DATA FINDINGS
Carbonates remains largest category
Carbonates continues growing, driven by association with indulgence and product variety
Regular cola carbonates lead volume growth
Carbonates set for steady growth amid rising preference for larger, value-oriented formats
Functional carbonates could gain traction amongst health-conscious consumers
Players will expand sustainability programmes
Global players seek to forge connections with new generations
Coca-Cola de Guatemala drives growth through expanded reach, affordable formats and digitalisation
Small local grocers leads distribution
Discounters and convenience retailers gain traction
Table 45 Off-trade vs On-trade Sales of Carbonates: Volume 2020-2025
Table 46 Off-trade vs On-trade Sales of Carbonates: Value 2020-2025
Table 47 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2020-2025
Table 48 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2020-2025
Table 49 Off-trade Sales of Carbonates by Category: Volume 2020-2025
Table 50 Off-trade Sales of Carbonates by Category: Value 2020-2025
Table 51 Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025
Table 52 Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025
Table 53 Sales of Carbonates by Total Fountain On-trade: Volume 2020-2025
Table 54 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2020-2025
Table 55 NBO Company Shares of Off-trade Carbonates: % Volume 2021-2025
Table 56 LBN Brand Shares of Off-trade Carbonates: % Volume 2022-2025
Table 57 NBO Company Shares of Off-trade Carbonates: % Value 2021-2025
Table 58 LBN Brand Shares of Off-trade Carbonates: % Value 2022-2025
Table 59 Forecast Off-trade Sales of Carbonates by Category: Volume 2025-2030
Table 60 Forecast Off-trade Sales of Carbonates by Category: Value 2025-2030
Table 61 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2025-2030
Table 62 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2025-2030
Table 63 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2025-2030
Table 64 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2025-2030
Concentrates in Guatemala
KEY DATA FINDINGS
Concentrates remain affordable but face convenience challenges
Modest growth as convenience drives consumer preferences
Affordable powder concentrates show greatest resilience
Concentrates will struggle to align with modern consumer preferences
Innovation should combine functionality with affordability
Concentrates are evolving to meet demand for less sweet, lower-calorie options
Leading players focus on local flavours and emerging health attributes
Affordable brands gain traction
Small local grocers remain key but face competition from modern retail formats
Discounters gain ground in price-sensitive market
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 65 Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025
Table 66 Off-trade Sales of Concentrates by Category: Value 2020-2025
Table 67 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025
Table 68 Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025
Table 69 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2021-2025
Table 70 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2022-2025
Table 71 NBO Company Shares of Off-trade Concentrates: % Value 2021-2025
Table 72 LBN Brand Shares of Off-trade Concentrates: % Value 2022-2025
Table 73 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2021-2025
Table 74 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2022-2025
Table 75 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2021-2025
Table 76 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2022-2025
Table 77 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2025-2030
Table 78 Forecast Off-trade Sales of Concentrates by Category: Value 2025-2030
Table 79 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2025-2030
Table 80 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2025-2030
Juice in Guatemala
KEY DATA FINDINGS
Juice navigates shifting perceptions amid health trends
Juice shows minimal growth due to its high perceived sugar content
Coconut and other plant waters sees strong growth driven by health positioning
Juice will see sustained growth, supported by its affordability
Scope for expanding consumption occasions, such as on-the-go hydration
