Packaged food in guatemala
Upcoming SlideShare
Loading in...5
×
 

Packaged food in guatemala

on

  • 559 views

This Euromonitor market report provides market trend and market growth analysis of the Packaged Food industry in Guatemala. With this market report, you’ll be able to explore in detail the changing ...

This Euromonitor market report provides market trend and market growth analysis of the Packaged Food industry in Guatemala. With this market report, you’ll be able to explore in detail the changing shape and potential of the industry. You will now be able to plan and build strategy on real industry data and projections.

Statistics

Views

Total Views
559
Views on SlideShare
559
Embed Views
0

Actions

Likes
0
Downloads
2
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Packaged food in guatemala Packaged food in guatemala Document Transcript

  • Packaged Food in GuatemalaPublished:November 2011Price:US $ 6500Report SummaryThis Euromonitor market report provides market trend and market growth analysis of thePackaged Food in Guatemala. With this market report, you’ll be able to explore in detail thechanging shape and potential of the industry. You will now be able to plan and buildstrategy on real industry data and projections.The Packaged Food in Guatemala market research report includes:* Analysis of key supply-side and demand trends* Detailed segmentation of international and local products* Historic volumes and values, company and brand market shares* Five year forecasts of market trends and market growth* Robust and transparent market research methodology, conducted in-countryOur market research reports answer questions such as:* What is the Guatemala Packaged Food Market size?* What are the major brands in Guatemala?* As economic prospects slowly improve, are consumers starting to eat out more andspending less time cooking at home?* How is private label performing in the wake of retail consolidation and the global economichangover?* Do consumers want value for money or added value?* Why buy this report?Gain competitive intelligence about market leaders* Track key industry trends, opportunities and threats* Inform your marketing, brand, strategy and market development, sales and supplyfunctions* This industry report originates from Passport, our Packaged Food market researchdatabase.Each report is delivered with the following components:* Report: PDF and Word* Market statistics: Excel workbookBrowse All Food and Beverages Market Research Reports
  • SAMPLE ANALYSISEXECUTIVE SUMMARYStable performance expected following 2010 recoveryIn 2011, the retail volume sales performance of most categories is expected to be in linewith that seen in 2010. In 2009, most categories, especially those comprising non-stapleitems, saw a slowdown in retail volume sales growth and relatively poor performance.Guatemala was affected by the global economic crisis; remittances decreased, consumerconfidence was down and consumption was depressed. In 2010, stronger retail volumesales growth was seen, as a result of a stronger economy. Expected results for 2011 showthat the effects of the crisis will continue to recede, but underlying conditions in the countrymight still act as a barrier to growth.Segmentation and innovation; key drivers for packaged foodsCompanies that focused on segmentation and innovation retained the strongest competitivepositions, even in times of crisis. Segmentation and innovation were used to attract newcustomers, widen the consumer base and retain or increase retail value sales share. Thesestrategies proved successful for the leading players, as they enabled them to reach adiverse consumer base and to charge each segment what it was willing to pay. Manycompanies utilised a single umbrella brand with different pack sizes to reach a wide range ofconsumers. Other companies used several brands to attract different consumer groups.Additionally, innovative efforts were for the most part used to offer customers more added-value, which enabled players to establish a leading position in emerging formats and chargelarger mark-ups.Multinationals strengthen through mergers and acquisitionsRepeated examples have shown that multinational companies see mergers and acquisitionsas the best means of entering or strengthening their position in packaged food inGuatemala. In 2008, the Mexican company Industrial Lala acquired the domestic playerForemost Diaries de Guatemala. This provided Industrial Lala with greater strength, know-how and distribution in the country. In 2010, the international giant Nestlé acquired thedomestic player Malher. The acquisition strengthened Nestlé’s positioning in the country, asMalher is a key player in dehydrated packaged foods and drinks. Developments such asthese lend additional dynamism to packaged food in Guatemala, as international playerstend to invest heavily in research and development, marketing and advertising.Modern channels expand aggressivelyEarly in 2011, the international chain Wal-Mart Centroamérica announced its plans to openand remodel 25 outlets in Guatemala. At the end of the review period, Wal-Mart was theleading modern grocery retailer in the country, with a presence in hypermarkets,supermarkets and discounters. Meanwhile, the domestic supermarket chain Unisuperopened new La Torre supermarkets. It also shifted some of its smaller EconoSupersupermarkets to the La Torre format. At the end of the review period, the number of outletsin the traditional channel continued to greatly outnumber modern grocery retailer outletsand remained essential for the distribution of daily-use staple products in the country.Nonetheless, the ongoing expansion of modern retail outlets makes it likely that someemerging categories will be primarily distributed through these outlets in coming years.
  • Significant growth potentialWhile Guatemala is a small emerging market with large future growth potential, thereremain significant challenges to overcome. The country continues to offer more workingopportunities, especially for young adults and women, but the economically activepopulation also continues to grow. While remittances recovered and continued to growfollowing the significant decline suffered in 2009 and the early part of 2010, high inflationplaced more pressure on consumers. Urbanisation and the expansion of modern retailchannels will provide new opportunities for companies to reach potential customers.TABLE OF CONTENTSPackaged Food in Guatemala - Industry OverviewEXECUTIVE SUMMARYStable performance expected following 2010 recoverySegmentation and innovation; key drivers for packaged foodsMultinationals strengthen through mergers and acquisitionsModern channels expand aggressivelySignificant growth potentialFOODSERVICE – KEY TRENDS AND DEVELOPMENTSHeadlinesTrendsCompetitive LandscapeProspectsCATEGORY DATATable 1 Foodservice Sales of Packaged Food by Category: Volume 2006-2011Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2006-2011Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2011-2016Table 4 Forecast Foodservice Sales of Packaged Food by Category: % VolumeGrowth 2011-2016IMPULSE AND INDULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTSHeadlinesTrendsCompetitive LandscapeProspectsCATEGORY DATATable 5 Sales of Impulse and Indulgence Products by Category: Volume 2006-2011
  • Table 6 Sales of Impulse and Indulgence Products by Category: Value 2006-2011Table 7 Sales of Impulse and Indulgence Products by Category: % Volume Growth2006-2011Table 8 Sales of Impulse and Indulgence Products by Category: % Value Growth2006-2011Table 9 Company Shares of Impulse and Indulgence Products 2006-2010Table 10 Brand Shares of Impulse and Indulgence Products 2007-2010Table 11 Forecast Sales of Impulse and Indulgence Products by Category: Volume2011-2016Table 12 Forecast Sales of Impulse and Indulgence Products by Category: Value2011-2016Table 13 Forecast Sales of Impulse and Indulgence Products by Category: %Volume Growth 2011-2016Table 14 Forecast Sales of Impulse and Indulgence Products by Category: % ValueGrowth 2011-2016NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTSHeadlinesTrendsCompetitive LandscapeProspectsCATEGORY DATATable 15 Sales of Nutrition/Staples by Category: Volume 2006-2011Table 16 Sales of Nutrition/Staples by Category: Value 2006-2011Table 17 Sales of Nutrition/Staples by Category: % Volume Growth 2006-2011Table 18 Sales of Nutrition/Staples by Category: % Value Growth 2006-2011Table 19 Company Shares of Nutrition/Staples 2006-2010Table 20 Brand Shares of Nutrition/Staples 2007-2010Table 21 Forecast Sales of Nutrition/Staples by Category: Volume 2011-2016Table 22 Forecast Sales of Nutrition/Staples by Category: Value 2011-2016
  • Table 23 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2011-2016Table 24 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2011-2016MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTSHeadlinesTrendsCompetitive LandscapeProspectsCATEGORY DATATable 25 Sales of Meal Solutions by Category: Volume 2006-2011Table 26 Sales of Meal Solutions by Category: Value 2006-2011Table 27 Sales of Meal Solutions by Category: % Volume Growth 2006-2011Table 28 Sales of Meal Solutions by Category: % Value Growth 2006-2011Table 29 Company Shares of Meal Solutions 2006-2010Table 30 Brand Shares of Meal Solutions 2007-2010Table 31 Forecast Sales of Meal Solutions by Category: Volume 2011-2016Table 32 Forecast Sales of Meal Solutions by Category: Value 2011-2016Table 33 Forecast Sales of Meal Solutions by Category: % Volume Growth 2011-2016Table 34 Forecast Sales of Meal Solutions by Category: % Value Growth 2011-2016MARKET DATATable 35 Sales of Packaged Food by Category: Volume 2006-2011Table 36 Sales of Packaged Food by Category: Value 2006-2011Table 37 Sales of Packaged Food by Category: % Volume Growth 2006-2011Table 38 Sales of Packaged Food by Category: % Value Growth 2006-2011Table 39 GBO Shares of Packaged Food 2006-2010
