Sauces, Dressings and Condiments in Mexico

PROSPECTS

Pickled products to remain in demand due to the popularity of pickled chilies

Mexican dishes are varied, and locals are used to differentiating between types of food and preferred mixes of flavours. Chili sauces and pickled products, which are usually chili or mixes of chili with vegetables, are an essential part of Mexican food.

Private label expected to gain share with expanded product portfolios

Private label held a relatively modest combined share of sauces, dressings and condiments in 2019, although this is anticipated to gain relevance over the forecast period as retailers enter more categories and expand their product portfolios. Private label ranges such as Great Value, Extra Special, Golden Hills and Ke Precio have presences in pasta sauces, salad dressings, soy sauce, mustard and ketchup, amongst others, although these are likely to be expanded as retailers seek to expand their shares over the forecast period and give their private label ranges more prominence upon shelves.

A shift towards healthier products predicted

Over the forecast period, product innovation is likely to be driven by the offer of more sophisticated products addressing consumers’ needs around healthier lifestyles. Fat content, salt content and the amount of sugar and food preservatives are likely to be addressed by some players.

COMPETITIVE LANDSCAPE

A strong focus on pickled products for new launches

Pickled products remained the largest category in sauces, dressing and condiments in 2019 due to the popularity of these products as accompaniments to many local dishes. Companies are keen to expand their presence in the category and launched a number of new products towards the end of the review period.

More sophisticated products appear on shelves

More sophisticated products, such as pickled cactus leaf and pickled sweet garlic, are now available through modern grocery retailers such as Wal-Mart de México and La Comer. Other examples include pickled asparagus, palm hearts, and artichoke hearts.

Herdez launches new products with an innovative marketing campaign

In September 2018, the Herdez brand launched five chili sauces which were the result of a nationwide contest for the most popular chili sauce recipes. The slogan of the marketing campaign is “chili sauces prepared by Mexicans like you”.

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