Soft Drinks in Mexico
Euromonitor International's Soft Drinks in Mexico market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 175 | Publication date: May 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
A declining economy puts stress on the soft drinks industry
A steep rise in the prices of food in late-2007 and during 2008 resulted in more Mexicans changing their expenditure patterns to more affordable options. This phenomenon affects the amount of money that Mexicans are spending on their soft drinks. It is true that brand loyalty remains relatively strong in some sectors such as carbonates and fruit/vegetable juice where flavour is an important factor. However, in other sectors such as bottled water, Mexicans are trading down to less expensive options regardless of the brand.
Stricter regulations on high calorie drinks to affect consumption
High rates of obesity and diabetes prevailing in Mexico have put the soft drinks industry under the watch of the Mexican government and consumer watch dogs. Increasingly, new government health campaigns are teaching Mexicans about the negative sides of drinking large amounts of high calorie (sugar) drinks such as carbonates, fruit/vegetable juice, flavoured bottled water and concentrates. Companies, aware of this public health issue, are investing in the development of reduced sugar soft drinks and still bottled water.
Health trends influence the market strategies of companies
The largest players are now focusing their efforts on promoting healthy lifestyles incorporating healthy soft drinks. Powerful companies Coca-Cola Export Corp (Coca-Cola de México), Danone de México, Pepsi Bottling Group and Pepsi-Cola Mexicana are changing their marketing tactics to improve sales through a new refreshed image concerned with the health of Mexicans. In contrast, other companies such as Ajemex and Sociedad Cooperativa Trabajadores de Pascual extend their portfolios of low price drinks to fit the shrinking Mexican budgets.
Impulse sales keep the soft drinks industry afloat
Independent small grocers remains the second most important channel for impulse sales in 2008 after direct sales of still bottled water in 2008. However, sales through independent small grocers are losing ground to chained convenience stores that are spreading across the country. In spite of a declining economy, Mexicans are not willing to give up soft drinks while on-the-go, and impulse purchases are an important driver of sales.
Soft drinks to experience slower growth during the forecast period
The soft drinks industry is anticipated to post less dynamic growth over the forecast period resulting from the high maturity levels of carbonates and bottled water. Except for fruit/vegetable juice and concentrates, other sectors such as carbonates will grow at slower rates due to an expected high level of awareness of healthy lifestyles away from high sugar drinks.
Table of contents
SOFT DRINKS IN MEXICO : MARKET INSIGHT
EXECUTIVE SUMMARY
A declining economy puts stress on the soft drinks industry
Stricter regulations on high calorie drinks to affect consumption
Health trends influence the market strategies of companies
Impulse sales keep the soft drinks industry afloat
Soft drinks to experience slower growth during the forecast period
KEY TRENDS AND DEVELOPMENTS
Declining consumer expenditure affects the consumption of soft drinks
Health trends shape the environment of the soft drinks industry
Stricter regulation takes centre stage in soft drinks
Convenience stores and small independent grocers remain strong channels for sales
Consumer segmentation as a powerful marketing tool
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2003-2008
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2003-2008
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2003-2008
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2003-2008
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2008
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2008
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2008
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2003-2008
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2003-2008
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2003-2008
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2003-2008
Table 13 Company Shares of Soft Drinks (RTD) by Total Volume 2004-2008
Table 14 Brand Shares of Soft Drinks (RTD) by Total Volume 2005-2008
Table 15 Company Shares of On-trade Soft Drinks (RTD) by Volume 2004-2008
Table 16 Brand Shares of On-trade Soft Drinks (RTD) by Volume 2005-2008
Table 17 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2008
Table 18 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2005-2008
Table 19 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2008
Table 20 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2005-2008
Table 21 Company Shares of Off-trade Soft Drinks by Value 2004-2008
Table 22 Brand Shares of Off-trade Soft Drinks by Value 2005-2008
Table 23 Penetration of Private Label (as sold) by Sector by Volume 2003-2008
Table 24 Penetration of Private Label by Sector by Value 2003-2008
Table 25 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2008
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2008-2013
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2008-2013
Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2008-2013
Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2008-2013
Table 30 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008-2013
Table 31 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2008-2013
Table 32 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2008-2013
