health and wellness trends - manitoba · health and wellness trends ... halls cadbury schweppes plc...
TRANSCRIPT
International
Markets
Bureau
MARKET INDICATOR REPORT | APRIL 2010
Health and Wellness Trends
In Mexico
EXECUTIVE SUMMARY
INSIDE THIS ISSUE
DID YOU KNOW
PAGE 2
Health and Wellness in Mexico
Executive Summary 2
Market Data 3
FortifiedFunctional 4-6
Better-For-You 7-10
Neutraceuticals 10-13
Organics 13-16
Middle-aged adults compose
the largest portion of the
Mexican population and will
continue to be the largest part
of the market
Total spending on health
goods and medical services
increased by nearly 50 from
2000-2007
Supermarkets hypermarkets
are the most popular
distribution model for health
and wellness food and
beverages
This report uses definitions for Fortifiedfunctional better-for-you nutraceutical and organic foods as defined in Annex ldquoArdquo Consumer spend ing in Me xi co has continued to increase moderately as the country has enjoyed a decade of continuous economic growth fully recovering from the Tequila Crisis of 1995 However the current global economic crisis combined with the devalued peso has had some bearing on all consumer purchases Nonethe less
increased spending has been observed by consumers on health products and services and can be attributed to both the aging population and increased health awareness in the general population Total spending on health goods and medical services increased by nearly 50 from 2000 to 2007
In Mexico the majority of the population falls within the 15 to 64 years of age demographic and has a projected population growth of 113 for 2009 In 2007 the number of people over the age of 55 is one-fourth that of the United States
Mexicans constitute the second most obese nation in the world after the United States Consumption of so-called junk food particularly among youth is a problem It is cheap easily accessi-ble and for those with lower incomes it is a frequent replacement for whole meals The weight problem in Mexico has prompted various national campaigns public and private to raise health awareness and promote illness prevention In general Mexicans value their health and seek to improve it but lower income segment perceive it to be too expensive either because of the financial cost or the time and effort required Better-educated higher-earning Mexican consumers tend to look for products to reduce the effects of aging These trends are leading to increased demand for food perceived as healthy natural and nutritious
The most significant consumer segment
is the urban segment particularly within the
main metropolitan zones
ldquo
rdquo
PAGE 3
Mexican Food and Beverage Retail SalesmdashUS $ Millions
2003 2004 2005 2006 2007
Organic Food and Beverages 2 2 575 597 662
FortifiedFunctional Food and Bev-erages
65663 70983 74422 80271 86969
Better for you Food and Beverages 10487 1236 20287 25158 3008
Source Health and Wellness Sector Euromonitor International
Mexican Nutritionals Retail SalesmdashUS $ Millions
2003 2004 2005 2006 2007 2008
Vitamins and dietary supplements 3781 4177 5153 6912 7305 7442
Herbaltraditional products 2595 2732 3016 3437 3699 2891
Slimming products 84 907 1157 144 1547 1637
Sports nutrition 1503 1594 1692 1802 1869 1919
Source Health and Wellness Sector Euromonitor International
Mexican Health and Wellness Retail Sales - US$ Millions
2003 2004 2005 2006 2007 2008
Health and Wellness - Nutritionals
8642 9325 1092 13204 13984 14446
Health and Wellness - Food and Beverage
62576 92382 10176 115975 128367 142779
Source Health and Wellness Euromonitor from trade sourcesnational statistics
MARKET DATA
FORTIFIEDFUNCTIONAL FOODS
PAGE 4
Consumer Trends
The Mexican fortifiedfunctional market retail sales were US$8696 million in 2007 up from US$8027 million in
2006 the positioning of fortifiedfunctional products remained stable from 2006 to 2007 with the exception of those
