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Coffee in Guatemala

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    Report

  • 23 Pages
  • December 2025
  • Region: Guatemala
  • Euromonitor International
  • ID: 1208995
Demand for coffee remains robust in Guatemala, despite rising prices due to global supply constraints. Consumers are managing costs through the prioritisation of smaller packs, promotions, and lower-priced brands, while younger generations are increasingly embracing coffee drinking as a daily ritual. Growth is led by fresh ground pods and cold-preparation options, with instant coffee remaining popular.

This Coffee in Guatemala report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Fresh Coffee, Instant Coffee.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Coffee market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

KEY DATA FINDINGS
2025 DEVELOPMENTS
  • Strong cultural tradition sustains coffee demand
INDUSTRY PERFORMANCE
  • Demand for coffee remains resilient, despite rising prices
  • Fresh ground coffee pods leads growth
WHAT’S NEXT?
  • Younger consumers will sustain coffee consumption
  • Continued diversification with cold brew coffee options, as players seek to connecting with the preferences of younger generations
  • State support and sustainability initiatives to drive growth
COMPETITIVE LANDSCAPE
  • INCASA maintains leadership but faces growing pressure from Nestlé.
  • Walmart expands its presence, while Nescafé strengthens its position through focus on local identity and diversification
CHANNELS
  • Small grocers remains most relevant channel,
  • Convenience stores and supermarket chains gain ground
CATEGORY DATA
  • Table 1 Retail Sales of Coffee by Category: Volume 2020-2025
  • Table 2 Retail Sales of Coffee by Category: Value 2020-2025
  • Table 3 Retail Sales of Coffee by Category: % Volume Growth 2020-2025
  • Table 4 Retail Sales of Coffee by Category: % Value Growth 2020-2025
  • Table 5 NBO Company Shares of Coffee: % Retail Value 2021-2025
  • Table 6 LBN Brand Shares of Coffee: % Retail Value 2022-2025
  • Table 7 Forecast Retail Sales of Coffee by Category: Volume 2025-2030
  • Table 8 Forecast Retail Sales of Coffee by Category: Value 2025-2030
  • Table 9 Forecast Retail Sales of Coffee by Category: % Volume Growth 2025-2030
  • Table 10 Forecast Retail Sales of Coffee by Category: % Value Growth 2025-2030
COUNTRY REPORTSHOT DRINKS IN GUATEMALA
EXECUTIVE SUMMARY
  • Guatemalans balance affordability with premium choices
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
  • Positive economic conditions fuel value growth but consumers remain price sensitive
  • Affordability continues to shape coffee purchasing habits although premium variants gain traction
  • Innovation in cold, functional and origin-driven hot drinks targets younger generations
WHAT’S NEXT?
  • Coffee will see sustained demand, thanks to development of local production
  • Tea will benefit from wellness focus
  • Flavoured powder drinks will struggle to maintain relevance
COMPETITIVE LANDSCAPE
  • Nestlé strengthens its leadership through affordability-driven strategy
  • Walmart gains ground as value-seeking intensifies, while branded players strengthen emotional and quality-led strategies
CHANNELS
  • Small local grocers continue to lead sales
  • Convenience stores show dynamism
  • Foodservice vs retail split
MARKET DATA
  • Table 11 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2020-2025
  • Table 12 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2020-2025
  • Table 13 Retail Sales of Hot Drinks by Category: Volume 2020-2025
  • Table 14 Retail Sales of Hot Drinks by Category: Value 2020-2025
  • Table 15 Retail Sales of Hot Drinks by Category: % Volume Growth 2020-2025
  • Table 16 Retail Sales of Hot Drinks by Category: % Value Growth 2020-2025
  • Table 17 Foodservice Sales of Hot Drinks by Category: Volume 2020-2025
  • Table 18 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2020-2025
  • Table 19 Total Sales of Hot Drinks by Category: Total Volume 2020-2025
  • Table 20 Total Sales of Hot Drinks by Category: % Total Volume Growth 2020-2025
  • Table 21 NBO Company Shares of Hot Drinks: % Retail Value 2021-2025
  • Table 22 LBN Brand Shares of Hot Drinks: % Retail Value 2022-2025
  • Table 23 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2020-2025
  • Table 24 Retail Distribution of Hot Drinks by Format: % Volume 2020-2025
  • Table 25 Retail Distribution of Hot Drinks by Format and Category: % Volume 2025
  • Table 26 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2025-2030
  • Table 27 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2025-2030
  • Table 28 Forecast Retail Sales of Hot Drinks by Category: Volume 2025-2030
  • Table 29 Forecast Retail Sales of Hot Drinks by Category: Value 2025-2030
  • Table 30 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2025-2030
  • Table 31 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2025-2030
  • Table 32 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2025-2030
  • Table 33 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2025-2030
  • Table 34 Forecast Total Sales of Hot Drinks by Category: Total Volume 2025-2030
  • Table 35 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2025-2030
COUNTRY REPORTS
SOURCES
  • Summary 1 Research Sources