Organic Beverages in Mexico

PROSPECTS

Sustainable sales growth thanks to sustainable practices

There are some consumers who are increasingly health-aware and increasingly knowledgeable about their food and drink, the production processes and the elements involved during those processes, as a result of more information being communicated through documentaries, social media and traditional media. Among the wealthier of these consumers, organic products are becoming more popular.

Category is still niche owing to its high prices

In 2019, a litre of organic fruit/vegetable juice was, on average, several times more expensive than non-organic fruit/vegetable juice, limiting the product to a small number of consumers with higher purchasing power. Over the review period, this restrained the more dynamic growth of organic beverages, which are perceived as luxury products by the vast majority of consumers.

Brands look to stimulate further demand for organic coffee

Brands operating in more premium categories such as coffee pods are launching organic varieties to appeal to a consumer base with greater disposable income and rising interest in beverages with added value. Nescafé, for example, has launched a collection of Dolce Gusto Absolute Origins capsules.

COMPETITIVE LANDSCAPE

Aires de Campo maintains lead thanks to strong distribution and portfolio investment

In 2019, Aires de Campo SA de CV led value sales of organic beverages. This company has been part of the larger firm Grupo Herdez SAB de CV since 2012.

Return of Juan Valdez gives organic coffee a boost

Towards the end of the review period, Juan Valdez returned to Mexico with its premium organic coffee. Juan Valdez was a chain of coffee shops that sold freshly prepared coffee and retailed SKUs through these cafés.

Export drive may hinder local organic beverage sales

The growing demand for organic foods and beverages gained attention globally over the review period. This has boosted the demand for organic offerings in Mexico, making the availability of such products increasingly scarce and therefore generally more expensive.

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