in the cholesterol-lowering category which saw sales double from 15 in 2006 to 3 in 2007
The power of brands and brand loyalty in Mexico has been historically strong
Rural lower-income consumers will choose ldquocheaperrdquo soft drinks while urban higher-income consumers tend to
choose the more expensive healthier vitamin water
Distribution
While supermarkets hypermarkets are the most popular mode of distribution for health and wellness food and
beverages their share has been gradually declining from 98 in 2003 to 90 in 2007 Independent small grocer
sources are growing and ranked second in popularity at 69 The non-grocery retailers share is also growing
slowly capturing 31 market share in 2007
48 of fortified functional food and beverage products were distributed through supermarketshypermarkets in
2007
Source Health and Wellness Euromonitor International
Functional Food Sales Distribution breakdown by Retail Outlet
2002 2003 2004 2005 2006 2007
Store-Based Retailing 100 100 100 995 99 985
SupermarketsHypermarkets 48 475 47 475 48 48
Discounters 17 17 17 175 18 185
Small Grocery Retailers 32 32 33 31 295 28
Convenience Stores 3 3 5 7 7 8
Independent Small Grocers 28 28 27 22 195 17
Forecourt Retailers 1 1 1 2 3 3
Other store-based retailing 3 35 3 35 35 4
Other Grocery Retailers 3 35 3 35 35 4
Non-Grocery Retailers - - - - - -
Non-Store Retailing - - - 05 1 15
Vending - - - 05 1 15
Homeshopping - - - - - -
Internet Retailing - - - - - -
Direct Selling - - - - - -
PAGE 5
Companies and Brands
Source Health and Wellness Food and Beverages Euromonitor International
Brand Shares (by Global Brand Name) - Retail Sales breakdown
Brand Company name (GBO) 2005 2006 2007
Lala Industrial Lala SA de CV Grupo 13 126 124
Alpura Ganaderos Productores de Leche Pura SA de CV
99 95 94
Yakult Yakult Honsha Co Ltd 35 35 33
Leche Liconsa Liconsa SA de CV 36 34 3
Sello Rojo Lechera Guadalajara SA de CV 28 27 27
Boreal Industrial Lala SA de CV Grupo 31 28 26
Nido Nestleacute SA 18 19 21
Boing Sociedad Cooperativa Trabajadores de Pascual SCL
17 19 2
Kelloggs Coco Pops Kellogg Co 19 19 19
Sveltesse Nestleacute SA 16 17 18
Kelloggs Frosties Kellogg Co 15 15 15
Pau Pau Jumex SA de CV Grupo 13 14 15
Halls Cadbury Schweppes Plc 16 15 15
Kelloggs Special K Kellogg Co 13 14 15
Frutsi Administracioacuten SAPI SA de CV - - 14
Danonino Danone Groupe 13 13 13
Nutri Leche Industrial Lala SA de CV Grupo 15 13 12
La Moderna La Moderna SA de CV Grupo 16 13 12
Chiquitin Nestleacute SA 13 12 12
Kelloggs Corn Flakes Kellogg Co 14 13 11
Choco Milk Bristol-Myers Squibb Co 14 13 11
Kelloggs Froot Loops Kellogg Co 1 1 1
San Marcos Pasteurizada Aguascalientes SA de CV 1 1 09
Santa Clara Santa Clara Productos Lacteos SA de CV 09 09 09
Nesquik Nestleacute SA 1 09 08
Cal-C-Tose Bristol-Myers Squibb Co 1 09 08
Fitness Cereal Partners Worldwide SA 08 08 08
Saladitas PepsiCo Inc 08 08 08
Yopli Sodiaal SA (Socieacuteteacute de Diffusion Internationale Agro-alimentaire)
08 08 07
Activia Danone Groupe 06 08 07
Emperador PepsiCo Inc 07 07 07
Nestleacute Corn Flakes Cereal Partners Worldwide SA 07 07 06
Barritas Bimbo SA de CV Grupo 06 06 06
Tang Kraft Foods Inc 06 06 06
PAGE 6
New Products
For 2009 there were 46 new functional foods products launched in Mexico Top new product
introductions are as follows
Under the functionalndashimmune system category 15 new products were launched The most new launch activity
was in the drinking yogurts and liquid cultured milk sub-category with five new products The flavored milk sub-
category saw three new product launches Baby juices and drinks had two new product launches followed by
growing-up milk (1-4 yrs) baby formula (6-12 months) baby formula (0-6 mths) white milk and hot cereals sub-
categories which each had one new product introduction
Thirty-one new functional-cardiovascular products were launched Both hot and cold cereals sub-categories
