"Juice in Mexico" Published

There are three categories in juice, namely 100% juice, juice drinks (with less than a 25% juice content) and nectars (with a 25-99% juice content). 100% juice is a very small category in Mexico in both volume and value terms as it is expensive to produce when compared to alternatives such as juice drinks and nectars. While the IEPS tax, which imposes an additional Mx$1 per litre on sugar-sweetened beverages, has not had a notable impact on 100% juice as many of these products are naturally sweet, it has had an impact on nectars and particularly juice drinks. In 2014, juice drinks posted an off-trade volume decline of 1%, with sales continuing to fall in 2015, although to a lesser extent. On the other hand, the volume growth of nectars slowed to 1% in 2014 and 2015. Consumers perceive juices as healthy but those who are aware of the sugar content in many juice drinks and nectars often opt for other healthier choices like bottled water. To maintain their reputation as healthy drinks suppliers, many companies market their juices and nectars as fortified with vitamins and minerals, especially when targeting parents.

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Competitive Landscape

The juice category in 2015 continued to be led by three major companies which held a combined volume share of 70%. Jugos del Valle ranked first with a 25% volume share, closely followed by Grupo Jumex with 24% and then Grupo Lala with 21%. All of these companies are well-known by consumers and are very active in terms of marketing and promotions. Jugos del Valle’s Reserva line is perceived as very modern, while Jumex launched collectible Avengers items in June and Star Wars items at the end of 2015, and Lala’s Natural’es is well accepted in orange juice.

Industry Prospects

Juice is expected to post an off-trade volume CAGR of 1% and a value CAGR of 2% at constant 2015 prices over the forecast period to reach sales of 2.6 billion litres and Mx$42.8 billion, respectively. Consumer demand for healthier choices will mean a positive forecast for 100% juice, which is predicted to record a 4% off-trade volume CAGR, as well as other products such as superfruit nectars. Some juices, particularly lower fruit content single-serve juice drinks, have fallen out of favour with many parents because of their sugar and calorie content. As a result, juice drinks is expected to remain largely flat in volume terms and post a value CAGR of just 1% at constant 2015 prices to 2020.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Juice industry in Mexico with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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