Guandy is a company that has manufactures sweets for more than 30 years, according to Gerardo Araneda, general director of the Guandy Group and candy industry. Araneda points out that, currently, the company exports around 12 thousand annual containers full of sweets, among which are Marshmallows, gomites and chocolates, to 35 different countries. According to Araneda, there are 10 confectionery companies constituted, whose common denominator is export.
At the moment, confectionery exports in Guatemala represent only 1.8%, according to data provided by Daniel González, responsible for economic analysis for Central America and Dominican Republic of Deloitte. However, Valeria Prado, Vice Minister of Investment and Competition of the Mineco, estimates that the confectionery market could increase to US $ 632 million by 2030. This is based on the availability of raw material: sugar.
Fernando Cifuentes, general manager of Atkinson Candy Company of Guatemala, SA, explains that in the United States, for a long time, sugar was a protected product, which led to this product being more expensive than in the international market. While in the latter it costs 30 cents, in the United States it costs 70. “Well, since they protect it, it is always more expensive because when you finish, they have to import.” This, according to Cifuentes, derived that many companies seek alternatives in other countries, such as Atkinson Candy Company, who decided to enter Guatemala.
Felipe Baselga, an investment banking partner for Deloitte Latin America, says that, in Guatemala, the confectionery industry is worth around half a billion dollars. Despite not being a large market, it has well -positioned companies at regional level and growth potential. On the other hand, Wendy Mena, leader of the investment attraction team of Invest Guatemala, points out that Guatemala is one of the main sugar exporters worldwide.
Pastry, Galletry and Vitamins
Mena emphasizes that, when talking about the country’s potential In the confectionery area, it is not only sweets, but also of pastry, cookie and even vitamins: “Everything that may have as a vital input, sugar.”
To achieve the increase of US $ 632 million by 2030, data provided by Prado indicate that three axes must be followed: the innovation of packaging, flavors and formats; The development of value chains, and the local industrialization of inputssuch as cocoa and milk. In addition, it must be improved The expansion to target marketsespecially through digital channels.
Likewise, Prado emphasizes that the value chain must be strengthened, of which Guatemala is already part. The Vice Minister points out that the relationship with strategic partners must be used to be able to stock up on the products that cannot be obtained in the country. Among the countries with which there is a strategic relationship are Mexico, the United States, Costa Rica and Peru; Regions that, according to Prado, can help consolidate Guatemala as a confectionery competitor in the world.
Mena complements that more companies that can provide are needed other raw materials, in addition to sugar, such as dyes, flavorings and food additives. In the same way, he points out that, from the New healthy trendsthe strategy to promote the country must be adjusted and more supplier chains.
On the other hand, Araneda, who is also president of the guild of sweets, gum and chocolates, attached to the Guatemalan Chamber of Industry, highlights the need to create a strategy of fluid locomotion and economic decentralization, to prevent all services from concentrating in the capital city. González mentions that the lack of improvements in infrastructure, both in ports, roads and in customs, has been one of the main inhibitors to detonate greater growth and production.
For Cifuentes, the Mineco must work together with the Ministry of Foreign Affairs to face the new tariffs imposed by the United States. “We are paying 10% of the value of each container and our largest competitor is Mexico, which is not paying any tax in confectionery,” says Cifuentes.
What does Guatemala offer?
According to Mineco, confectionery exports have increased between 2022 and 2024. For 2022 US $ 111.8 million were exported, a figure that increased to US $ 117.8 million in 2024. The main destinations of the sweets made in Guatemala are Mexico, with US $ 30.95 million; Honduras, with US $ 15.5 million, and the Dominican Republic, with US $ 12.3 million.
“We are a sugar country,” Araneda describes Guatemala. He points out that this ingredient and human capital are elements that give advantage to the country. In addition, Araneda mentions as another favorable point the commercial agreements signed during the 2000s.
“It gives us an advantage to have the crop here in Guatemala and the production of sugar, because it allows us to be attractive to attract greater companies that can produce sweets,” says Cifuentes, who adds that the country has traditionally had a considerable offer within the confectionery industry.
On the other hand, Cifuentes maintains that another aspect that benefits the country is its geographical positionsince it is close to the largest markets: Mexico and the United States. According to Cifuentes, the country has the advantage of being able to sell south – both Central America as South America – and to the north.
What should be improved?
For Araneda, what Guatemala should improve is summarized in four points: Crisis of insecurity, logistics and mobility and process managements. According to Araneda, up to 30 international ships have been registered waiting to be attended in customs, and the procedures that should take a week are delayed up to two months.
Cifuentes complements that the overload in the ports has caused some ships to decide not to stop at the port of Guatemala, which generates loss of time: “The issue is that when a negotiation is made internationally, one remains with the client at a delivery date, and these delays definitely make us look bad.”
On the other hand, Cifuentes ensures that The procedures related to the food control area take up to three months, which also reduces competitiveness. However, according to Prado, the Mineco is working hand in hand with the Ministry of Health and the Ministry of Agriculture and Livestock for the simplification and digitalization of procedures, so that the records are increasingly agile and efficient.
In another aspect, Mena argues that, despite having a competitive price of sugar, competitiveness should be improved in aspects such as labor and cost of supplies such as electricity and water. Baselga, in turn, highlights the need for training and human capital, due to the migration of Guatemalans to the United States, which causes labor shortages.
Innovation and new practices
Araneda mentions that the destinations that are already included in the Route of Dulce Guatemalteco are Central America and the Caribbean, in addition to North America, due to the free trade agreements and the agreements signed between countries. However, it ensures that there is capacity to export more. “I think there is a superior demand,” says Araneda.
González adds that regions such as Saudi Arabia and Israel could also be explored, which could register a medium -term potential growth. Cifuentes also argues that there is a market opportunity in all the Caribbean islands, although there is currently no direct route to reach these regions.
For Baselga, the packaging is of the utmost importance, especially to export to sectors such as the United States, in order to develop a product differentiation. Among these aspects, it mentions sustainability, which becomes increasingly relevant to the target market.
Baselga points out that Guatemala must fogged more, both in terms of trends and certifications, to be able to export to more mature markets. Cifuentes mentions that, to sell outside the country, it is necessary to have quality and safety certificates.
Also, Cifuentes indicates that, in the case of the United States, it is important to have a Kosher certification, for the Jewish community, and a halal certification, established in the Islamic Law. From this, Cifuentes highlights that different markets can be served and sell in greater proportion.
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