After a general declining drop in demand towards the end of the review period, retail volume sales of drinking milk products received a boost in 2020 as a result of the home seclusion trend arising from the pandemic-induced lockdown in Mexico, which saw many consumers working and studying remotely while foodservice outlets were forced to close, although some continued to offer takeout services. This resulted in a greater shift in demand for drinking milk products from foodservice towards retail, as Mexicans used these products for both cooking and the preparation of hot and cold beverages.
The smaller category of milk alternatives, driven by other milk alternatives including almond and coconut, is set to see another dynamic performance over 2021. Demand is being supported by health-conscious consumers who are either concerned about sustainability and environmental issues linked to dairy farming, changing consumer lifestyles such as veganism resulting in the search for alternative sources of protein, to Mexicans who suffer from certain food intolerances such as dairy or lactose.
Drinking milk products is likely to remain fairly consolidated amongst the two major players Grupo Lala SAB de CV, and Ganaderos Productores de Leche Pura SA de CV in 2021, although both are set to lose value share over the year to smaller, dynamic players under “others”. Overall leader Grupo Lala is renowned as an innovator, regularly introducing new product types and flavours to maintain consumer interest in its brands.
Retail volume sales of drinking milk products are predicted to continue to decline over the forecast period, as Mexicans gradually return to the workplace or education, and therefore spend longer periods outside of the home. Busier lifestyles also mean that the amount of home cooking which incorporates drinking milk products will be less frequent, resulting in the greater possibility of ordering home delivery or takeaway meals, in addition to takeout of hot or cold drinks in line with strengthening consumer sentiment and a recovery of disposable incomes.
More positive performances in terms of retail demand are predicted for smaller categories including flavoured milk drinks with fruit juice and milk alternatives. The latter will continue to gain ground from soy drinks which is losing some popularity due to concerns over sustainability of production, enabling it to become the favoured format within milk alternatives.
Flavoured milk drinks is likely to expand due to the further growth opportunities that it offers in terms of growth in Mexico. December 2020 saw local brand Santa Clara launch a new product that combines milk with oat and cinnamon flavours, while also being fortified with vitamins A and D.
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Understand the latest market trends and future growth opportunities for the Drinking Milk Products industry in Mexico with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Drinking Milk Products research and analysis database.
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