  • Table 40 NBO Shares of Packaged Food 2006-2010Table 41 NBO Brand Shares of Packaged Food 2007-2010Table 42 Penetration of Private Label by Category 2006-2011Table 43 Sales of Packaged Food by Distribution Format: % Analysis 2006-2011Table 44 Sales of Packaged Food by Category and Distribution Format: % Analysis2011Table 45 Forecast Sales of Packaged Food by Category: Volume 2011-2016Table 46 Forecast Sales of Packaged Food by Category: Value 2011-2016Table 47 Forecast Sales of Packaged Food by Category: % Volume Growth 2011-2016Table 48 Forecast Sales of Packaged Food by Category: % Value Growth 2011-2016DEFINITIONSSummary 1 Research SourcesPackaged Food in Guatemala - Company ProfilesAlimentos Kern de Guatemala SA in Packaged Food (Guatemala)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 3 Alimentos Kern de Guatemala SA: Competitive Position 2010Avicola Villalobos SA in Packaged Food (Guatemala)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGIndustria Nacional Alimenticia, SA in Packaged Food (Guatemala)
  • STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 6 Industria Nacional Alimenticia: Competitive Position 2010Malher, SA in Packaged Food (Guatemala)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 8 Malher SA: Competitive Position 2010Baby Food in Guatemala - Category AnalysisHEADLINESTRENDSIn 2011 current value sales of baby food are set to increase by 8% to GTQ440 million. Mostvalue sales are expected to come from milk formula, accounting for around 77% of currentvalue sales. The country’s demographics greatly favour the category, with around 9% of thetotal population under 36 months old. Additionally, the strong yearly increase in thepopulation also helps to create an important sales size. With these demographiccharacteristics, the demand should be larger, however cultural and economic barriersprevent the category from having greater importance in the country. Guatemala has beensaid to have one of the five largest malnutrition indexes in the population of children below5-years-old according to a European Union Delegation in April 2011. According to them,almost 50% of children under 5-years-old suffer chronic malnutrition in the country.Although breastfeeding is important, this is only helpful for new borns and/or toddlers, butafter they have stopped breastfeeding mothers in the poorest areas of the country cannotafford to give their children good nutrition. Although this could create a big window ofopportunity for baby food manufacturers, the very low purchasing power of these familieslimits the potential for packaged products.COMPETITIVE LANDSCAPENestlé Guatemala SA is the leading company in baby food in Guatemala. The company hasa longstanding reputation for high quality products in the category, with a leading positionin every area where it participates. Thanks to its high top of mind and to limited competitionin most categories, the company enjoys a 58% share of value sales.
  • PROSPECTSConstant value sales are expected to reach GTQ556 million by 2016 as a result of a 5%constant value CAGR. The strong expected performance of the category comes as a result ofgrowth in both volume and value terms. Retail volume is expected to benefit from its largerbase of consumers, which comes from population growth as well as new consumers thanksto higher disposable incomes and double-income homes. In terms of value, the performanceis predicted to be strong, as companies focus on value-added products with new features forwhich then can charge larger mark-ups.CATEGORY DATATable 49 Sales of Baby Food by Category: Volume 2006-2011Table 50 Sales of Baby Food by Category: Value 2006-2011Table 51 Sales of Baby Food by Category: % Volume Growth 2006-2011Table 52 Sales of Baby Food by Category: % Value Growth 2006-2011Table 53 Soy-based Vs Dairy-based Special Baby Milk Formula % Breakdown 2010Table 54 Baby Food Company Shares 2006-2010Table 55 Baby Food Brand Shares 2007-2010Table 56 Sales of Baby Food by Distribution Format: % Analysis 2006-2011Table 57 Forecast Sales of Baby Food by Category: Volume 2011-2016Table 58 Forecast Sales of Baby Food by Category: Value 2011-2016Table 59 Forecast Sales of Baby Food by Category: % Volume Growth 2011-2016Table 60 Forecast Sales of Baby Food by Category: % Value Growth 2011-2016Baked Goods in Guatemala - Category AnalysisHEADLINESTRENDSThe baked goods category is the largest amongst all packaged food in Guatemala. In 2011,current value sales of this category are expected to be GTQ11,232 million after a 6%increase. Bread is regarded as a staple item for many Guatemalans’ daily diet. The producthas been made available to people across the country, especially thanks to the manyartisanal bakeries which carry basic products at very affordable prices.COMPETITIVE LANDSCAPEIn Guatemala the bulk of the sales are still held by many independent artisanal bakers,which held an 78% share of retail value sales in 2010. After this, the large conglomerate
  • Bimbo de Centroamérica SA is the largest single participant in the category. The companyheld a 7% share of total retail value sales. The great success of artisanal producers ismainly due to their wide availability; their products are sold either in their own outlets,through independent small grocers or with direct distribution to people’s homes. It is verycommon to see bakers go to nearby neighbourhoods in their cars or bikes with open basketsat a certain time of the day, and neighbours will approach them and buy. Artisanal bread,then, holds a nostalgic and human aspect that greatly differentiates it from thepackaged/industrial counterpart. People know their bakers and are mostly loyal to them.PROSPECTSBaked goods is forecast to reach constant value sales of GTQ12,128 million by 2016 after a1% constant value CAGR. For baked goods, which is already a mature category that haspenetrated most stratums of the population, growth can come either from higher prices orby an expansion of the consumer base. Since the Guatemalan population is still expected tocontinue growing at a rate higher than 2% a year over the forecast period, future potentialis still very good for the category.CATEGORY DATATable 61 Sales of Baked Goods by Category: Volume 2006-2011Table 62 Sales of Baked Goods by Category: Value 2006-2011Table 63 Sales of Baked Goods by Category: % Volume Growth 2006-2011Table 64 Sales of Baked Goods by Category: % Value Growth 2006-2011Table 65 Unpackaged/Artisanal Bread: In-store Bakery Sales 2006-2011Table 66 Packaged/Industrial Cakes: Single Portion vs Multi-pack % Breakdownby Type 2006-2011Table 67 Baked Goods Company Shares 2006-2010Table 68 Baked Goods Brand Shares 2007-2010Table 69 Sales of Baked Goods by Distribution Format: % Analysis 2006-2011Table 70 Forecast Sales of Baked Goods by Category: Volume 2011-2016Table 71 Forecast Sales of Baked Goods by Category: Value 2011-2016Table 72 Forecast Sales of Baked Goods by Category: % Volume Growth 2011-2016Table 73 Forecast Sales of Baked Goods by Category: % Value Growth 2011-2016Biscuits in Guatemala - Category Analysis
  • HEADLINESTRENDSIn 2011, current value sales of biscuits are expected to increase by 5% to GTQ2,110million. A new entrant, PepsiCo’s Gamesa brand, is expected to bring more dynamism to thecategory. Guatemala’s demographics greatly favour performance of biscuits in the country,as children (ages 0-14), who are considered to be key consumers of many of theseproducts, comprise 42% of the population.COMPETITIVE LANDSCAPEBiscuits in Guatemala is a highly fragmented category. Individual brands have shares nolarger than 10%. The strength of some companies competing in the category then is mainlydue to a wide product portfolio, with which companies can capture a larger share. Thecompany with the largest value share is Alimentos Kern de Guatemala SA, with 29% shareof current value sales in 2010, thanks to its many brands.PROSPECTSOver the forecast period, the category is expected to expand with a 3% constant valueCAGR to reach GTQ2,416 million by 2016. Biscuits is considered an affordable snack thatcan be consumed on a daily basis. As the category expands to reach other target groups,and population continues to grow, the category is expected to continue performing stronglydespite its maturity in the market.CATEGORY DATATable 74 Sales of Biscuits by Category: Volume 2006-2011Table 75 Sales of Biscuits by Category: Value 2006-2011Table 76 Sales of Biscuits by Category: % Volume Growth 2006-2011Table 77 Sales of Biscuits by Category: % Value Growth 2006-2011Table 78 Biscuits Company Shares 2006-2010Table 79 Biscuits Brand Shares 2007-2010Table 80 Sales of Biscuits by Distribution Format: % Analysis 2006-2011Table 81 Forecast Sales of Biscuits by Category: Volume 2011-2016Table 82 Forecast Sales of Biscuits by Category: Value 2011-2016Table 83 Forecast Sales of Biscuits by Category: % Volume Growth 2011-2016Table 84 Forecast Sales of Biscuits by Category: % Value Growth 2011-2016Breakfast Cereals in Guatemala - Category Analysis
