In 2025, polishes in Guatemala experienced a growth rate of 4% in retail current value terms, reaching GTQ50.0 million. This growth was driven by a dual economic reality: continued price sensitivity among a large portion of the population, coexisting with rising disposable income among the growing urban middle class. The median disposable income per household in Guatemala was GTQ139,990 in 2025, indicating a steady increase in purchasing power. In addition, the urban population in Guatemala stoo

In 2025, surface care in Guatemala experienced 3% retail current value growth to reach GTQ391 million. A large proportion of the population has lower incomes, so there remains strong demand for low-cost and value for money products, as well as smaller sizes. However, growth can also be attributed to the increasing demand for premium and specialised products, particularly among the rising middle and higher-income segments in urban areas. With the urban population rising to 10.4 million in 2025, t

In 2025, laundry care in Guatemala experienced growth 4%?retail current value growth to reach GTQ2,669 million, with volume sales seeing a similar rise, driven by remittances and consumer price sensitivity. Remittances to Guatemala are expected to surpass USD24.5 billion in 2025, a 14% increase over 2024, providing a critical lifeline for millions of families and influencing consumer spending power. The first nine months of 2025 alone saw Guatemalan remittances rise by 20% from the previous year

In 2025, toilet care in Guatemala experienced retail current value growth of 6%, with retail volumes also seeing a similar dynamic increase. Growth was supported by a heightened consumer focus on hygiene and sanitation, as well as economic factors. The median disposable income per household in Guatemala continued to rise in 2025, indicating a steady increase from previous years, enabling consumers to spend on toilet care products. In addition, growth in remittances, which are expected to surpass

Bleach in Guatemala reached retail volumes of 30.8 million litres in 2025, representing a growth rate of 4%. Retail value sales reached GTQ230 million, showing a growth rate of 5%. The relatively stable economic environment, with inflation of 2%, and growing remittances, which are expected to see a 14% increase over 2024, are contributing to the category's strong performance. The growth in the median disposable income per household, to reach GTQ139,990 in 2025, also supported growth for bleach,

Air care in Guatemala experienced dynamic 5% retail current value growth in 2025, reaching GTQ166 million. This increase was driven by rising disposable incomes, and greater awareness of the benefits of clean indoor air among consumers. Remittances also played a significant role, with a 20% increase in the first nine months of 2025 compared to the previous year. The growing urban population, reaching 10.4 million in 2025, also contributed to growth, due to the expanding urban middle class in maj

Home care in Guatemala is characterised by growth, driven by increasing demand for effective and affordable products, a rising middle class, and urbanisation. In 2025, the industry recorded 5% retail current value growth to reach a retail value of GTQ4.2 billion, with laundry care being the largest contributor to sales. Growth is expected to continue in the forecast period, with a CAGR?of 7%. With a growing middle class and rising urban population, consumers are expected to become more discerni

In 2025, home insecticides in Guatemala experienced 6% retail current value growth to reach GTQ254 million. This was driven by a heightened consumer focus on pest-borne diseases like dengue, Zika, and chikungunya, driven by ongoing public health campaigns and the country's tropical climate, which maintains consistent demand. Growth is attributed to the increasing demand for effective pest control measures, particularly in urban areas, where population density is high, creating favourable conditi

In 2025, dishwashing in Guatemala experienced significant retail current value growth of 6%, to reach GTQ335 million, with retail volume sales also seeing a significant rise. Guatemala's economic context, with solid GDP growth, a significant increase in remittances, and a rising median disposable income per household, has contributed to the resilience of dishwashing. Remittances are expected to surpass USD24.5 billion in 2025, a 14% increase from 2024, providing a critical lifeline for many fami

RTD tea is steadily gaining appeal amongst younger consumers seeking lighter, health-oriented alternatives to carbonates and juice. Reduced-sugar and herbal variants are gaining traction, while exotic flavours and functional teas offer opportunities for further expansion. Lipton leads the category, leveraging wellness positioning, experiential campaigns, and digital engagement to connect with Gen Z and Millennials. Small local grocers remains the main distribution channel, while discounters are

