Guatemalan consumers have begun to adjust their purchase habits to face the economic uncertaintyaccording to a recent study.
Buyers diversify the points of sale, They prioritize essential products and They choose brands They show social commitment.
During the first two -month period of 2025, The value of purchase invoices in Guatemala was reduced by 6.1%and the middle-low socioeconomic level was the one that contributed the most to this contraction of consumption, with a fall of 8.9%, according to data presented at the event Kantar Talks 2025.
An increasingly pressured buyer
According to the regional study PANELVOICE, Most of the homes Central Americans are in financial management mode: carefully manage your incomewhile near the 30% battle daily to cover their basic needs.
77% of Central American households have some type of debt, being Panama El País with the largest number of indebted homesand Guatemala who presents the lowest level.
Kantar segmented the population in three financial profiles:
- Comfortablecomfortable: consumers who feel financial stability and can acquire most of the products they want.
- Managingmanaging: homes that must carefully control their budget, although they still retain some stability.
- StugglingBattle: consumers who live under strong economic pressure and have difficulty covering even the basics.
Next, the distribution by country:
| Country | Battle | Managing | Comfortable |
| Guatemala | 24% | 41% | 36% |
| El Salvador | 30% | 46% | 24% |
| Honduras | 32% | 44% | 24% |
| Nicaragua | 28% | 46% | 26% |
| Costa Rica | 31% | 39% | 30% |
| Panama | 31% | 54% | 15% |
The data reveal that:
- Guatemala stands out as the country with Greater proportion of households in a comfortable situation (36%)which suggests relative financial stability compared to its neighbors.
- Panamadespite being one of the most developed economies in the region, it has the percentage higher of indebted homes or managing (54%) and the lower households in comfortable (15%)which could indicate a strong family financial burden.
- Honduras and El Salvador They show a more critical reality, with more than 30% of their homes “battle” to cover basic needs, and only 24% in a comfortable situationreflecting high levels of vulnerability.
- Costa Rica and Nicaragua They have a more balanced distribution, although in both cases more than 60% of households are outside a financial comfort zone.
Remittances as a home support
Remittances are an essential pillar in the economy of households in northern Central America. A 30% of households in the region receive themand the majority allocates them to cover basic needs.
Olga Third, Country Manager of the Division Kantar Mexico Worldpanelexplains that in Guatemala 56% of households that remittances receive are used in a balanced way between spending and savings, while the 35% are mainly used for consumption and only the 9% save them in its entirety.
What are remittances spent?
- Payment of basic services
- Education, Health and Housing
However, migratory instability, including deportations, could affect the future flow of these transfers and, consequently, the purchasing power of many families.
How do Guatemalan consumers choose?
According to third, the purchase decision in crisis times is not based solely on looking for the cheapest.
The consumer evaluates the balance between price and quality. In this context, the average and premium brands dominate spending: seven out of US $ 10 They go to these categories.
In Guatemalaconsumers are migrating to brands with discounts and promotionsespecially in the following items:
- Food and drinks: 28%
- Cleaning products: 13%
- Beauty and makeup: 6%
- Pet products: 4%
Empathy brands: the most successful
Christian AndrésDirector of Client Management and Business Solutions, states that “No brand is safe”. The consumers Panameños, and by extension the Central Americans are controlling your expensesand only those brands with a solid ecosystem based on purpose, innovation, experience and sustainability manage to maintain their leadership.
In this scenario, communication with purpose becomes vital. Kevin Oliva, Account Manager, warns that when Brands are silent in times of uncertainty, they lose relevance and trust.
The recommendation for brands is to maintain a creative communication strategy, consistent and adapted to new market realities. Kevin Oliva, Kantar
Besides, 80% of global consumers expect brands to be actively involved in improving societyan opportunity for companies that wish to establish emotional and authentic links with their audiences.
Understanding the context of consumer life is key to design effective commercial strategies.
The brands and retail shops that they achieve position yourself as alliesoffering accessible solutionsrelevant communication and actions with purpose, will be the ones They build lasting and resilient relationships In a changing environment.
Z generation: drives change
The Z or centennial generation (1995-2009)composed of digital native young people, it is transforming not only purchase channels, but also expectations about brand value.
María Márquez, Senior Research Executive explains that this generation drives electronic commerce and prioritize categories such as feeding, entertainment and health.
This group is characterized by trusting digital platforms and assessing elements such as economic accessibility and brand reputation, which forces companies to rethink their value proposition.
Concerns for 2025 go beyond the economy
Although the Financial pressure It is still one of the main concerns Of consumers in Latin America, it is not the only one. The healththe security and the context political They also appear as relevant concerns.
In 2025, Donald Trump’s return to the presidency of the United States adds a new variable to the panorama.
Countries like Mexico, Central America and Panama show concern about possible restrictions on sending remittances, crucial source of income for millions of homes. In the case of Guatemala, remittances represented about 20% of GDP (Gross domestic product).