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Sector Trend Analysis – Health and Wellness – Packaged food and beverage trends in Mexico

November 2019

Executive summary

In 2018, retail sales of the Mexican health and wellness (H&W) sector totaled US$18.9 billion. There is a rise in demand for H&W products in Mexico as consumers are looking for healthier food options due to health concerns related to obesity and diabetes. Mexicans have one of the highest obesity rates (~72.5%) and diabetes rates (~15.8%) in the world.

According to GlobalData, natural ingredients are the number one factor that would encourage Latin Americans (40%) to choose one brand over another. This key health factor is reflected in Mexico's H&W consumer market, of which the naturally healthy (NH) packaged food sector category had the highest retail sales value at US$11.4 billion in 2018. Meanwhile in 2018, Mexico's functional and fortified (FF) H&W beverage sector category performed best with sales of US$3.5 billion.

In Mexico, organic product retail sales of packaged food and beverages are low and this is the smallest H&W sector category with a value of US$57.3 million in 2018. Although, Mexico is a significant producer of organic produce for exports, demand and domestic consumer confidence in overall organic benefits remains low due to these higher product prices and limited availability. Opportunities exist in Mexico to develop claims such as organic and interest in natural products is high across all sectors, making it an important consideration for new product developments.

Competitive pricing is a key consideration, when introducing and differentiating specialty and high premium/quality products.

The top five claims found on product packaging, that help describe what 'healthy' means to Latin Americans are natural, balanced nutrition, low in fat, low in sugar or organic attributes. Key consumer H&W product trends in food and beverages focus on weight management, fresh, natural and pure, moderation and avoidance, disease management and wellbeing credentials.

Consumers in Mexico and Latin America

The Latin American region is highly influenced by health and wellness, particularly with the growing opportunity for weight-management solutions. According to the United Nations in 2017, more than two thirds (~66.7%) of consumers living in Mexico, Chile, and Ecuador were overweight or obese (compared to 39.6% of adults and 18.5% of children who were classified as obese in the US)Footnote 1. High rates of obesity, unhealthy, sugar-laden diets, and sedentary lifestyles are growing concern's that Latin American governments are trying to alleviate. Whereby in 2014, Mexico launched a nationwide 8% tax on non-basic foods that have a caloric value equal or greater to 275 calories per 100 grams, as well as, a MXN$1.17 tax per liter on the sales price of flavoured beverages with added sugar. In turn, packaged food brands are also likely to face challenges entering the Latin American market due to imposed government regulations like Chile's black stop-sign labeling system introduced in 2016, which helps highlight high fat, sugar, calorie, or salt products.Footnote 2

Natural ingredients are the number one factor that would encourage Latin Americans (40%) to choose one brand over another. Natural credentials such as preservative-free, free from synthetic ingredients, real ingredients, organic or eco-friendly are claims that are often synonymous with being 'healthy' in this region. Key H&W consumer trends in food and beverages, other than weight management, are products that promote fresh, natural and pure, moderation and avoidance, disease management and wellbeing attributes.Footnote 2

Consumers in Mexico are continuously seeking alternative food and beverage product options that are offered at lower prices; therefore, in order to maximize H&W opportunities, retailers need to be able to meet the most competitive and comparable prices domestically available in this sector. According to a GlobalData surveyFootnote 3 in 2018, 39% of responders said that 'how the product impacts their health and well being', will always influence their product choice (8% are rarely or never influenced by these health impacts). However, all things considered, 76% of Mexicans consider themselves to be a saver (slightly higher among men than women) rather than a spender; therefore price definitely plays a role in influencing consumers' purchasing decisions regardless of the beneficial health claim attribute.

Many leading companies in Mexico have goals to extend the presence of private label products by launching a new and improved line of exclusive products that will increase total private label sales. For example private label brand's like Member's Mark recently aimed towards launching up to 600 exclusive products over a 2-year period (2017-19) consolidating these products into 21 brands within Sam's Club stores, with a goal to increase total sales by 25%. Another company in Mexico, Soriana, has experienced difficulties with domestic suppliers being unable to meet their demand capacity levels and thus aim to reach 7% of total private label sales in 2019, which are currently less than 4%. This company is seeking international suppliers to sell larger quantities in bulk, yet will be packaged in Mexico to save on production costs (Private label market in Mexico report, page 33).

Health and wellness sector market overview

Overall, the H&W Mexican sector reached a retail sales value of US$18.9 billion in 2018, which has increased at a compound annual growth rate (CAGR) of 4.6% (2015-2018). A total of 60.2% were H&W packaged food products, with naturally healthy (NH) products representing the highest sales value in 2018 at US$11.4 billion. In 2018, H&W beverages reached sales of US$7.1 billion, thriving the most from within the naturally healthy, functional and fortified, free from and food minus related drink categories.

Within the H&W sector the packaged food and beverage categories by type, often contain popular product claims such as health management (cardiovascular, diabetic/dietetic, digestive, bone and joint health: free from/reduced/no added, source of nutrient ingredients), weight and shape management (weight management: no/reduced calories or fat), and general wellbeing (bone and joint health: added/all natural/multi-grain, functional and fortified, source of protein) or performance (energy boosting). Non-alcoholic H&W beverages fall under categories such as carbonates, energy/sport drinks, fruit powders, juices, nectars, squash/syrups, still drinks, iced/ready-to-drink (RTD) coffee or tea drinks, and enhanced/flavored or packaged water combinations.

Retail sales in Mexico of health and wellness (H&W) packaged food products, US$ millions using 2018 fixed rates, (historical and forecast)
Category 2015 2018 CAGR* % 2015-2018 2019 2022 CAGR* % 2019-2022
Health and wellness food by type 16,464.4 18,869.2 4.6 2,763.0 21,667.8 3.4
Food intolerance (FI) 151.3 169.9 3.9 62,434.4 190.4 2.9
Food minus 1,684.9 2,041.7 6.6 39,998.8 2,363.1 3.6
Free from 2,204.0 2,572.9 5.3 34,731.6 3,045.8 4.4
Functional and fortified (FF) 2,317.7 2,666.0 4.8 175.0 3,062.0 3.5
Naturally healthy (NH) 10,025.2 11,365.5 4.3 2,124.9 12,944.5 3.1
Organic 81.2 53.2 −13.1 2,675.9 62.0 3.7

Source: GlobalData Intelligence, 2019

*CAGR: Compound Annual Growth Rate

Retail sales in Mexico of health and wellness packaged food products in 2018, US$ millions
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  • Food intolerance (FI): US$169.9 million (0.9%)
  • Food minus: US$2.0 billion (10.8%)
  • Free from: US$2.6 billion (13.6%)
  • Functional and fortified (FF): US$2.7 billion (14.1%)
  • Naturally healthy (NH): US$11.4 billion (60.2%)
  • Organic: US$53.2 million (0.3%)

Source: GlobalData Intelligence, 2019

Retail sales in Mexico of health and wellness (H&W) drink products, (historical and forecast) US$ millions using 2018 fixed rates
Category 2015 2018 CAGR* % 2015-2018 2019 2022 CAGR* % 2019-2022
Health and wellness drinks by type 5,366.5 7,097.5 9.8 7,732.9 9,647.0 7.7
Food minus 951.3 1,574.9 18.3 1,887.6 2,918.7 15.6
Free from 163.3 97.7 −15.7 104.5 122.8 5.5
Functional and fortified (FF) 2,821.0 3,533.5 7.8 3,799.4 4,430.4 5.3
Naturally healthy (NH) 1,429.6 1,887.2 9.7 1,936.6 2,168.0 3.8
Organic 1.3 4.1 47.9 4.8 7.1 14.4

Source: GlobalData Intelligence, 2019

*CAGR: Compound Annual Growth Rate

Naturally healthy packaged food and beverage category

Naturally healthy (NH) products are generally categorized as all natural, herbal, multi-grain or a good source of nutrients, vitamins, fiber or proteins. naturally healthy drinks contain categories of packaged/flavored/enhanced water, fruit powders, juices and nectars.

