Unpackaged flat bread (tortillas) continues to drive sales in baked goods. Tortillerías and panaderías, along with small local grocers, continue to be the main retail channels Overall the forecast period, there will be increasing focus on baked goods with a healthier positioning. Companies will also look to be more sustainable.

After a weak performance in 2025, volume sales increase in 2025. However, consumers remain highly price sensitive, and players respond by offering larger pack sizes that retail at a lower price per unit. Over the forecast period, there will be increasing focus on healthier options within breakfast cereals. Packaging will be a key differentiating tool.

Rice continues to dominate sales, with local producer Arrocera Los Corrales holding near monopoly. However, instant noodles registers the highest value growth, though from a low base. Small local grocers remain the key distributor. Over the forecast period, there may be growth in more niche segments, such as basmati, jasmine or sushi rice, as well as gluten-free pasta.

Shelf stable beans continue to be very popular and sustain sales of processed fruit and vegetables overall. Supermarkets lead distribution, but hypermarkets and discounters making gains. Over the forecast period, frozen offering should gain value share, due to their healthier positioning.

Staple food registers stable growth in 2025, supported by continuing population growth. However, price sensitivity remains high, and players adapt by offering larger product sizes that sell at a lower price per unit. Small local grocers continue to dominate distribution, though modern grocery retailers are gradually making gains. Their private label offerings also appeal to consumers. Over the forecast period, price will still be the key driver of sales, though consumers will also look for food

Overall, value sales fall as increasing competition leads to lower prices. Distribution continues to be mainly through small local grocers, though modern grocery retailers are making gains. Over the forecast period, while price will continue to be the main driver of sales, consumers will also look for healthier offerings, such as nitrate-free ham.

Guatemala enjoys solid state finances, but economic freedom has slipped and the political landscape is unstable. Although labour informality is high and exposure to commodities is significant, inflation remains contained and the economy is resilient. High birth rates and robust population growth will support the consumer market, but the gender gap is sizeable. Low internet use is negatively affecting e-commerce, but data centres investment is growing and free internet access is being expanded.

As more Guatemalan consumers cook at home to manage expenses, there is rising demand for pasta sauces, chilli sauces, and herbs and spices in 2025. At the same time, condiments like ketchup remain widely used, with growth supported by the introduction of new flavours and packaging formats that cater to evolving tastes and preferences.

With increasing health consciousness, there is rising demand for healthier oils, including olive and avocado oil. At the same time, private label continues to grow as budget-conscious households look to control food expenses. Supermarkets and discounters are capitalising on this trend by expanding their offering of high-volume packaging.

An expanding variety of flavours and packaging formats supports the growing appeal of sweet spreads in Guatemala in 2025. The introduction of premium flavours caters to higher-income consumers seeking unique and artisanal options, while the presence of more affordable brands ensures that lower-income households remain engaged in the category.

In 2025, Guatemala’s economic environment continues to influence consumer behaviour. While inflation eased from 4.49% in 2023 to 1.51% in 2024, price remains a key consideration and consumers are cautious with their spending, focusing primarily on essential products. Many shoppers wait for discounts and favour retailers that offer cost-effective solutions to manage household budgets. Despite these pressures, cooking ingredients and meals is expected to maintain growth in both volume and value te

Price-sensitive Guatemalans are prioritising essential goods over meals and soups, leading to declining sales in 2025. Private label continues to gain ground as consumers turn to more affordable alternatives to branded products. Going forward, with rising health and wellness concerns among higher-income consumers, there is an opportunity for brands to reformulate or introduce products with simpler, more transparent ingredient profiles, which may help increase trust and broaden appeal.

Consumers continue to purchase a variety of digestive remedies, in order to address issues such as indigestion, heartburn, bloating and general discomfort, often associated with eating outside of the home, including eating street food. Diarrhoeal remedies are seeing strong demand, ranking just behind antiacids within the overall product area. However, laxatives are expected to register the highest value growth, though this is mainly due to price rises from global brands, with volume only expecte

Herbal/traditional products is expected to continue to register healthy value growth in Guatemala in 2025. Its popularity is rooted in a deep cultural legacy of using natural remedies and medicines for various ailments and there is also significant trade through informal channels. Consequently, consumer health products that are marketed as herbal or traditional generally appeal to consumers. In 2025, herbal/traditional digestive remedies is expected to register the highest current value growth.

