In Mexico, the category consists of flavoured powder drinks and a popular plant-based product known as “atole”. Atole is a corn-based hot drink that dates back to the pre-Hispanic age.
Fortification remains an important attribute of other hot drinks, as they are usually consumed by children. Companies reformulated their products by adding more vitamins and nutrients to gain positioning as a healthy source of energy.
In an effort to expand the consumer base, manufacturers also developed products that appeal to adult consumers. For example, Ibarra Cuidado Diario (Chocolatera de Jalisco SA de CV) offers products with different attributes/benefits, such as digestive health (fibre), low calorie option, partially sweetened with stevia or enriched with omega-3.
In 2018, Mead Johnson Nutricionales de Me´xico (Choco Milk and Cal-C-Tose) and Nestle´ Me´xico (Nesquik, Abuelita and Morelia) dominated flavoured powder drinks. Their brands were popular among children and remained top-of-mind among parents.
In recent years, smaller players such as Chocolatera de Jalisco launched new products. In chocolate-based flavoured powder drinks, the company launched a powder version of Ibarra, which was previously available only in the tablet format, a low calorie version of Choco Choco, and a new flavour mix of chocolate with marshmallows.
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This industry report originates from Passport, our Hot Drinks market research database.