topped the list with the most new product launches at five each Following behind the sweet biscuitscookies sub-
category had four new product introductions Both chocolate tablets and bread amp bread products tied with three
new product launches each Two sauces and seasonings and two processed fish meat and egg products were
introduced under the ldquootherrdquo sub-category Margarine and other blends soy based drinks white milk dry soup and
nuts sub-categories each had one new product launch
Source Mintel
FortifiedFunctional Foods and Beverages New
Products Health Claims Breakdown for 2007
36
17
41
33 Cholesterol-lowering
Digestiveintestinal
health
Energy
General health and
wellbeing
Others
PAGE 7
BETTER FOR YOU FOODS
Consumer Trends
Overall the Mexican better-for-you food marketrsquos retail sales were US$3073 million in 2007 While Mexicos sales of better-for-you food sales remained relatively constant the better-for-you beverage sales dropped 7 from 2006 to 2007 The downturn in beverage sales could be attributed to a number of factors such as positive or negative changes in customer awareness reduction in consumer overall spending or a re-prioritizing of health-related expenditures
Reduced-fat and reduced-sugar became the most sought-after products by consumers concerned with their weight
Mexico is a domestic producer of all
sorts of fruit which are accessible to all
income segments
The fastest-growing products over the
past few years were fish and seafood
meat oils and fats milk cheese and
eggs Source Health and Wellness Food and Beverages Euromonitor International Note 2009 data is provisional and based on part-year estimates
Distribution
72 of naturally healthy
f o o d a n d b e v e r a g e s
p r e shy d o m i n a n t l y s o l d
through supermarkets
hypermarkets in 2007 a
steady decline since 2002
Source Health and Wellness Food and Beverages Euromonitor International
Better-For-You Sales Distribution breakdown
by Retail Outlet
2002 2003 2004 2005 2006 2007
Store-Based Retailing 100 100 100 100 100 100
SupermarketsHypermarkets 84 80 78 76 74 72
Discounters 12 13 14 15 16 16
Small Grocery Retailers 2 5 6 7 8 98
Convenience Stores 2 5 4 5 55 7
Independent Small Grocers - - 2 2 2 2
Forecourt Retailers - - - - 05 08
Other store-based retailing 2 2 2 2 2 23
Other Grocery Retailers 2 2 2 2 2 23
Non-Grocery Retailers - - - - - -
Non-Store Retailing - - - - - -
Vending - - - - - -
Homeshopping - - - - - -
Internet Retailing - - - - - -
Direct Selling - - - - - -
Mexico Better-For-You Market Sales
Growth for 2006-2007
126 125
405333
0
10
20
30
40
50
2006 2007
Year
Perc
en
tag
e Better-for-you
Packaged Food
Better-for-you
Beverages
PAGE 8
Companies and Brands
Of better-for-you food and beverages Coca Cola Co owned the largest company market share for 2007 at 21 The Danone Group held a good part of the business with 16 share as well as Pepsi Co which captured 152 of the Mexico market
The naturally healthy food and beverages category is dominated by Nestle SA with a 175 company share in 2007 Bimbo SA in second with 173 followed by Pepsi Co with 134 market share
Brand Shares (by Global Brand Name) Retail Sales breakdown
Brand Company name
(GBO) 2005 2006 2007
Diet Coke Coca-Cola Co The 158 143 145
Trident Cadbury Schweppes Plc
121 11 108
Leviteacute Danone Groupe 53 87 105
Be-light PepsiCo Inc 42 65 84
VitalineaVitasnellaTaillefine Danone Groupe
65 61 52
Ciel Coca-Cola Co The 16 34 45
Douglas PepsiCo Inc 34 37 38
Clight Kraft Foods Inc 41 37 37
Sveltesse Nestleacute SA 35 32 29
San Rafael Sigma Alimentos SA 37 32 28
Carnation Nestleacute SA 33 28 27
Zwan Sara Lee Corp 25 22 19
Noche Buena Sigma Alimentos SA de CV
19 17 16
Nescafeacute Nestleacute SA 19 17 15
Diet Pepsi PepsiCo Inc 19 15 13
Sprite Zero Coca-Cola Co The 12 14 12
Sabori Grupo Bafar 14 12 11
Pentildearanda Empacadora Campo Friacuteo SA de CV
14 12 11
Coca-Cola Zero Coca-Cola Co The - - 1
