Do you export containers and packaging? Discover new opportunities in Guatemala and El Salvador

Discover the high-demand products that offer great export opportunities in this market.

The packaging market in Guatemala and El Salvador is experiencing dynamic growth, creating opportunities for both local and foreign producers. This expansion is largely driven by key sectors like the food industry, presenting a significant opportunity for Peruvian suppliers.

According to a market study on containers and packaging in Guatemala and El Salvador, published on Exportemos.pe, the Salvadoran economy shows that the food industry contributes 32 % to its GDP, while in Guatemala, the industry accounts for a strong 38.9 % of the gross domestic product.

The analysis highlights a crucial point: 100 % of the buyers surveyed in these countries are interested in receiving proposals for Peruvian products. This indicates a significant opportunity in the packaging sector.

Source: Shutterstock

In this context, the market opportunities in El Salvador and Guatemala, based on current product demand, are as follows:

Cardboard packaging

There is considerable demand for these products in both Guatemala and El Salvador, with the two countries importing a total of USD 11.9 million in 2022, representing 0.62 % of the overall demand in both markets. In both cases, the leading segment was flexible packaging.

For more details, the market study reports that in El Salvador, the aggregate demand is primarily driven by paper or corrugated cardboard boxes, which account for 62 % of demand. This is followed by boxes and folding cartons made of paper or non-corrugated cardboard, which represent 20 % of the demand.

Source: Shutterstock

In Guatemala, paper or corrugated cardboard boxes make up 82 % of the total demand. This is followed by non-corrugated paper or cardboard boxes and non-corrugated folding cartons, which account for 15 %.

Thus, paper, or corrugated cardboard boxes are the most dynamic segment, showing a positive growth trend in both markets: 153 % growth in El Salvador and 326 % growth in Guatemala over the last 5 years.

Source: Shutterstock

Plastic household goods

In terms of imports, articles for transport or packaging made of plastic, along with caps, lids, capsules, and other closing devices made of plastic, as well as tableware and other items for table or kitchen service, represent 76 % of the market in El Salvador and 69 % in Guatemala.

However, the most dynamic segment, showing a positive growth trend in both markets (El Salvador and Guatemala), is plastic articles for transport or packaging, along with plastic caps, lids, capsules, and other closing devices.

This includes a 71 % growth in El Salvador over the last five years and a remarkable 796 % growth in Guatemala. As a result, the relative share of this item in the analyzed sector has increased by 4 percentage points in El Salvador and 6 percentage points in Guatemala.

Source: Betinho Garcia / PROMPERÚ

Flexible packaging

Imports in El Salvador for this segment are driven by a 100 % increase in purchases from countries outside the CACM (Central American Common Market, which includes Costa Rica, El Salvador, Guatemala, Honduras, and Nicaragua), along with a 77 % increase in purchases from CACM countries.

Purchases from Peru have remained relatively unchanged over the last five years. However, the incidence of purchases varies significantly in the segments of propylene polymers or other olefins in primary forms, and propylene polymers, as these have the greatest exposure to countries outside the CACM. This presents an opportunity for Peruvian exporters to increase their market share.

Source: Shutterstock

In the case of Guatemala, 81 % of purchases in this sector come from countries outside the CACM, 17 % from CACM member countries, and 2 % from Peru at the aggregate level.

Thus, purchases from Peru increased by 80 % in volume over the last five years, but this growth did not significantly affect their relative share. The incidence of purchases varies in the segments of propylene polymers or other olefins in primary forms, and propylene polymers, where there is significant exposure to countries outside the CACM. This also presents an opportunity for Peruvian exporters to expand their market presence.

WHAT STRATEGIES DO I USE TO POSITION MYSELF?

Based on the market study mentioned earlier, Peruvian producers should consider these strategies to position themselves in the packaging market:

Offer integrated solutions: Buyers in these markets seek suppliers who provide not only high-quality products at competitive prices but also effective logistics, reliable after-sales support, and prompt response times.

Provide technical assistance: Buyers in Guatemala and El Salvador are dissatisfied with local suppliers because they lack support in packaging design, best practices, and product durability.

The following strategies could also be beneficial: focusing on sustainable products, offering innovative designs, forming strategic alliances, participating in trade fairs and industry events, providing flexible payment terms, and adapting strategies to each market segment.

Source: Shutterstock