In Guatemala, lower income consumers typically either do not consume cheese at all or rely on fresh cheese, often made at home or purchased from neighbours. However, the habit of buying packaged soft cheese is becoming increasingly common, particularly for use in everyday dishes such as tortillas with beans and cheese or tostadas topped with crumbled soft cheese. Higher income consumers, by contrast, are developing more connoisseur-like tastes and actively exploring a wider range of cheese varie

Price sensitivity continues to shape purchasing decisions in Guatemala in 2025, with many consumers seeking formats that allow them to stretch their budgets. Bagged milk remains a practical choice, with options such as Leche UHT Entera Pinito and Foremost chocolate milk in bags appealing to shoppers for their lower cost. Powdered milk is also valued for its affordability and long shelf life, with well-known brands such as Nido and Anchor positioned as economical household staples. Shelf-stable U

Value sales of baby food in Guatemala increased in 2025 despite the ongoing decline in birth rates. Registered births fell sharply in 2024 and are expected to continue decreasing, yet demand for packaged baby food remains buoyant as more mothers enter the workforce and daily schedules become increasingly busy. For many working mothers, formula feeding becomes a practical necessity, especially when returning to employment shortly after childbirth. While some parents and caregivers seek savings by

Other dairy products continue to occupy a relatively small share of household budgets in Guatemala in 2025, as they are not generally viewed as essential items. When faced with the need to economise, many consumers reduce or forgo purchases from this category. Creamers retain appeal for their convenience, particularly because they do not require refrigeration, and are widely used in workplaces where coffee, creamer, and sugar are often provided at no cost. Condensed milk remains popular for its

Retail value sales of yoghurt and sour milk products in Guatemala increased in 2025, supported by growing interest in convenient, protein-rich snacks among families with children. Manufacturers offer a wide variety of formats aimed at younger consumers, from drinkable yoghurts to pouches and small tubs, often featuring colourful packaging with cartoon characters to attract children’s attention. Parents are drawn to these products as they provide a source of protein and probiotics, while children

Price sensitivity continues to influence consumer choices in butter and spreads, with lower-income households favouring margarine or cooking fats over butter. While higher-income consumers, often with greater access to health education, are increasingly drawn to butter for its perceived natural qualities and taste, budget-conscious shoppers tend to select the most affordable option available. Confusion between butter and margarine persists, with limited consumer understanding of their difference

Value sales of dairy products and alternatives in Guatemala increased in 2025, although growth was constrained by slowing consumption amid ongoing economic and political uncertainty. Inflation officially closed 2024 at 1.7% – the lowest in over a decade – but this figure is widely questioned by consumers, who continue to perceive a sharp rise in living costs. Many households have reduced discretionary purchases, while those receiving remittances have adopted a more cautious approach, saving a gr

Health, environmental concerns, and animal welfare remain the main drivers of growth for plant-based dairy in Guatemala in 2025. The increasing variety, sophistication, and functionality of plant-based milk products are contributing to this momentum, even as high prices continue to limit mass adoption. Modern retailers and foodservice outlets have notably expanded their ranges, with almond, soy, rice, coconut, and oat milk all available. Cafeterias are experimenting with plant-based milks that c

This report assesses the business environment in Guatemala, focusing on the regulatory environment, stability of the financial system, FDI intake, labour market flexibility and skillset, trade openness, mobility infrastructure, ICT adoption and innovative capabilities. Companies can evaluate these factors to understand the strengths and weaknesses of a country’s business environment for better strategic investment decisions.

The report examines the economic landscape of Guatemala and provides information on major monetary indicators, foreign trade and government finance. The economy expanded in real terms in 2024, driven by exports, private consumption, government spending and investments. However, a global economic slowdown, increasing geopolitical tensions and economic fragmentation as well as tight financial conditions pose risks to the country’s economic outlook.

In late 2024 and in 2025, the global cocoa crisis led to soaring prices in Central American countries. Manufacturers sought to absorb the costs, adjust product recipes, or were forced to pass on the cost to consumers. While prices for cocoa began to decline in 2025, manufacturers do not believe prices will reduce to their 2023 level. The local manufacturer Chocolates Granada, as well as other players who work with chocolate, have been impacted by this development. In addition, international impo

Moderate volume growth in sugar confectionery in 2025 is driven largely by demand from children and parents organising birthday parties. Bulk packages have become increasingly popular for such occasions and filling piñatas, offering both convenience and value. The most widely distributed brand that offers this is Colombina.

In 2025, flavour options for gum in Guatemala remain limited to mint, bubble gum, and fruit varieties. However, there is potential for growth through flavour innovation. Manufacturers could attract more consumer interest by introducing gum inspired by popular soft drinks or sugar confectionery. While core flavours like mint, bubble gum, and fruit are expected to remain dominant, slight expansion in the flavour range is anticipated. Seasonal limited-edition offerings and new flavours that mirror

Savoury snacks remain popular in Guatemala and continue their upward trajectory in 2025. Consumers are increasingly looking for bold or different flavours, with a strong international influence on flavours. Local brands are incorporating globally inspired flavours such as spicy blends, extra cheese, BBQ, and gourmet-style seasonings. At the same time, local and spicy flavours are also trending. Examples include Lay’s Campero, Chip’s Habanero, and Diana Palitos Chililimon.

Sweet biscuits, snack bars and fruit snacks is registering further value and volume growth in Guatemala in 2025.

Guatemala’s inflation rate closed 2024 at 1.7%, the lowest in 14 years; however, many argue it fails to reflect the true cost of living. In 2025, the snacks market is experiencing several price hikes, including the global price of chocolate and glucose, which is affecting snacks prices and manufacturers.

Ice cream continues to record growth in 2025, driven by a rising number of ice cream fans in Guatemala. Traditionally, Guatemalans have not been major dairy consumers, but dairy products are gradually becoming more common in their diets. Additionally, limited access to freezers in some areas of the country has historically restricted availability, though this is slowly improving. Ice cream sales in Guatemala remain heavily dependent on the weather, with a notable increase during the hotter summe

Insight into income, wealth and expenditure of consumers and households is vital in helping businesses make strategic decisions with regards to which country (or even which region within a country) to enter, which consumer segment to target, which products or services to market, and at which price point. Other factors such as the size and expansion of the middle class and income inequality are also important in helping companies gauge the potential of a country market.

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