The Baby Food Sector in Mexico, 2018

The Baby Food Sector in Mexico, 2018


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Executive Summary

The Baby Food Sector in Mexico, 2018

 

Summary

 

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. Nestle 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 Nestle. In baby milks, Nestle 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.

- Nestle 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.

- Nestle 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.



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Table of Contents

Introduction

Executive Summary

Definitions

Background to the Market

Birth

The Consumer

Socio-Demographic Trends

Working Women

Breastfeeding Trends

Regulations

Market Overview

Sector Overview

Manufacturers Shares

Category Analysis

Baby Milks

Baby Cereals & Dry Meals

Meals

Baby Drinks

Finger Foods

Production and trade

Production

Imports

Exports

Company profiles

Introduction

Nestle Servicios SA de CV

Mead Johnson Nutricionales de Mexico

Aspen Labs SA De CV

Abbott de Mexico SA de CV

FrieslandCampina

Danone de Mexico SA de CV

Heinz Mexico SA de CV (Kraft Heinz)

Distribution

Baby Food Retailing

Economic background

Political and Economic Background

Key Macroeconomic Forecasts

Prospects and forecasts

Birth & Population Projections

Forecast Overview

Consumer Attitude

Appendix

List of Figures

Figure 1: Baby Food: Sector Size, 2011-2017

Figure 2: Baby Food: Per Capita, 2011-2017

Figure 3: Baby Food: Sector Segmentation, 2017

Figure 4: Baby Food: Manufacturer Shares, Value, 2016

Figure 5: Baby Food: Manufacturer Shares, Value, 2017

Figure 6: Baby Food: Manufacturer Shares, Value %, 2017

Figure 7: Baby Food: Manufacturer Shares, Volume %, 2017

Figure 8: Baby Food: Manufacturer Shares by Category, % Value, 2017

Figure 9: Baby Milks: Category Trends, 2011-2017

Figure 10: Baby Milks: Per Capita Expenditure & Consumption, 2011-2017

Figure 11: Baby Cereals & Dry Meals: Category Trends, 2011-2017

Figure 12: Baby Cereals & Dry Meals: Per Capita Expenditure & Consumption, 2011-2017

Figure 13: Baby Meals & Others: Category Trends, 2011-2017

Figure 14: Baby Meals & Others: Per Capita Expenditure & Consumption, 2011-2017

Figure 15: Baby Drinks: Category Trends, 2011-2017

Figure 16: Baby Drinks: Per Capita Expenditure & Consumption, 2011-2017

Figure 17: Baby Food: Sector Size, 2017-2023

Figure 18: Baby Food: Per Capita, 2017-2023

Figure 19: Baby Food: Sector Segmentation, 2023

List of Tables

Table 1: Birth & Population Trends, 2007-2017

Table 2: Live Births by City & Province, 2011-2015

Table 3: Poverty Levels, % of Population, 2010-2016

Table 4: Population living in Poverty, by State, 2010-2016

Table 5: Population living in Poverty, by State, 2010-2016

Table 6: Introduction of Different Types of Food to Babies Born Between 2004 & 2009

Table 7: Introduction of Different Types of Food to Babies Born Between 2004 & 2009

Table 8: Consumption of Various Foods by Babies, by Age, 2012

Table 9: Live Births by Age Group of Mother, 2010, 2014 & 2015

Table 10: Number of Women of Childbearing Age, by Age Group, 2010 & 2015

Table 11: Trends in Working Women by Age, 2009-2015

Table 12: Trends in Working Women, 2011-2017

Table 13: Consumption of Breast Milk & Solids by Age of Infant , 2011/12

Table 14: Trends in Breastfeeding, 1999-2012

Table 15: Breastfeeding Rates, Urban & Rural, 2012

Table 16: Average Duration of Any Breastfeeding, by Age of Mother, 2014

Table 17: Gifts Received by Mothers leaving Public Hospitals, 2014

Table 18: Sector Size, 2017, & Growth Rates, 2011-2017

Table 19: Baby Food: Manufacturer Shares, %, 2011-2017

Table 20: Baby Food: Manufacturer Shares by Category, %, 2017

Table 21: Baby Milks: Category Size, 2017

Table 22: Baby Milks: Category Growth, % 2011-2017

Table 23: Baby Milks Powder: Brand Price Analysis, 2017

Table 24: Baby Milk Powder: Facings by Pack Type, 2017

Table 25: Baby Milks: Brand Price Positioning Analysis, 2017

Table 26: Baby Milks: Price Progression, 2011 to 2017

Table 27: Baby Milks: Manufacturer Shares, % Value & Volume , 2011-2017

Table 28: Baby Milks: Brand Shares, % Value & Volume, 2011-2016

Table 29: Baby Milks: Brand Shares on Prescription by Stage, January & December, 2013

