Naturally Healthy Beverages in Mexico

PROSPECTS

Innovation in NH beverages drives growth

In 2018 manufacturers were relying on innovation to attract consumers. Efforts were mostly observed in NH fruit/vegetable juice and NH RTD tea.

Adoption of health and wellness trends favour NH beverages sales

Over the review period, consumers’ awareness about the importance of healthy habits increased noticeably, favouring NH beverages. Awareness rose a result of communication campaigns from the government and health institutions, as well as information in newspapers, magazines and social media, about the benefits of products such as green tea.

COMPETITIVE LANDSCAPE

There are three main players in NH beverages

Sales of naturally healthy (NH) beverages were led by Nestlé in 2018, with Grupo Jumex and Grupo Peñafiel not far behing. While Jumex and Del Valle are the leading brands in NH fruit/vegetable juice and offer an interesting variety of flavours, Nestlé’s brand Santa María competes with its NH still natural mineral water brand.

Fuze Tea is relaunched

In 2017, the brand Fuze Tea (Coca-Cola Mexico) launched its NH RTD green tea in a glass bottle together with a mass advertising campaign that highlighted the properties of green tea. Fuze Tea claims antioxidants and theanine are its specific attributes, while portraying it as a refreshing beverage.

Sales of NH RTD tea are boosted by constant advertising

Although the NH RTD tea category suffered over the review period from a deteriorated perception amongst consumers, derived from the high sugar content of these products, companies have made efforts to reposition the category. As a result, NH RTD green tea has been constantly advertised and made available to a wide base of consumers.

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