  • HEADLINESTRENDSAfter an expected 7% current value increase, breakfast cereals is expected to reachGTQ926 million in 2011. Of total current value sales, hot cereals is the largest category,accounting for around 36%. There is a long tradition of consumption of breakfast cereals inthe country, specifically in areas where the temperature tends to be colder. Guatemala hasthe highest per capita consumption of hot cereals in Latin America, with 0.98kg per person.Hot cereals are generally inexpensive and hearty, so consumption is common both in ruraland urban areas by low- and high-income consumers.COMPETITIVE LANDSCAPEThe leadership of Kellogg de Centroamérica, SA, with 44% of current value sales in 2010, isexplained by the wide range of products that the company offers and the long trajectory ofits different brands. Following closely is the domestic Central de Alimentos SA, which over2010 kept its 42% share of current value sales. The success of the company is attributableto its large presence in the popular hot cereals category. The company offers both domesticand international brands. One of its most important brands is Incaparina, which is a hotcereal domestically developed as a response to great malnutrition problems that the countryfaces. The product blends proteins, minerals and vitamins to balance children’s caloric input.The product, however, is consumed by low- and high-income consumers.PROSPECTSBreakfast cereals’ constant value sales are expected to reach GTQ1,110 million by 2016,after a 4% constant value CAGR to take place over the forecast period. The country’sdemographics, with a rapidly growing population and a large group under 14 years of age(around 42% of the total), are especially beneficial for the category’s performance. Cerealsare regarded as an easy and inexpensive way of providing children with nutrition andadditional benefits.CATEGORY DATATable 85 Sales of Breakfast Cereals by Category: Volume 2006-2011Table 86 Sales of Breakfast Cereals by Category: Value 2006-2011Table 87 Sales of Breakfast Cereals by Category: % Volume Growth 2006-2011Table 88 Sales of Breakfast Cereals by Category: % Value Growth 2006-2011Table 89 Breakfast Cereals Company Shares 2006-2010Table 90 Breakfast Cereals Brand Shares 2007-2010Table 91 Sales of Breakfast Cereals by Distribution Format: % Analysis 2006-2011Table 92 Forecast Sales of Breakfast Cereals by Category: Volume 2011-2016Table 93 Forecast Sales of Breakfast Cereals by Category: Value 2011-2016
  • Table 94 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2011-2016Table 95 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2011-2016Canned/Preserved Food in Guatemala - Category AnalysisHEADLINESTRENDSCurrent value sales of canned/preserved food are expected to reach GTQ466 million after a9% increase in 2011. Canned/preserved fish/seafood is the largest category, accounting for49% of current value sales. Products in this category continue to gain popularity as they arevery convenient and provide customers with good solutions for a meal. Since these productsdo not require any special storage and due to their long shelf life, they are more popularthan frozen or chilled/processed food.COMPETITIVE LANDSCAPEAlimentos Kern de Guatemala and Codico contest for the leading position incanned/preserved food in Guatemala. These companies and their brands Frijoles Ducal(Kern) and Sardimar (Codico) have value shares of 22% and 19%, respectively. Othersmaller brands are also important in the market. The largest category comprised byfish/seafood products is highly fragmented with products ranging from imported premiumoptions to private label brands.PROSPECTSOver the forecast period, a 5% constant value CAGR is expected as canned/preserved foodreaches sales of GTQ596 million by 2016. The strongest growth rate is expected to comefrom canned/preserved beans with 6% retail volume CAGR expected over the forecastperiod. Products in this category are forecasted to continue gaining importance as they tapthe niche of consumers with little time left to prepare complicated recipes.CATEGORY DATATable 96 Sales of Canned/Preserved Food by Category: Volume 2006-2011Table 97 Sales of Canned/Preserved Food by Category: Value 2006-2011Table 98 Sales of Canned/Preserved Food by Category: % Volume Growth 2006-2011Table 99 Sales of Canned/Preserved Food by Category: % Value Growth 2006-2011Table 100 Canned/Preserved Food Company Shares 2006-2010Table 101 Canned/Preserved Food Brand Shares 2007-2010
  • Table 102 Sales of Canned/Preserved Food by Distribution Format: % Analysis2006-2011Table 103 Forecast Sales of Canned/Preserved Food by Category: Volume 2011-2016Table 104 Forecast Sales of Canned/Preserved Food by Category: Value 2011-2016Table 105 Forecast Sales of Canned/Preserved Food by Category: % VolumeGrowth 2011-2016Table 106 Forecast Sales of Canned/Preserved Food by Category: % Value Growth2011-2016Cheese in Guatemala - Category AnalysisHEADLINESTRENDSCurrent value sales of cheese are set to reach GTQ626 million after a 6% growth over 2011.The category is being favoured by increased health awareness among consumers as well asby stricter regulations in the market, which benefit packaged brands to the detriment ofinformal/artisanal producers. Health awareness helps boost the category among certainniches in terms of value, as brands are able to charge higher prices for “light” versions orother “healthy” cheese versions. Soft cheese is the most popular type of cheese, witharound 48% participation of total retail volume sales. This type of product is the mostaffordable and easiest to manufacture so it acts like a stepping stone for new consumers inthe category.COMPETITIVE LANDSCAPEWith similar participations, three companies contest the leadership in Guatemala; Fábrica deProductos Lácteos Parma, SA, Industrias Lácteas, SA and Agroindustrias Integradas SA -AGRINSA. With their brands Parma, Pradera and Superior, the companies have value sharesof 25, 22 and 20%, respectively. The strength of the first company mainly relies on itsstrong participation in modern retail channels while the remaining brands compete withlarger shares in independent small grocers.PROSPECTSOver the forecast period, cheese is expected to grow at a CAGR of 2% to reach GTQ700million. The performance of the category, although still very good for a mature area of themarket, is still expected to be held back over the forecast period. The main reason is thatthere is still a high prevalence of artisanal producers. Although these companies continue tolose terrain to packaged/industrial options, their products are still highly popular among theprovinces, especially around areas with high milk production.CATEGORY DATATable 107 Sales of Cheese by Category: Volume 2006-2011
  • Table 108 Sales of Cheese by Category: Value 2006-2011Table 109 Sales of Cheese by Category: % Volume Growth 2006-2011Table 110 Sales of Cheese by Category: % Value Growth 2006-2011Table 111 Spreadable Processed Cheese by Type: % Value Breakdown 2006-2011Table 112 Cheese Company Shares 2006-2010Table 113 Cheese Brand Shares 2007-2010Table 114 Sales of Cheese by Distribution Format: % Analysis 2006-2011Table 115 Forecast Sales of Cheese by Category: Volume 2011-2016Table 116 Forecast Sales of Cheese by Category: Value 2011-2016Table 117 Forecast Sales of Cheese by Category: % Volume Growth 2011-2016Table 118 Forecast Sales of Cheese by Category: % Value Growth 2011-2016Chilled Processed Food in Guatemala - Category AnalysisHEADLINESTRENDSIn 2011 current value sales of chilled processed food are predicted to increase by 10% toreach GTQ370 million. Sales of chilled processed meat comprise 100% of the market, asother categories have a negligible presence. Some of the prevalent product formats arehams, sausages, chorizos and bacon. Chilled processed meats are used as ingredients forsandwiches or other recipes, or to replace other sources of protein.COMPETITIVE LANDSCAPEDomestic Empacadora Toledo leads sales of chilled processed food, with a 34% value share.Following with a 25% share is Embutidos Perry. Their respective brands Toledo and Perryhave been able to gain positioning as good-quality products. Product distribution has alsobeen an important aspect of these companies’ success in the market.PROSPECTSOver the forecast period, constant value sales of chilled processed food are expected toincrease at a 5% CAGR to reach GTQ465 million by 2016. Expected performance comes dueto a mix of higher expected per capita consumption and a larger base of consumers. Thebalance between pack sizes and prices can make the difference, as consumers are able tostart using these products, putting convenience over price, as long as the price remainsreasonable.CATEGORY DATA
  • Table 119 Sales of Chilled Processed Food by Category: Volume 2006-2011Table 120 Sales of Chilled Processed Food by Category: Value 2006-2011Table 121 Sales of Chilled Processed Food by Category: % Volume Growth 2006-2011Table 122 Sales of Chilled Processed Food by Category: % Value Growth 2006-2011Table 123 Chilled Processed Food Company Shares 2006-2010Table 124 Chilled Processed Food Brand Shares 2007-2010Table 125 Sales of Chilled Processed Food by Distribution Format: % Analysis2006-2011Table 126 Forecast Sales of Chilled Processed Food by Category: Volume 2011-2016Table 127 Forecast Sales of Chilled Processed Food by Category: Value 2011-2016Table 128 Forecast Sales of Chilled Processed Food by Category: % VolumeGrowth 2011-2016Table 129 Forecast Sales of Chilled Processed Food by Category: % Value Growth2011-2016Chocolate Confectionery in Guatemala - Category AnalysisHEADLINESTRENDSOver 2011, chocolate confectionery current value sales are expected to reach GTQ713million, after a 7% increase. Tablets will continue to account for 41% share of sales in thecategory, as availability of this type of product is greater, especially for domestic brands.Chocolate confectionery products are not considered staples, but are widely consumedthanks to affordability and product versatility; there are different options available in thiscategory that appeal to a wide demographic. Additionally its good availability and theexistence of different brands, pack sizes and price ranges favour its success.COMPETITIVE LANDSCAPENinoshka SA was the leading company in chocolate confectionery in Guatemala in 2010.With 27% share of retail value sales, the company, which specialises in commercialisingimported products, continued with its leadership in the category. Imported brands tend tobe perceived as better-quality products. Additionally, the company is very strong indistribution, which is key when commercialising products that are purchased on impulse.The company carries brands such as M&M’s, Mars, Milky Way and Ferrero Rocher.
