Guatemala Beer Market Insights 2013
A detailed market research report on the Guatemala beer industry. Researched and published by Canadean.
Introduction and Landscape
Why was the report written?
This report comprises high level market research data on the Guatemala beer industry, published by Canadean. The report covers the total market (on- and off-premise) and includes valuable insight and analysis on beer market trends, brands, brewers, packaging, distribution channels, market valuation and pricing.
What is the current market landscape and what is changing?
Guatemala has posted a growth in the beer market of almost 7%, which is the third year of increase in a row, and likely to become a trend as the only declines in volume were seen at the start of the global economic crisis in 2007-8. The growth is likely to be fuelled by a growing and economically stable population.
What are the key drivers behind recent market changes?
Guatemala is a very polarized country, with just 5% of the population responsible for the majority of the economic power. As a result of this, certain opposing trends are occurring, such as discount and super-premium being the fastest growing categories, up 14% and 15% respectively.
What makes this report unique and essential to read?
The Guatemala Beer Market Insight report is designed for clients needing a quality in-depth understanding of the dynamics and structure of the Beer market. The report provides a much more granular and detailed data set than our competitors. All data has been researched, brand upwards, by an experienced ‘on-the-ground’ industry analyst who conducts face-to-face interviews with key producers, leading companies in allied industries, distributors and retailers.
Key Features and Benefits
This report provides readers with an excellent way of gaining a thorough understanding of the dynamics and structure of the Guatemala Beer industry. Data includes volumes from 2008 to 2012, plus forecasts for 2013, enabling historical and current trend analysis.
This report provides readers with in-depth market segmentation: mainstream, premium, super premium, discount, alcoholic strength, local segmentation, and beer type.
This report provides data and analysis of the performance of both domestic and imported brands and reports on new product activity in 2012.
This report provides an analysis of industry structure, reports on company volumes and contains brewer profiles for major brewers.
This report provides distribution channel data (on- vs off-premise) and discusses the latest trends in the key sub-channels. Packaging data includes consumption volumes by pack material, type, size, refillable vs non-refillable, and multi-serve vs single serve. Market valuation data and pricing data, including beer consumption by price segment/distribution channel and selected consumer beer prices, are also included.
Key Market Issues
The market is expected to slow down in terms of growth during 2013. This is mainly due to the effect of an outbreak of roya (coffee fungus) which will affect this important harvest and therefore the purchasing power of the whole economy.
At 3.2% GDP growth the economy has remained relatively stable in 2012 after the downturn suffered in 2008-9. Private businesses, which accounts for 85% of the GDP, will continue to underpin economic expansion.
There are opportunities to develop the frequency of consumption; encouraging consumers to drink beer with their meals as is prevalent in some European countries. Currently, this is not a cultural norm in Guatemalan society.
Disparities in socio-economic levels continue, as wealth concentration remains in the hands of the 5% who belong to the highest level, and with it large amounts of disposable income and very strong purchasing power, while more than 50% of the population live under the poverty line of USD$2 a day.
Mayan's make up almost half of the population, and tend not to consume beer, but instead prefer hard liquors, aguardiente and traditionally made fermented drinks. The Ladino ethnic group represents all non-Mayan people and consumption of beer among this group is common.
Beer consumption in Guatemala continued with an increase of almost 7% on 2011's figures. This was mainly due to the good performance of products launched during 2011.
Recently launched brand Cabro is the fastest growing brand, with 91% volume gain over 2012. It has achieved this growth because it was designed to fit the niche of a unique beer, with a more specialized taste.
Even though there were no mergers or acquisitions during 2012, Cervecero Centroamericana) is always looking for new opportunities to extend their business and influence to increase its market share beyond the 90% it already controls.
Even though there were no new packaging types launched during 2012, CCA celebrated 125 years with a limited edition, newly designed label.
Average on-premise prices increased by 35%, driven by the rise in popularity of the more expensive super premium segment. Price was up more than volume, due to the nature of this expensive drinks segment.
Table of contents
The Consumer Palate
All Commercial Beverages
Legislation and Taxation
Market Parameter Tables
Population Size and Growth 1984-2015F
Economic Indicators 2004-2014F
Legislation and Taxation Tables
Table 1.5.1 A - Taxation Base
Table 1.5.1 B - Taxation Base
Table 1.5.3 - Legal Controls on Beer
Table 1.5.4 - Tax Burden on Beer @ 5% Abv, 2012
Market Background Briefing
Beer Definitions by Type – Local Segmentation
Beer Definitions by Type – Standard Price Segmentation
Beer Definitions by Type – Alcoholic Strength .
Beer Definitions by Type – Beer Type
Beer Definitions by Type – Local, National and International
Beer Key Facts
Current and Emerging Trends
Imports and Exports
Top 10 Beer Brands - Volume, 2010-2012
Top 10 International Premium and Superpremium Beer Brands - Volume, 2010-2012
Private Label/Private Label Producers
New Products Activity
Chart - Leading Brewers/Importers, 2012
Chart - Consumption by Pack Material/Type, 2012 ...
