Packaged Food in Guatemala Published:November 2011 Price:US $ 6500
Report Summary This Euromonitor market report provides market trend and market growth analysis of the Packaged Food 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. 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-country
Our 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 and spending less time cooking at home? * How is private label performing in the wake of retail consolidation and the global economic hangover? * 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 supply functions * This industry report originates from Passport, our Packaged Food market research database. Each report is delivered with the following components: * Report: PDF and Word * Market statistics: Excel workbook Browse All Food and Beverages Market Research Reports
SAMPLE ANALYSIS EXECUTIVE SUMMARY Stable performance expected following 2010 recovery In 2011, the retail volume sales performance of most categories is expected to be in line with that seen in 2010. In 2009, most categories, especially those comprising non-staple items, saw a slowdown in retail volume sales growth and relatively poor performance. Guatemala was affected by the global economic crisis; remittances decreased, consumer confidence was down and consumption was depressed. In 2010, stronger retail volume sales growth was seen, as a result of a stronger economy. Expected results for 2011 show that the effects of the crisis will continue to recede, but underlying conditions in the country might still act as a barrier to growth. Segmentation and innovation; key drivers for packaged foods Companies that focused on segmentation and innovation retained the strongest competitive positions, even in times of crisis. Segmentation and innovation were used to attract new customers, widen the consumer base and retain or increase retail value sales share. These strategies proved successful for the leading players, as they enabled them to reach a diverse consumer base and to charge each segment what it was willing to pay. Many companies utilised a single umbrella brand with different pack sizes to reach a wide range of consumers. Other companies used several brands to attract different consumer groups. Additionally, innovative efforts were for the most part used to offer customers more addedvalue, which enabled players to establish a leading position in emerging formats and charge larger mark-ups. Multinationals strengthen through mergers and acquisitions Repeated examples have shown that multinational companies see mergers and acquisitions as the best means of entering or strengthening their position in packaged food in Guatemala. In 2008, the Mexican company Industrial Lala acquired the domestic player Foremost Diaries de Guatemala. This provided Industrial Lala with greater strength, knowhow and distribution in the country. In 2010, the international giant Nestlé acquired the domestic player Malher. The acquisition strengthened Nestlé’s positioning in the country, as Malher is a key player in dehydrated packaged foods and drinks. Developments such as these lend additional dynamism to packaged food in Guatemala, as international players tend to invest heavily in research and development, marketing and advertising. Modern channels expand aggressively Early in 2011, the international chain Wal-Mart Centroamérica announced its plans to open and remodel 25 outlets in Guatemala. At the end of the review period, Wal-Mart was the leading modern grocery retailer in the country, with a presence in hypermarkets, supermarkets and discounters. Meanwhile, the domestic supermarket chain Unisuper opened new La Torre supermarkets. It also shifted some of its smaller EconoSuper supermarkets to the La Torre format. At the end of the review period, the number of outlets in the traditional channel continued to greatly outnumber modern grocery retailer outlets and 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 some emerging categories will be primarily distributed through these outlets in coming years.
Significant growth potential While Guatemala is a small emerging market with large future growth potential, there remain significant challenges to overcome. The country continues to offer more working opportunities, especially for young adults and women, but the economically active population also continues to grow. While remittances recovered and continued to grow following the significant decline suffered in 2009 and the early part of 2010, high inflation placed more pressure on consumers. Urbanisation and the expansion of modern retail channels will provide new opportunities for companies to reach potential customers. TABLE OF CONTENTS Packaged Food in Guatemala - Industry Overview EXECUTIVE SUMMARY Stable performance expected following 2010 recovery Segmentation and innovation; key drivers for packaged foods Multinationals strengthen through mergers and acquisitions Modern channels expand aggressively Significant growth potential FOODSERVICE – KEY TRENDS AND DEVELOPMENTS Headlines Trends Competitive Landscape Prospects CATEGORY DATA Table 1 Foodservice Sales of Packaged Food by Category: Volume 2006-2011 Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 20062011 Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 20112016 Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2011-2016 IMPULSE AND INDULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS Headlines Trends Competitive Landscape Prospects CATEGORY DATA Table 5 Sales of Impulse and Indulgence Products by Category: Volume 20062011
Table 6 Sales of Impulse and Indulgence Products by Category: Value 2006-2011 Table 7 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2006-2011 Table 8 Sales of Impulse and Indulgence Products by Category: % Value Growth 2006-2011 Table 9 Company Shares of Impulse and Indulgence Products 2006-2010 Table 10 Brand Shares of Impulse and Indulgence Products 2007-2010 Table 11 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2011-2016 Table 12 Forecast Sales of Impulse and Indulgence Products by Category: Value 2011-2016 Table 13 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2011-2016 Table 14 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2011-2016 NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS Headlines Trends Competitive Landscape Prospects CATEGORY DATA Table 15 Sales of Nutrition/Staples by Category: Volume 2006-2011 Table 16 Sales of Nutrition/Staples by Category: Value 2006-2011 Table 17 Sales of Nutrition/Staples by Category: % Volume Growth 2006-2011 Table 18 Sales of Nutrition/Staples by Category: % Value Growth 2006-2011 Table 19 Company Shares of Nutrition/Staples 2006-2010 Table 20 Brand Shares of Nutrition/Staples 2007-2010 Table 21 Forecast Sales of Nutrition/Staples by Category: Volume 2011-2016 Table 22 Forecast Sales of Nutrition/Staples by Category: Value 2011-2016
Table 23 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 20112016 Table 24 Forecast Sales of Nutrition/Staples by Category: % Value Growth 20112016 MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS Headlines Trends Competitive Landscape Prospects CATEGORY DATA Table 25 Sales of Meal Solutions by Category: Volume 2006-2011 Table 26 Sales of Meal Solutions by Category: Value 2006-2011 Table 27 Sales of Meal Solutions by Category: % Volume Growth 2006-2011 Table 28 Sales of Meal Solutions by Category: % Value Growth 2006-2011 Table 29 Company Shares of Meal Solutions 2006-2010 Table 30 Brand Shares of Meal Solutions 2007-2010 Table 31 Forecast Sales of Meal Solutions by Category: Volume 2011-2016 Table 32 Forecast Sales of Meal Solutions by Category: Value 2011-2016 Table 33 Forecast Sales of Meal Solutions by Category: % Volume Growth 20112016 Table 34 Forecast Sales of Meal Solutions by Category: % Value Growth 20112016 MARKET DATA Table 35 Sales of Packaged Food by Category: Volume 2006-2011 Table 36 Sales of Packaged Food by Category: Value 2006-2011 Table 37 Sales of Packaged Food by Category: % Volume Growth 2006-2011 Table 38 Sales of Packaged Food by Category: % Value Growth 2006-2011 Table 39 GBO Shares of Packaged Food 2006-2010
Table 40 NBO Shares of Packaged Food 2006-2010 Table 41 NBO Brand Shares of Packaged Food 2007-2010 Table 42 Penetration of Private Label by Category 2006-2011 Table 43 Sales of Packaged Food by Distribution Format: % Analysis 2006-2011 Table 44 Sales of Packaged Food by Category and Distribution Format: % Analysis 2011 Table 45 Forecast Sales of Packaged Food by Category: Volume 2011-2016 Table 46 Forecast Sales of Packaged Food by Category: Value 2011-2016 Table 47 Forecast Sales of Packaged Food by Category: % Volume Growth 20112016 Table 48 Forecast Sales of Packaged Food by Category: % Value Growth 20112016 DEFINITIONS Summary 1 Research Sources Packaged Food in Guatemala - Company Profiles Alimentos Kern de Guatemala SA in Packaged Food (Guatemala) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 3 Alimentos Kern de Guatemala SA: Competitive Position 2010 Avicola Villalobos SA in Packaged Food (Guatemala) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Industria Nacional Alimenticia, SA in Packaged Food (Guatemala)
STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 6 Industria Nacional Alimenticia: Competitive Position 2010 Malher, SA in Packaged Food (Guatemala) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 8 Malher SA: Competitive Position 2010 Baby Food in Guatemala - Category Analysis HEADLINES TRENDS In 2011 current value sales of baby food are set to increase by 8% to GTQ440 million. Most value sales are expected to come from milk formula, accounting for around 77% of current value sales. The country’s demographics greatly favour the category, with around 9% of the total population under 36 months old. Additionally, the strong yearly increase in the population also helps to create an important sales size. With these demographic characteristics, the demand should be larger, however cultural and economic barriers prevent the category from having greater importance in the country. Guatemala has been said to have one of the five largest malnutrition indexes in the population of children below 5-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, but after they have stopped breastfeeding mothers in the poorest areas of the country cannot afford to give their children good nutrition. Although this could create a big window of opportunity for baby food manufacturers, the very low purchasing power of these families limits the potential for packaged products. COMPETITIVE LANDSCAPE NestlÊ Guatemala SA is the leading company in baby food in Guatemala. The company has a longstanding reputation for high quality products in the category, with a leading position in every area where it participates. Thanks to its high top of mind and to limited competition in most categories, the company enjoys a 58% share of value sales.