Analgesics in Guatemala is expected to register moderate current value growth in 2025. During the review period, Guatemala has faced significant dengue outbreaks, exacerbated by heavy rainfall and increased mosquito transmission. Prior to confirming symptoms as those of dengue or other arboviruses, individuals are advised against using aspirin for treating fever, aches, and related symptoms. As consumer awareness about these distinctions grows, there has been a noticeable decline in aspirin use.

Sports nutrition is expected to be the best performing consumer health product in Guatemala in 2025, registering double-digit percentage value growth. Though prices are still high, they have stabilised and this supports value sales. Increasingly popular among bodybuilders, athletes, sports professionals and fitness enthusiasts, sports nutrition products are in demand, supported by a growing fitness culture. There is also still significant room for growth, as consumers continue to mainly be dedic

Consumer health in Guatemala is expected to register healthy current value growth in 2025. However, while the economy is growing, rising concerns about the impact of deportations from the US is expected to impact remittance flows, which is also a significant part of the economy. On top of this, lowering exports to the US is another negative, though with a US tariff rate of 10% in September 2025, it is relatively low compared with other countries. As such, there is expected to be high price sensi

Cough, cold and allergy (hay fever) remedies is expected to register moderate current value growth in Guatemala in 2025 and continues to be the country’s most popular consumer health product. The wide array of price ranges and product presentations across varying retail channels caters to a diverse consumer base and different household budgets. Cough remedies is expected to register the highest value growth, driven by the high prevalence of respiratory illnesses. Conditions such as the common co

Wound care is a highly mature product area in Guatemala, with little innovation, and in 2025 it is expected to register minimal value growth, with volume sales falling slightly. While there is increasing participation in fitness activities, which is leading to a higher incidence of minor injuries, continuing price sensitivity is dampening value sales. As such, consumers continue to economise as much as possible Sticking plasters/adhesive bandages account for most value sales and are also expec

Consumer interest in dermatologicals is on the rise in Guatemala in 2025. A variety of products, including antifungals, nappy (diaper) rash treatments, medicated shampoos are all expected to see increasing value sales. However, with prices still increasing, though at a lower rate, consumers continue to be price sensitive and are responding by purchasing smaller formats and trying to use less of a product. Topical antifungals are expected to register the highest current value growth, though volu

Weight management and wellbeing is expected to register positive current value growth in Guatemala in 2025. Its sales are supported by sustained consumer interest in health, fitness, and body image, as well as a growing awareness of metabolic health and preventive care. Despite higher prices, consumers perceive these products, such as fat burners, appetite suppressants, and meal replacement shakes, as investments in their well-being. Additionally, the rise of social media trends and fitness infl

Paediatric consumer health is expected to register moderate current value growth in Guatemala in 2025. Rising prices over the review period have taken a toll and consumers are more price sensitive and are only making purchases when essential. Paediatric diarrhoeal remedies account for most value sales, though nappy (diaper) rash treatments are expected to register the highest value growth.

Dietary supplement is expected to register healthy current value growth in 2025, with offerings continuing to expand. However, it is also a mixed picture, with some supplements gaining and others losing out. For instance, ginseng has traditionally been popular, for its as increased energy, cognitive enhancement, and immune support. [However, it is expected to register a fall in volume sales in 2025. Its popularity is declining in specific consumer segments, particularly among younger consumers

Vitamins remains a sizeable product area in Guatemala in 2025 and is expected to register healthy current value growth, though volume growth is expected to be more muted, as price rises mainly account for increasing value sales. As such, while vitamins continue to be popular, it is a mature product area, and with inflation still being an issue, more consumers are looking to get their key nutrients from their diet. Multivitamins continue to account for most value sales and are also expected to re