In 2018 Guatemala (14.9 million inhabitants) imported € 18,477,841 worth of vegetables from El Salvador, China and Mexico. Fruit was imported from Chile, Mexico and Peru with a value of € 28,300,691. Fruit and organic products have good growth potential in Guatemala.
The retail trade in Guatemala is strong and continues to grow. The two largest supermarket chains continue to expand and open new points of sale in both the city and the countryside. Walmart is the largest and leading supermarket chain in Guatemala. The main competitors for the supermarkets are the outdoor markets and the local shops, which are strongly represented in the interior. They mainly sell to low-income consumers. There is, however, a strong demand for high-quality imported products from the middle and upper class.
The success of the introduction of an import product depends on the local representation and personal contact. In addition, hiring a trader is the easiest and fastest way to enter the market. It is especially useful if this trader already delivers to the supermarkets. In many cases, the local representative or trader is also the importer.
The USDA report gives more tips.
Source: USDA report Retail Foods Guatemala