Market sizes: Naturally healthy

In Mexico, naturally healthy products is the largest category within the H&W sector reaching retail value sales of US$13.3 billion in 2018, mainly within the naturally healthy dairy and soy food category. All naturally healthy categories are expected to moderately grow from 2019 to 2022, however, naturally healthy drinks are expected to decline (mostly due to a decline in sales of naturally healthy enhanced water products) by a CAGR of 3.8% from 9.7% between 2015 and 2018.

Market sizes in Mexico for naturally healthy packaged products (historical and forecast) retail value sales using fixed 2018 prices, US$ millions
Sector category (product attribute segment) 2015 2018 CAGR* % 2015-2018 2019 2022 CAGR* % 2019-2022
Bakery and cereals (multi-grain, source of calcium/fiber, other naturally healthy) 2,878.2 3,302.3 4.7 3,424.2 3,810.8 3.6
Dairy and soy food (all natural) 6,274.4 7,063.6 4.0 7,329.4 7,954.5 2.8
Fish and seafood (other naturally healthy) 327.9 372.1 4.3 388.0 437.2 4.1
Meat (other naturally healthy, source of protein) 529.4 609.9 4.8 637.4 721.9 4.2
Savory snacks (all natural, other naturally healthy) 2.8 3.3 5.2 3.4 3.8 3.7
Seasonings, dressings and sauces (all natural, other naturally healthy) 12.4 14.3 4.7 14.8 16.2 3.1
Drinks (all natural, source of protein, other naturally healthy) 1,429.6 1,887.2 9.7 1,936.6 2,168.0 3.8
Total naturally healthy food and beverage 11,454.8 13,252.7 5.0 13,733.9 15,112.5 3.2

Source: GlobalData Intelligence, 2019

*CAGR: Compound Annual Growth Rate

Top company retail shares: Naturally healthy

Artisanal producers represent company shares of 24.4% in terms of retail value sales within the naturally healthy food category, while private labels represent 0.7% in 2018. Other top companies in the naturally healthy food category include Grupo Lala - S.A. de C.V., Ganaderos Productores de Leche Pura SA de CV and Grupo Bimbo - S.A.B. de C.V.

The Danone Group dominates within the naturally healthy drink category at 39.5% market share in 2017. Coca-Cola (18.8%), the Dr. Pepper Snapple Group (8.3%) and Grupo Jumex - SA de CV (8.2%) are also leading companies in the beverage category.

Top company shares for naturally healthy packaged food and beverage products in Mexico, retail value sales using 2018 fixed prices, % breakdown (historical)
Company name 2014 2015 2016 2017 2018
Top naturally healthy packaged food 87.4 86.9 85.0 84.4 88.0
Artisanal producers 21.4 21.6 21.6 21.7 24.4
Grupo Lala - S.A. de C.V. 18.2 18.5 18.5 18.3 20.4
Ganaderos Productores de Leche Pura - SA de C.V. 14.2 14.5 14.4 14.3 16.0
Grupo Bimbo - S.A.B. de C.V. 9.7 9.8 9.8 9.8 11.1
LICONSA - S.A. de C.V. 3.2 3.3 3.2 3.2 3.6
Group Agroindustrial Zaragoza 2.7 2.7 2.7 2.7 3.0
Private Label 1.9 2.0 1.9 1.9 0.7
Others 16.1 14.6 12.8 12.3 8.8
Top naturally healthy drinks 85.0 85.1 85.8 83.2 N/A
Danone Group 38.6 38.6 40.0 39.5 N/A
Coca-Cola 19.0 18.3 18.9 18.8 N/A
Dr. Pepper Snapple Group 10.4 11.3 11.1 8.3 N/A
Grupo Jumex - SA de C.V. 8.0 8.1 7.5 8.2 N/A
Arca 5.9 6.0 6.0 6.2 N/A
Others 3.1 2.8 2.4 2.3 N/A

Source: GlobalData Intelligence, 2019

N/A: Not Available

Product launch analysis: Naturally healthy

According to Mintel, there were approximately 7,371 new products launched (including new variety/range extension, packaging, formulation or relaunched), within Mexico between 2014 and 2018. These claims were either an 'all natural', GMO free, wholegrain product or was a product that contained no additives/preservatives. During this same period there were 1,113 naturally healthy related drink products launched.

"Naturally healthy" related product launches in Mexico, historical product item count (2014-2018)
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2014 2015 2016 2017 2018 Total Sample
Food 1,208 1,105 1,359 1,296 1,290 6,258
Drinks 262 218 195 228 210 1,113

Total item count: 7,371

Source: Mintel, 2019

According to new product launches in Mexico (2014 to 2018), top sub-categories (brands) within the naturally healthy food category were snacks (Fruit Corp.), bakery (Charras), sauces and seasonings (La Costeña), dairy (Ades) and breakfast cereals (Granvita).

Top brands of 'naturally healthy' food product launches in Mexico, displaying number of products in top sub-categories (2014 - 2018)
Top 10 - naturally healthy sub-category Top brands launched product item count) Number of products in sub-category
Snacks Fruit Corp. (16), Nochiola (16), Premier (15), Terrafertil Nature's Heart (12), Quaker Stila (11), Kirkland Signature (10), H-E-B Organics (7) 1,157
Bakery Charras (18), Daylish (15), Bob's Red Mill (11), Granvita (7), Aires de Campo (6), H-E-B Select ingredients (6) 961
Sauces and seasonings La Costeña (47), Knorr (22), San Marcos (17), Del Monte (14), Great Value (10), Enature (10), Aurrera (8), H-E-B Organics (8), Heinz (7), Altea (6) 760
Dairy Ades (26), Silk (25), Santa Clara (22), Lala (17), Arla (14), H-E-B Select ingredients (9), H-E-B (8), H-E-B Organics (6) 531
Breakfast cereals Granvita (25), Nestlé Cheerios (23), Nestlé Fitness (13), Bob's Red Mill (9), H-E-B (7) 514
Side dishes La Sierra (32), La Costeña (16), Roland (14), Chata (13), Knorr (11), Isadora (10), Pereg (8) 428
Processed fish, meat and egg products Atún Dolores (19), Chata (16), Marina Azul (15), H-E-B (12), Member's Mark (12), Kirkland Signature (8), Herdez (7) 423
Fruit and vegetables La Costeña (30), La Huerta (25), Global Premier (25), Great Value (17), Herdez (13), Soriana (8), La Sierra (7) 361
Baby food Gerber (61), Gerber Junior (38), Heinz (30) 251
Sweet spreads Aires de Campo (15), Santiveri (8), Tía Ofilia (6), Kirkland Signature (3) 248
Total sample size 6,258
Source: Mintel, 2019

More recently, over the last year and a half, among a sample size of 303 new products (Jan.'18-Jul.'19), top brands launched within the naturally healthy drink category were Bonafont Kids, Jumex, Yogi, Sin Secretos and Birdman Falcon.

Top brands of "naturally healthy" drink products launched in Mexico by product item count (January 2018 to July 2019)
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  • Bonafont Kids: 13
  • Jumex: 12
  • Yogi: 9
  • Sin Secretos: 7
  • Birdman Falcon: 6
  • Sello Rojo: 6
  • Pukka: 6
  • Elixia: 5
  • Celestial Seasonings: 5
  • Stash Organics: 5

Source: Mintel, 2019

Total item count: 303

Popular claims associated with naturally healthy food and beverage new product launches over the last five-year period were no additives/preservatives, Kosher, 'all natural' product and also, wholegrain.

Popular claims for 'naturally healthy' related food and beverage product launches, historical by product item count (2014-2018)
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  • No additives/preservatives: 4,571
  • Kosher: 2,394
  • All natural product: 2,282
  • Low/no/reduced allergen: 1,973
  • Gluten free: 1,770
  • GMO free: 1,317
  • Wholegrain: 1,244
  • Total sample: 7,371

Source: Mintel, 2019

Total item count: 7,371

Product examples

White Corn Tortilla with Morita Chili
Source: Mintel 2019
Company Desarrollo Gourmet
Brand Huerto Verde by Desarrollo Gourmet
Sub-category Bakery/bread and bread products
Country Manufactured in Mexico, not imported
Related claims No additives/preservatives, all natural product, Kosher, premium, gluten free, low/no reduced allergen
Launch type New variety/range extension
Date published June 2019
Price in US dollars 1.27

This premium, artisan fresh tortilla has been made with raw materials of the highest quality, has been carefully selected and packaged one by one. The kosher certified product is 100% natural, free from preservatives and gluten, has been packaged in a modified atmosphere, minimizing the use of preservatives and additives when increasing the product's shelf-life and preserving it naturally, and retails in a recyclable 500 gram (g) pack.