McCormick McCormick amp Co Inc 13 12 1
Bernina Empacadora Bernina SA de CV
13 11 1
Source Health and Wellness Sector Euromonitor International
PAGE 9
New Products
Over 2009 there were 1973 new better-for-you food products launched in Mexico Below are the
details concerning the top new product launches
There were 876 new products launched in the lownoreduced sugar sub-category Sweet biscuitscookies saw
134 new product launches followed by confiture and fruit spreads with 91 Gum had 89 new product launches
while fruit saw 39 new products Dairyrsquos ldquootherrdquo sub-category had 48 new products along with bakeries ldquootherrdquo
sub-category launching 40 new products Chocolate confectionaryrsquos ldquootherrdquo sub-category had 40 new product
launches Sugar and gum confectionaryrsquos ldquootherrdquo sub-category also had 41 product launches
There were 303 new products launched in the lownoreduced sodium sub-category Sweet biscuitscookies
were at the top of this category with 35 new product launches ldquoOtherrdquo snacks sub-category had 29 new product
launches followed by margarine and other blends with 27 new product launches Seasonings had 22 and cold
cereals had 21 new product introductions Seasonings and sauces ldquootherrdquo sub-category had 19 new product
introductions followed by sugary amp gum confectionary ldquootherrdquo sub-category with 18 new product launches Sweet
spreads ldquootherrdquo sub-category along with butter and meat products had 11 new product launches
There were 213 new products launched in the lownoreduced fat sub-category As in the previous category
cold cereals had 23 new product launches Flavoured milk and bread and bread products sub-categories each
had 18 new products White milk saw 16 new products followed by savourysalty snacks with 13 new products
and drinking yogurts and liquid cultured milk sub-category had 12 new product launches The seasonings and
sauces ldquootherrdquo category had 17 new product launches Bakery ldquootherrdquo had 12 new product launches Both the
poultry products and snackcerealenergy bar sub-categories had 6 new product launches each
There were 169 new products launched in the lownoreduced cholesterol sub-category At the top of this
category cold cereals saw the most new product launches with 23 Soy-based drinks and bread and bread
products categories had 20 new product launches each The oils and sweet biscuitscookies sub-categories with
17 and 16 new product launches respectively The margarine and other blends and savoury biscuitscrackers sub
-categories each had nine new product launches Nuts had three new product introductions followed by ricenut
grain and seed-based drinks with three new product launches
There were 80 new products launched in the lownoreduced carbs sub-category Both the sweet biscuits
cookies and savourysalty snacks sub-categories shared top spot for the most product launches with eight
each The dressings and vinegar
sub-category had seven new prod-
uct introductions followed by boiled
sweets and ldquootherrdquo sugar and gum
confectionery with six new product
launches each Meat snacks had
five new product launches while
confiture and fruit spreads and
other bakery sub-categories gained
four new product introductions
The pastilles gums jellies and
chews mayonnaise table sauces
and baking ingredien ts sub-
categories introduced three new
product launches each
Source Mintel
Better-For-You New Product Introductions
in 2009- Analysis by Claim
876
303213
16980
38
0
200
400
600
800
1000
Health Claim
Nu
mb
er
of
Pro
du
cts
Lownoreduced
Sugar
Lownoreduced
Sodium
Lownoreduced Fat
Lownoreduced
Cholesterol
Lownoreduced
Carbohydrates
Lownoreduced
Glycemic
PAGE 10
There were 38 new products launched in the lownoreduced glycemic sub-category Syrups saw
11 new product launches followed by sweet biscuitscookies sub-category had nine new product
