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Mexico: most popular FMCG brands 2019

In 2019, Coca-Cola was the most popular FMCG brand among Mexican consumers, with 1.14 billion Consumer Reach Points (CRP). The food and beverage brands Bimbo and Lala followed with over 500 million CRP each. However, by household penetration rate, Bimbo outperformed Coca-Cola in the Latin American country: nearly 99 percent of households bought products from the Mexican bakery company in 2019, while 98.2 percent purchased Coca-Cola beverages at least once a year.

Coca-Cola in Mexico

Mexico is the most important Latin American market for the Coca-Cola Company. From 2017 to 2019, the country accounted for nearly half of the total sales volume in the region, while Brazil followed by a wide margin. For Coca-Cola FEMSA, the Mexican franchise of the famous U.S. brand, sparkling beverages represented over 73 percent of its total sales in the country in 2019. That year, the company’s revenue totaled 194.5 million Mexican pesos, equivalent to approximately 10.3 million U.S. dollars at the exchange rate on December 31, 2019.

Bimbo’s performance worldwide

Grupo Bimbo, headquartered in Mexico City, is one of the key players in the bakery product manufacturing industry worldwide. In 2019, 194 Bimbo factories were operating in 32 countries around the globe, of which nearly 59 percent were located in North America (including Mexico), 16.5 percent in Central and South America, and 12.9 percent in Europe. That same year, the net sales generated by Bimbo in Mexico amounted to approximately 102.7 billion Mexican pesos, while those accounted for by its presence in the rest of North America were worth another 144 billion pesos.

Leading fast moving consumer goods (FMCG) brands in Mexico in 2019

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Sources

Release date

May 2020

Region

Mexico

Survey time period

November 2018 to October 2019

Number of respondents

22,900 brands worldwide

Special properties

Consumer Reach Points (CRP)*

Supplementary notes

* The Consumer Reach Points (CRP) of each brand are calculated by multiplying the population (number of households in a country), penetration (percentage of households buying the brand), and consumer choice (number of interactions with the brand across categories in a year).

**The Ranking was made by Kantar in collaboration with Gesellschaft für Konsumforschung (GfK) in several European countries, Information Resources Incorporated (IRI) in the U.S., Intage in Japan, and CTR in China.

You can find detailed information about the report's methodology here.

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