Table 30: Baby Cereals & Dry Meals: Category Size, 2017

Table 31: Baby Cereals & Dry Meals : Category Growth, % 2011-2017

Table 32: Baby Cereals: Facings by Pack Size, 2017

Table 33: Baby Cereals: Facings by Pack Type, 2017

Table 34: Baby Cereals: Brand Price Positioning Analysis, 2017

Table 35: Baby Cereals & Dry Meals: Manufacturer Shares, 2011-2017

Table 36: Baby Cereals & Dry Meals: Brand Shares, 2011-2016

Table 37: Baby Meals: Category Size, 2017

Table 38: Baby Meals : Category Growth, % 2011-2017

Table 39: Baby Meals: Sales by Type, % Volume, 2011-2017

Table 40: Baby Meals: Facings by Pack Type, 2017

Table 41: Baby Meals: Facings by Pack Size, 2017

Table 42: Baby Meals: Brand Price Positioning Analysis, 2017

Table 43: Baby Meals: Manufacturer Shares, Value & Volume, %, 2011-2017

Table 44: Baby Drinks: Category Size, 2017

Table 45: Baby Drinks : Category Growth, % 2011-2017

Table 46: Baby Drinks: Facings by Pack Size, 2017

Table 47: Baby Drinks: Price Positioning, 2017

Table 48: Finger Foods: Price Positioning, 2017

Table 49: Production of Infant Formula, 2011-2017

Table 50: Baby Food: Sales by Outlet Type, % Volume, 2011-2017

Table 51: Baby Food: Sales by Outlet Type, % Value, 2011-2016

Table 52: Baby Food: Sales by Outlet Type, % Value, 2011-2016

Table 53: Baby Food: Sales by Outlet Type & Category, % Volume, 2017

Table 54: Baby Milks: Sales by Outlet Type, % Value, 2011-2016

Table 55: Baby Cereals: Sales by Outlet Type, % Value, 2011-2016

Table 56: Baby Meals : Sales by Outlet Type, % Value, 2011-2016

Table 57: Baby Drinks : Sales by Outlet Type, % Value, 2011-2016

Table 58: Key Macro-Economic Indicators, 2011-2018

Table 59: Key Macroeconomic Forecasts, 2017-2023

Table 60: Birth & Population Projections, 2009-2021

Table 61: Baby Food: Category Growth, 2017-2023

Table 62: Baby Population, Number of Babies '000, 2007-2023

Table 63: Baby Food: Market Value, Current Prices, 2011-2017

Table 64: Baby Food: Market Value, Constant Prices, 2011-2017

Table 65: Baby Food: Market Value, US$ Million, 2011-2017

Table 66: Baby Food: Market Volume, Tons, 2011-2017

Table 67: Baby Food: Per Capita Expenditure, Current Prices, 2011-2017

Table 68: Baby Food: Per Capita Expenditure, Constant Prices, 2011-2017

Table 69: Baby Food: Per Capita Expenditure, US Dollars, 2011-2017

Table 70: Baby Food: Per Capita Consumption, Grams, 2011-2017

Table 71: Baby Milks: Category Trends, 2011-2017

Table 72: Baby Milks: Category Segmentation, Value & Volume, 2011-2017

Table 73: Baby Milks - Powder: Brand Price Analysis, 2017

Table 74: Baby Milks - Liquid: Brand Price Analysis, 2017

Table 75: Baby Cereals & Dry Meals: Category Trends, 2011-2017

Table 76: Baby Meals: Category Trends, 2011-2017

Table 77: Baby Drinks: Category Trends, 2011-2017

Table 78: Baby Milks & Cereals: Trends in Imports, 2011-2016

Table 79: Imports of Baby Milks & Cereals by Country of Origin, 2014-2016

Table 80: Baby Milks & Cereals: Trends in Exports, 2011-2016

Table 81: Exports of Baby Milks & Cereals by Country of Destination, 2014-2016

Table 82: Sweet Baby Meals: Trends in Exports, 2011-2016

Table 83: Sweet Baby Meals: Trends in Exports, 2011-2016

Table 84: Baby Food: Market Value Forecasts, Current Prices, 2017-2023

Table 85: Baby Food: Market Value Forecasts, Constant Prices, 2017-2023

Table 86: Baby Food: Market Value Forecasts, US$ Million, 2017-2023

Table 87: Baby Food: Market Volume Forecasts, Tons, 2017-2023

Table 88: Baby Food: Per Capita Expenditure, Current Prices, 2017-2023

Table 89: Baby Food: Per Capita Expenditure, Constant Prices, 2017-2023

Table 90: Baby Food: Per Capita Expenditure, US$, 2017-2023

Table 91: Baby Food: Per Capita Consumption, Grams, 2017-2023

Table 92: Facings Allocation by Product Type

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Nestle Servicios SA de CVMead Johnson Nutricionales de MexicoAspen Labs SA De CVAbbott de Mexico SA de CVFrieslandCampinaDanone de Mexico SA de CVHeinz Mexico SA de CV (Kraft Heinz)

Demand, driver, Baby Food, Baby Milk, Baby Cereals & Snacks, Baby Drinks, birth, mother, breastfeeding, infant, food retail, Mexico

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