Executive Summary
>Cheese is popular amongst Mexicans; nevertheless, it still has important potential for growth, taking into account that total Mexican per capita consumption is only about 6kg per year, whilst the per capita consumption in the top five countries is over 15kg per year. During 2012 it was shown that continuous mass media advertising to create awareness of different ways to consume cheese was successful in increasing sales and penetration.Competitive Landscape
Sigma Alimentos is expected to lead cheese in 2013, with a 16% value share. Its main brands are Noche Buena, targeted towards middle- to high-income consumers, and the El Torito and Chalet brands for lower-income consumers. Sigma Alimentos concentrates its marketing support on the Noche Buena brand, which is distributed in both modern and traditional retailers.
Industry Prospects
Full Report Details at
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Cheese will continue to be an important element of Mexican cuisine, consumed by people of all ages, at different times of the day, for various purposes. Cheese is expected to increase by a CAGR of 3% in constant value terms and by a CAGR of 2% in volume terms over the forecast period.
Drinking Milk Products
Cow's milk in Mexico is a mature category, with the average total per capita consumption in 2013 expected to be 48 litres a year, which is low compared with the main countries for milk consumption, in which consumption is about twice the Mexican level. Nevertheless, cow's milk does not seem to be moving towards higher per capita consumption, showing stable value growth during the review period. Some trade association sources attribute this behaviour to the preference that some consumers are showing for other dairy substitutes, such as yoghurt, mainly in its drinking presentation.Competitive Landscape
In 2012 Grupo Industrial Lala remained the leader in drinking milk products with a value share of 34%, and it is expected to maintain this share and position in 2013; achieved largely through its Lala brand. Ganaderos Productores de Leche Pura is expected to rank second with a 22% share, with its Alpura brand also ranking second. Both companies have strong manufacturing capability, allowing them to constantly innovate. They also operate large distribution networks nationwide. Ranked third is expected to be Nestle Mexico with a 10% value share, mainly achieved through its popular powder milk brand for children, Nido. All three companies have wide product portfolios to meet the increasingly diverse consumer demand.
Industry Prospects
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