Naturally Healthy Beverages in Mexico

PROSPECTS

Superfruits trend as producers mix things up

In 2019, manufacturers were relying on innovation to attract consumers. Efforts were mostly observed in NH fruit/vegetable juice and NH RTD tea.

While healthier content attracts, the high price detracts

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

Three steady leaders in a fragmented category

Sales of NH beverages were led by Nestlé in 2019, with Grupo Jumex SA de CV and Grupo Peñafiel SA de CV not far behind. 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 bottled water brand.

Convenient and health-functional, Fuze Tea proves a trendy addition

In 2019, the Fuze Tea brand (Coca-Cola Mexico) led sales of NH RTD green tea with a commanding value share, helping to drive the positive performance of overall NH RTD tea. Fuze Tea claims antioxidants and theanine are its specific attributes, while portraying it as a refreshing beverage.

Players in NH RTD tea rely on green tea to reverse the sugary image

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.

Files are delivered directly into your account within a few minutes of purchase.