In 2018, FF beverages performed positively in sales terms, which can be explained to a great extent by the affordability of these products when compared with similar alternatives. A good example can be observed in FF fruit/vegetable juice where brands such as Bida (Grupo Jumex SA de CV) and Valle Frut (Del Valle) are offered at MXN11.
Juice drinks, powder concentrates and chocolate-based flavoured powder drinks are mainly consumed by children (and older adults in the case of chocolate-based flavoured powder drinks), and many of these beverages contain added vitamins, thus having a general wellbeing positioning. Parents obviously care about the nutrition their children receive, and the availability of drinks with added vitamins is seen as an opportunity to supplement their nutrition level, which adds to the attractiveness of FF beverages.
FF beverages, like all other packaged food products, are regulated by the Federal Commission for the Protection against Sanitary Risks (COFEPRIS). Products are evaluated in terms of quantity, quality and ingredients, and the validation of associated product claims depends on the commission.
In 2018, sales of FF beverages were led by Coca-Cola Mexico. This company offers a very popular brand in FF juice drinks (up to 24% juice) called Valle Frut, which is fortified with vitamins A and B1.
Over the review period, FF energy drinks performed well in sales terms, driven by growth in the number of affordable versions such as Vive 100, offered by Qualamex. Another lower-priced FF energy drink, launched in 2016, is Volt, offered by Age Group.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Fortified/Functional Beverages industry in Mexico with research from Euromonitor's team of in-country analysts.
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The Fortified/Functional Beverages in Mexico market research report includes:
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