PROSPECTS Constant 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 of growth in both volume and value terms. Retail volume is expected to benefit from its larger base of consumers, which comes from population growth as well as new consumers thanks to higher disposable incomes and double-income homes. In terms of value, the performance is predicted to be strong, as companies focus on value-added products with new features for which then can charge larger mark-ups. CATEGORY DATA Table 49 Sales of Baby Food by Category: Volume 2006-2011 Table 50 Sales of Baby Food by Category: Value 2006-2011 Table 51 Sales of Baby Food by Category: % Volume Growth 2006-2011 Table 52 Sales of Baby Food by Category: % Value Growth 2006-2011 Table 53 Soy-based Vs Dairy-based Special Baby Milk Formula % Breakdown 2010 Table 54 Baby Food Company Shares 2006-2010 Table 55 Baby Food Brand Shares 2007-2010 Table 56 Sales of Baby Food by Distribution Format: % Analysis 2006-2011 Table 57 Forecast Sales of Baby Food by Category: Volume 2011-2016 Table 58 Forecast Sales of Baby Food by Category: Value 2011-2016 Table 59 Forecast Sales of Baby Food by Category: % Volume Growth 2011-2016 Table 60 Forecast Sales of Baby Food by Category: % Value Growth 2011-2016 Baked Goods in Guatemala - Category Analysis HEADLINES TRENDS The 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 product has been made available to people across the country, especially thanks to the many artisanal bakeries which carry basic products at very affordable prices. COMPETITIVE LANDSCAPE In 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 CentroamÊrica SA is the largest single participant in the category. The company held a 7% share of total retail value sales. The great success of artisanal producers is mainly 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 very common to see bakers go to nearby neighbourhoods in their cars or bikes with open baskets at 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 the packaged/industrial counterpart. People know their bakers and are mostly loyal to them. PROSPECTS Baked goods is forecast to reach constant value sales of GTQ12,128 million by 2016 after a 1% constant value CAGR. For baked goods, which is already a mature category that has penetrated most stratums of the population, growth can come either from higher prices or by an expansion of the consumer base. Since the Guatemalan population is still expected to continue growing at a rate higher than 2% a year over the forecast period, future potential is still very good for the category. CATEGORY DATA Table 61 Sales of Baked Goods by Category: Volume 2006-2011 Table 62 Sales of Baked Goods by Category: Value 2006-2011 Table 63 Sales of Baked Goods by Category: % Volume Growth 2006-2011 Table 64 Sales of Baked Goods by Category: % Value Growth 2006-2011 Table 65 Unpackaged/Artisanal Bread: In-store Bakery Sales 2006-2011 Table 66 Packaged/Industrial Cakes: Single Portion vs Multi-pack % Breakdown by Type 2006-2011 Table 67 Baked Goods Company Shares 2006-2010 Table 68 Baked Goods Brand Shares 2007-2010 Table 69 Sales of Baked Goods by Distribution Format: % Analysis 2006-2011 Table 70 Forecast Sales of Baked Goods by Category: Volume 2011-2016 Table 71 Forecast Sales of Baked Goods by Category: Value 2011-2016 Table 72 Forecast Sales of Baked Goods by Category: % Volume Growth 20112016 Table 73 Forecast Sales of Baked Goods by Category: % Value Growth 2011-2016 Biscuits in Guatemala - Category Analysis
HEADLINES TRENDS In 2011, current value sales of biscuits are expected to increase by 5% to GTQ2,110 million. A new entrant, PepsiCo’s Gamesa brand, is expected to bring more dynamism to the category. 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 these products, comprise 42% of the population. COMPETITIVE LANDSCAPE Biscuits in Guatemala is a highly fragmented category. Individual brands have shares no larger than 10%. The strength of some companies competing in the category then is mainly due to a wide product portfolio, with which companies can capture a larger share. The company with the largest value share is Alimentos Kern de Guatemala SA, with 29% share of current value sales in 2010, thanks to its many brands. PROSPECTS Over the forecast period, the category is expected to expand with a 3% constant value CAGR to reach GTQ2,416 million by 2016. Biscuits is considered an affordable snack that can 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 strongly despite its maturity in the market. CATEGORY DATA Table 74 Sales of Biscuits by Category: Volume 2006-2011 Table 75 Sales of Biscuits by Category: Value 2006-2011 Table 76 Sales of Biscuits by Category: % Volume Growth 2006-2011 Table 77 Sales of Biscuits by Category: % Value Growth 2006-2011 Table 78 Biscuits Company Shares 2006-2010 Table 79 Biscuits Brand Shares 2007-2010 Table 80 Sales of Biscuits by Distribution Format: % Analysis 2006-2011 Table 81 Forecast Sales of Biscuits by Category: Volume 2011-2016 Table 82 Forecast Sales of Biscuits by Category: Value 2011-2016 Table 83 Forecast Sales of Biscuits by Category: % Volume Growth 2011-2016 Table 84 Forecast Sales of Biscuits by Category: % Value Growth 2011-2016 Breakfast Cereals in Guatemala - Category Analysis
HEADLINES TRENDS After an expected 7% current value increase, breakfast cereals is expected to reach GTQ926 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 in the country, specifically in areas where the temperature tends to be colder. Guatemala has the 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 rural and urban areas by low- and high-income consumers. COMPETITIVE LANDSCAPE The leadership of Kellogg de Centroamérica, SA, with 44% of current value sales in 2010, is explained by the wide range of products that the company offers and the long trajectory of its different brands. Following closely is the domestic Central de Alimentos SA, which over 2010 kept its 42% share of current value sales. The success of the company is attributable to its large presence in the popular hot cereals category. The company offers both domestic and international brands. One of its most important brands is Incaparina, which is a hot cereal domestically developed as a response to great malnutrition problems that the country faces. The product blends proteins, minerals and vitamins to balance children’s caloric input. The product, however, is consumed by low- and high-income consumers. PROSPECTS Breakfast 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’s demographics, 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. Cereals are regarded as an easy and inexpensive way of providing children with nutrition and additional benefits. CATEGORY DATA Table 85 Sales of Breakfast Cereals by Category: Volume 2006-2011 Table 86 Sales of Breakfast Cereals by Category: Value 2006-2011 Table 87 Sales of Breakfast Cereals by Category: % Volume Growth 2006-2011 Table 88 Sales of Breakfast Cereals by Category: % Value Growth 2006-2011 Table 89 Breakfast Cereals Company Shares 2006-2010 Table 90 Breakfast Cereals Brand Shares 2007-2010 Table 91 Sales of Breakfast Cereals by Distribution Format: % Analysis 2006-2011 Table 92 Forecast Sales of Breakfast Cereals by Category: Volume 2011-2016 Table 93 Forecast Sales of Breakfast Cereals by Category: Value 2011-2016