Apple Kick Juice
Source: Mintel 2019
Company Jungle Group
Brand The Wow Fact
Sub-category Juice drinks/juice
Country Manufactured in Mexico, not imported
Related claims No additives/preservatives, all natural product, functional – other/immune system/energy, gluten free, antioxidant, low/no/reduced allergen, vegan/no animal ingredients
Launch type New product
Date published June 2019
Price in US dollars 7.95

The Wow Fact Jugo de Manzana (Apple Kick Juice) is cold pressed and 100% natural. The product contains antioxidants that fortify the immune system, helps to reduce Alzheimer disease risk, and is described as raw, vegan, never heated and free from gluten, dairy and preservatives. It is a natural source of energy.

Functional and fortified packaged food and beverage category

The functional and fortified (FF) attribute are products with added nutrients, vitamins or proteins that often claim having health benefits such as an immunity boosting or probiotic or prebiotic product attribute. functional and fortified beverages included carbonates, fruit powders, energy, iced/RTD tea, sports and still drinks, enhanced/packaged water, nectars and squash/syrups.

Market sizes: Functional and fortified

In 2018, functional and fortified packaged food and beverage products reached US$6.2 billion, which had healthy growth in all categories from 2015 to 2018. The functional and fortified bakery and cereals category with added fiber/prebiotic or vitamin attributes reached the highest food sales in 2018. However, functional and fortified drinks held the highest share over the food category, representing 57% of sales. functional and fortified still drinks performed well at sales of US$2.0 billion, followed by sports drinks (US$900.6 million) and energy drinks (US$374.8 million). All categories are expected to grow (2019-2022), except for the functional and fortified confectionery category at a CAGR of −0.2%.

Market sizes in Mexico of functional and fortified packaged products (historical and forecast) retail value sales in fixed 2018 prices, US$ millions
Sector category (product attribute segment) 2015 2018 CAGR* % 2015-2018 2019 2022 CAGR* % 2019-2022
Bakery and cereals (added fiber/prebiotic or vitamins) 1,984.9 2,304.0 5.1 2,395.0 2,679.9 3.8
Confectionery (other functional and fortified) 93.0 103.8 3.7 104.1 103.4 −0.2
Dairy and soy food (added calcium/vitamins, probiotic) 102.3 108.2 1.9 109.8 113.0 1.0
Oils and fats (added Omega-3) 127.5 138.0 2.7 141.3 150.8 2.2
Pasta and noodles (other functional and fortified) 10.1 12.1 6.3 12.8 15.0 5.2
Drinks (other functional and fortified) 2,821.0 3,533.5 7.8 3,799.4 4,430.4 5.3
Total functional and fortified food and beverage 5,138.8 6,199.5 6.5 6,562.4 7,492.4 4.5

Source: GlobalData Intelligence, 2019

*CAGR: Compound Annual Growth Rate

Top company retail shares: Functional and fortified

In 2018, Artisanal producers continued to lead in the functional and fortified H&W packaged food category at 39.9% company share. Other leading companies included The Kellogg Company, Grupo Bimbo - S.A.B. de C.V., and Yakult Honsha. Coca-Cola dominates the drink category at 42.8% share, followed by Sociedad Cooperativa Trabajadores de Pascual (13.1%) and PepsiCo (9.2%) as reported in 2017.

Top company shares for functional fortified packaged food and beverage products in Mexico, retail value sales using 2018 fixed prices, % breakdown (historical)
Company name 2014 2015 2016 2017 2018
Top functional and fortified packaged food 96.9 96.8 96.7 96.6 96.8
Artisanal Producers 37.8 37.7 37.7 37.6 39.9
The Kellogg Company 20.0 20.7 21.0 21.3 23.0
Grupo Bimbo - S.A.B. de C.V. 19.6 19.7 19.7 19.7 21.0
Yakult Honsha 3.9 3.8 3.6 3.5 3.6
Mondelez International Incorporation 3.6 3.7 3.6 3.6 3.6
ACH Food Companies Incorporation 3.6 3.5 3.4 3.4 N/A
Private Label 0.4 0.4 0.3 0.4 0.2
Others 8.1 7.4 7.3 7.1 5.6
Top *FF drinks 74.2 73.9 76.6 75.8 N/A
Coca-Cola 34.5 36.4 42.4 42.8 N/A
Sociedad Cooperativa Trabajadores de Pascual 19.9 17.0 14.3 13.1 N/A
PepsiCo 7.7 8.8 9.2 9.2 N/A
Grupo Jumex - SA de C.V. 8.6 8.1 7.1 6.9 N/A
Ajegroup 3.4 3.2 3.3 3.6 N/A
Others 0.1 0.3 0.3 0.3 N/A

Source: GlobalData Intelligence, 2019

N/A: Not Available

Product launch analysis: Functional and fortified

According to Mintel, there were approximately 6,574 new products launched (including new variety/range extension, packaging, formulation or relaunched) within Mexico between 2014 and 2018. These products contained either functional (antioxidant, functional: bone health, brain and nervous system, cardiovascular, digestive, energy, eye health, immune system, other, slimming, stress and sleep, slimming, weight and muscle gain, high satiety, prebiotic, probiotic) or food plus claims (added calcium, high/added fiber or protein, stanols/sterols, vitamin/mineral fortified) claims. During this same period, there were 1,471 functional or food plus-related drink products launched.

"Functional and fortified" related product launches in Mexico, historical by product item count (2014-2018)
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2014 2015 2016 2017 2018 Total Sample
Food 972 1,026 1,069 1,035 1,001 5,103
Drinks 326 261 237 292 355 1,471

Total item count: 6,574

Source: Mintel, 2019

According to new product launches in Mexico (2014 to 2018), top sub-categories (brands) within the functional and fortified food category were dairy (Santa Clara), bakery (Bimbo), snacks (Terrafertil Nature's Heart), breakfast cereals (Kellogg's Special K) and side dishes (La Moderna).

Top brands of 'functional and fortified' food product launches in Mexico, displaying number of products for top sub-categories (2014 - 2018)
Top 10 - functional and fortified sub-category Top brands launched (product item count) Number of products in sub-category
Dairy Santa Clara (87), Sello Rojo (52), Great Value (35), Alpura (42), Lala (41), Danone Activia (38), Hershey's (32), Yomi Lala (30), Danone Danonino (28) 1,371
Bakery Bimbo (35), Great Value (6), Hill Country Fare (5), Granvita (3) 752
Snacks Terrafertil Nature's Heart (16), Great Value (6), Kellogg's Special K (5) 741
Breakfast cereals Kellogg's Special K (26), Nestlé Cheerios (22), Granvita (19), Great Value (16), H-E-B (3), Aurrera (3) 611
Side dishes La Moderna (72), Yemina (39), Barilla (37), La Sierra (30), Hill Country Fare (12), Soriana (11), Aurrera (10), Terrafertil Nature's Heart (3) 494
Baby food Gerber (48), Heinz (25), Gerber Junior (23) 286
Desserts and ice cream Yomi Lala (7), Soriana (1) 154
Processed fish, meat and egg products Hill Country Fare (5), H-E-B (2), Soriana (1), Aurrera (1) 152
Fruit and vegetables La Sierra (10), H-E-B (10), Terrafertil Nature's Heart (1) 149
Sauces and seasonings Great Value (5), Soriana (2) 136
Total sample size 5,103
Source: Mintel, 2019

More recently, over the last year and a half, among a sample size of 506 new products (January 2018 to July 2019), top brands launched within the functional and fortified drink category were Birdman Falcon, Vive 100%, Yogi, Abbott Ensure and V8 Splash.