  • PROSPECTSBy 2016, constant value sales of GTQ857 million are expected to be reached, after a 4%constant value CAGR over the forecast period. Performance of this category is expected tobe benefited by improved economic conditions and population growth. The category is alsoexpected to continue being benefited by the large young population of the country. Somebrands have also attempted to appeal to a wider and older demographic. Brands such asHershey’s by Prodico SA have benefited from campaigns to attract more adults and thistrend is expected to continue happening over the forecast period. The brand’s ads includephrases such as “happiness is ctrl+z” or “happiness is having a boss who travels a lot”.CATEGORY DATASummary 9 Other Chocolate Confectionery: Product TypesTable 130 Sales of Chocolate Confectionery by Category: Volume 2006-2011Table 131 Sales of Chocolate Confectionery by Category: Value 2006-2011Table 132 Sales of Chocolate Confectionery by Category: % Volume Growth 2006-2011Table 133 Sales of Chocolate Confectionery by Category: % Value Growth 2006-2011Table 134 Chocolate Tablets by Type: % Value Breakdown 2006-2011Table 135 Chocolate Confectionery Company Shares 2006-2010Table 136 Chocolate Confectionery Brand Shares 2007-2010Table 137 Sales of Chocolate Confectionery by Distribution Format: % Analysis2006-2011Table 138 Forecast Sales of Chocolate Confectionery by Category: Volume 2011-2016Table 139 Forecast Sales of Chocolate Confectionery by Category: Value 2011-2016Table 140 Forecast Sales of Chocolate Confectionery by Category: % VolumeGrowth 2011-2016Table 141 Forecast Sales of Chocolate Confectionery by Category: % Value Growth2011-2016Dried Processed Food in Guatemala - Category AnalysisHEADLINES
  • TRENDSIn 2011 current value sales of dried processed food are set to increase by 6% to GTQ2.4billion. Rice continues to be the most important category with 76% of total retail volumesales. Per capita consumption of the product is amongst the lowest in Latin America, at9.5kg per person. Although rice is an important source of nutrients and calories, itsprevalence as a staple is more common in urban areas of the country. Maize and beans aremore commonly consumed in the provinces. Maize is more easily attainable by the majorityof the population in rural areas, since it is produced by people in their homes for their ownconsumption, whilst rice requires an industrial process before it is ready to eat.COMPETITIVE LANDSCAPEAccounting for 63% of current value sales, Arrocera Los Corrales leads in dried processedfood in Guatemala. The company’s strength is due to its prevalent presence with itsdifferent rice brands. The company owns the two most important rice brands: Gallo Doradoand Molinero. Aside from having a longstanding presence in Guatemala, the company alsobenefits from consistent innovation, almost exclusively brought by this brand to the market.PROSPECTSOver the forecast period, constant value sales of dried processed food are expected toincrease at a 3% CAGR to GTQ2.8 billion. Rice sales will comprise the bulk of volumes sold.Per capita consumption of this product is predicted to remain stagnant at 2011 levels ofapproximately 9.5-9.6kg per person. With this level of consumption, Guatemala is amongstcountries with lowest rice consumption in Latin America. Without any specific politics topromote consumption of this type of product, consumers tend to use their daily foodbudgets for purchases of other products that might not supply them with the same levels ofnutrients. In Guatemala, there is more tradition for consumption of maize (especially in theshape of tortillas) and beans, and these consumption patterns are not expected to changeover the forecast period.CATEGORY DATATable 142 Sales of Dried Processed Food by Category: Volume 2006-2011Table 143 Sales of Dried Processed Food by Category: Value 2006-2011Table 144 Sales of Dried Processed Food by Category: % Volume Growth 2006-2011Table 145 Sales of Dried Processed Food by Category: % Value Growth 2006-2011Table 146 Dried Processed Food Company Shares 2006-2010Table 147 Dried Processed Food Brand Shares 2007-2010Table 148 Sales of Dried Processed Food by Distribution Format: % Analysis 2006-2011Table 149 Forecast Sales of Dried Processed Food by Category: Volume 2011-2016Table 150 Forecast Sales of Dried Processed Food by Category: Value 2011-2016
  • Table 151 Forecast Sales of Dried Processed Food by Category: % Volume Growth2011-2016Table 152 Forecast Sales of Dried Processed Food by Category: % Value Growth2011-2016Drinking Milk Products in Guatemala - Category AnalysisHEADLINESTRENDSAfter an 8% increase, sales of drinking milk products are expected to reach GTQ4.3 billionin current value terms by the end of 2011. Per capita consumption of milk in Guatemala (38litres) is well below the average for Latin America. The government does not make anyeffort to promote consumption of this product despite the high malnutrition prevalenceamong the population, which could be combated with consumption of products with highnutritional levels such as milk. Still, the category is presenting growth, especially thanks toa growing urban population and to double income homes.COMPETITIVE LANDSCAPEThe Costa Rican Distribuidora Dos Pinos, SA leads the drinking milk products category inGuatemala, securing a 26% share of value sales. The brand has a wide product portfolio,with options available mainly in powder and UHT formats. Among these formats, customerscan find milk specifically designed for children, lactose intolerants, fat free, etc. With thegreat importance of powder milk, Nestlé Guatemala SA and its brand Nido follow with a17% value share.PROSPECTSBy 2016, constant value sales of drinking milk products are expected to have reachedGTQ5.3 billion as a result of a 4% constant value CAGR. The performance of the category isfavoured by strong growth in the population, which from 2011 to 2016 is expected toincrease by 13% giving the category strong potential for future growth.CATEGORY DATATable 153 Sales of Drinking Milk Products by Category: Volume 2006-2011Table 154 Sales of Drinking Milk Products by Category: Value 2006-2011Table 155 Sales of Drinking Milk Products by Category: % Volume Growth 2006-2011Table 156 Sales of Drinking Milk Products by Category: % Value Growth 2006-2011Table 157 Drinking Milk Products Company Shares 2006-2010Table 158 Drinking Milk Products Brand Shares 2007-2010
  • Table 159 Sales of Drinking Milk Products by Distribution Format: % Analysis2006-2011Table 160 Forecast Sales of Drinking Milk Products Products by Category: Volume2011-2016Table 161 Forecast Sales of Drinking Milk Products Products by Category: Value2011-2016Table 162 Forecast Sales of Drinking Milk Products Products by Category: %Volume Growth 2011-2016Table 163 Forecast Sales of Drinking Milk Products Products by Category: % ValueGrowth 2011-2016Frozen Processed Food in Guatemala - Category AnalysisHEADLINESTRENDSIn 2011 current value sales of frozen processed food are predicted to increase by 10% toGTQ259 million. Frozen processed poultry comprises the bulk of the category, with 61% oftotal retail volume sales in the category expected in 2011. According to sources of theAsociación Nacional de Avicultores (ANAVI), the local association of agriculture, poultry isthe leading source of protein in the country. Per capita consumption of chicken is estimatedat 19.5 kilograms per person, vs 3.2-3.6 kilograms of pork and around 4.1 kilograms ofbeef. Frozen processed poultry alternatives have gained popularity, especially amongstworking consumers who are more time constrained and therefore prefer time-savingalternatives.COMPETITIVE LANDSCAPEWith 52% and 33% of the category, respectively, Avicola Villalobos and Frigorificos deGuatemala continue to be the two leading companies in frozen processed food. Bothcompanies offer brands (Pollo Rey and Pio Lindo, respectively) which are also available inunprocessed poultry products. These brands enjoy great recognition amongst consumers ofall socioeconomic levels. Using these family brand names, the companies have introducedproducts in frozen/processed food in order to attract early adopters of added-value optionsand be able to charge larger mark-ups.PROSPECTSFrozen/processed food is expected to have a strong performance over the forecast period,with constant value sales expected to increase at a 5% CAGR to GTQ337 million by 2016.Performance of this category is predicted to be benefited by changing demographicconditions, as urbanisation increases and there is a larger base of convenience-seekingconsumers.CATEGORY DATATable 164 Sales of Frozen Processed Food by Category: Volume 2006-2011
  • Table 165 Sales of Frozen Processed Food by Category: Value 2006-2011Table 166 Sales of Frozen Processed Food by Category: % Volume Growth 2006-2011Table 167 Sales of Frozen Processed Food by Category: % Value Growth 2006-2011Table 168 Frozen Processed Food Company Shares 2006-2010Table 169 Frozen Processed Food Brand Shares 2007-2010Table 170 Sales of Frozen Processed Food by Distribution Format: % Analysis2006-2011Table 171 Forecast Sales of Frozen Processed Food by Category: Volume 2011-2016Table 172 Forecast Sales of Frozen Processed Food by Category: Value 2011-2016Table 173 Forecast Sales of Frozen Processed Food by Category: % VolumeGrowth 2011-2016Table 174 Forecast Sales of Frozen Processed Food by Category: % Value Growth2011-2016Gum in Guatemala - Category AnalysisHEADLINESTRENDSThe gum category is anticipated to reach GTQ606 million in current value terms over 2011after a 7% increase. Chewing gum is by far the largest category, accounting for 93% ofcurrent value sales. There is a large potential for growth in the category, especially forinnovative products, which have already appeared but still have negligible sales. Someexamples of innovation could include functional gum for whitening or strengthening teeth.This type of product is set to become increasingly important as customers search for newadded value in their favourite brands.COMPETITIVE LANDSCAPEIn the gum category, Kraft Centroamerica SA was the clear leader in 2010, with 64% shareof total retail value sales. The company and its brands Trident, Clorets and Chiclets havebeen able to segment the offer in a way that they can reach with the same brandscustomers of different purchasing powers and tastes. By playing with pack sizes, packtypes, flavours and product characteristics, the company has positioned Trident moretowards the high end of the market, with Clorets acting as a premium or standard brandand Chiclets mainly focusing on economy segments.
