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.

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