Top brands of 'functional and fortified' drink products launched in Mexico by product item count (January 2018 to July 2019)
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  • Birdman Falcon: 11
  • Vive 100%: 10
  • Yogi: 10
  • Abbott Ensure: 9
  • V8 Splash: 8
  • Monster Energy: 6
  • Nestlé Nesquik: 6
  • Boing! Tradicional: 6
  • Abbott Glucerna: 6
  • Fuze Tea: 5

Total item count: 506

Source: Mintel, 2019

Popular claims associated with functional and fortified food and beverage new product launches over the last five-year period were vitamin/mineral fortified, Kosher, low/no/reduced allergen, no additives/preservatives, and also antioxidant.

Popular claims for 'functional and fortified' related food and beverage product launches, historical product item count (2014-2018)
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  • Vitamin/mineral fortified: 3,447
  • Kosher: 1,752
  • Low/no/reduced allergen: 1,307
  • No additives/preservatives: 1,169
  • Low/no/reduced fat: 1,059
  • Antioxidant: 1,026
  • Gluten free: 907

Total item count: 6,574

Source: Mintel, 2019

Product examples

Chocolate Chip Protein Cookie & Baking Mix
Source: Mintel 2019
Company JaceyCakes, importer Tiendas Chedraui
Brand FlappJacked
Sub-category Baking ingredients and mixes
Country Manufactured in the United States
Related claims All natural product, low/no/reduced carb, high/added protein, high satiety, GMO free, functional – energy, weight and muscle gain, slimming, low/reduced sugar
Launch type New product
Date published February 2019
Price in US dollars 7.83

Each serving (2 cookies) contains 10 grams of protein to keep consumers feeling fuller for longer, but with fewer carbohydrates and less sugar than traditional cookies. It is free from GMOs and artificial ingredients, is said to be useful for curbing cravings, and is guilt-free. This product is described as a convenient way to properly fuel the family for the day, is easy to make, and always fortified with protein. This mix fuels fat burning, promotes muscle growth, and increases energy, due to its protein content. Also available in banana hazelnut or buttermilk protein pancake and baking mix options.

Salted Watermelon Flavored Energy Gel with Carbohydrates & Amino Acids
Source: Mintel 2019
Company GU Energy Labs, importer Zembor
Brand GU
Sub-category Sports and energy drinks/sports drinks
Country Manufactured in the United States
Related claims Wholegrain, functional – cardiovascular, high/added protein
Launch type New packaging
Date published June 2019
Price in US dollars 2.36

Gu Gel Energético con Carbohydratos y Aminoácidos Sabor Sandía-Sal (Salted Watermelon Flavored Energy Gel with Carbohydrates and Amino Acids) has been repackaged with an updated design. The kosher and naturally flavored product can be consumed 5 minutes before workouts, and every 45 minutes during workouts, contains 450 millligrams (mg) amino acids, 125mg sodium and 20mg caffeine, and provides 92 calories. It is free from gluten, is suitable for vegans and vegetarians.

Food minus packaged food and beverage category

Food minus products generally include reduced sugar, fat, or salt categories. Food minus beverages includes carbonates, energy and still drinks, iced/RTD tea and coffee drinks, flavored water, fruit powders, nectars and squash/syrups.

Market sizes: food minus

In 2018, food minus packaged foods and beverages had retail value sales of US$3.6 billion. Both the dairy and soy food and reduced calorie/sugar/sodium or salt drink categories each brought in around one-third of the total sales in the food minus H&W sector. However, the drink category performed the best with a CAGR of 18.3% from 2015 to 2018. This category is expected to continue to lead by a CAGR of 15.6% (2019-2022), noting that carbonate beverages with food minus attributes are expected to be the most popular with 68.2% growth in sales by 2022.

Market sizes in Mexico of 'food minus' packaged products, historical and forecast retail value sales in fixed 2018 prices, US$ millions
Sector category (product attribute segment) 2015 2018 CAGR* % 2015-2018 2019 2022 CAGR* % 2019-2022
Bakery and cereals (reduced calorie/fat/sodium or salt) 491.3 575.2 5.4 601.5 683.8 4.4
Confectionery (reduced fat/sugar) 20.7 23.6 4.5 24.3 26.0 2.3
Dairy and soy food (reduced calorie/fat) 967.2 1,189.9 7.2 1,232.6 1,347.2 3.0
Savory snacks (reduced calorie/fat/cholesterol) 37.9 48.0 8.2 50.8 58.2 4.7
Seasonings, dressings and sauces (reduced calorie/fat/sugar/sodium or salt) 167.8 204.9 6.9 215.8 248.0 4.7
Drinks (reduced calorie/sugar/sodium or salt) 951.3 1,574.9 18.3 1,887.6 2,918.7 15.6
Total food minus food and beverage 2,636.2 3,616.6 11.1 4,012.5 5,281.9 9.6

Source: GlobalData Intelligence, 2019

*CAGR: Compound Annual Growth Rate

Top company retail shares: Food minus

In 2018, the leading company within the 'food minus' H&W packaged food category was Mondelez International Inc., at 73.2% share. Other companies with a higher amount of 'food minus' products include Artisanal producers, Grupo Lala - S.A. de C.V., and Grupo Bimbo - S.A.B. de C.V. It appears that the McCormick company products may no longer fall under the food minus category with no reported numbers in 2018. Once again, Coca-Cola held the highest company share at 43.5% in the food minus drink category, followed by Grupo Jumex - SA de CV (18.5%) and PepsiCo (11.4%) as reported in 2017.

Top company shares for food minus packaged food and beverage products in Mexico, retail value sales using 2018 fixed prices, % breakdown (historical)
Company name 2014 2015 2016 2017 2018
Top 'food minus' packaged food 75.7 75.2 74.8 74.8 73.2
Mondelez International Incorporation 12.0 16.4 17.8 17.8 19.9
Artisanal Producers 13.7 14.1 14.3 14.4 16.3
Grupo Lala - S.A. de C.V. 8.7 8.8 9.0 9.1 10.3
Grupo Bimbo - S.A.B. de C.V. 6.5 6.7 6.8 6.9 7.8
McCormick 7.1 7.5 7.7 8.1 n/a
Sigma Alimentos - SA de C.V. 5.8 5.8 5.7 5.7 6.3
Private Label 0.7 0.7 0.8 0.8 0.6
Others 21.1 15.1 12.7 12.1 12.1
Top 'food minus' drinks 87.1 85.3 84.9 84.4 N/A
Coca-Cola 36.1 34.7 36.6 43.5 N/A
Grupo Jumex - SA de C.V. 19.7 21.0 21.4 18.5 N/A
PepsiCo 14.9 15.1 13.9 11.4 N/A
Mondelez International Incorporation 11.6 9.7 8.2 6.8 N/A
Dr. Pepper Snapple Group 2.9 3.1 3.1 2.7 N/A
Others 1.9 1.8 1.7 1.5 N/A

Source: GlobalData Intelligence, 2019

N/A: Not Available

Product launch analysis: food minus

According to Mintel, there were approximately 6,484 new products launched (including new variety/range extension, packaging, formulation or relaunched), within Mexico between 2014 and 2018. These products contained food minus attribute claims (diet/light, low/no/reduced: calorie, fat, glycemic, saturated fat, sodium, transfat, or low/reduced sugar). During this same period, there were 1,165 food minus-related drink products launched.

'Food minus' related product launches in Mexico, historical by product item count (2014-2018)
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2014 2015 2016 2017 2018 Total Sample
Food 1,032 1,120 1,176 1,025 996 5,319
Drinks 286 183 226 248 223 1,165

Total item count: 6,484

Source: Mintel, 2019

According to new product launches in Mexico (2014 to 2018), top sub-categories (brands) within the 'food minus' food category were snacks (Sabritas), dairy (Sello Rojo), bakery (Bimbo), processed fish, meat and egg products (Zwanenberg Oss Zwan Premium) and sauces and seasonings (McCormick).