  • PROSPECTSOver the forecast period, constant value sales are expected to reach GTQ709 million in 2016after a 3% constant value CAGR. The strong performance of this category is predicted to beespecially benefited by strong distribution and constant innovation, especially as taken byleader Kraft Centroamerica. The availability of more sources of income, for the youngpopulation of the country as well as for women, is also expected to help boost sales of gumin the country.CATEGORY DATATable 175 Sales of Gum by Category: Volume 2006-2011Table 176 Sales of Gum by Category: Value 2006-2011Table 177 Sales of Gum by Category: % Volume Growth 2006-2011Table 178 Sales of Gum by Category: % Value Growth 2006-2011Table 179 Gum Company Shares 2006-2010Table 180 Gum Brand Shares 2007-2010Table 181 Sales of Gum by Distribution Format: % Analysis 2006-2011Table 182 Forecast Sales of Gum by Category: Volume 2011-2016Table 183 Forecast Sales of Gum by Category: Value 2011-2016Table 184 Forecast Sales of Gum by Category: % Volume Growth 2011-2016Table 185 Forecast Sales of Gum by Category: % Value Growth 2011-2016Ice Cream in Guatemala - Category AnalysisHEADLINESTRENDSSales of ice cream in Guatemala are predicted to experience a 6% current value increase toGTQ560 million in 2011. Around 83% of current value sales are accounted by impulse icecream products in the country. Ice cream is consumed year round in Guatemala, althoughsales are boosted during the dry season which is typically between November and May.COMPETITIVE LANDSCAPEThanks to the significance of impulse products in the category, Helados Sarita leads sales,accounting for 68% of current value sales. The company has a very wide product portfolioand extensive distribution. This allows it to be present in most channels with its productsand enjoy of a large value share. The company also competes with take-home ice cream,which it sells through modern retail channels. Most products sold by the company use itsumbrella brand Sarita, although some also use additional brand names, such as Topolino.
  • PROSPECTSIce cream sales in Guatemala are expected to reach GTQ671 million by 2016 in constantvalue terms after a 4% constant value CAGR. The good performance of the category isgreatly favoured by larger disposable incomes among the Guatemalan population, especiallyaround urban areas. However, being a product which can be considered unnecessary thereis a large percentage of the population which cannot afford it. High inflation levels on primenecessity products puts more pressure on products of this type.CATEGORY DATATable 186 Sales of Ice Cream by Category: Volume 2006-2011Table 187 Sales of Ice Cream by Category: Value 2006-2011Table 188 Sales of Ice Cream by Category: % Volume Growth 2006-2011Table 189 Sales of Ice Cream by Category: % Value Growth 2006-2011Table 190 Ice Cream Company Shares 2006-2010Table 191 Ice Cream Brand Shares 2007-2010Table 192 Sales of Ice Cream by Distribution Format: % Analysis 2006-2011Table 193 Forecast Sales of Ice Cream by Category: Volume 2011-2016Table 194 Forecast Sales of Ice Cream by Category: Value 2011-2016Table 195 Forecast Sales of Ice Cream by Category: % Volume Growth 2011-2016Table 196 Forecast Sales of Ice Cream by Category: % Value Growth 2011-2016Meal Replacement in Guatemala - Category AnalysisHEADLINESTRENDSThere is still very little tradition towards consumption of this type of product outside certainspecific niches. The category is still incipient; its consumer target is limited to people onspecial diets who can afford this type of product. If people need to do a specific diet, themajority of the population will resort to natural products prepared at home, versuspackaged special products that can be considerably more expensive.COMPETITIVE LANDSCAPEHerbalife Guatemala is by far the leading company in the meal replacement category, witharound 98% share in 2010. The company was basically the one to open this category in thecountry. Since the company offers this type of product and also complements its offeringwith weight loss supplements and sports nutrition options, it has gained positioningamongst the key consumer group.
  • PROSPECTSOver the forecast period, this incipient category is expected to reach constant value sales ofGTQ3 million after 8% constant value CAGR. The performance of this category can beexplained by growing health awareness amongst the population, as well as by growingobesity rates, which are set to continue increasing in the country due to a change inlifestyle. However, the main threat is seen in unit prices, which are much higher than thoseof alternative products.CATEGORY DATATable 197 Sales of Meal Replacement by Category: Volume 2006-2011Table 198 Sales of Meal Replacement by Category: Value 2006-2011Table 199 Sales of Meal Replacement by Category: % Volume Growth 2006-2011Table 200 Sales of Meal Replacement by Category: % Value Growth 2006-2011Table 201 Meal Replacement Company Shares 2006-2010Table 202 Meal Replacement Brand Shares 2007-2010Table 203 Sales of Meal Replacement by Distribution Format: % Analysis 2006-2011Table 204 Forecast Sales of Meal Replacement by Category: Volume 2011-2016Table 205 Forecast Sales of Meal Replacement by Category: Value 2011-2016Table 206 Forecast Sales of Meal Replacement by Category: % Volume Growth2011-2016Table 207 Forecast Sales of Meal Replacement by Category: % Value Growth 2011-2016Noodles in Guatemala - Category AnalysisHEADLINESTRENDSNoodles is set to increase by 10% to GTQ279 million in 2011. Instant noodles is predicted toremain the most important category, accounting for 68% of retail volume sales. Mostproducts in the ready-to-eat format have only been able to reach high-income consumersbecause of their high prices. As an exception to the rule, instant noodles have provided low-income customers with a good option for an RTD product which can be found at very lowprices.COMPETITIVE LANDSCAPEThe first leading company in noodles is Prodico SA with its brand Cup Ramen, accounting for
  • 31% of value sales. Following is Industria Nacional Alimenticia with its INA brand of plainnoodles. The strength of the first competitor is its strong position in the largest category;instant noodles. The second company on the other hand, owes its strength to itslongstanding presence in plain noodles, where it has been able to offer a low priced productto mass audiences.PROSPECTSConstant value sales are expected to reach GTQ369 million by 2016 after a 6% constantvalue CAGR. Performance is expected to be boosted by instant varieties, as they adaptbetter to the changing lifestyles of Guatemalans. Instant noodles provide low-incomeconsumers with an easy to prepare product which is commonly used to substitute an entiremeal.CATEGORY DATATable 208 Sales of Noodles by Category: Volume 2006-2011Table 209 Sales of Noodles by Category: Value 2006-2011Table 210 Sales of Noodles by Category: % Volume Growth 2006-2011Table 211 Sales of Noodles by Category: % Value Growth 2006-2011Table 212 Noodles Company Shares 2006-2010Table 213 Noodles Brand Shares 2007-2010Table 214 Sales of Noodles by Distribution Format: % Analysis 2006-2011Table 215 Forecast Sales of Noodles by Category: Volume 2011-2016Table 216 Forecast Sales of Noodles by Category: Value 2011-2016Table 217 Forecast Sales of Noodles by Category: % Volume Growth 2011-2016Table 218 Forecast Sales of Noodles by Category: % Value Growth 2011-2016Oils and Fats in Guatemala - Category AnalysisHEADLINESTRENDSOver 2011, oils and fats is set to reach GTQ923 million after a 4% increase. After therecovery of 2010, the category continues to do well. The category still suffers from largecontraband problems, especially in areas bordering Mexico. This continues to pose a threat,as consumers tend to put price over brand loyalty or quality, especially in rural areas wherethe problem is greater.