Table 33 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2008-2013
APPENDIX
Fountain Sales in Mexico
Sector Data
Table 34 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2003-2008
Table 35 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2003-2008
Table 36 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2008
Table 37 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2005-2008
Table 38 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2008
Table 39 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2005-2008
Table 40 Company Shares of Concentrates (RTD) by Off-trade Volume 2004-2008
Table 41 Brand Shares of Concentrates (RTD) by Off-trade Volume 2005-2008
Table 42 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2008-2013
Table 43 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - MEXICO
AJEMEX SA DE CV - SOFT DRINKS - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Ajemex SA de CV: Key Facts
Summary 3 Ajemex SA de CV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Ajemex SA de CV: Competitive Position 2008
COCA-COLA EXPORT CORP (COCA-COLA DE MEXICO) - SOFT DRINKS - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Coca-Cola Export Corp (Coca-Cola de Mexico): Key Facts
Summary 6 Coca-Cola Export Corp (Coca-Cola de México): Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Coca-Cola: Production Statistics (Bottlers) 2007
COMPETITIVE POSITIONING
Summary 8 Coca-Cola Export Corp (Coca-Cola de México): Competitive Position 2008
DANONE DE MéXICO SA DE CV - SOFT DRINKS - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Danone de México SA de CV: Key Facts
Summary 10 Danone de México SA de CV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 Danone de México SA de CV: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 12 Danone de México SA de CV: Competitive Position 2008
FEMSA (FOMENTO ECONOMICO MEXICANO SA DE CV) - SOFT DRINKS - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 13 FEMSA (Fomento Economico Mexicano SA de CV): Key Facts
Summary 14 FEMSA (Fomento Economico Mexicano SA de CV): Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 15 FEMSA (Fomento Economico Mexicano SA de CV): Production Statistics 2007
COMPETITIVE POSITIONING
Summary 16 FEMSA (Fomento Economico Mexicano SA de CV): Competitive Position 2008
GRUPO PEñAFIEL SA DE CV - SOFT DRINKS - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 17 Grupo Peñafiel SA de CV: Key Facts
Summary 18 Grupo Peñafiel SA de CV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 19 Grupo Peñafiel SA de CV: Production Information 2007
COMPETITIVE POSITIONING
Summary 20 Grupo Peñafiel SA de CV: Competitive Position 2008
JUMEX SA DE CV, GRUPO - SOFT DRINKS - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 21 Grupo Jumex SA de CV: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 22 Grupo Jumex SA de CV: Competitive Position 2008
PEPSI BOTTLING GROUP MEXICO SRL, THE - SOFT DRINKS - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 23 The Pepsi Bottling Group Mexico SRL: Key Facts
Summary 24 The Pepsi Bottling Group Mexico SRL: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 25 The Pepsi Bottling Group Mexico SRL: Competitive Position 2008
PEPSI-COLA MEXICANA SA DE CV - SOFT DRINKS - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 26 Pepsi Cola Mexicana SA de CV: Key Facts
Summary 27 Pepsi-Cola Mexicana SA de CV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 28 Pepsi-Cola Mexicana SA de CV: Competitive Position 2008
CARBONATES IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Low Calorie Carbonates by Subsector
Table 45 Off-trade Sales of Carbonates by Subsector: Volume 2003-2008
Table 46 Off-trade Sales of Carbonates by Subsector: Value 2003-2008
Table 47 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2003-2008
Table 48 Off-trade Sales of Carbonates by Subsector: % Value Growth 2003-2008
Table 49 On-trade vs Off-trade Sales of Carbonates: Volume 2003-2008
Table 50 On-trade vs Off-trade Sales of Carbonates: Value 2003-2008
Table 51 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2003-2008
Table 52 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2003-2008
Table 53 Leading Flavours for Cola Carbonates: % Volume Breakdown 2003-2008
Table 54 Leading Flavours for Non-cola Carbonates: % Volume Breakdown 2003-2008
Table 55 Company Shares of Carbonates by Off-trade Volume 2004-2008
Table 56 Brand Shares of Carbonates by Off-trade Volume 2005-2008
Table 57 Company Shares of Carbonates by Off-trade Value 2004-2008
Table 58 Brand Shares of Carbonates by Off-trade Value 2005-2008
Table 59 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2008-2013
Table 60 Forecast Off-trade Sales of Carbonates by Subsector: Value 2008-2013
Table 61 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2008-2013
Table 62 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2008-2013
FRUIT/VEGETABLE JUICE IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2003-2008
Table 64 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2003-2008
Table 65 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2003-2008
Table 66 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2003-2008
Table 67 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2008
Table 68 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2008
Table 69 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2008
Table 70 Leading Flavours for Fruit-flavoured Drinks (No Juice Content): % Volume Breakdown 2003-2008
Table 71 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2008
Table 72 Chilled Vs Ambient Not From Concentrate 100% Juice: % Analysis 2003-2008