Top brands of 'food minus' food product launches in Mexico, displaying number of products top sub-categories (2014 - 2018)
Top 10 - food minus sub-category Top brands launched (product item count) Number of products in sub-category
Snacks Sabritas (52). Terrafertil Nature's Heart (17), H-E-B (16), Kellogg's Special K (10), Member's Mark (10), Charras (7), Hill Country Fare (6) 1,214
Dairy Sello Rojo (47), Alpura (46), Great Value (34), Lala Light (33), Hershey's (32), H-E-B (30), Lala (30), Yomi Lala (30), Santa Clara (28), Lala Deslactosada (21) 1,158
Bakery Bimbo (40), Great Value (18), Charras (18), Don't Worry (16), Daylish (15), Oxxo Bitz (12), Hill Country Fare (10), Granvita (9), H-E-B (6) 1,066
Processed fish, meat and egg products Zwanenberg Oss Zwan Premium (23), Kirkland Signature (13), H-E-B (9), Great Value (5), Hill Country Fare (4), Member's Mark (3) 340
Sauces and seasonings McCormick (17), Great Value (6), Hill Country Fare (5), Valley Foods (5), Enature (3), Kirkland Signature (2) 335
Desserts and ice cream Nutrisa (34), D'Gari Light (23), Valley Foods (9), Hill Country Fare (4), Hershey's (2), Lala (1), Member's Mark (1), 248
Breakfast cereals Kellogg's Special K (25), Granvita (9), Oxxo Bitz (2), H-E-B (1) 232
Sweet spreads Enature (8), McCormick (6), Great Value (5), Terrafertil Nature's Heart (2) 140
Side dishes Hill Country Fare (5), Terrafertil Nature's Heart (3), Great Value (2), Enature (1) 130
Sweeteners and sugar Great Value (3), Valley Foods (3), Enature (2), H-E-B (1), Member's Mark (1) 105
Total sample size 5,319
Source: Mintel, 2019

More recently, over the last year and a half, among a sample size of 307 new products (January 2018 to July 2019), top brands launched within the food minus drink category were Coca-Cola Sin Azúcar, Coca-Cola, V8 Splash, 7 UP, and Coca-Cola Light.

Top brands of 'food minus' drink products launched in Mexico by product item count (January 2018 to July 2019)
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  • Coca-Cola Sin Azúcar: 11
  • Coca-Cola: 10
  • V8 Splash: 8
  • 7UP: 7
  • Coca-Cola Light: 7
  • Nestlé Agüitas: 6
  • Níkte: 5
  • Miller Lite: 5
  • Tecate Light: 5
  • "ON Optimum Nutrition Gold Standard 100% Whey": 5

Total item count: 306

Source: Mintel, 2019

Popular claims associated with 'food minus' food and beverage new product launches over the last five-year period were low/no/reduced fat or transfat, Kosher, low/no/reduced calorie or allergen.

Popular claims for "food minus" related - food and beverage product launches, historical by product item count (2014-2018)
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  • Vitamin/mineral fortified: 1,231
  • No additives/preservatives: 1,344
  • Low/no/reduced allergen: 1,461
  • Low/no/reduced calorie: 1,566
  • Low/no/reduced transfat: 1,845
  • Kosher: 1,875
  • Low/no/reduced fat: 2,286

Total item count: 6,484

Source: Mintel, 2019

Product examples

Dulce de Leche Flavored Meringue Cookies
Source: Mintel 2019
Company Daylish
Brand Daylish Merenlight
Sub-category Bakery/sweet biscuits/cookies
Country Manufactured in Mexico, not imported
Related claims No additives/preservatives, all natural product, low/no/reduced: cholesterol, calorie, fat, sodium, and allergen, gluten free, dairy free, diet/light
Launch type New packaging
Date published July 2019
Price in US dollars 3.10

Daylish Merenlight Merengues Sabor Cajeta (Dulce de Leche Flavored Meringue Cookies) have been repackaged with an updated design. These kosher certified cookies are low in calories, featuring 3kcal per unit, said to be both gourmet and artisan, and 100% natural. They are free from gluten, preservatives, colors, cholesterol, dairy, fats, and sodium.

Banana Chia Latte Drink Mix
Source: Mintel 2019
Company Burchers
Brand Vechelé
Sub-category Other beverages/beverage mixes
Country Manufactured in Mexico, not imported
Related claims Low/no/reduced: calorie, sodium, allergen, and lactose, antioxidant, high/added protein
Launch type New product
Date published March 2019
Price in US dollars 7.28

This product is enriched with proteins, contains less than 65 kcal per portion, is naturally sweetened with monk fruit, is low in sodium, and contains banana and chia, which provides a source of omegas. It is a source of natural minerals such as potassium, calcium and iron, features antioxidants properties, is free from lactose, can be prepared hot or cold.

Free from packaged food and beverage category

While free from examples include fat-free/extra lean or salt/sodium-free or no added ('unhealthy') ingredients. Free from beverages include carbonates, energy and sport drinks, fruit powders, nectars and squash/syrups that have no calories, no added sugar, or are sugar free products.

Market sizes: Free from

The free from market in Mexico had a retail sales value at US$2.7 billion in 2018. In 2018, the largest sector food category was bakery and cereal products with cholesterol/sugar free attributes. The free from drinks category historically declined in growth at a CAGR of −15.7% from 2015 to 2018, partly due to a decline in the free from fruit powders sub-category. Regardless, all free from sector categories are expected to have moderate compound growth rates during the 2019 to 2022 period.

Market sizes in Mexico of 'free from' packaged products (historical and forecast) retail value sales in fixed 2018 prices, US$ millions
Sector category (product attribute segment) 2015 2018 CAGR* % 2015-2018 2019 2022 CAGR* % 2019-2022
Bakery and cereals (cholesterol/sugar free) 1,180.2 1,378.7 5.3 1,439.0 1,634.5 4.3
Confectionery (fat/sugar free, no added sugar) 479.7 544.4 4.3 557.8 638.1 4.6
Dairy and soy food (fat/sugar free, no added sodium/salt free) 279.4 332.7 6.0 347.8 389.1 3.8
Oils and fats (cholesterol free) 20.9 22.6 2.6 23.2 24.7 2.2
Savory snacks (cholesterol free, no added sodium or salt) 137.6 163.4 5.9 170.5 192.6 4.1
Seasonings, dressings and sauces (fat-free, no calories) 0.2 0.3 5.6 0.3 0.3 4.8
Syrups and spreads (sugar free) 106.0 130.7 7.2 137.3 166.5 6.6
Drinks (no calories, no added sugar, sugar free) 163.3 97.7 −15.7 104.5 122.8 5.5
Total free from food and beverage 2,367.3 2,670.6 4.1 2,780.4 3,168.6 4.5

Top company retail shares: Free from

Artisanal producers continue to lead within the free from H&W packaged food category sector with 28.7% in 2018. Other companies with the highest retail sales value of 'free from' products include Mondelez International Inc., Grupo Bimbo - S.A.B de C.V., and Interdeli - S.A. de C.V. Coca-Cola has continued to hold the highest company share up until 2016 (64.0%) within the free from drink category, however, PepsiCo performed better in 2017 at a 51.5% share over Coca-Cola at 28.9%. In 2017, Mondelez International Inc. (15.4%) and Monster Beverage Corporation (3.3%) also performed well within the free from drink category.

Top company shares for 'free from' packaged food and beverage products in Mexico, retail value sales using 2018 fixed prices, % breakdown (historical)
Company name 2014 2015 2016 2017 2018
Top 'free from' packaged food 81.8 81.3 81.0 80.7 80.1
Artisanal Producers 27.2 27.0 26.9 26.7 28.7
Mondelez International Incorporation 14.3 14.2 14.1 14.3 15.2
Grupo Bimbo - S.A.B. de C.V. 8.7 8.7 8.7 8.7 7.9
Interdeli - S.A. de C.V. 6.3 6.3 6.4 6.4 7.0
PepsiCo 6.6 6.5 6.6 6.7 2.7
Galletas Gullón - S.A. 3.3 3.4 3.5 3.6 3.9
Private Label 0.9 0.9 0.9 1.0 0.9
Others 14.5 14.3 13.9 13.4 13.8
Top 'free from' drinks 100.0 100.0 100.0 99.8 N/A
Coca-Cola 60.7 63.3 64.0 28.9 N/A
PepsiCo 29.0 27.7 26.1 51.5 N/A
Mondelez International Incorporation 9.8 8.6 8.3 15.4 N/A
Monster Beverage Corporation 0.0 0.0 1.3 3.3 N/A
Proalmex 0.4 0.4 0.3 0.8 N/A

Source: GlobalData Intelligence, 2019

N/A: Not Available

Product launch analysis: Free from

According to Mintel, there were approximately 3,520 new products launched (including new variety/range extension, packaging, formulation or relaunched), within Mexico between 2014 and 2018. These products contained 'free from' (caffeine, dairy, hormone free) or 'food minus' attribute claims (sugar free, no added sugar, low/no/reduced: carb, cholesterol, not pasteurised). During this same period, there were 702 free from-related drink products launched.