Table 94 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 20112016 Table 95 Forecast Sales of Breakfast Cereals by Category: % Value Growth 20112016 Canned/Preserved Food in Guatemala - Category Analysis HEADLINES TRENDS Current value sales of canned/preserved food are expected to reach GTQ466 million after a 9% increase in 2011. Canned/preserved fish/seafood is the largest category, accounting for 49% of current value sales. Products in this category continue to gain popularity as they are very convenient and provide customers with good solutions for a meal. Since these products do not require any special storage and due to their long shelf life, they are more popular than frozen or chilled/processed food. COMPETITIVE LANDSCAPE Alimentos Kern de Guatemala and Codico contest for the leading position in canned/preserved food in Guatemala. These companies and their brands Frijoles Ducal (Kern) and Sardimar (Codico) have value shares of 22% and 19%, respectively. Other smaller brands are also important in the market. The largest category comprised by fish/seafood products is highly fragmented with products ranging from imported premium options to private label brands. PROSPECTS Over the forecast period, a 5% constant value CAGR is expected as canned/preserved food reaches sales of GTQ596 million by 2016. The strongest growth rate is expected to come from canned/preserved beans with 6% retail volume CAGR expected over the forecast period. Products in this category are forecasted to continue gaining importance as they tap the niche of consumers with little time left to prepare complicated recipes. CATEGORY DATA Table 96 Sales of Canned/Preserved Food by Category: Volume 2006-2011 Table 97 Sales of Canned/Preserved Food by Category: Value 2006-2011 Table 98 Sales of Canned/Preserved Food by Category: % Volume Growth 20062011 Table 99 Sales of Canned/Preserved Food by Category: % Value Growth 20062011 Table 100 Canned/Preserved Food Company Shares 2006-2010 Table 101 Canned/Preserved Food Brand Shares 2007-2010
Table 102 Sales of Canned/Preserved Food by Distribution Format: % Analysis 2006-2011 Table 103 Forecast Sales of Canned/Preserved Food by Category: Volume 20112016 Table 104 Forecast Sales of Canned/Preserved Food by Category: Value 20112016 Table 105 Forecast Sales of Canned/Preserved Food by Category: % Volume Growth 2011-2016 Table 106 Forecast Sales of Canned/Preserved Food by Category: % Value Growth 2011-2016 Cheese in Guatemala - Category Analysis HEADLINES TRENDS Current 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 as by stricter regulations in the market, which benefit packaged brands to the detriment of informal/artisanal producers. Health awareness helps boost the category among certain niches in terms of value, as brands are able to charge higher prices for “light” versions or other “healthy” cheese versions. Soft cheese is the most popular type of cheese, with around 48% participation of total retail volume sales. This type of product is the most affordable and easiest to manufacture so it acts like a stepping stone for new consumers in the category. COMPETITIVE LANDSCAPE With similar participations, three companies contest the leadership in Guatemala; Fábrica de Productos Lácteos Parma, SA, Industrias Lácteas, SA and Agroindustrias Integradas SA AGRINSA. With their brands Parma, Pradera and Superior, the companies have value shares of 25, 22 and 20%, respectively. The strength of the first company mainly relies on its strong participation in modern retail channels while the remaining brands compete with larger shares in independent small grocers. PROSPECTS Over the forecast period, cheese is expected to grow at a CAGR of 2% to reach GTQ700 million. The performance of the category, although still very good for a mature area of the market, is still expected to be held back over the forecast period. The main reason is that there is still a high prevalence of artisanal producers. Although these companies continue to lose terrain to packaged/industrial options, their products are still highly popular among the provinces, especially around areas with high milk production. CATEGORY DATA Table 107 Sales of Cheese by Category: Volume 2006-2011
Table 108 Sales of Cheese by Category: Value 2006-2011 Table 109 Sales of Cheese by Category: % Volume Growth 2006-2011 Table 110 Sales of Cheese by Category: % Value Growth 2006-2011 Table 111 Spreadable Processed Cheese by Type: % Value Breakdown 2006-2011 Table 112 Cheese Company Shares 2006-2010 Table 113 Cheese Brand Shares 2007-2010 Table 114 Sales of Cheese by Distribution Format: % Analysis 2006-2011 Table 115 Forecast Sales of Cheese by Category: Volume 2011-2016 Table 116 Forecast Sales of Cheese by Category: Value 2011-2016 Table 117 Forecast Sales of Cheese by Category: % Volume Growth 2011-2016 Table 118 Forecast Sales of Cheese by Category: % Value Growth 2011-2016 Chilled Processed Food in Guatemala - Category Analysis HEADLINES TRENDS In 2011 current value sales of chilled processed food are predicted to increase by 10% to reach GTQ370 million. Sales of chilled processed meat comprise 100% of the market, as other categories have a negligible presence. Some of the prevalent product formats are hams, sausages, chorizos and bacon. Chilled processed meats are used as ingredients for sandwiches or other recipes, or to replace other sources of protein. COMPETITIVE LANDSCAPE Domestic 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 Perry have been able to gain positioning as good-quality products. Product distribution has also been an important aspect of these companies’ success in the market. PROSPECTS Over the forecast period, constant value sales of chilled processed food are expected to increase at a 5% CAGR to reach GTQ465 million by 2016. Expected performance comes due to a mix of higher expected per capita consumption and a larger base of consumers. The balance between pack sizes and prices can make the difference, as consumers are able to start using these products, putting convenience over price, as long as the price remains reasonable. CATEGORY DATA
Table 119 Sales of Chilled Processed Food by Category: Volume 2006-2011 Table 120 Sales of Chilled Processed Food by Category: Value 2006-2011 Table 121 Sales of Chilled Processed Food by Category: % Volume Growth 20062011 Table 122 Sales of Chilled Processed Food by Category: % Value Growth 20062011 Table 123 Chilled Processed Food Company Shares 2006-2010 Table 124 Chilled Processed Food Brand Shares 2007-2010 Table 125 Sales of Chilled Processed Food by Distribution Format: % Analysis 2006-2011 Table 126 Forecast Sales of Chilled Processed Food by Category: Volume 20112016 Table 127 Forecast Sales of Chilled Processed Food by Category: Value 2011-2016 Table 128 Forecast Sales of Chilled Processed Food by Category: % Volume Growth 2011-2016 Table 129 Forecast Sales of Chilled Processed Food by Category: % Value Growth 2011-2016 Chocolate Confectionery in Guatemala - Category Analysis HEADLINES TRENDS Over 2011, chocolate confectionery current value sales are expected to reach GTQ713 million, after a 7% increase. Tablets will continue to account for 41% share of sales in the category, as availability of this type of product is greater, especially for domestic brands. Chocolate confectionery products are not considered staples, but are widely consumed thanks to affordability and product versatility; there are different options available in this category that appeal to a wide demographic. Additionally its good availability and the existence of different brands, pack sizes and price ranges favour its success. COMPETITIVE LANDSCAPE Ninoshka SA was the leading company in chocolate confectionery in Guatemala in 2010. With 27% share of retail value sales, the company, which specialises in commercialising imported products, continued with its leadership in the category. Imported brands tend to be perceived as better-quality products. Additionally, the company is very strong in distribution, 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.
