Juice in Mexico

PROSPECTS

Sales of juice maintain dynamic growth

Volume sales of juice saw growth in 2018, but at a slower rate than in the previous year. 100% juice and nectars registered healthy growth, while juice drinks grew at much slower rate than in 2017.

Growth in coconut water slows down

In 2017, the fashion in the juice category was coconut water, which experienced a positive performance. This attracted an increasing number of competitors to the category, while existing players continued to increase their presence by expanding their product portfolios.

Sales of mixes of fruit and vegetables on the rise

While growth in coconut water slowed in 2018, sales of “green” juice and mixes of fruit and vegetables started to pick up. Del Valle launched Nutri Vegetales in three flavours: beet, carrot and celery, while Jumex introduced Unico Fresco Jugo Verde.

COMPETITIVE LANDSCAPE

Intense competition leads to constant innovation and marketing

There is a high degree of competition in the category, and one effect of this is pressure on prices, which benefits consumers but is a challenge for manufacturers in the category. There is not a significant difference in price between the leading brands and private label.

Pricing is relevant in the category

Juice manufacturers have a good reputation among consumers, and consumers still regard juices as a healthy alternative, in spite of concerns regarding sugar content; however, the prices of 100% juice and nectars are still high for a large segment of consumers, making these categories affordable only for a relatively small segment of consumers with higher purchasing power. The position is different in the case of juice drinks, which are more affordable and include brands that are still perceived by a segment of consumers as juice products, even when the proportion of juice is in some cases very low.

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