Tobacco in 2024: The big picture
The Guatemalan economy experienced growth in 2024, with real GDP reaching 3.4%. Several sectors benefitted from this performance, including financial services and tourism, and overall economic activity was positive. However, as inflation rose to nearly 3% - a higher rate than in 2023 – price increases impacted the consumption of certain products, including tobacco. Looking ahead to 2025, the macroeconomic outlook is looking favourable, with real GDP growth projected to be around 4%, coupled with a comparable inflation rate by the end of the year.
2024 key trends
Overall, tobacco saw a positive performance in Guatemala in 2024, with some categories performing better than others. Traditional combustible cigarettes, for instance, continued to decline in volume terms; however, e-vapour products and heated tobacco recorded further growth in the year. As consumer awareness of these products continues to grow and distribution expands, companies are able to reach a larger consumer base and realise a higher degree of market penetration.
Competitive landscape
Tabacalera Centroamericana SA, which distributes the brands of Phillip Morris International, including Marlboro, once again held its leading position in 2024. The Rubios brand underwent a formal rebranding at the end of 2023, with the introduction of Marlboro Artesanal (in regular and menthol) as the official replacement in 2024.
Retail developments
The traditional channel is by far the most important for the distribution of tobacco products in Guatemala. Pulperías and other small local independent grocers dominate the retail landscape, particularly in the interior regions of this expansive country. Although not legally permitted, many of these mom-and-pop shops routinely sell single cigarettes to customers and often carry brands such as This, which are typically not found in larger, modern retail outlets.
What next for tobacco?
Volume sales and consumption of traditional combustible cigarettes in Guatemala are expected to continue declining over the forecast period. Growing consumer awareness of the health and environmental risks associated with smoking has led to a steady reduction in usage. In addition, in a price-sensitive market like Guatemala, the rising cost of cigarettes is prompting many consumers to reconsider such purchases
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Overview:
Understand the latest market trends and future growth opportunities for the Tobacco 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:
- Cigarettes
- Cigars, Cigarillos and Smoking Tobacco
- Smokeless Tobacco, E-Vapour Products and Heated Tobacco
If you're in the Tobacco 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 Tobacco 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 Tobacco in Guatemala?
- Which are the leading brands in Tobacco in Guatemala?
- How are products distributed in Tobacco in Guatemala?
- Which category is the most heavily taxed in Guatemala?
- How is the operating environment for Tobacco changing?
- What are the current legislative restrictions applicable to the sale of Tobacco products in Guatemala?
- How has COVID-19 impacted demand?
- How have national lockdown and enforced home seclusion following COVID-19 impacted sales?
- Where is future growth expected to be most dynamic?
Tobacco in Guatemala
Tobacco in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tobacco?
Legislation
Legislative overview
Minimum legal smoking age
Smoking prevalence
Tar levels
Health warnings
Plain packaging
Advertising and sponsorship
Point-of-sale display bans
Smoking in public places
Low ignition propensity (LIP) cigarette regulation
Flavoured tobacco product ban
Reduced harm
Vapour products
PRODUCTION/IMPORTS/EXPORTS
DISCLAIMER
Cigarettes in Guatemala
KEY DATA FINDINGS
Volume sales continue to decline, with illicit trade on the rise
Tabacalera Centroamericana SA leads with its flagship Marlboro brand
Small local independent grocers continue to drive sales in the category
Smoking prevalence on a steady decline
New narrative could drive a faster transition to smoke-free products
Wider variety of economy flavoured cigarettes expected
Taxation rates
Average cigarette pack price breakdown
Cigars, Cigarillos and Smoking Tobacco in Guatemala
KEY DATA FINDINGS
Modest growth of cigars in 2024
Tabacos y Puros Finos SA maintains its lead in 2024
Tobacco specialists and cigar shops meet the expectations of more discerning cigar smokers
Cigars poised to outperform cigarillos
Emerging consumer interest in water pipe tobacco
Potential to grow cigars and cigarillos via online sales
Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Guatemala
KEY DATA FINDINGS
Rising demand for e-vapour products in 2024
E-vapour space is diverse and remains fragmented
Consumers appreciate the expertise offered by vape shops
Ongoing strong demand for single use vapes
Initiatives to restrict e-cigarettes sales not expected to advance
More product launches in the e-vapour space
The following categories and subcategories are included:
Tobacco
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- Fine Cut Cigarettes
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- Cigarettes (Illicit+Legal)
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- Cigars
- Cigarillos
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- Pipe Tobacco
- Fine Cut Tobacco
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- Chewing Tobacco
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- Loose US-Style Moist Snuff
- Portion US-Style Moist Snuff
- Swedish-Style Snus
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- Closed System Single Use
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- Closed System Rechargeable (including starter kits)
- Closed System Cartridges
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- Open Vaping Systems Charging and Vapourising Devices
- E-liquids
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- Tobacco Heating Devices
- Heated Tobacco
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- Nicotine Pouches
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- Closed System Single Use (Illicit+Legal)
- Closed System Cartridges (Illicit+Legal)
- E-Liquids (Illicit+Legal)
Tobacco
Passport Tobacco covers the seven major tobacco categories: Cigarettes, Cigars & Cigarillos, Smoking tobacco (made up of Pipe tobacco and RYO tobacco), Smokeless Tobacco (snuff and chewing tobacco), E-Vapour Products (closed and open); Heated Tobacco; and Tobacco Free Oral Nicotine. Smoking paraphernalia such as pipes, rolling papers, lighters or matches, etc., are not included, nor are nicotine replacement therapy (NRT) products, which are part of Euromonitor's Passport Consumer Healthcare database.
See all of our definitionsWhy buy this report?
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This report originates from Passport, our Tobacco research and analysis database.
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