'Free from' related product launches in Mexico, historical by product item count (2014-2018)
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2014 2015 2016 2017 2018 Total Sample
Food 513 516 573 599 617 2,818
Drinks 159 137 145 147 114 702

Total item count: 3,520

Source: Mintel, 2019

According to new product launches in Mexico (2014 to 2018), top sub-categories (brands) within the 'free from' food category were dairy (Lala), snacks (7-Select), bakery (Charras), processed fish, meat and egg products (Tyson) and breakfast cereals (Kellogg's Special K).

Top brands of 'free from' food product launches in Mexico, displaying number of products in top sub-categories (2014 - 2018)
Top 10 - free from sub-category Top brands launched (product item count) Number of products in sub-category
Dairy Lala (29),Lala 100 (21), H-E-B Organics (20), Silk (18), Ades (18), Lala Light (16), Lala Deslactosada (15), Nestlé Coffee-Mate (14) Kirkland Signature (12) 630
Snacks 7-Select (19), Terrafertil Nature's Heart (12), H-E-B (8), Member's Mark (9), Charras (7), Nopalia (7), Don't Worry (5) 553
Bakery Charras (19), Sweetwell (19), Don't Worry (15), Voortman (15), Nopalia (7), D'meals (6), H-E-B Select (3) 508
Processed fish, meat and egg products Tyson (34), Pilgrim's (26), Bachoco (14), H-E-B (6), Kirkland Signature (2) 235
Breakfast cereals Kellogg's Special K (18) Kellogg's Zucaritas (18), Kellogg's Choco Krispis (16), H-E-B (2), H-E-B Organics (1) 183
Sauces and seasonings Enature (7), Tasty Dbs (2), Kirkland Signature (1) 176
Sugar and gum confectionery Trident (15), Tasty Dbs (2), H-E-B (1) 116
Desserts and ice cream H-E-B Select Ingredients Creamy Creations (15), Kirkland Signature (1), Tasty Dbs (1) 93
Sweet spreads Tasty Dbs (8), Enature (2) 86
Chocolate confectionery D'meals (9), Sweetwell (2), Tasty Dbs (1) 69
Total sample size 2,818
Source: Mintel, 2019

More recently, over the last year and a half, among 178 new products (January 2018 to July 2019), top brands launched within the 'free from' drink category were Coca-Cola Sin Azúcar, Yogi, Celestial Seasonings, FL24, and Tang.

Top brands of 'free from' drink products launched in Mexico by product item count (January 2018 to July 2019)
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  • Coca-Cola Sin Azúcar: 11
  • Yogi: 9
  • Celestial Seasonings: 5
  • FL24: 4
  • Tang: 4
  • Lifestyle Awareness: 4
  • Twinings Infuso: 4
  • Birdman Falcon: 3
  • Monster Energy: 3
  • NXT Protein: 3

Total item count: 178

Source: Mintel, 2019

Popular claims associated with 'free from' food and beverage new product launches over the last five-year period were low/no/reduced cholesterol, Kosher, low/no/reduced allergen, sugar or gluten free.

Popular claims for "free from" related food and beverage product launches, historical by product item count (2014-2018)
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  • Low/no/reduced fat: 710
  • No additives/preservatives: 944
  • Gluten free: 951
  • Sugar free: 958
  • Low/no/reduced allergen: 1,214
  • Kosher: 1,295
  • Low/no/reduced cholesterol: 1,558

Source: Mintel, 2019

Total item count: 3,520

Product examples

Edible Pure Soy Oil
Source: Mintel 2019
Company Ragasa Industrias
Brand Nutrioli DHA
Sub-category Sauces and seasonings/oils
Country Manufactured in Mexico, not imported
Related claims Low/no/reduced: cholesterol and transfat, Kosher, functional – brain and nervous system, maternal
Launch type New packaging
Date published July 2019
Price in US dollars 1.54

This product has been repackaged in a limited edition 850 millilitres (ml) pack including a free pencil case. The kosher product contains 0 grams of trans fat and cholesterol, and provides DHA, which can promote brain development in babies during pregnancy and breastfeeding. It can also help create strong neurons and help mental development and learning whilst maintaining a normal brain function in adults.

Orange Vanilla Flavored Calorie-Free Cola Soft Drink
Source: Mintel 2019
Company The Coca-Cola Company
Brand Coca-Cola Zero Sugar
Sub-category Carbonated soft drinks
Country Manufactured in the United States
Related claims Low/no/reduced calorie, sugar free
Launch type New variety/range extension
Date published July 2019
Price in US dollars 0.98

Coca-Cola Zero Sugar Refresco Sin Calorías Sabor Naranja Vainilla (Orange Vanilla Flavored Calorie-Free Cola Soft Drink) is now available. It contains other natural flavors and retails in a 355ml recyclable pack.

Food intolerance packaged food and beverage category

Food intolerance (FI) products included gluten-free, lactose-free and other FI category segments. There were no reported FI-related products available within the beverage category.

Market sizes: Food intolerance

The FI sector category had a fairly small market footprint within Mexico, with packaged food retail sales of US$169.9 million in 2018. Nevertheless, all categories reported growth from 2015-2018, especially within the gluten-free savory snacks sector category at a CAGR of 9.2%. All categories including lactose-free dairy and soy food, and gluten-free pasta and noodles, savory snacks, and seasonings, dressings and sauces, are expected to continue to moderately grow by an overall CAGR of 2.9% from 2019-2022.

Market sizes in Mexico for food intolerance packaged products, historical and forecast retail value sales in fixed 2018 prices, US$ millions
Sector category (product attribute segment) 2015 2018 CAGR* % 2015-2018 2019 2022 CAGR* % 2019-2022
Dairy and soy food (lactose-free) 140.5 155.9 3.5 160.0 172.6 2.6
Pasta and noodles (gluten-free) 1.5 1.8 6.6 1.9 2.2 5.4
Savory snacks (gluten-free) 9.3 12.1 9.2 13.0 15.5 6.2
Seasonings, dressings and sauces (gluten-free) 0.0 0.1 4.3 0.1 0.1 3.8
Total food intolerance packaged food 151.3 169.9 3.9 175.0 190.4 2.9

Source: GlobalData Intelligence, 2019

*CAGR: Compound Annual Growth Rate

Top company retail shares: Food intolerance

In Mexico, Ganaderos Productores de Leche Pura - SA de C.V. (9.0%), The Hershey Co. (8.4%) and Nestlé SA (5.2%) were the leaders in the FI packaged food H&W sector category in 2018. 'Other companies' held a large retail sale share of 36.1%.

The WhiteWave Foods Company and Unilever seem to have dropped out of the FI food category with a reported share of 0% in 2018, whereby these two companies had previously held the 2nd and 3rd largest market share in 2017. WhiteWave Foods is now part of a new organization - Danone North America, which is currently focusing on offering a wider choice of 'better-for-you' alternative claims. Unilever offers online food solution advice to promote and raise awareness on fully understanding the conditions affecting food allergies or intolerance. For more information, visit the Unilever Food Solutions: Food allergy vs intolerance page.