Table 73 Chilled Vs Ambient Reconstituted 100% Juice: % Analysis 2003-2008
Table 74 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2008
Table 75 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2005-2008
Table 76 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2008
Table 77 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2005-2008
Table 78 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2008-2013
Table 79 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2008-2013
Table 80 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2008-2013
Table 81 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2008-2013
BOTTLED WATER IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Institutional Bottled Water Sales
Table 82 Sales of Bottled Water to Institutional Channel 2004-2008
Table 83 Off-trade Sales of Bottled Water: Volume 2003-2008
Table 84 Off-trade Sales of Bottled Water: Value 2003-2008
Table 85 Off-trade Sales of Bottled Water: % Volume Growth 2003-2008
Table 86 Off-trade Sales of Bottled Water: % Value Growth 2003-2008
Table 87 Leading Flavours for Functional Bottled Water: % Volume Breakdown 2003-2008
Table 88 Company Shares of Bottled Water by Off-trade Volume 2004-2008
Table 89 Brand Shares of Bottled Water by Off-trade Volume 2005-2008
Table 90 Company Shares of Bottled Water by Off-trade Value 2004-2008
Table 91 Brand Shares of Bottled Water by Off-trade Value 2005-2008
Table 92 Forecast Off-trade Sales of Bottled Water: Volume 2008-2013
Table 93 Forecast Off-trade Sales of Bottled Water: Value 2008-2013
Table 94 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2008-2013
Table 95 Forecast Off-trade Sales of Bottled Water: % Value Growth 2008-2013
FUNCTIONAL DRINKS IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 96 Off-trade Sales of Functional Drinks by Subsector: Volume 2003-2008
Table 97 Off-trade Sales of Functional Drinks by Subsector: Value 2003-2008
Table 98 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2003-2008
Table 99 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2003-2008
Table 100 Leading Flavours for Functional Drinks: % Volume Breakdown 2003-2008
Table 101 Company Shares of Functional Drinks by Off-trade Volume 2004-2008
Table 102 Brand Shares of Functional Drinks by Off-trade Volume 2005-2008
Table 103 Company Shares of Functional Drinks by Off-trade Value 2004-2008
Table 104 Brand Shares of Functional Drinks by Off-trade Value 2005-2008
Table 105 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2008-2013
Table 106 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2008-2013
Table 107 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2008-2013
Table 108 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2008-2013
CONCENTRATES IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Concentrates Conversions
Table 109 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 110 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2003-2008
Table 111 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2003-2008
Table 112 Off-trade Sales of Concentrates by Subsector: Value 2003-2008
Table 113 Off-trade Sales of Concentrates by Subsector: % Value Growth 2003-2008
Table 114 Leading Flavours for Liquid Concentrates: % Volume Breakdown 2003-2008
Table 115 Leading Flavours for Powder Concentrates: % Volume Breakdown 2003-2008
Table 116 Company Shares of Concentrates by Off-trade Value 2004-2008
Table 117 Brand Shares of Concentrates by Off-trade Value 2005-2008
Table 118 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2008-2013
Table 119 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2008-2013
Table 120 Forecast Off-trade Sales of Concentrates by Subsector: Value 2008-2013
Table 121 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2008-2013
RTD TEA IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 122 Off-trade Sales of RTD Tea by Subsector: Volume 2003-2008
Table 123 Off-trade Sales of RTD Tea by Subsector: Value 2003-2008
Table 124 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2003-2008
Table 125 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2003-2008
Table 126 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2008
Table 127 Company Shares of RTD Tea by Off-trade Volume 2004-2008
Table 128 Brand Shares of RTD Tea by Off-trade Volume 2005-2008
Table 129 Company Shares of RTD Tea by Off-trade Value 2004-2008
Table 130 Brand Shares of RTD Tea by Off-trade Value 2005-2008
Table 131 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2008-2013
Table 132 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2008-2013
Table 133 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2008-2013
Table 134 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2008-2013
RTD COFFEE IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 135 Off-trade Sales of RTD Coffee: Volume 2003-2008
Table 136 Off-trade Sales of RTD Coffee: Value 2003-2008
Table 137 Off-trade Sales of RTD Coffee: % Volume Growth 2003-2008
Table 138 Off-trade Sales of RTD Coffee: % Value Growth 2003-2008
Table 139 Company Shares of RTD Coffee by Off-trade Volume 2004-2008
Table 140 Brand Shares of RTD Coffee by Off-trade Volume 2005-2008
Table 141 Leading Flavours for RTD Coffee: % Volume Breakdown 2003-2008
Table 142 Company Shares of RTD Coffee by Off-trade Value 2004-2008
Table 143 Brand Shares of RTD Coffee by Off-trade Value 2005-2008
Table 144 Forecast Off-trade Sales of RTD Coffee: Volume 2008-2013
Table 145 Forecast Off-trade Sales of RTD Coffee: Value 2008-2013
Table 146 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2008-2013
Table 147 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2008-2013