Packaged food in guatemala

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 added-
value, 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, know-
how 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 2006-
2011

Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2011-
2016

Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume
Growth 2011-2016

IMPULSE AND INDULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS
Headlines
Trends
Prospects

CATEGORY DATA

Table 5 Sales of Impulse and Indulgence Products by Category: Volume 2006-
2011

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
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 2011-
2016

Table 24 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2011-
2016

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS
Headlines
Trends
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 2011-
2016

Table 34 Forecast Sales of Meal Solutions by Category: % Value Growth 2011-
2016

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 2011-
2016

Table 48 Forecast Sales of Packaged Food by Category: % Value Growth 2011-
2016

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

Industria Nacional Alimenticia, SA in Packaged Food (Guatemala)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION

Summary 6 Industria Nacional Alimenticia: Competitive Position 2010
Malher, SA in Packaged Food (Guatemala)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION

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
Nestlé 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.

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 Centroamérica 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 2011-
2016

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.

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.

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 2011-
2016

Table 95 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2011-
2016

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.

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 2006-
2011

Table 99 Sales of Canned/Preserved Food by Category: % Value Growth 2006-
2011

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 2011-
2016

Table 104 Forecast Sales of Canned/Preserved Food by Category: Value 2011-
2016

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.

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.

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 2006-
2011

Table 122 Sales of Chilled Processed Food by Category: % Value Growth 2006-
2011

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 2011-
2016

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.

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 2006-
2011

Table 133 Sales of Chocolate Confectionery by Category: % Value Growth 2006-
2011

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 2011-
2016

Table 139 Forecast Sales of Chocolate Confectionery by Category: Value 2011-
2016

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.

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 2006-
2011

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 2006-
2011

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.

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, Nestlé 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 2006-
2011

Table 156 Sales of Drinking Milk Products by Category: % Value Growth 2006-
2011

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: %

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
Asociación 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.

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 2006-
2011

Table 167 Sales of Frozen Processed Food by Category: % Value Growth 2006-
2011

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 2011-
2016

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.

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.

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.

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 2006-
2011

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 2011-
2016

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 low-
income customers with a good option for an RTD product which can be found at very low
prices.

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.

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 2011-
2016

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.

Industria Láctea 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 2011-
2016

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.

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.

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 2011-
2016

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.

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 2006-
2011

Table 263 Sales of Sauces, Dressings and Condiments by Category: Value 2006-
2011

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: %

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.

Kellogg de Centroamérica, 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 Nestlé Guatemala SA in
2010. With this action, the leading company is able to solidify its strong position in the
market.

With a 55% share of current value sales, the international Nestlé 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.

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
piñatas or children’s birthday celebrations, which is one of the occasions when candy is
most commonly purchased.

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 2006-
2011

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 2006-
2011

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.

In 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 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 2006-
2011

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 2011-
2016

Table 328 Forecast Sales of Sweet and Savoury Snacks by Category: Value 2011-
2016

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.

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 lower-
income 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

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Packaged food in guatemala

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