Top company shares for food intolerance packaged food and beverage products in Mexico, retail value sales using 2018 fixed prices, % breakdown (historical)
Company name 2014 2015 2016 2017 2018
Top food intolerance packaged food 90.1 89.9 89.6 89.1 59.0
The WhiteWave Foods Company 18.9 18.8 18.6 18.3 0.0
Unilever 15.5 15.5 15.5 15.5 0.0
Ganaderos Productores de Leche Pura - SA de C.V. 9.0 9.0 8.7 8.6 9.0
The Hershey Company 8.0 7.9 7.9 7.8 8.4
Nestle SA 4.6 4.6 4.7 4.8 5.2
Private Label 0.9 0.9 0.9 0.9 0.3
Others 33.2 33.2 33.3 33.2 36.1
Total food intolerance drinks 0.0 0.0 0.0 0.0 0.0

Source: GlobalData Intelligence, 2019

Product launch analysis: Food intolerance

According to Mintel, there were approximately 3,592 new products launched (including new variety/range extension, packaging, formulation or relaunched), within Mexico between 2014 and 2018. These products contained 'suitable for' claims such as gluten free and low/no/reduced lactose. During this same period there were 454 food intolerance related drink products launched.

'Food intolerance' related product launches in Mexico, historical by product item count (2014-2018)
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2014 2015 2016 2017 2018 Total Sample
Food 473 584 647 703 731 3,138
Drinks 62 75 71 96 150 454

Total item count: 3,592

Source: Mintel, 2019

According to new product launches in Mexico (2014 to 2018), top sub-categories (brands) within the FI food category were snacks (Terrafertil Nature's Heart), dairy (Alpura), bakery (Schär), processed fish, meat and egg products (Peñaranda) and sauces and seasonings (Badia).

Top brands of 'food intolerance' product launches in Mexico, displaying number of products in top sub-categories (2014 - 2018)
Top 10 - food intolerance sub-category Top brands launched (product item count) Number of products in sub-category
Snacks Terrafertil Nature's Heart (20), Nutri Well (16), Kalipai Snacks and Bites (13), Kirkland Signature (8), Charras (4), Aires de Campo (4), Santiveri (2) 790
Dairy Alpura (47), Silk (26), Great Value (22), Lala 100 (21), Lala Deslactosada (21), Yomi Lala (20), Ades (18), Sello Rojo (17), Nestlé Coffee-Mate (14), Pacific (12) 745
Bakery Schär(19), Charras (18), Sweetwell (17) Bob's Red Mill (13), Great Value (4), Santiveri (4), H-E-B (3), Tía Ofilia (3), Aires de Campo (2), Badia (1) 399
Processed fish, meat and egg products Peñaranda (17), San Rafael Delicatessen Balance (11), Kirkland Signature (9), Chata (9), H-E-B (7) 282
Sauces and seasonings Badia (30), Acierto (12), H-E-B Organics (6), H-E-B (4), Aires de Campo (2), Tía Ofilia (2), Kirkland Signature (1), Santiveri (1) 211
Side dishes Chata (7), Terrafertil Nature's Heart (5), Aires de Campo (3), Great Value (1), Tía Ofilia (1) 173
Sweet spreads Santiveri (10), Tía Ofilia (8), Aires de Campo (3), Terrafertil Nature's Heart (2), H-E-B Organics (1) 113
Breakfast cereals Bob's Red Mill (8), Aires de Campo (2), Tía Ofilia (1) 96
Sugar and gum confectionery H-E-B (2) 94
Baby food None within top 30 brand list 56
Total sample size 3,138
Source: Mintel, 2019

More recently, over the last year and a half, among 211 new products (January 2018 to July 2019), top brands launched within the FI drink category were Abbott Ensure, Birdman Falcon, Stash Organics, ON Optimum Nutrition Gold Standard 100% Whey, and Celestial Seasonings.

Top brands of 'food intolerance' drink products launched in Mexico by product item count (January 2018 to July 2019)
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  • Abbott Ensure: 9
  • Birdman Falcon: 6
  • Stash Organics: 5
  • ON Optimum Nutrition Gold Standard 100% Whey: 5
  • Celestial Seasonings: 5
  • Nestlé Health Science Boost: 5
  • Lifestyle Awareness: 4
  • Abbott Ensure Clinical: 4
  • Holy Kombucha: 4
  • FL24: 4

Total item count: 211

Source: Mintel, 2019

Popular claims associated with 'food intolerance' food and beverage new product launches over the last five-year period were low/no/reduced allergen, gluten free, Kosher, no additives/preservatives, low/no/reduced lactose, and also 'all natural product.'

Popular claims for "food intolerance" related - food and beverage product launches, historical product item count (2014-2018)
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  • Low/no/reduced allergen: 3,586
  • Gluten free: 3,080
  • Kosher: 1,519
  • No additives/preservatives: 1,157
  • Low/no/reduced lactose: 880
  • GMO free: 799
  • Low/no/reduced fat: 653
  • All natural product: 607

Total item count: 3,592

Source: Mintel, 2019

Product examples

Bread with Yogurt and Nuts
Source: Mintel 2019
Company Comercial City Fresko
Brand Golden Hills
Sub-category Bakery/bread and bread products
Country Manufactured in Mexico
Related claims All natural product, low/no/reduced Allergen, dairy free
Launch type New variety/range extension
Date published July 2019
Price in US dollars 2.62

Golden Hills Pan de Yoghurt y Nuez (Bread with Yogurt and Nuts) is 100% natural product that is free from egg and milk, and retails in a 500g pack.

Lactose-Free Milk with Vegetable Fat
Source: Mintel 2019
Company Wal-Mart
Brand Aurrera
Sub-category Dairy/white milk
Country Manufactured in Mexico, not imported
Related claims Low/no/reduced lactose, vitamin/mineral fortified, low/no/reduced allergen
Launch type New packaging
Date published April 2019
Price in US dollars 0.67

This ultra-pasteurized product has been repackaged with an updated design and is enriched with vitamins A and D, does not require refrigeration unless opened, and features a 50% milk content. It retails in a recyclable 1L pack featuring a new cap that can be opened in just one step.

Organic packaged food and beverage category

Organic products are often associated with 'free-from' or 'all natural' attribute claims, including fat-free/extra lean or salt/sodium-free or 'no added' ingredients that are known to be considered as being unhealthy. Beverages within the organic category only include juice types that usually consist of all natural ingredients. Opportunity exists in Mexico to develop claims such as organic, and interest in natural products is high across all sectors, making it an important consideration for new product development.

Market sizes: Organic

Nestlé launched its first organic range on the Brazilian market in early 2018. The cereals range marks the development of a largely unestablished organic market in the country.Footnote 4 Although, Mexico is a significant producer of organic produce for exports, demand and domestic consumer confidence of the overall benefits in organics, remain low due to their higher prices and limited availability. In 2018, retail sales reached US$57.3 million, with 66.5% of sales from within the organic dairy and soy food category. However, this category showed a significant growth decline at a CAGR of −17.8% between 2015 and 2018. During this period, there has been a significant growth increase within the organic beverage category at a CAGR of 47.9% and is expected to continue to increase at a CAGR of 14.4% (2019-2022).

Market sizes in Mexico of organic packaged products, historical and forecast retail value sales in fixed 2018 prices, US$ millions
Sector category (product attribute segment) 2015 2018 CAGR* % 2015-2018 2019 2022 CAGR* % 2019-2022
Dairy and soy food (fat-free, all natural) 68.5 38.1 −17.8 39.6 43.6 3.3
Pasta and noodles (other functional and fortified) 10.1 12.1 6.3 12.8 15.0 5.2
Savory snacks (cholesterol free, other naturally healthy) 2.6 3.0 4.3 3.1 3.3 2.8
Seasonings, dressings and sauces (other naturally healthy) 0.1 0.1 5.4 0.1 0.1 3.5
Beverages (all natural) 1.3 4.1 47.9 4.8 7.1 14.4
Total organic food and beverage 82.5 57.3 −11.4 60.3 69.1 4.6

Source: GlobalData Intelligence, 2019

*CAGR: Compound Annual Growth Rate

Top company retail shares: Organic

In Mexico, Grupo Industrial Cuadritos Biotek at an organic packaged food retail sales share of 53.4%, Unifood International (S) Pte. Ltd. (14.1%), and Saber y Sabor (6.4%) were the brand leaders in the organic packaged food H&W sector category in 2018. Italpasta Ltd. and George E. DeLallo Co. Inc. seem to have no reported share in 2018. Private labels within the organic packaged food category hold one of the largest company share percentages over the other H&W sector categories at 1.4% in 2018. According to a private label market report in Mexico (pg. 34), Soriana has a project for the development of organic, wine and liquor private label programmes. The company's goal is to see double digit growth in this segment, whereby private label products currently represent less than 4% of sales.