PROSPECTS By 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 to be benefited by improved economic conditions and population growth. The category is also expected to continue being benefited by the large young population of the country. Some brands have also attempted to appeal to a wider and older demographic. Brands such as Hershey’s by Prodico SA have benefited from campaigns to attract more adults and this trend is expected to continue happening over the forecast period. The brand’s ads include phrases such as “happiness is ctrl+z” or “happiness is having a boss who travels a lot”. CATEGORY DATA Summary 9 Other Chocolate Confectionery: Product Types Table 130 Sales of Chocolate Confectionery by Category: Volume 2006-2011 Table 131 Sales of Chocolate Confectionery by Category: Value 2006-2011 Table 132 Sales of Chocolate Confectionery by Category: % Volume Growth 20062011 Table 133 Sales of Chocolate Confectionery by Category: % Value Growth 20062011 Table 134 Chocolate Tablets by Type: % Value Breakdown 2006-2011 Table 135 Chocolate Confectionery Company Shares 2006-2010 Table 136 Chocolate Confectionery Brand Shares 2007-2010 Table 137 Sales of Chocolate Confectionery by Distribution Format: % Analysis 2006-2011 Table 138 Forecast Sales of Chocolate Confectionery by Category: Volume 20112016 Table 139 Forecast Sales of Chocolate Confectionery by Category: Value 20112016 Table 140 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2011-2016 Table 141 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2011-2016 Dried Processed Food in Guatemala - Category Analysis HEADLINES
TRENDS In 2011 current value sales of dried processed food are set to increase by 6% to GTQ2.4 billion. Rice continues to be the most important category with 76% of total retail volume sales. Per capita consumption of the product is amongst the lowest in Latin America, at 9.5kg per person. Although rice is an important source of nutrients and calories, its prevalence as a staple is more common in urban areas of the country. Maize and beans are more commonly consumed in the provinces. Maize is more easily attainable by the majority of the population in rural areas, since it is produced by people in their homes for their own consumption, whilst rice requires an industrial process before it is ready to eat. COMPETITIVE LANDSCAPE Accounting for 63% of current value sales, Arrocera Los Corrales leads in dried processed food in Guatemala. The company’s strength is due to its prevalent presence with its different rice brands. The company owns the two most important rice brands: Gallo Dorado and Molinero. Aside from having a longstanding presence in Guatemala, the company also benefits from consistent innovation, almost exclusively brought by this brand to the market. PROSPECTS Over the forecast period, constant value sales of dried processed food are expected to increase 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 of approximately 9.5-9.6kg per person. With this level of consumption, Guatemala is amongst countries with lowest rice consumption in Latin America. Without any specific politics to promote consumption of this type of product, consumers tend to use their daily food budgets for purchases of other products that might not supply them with the same levels of nutrients. In Guatemala, there is more tradition for consumption of maize (especially in the shape of tortillas) and beans, and these consumption patterns are not expected to change over the forecast period. CATEGORY DATA Table 142 Sales of Dried Processed Food by Category: Volume 2006-2011 Table 143 Sales of Dried Processed Food by Category: Value 2006-2011 Table 144 Sales of Dried Processed Food by Category: % Volume Growth 20062011 Table 145 Sales of Dried Processed Food by Category: % Value Growth 2006-2011 Table 146 Dried Processed Food Company Shares 2006-2010 Table 147 Dried Processed Food Brand Shares 2007-2010 Table 148 Sales of Dried Processed Food by Distribution Format: % Analysis 20062011 Table 149 Forecast Sales of Dried Processed Food by Category: Volume 2011-2016 Table 150 Forecast Sales of Dried Processed Food by Category: Value 2011-2016
Table 151 Forecast Sales of Dried Processed Food by Category: % Volume Growth 2011-2016 Table 152 Forecast Sales of Dried Processed Food by Category: % Value Growth 2011-2016 Drinking Milk Products in Guatemala - Category Analysis HEADLINES TRENDS After an 8% increase, sales of drinking milk products are expected to reach GTQ4.3 billion in current value terms by the end of 2011. Per capita consumption of milk in Guatemala (38 litres) is well below the average for Latin America. The government does not make any effort to promote consumption of this product despite the high malnutrition prevalence among the population, which could be combated with consumption of products with high nutritional levels such as milk. Still, the category is presenting growth, especially thanks to a growing urban population and to double income homes. COMPETITIVE LANDSCAPE The Costa Rican Distribuidora Dos Pinos, SA leads the drinking milk products category in Guatemala, 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, customers can find milk specifically designed for children, lactose intolerants, fat free, etc. With the great importance of powder milk, NestlĂŠ Guatemala SA and its brand Nido follow with a 17% value share. PROSPECTS By 2016, constant value sales of drinking milk products are expected to have reached GTQ5.3 billion as a result of a 4% constant value CAGR. The performance of the category is favoured by strong growth in the population, which from 2011 to 2016 is expected to increase by 13% giving the category strong potential for future growth. CATEGORY DATA Table 153 Sales of Drinking Milk Products by Category: Volume 2006-2011 Table 154 Sales of Drinking Milk Products by Category: Value 2006-2011 Table 155 Sales of Drinking Milk Products by Category: % Volume Growth 20062011 Table 156 Sales of Drinking Milk Products by Category: % Value Growth 20062011 Table 157 Drinking Milk Products Company Shares 2006-2010 Table 158 Drinking Milk Products Brand Shares 2007-2010
Table 159 Sales of Drinking Milk Products by Distribution Format: % Analysis 2006-2011 Table 160 Forecast Sales of Drinking Milk Products Products by Category: Volume 2011-2016 Table 161 Forecast Sales of Drinking Milk Products Products by Category: Value 2011-2016 Table 162 Forecast Sales of Drinking Milk Products Products by Category: % Volume Growth 2011-2016 Table 163 Forecast Sales of Drinking Milk Products Products by Category: % Value Growth 2011-2016 Frozen Processed Food in Guatemala - Category Analysis HEADLINES TRENDS In 2011 current value sales of frozen processed food are predicted to increase by 10% to GTQ259 million. Frozen processed poultry comprises the bulk of the category, with 61% of total retail volume sales in the category expected in 2011. According to sources of the Asociaci贸n Nacional de Avicultores (ANAVI), the local association of agriculture, poultry is the leading source of protein in the country. Per capita consumption of chicken is estimated at 19.5 kilograms per person, vs 3.2-3.6 kilograms of pork and around 4.1 kilograms of beef. Frozen processed poultry alternatives have gained popularity, especially amongst working consumers who are more time constrained and therefore prefer time-saving alternatives. COMPETITIVE LANDSCAPE With 52% and 33% of the category, respectively, Avicola Villalobos and Frigorificos de Guatemala continue to be the two leading companies in frozen processed food. Both companies offer brands (Pollo Rey and Pio Lindo, respectively) which are also available in unprocessed poultry products. These brands enjoy great recognition amongst consumers of all socioeconomic levels. Using these family brand names, the companies have introduced products in frozen/processed food in order to attract early adopters of added-value options and be able to charge larger mark-ups. PROSPECTS Frozen/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 demographic conditions, as urbanisation increases and there is a larger base of convenience-seeking consumers. CATEGORY DATA Table 164 Sales of Frozen Processed Food by Category: Volume 2006-2011
Table 165 Sales of Frozen Processed Food by Category: Value 2006-2011 Table 166 Sales of Frozen Processed Food by Category: % Volume Growth 20062011 Table 167 Sales of Frozen Processed Food by Category: % Value Growth 20062011 Table 168 Frozen Processed Food Company Shares 2006-2010 Table 169 Frozen Processed Food Brand Shares 2007-2010 Table 170 Sales of Frozen Processed Food by Distribution Format: % Analysis 2006-2011 Table 171 Forecast Sales of Frozen Processed Food by Category: Volume 20112016 Table 172 Forecast Sales of Frozen Processed Food by Category: Value 2011-2016 Table 173 Forecast Sales of Frozen Processed Food by Category: % Volume Growth 2011-2016 Table 174 Forecast Sales of Frozen Processed Food by Category: % Value Growth 2011-2016 Gum in Guatemala - Category Analysis HEADLINES TRENDS The gum category is anticipated to reach GTQ606 million in current value terms over 2011 after a 7% increase. Chewing gum is by far the largest category, accounting for 93% of current value sales. There is a large potential for growth in the category, especially for innovative products, which have already appeared but still have negligible sales. Some examples 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 new added value in their favourite brands. COMPETITIVE LANDSCAPE In the gum category, Kraft Centroamerica SA was the clear leader in 2010, with 64% share of total retail value sales. The company and its brands Trident, Clorets and Chiclets have been able to segment the offer in a way that they can reach with the same brands customers of different purchasing powers and tastes. By playing with pack sizes, pack types, flavours and product characteristics, the company has positioned Trident more towards the high end of the market, with Clorets acting as a premium or standard brand and Chiclets mainly focusing on economy segments.