Mainstream juice brands must innovate with more specific functional claims to connect with health-conscious consumers
Alimentos Maravilla continues to lead juice amid mounting competitive pressures
Jumex and Del Valle are key growth drivers
Small local grocers remains key channel for juice purchases
Convenience stores emerge as key growth channel
Table 81 Off-trade Sales of Juice by Category: Volume 2020-2025
Table 82 Off-trade Sales of Juice by Category: Value 2020-2025
Table 83 Off-trade Sales of Juice by Category: % Volume Growth 2020-2025
Table 84 Off-trade Sales of Juice by Category: % Value Growth 2020-2025
Table 85 NBO Company Shares of Off-trade Juice: % Volume 2021-2025
Table 86 LBN Brand Shares of Off-trade Juice: % Volume 2022-2025
Table 87 NBO Company Shares of Off-trade Juice: % Value 2021-2025
Table 88 LBN Brand Shares of Off-trade Juice: % Value 2022-2025
Table 89 Forecast Off-trade Sales of Juice by Category: Volume 2025-2030
Table 90 Forecast Off-trade Sales of Juice by Category: Value 2025-2030
Table 91 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2025-2030
Table 92 Forecast Off-trade Sales of Juice by Category: % Value Growth 2025-2030
RTD Coffee in Guatemala
KEY DATA FINDINGS
RTD coffee remains niche, convenience-driven category
RTD coffee registers weak performance, despite strong coffee culture
Limited availability of sugar-free alternatives
RTD coffee will face challenges in connecting with local consumers
Functional positioning could boost consumer interest
Effects of climate change could drive demand for cold drinks, including RTD coffee
Sigma Alimentos leads with Café Olé brand
Cacaolat maintains resilience in a stagnant landscape
RTD Coffee shows limited distribution beyond supermarkets
Forecourt retailers emerges as strategic point of sale
Table 93 Off-trade Sales of RTD Coffee: Volume 2020-2025
Table 94 Off-trade Sales of RTD Coffee: Value 2020-2025
Table 95 Off-trade Sales of RTD Coffee: % Volume Growth 2020-2025
Table 96 Off-trade Sales of RTD Coffee: % Value Growth 2020-2025
Table 97 NBO Company Shares of Off-trade RTD Coffee: % Volume 2021-2025
Table 98 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2022-2025
Table 99 NBO Company Shares of Off-trade RTD Coffee: % Value 2021-2025
Table 100 LBN Brand Shares of Off-trade RTD Coffee: % Value 2022-2025
Table 101 Forecast Off-trade Sales of RTD Coffee: Volume 2025-2030
Table 102 Forecast Off-trade Sales of RTD Coffee: Value 2025-2030
Table 103 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2025-2030
Table 104 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2025-2030
RTD Tea in Guatemala
KEY DATA FINDINGS
RTD tea benefits from its wellness positioning
RTD tea attracts younger, indulgence-seeking consumers
Reduced sugar RTD tea is viewed as lighter, health-oriented alternative
RTD tea will continue to gain traction as a light, wellness-focused beverage
RTD functional teas offer scope for growth
Brands to align with wellness and lifestyle experiences
Pepsicola Interamericana leads RTD tea with Lipton
Lipton consolidates its leadership through focus on connecting with younger consumers
Guatemalans continue to favour small local grocers
Discounters gain ground
Table 105 Off-trade Sales of RTD Tea by Category: Volume 2020-2025
Table 106 Off-trade Sales of RTD Tea by Category: Value 2020-2025
Table 107 Off-trade Sales of RTD Tea by Category: % Volume Growth 2020-2025
Table 108 Off-trade Sales of RTD Tea by Category: % Value Growth 2020-2025
Table 109 NBO Company Shares of Off-trade RTD Tea: % Volume 2021-2025
Table 110 LBN Brand Shares of Off-trade RTD Tea: % Volume 2022-2025
Table 111 NBO Company Shares of Off-trade RTD Tea: % Value 2021-2025
Table 112 LBN Brand Shares of Off-trade RTD Tea: % Value 2022-2025
Table 113 Forecast Off-trade Sales of RTD Tea by Category: Volume 2025-2030
Table 114 Forecast Off-trade Sales of RTD Tea by Category: Value 2025-2030
Table 115 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2025-2030
Table 116 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2025-2030
Energy Drinks in Guatemala
KEY DATA FINDINGS
Functionality meets indulgence
Steadily growing demand for energy drinks
Regular energy drinks remains the preferred option
