The Baby Food Sector in Mexico, 2018
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"The Baby Food Sector in Mexico, 2018", is an analytical report by GlobalData which provides extensive and highly detailed current and future market trends in the Mexican market.
Despite a fall in the number of births, the market expanded between 2011 and 2017, particularly since 2013 as the economy and the number of births picked up. The highest value growth was achieved by wet meals, followed by milks. Sophisticated products such as pouches and liquid milks have only been launched in the last two or three years. The majority of baby food is produced domestically. Imports of baby milks and cereals are relatively low overall but have risen since 2011. Mexico has become a major baby food exporter. Nestlé continues to dominate, accounting for well over half of all retail sales. It has a virtual monopoly of cereals and drinks and accounts for almost 90% of wet meals, as well as leading in baby milks. Only Heinz challenges the company in wet meals, although it is dwarfed by Nestlé. In baby milks, Nestlé faces competition from Mead Johnson, Aspen, Abbott, Danone, FrieslandCampina, and Ordesa. Large scale outlets dominate the distribution of baby food: in 2017, supermarkets and hypermarkets accounted for almost three-quarters of volume sales. Pharmacies remain significant, due to their role in the supply of baby milks. The decline in the number of births, which is expected to continue beyond 2023, will have a dampening effect on the market, although the relatively buoyant state of the economy, and increased manufacturer competition will counteract this to some extent.
Scope
– The live birth rate has been on a downward path since the late 1990s, and in 2016 and 2017 fell to 2.3 million per year. Nonetheless, at 18.1 per thousand population in 2017, Mexico's crude birth rate remains among the highest in Latin America.
– Imports of baby milks and cereals are relatively low overall (10,256 tons in 2016) but have risen in both volume and value since 2011. The Netherlands accounts for the largest proportion of imports (41% of value in 2016). Mexico has become a major baby food exporter.
– Nestlé continues to dominate, accounting for well over half of all retail sales. It has a virtual monopoly of cereals and drinks and accounts for almost 90% of wet meals, as well as leading in baby milks.
– Nestlé faces competition from Mead Johnson, Aspen, Abbott, Danone, FrieslandCampina, and Ordesa.
– Although the government has a policy of encouraging breastfeeding, it also has a policy of supplying free infant formula to those mothers unable or unwilling to breastfeed for the first six months of a baby's life, which has encouraged the use of baby milks and undermined attempts to promote breastfeeding.
– The market is expected to experience growth during the next six years, amounting to 9.8% in volume and 38% in value, taking retail sales to Mex$21.2 billion by 2023.
Reasons to Buy
– Evaluate important changes in consumer behavior and identify profitable markets and areas for product innovation.
– Analyse current and forecast behavior trends in each category to identify the best opportunities to exploit.
– Detailed understanding of consumption by individual product categories in order to align your sales and marketing efforts with the latest trends in the market.
– Investigates which categories are performing the best and how this is changing market dynamics.
Mead Johnson Nutricionales de México
Aspen Labs SA De CV
Abbott de México SA de CV
FrieslandCampina
Danone de México SA de CV
Heinz México SA de CV (Kraft Heinz)
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