In 2020, Coca-Cola was the most popular FMCG brand among Mexican consumers, with nearly 1.2 billion Consumer Reach Points (CRP). The food and beverage brands Bimbo and Lala followed by less than half of that score. By household penetration rate, Bimbo outperformed Coca-Cola in the Latin American country: over 99 percent of households bought products from the Mexican bakery company in 2020, nearly 98 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 2020, 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 2020. That year, the company’s revenue totaled 183.6 billion Mexican pesos, equivalent to approximately 9.2 billion U.S. dollars at the exchange rate on December 31, 2020.
Bimbo’s performance worldwide
Grupo Bimbo, headquartered in Mexico City, is one of the key players in the bakery product manufacturing industry worldwide. In 2020, 203 Bimbo factories were operating in 33 countries around the globe, of which 57 percent were located in North America (including Mexico) and over 27 percent in Europe, Asia, and Africa. Central and South American accounted for the remaining share. That same year, the net sales generated by Bimbo in Mexico amounted to approximately 105 billion Mexican pesos, while its presence in the rest of North America represented another 176 billion pesos.
Leading fast moving consumer goods (FMCG) brands in Mexico in 2020
(in million Consumer Reach Points)
* According to the source, "the Consumer Reach Points (CRP) indicate the strength of a brand by tracking the number of times each brand is chosen by buyers." The metric is 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.
Detailed information about the report's methodology can be found here.
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Kantar Worldpanel. (June 8, 2021). Leading fast moving consumer goods (FMCG) brands in Mexico in 2020 (in million Consumer Reach Points) [Graph]. In Statista. Retrieved May 25, 2022, from https://www.statista.com/statistics/718375/most-popular-fmcg-brands-in-mexico-by-reach/
Kantar Worldpanel. "Leading fast moving consumer goods (FMCG) brands in Mexico in 2020 (in million Consumer Reach Points)." Chart. June 8, 2021. Statista. Accessed May 25, 2022. https://www.statista.com/statistics/718375/most-popular-fmcg-brands-in-mexico-by-reach/
Kantar Worldpanel. (2021). Leading fast moving consumer goods (FMCG) brands in Mexico in 2020 (in million Consumer Reach Points). Statista. Statista Inc.. Accessed: May 25, 2022. https://www.statista.com/statistics/718375/most-popular-fmcg-brands-in-mexico-by-reach/
Kantar Worldpanel. "Leading Fast Moving Consumer Goods (Fmcg) Brands in Mexico in 2020 (in Million Consumer Reach Points)." Statista, Statista Inc., 8 Jun 2021, https://www.statista.com/statistics/718375/most-popular-fmcg-brands-in-mexico-by-reach/
Kantar Worldpanel, Leading fast moving consumer goods (FMCG) brands in Mexico in 2020 (in million Consumer Reach Points) Statista, https://www.statista.com/statistics/718375/most-popular-fmcg-brands-in-mexico-by-reach/ (last visited May 25, 2022)