Growing availability of affordable options will democratise demand
Energy drinks can tap into growing sports nutrition trend
Growing health concerns will give rise to more natural formulations
Alimentos Maravilla leads energy drinks with Raptor
Monster sees dynamic growth
Small local grocers is key to democratisation of energy drink consumption
Convenience retailers is fastest-growing channel
Table 117 Off-trade Sales of Energy Drinks: Volume 2020-2025
Table 118 Off-trade Sales of Energy Drinks: Value 2020-2025
Table 119 Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025
Table 120 Off-trade Sales of Energy Drinks: % Value Growth 2020-2025
Table 121 NBO Company Shares of Off-trade Energy Drinks: % Volume 2021-2025
Table 122 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2022-2025
Table 123 NBO Company Shares of Off-trade Energy Drinks: % Value 2021-2025
Table 124 LBN Brand Shares of Off-trade Energy Drinks: % Value 2022-2025
Table 125 Forecast Off-trade Sales of Energy Drinks: Volume 2025-2030
Table 126 Forecast Off-trade Sales of Energy Drinks: Value 2025-2030
Table 127 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2025-2030
Table 128 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2025-2030
Sports Drinks in Guatemala
KEY DATA FINDINGS
Sports drinks meet functional hydration needs
Sports drinks benefits from growing demand for effective hydration and functional benefits
Regular sports drinks lead growth
Active lifestyles and warmer temperatures will boost demand
Multifunctionality will be key growth driver in sports drinks
Environmental initiatives will begin to emerge
Embotelladora Centroamericana consolidates its leadership in sports drinks
Gatorade adapts to lifestyle preferences with targeted offerings
Small local grocers are key points for impulse purchases
Discounters and convenience stores lead growth while e-commerce remains niche
Table 129 Off-trade Sales of Sports Drinks: Volume 2020-2025
Table 130 Off-trade Sales of Sports Drinks: Value 2020-2025
Table 131 Off-trade Sales of Sports Drinks: % Volume Growth 2020-2025
Table 132 Off-trade Sales of Sports Drinks: % Value Growth 2020-2025
Table 133 NBO Company Shares of Off-trade Sports Drinks: % Volume 2021-2025
Table 134 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2022-2025
Table 135 NBO Company Shares of Off-trade Sports Drinks: % Value 2021-2025
Table 136 LBN Brand Shares of Off-trade Sports Drinks: % Value 2022-2025
Table 137 Forecast Off-trade Sales of Sports Drinks: Volume 2025-2030
Table 138 Forecast Off-trade Sales of Sports Drinks: Value 2025-2030
Table 139 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2025-2030
Table 140 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Soft Drinks
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-
- Carbonated Natural Mineral Bottled Water
- Carbonated Spring Bottled Water
- Carbonated Purified Bottled Water
-
- Still Flavoured Bottled Water
- Sparkling Flavoured Bottled Water
- Functional Bottled Water
-
- Still Natural Mineral Bottled Water
- Still Spring Bottled Water
- Still Purified Bottled Water
-
-
- Regular Carbonates
- Reduced Sugar Carbonates
-
- Regular Cola Carbonates
- Reduced Sugar Cola Carbonates
-
- Regular Non-Cola Carbonates
- Reduced Sugar Non-Cola Carbonates
-
- Regular Lemonade/Lime
- Reduced Sugar Lemonade/Lime
-
- Regular Tonic Water/Mixers/Other Bitters
- Reduced Sugar Tonic Water/Mixers/Other Bitters
-
- Regular Orange Carbonates
- Reduced Sugar Orange Carbonates
-
- Regular Other Non-Cola Carbonates
- Reduced Sugar Other Non-Cola Carbonates
-
- Liquid Concentrates
- Powder Concentrates
-
-
- Not from Concentrate 100% Juice
- Reconstituted 100% Juice
- Coconut and Other Plant Waters
- Juice Drinks (up to 24% Juice)
- Nectars
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- RTD Coffee
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- Carbonated RTD Tea and Kombucha
-
- Regular Still RTD Tea
- Reduced Sugar Still RTD Tea
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- Regular Energy Drinks
- Reduced Sugar Energy Drinks
-
- Regular Sports Drinks
- Reduced Sugar Sports Drinks
- Asian Speciality Drinks
Soft Drinks
This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.
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