  • COMPETITIVE LANDSCAPEAlimentos Ideal, SA with its brand Ideal continued to lead the category with a 43% share ofvalue. The company’s success is mainly due to its strong position in the largest category;vegetable and seed oils. With two brands, to reach customers searching for an economy(Patrona) and standard (Ideal) option, the company has been able to maintain itsleadership.PROSPECTSOver the forecast period, oils and fats sales are expected to increase at a constant valueCAGR of 3% to GTQ1.1 billion by 2016. Increases in retail volume are closer to populationgrowth in mature categories such as margarine, while categories that are increasinglygaining importance such as olive oil show stronger performance over the forecast period.CATEGORY DATATable 219 Sales of Oils and Fats by Category: Volume 2006-2011Table 220 Sales of Oils and Fats by Category: Value 2006-2011Table 221 Sales of Oils and Fats by Category: % Volume Growth 2006-2011Table 222 Sales of Oils and Fats by Category: % Value Growth 2006-2011Table 223 Oils and Fats Company Shares 2006-2010Table 224 Oils and Fats Brand Shares 2007-2010Table 225 Sales of Oils and Fats by Distribution Format: % Analysis 2006-2011Table 226 Forecast Sales of Oils and Fats by Category: Volume 2011-2016Table 227 Forecast Sales of Oils and Fats by Category: Value 2011-2016Table 228 Forecast Sales of Oils and Fats by Category: % Volume Growth 2011-2016Table 229 Forecast Sales of Oils and Fats by Category: % Value Growth 2011-2016Other Dairy in Guatemala - Category AnalysisHEADLINESTRENDSIn 2011, current value sales of other dairy products are expected to increase by 4% toGTQ460 million. Cream is the largest category with an 82% share of total current valuesales. There is higher tradition for consumption of cream, as the product is commonly usedin local typical dishes such as refried beans or fried plantains, which constitute part ofGuatemalan’s daily diet. There is availability of both international and domestic brands inthat category because of its large importance.
  • COMPETITIVE LANDSCAPEIndustria Láctea Guatemalteca SA with its cream brand ILGUA leads the category with a31% share of value sales. The product is helped by its wide availability across the country.The brand is regarded as economy, and is of comparable quality to that of artisanalproducers and at a similar price as well.PROSPECTSOver the forecast period, constant value sales are predicted to increase at a 2% constantvalue CAGR to GTQ512 million. There is still not a large tradition for consumption ofproducts such as coffee whiteners or condensed/evaporated milks. These products are morecommonly used in urban areas among middle- and high-income consumers. Cream on theother hand, which is widely consumed, can commonly be acquired from artisanal producersin areas where milk production is high, posting a threat to packaged/industrial alternatives.Still, over the forecast period the category will experience growth both in terms of volumeand value, as the importance of packaged brands increases over artisanal options.CATEGORY DATATable 230 Sales of Other Dairy by Category: Volume 2006-2011Table 231 Sales of Other Dairy by Category: Value 2006-2011Table 232 Sales of Other Dairy by Category: % Volume Growth 2006-2011Table 233 Sales of Other Dairy by Category: % Value Growth 2006-2011Table 234 Sales of Other Dairy by Distribution Format: % Analysis 2006-2011Table 235 Forecast Sales of Other Dairy by Category: Volume 2011-2016Table 236 Forecast Sales of Other Dairy by Category: Value 2011-2016Table 237 Forecast Sales of Other Dairy by Category: % Volume Growth 2011-2016Table 238 Forecast Sales of Other Dairy by Category: % Value Growth 2011-2016Pasta in Guatemala - Category AnalysisHEADLINESTRENDSChilled/fresh pasta has negligible sales in Guatemala, with this type of product only beingconsumed by a small niche of consumers in the market. For this reason, dried pasta is themost important type of pasta available in the Guatemalan market. In 2011, current valuesales are expected to increase by 9% to GTQ224 million. Per capita consumption of pasta isstill among the lowest in all the Latin American region. Still, pasta is considered a stapleamong most Guatemalan households, and has a similar consumption level when comparingthe provinces and the City.
  • COMPETITIVE LANDSCAPEWith its popular brand INA, Industria Nacional Alimenticia SA leads value sales of pasta inGuatemala. The company holds a 40% share of value sales in 2010. Roma Prince SA with itspasta brand Roma is the follower, with a 19% share of value. The success of thesecompanies is explained by the wide variety of options that they offer both in terms ofproduct format as well as in terms of price range and quality.PROSPECTSGuatemala has one of the lowest per capita consumption rates of pasta in the region. Still,pasta is considered a staple product among most Guatemalan homes, with consumptionbeing similar in the provinces and in urban areas. Over the forecast period, a 3% constantvalue CAGR is expected, to reach GTQ259 million by 2016. In order to increase per capitaconsumption to levels similar to those of other countries, companies would need to makevery large investments to be able to change consumption patterns. For this reason, mostcompanies have settled to continue growing based on population growth and unit priceincreases.CATEGORY DATATable 239 Sales of Pasta by Category: Volume 2006-2011Table 240 Sales of Pasta by Category: Value 2006-2011Table 241 Sales of Pasta by Category: % Volume Growth 2006-2011Table 242 Sales of Pasta by Category: % Value Growth 2006-2011Table 243 Pasta Company Shares 2006-2010Table 244 Pasta Brand Shares 2007-2010Table 245 Sales of Pasta by Distribution Format: % Analysis 2006-2011Table 246 Forecast Sales of Pasta by Category: Volume 2011-2016Table 247 Forecast Sales of Pasta by Category: Value 2011-2016Table 248 Forecast Sales of Pasta by Category: % Volume Growth 2011-2016Table 249 Forecast Sales of Pasta by Category: % Value Growth 2011-2016Ready Meals in Guatemala - Category AnalysisHEADLINESTRENDSCurrent value sales of ready meals in Guatemala are predicted to increase by 9% to GTQ12million in 2011. Canned/preserved ready meals continues to post as the largest category,with an expected 40% share of current value sales. New brands continue to enter into the
  • market; although their participation can still be considered negligible, they are bringingmore diversity to the category. Guatemala continues to be one of the countries in LatinAmerica with the lowest per capita consumption levels for this category. Most consumers inthe country still have enough time to prepare fresh food.COMPETITIVE LANDSCAPEThe domestic Empacadora Toledo led ready meals with 29% of current value sales in 2010.This company’s importance in the category is due to its strong presence in canned readymeals such as beans with chorizo. The second and third ranked companies Productos YaEstá and Crío Inversiones, had 19% and 13% value shares in 2010, followed by three othersmaller companies with shares ranging from 4-8%.PROSPECTSOver the forecast period, constant value sales of ready meals are expected to increase at a5% CAGR to reach GTQ15 million by 2016. Because of the category’s small size, apparentlyhigh compound growth rates are actually moderate. Per capita consumption is still amongstthe lowest in all Latin America, and although it is expected to be increased over the forecastperiod due to changing lifestyles in the country, per capita levels are forecasted to still bevery low over forecast period.CATEGORY DATATable 250 Sales of Ready Meals by Category: Volume 2006-2011Table 251 Sales of Ready Meals by Category: Value 2006-2011Table 252 Sales of Ready Meals by Category: % Volume Growth 2006-2011Table 253 Sales of Ready Meals by Category: % Value Growth 2006-2011Table 254 Ready Meals: Vegetarian Vs Non-vegetarian % Breakdown by Type 2011Table 255 Ready Meals Company Shares 2006-2010Table 256 Ready Meals Brand Shares 2007-2010Table 257 Sales of Ready Meals by Distribution Format: % Analysis 2006-2011Table 258 Forecast Sales of Ready Meals by Category: Volume 2011-2016Table 259 Forecast Sales of Ready Meals by Category: Value 2011-2016Table 260 Forecast Sales of Ready Meals by Category: % Volume Growth 2011-2016Table 261 Forecast Sales of Ready Meals by Category: % Value Growth 2011-2016Sauces, Dressings and Condiments in Guatemala - Category Analysis
  • HEADLINESTRENDSIn 2011, value sales of sauces, dressings and condiments are set to increase by 7% toGTQ1.0 billion. Stock cubes and powders is the single most important category, with an18% share of total retail volume sales. High popularity of this product is due to the manyuses that it has; from a stock base to seasoning foods such as traditional black refriedbeans. Popularity is also explained by the many brands and pack sizes available, with sizesranging from very small 100g to over 400g.COMPETITIVE LANDSCAPEBecause of its strong leadership in stock cubes and bouillon, Malher SA is the leadingcompany in 2010. The formerly domestic company is responsible for a 21% share of valuesales. Late in 2010, the company was acquired by international player Nestlé SA. With thisacquisition, true leadership in the category falls to Nestlé. Behind Malher SA, Alimentos Kernde Guatemala SA and Unilever de Centroamérica SA follow with value shares of 12% and9% respectively. Success of the former is explained by its strong position in ketchup, with alongstanding presence in the market and high top of mind recall among key consumers. Thelatter’s great competitive position is mainly due to its Natura’s pasta sauce brand. Thisproduct has become very important among most socioeconomic levels, as it providescustomers with an affordable alternative when preparing meals, without the need to makesauces from fresh ingredients.PROSPECTSOver the forecast period, constant value sales of sauces, dressings and condiments areexpected to experience a 4% constant value CAGR to GTQ1.2 billion by 2016. Innovationplays a key role in the category, as many products can be classified as mature and couldrisk low or declining growth rates. Innovative formats which provide customers with greaterconvenience or other benefits have helped to boost sales in the category. Since this hasproven successful, it is expected that companies will continue to act accordingly over theforecast period.CATEGORY DATASummary 10 Other Sauces, Dressings and Condiments: Product TypesTable 262 Sales of Sauces, Dressings and Condiments by Category: Volume 2006-2011Table 263 Sales of Sauces, Dressings and Condiments by Category: Value 2006-2011Table 264 Sales of Sauces, Dressings and Condiments by Category: % VolumeGrowth 2006-2011Table 265 Sales of Sauces, Dressings and Condiments by Category: % ValueGrowth 2006-2011Table 266 Sauces, Dressings and Condiments Company Shares 2006-2010Table 267 Sauces, Dressings and Condiments Brand Shares 2007-2010