Chart - Distribution by Channel, 2012
Chart - Consumption by Price Segment, 2012
Market Valuation & Pricing
Beer Market Valuation (Local Currency), 2011-2013F
Distribution and Pricing Tables
Table 3.4.1 - Outlet Universe For Beer - Number/% Share, 2008-2012
Table 3.4.2 - Outlet Universe For Beer By Turnover - Value/% Share, 2008-2012
Table 3.7 - Leading Retail Groups For Beer, 2012
Table 3.8 - Leading Importers and Distributors, 2012
Table 3.9 – Trade Margin Build-Up Model
Table 3.10.1 - Selected Consumer Beer Prices: Off-Premise, 2011-2013
Table 3.10.2 - Selected Consumer Beer Prices: On-Premise, 2011-2013
Beer Data Tables
Commercial Beverage Consumption - per Capita - Litres, 2002-2013F
Commercial Beverage Consumption - per Capita - % Share, 2002-2013F
Commercial Beverage Consumption - per Capita - Growth, 2002-2012
Commercial Beverage Consumption - Million Litres, 2002-2013F
Alcoholic Beverage Consumption - Litres of Pure Alcohol (LPA) Per Capita, 2002-2013F
Beer Production/Trade/Consumption, 2002-2013F
Beer Production/Trade/Consumption - Growth, 2002-2013F
Consumption of FABs and Cider, 2000-2013F
Beer Foreign Trade By Country (Imports), 2009-2013F
Beer Foreign Trade By Country (Exports), 2009-2013F
Beer Market Valuation (Local Currency), 2011-2013F
Beer Consumption by Local Definition, 2009-2013F
Beer Consumption by Standard Price Segmentation, 2009-2013F
Beer Consumption by Alcoholic Strength, 2009-2013F
Beer Consumption by Type, 2009-2013F
Beer Consumption by Geographic Scope, 2009-2013F
Beer All Trademarks, 2008-2012
Beer Brands by Local Definition, 2008-2012
Beer Brands by Standard Price Segment, 2008-2012
Beer Brands by Alcoholic Strength, 2008-2012
Beer Brands by Type, 2008-2012
Beer Imported Brands by Origin, 2008-2012
Beer Trademark Owners, 2008-2012
Beer Local Operators, 2008-2012
Beer Leading Brewers/Importers, 2008-2012
Beer Consumption by Pack Mix: Refillability/Type/Pack/Size, 2009-2013F
Beer Distribution: On vs Off Premise, 2009-2013F
CERVECERIA CENTRO AMERICANA DE GUATEMALA SA
AMBEV CENTROAMERICA SA (FORMERLY CERVECERIA RIO)
Beer Attributes Definitions
List of Tables
Table 1: Guatemala Population Size and Growth, 1991-2015F
Table 2: Latin America Population Size and Growth, 2002-2013F
Table 3: Guatemala Economic Indicators, 2004-2014F
Table 4: Taxation Base
Table 5: Legal Controls on Beer
Table 6: Tax Burden on Beer @ 5% Abv, 2012
Table 7: Beer Key Facts
Table 8: Top 10 Beer Brands - Volume, 2010-2012
Table 9: Top 10 International Premium and Superpremium Beer Brands - Volume, 2010-2012
Table 10: Beer Market Valuation (Local Currency), 2011-2013F
Table 11: Trade Margin Build-Up Model
Table 12: - Selected Consumer Beer Prices: Off-Premise, 2011-2013
Table 13: - Selected Consumer Beer Prices: On-Premise, 2011-2013
Table 14: Commercial Beverage Consumption - Litres Per Capita, 2002-2013F
Table 15: Commercial Beverage Consumption - Per Capita % Share, 2002-2013F
Table 16: Commercial Beverage Consumption - Per Capita Growth, 2003-2013F
Table 17: Commercial Beverage Consumption - Million Liters, 2002-2013F
Table 18: Average Beverage Consumption - Liters of Pure Alcohol (LPA) Per Capita, 2002-2013F
Table 19: Beer Production/Trade/Consumption, 2002-2013F
Table 20: Beer Production/Trade/Consumption - Growth, 2002-2013F
Table 21: Consumption of FABs and Cider, 2002-2013F
Table 22: Beer Foreign Trade By Country (Imports), 2009-2013F
Table 23: Beer Foreign Trade By Country (Exports), 2009-2013F
Table 24: Beer Market Valuation (Local Currency), 2011-2013F
Table 25: Beer Consumption by Local Definition, 2009-2013F
Table 26: Beer Consumption by Standard Price Segmentation, 2009-2013F
Table 27: Beer Consumption by Alcoholic Strength, 2009-2013F
Table 28: Beer Consumption by Type, 2009-2013F
Table 29: Beer Consumption by Geographic Scope, 2009-2013F
Table 30: Beer All Trademarks, 2008-2012
Table 31: Beer Brands by Local Definition, 2008-2012
Table 32: Beer Brands by Standard Price Segment, 2008-2012
Table 33: Beer Brands by Alcoholic Strength, 2008-2012
Table 34: Beer Brands by Type, 2008-2012
Table 35: Imported Brands by Origin, 2008-2012
Table 36: Beer Trademark Owners, 2008-2012
Table 37: Beer Local Operators, 2008-2012
Table 38: Beer leading Brewers/Importers, 2008-2012
Table 39: Beer Consumption by Pack Mix: Refillability/Pack/Size, 2009-2013F
Table 40: Beer Distribution: On vs Off Premise, 2009-2013F
Table 41: Breweries Capacity (000s HL)
Table 42: Cerveceria Centro Americana De Guatemala Full Brand List
Table 43: Cerveceria Centroamericana Brand Volumes 2008-2012
Table 44: Breweries Capacity (000s HL)
Table 45: Ambev Centroamerica Sa Full Brand List
Table 46: AmBev CentroAmerica Brand Volumes 2008-2012
Table 47: Industrias Tripoli Full Brand List
Table 48: Industrias Tripoli Brand Volumes 2008-2012
Table 49: Company DISTRIBUIDORA IMPROMO
List of Figures
Figure 1: Beer Leading Brewers/Importers, 2012
Figure 2: Beer Consumption by Pack Material/Type, 2012
Figure 3: Beer Distribution by Channel, 2012
Figure 4: Beer Consumption by Price Segment, 2012
The just-drinks office is currently: Closed
Office opening hours
The office is closed during weekends.
Current time at just-drinks headquarters: 10:56am (Saturday, 8 March 2014)