Consumption Up in Western Guatemala

The establishment of shopping centers and big chain restaurants marks the increase of purchasing power of consumers.

Thursday, February 3, 2011

The southwestern region of the country accounts for 21% of national consumption, the highest proportion after the metropolitan area which represents 27%. The central area of the country concentrates only 12%.

The article by Luis Lima Sanchinelli from explains by way of example that, "The population of Huehuetenango has quadrupled in the last 50 years (above the national average), and has become an important trading center in the western part of the country. This population growth attracts large store chains and restaurants which have established themselves in the city, taking advantage of a lack of competitors in order to expand and the increase in customer purchasing power.”

The article also highlights the increase in access to communications, especially young people through the internet, adjusting customs and consumption habits, so that, "when a Mc Donald’s inaugurates in a city, children and young people are already familiar with the yellow M."

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Future consumption in Guatemala is being shaped by growing urbanization and a very young demographic structure.

Business are starting to pay attention to and take advantage of the fact that almost half of the population are children, thus getting ready to build a solid base of potential loyal customers.

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