PROSPECTS Over the forecast period, constant value sales are expected to reach GTQ709 million in 2016 after a 3% constant value CAGR. The strong performance of this category is predicted to be especially benefited by strong distribution and constant innovation, especially as taken by leader Kraft Centroamerica. The availability of more sources of income, for the young population of the country as well as for women, is also expected to help boost sales of gum in the country. CATEGORY DATA Table 175 Sales of Gum by Category: Volume 2006-2011 Table 176 Sales of Gum by Category: Value 2006-2011 Table 177 Sales of Gum by Category: % Volume Growth 2006-2011 Table 178 Sales of Gum by Category: % Value Growth 2006-2011 Table 179 Gum Company Shares 2006-2010 Table 180 Gum Brand Shares 2007-2010 Table 181 Sales of Gum by Distribution Format: % Analysis 2006-2011 Table 182 Forecast Sales of Gum by Category: Volume 2011-2016 Table 183 Forecast Sales of Gum by Category: Value 2011-2016 Table 184 Forecast Sales of Gum by Category: % Volume Growth 2011-2016 Table 185 Forecast Sales of Gum by Category: % Value Growth 2011-2016 Ice Cream in Guatemala - Category Analysis HEADLINES TRENDS Sales of ice cream in Guatemala are predicted to experience a 6% current value increase to GTQ560 million in 2011. Around 83% of current value sales are accounted by impulse ice cream products in the country. Ice cream is consumed year round in Guatemala, although sales are boosted during the dry season which is typically between November and May. COMPETITIVE LANDSCAPE Thanks 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 portfolio and extensive distribution. This allows it to be present in most channels with its products and 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 its umbrella brand Sarita, although some also use additional brand names, such as Topolino.
PROSPECTS Ice cream sales in Guatemala are expected to reach GTQ671 million by 2016 in constant value terms after a 4% constant value CAGR. The good performance of the category is greatly favoured by larger disposable incomes among the Guatemalan population, especially around urban areas. However, being a product which can be considered unnecessary there is a large percentage of the population which cannot afford it. High inflation levels on prime necessity products puts more pressure on products of this type. CATEGORY DATA Table 186 Sales of Ice Cream by Category: Volume 2006-2011 Table 187 Sales of Ice Cream by Category: Value 2006-2011 Table 188 Sales of Ice Cream by Category: % Volume Growth 2006-2011 Table 189 Sales of Ice Cream by Category: % Value Growth 2006-2011 Table 190 Ice Cream Company Shares 2006-2010 Table 191 Ice Cream Brand Shares 2007-2010 Table 192 Sales of Ice Cream by Distribution Format: % Analysis 2006-2011 Table 193 Forecast Sales of Ice Cream by Category: Volume 2011-2016 Table 194 Forecast Sales of Ice Cream by Category: Value 2011-2016 Table 195 Forecast Sales of Ice Cream by Category: % Volume Growth 2011-2016 Table 196 Forecast Sales of Ice Cream by Category: % Value Growth 2011-2016 Meal Replacement in Guatemala - Category Analysis HEADLINES TRENDS There is still very little tradition towards consumption of this type of product outside certain specific niches. The category is still incipient; its consumer target is limited to people on special diets who can afford this type of product. If people need to do a specific diet, the majority of the population will resort to natural products prepared at home, versus packaged special products that can be considerably more expensive. COMPETITIVE LANDSCAPE Herbalife Guatemala is by far the leading company in the meal replacement category, with around 98% share in 2010. The company was basically the one to open this category in the country. Since the company offers this type of product and also complements its offering with weight loss supplements and sports nutrition options, it has gained positioning amongst the key consumer group.
PROSPECTS Over the forecast period, this incipient category is expected to reach constant value sales of GTQ3 million after 8% constant value CAGR. The performance of this category can be explained by growing health awareness amongst the population, as well as by growing obesity rates, which are set to continue increasing in the country due to a change in lifestyle. However, the main threat is seen in unit prices, which are much higher than those of alternative products. CATEGORY DATA Table 197 Sales of Meal Replacement by Category: Volume 2006-2011 Table 198 Sales of Meal Replacement by Category: Value 2006-2011 Table 199 Sales of Meal Replacement by Category: % Volume Growth 2006-2011 Table 200 Sales of Meal Replacement by Category: % Value Growth 2006-2011 Table 201 Meal Replacement Company Shares 2006-2010 Table 202 Meal Replacement Brand Shares 2007-2010 Table 203 Sales of Meal Replacement by Distribution Format: % Analysis 20062011 Table 204 Forecast Sales of Meal Replacement by Category: Volume 2011-2016 Table 205 Forecast Sales of Meal Replacement by Category: Value 2011-2016 Table 206 Forecast Sales of Meal Replacement by Category: % Volume Growth 2011-2016 Table 207 Forecast Sales of Meal Replacement by Category: % Value Growth 20112016 Noodles in Guatemala - Category Analysis HEADLINES TRENDS Noodles is set to increase by 10% to GTQ279 million in 2011. Instant noodles is predicted to remain the most important category, accounting for 68% of retail volume sales. Most products in the ready-to-eat format have only been able to reach high-income consumers because of their high prices. As an exception to the rule, instant noodles have provided lowincome customers with a good option for an RTD product which can be found at very low prices. COMPETITIVE LANDSCAPE The 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 plain noodles. 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 its longstanding presence in plain noodles, where it has been able to offer a low priced product to mass audiences. PROSPECTS Constant value sales are expected to reach GTQ369 million by 2016 after a 6% constant value CAGR. Performance is expected to be boosted by instant varieties, as they adapt better to the changing lifestyles of Guatemalans. Instant noodles provide low-income consumers with an easy to prepare product which is commonly used to substitute an entire meal. CATEGORY DATA Table 208 Sales of Noodles by Category: Volume 2006-2011 Table 209 Sales of Noodles by Category: Value 2006-2011 Table 210 Sales of Noodles by Category: % Volume Growth 2006-2011 Table 211 Sales of Noodles by Category: % Value Growth 2006-2011 Table 212 Noodles Company Shares 2006-2010 Table 213 Noodles Brand Shares 2007-2010 Table 214 Sales of Noodles by Distribution Format: % Analysis 2006-2011 Table 215 Forecast Sales of Noodles by Category: Volume 2011-2016 Table 216 Forecast Sales of Noodles by Category: Value 2011-2016
Table 217 Forecast Sales of Noodles by Category: % Volume Growth 2011-2016 Table 218 Forecast Sales of Noodles by Category: % Value Growth 2011-2016 Oils and Fats in Guatemala - Category Analysis HEADLINES TRENDS Over 2011, oils and fats is set to reach GTQ923 million after a 4% increase. After the recovery of 2010, the category continues to do well. The category still suffers from large contraband 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 where the problem is greater.