  • Table 268 Sales of Sauces, Dressings and Condiments by Distribution Format: %Analysis 2006-2011Table 269 Forecast Sales of Sauces, Dressings and Condiments by Category:Volume 2011-2016Table 270 Forecast Sales of Sauces, Dressings and Condiments by Category: Value2011-2016Table 271 Forecast Sales of Sauces, Dressings and Condiments by Category: %Volume Growth 2011-2016Table 272 Forecast Sales of Sauces, Dressings and Condiments by Category: %Value Growth 2011-2016Snack Bars in Guatemala - Category AnalysisHEADLINESTRENDSDuring 2011, current value sales of snack bars are predicted to reach GTQ23 million after a13% increase in current value terms. The category is still relatively new in Guatemala. Itsperformance is favoured by the growth in modern channel outlets, as well as to itsexpansion into traditional channel distribution. In the latter, customers can jump into thetrend without having to make large expenditures, since they can purchase products by theunit. The strong performance of the category is also benefited by a larger base ofconsumers, especially as the products attempt to cater to different target groups.COMPETITIVE LANDSCAPEKellogg de Centroamérica, SA continues to lead the snack bars category in Guatemala, witha share of 65% of current value sales in 2010. The multinational giant has been able tokeep its strong position in Guatemala thanks to its wide product offering and its strongdistribution efforts. The company used many of its already very well known breakfast cerealbrands to create products in this emerging category. Through this strategy, Kellogg hasbeen able to reach consumers of all ages with products such as Special K, Froot Loops,Choco Krispies and Nutri-Grain.PROSPECTSOver the forecast period, the category of snack bars is expected to reach constant valuesales of GTQ35 million after an 8% CAGR increase in constant value terms. Although thecategory accurately taps new trends developing as more consumers turn to busy lifestyles,price and pre-existing consumer habits have posed a barrier for stronger growth. Othertypes of snacks have been available for a longer time and prove to be more popular,especially amongst lower-income groups of consumers, who still favour price versus healthand quality. However, the category still holds great future potential for growth as thenumbers of double-income homes and people leading a faster lifestyle continue to increase.CATEGORY DATATable 273 Sales of Snack Bars by Category: Volume 2006-2011
  • Table 274 Sales of Snack Bars by Category: Value 2006-2011Table 275 Sales of Snack Bars by Category: % Volume Growth 2006-2011Table 276 Sales of Snack Bars by Category: % Value Growth 2006-2011Table 277 Snack Bars Company Shares 2006-2010Table 278 Snack Bars Brand Shares 2007-2010Table 279 Sales of Snack Bars by Distribution Format: % Analysis 2006-2011Table 280 Forecast Sales of Snack Bars by Category: Volume 2011-2016Table 281 Forecast Sales of Snack Bars by Category: Value 2011-2016Table 282 Forecast Sales of Snack Bars by Category: % Volume Growth 2011-2016Table 283 Forecast Sales of Snack Bars by Category: % Value Growth 2011-2016Soup in Guatemala - Category AnalysisHEADLINESTRENDSIn 2011, current value sales of soup are expected to reach GTQ179 million after increasingby 7% in current value terms. One of the most important stories that took place in thecategory, was the acquisition of Malher SA by the leading company Nestlé Guatemala SA in2010. With this action, the leading company is able to solidify its strong position in themarket.COMPETITIVE LANDSCAPEWith a 55% share of current value sales, the international Nestlé Guatemala is the leadingcompany in soup in Guatemala. Because the company acquired most of the stock owned byMalher SA, the real importance of this company has increased, as it now also manages the33% share of Malher SA. Both companies and their respective brands have been available inthe market for a long time and thus enjoy great brand recognition among key consumers.PROSPECTSOver the forecast period, constant value sales are expected to experience a 4% constantvalue CAGR to GTQ221 million by 2016. The strong performance of this category is mainlydue to the fact that the product is widely consumed and considered staple in manyGuatemalan homes. Most people use dehydrated soups, which are a more economicalalternative, to use as a easy to make soup or as a base for homemade soups.CATEGORY DATATable 284 Sales of Soup by Category: Volume 2006-2011
  • Table 285 Sales of Soup by Category: Value 2006-2011Table 286 Sales of Soup by Category: % Volume Growth 2006-2011Table 287 Sales of Soup by Category: % Value Growth 2006-2011Table 288 Soup Company Shares 2006-2010Table 289 Soup Brand Shares 2007-2010Table 290 Sales of Soup by Distribution Format: % Analysis 2006-2011Table 291 Forecast Sales of Soup by Category: Volume 2011-2016Table 292 Forecast Sales of Soup by Category: Value 2011-2016Table 293 Forecast Sales of Soup by Category: % Volume Growth 2011-2016Table 294 Forecast Sales of Soup by Category: % Value Growth 2011-2016Spreads in Guatemala - Category AnalysisHEADLINESTRENDSOver the course of 2011, current value sales of spreads are set to reach GTQ123 millionafter experiencing a 5% current value increase. The bulk of sales is still going to becomposed of jams and preserves, which is responsible for around 87% of current valuesales, this despite the growing importance of other types of products. There is a longtradition of consumption of these products, especially amongst urban centres. People usespreads, especially jams and preserves, as a complement for different meals.COMPETITIVE LANDSCAPEThe number one leading company of spreads is Envasadora de Alimentos y Conservas SA.The company, with its brand Ana Belly, was responsible for 34% share of current valuesales in the category in 2010. Closely following is another domestic manufacturer, ProductosB&B with its B&B line. Both companies have been present in Guatemala for many years, andthus enjoy great brand recognition. The brands offer products with standard quality at thelowest prices. Both companies have been active in terms of innovation, commonlyintroducing new flavours, light varieties and more convenient pack types.PROSPECTSOver the forecast period, spreads is expected to reach a 3% constant value CAGR toachieve constant value sales of GTQ142 million by 2016. The category still holds greatpotential for future growth, as per capita consumption is still very low when compared toother Latin American countries.CATEGORY DATA
  • Table 295 Sales of Spreads by Category: Volume 2006-2011Table 296 Sales of Spreads by Category: Value 2006-2011Table 297 Sales of Spreads by Category: % Volume Growth 2006-2011Table 298 Sales of Spreads by Category: % Value Growth 2006-2011Table 299 Spreads Company Shares 2006-2010Table 300 Spreads Brand Shares 2007-2010Table 301 Sales of Spreads by Distribution Format: % Analysis 2006-2011Table 302 Forecast Sales of Spreads by Category: Volume 2011-2016Table 303 Forecast Sales of Spreads by Category: Value 2011-2016Table 304 Forecast Sales of Spreads by Category: % Volume Growth 2011-2016Table 305 Forecast Sales of Spreads by Category: % Value Growth 2011-2016Sugar Confectionery in Guatemala - Category AnalysisHEADLINESTRENDSOver 2011, current value sales of sugar confectionery products are expected to reachGTQ975 million as a result of a 6% increase from 2010. Pastilles, gums, jellies and chewsaccounts for the largest portion of current value sales. With 29% value share, this is themost popular category of sugar confectionery products. As a single product category, boiledsweets is the strongest, accounting for 22% share of current value sales. This type of candyis the most affordable and widely distributed. Use of this type of candy is very common forpiñatas or children’s birthday celebrations, which is one of the occasions when candy ismost commonly purchased.COMPETITIVE LANDSCAPEWith 34% share of current value sales in 2010, Productora Centroamericana de AlimentosSA is the leading company in sugar confectionery. The company and its umbrella brandColombina have captured a large share in value terms thanks to a wide variety of products,strong distribution and competitive prices. The different brands are also constantlyrefreshed to keep customers interested and sales healthy.PROSPECTSOver the forecast period, sugar confectionery is expected to reach constant value sales ofover GTQ1,100 million after experiencing a 3% constant value CAGR. A key to theexpansion of the category will be distribution and population growth. Sales of nonstapleproducts such as these are also set to be benefited by an improving economic situation.
