Twelve months after Central America began a health and economic crisis triggered by the covid-19 outbreak, Guatemala was the fastest recovering economy and Panamanian economic activity is the slowest to return to pre-pandemic levels.
In March 2020, the first cases of covid-19 began to be detected in the countries of the region. The highly contagious disease, which at that time had already claimed the lives of thousands of people around the world, forced Central American governments to establish mobility restrictions.
As a result of the restrictions on mobility and the ban on the sale of alcoholic beverages, which were decreed in 2020 to mitigate the outbreak of covid-19, it is estimated that the smuggling of liquor from Mexico into the Guatemalan market increased considerably.
According to the report Prohibitions, illicit alcohol and lessons to be learned from the covid-19 lockdown, prepared by the Transnational Alliance to Combat Illicit Trade (Tracit), the dry law imposed for long periods boosted sales of smuggled alcoholic beverages.
Although the end of the year holidays is a threat to Central America for a second wave of covid-19 infections, it is expected that total closures will not be decreed since there are currently effective health control options, and less costly for the economy.
When the first cases of covid-19 were reported in the region in March 2020, most governments decided to paralyze a large part of productive activities and decree home quarantines.
In Guatemala, for the months when the quarantine was most severe, sales of live cattle were cut in half due to movement restrictions, lack of transportation, and market closures.
Due to the covid-19 outbreak, authorities agreed to impose severe restrictions on the circulation of people during April, May, June, and July, including total closures of the economy during several weekends.
After the Municipality of the head of the province of San Marcos, in Guatemala, decreed several trade restrictions to contain the advance of covid-19, the Constitutional Court decided to suspend them.
The country's highest court in constitutional matters heard the case after the Chamber of Commerce filed an action for protection against the provisions of the municipal corporation of the capital city of San Marcos, which were published on August 11 and are contained in Act 73-2020.
In recent weeks, Central American countries have reported an increase in the number of people who have moved to locations identified as supermarkets or pharmacies.
Due to the quarantines decreed by the governments of the region because of the covid-19 outbreak, in mid-April the concentration of people in residential areas of the cities registered its maximum level, but in the last weeks this trend has started to reverse, as consumers have visited more shops.
What to consume, what to stop consuming, which habits to adopt to improve health and to which lines of expenditure to invest more financial resources, are some of the questions that consumers in Central America are asking in the context of the new normal.
The covid-19 outbreak generated a revolution in the markets of Central America and its different economic sectors.
With the reduction of advertising budgets, companies must invest in advertising on social networks, which must be complemented by organic traffic derived from content created on digital platforms.
The outbreak of covid-19 transformed the ways in which Central American consumers behave, as quarantines and measures of restriction and social isolation decreed by governments, generated abrupt changes in purchasing habits and product search.
The lack of definition of the date when Guatemala's borders will be reopened causes uncertainty among local entrepreneurs in the sector, which is going through one of the most severe crises due to the covid-19 outbreak.
As a result of the spread of the virus, the Guatemalan authorities suspended commercial flights and closed the borders to tourists. In addition, tourist sites were ordered to be closed and the movement of people between departments restricted.
In Guatemala, approximately 75% of agricultural enterprises have reported liquidity problems in the context of the crisis generated by covid-19.
A study conducted by the Chamber of Agriculture (Camagro) states that during May, agricultural companies recorded income losses, a situation that can be explained by the quarantine decreed and the social isolation measures.
Currently, transporting goods by sea between Central American countries can increase freight costs by at least 60% compared to the land option, which represents an obstacle to changing the way goods are transferred in the region.
As a result of the closure of the Penas Blancas customs crossing, on the border between Costa Rica and Nicaragua, some businessmen in the region had to resort to the sea route in order to deliver their orders.
The Ministerial Agreement was published in the Diario de Centroamerica, which specifies the four phases to be applied for the de-escalation of containment measures for the reactivation of economic activity in the country.
According to the official document, Phase 0, which is called "De-escalation Preparation", will provide relaxation of the confinement measures that will allow relief to citizens and workplaces, allowing mobility outside the home.
Reaching consumers in a confined scenario has been a complex task for companies distributing mass consumption products, since the operation of some of the commercial channels has been limited in the region's markets.
In Panama, companies engaged in the wholesale distribution of food products such as oats, beverages, snacks and others have faced challenges during the weeks of home quarantine, which was decreed by the authorities following the outbreak of covid-19.
After the Guatemalan government carried out total closures of economic activity for three consecutive weekends in the context of the covid-19 outbreak, the president announced that there would be no total suspension of operations for the week of June 1-7.
Another change is that the curfew will now be 18 hours to 5 am next day, reported the night of May 31 President Alejandro Giammattei on national television.
Because of the restrictions on mobility decreed in the region's cities, since mid-April, when the concentration of people in residential areas peaked, the trend has been downward.
According to the "System for Monitoring the Markets and Economic Situation in Central American Countries", prepared by the Trade Intelligence Unit of CentralAmericaData, since the effects of the crisis generated by the spread of covid-19 in the region began to be felt and, more specifically, since the measures restricting mobility were tightened, visits to shops in Central American countries have been drastically reduced and the mobility of consumers in residential areas has rebounded.
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