COMPETITIVE LANDSCAPE Alimentos Ideal, SA with its brand Ideal continued to lead the category with a 43% share of value. 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 its leadership. PROSPECTS Over the forecast period, oils and fats sales are expected to increase at a constant value CAGR of 3% to GTQ1.1 billion by 2016. Increases in retail volume are closer to population growth in mature categories such as margarine, while categories that are increasingly gaining importance such as olive oil show stronger performance over the forecast period. CATEGORY DATA Table 219 Sales of Oils and Fats by Category: Volume 2006-2011 Table 220 Sales of Oils and Fats by Category: Value 2006-2011 Table 221 Sales of Oils and Fats by Category: % Volume Growth 2006-2011 Table 222 Sales of Oils and Fats by Category: % Value Growth 2006-2011 Table 223 Oils and Fats Company Shares 2006-2010 Table 224 Oils and Fats Brand Shares 2007-2010 Table 225 Sales of Oils and Fats by Distribution Format: % Analysis 2006-2011 Table 226 Forecast Sales of Oils and Fats by Category: Volume 2011-2016 Table 227 Forecast Sales of Oils and Fats by Category: Value 2011-2016 Table 228 Forecast Sales of Oils and Fats by Category: % Volume Growth 20112016 Table 229 Forecast Sales of Oils and Fats by Category: % Value Growth 2011-2016 Other Dairy in Guatemala - Category Analysis HEADLINES TRENDS In 2011, current value sales of other dairy products are expected to increase by 4% to GTQ460 million. Cream is the largest category with an 82% share of total current value sales. There is higher tradition for consumption of cream, as the product is commonly used in local typical dishes such as refried beans or fried plantains, which constitute part of Guatemalan’s daily diet. There is availability of both international and domestic brands in that category because of its large importance.
COMPETITIVE LANDSCAPE Industria Lรกctea Guatemalteca SA with its cream brand ILGUA leads the category with a 31% 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 artisanal producers and at a similar price as well. PROSPECTS Over the forecast period, constant value sales are predicted to increase at a 2% constant value CAGR to GTQ512 million. There is still not a large tradition for consumption of products such as coffee whiteners or condensed/evaporated milks. These products are more commonly used in urban areas among middle- and high-income consumers. Cream on the other hand, which is widely consumed, can commonly be acquired from artisanal producers in 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 volume and value, as the importance of packaged brands increases over artisanal options. CATEGORY DATA Table 230 Sales of Other Dairy by Category: Volume 2006-2011 Table 231 Sales of Other Dairy by Category: Value 2006-2011 Table 232 Sales of Other Dairy by Category: % Volume Growth 2006-2011 Table 233 Sales of Other Dairy by Category: % Value Growth 2006-2011 Table 234 Sales of Other Dairy by Distribution Format: % Analysis 2006-2011 Table 235 Forecast Sales of Other Dairy by Category: Volume 2011-2016 Table 236 Forecast Sales of Other Dairy by Category: Value 2011-2016 Table 237 Forecast Sales of Other Dairy by Category: % Volume Growth 20112016 Table 238 Forecast Sales of Other Dairy by Category: % Value Growth 2011-2016 Pasta in Guatemala - Category Analysis HEADLINES TRENDS Chilled/fresh pasta has negligible sales in Guatemala, with this type of product only being consumed by a small niche of consumers in the market. For this reason, dried pasta is the most important type of pasta available in the Guatemalan market. In 2011, current value sales are expected to increase by 9% to GTQ224 million. Per capita consumption of pasta is still among the lowest in all the Latin American region. Still, pasta is considered a staple among most Guatemalan households, and has a similar consumption level when comparing the provinces and the City.
COMPETITIVE LANDSCAPE With its popular brand INA, Industria Nacional Alimenticia SA leads value sales of pasta in Guatemala. The company holds a 40% share of value sales in 2010. Roma Prince SA with its pasta brand Roma is the follower, with a 19% share of value. The success of these companies is explained by the wide variety of options that they offer both in terms of product format as well as in terms of price range and quality. PROSPECTS Guatemala 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 consumption being similar in the provinces and in urban areas. Over the forecast period, a 3% constant value CAGR is expected, to reach GTQ259 million by 2016. In order to increase per capita consumption to levels similar to those of other countries, companies would need to make very large investments to be able to change consumption patterns. For this reason, most companies have settled to continue growing based on population growth and unit price increases. CATEGORY DATA Table 239 Sales of Pasta by Category: Volume 2006-2011 Table 240 Sales of Pasta by Category: Value 2006-2011 Table 241 Sales of Pasta by Category: % Volume Growth 2006-2011 Table 242 Sales of Pasta by Category: % Value Growth 2006-2011 Table 243 Pasta Company Shares 2006-2010 Table 244 Pasta Brand Shares 2007-2010 Table 245 Sales of Pasta by Distribution Format: % Analysis 2006-2011 Table 246 Forecast Sales of Pasta by Category: Volume 2011-2016 Table 247 Forecast Sales of Pasta by Category: Value 2011-2016 Table 248 Forecast Sales of Pasta by Category: % Volume Growth 2011-2016 Table 249 Forecast Sales of Pasta by Category: % Value Growth 2011-2016 Ready Meals in Guatemala - Category Analysis HEADLINES TRENDS Current value sales of ready meals in Guatemala are predicted to increase by 9% to GTQ12 million 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 bringing more diversity to the category. Guatemala continues to be one of the countries in Latin America with the lowest per capita consumption levels for this category. Most consumers in the country still have enough time to prepare fresh food. COMPETITIVE LANDSCAPE The 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 ready meals such as beans with chorizo. The second and third ranked companies Productos Ya Está and Crío Inversiones, had 19% and 13% value shares in 2010, followed by three other smaller companies with shares ranging from 4-8%. PROSPECTS Over the forecast period, constant value sales of ready meals are expected to increase at a 5% CAGR to reach GTQ15 million by 2016. Because of the category’s small size, apparently high compound growth rates are actually moderate. Per capita consumption is still amongst the lowest in all Latin America, and although it is expected to be increased over the forecast period due to changing lifestyles in the country, per capita levels are forecasted to still be very low over forecast period. CATEGORY DATA Table 250 Sales of Ready Meals by Category: Volume 2006-2011 Table 251 Sales of Ready Meals by Category: Value 2006-2011 Table 252 Sales of Ready Meals by Category: % Volume Growth 2006-2011 Table 253 Sales of Ready Meals by Category: % Value Growth 2006-2011 Table 254 Ready Meals: Vegetarian Vs Non-vegetarian % Breakdown by Type 2011 Table 255 Ready Meals Company Shares 2006-2010 Table 256 Ready Meals Brand Shares 2007-2010 Table 257 Sales of Ready Meals by Distribution Format: % Analysis 2006-2011 Table 258 Forecast Sales of Ready Meals by Category: Volume 2011-2016 Table 259 Forecast Sales of Ready Meals by Category: Value 2011-2016 Table 260 Forecast Sales of Ready Meals by Category: % Volume Growth 20112016 Table 261 Forecast Sales of Ready Meals by Category: % Value Growth 2011-2016 Sauces, Dressings and Condiments in Guatemala - Category Analysis
HEADLINES TRENDS In 2011, value sales of sauces, dressings and condiments are set to increase by 7% to GTQ1.0 billion. Stock cubes and powders is the single most important category, with an 18% share of total retail volume sales. High popularity of this product is due to the many uses that it has; from a stock base to seasoning foods such as traditional black refried beans. Popularity is also explained by the many brands and pack sizes available, with sizes ranging from very small 100g to over 400g. COMPETITIVE LANDSCAPE Because of its strong leadership in stock cubes and bouillon, Malher SA is the leading company in 2010. The formerly domestic company is responsible for a 21% share of value sales. Late in 2010, the company was acquired by international player Nestlé SA. With this acquisition, true leadership in the category falls to Nestlé. Behind Malher SA, Alimentos Kern de Guatemala SA and Unilever de Centroamérica SA follow with value shares of 12% and 9% respectively. Success of the former is explained by its strong position in ketchup, with a longstanding presence in the market and high top of mind recall among key consumers. The latter’s great competitive position is mainly due to its Natura’s pasta sauce brand. This product has become very important among most socioeconomic levels, as it provides customers with an affordable alternative when preparing meals, without the need to make sauces from fresh ingredients. PROSPECTS Over the forecast period, constant value sales of sauces, dressings and condiments are expected to experience a 4% constant value CAGR to GTQ1.2 billion by 2016. Innovation plays a key role in the category, as many products can be classified as mature and could risk low or declining growth rates. Innovative formats which provide customers with greater convenience or other benefits have helped to boost sales in the category. Since this has proven successful, it is expected that companies will continue to act accordingly over the forecast period. CATEGORY DATA Summary 10 Other Sauces, Dressings and Condiments: Product Types Table 262 Sales of Sauces, Dressings and Condiments by Category: Volume 20062011 Table 263 Sales of Sauces, Dressings and Condiments by Category: Value 20062011 Table 264 Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2006-2011 Table 265 Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2006-2011 Table 266 Sauces, Dressings and Condiments Company Shares 2006-2010 Table 267 Sauces, Dressings and Condiments Brand Shares 2007-2010
