In the first week of April 2021, El Salvador, Nicaragua, Honduras, Dominican Republic and Guatemala were the countries in the region where the number of people visiting establishments identified as supermarkets was higher than the figures reported before the pandemic.
Over the course of the months and in the context of the reactivation of commercial activities, more Central American consumers have visited locations identified as supermarkets and pharmacies.
Reducing costs and barriers to foreign trade in Central American economies is key for the region to overcome the economic recession caused by the outbreak of Covid-19.
A report prepared by the World Bank explains that boosting economic activity and employing a higher percentage of the labor force are objectives that can be achieved through reforms that strengthen the private sector and attract investment.
In the last year in El Salvador, sales of hardware stores have remained dynamic, a situation that is explained by changes in living habits resulting from the pandemic, as in recent months’ consumers have decided to invest in remodeling their homes.
The increase in family remittances is another factor that has influenced the increase in hardware store sales. According to official figures, during 2020 the country received $5,919 million in family remittances, an amount that exceeded by 5% what was reported in 2019.
During 2020 in all countries of the region, construction activity decreased considerably and Central American cement imports stagnated, this adverse scenario is explained by the economic crisis generated by the pandemic.
The construction industry statistics system, which is part of the interactive platform "Construction in Central America" of CentralAmericaData's Business Intelligence area, compiles the most important industry data for each of the countries in the region.
The oversupply of office space and changes in the dynamics and ways of working of companies have led the office rental market to a corrective or adjustment phase, which is mainly evidenced by the downward pressure on rental prices.
At the beginning of 2021, CentralAmericaData expected that in the coming years, 4 out of 5 companies will bet on hybrid work modalities, which include face-to-face and remote activities. This phenomenon will force office supply to adjust to the new market conditions.
Central America must be the driving force behind a globally accepted document that will be vital for the recovery of the global economy and tourism in particular.
The generation of a physical or digital document of global acceptance (like national passports) that certifies that the bearer has been vaccinated against Covid-19 will facilitate the movement of people that has been severely restricted as part of the measures adopted by governments, both locally and internationally, to contain the pandemic.
Small warehouses located in strategic locations that serve to quickly distribute the merchandise sold online, are the type of properties that in this context of new business reality have gained ground.
When analyzing the Guatemalan market, it is reported that one of the geographic regions in which the productive activity of this sector is increasing is composed of Villa Nueva, Villa Canales and San Miguel Petapa, municipalities of the department of Guatemala that are located south of the capital of the country. This area is a commercial node that has developed quickly in recent years.
After in 2020 in the Salvadoran market the marketing of vehicles classified as luxury decreased 20%, brands such as BMW expect that 2021 will be better, since its local sales in the first two months of the year started off well by increasing 8% year-on-year.
During last year, 220 premium segment vehicles were sold in El Salvador, 47% of the total number of units sold corresponds to the BMW brand.
As a result of the economic crisis generated by the pandemic, it is estimated that four out of every five Central American companies were forced to increase their debts in order to sustain their operations.
According to the 2021 Regional Survey on economic reactivation prepared by the Federation of Chambers of Commerce of the Central American Isthmus (Fecamco), the resources obtained through indebtedness, served the companies to pay payroll, face rents and support operations.
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.
Reducing delivery times of products sold through digital channels and maintaining different supply and distribution options to face scenarios of trade restrictions are some of the challenges that companies face in this new business reality.
In Central America during 2020, companies had to adjust quickly to the demands arising from the health crisis caused by the covid-19 outbreak, as restrictions on consumer mobility and face-to-face sales were continuous.
Relocating existing restaurants, strengthening the digital sales channel and identifying the areas where consumers are currently concentrated in order to choose the location of new stores are some of the strategies of the chains when executing their expansion plans.
As a result of the covid-19 outbreak, several expansion projects were affected, which must now reinvent themselves and adapt to the new commercial reality, in which consumers have different lifestyles.
Given the new business context in which print media have been hit in recent years by changes in habits and audiences are on multiple channels and digital platforms, marketing and advertising teams must reinvent themselves.
The most recent changes in lifestyle habits resulting from the spread of covid-19 have combined with the increased use of digital platforms, a phenomenon that was already evident before the pandemic.
At the end of January 2021, Nicaragua and El Salvador were the only two countries in the region where the number of people visiting establishments identified as supermarkets was similar to the figures reported before the pandemic.
As the months have gone by and in the context of the reactivation of commercial activities, more Central American consumers have visited locations identified as supermarkets and pharmacies.
Typical frozen foods, traditional beverages from the countries of origin and vacuum-packed fresh vegetables are some of the products that have sales growth potential in U.S. supermarket chains.
There are many opportunities for companies in the region, since it is estimated that two out of every three products placed on the shelves of U.S. supermarkets are of Latin American origin.
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