Envasadora Aguida and Acapucoco were the only companies within the Mexican organic drink category at 100% share in 2017.

Top company shares for organic packaged food and beverage products in Mexico, retail value sales using 2018 fixed prices, % breakdown (historical)
Company name 2014 2015 2016 2017 2018
Top organic packaged food 93.5 93.3 93.2 93.1 95.2
Grupo Industrial Cuadritos Biotek 44.4 44.8 44.4 43.7 53.4
Unifood International (S) Pte. Ltd. 11.6 11.8 11.7 11.6 14.1
Italpasta Ltd. 7.2 7.4 7.6 7.8 N/A
Saber y Sabor 4.8 4.9 5.0 5.1 6.4
George E. DeLallo Company Incorporation 5.1 5.3 5.4 5.6 N/A
Private Label 1.8 1.8 1.8 1.8 1.4
Others 18.5 17.2 17.3 17.4 19.9
Top organic drinks 100.0 100.0 100.0 100.0 N/A
Envasadora Aguida 100.0 100.0 48.1 43.8 N/A
Acapulcoco 0.0 0.0 51.9 56.2 N/A

Source: GlobalData Intelligence, 2019

N/A: Not Available

Product launch analysis: Organics

According to Mintel, there were approximately 1,575 new organic products launched (including new variety/range extension, packaging, formulation or relaunched), within Mexico between 2014 and 2018. During this same period, there were 382 organic drink products launched.

Organic product launches in Mexico, historical by product item count (2014-2018)
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2014 2015 2016 2017 2018 Total Sample
Food 219 246 234 244 250 1,193
Drinks 70 83 52 76 101 382

Total item count: 1,575

Source: Mintel, 2019

According to new product launches in Mexico (2014 to 2018), top sub-categories (brands) within the organic food category were snacks (Nopalia), bakery (Tega Trusnack), dairy (H-E-B Organics), sauces and seasonings (H-E-B Organics) and sweet spreads (Aires de Campo).

Top brands of organic food product launches in Mexico, displaying number of products in top sub-categories (2014 - 2018)
Top 10 - organic sub-category Top brands launched (product item count) Number of products in sub-category
Snacks Nopalia (8), Luke's Organic (8), H-E-B Organics (7), Aires de Campo (7), Better Snack Org (7), Kirkland Signature (4), Orgánicos Monterrey (4), H-E-B Central Market Organics (4), Earth Co. (4), Eat Natural Lima Limón (3), Priméal (1) 202
Bakery Tega Trusnack (9), Nopalia (7), Aires de Campo (6), Santiveri Bio (6), Bob's Red Mill (6), Tía Ofilia (3), Priméal (3), Biolicious (3), H-E-B Central Market (2) 155
Dairy H-E-B Organics (20), Bové (17), Pacific (8), Güd (8), So Delicious Dairy Free (8), Enature (5), Kirkland Signature (3), H-E-B Central Organics (1) 155
Sauces and seasonings H-E-B Organics (11), Enature (11), Aires de Campo (5), Full Circle Organic (5), Kirkland Signature (3), Orgánicos Monterrey (3), Biolicious (3) 150
Sweet spreads Aires de Campo (15), Enature (9), Mielcom (8), Campo Dely Agave Sweet (7), H-E-B Organics (5), Tía Ofilia (5), Kirkland Signature (3) 119
Side dishes Castagno Orgánico (9), H-E-B Organics (7), Priméal (4), Aires de Campo (3), Enature (2), Full Circle (2), H-E-B Central Market Organics (2) 86
Breakfast cereals H-E-B Organics (4), Full Circle Organic (4), Santiveri Bio (4), Eat Natural Lima Limón (4), Aires de Campo (3), Bob's Red Mill (2), Tía Ofilia (1), Priméal (1) 83
Baby food Gerber Orgánico (9) 64
Fruit and vegetables Full Circle Organic (3), H-E-B Organics (2), Kirkland Signature (2), H-E-B Central Market Organics (2), H-E-B Central Market (1), Campo Vivo (1) 62
Sweeteners and sugar Enature (3), Orgánicos Monterrey (2), Stevien (2), Earth Co. (2), Aires de Campo (1) 30
Total sample size >1,193
Source: Mintel, 2019

More recently, over the last year and a half, among 140 new products (January 2018 to July 2019), top brands launched within the organic juice category were Birdman Falcon, Yogi, Pukka, Nescafé Dolce Gusto, Stash Organics, and Aires de Campo.

Top brands of 'organic' drink products launched in Mexico by product item count (January 2018 to July 2019)
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  • Birdman Falcon: 11
  • Yogi: 10
  • Pukka: 6
  • Nescafé Dolce Gusto: 5
  • Stash Organics: 5
  • Aires de Campo: 4
  • Holy Kombucha: 4
  • Acapulcoco: 4
  • Campo Vivo: 4
  • H-E-B Central Market: 4

Total item count: 140

Source: Mintel, 2019

Popular claims associated with organic food and beverage new product launches over the last five-year period were Kosher, GMO free, low/no/reduced allergen, gluten free, in addition to, vegan/no animal ingredients, all natural product, ethical - toxins free and wholegrain claims.

Popular claims for 'organic' food and beverage product launches, historical by product item count, 2014-2018
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  • Organic: 1,575
  • Kosher: 717
  • GMO free: 582
  • Low/no/reduced allergen: 581
  • Gluten free: 543
  • No additives/preservatives: 429
  • Vegan/no animal ingredients: 305
  • All natural product: 219
  • Ethical - toxins free: 185
  • Wholegrain: 174

Total item count: 1,575

Source: Mintel, 2019

Product examples

Goji Berry, Quinoa, Almonds, Sunflower and Pumpkin Seeds Dark Chocolate Pieces
Source: Mintel 2019
Company Supermercados Internacionales H-E-B
Brand H-E-B Organics
Sub-category Chocolate confectionery
Country Manufactured in Peru
Related claims Organic, GMO free
Launch type New product
Date published May 2019
Price in US dollars 4.70

H-E-B Organics Chocolate Amargo en Trozos con Bayas de Goji, Quinoa, Almendras y Semillas de Calabaza (Goji Berry, Quinoa, Almonds, Sunflower and Pumpkin Seeds Dark Chocolate Pieces) are made with ingredients grown using only organic compliant materials according to sustainable soil management methods. This GMO-free product retails in a 119g pack featuring the USDA Organic logo.

Green Detox
Source: Mintel 2019
Company Lácteos Ticoy
Brand Holistik by Elixir
Sub-category Other beverages/meal replacement drink
Country Mexico, sold in Sam's club store
Related claims Low/no/reduced lactose, vitamin/mineral fortified, low/no/reduced allergen
Launch type New variety/range
Date published September 2018
Price in US dollars 4.85

Holistik by Elixir Green Detox is a refreshing and delicious cucumber, apple, linseed, squash and kale juice that is said to be the perfect supplement to keep the consumer healthy, light and young thanks to its antioxidant properties. The product is all natural, vegan, and makes five juices. This shake and go product comprises organic agave syrup, antioxidants, vitamin E and Omega 3.

For more information

International Trade Commissioners can provide Canadian industry with on-the-ground expertise regarding market potential, current conditions and local business contacts, and are an excellent point of contact for export advice.

For additional intelligence on this and other markets, the complete library of Global Analysis reports can be found on the International agri-food market intelligence page, arranged by region.

Resources

Sector Trend Analysis – Health and Wellness – Packaged food and beverage trends in Mexico
Global Analysis Report

Prepared by: Erin-Ann Chauvin, International Market Analyst

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