Table 268 Sales of Sauces, Dressings and Condiments by Distribution Format: % Analysis 2006-2011 Table 269 Forecast Sales of Sauces, Dressings and Condiments by Category: Volume 2011-2016 Table 270 Forecast Sales of Sauces, Dressings and Condiments by Category: Value 2011-2016 Table 271 Forecast Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2011-2016 Table 272 Forecast Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2011-2016 Snack Bars in Guatemala - Category Analysis HEADLINES TRENDS During 2011, current value sales of snack bars are predicted to reach GTQ23 million after a 13% increase in current value terms. The category is still relatively new in Guatemala. Its performance is favoured by the growth in modern channel outlets, as well as to its expansion into traditional channel distribution. In the latter, customers can jump into the trend without having to make large expenditures, since they can purchase products by the unit. The strong performance of the category is also benefited by a larger base of consumers, especially as the products attempt to cater to different target groups. COMPETITIVE LANDSCAPE Kellogg de CentroamĂŠrica, SA continues to lead the snack bars category in Guatemala, with a share of 65% of current value sales in 2010. The multinational giant has been able to keep its strong position in Guatemala thanks to its wide product offering and its strong distribution efforts. The company used many of its already very well known breakfast cereal brands to create products in this emerging category. Through this strategy, Kellogg has been able to reach consumers of all ages with products such as Special K, Froot Loops, Choco Krispies and Nutri-Grain. PROSPECTS Over the forecast period, the category of snack bars is expected to reach constant value sales of GTQ35 million after an 8% CAGR increase in constant value terms. Although the category 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. Other types 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 health and quality. However, the category still holds great future potential for growth as the numbers of double-income homes and people leading a faster lifestyle continue to increase. CATEGORY DATA Table 273 Sales of Snack Bars by Category: Volume 2006-2011
Table 274 Sales of Snack Bars by Category: Value 2006-2011 Table 275 Sales of Snack Bars by Category: % Volume Growth 2006-2011 Table 276 Sales of Snack Bars by Category: % Value Growth 2006-2011 Table 277 Snack Bars Company Shares 2006-2010 Table 278 Snack Bars Brand Shares 2007-2010 Table 279 Sales of Snack Bars by Distribution Format: % Analysis 2006-2011 Table 280 Forecast Sales of Snack Bars by Category: Volume 2011-2016 Table 281 Forecast Sales of Snack Bars by Category: Value 2011-2016 Table 282 Forecast Sales of Snack Bars by Category: % Volume Growth 2011-2016 Table 283 Forecast Sales of Snack Bars by Category: % Value Growth 2011-2016 Soup in Guatemala - Category Analysis HEADLINES TRENDS In 2011, current value sales of soup are expected to reach GTQ179 million after increasing by 7% in current value terms. One of the most important stories that took place in the category, was the acquisition of Malher SA by the leading company NestlĂŠ Guatemala SA in 2010. With this action, the leading company is able to solidify its strong position in the market. COMPETITIVE LANDSCAPE With a 55% share of current value sales, the international NestlĂŠ Guatemala is the leading company in soup in Guatemala. Because the company acquired most of the stock owned by Malher SA, the real importance of this company has increased, as it now also manages the 33% share of Malher SA. Both companies and their respective brands have been available in the market for a long time and thus enjoy great brand recognition among key consumers. PROSPECTS Over the forecast period, constant value sales are expected to experience a 4% constant value CAGR to GTQ221 million by 2016. The strong performance of this category is mainly due to the fact that the product is widely consumed and considered staple in many Guatemalan homes. Most people use dehydrated soups, which are a more economical alternative, to use as a easy to make soup or as a base for homemade soups. CATEGORY DATA Table 284 Sales of Soup by Category: Volume 2006-2011
Table 285 Sales of Soup by Category: Value 2006-2011 Table 286 Sales of Soup by Category: % Volume Growth 2006-2011 Table 287 Sales of Soup by Category: % Value Growth 2006-2011 Table 288 Soup Company Shares 2006-2010 Table 289 Soup Brand Shares 2007-2010 Table 290 Sales of Soup by Distribution Format: % Analysis 2006-2011 Table 291 Forecast Sales of Soup by Category: Volume 2011-2016 Table 292 Forecast Sales of Soup by Category: Value 2011-2016 Table 293 Forecast Sales of Soup by Category: % Volume Growth 2011-2016 Table 294 Forecast Sales of Soup by Category: % Value Growth 2011-2016 Spreads in Guatemala - Category Analysis HEADLINES TRENDS Over the course of 2011, current value sales of spreads are set to reach GTQ123 million after experiencing a 5% current value increase. The bulk of sales is still going to be composed of jams and preserves, which is responsible for around 87% of current value sales, this despite the growing importance of other types of products. There is a long tradition of consumption of these products, especially amongst urban centres. People use spreads, especially jams and preserves, as a complement for different meals. COMPETITIVE LANDSCAPE The 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 value sales in the category in 2010. Closely following is another domestic manufacturer, Productos B&B with its B&B line. Both companies have been present in Guatemala for many years, and thus enjoy great brand recognition. The brands offer products with standard quality at the lowest prices. Both companies have been active in terms of innovation, commonly introducing new flavours, light varieties and more convenient pack types. PROSPECTS Over the forecast period, spreads is expected to reach a 3% constant value CAGR to achieve constant value sales of GTQ142 million by 2016. The category still holds great potential for future growth, as per capita consumption is still very low when compared to other Latin American countries. CATEGORY DATA
Table 295 Sales of Spreads by Category: Volume 2006-2011 Table 296 Sales of Spreads by Category: Value 2006-2011 Table 297 Sales of Spreads by Category: % Volume Growth 2006-2011 Table 298 Sales of Spreads by Category: % Value Growth 2006-2011 Table 299 Spreads Company Shares 2006-2010 Table 300 Spreads Brand Shares 2007-2010 Table 301 Sales of Spreads by Distribution Format: % Analysis 2006-2011 Table 302 Forecast Sales of Spreads by Category: Volume 2011-2016 Table 303 Forecast Sales of Spreads by Category: Value 2011-2016 Table 304 Forecast Sales of Spreads by Category: % Volume Growth 2011-2016 Table 305 Forecast Sales of Spreads by Category: % Value Growth 2011-2016 Sugar Confectionery in Guatemala - Category Analysis HEADLINES TRENDS Over 2011, current value sales of sugar confectionery products are expected to reach GTQ975 million as a result of a 6% increase from 2010. Pastilles, gums, jellies and chews accounts for the largest portion of current value sales. With 29% value share, this is the most popular category of sugar confectionery products. As a single product category, boiled sweets is the strongest, accounting for 22% share of current value sales. This type of candy is the most affordable and widely distributed. Use of this type of candy is very common for piùatas or children’s birthday celebrations, which is one of the occasions when candy is most commonly purchased. COMPETITIVE LANDSCAPE With 34% share of current value sales in 2010, Productora Centroamericana de Alimentos SA is the leading company in sugar confectionery. The company and its umbrella brand Colombina 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 constantly refreshed to keep customers interested and sales healthy. PROSPECTS Over the forecast period, sugar confectionery is expected to reach constant value sales of over GTQ1,100 million after experiencing a 3% constant value CAGR. A key to the expansion of the category will be distribution and population growth. Sales of nonstaple products such as these are also set to be benefited by an improving economic situation.