Concentrates in Guatemala are losing appeal amongst younger consumers. Their main advantage is their affordability, although they are viewed as less convenient and practical than ready-to-drink options. In powder concentrates, some players are attempting to drive consumer interest by emphasising the functional attributes of their products. Discounters, with their competitive pricing and broader assortments, are gradually gaining relevance alongside small local grocers, enhancing access for price

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 di

Carbonates remains the largest soft drink category in Guatemala. Demand is being impacted by affordability, impulse purchases, and a preference for varied pack sizes, from single-serve to family formats. Regular cola carbonates is the main driver of growth, supported by a loyal consumer base. Small local grocers remain vital for distribution, while discounters and convenience stores are enhancing accessibility. Digital campaigns and personalised packaging are helping to engage younger consumers,

Bottled water is an essential beverage in Guatemala due to limited access to safe public water and concerns over pollution. Carbonated purified variants appeal to health-conscious consumers, while premium and flavoured lines target younger, higher-income segments. Small local grocers provide convenient access through affordable single-serve sachets and bottles, while convenience stores offer chilled options for impulse consumption. E-commerce meanwhile, remains niche, mainly used for larger, bul

Demand for RTD coffee in Guatemala is limited by high prices due to imports, and widespread preference for freshly brewed beverages. Sweetened lattes and cappuccinos dominate, while sugar-free options have limited availability. Growth opportunities exist through functional innovations, higher-quality cold brews, and specialised formats targeting on-the-go and health-conscious consumers. RTD tea is sold primarily through supermarkets, while forecourt retailers is emerging as a key impulse channel

Energy drinks in Guatemala serve two purposes: providing functional energy for physically demanding work schedules and offering an indulgent and sensory experience. Regular sugar-containing variants remain dominant, as these beverages are valued for their rapid energy boost, rather than any health benefits. Affordable brands like Raptor have helped to democratise access to energy drinks, making them available to a wider range of consumers across different income levels. Small local grocers are k

Juice consumption in Guatemala is influenced by changing health perceptions, with many consumers viewing these products as high in sugar. Children remain a key target, while for adults, juice tends to be an occasional beverage, consumed mainly in the morning. Coconut water and other plant-based waters, however, are gaining traction, due to their perceived wellness benefits. While convenience stores and small local grocers are improving accessibility through single-serve and family-sized formats,

Sports drinks in Guatemala are increasing their appeal beyond athletes, driven by warm temperatures, expansion of outdoor activities, and a desire for rapid rehydration. Products increasingly combine hydration with functional benefits like electrolytes, vitamins, and energy support. Regular sports drinks containing sugar still dominate, though zero-sugar options are beginning to emerge. Small local grocers remain key for impulse purchases, while discounters and convenience stores are improving a

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 compet

Demand for tea in Guatemala is growing, driven by rising consumer interest in health and wellbeing. Green and herbal teas, particularly antioxidant-rich or medicinal varieties like camomile and ginger, are key drivers of this trend. Local brands are expanding functional and organic offerings, while companies like Supremo and Lipton innovate with indulgent flavours to broaden consumption occasions. Supermarket chains dominate distribution, supported by outlet expansion and promotions, though trad

Demand for coffee remains robust in Guatemala , despite rising prices due to global supply constraints. Consumers are managing costs through the prioritisation of smaller packs, promotions, and lower-priced brands, while younger generations are increasingly embracing coffee drinking as a daily ritual. Growth is led by fresh ground pods and cold-preparation options, with instant coffee remaining popular. INCASA and Nestlé dominate the competitive landscape, while Walmart’s Suli private label gain

Growth of other hot drinks in Guatemala is constrained by adults’ preference for coffee and children’s shift towards ready-to-drink cold beverages. Traditional atole remains widely consumed, while flavoured powder drinks leads value growth due to rising cocoa prices. Innovation balances functionality with indulgence, with players targeting energy, immunity, and digestive health. Small local grocers remain key for atole, while supermarkets and hypermarkets are expanding their ranges with convenie

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.