Consumption in Guatemala and Central America has experienced a significant change in 2024, with a growing preference for economic brands in most countries.
This phenomenon responds to economic and social factors that affect both the middle-low class and the lowest socio-economic sectors, according to a Kantar study on purchase habits in the region.
Increased inflation And economic fluctuations have forced families to prioritize spending on essential products, reducing the purchase of luxury goods.
In response, brands have implemented strategies such as Discounts, promotions and smaller presentations To maintain demand.
The Trump effect: Concern in Central America
The arrival of Donald Trump again to the US government. UU. It has generated concern in all Central American countries and the Dominican Republic.
A recent study reveals that five out of 10 homes In these countries they fear a deterioration of their economic situation, mainly due to the impact on remittancesa key source of income.
- Depth, 73% of households are concerned about Trump’s migratory policies.
- In Panamahe 63% of the population shows pessimism, considering that the situation will get worse with the arrival of Trump. Threats on the Panama Canal are possible to influence this perception.
- In Guatemalahe 57% of respondents is concerned about a possible worsening of their financial situation, while only one 2% He believes he will improve.
- In El Salvador and Nicaragua, in both countries 54% of respondents also anticipate economic difficulties.
- Costa Rica and Dominican Republic They are the countries with the most optimistic perspectives, the first with a 48% And the second with a 44% although uncertainty persists on the impact of US migratory and commercial policies.
Factors that drive preference for economic brands
- Increased inflation: Price rise has reduced purchasing power, forcing consumers to seek more affordable options.
- Family spending settings: The most vulnerable sectors prioritize the consumption of essential products.
- Value and quality search: Consumers seek the best balance between price and quality in their daily purchases.
Evolution of brand preferences in 2024
The Mass Consumer Assets Market (FMCG) in Guatemala has registered an increase in preference for economic brands:
| Brand type | 2024 increase percentage |
| Economic | 33% |
| Mainstream (brands that sell products from others under their own brand) | -2% |
| Premium (better quality or performance) | -26% |
| Private Labels (Own brands of supermarkets) | 6% |
The Premium brands have lost groundwhile economic options continue to gain adherents in a context of economic uncertainty.
Products are increasing and decreased consumption
Growth products:
- Food: Culinary assistants, wheat tortillas and corn.
- Dairy and substitutes: Condensate milk, cheese and ice cream.
- Drinks: You liquid, instant coffee and beer.
- Personal care: Hair treatment, oral rinse and female protection.
- Home care: Increase in demand for cleaning and disinfection products such as sponges, softeners and paper napkins.
Decrease products:
- Food: Buyers consider that corn flours, rice and sugar are non -essential products.
- Dairy: evaporated milk and lica milk.
- Drinks: snapshots powder and packaged water.
- Personal care: Makeup, diapers and shampoo.
Purchase behavior and channels used in 2024
Both Guatemalan consumers, and in the investigated region, have diversified their purchase points.
The traditional channel (local markets and stores) has gained relevancedue to its proximity and convenience.
However, the purchase frequency per visit has decreasedreflecting greater caution in spending.
The future of consumption in Guatemala 2025
The preference for economic brands will continue to rise, driven by the need to optimize family spending.
While premium brands will continue to lose space, companies must adapt to new market demands, offering accessible products without sacrificing quality.
In a 2025 marked by uncertainty, Guatemalan consumers will continue to prioritize Savings, quality and efficiency in your purchases.