CATEGORY DATA Summary 11 Other Sugar Confectionery: Product Types Table 306 Sales of Sugar Confectionery by Category: Volume 2006-2011 Table 307 Sales of Sugar Confectionery by Category: Value 2006-2011 Table 308 Sales of Sugar Confectionery by Category: % Volume Growth 2006-2011 Table 309 Sales of Sugar Confectionery by Category: % Value Growth 2006-2011 Table 310 Sugarised Vs Sugar-free Sugar Confectionery % Breakdown by Type 2011 Table 311 Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 20062011 Table 312 Sugar Confectionery Company Shares 2006-2010 Table 313 Sugar Confectionery Brand Shares 2007-2010 Table 314 Sales of Sugar Confectionery by Distribution Format: % Analysis 20062011 Table 315 Forecast Sales of Sugar Confectionery by Category: Volume 2011-2016 Table 316 Forecast Sales of Sugar Confectionery by Category: Value 2011-2016 Table 317 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2011-2016 Table 318 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2011-2016 Sweet and Savoury Snacks in Guatemala - Category Analysis HEADLINES TRENDS In 2011, current value sales are set to grow by 7% to GTQ1.2 billion. Chips/crisps is expected to account for a 36% share of retail volume sales. The performance of this category will benefit from strong retail volume growth of almost 5% in 2011. Since the Guatemalan population continues to grow by more than 2% every year, products of mass consumption such as those included in sweet and savoury snacks, enjoy a strong performance. COMPETITIVE LANDSCAPE In 2010, domestic Productos Alimenticios RenĂŠ SA, globally owned by PepsiCo Inc,
continued to lead the category, accounting for a 37% share of value sales. The most important brand of this company; Tortrix, singlehandedly accounted for a 13% share of current value sales. The category is very highly fragmented, so it is unusual that a single brand captures a large share of the market. However, Tortrix has been present in the market for a long time, it is offered at low prices, enjoys wide distribution, and has been one of the brands to be most strongly supported by massive media advertising. Through funny mass media advertising, the brand has been able to position itself as a real Guatemalan pride. PROSPECTS Over the forecast period the category is expected to increase at a retail volume CAGR of 4%. Although many of the products in the category can be considered mature, their performance is still strong, especially thanks to the country’s demographics. Around 42% of the population are aged between 0-14-years-old, creating large potential for the category. CATEGORY DATA Summary 12 Other Sweet and Savoury Snacks: Product Types Table 319 Sales of Sweet and Savoury Snacks by Category: Volume 2006-2011 Table 320 Sales of Sweet and Savoury Snacks by Category: Value 2006-2011 Table 321 Sales of Sweet and Savoury Snacks by Category: % Volume Growth 2006-2011 Table 322 Sales of Sweet and Savoury Snacks by Category: % Value Growth 20062011 Table 323 Popcorn by Type: % Value Breakdown 2006-2011 Table 324 Sweet and Savoury Snacks Company Shares 2006-2010 Table 325 Sweet and Savoury Snacks Brand Shares 2007-2010 Table 326 Sales of Sweet and Savoury Snacks by Distribution Format: % Analysis 2006-2011 Table 327 Forecast Sales of Sweet and Savoury Snacks by Category: Volume 20112016 Table 328 Forecast Sales of Sweet and Savoury Snacks by Category: Value 20112016 Table 329 Forecast Sales of Sweet and Savoury Snacks by Category: % Volume Growth 2011-2016 Table 330 Forecast Sales of Sweet and Savoury Snacks by Category: % Value Growth 2011-2016
Yoghurt and Sour Milk Drinks in Guatemala - Category Analysis HEADLINES TRENDS Current value sales of yoghurt and sour milk drinks are predicted to reach GTQ209 million after a 17% increase in 2011. The category is facing strong growth as the popularity of the products spreads throughout the country, especially among urban areas. Although the product is far from being considered a part of Guatemalan’s daily diet, small pack sizes have provided the opportunity for many consumers to purchase these products as a healthy snack outside of the home. COMPETITIVE LANDSCAPE Thanks to the distribution of many international brands like Danone and Activia, Danone Guatemala leads the category with a 31% share of value sales. Both brands have strong international support, constant research and development and strong marketing and advertising. Lácteos Balcánicos Glad, SA holds a 13% share of value sales. The company and its brand Glad have been present in this category the longest. Although this brand is not as strong in terms of marketing, advertising or innovation, it has been able to keep up with international competition. PROSPECTS Over the forecast period, a constant value CAGR of 13% is predicted, with sales reaching GTQ382 million. Consumption of this type of product is expected to continue gaining popularity over the forecast period. Urbanisation and larger disposable incomes are among the key factors affecting consumption of this type of product. Despite the strong performance expected over the forecast period, yoghurt still has strong potential for future growth, especially as it is still not expected to perform strongly in rural areas or in lowerincome zones of the country. CATEGORY DATA Table 331 Sales of Yoghurt and Sour Milk Drinks by Category: Volume 2006-2011 Table 332 Sales of Yoghurt and Sour Milk Drinks by Category: Value 2006-2011 Table 333 Sales of Yoghurt and Sour Milk Drinks by Category: % Volume Growth 2006-2011 Table 334 Sales of Yoghurt and Sour Milk Drinks by Category: % Value Growth 2006-2011 Table 335 Soy-based vs Dairy-based Yoghurt % Breakdown 2010 Table 336 Yoghurt and Sour Milk Drinks Company Shares 2006-2010 Table 337 Yoghurt and Sour Milk Drinks Brand Shares 2007-2010
Table 338 Sales of Yoghurt and Sour Milk Drinks by Distribution Format: % Analysis 2006-2011 Table 339 Forecast Sales of Yoghurt and Sour Milk Drinks by Category: Volume 2011-2016 Table 340 Forecast Sales of Yoghurt and Sour Milk Drinks by Category: Value 2011-2016 Table 341 Forecast Sales of Yoghurt and Sour Milk Drinks by Category: % Volume Growth 2011-2016 Table 342 Forecast Sales of Yoghurt and Sour Milk Drinks by Category: % Value Growth 2011-2016 About Us: ReportsnReports is an online library of over 100,000+ market research reports and in-depth market research studies & analysis of over 5000 micro markets. We provide 24/7 online and offline support to our customers. Get in touch with us for your needs of market research reports. Follow us on Twitter: http://twitter.com/marketsreports Our Facebook Page: http://www.facebook.com/pages/ReportsnReports/191441427571689 Contact: Mr.Priyank 7557 Rambler road, Suite727,Dallas,TX75231 Tel: + 1 888 391 5441 E-mail: sales@reportsandreports.com http://www.reportsnreports.com Visit our Market Research Blog