  • CATEGORY DATASummary 11 Other Sugar Confectionery: Product TypesTable 306 Sales of Sugar Confectionery by Category: Volume 2006-2011Table 307 Sales of Sugar Confectionery by Category: Value 2006-2011Table 308 Sales of Sugar Confectionery by Category: % Volume Growth 2006-2011Table 309 Sales of Sugar Confectionery by Category: % Value Growth 2006-2011Table 310 Sugarised Vs Sugar-free Sugar Confectionery % Breakdown by Type2011Table 311 Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2006-2011Table 312 Sugar Confectionery Company Shares 2006-2010Table 313 Sugar Confectionery Brand Shares 2007-2010Table 314 Sales of Sugar Confectionery by Distribution Format: % Analysis 2006-2011Table 315 Forecast Sales of Sugar Confectionery by Category: Volume 2011-2016Table 316 Forecast Sales of Sugar Confectionery by Category: Value 2011-2016Table 317 Forecast Sales of Sugar Confectionery by Category: % Volume Growth2011-2016Table 318 Forecast Sales of Sugar Confectionery by Category: % Value Growth2011-2016Sweet and Savoury Snacks in Guatemala - Category AnalysisHEADLINESTRENDSIn 2011, current value sales are set to grow by 7% to GTQ1.2 billion. Chips/crisps isexpected to account for a 36% share of retail volume sales. The performance of thiscategory will benefit from strong retail volume growth of almost 5% in 2011. Since theGuatemalan population continues to grow by more than 2% every year, products of massconsumption such as those included in sweet and savoury snacks, enjoy a strongperformance.COMPETITIVE LANDSCAPEIn 2010, domestic Productos Alimenticios René SA, globally owned by PepsiCo Inc,
  • continued to lead the category, accounting for a 37% share of value sales. The mostimportant brand of this company; Tortrix, singlehandedly accounted for a 13% share ofcurrent value sales. The category is very highly fragmented, so it is unusual that a singlebrand captures a large share of the market. However, Tortrix has been present in themarket for a long time, it is offered at low prices, enjoys wide distribution, and has beenone of the brands to be most strongly supported by massive media advertising. Throughfunny mass media advertising, the brand has been able to position itself as a realGuatemalan pride.PROSPECTSOver the forecast period the category is expected to increase at a retail volume CAGR of4%. Although many of the products in the category can be considered mature, theirperformance is still strong, especially thanks to the country’s demographics. Around 42% ofthe population are aged between 0-14-years-old, creating large potential for the category.CATEGORY DATASummary 12 Other Sweet and Savoury Snacks: Product TypesTable 319 Sales of Sweet and Savoury Snacks by Category: Volume 2006-2011Table 320 Sales of Sweet and Savoury Snacks by Category: Value 2006-2011Table 321 Sales of Sweet and Savoury Snacks by Category: % Volume Growth2006-2011Table 322 Sales of Sweet and Savoury Snacks by Category: % Value Growth 2006-2011Table 323 Popcorn by Type: % Value Breakdown 2006-2011Table 324 Sweet and Savoury Snacks Company Shares 2006-2010Table 325 Sweet and Savoury Snacks Brand Shares 2007-2010Table 326 Sales of Sweet and Savoury Snacks by Distribution Format: % Analysis2006-2011Table 327 Forecast Sales of Sweet and Savoury Snacks by Category: Volume 2011-2016Table 328 Forecast Sales of Sweet and Savoury Snacks by Category: Value 2011-2016Table 329 Forecast Sales of Sweet and Savoury Snacks by Category: % VolumeGrowth 2011-2016Table 330 Forecast Sales of Sweet and Savoury Snacks by Category: % ValueGrowth 2011-2016
  • Yoghurt and Sour Milk Drinks in Guatemala - Category AnalysisHEADLINESTRENDSCurrent value sales of yoghurt and sour milk drinks are predicted to reach GTQ209 millionafter a 17% increase in 2011. The category is facing strong growth as the popularity of theproducts spreads throughout the country, especially among urban areas. Although theproduct is far from being considered a part of Guatemalan’s daily diet, small pack sizes haveprovided the opportunity for many consumers to purchase these products as a healthysnack outside of the home.COMPETITIVE LANDSCAPEThanks to the distribution of many international brands like Danone and Activia, DanoneGuatemala leads the category with a 31% share of value sales. Both brands have stronginternational support, constant research and development and strong marketing andadvertising. Lácteos Balcánicos Glad, SA holds a 13% share of value sales. The companyand its brand Glad have been present in this category the longest. Although this brand isnot as strong in terms of marketing, advertising or innovation, it has been able to keep upwith international competition.PROSPECTSOver the forecast period, a constant value CAGR of 13% is predicted, with sales reachingGTQ382 million. Consumption of this type of product is expected to continue gainingpopularity over the forecast period. Urbanisation and larger disposable incomes are amongthe key factors affecting consumption of this type of product. Despite the strongperformance expected over the forecast period, yoghurt still has strong potential for futuregrowth, especially as it is still not expected to perform strongly in rural areas or in lower-income zones of the country.CATEGORY DATATable 331 Sales of Yoghurt and Sour Milk Drinks by Category: Volume 2006-2011Table 332 Sales of Yoghurt and Sour Milk Drinks by Category: Value 2006-2011Table 333 Sales of Yoghurt and Sour Milk Drinks by Category: % Volume Growth2006-2011Table 334 Sales of Yoghurt and Sour Milk Drinks by Category: % Value Growth2006-2011Table 335 Soy-based vs Dairy-based Yoghurt % Breakdown 2010Table 336 Yoghurt and Sour Milk Drinks Company Shares 2006-2010Table 337 Yoghurt and Sour Milk Drinks Brand Shares 2007-2010
  • Table 338 Sales of Yoghurt and Sour Milk Drinks by Distribution Format: %Analysis 2006-2011Table 339 Forecast Sales of Yoghurt and Sour Milk Drinks by Category: Volume2011-2016Table 340 Forecast Sales of Yoghurt and Sour Milk Drinks by Category: Value2011-2016Table 341 Forecast Sales of Yoghurt and Sour Milk Drinks by Category: % VolumeGrowth 2011-2016Table 342 Forecast Sales of Yoghurt and Sour Milk Drinks by Category: % ValueGrowth 2011-2016About Us:ReportsnReports is an online library of over 100,000+ market research reports and in-depthmarket research studies & analysis of over 5000 micro markets. We provide 24/7 online andoffline support to our customers. Get in touch with us for your needs of market researchreports.Follow us on Twitter: http://twitter.com/marketsreportsOur Facebook Page: http://www.facebook.com/pages/ReportsnReports/191441427571689Contact:Mr.Priyank7557 Rambler road,Suite727,Dallas,TX75231Tel: + 1 888 391 5441E-mail: sales@reportsandreports.comhttp://www.reportsnreports.comVisit our Market Research Blog