launches The non-individually wrapped chocolate pieces boiled sweets and sweeteners and sugars
sub-categories had two product launches each Honey confiture and fruit spreads chocolate pastilles gums
jellies and chews and bakery ldquootherrdquo sub-categories each had one product launch
Consumer Trends
Meal replacementslimming products and herbal and traditional products were the most popular nutraceutical
purchases by the Mexican consumer in 2009 The Mexican meal replacementslimming products market has
grown from US$671 million in 2005 to over US$1024 million in 2009 The typical group of consumers interested in
meal replacementslimming products are high-income earners who make up a fraction of the total population
Powder versions of meal replacementslimming products are the most popular but are losing share to bars and
ready-to-drink types which are typically found in six packs
Vitamins and dietary supplements retail sales reached US$6389 million in 2009 and are expected to grow by
13 in constant value terms over the next few years In a comparative analysis of herbaltraditional supplements
versus standard supplements the herbaltraditional products are outselling slightly with approximately 1 growth
per year since 2005 Of the dietary supplements calcium was the top seller in 2008 however cod liver oil was the
fastest growing in popularity Multivitamins aimed at consumers in the lower income segments will remain the most
popular products
Sports nutrition product sales value remained relatively constant from 2006 to 2009 reaching US$1528 million in
2009 Of the various items that make up this category protein powder dominates with 72 of sales followed by
protein bars with 23 of sales
Interestingly nutraceuticals saw a drop in sales volume as opposed to sales value across the board in 2009 This may be attributed to the global economic downturn which affected consumers worldwide during this time frame
NUTRACEUTICALS
59
88
40
91
54
26
38
34
-22
57
64
18
Mexico Nutraceuticals Market Growth from 2007 to 2009
Vitamins and Dietary Supplements
Sports Nutrition
Meal ReplacementSlimming Products
Herbal and Traditional Products
Note 2009 data is provisional and based on part-year estimates
Source Health and Wellness Sector Euromonitor Internaitonal
PAGE 11
Distribution
136 of herbaltraditional products were sold in grocery retail and 673 were sold in nonshygrocery retail such as pharmacies 26 of vitamins and dietary supplements were sold in grocery retail while 461 sold in non-grocery retail settings
465 of sports nutrition products were purchased through non-grocery retail Direct selling contributed to the remaining volume with 40 of sales
In the slimming products category direct sale was the most popular purchasing option with 45 of sales in 2008 followed by Internet retail with 26 of sales
Companies and Brands
Unilever Groups Slim Fast product has been the dominant product brand in the slimming products category with 405 share in 2008 Herbalife Ltds Herbalife Thermosjetics is in second place with 10 of brand share in 2008 but has been in a slight decline since 2007
In the sports nutrition category Pro Winner from Pronat SA is the leading brand seizing 197 of market share in 2008 Nutrisa Sport from Nutrisa SA is second with 167 This is slightly above Universal by Universal which has 158 share It is important to note that two of the three leading brands have lost market share which appears to be cascading down to lesser players in this category
In the slimming products category the dominant supplier in 2008 was Unilever with 405 of the market followed by
Herbalife with a 139 share
In the vitamin and dietary supplements category the top brand share belongs to Dr Simi from Farmacias Similares SA at 82 surpassing its closest competitor Herbalilfe at 79 in 2008
Medications like Asenlix Xenical and Raductil are being considered by a growing number of Mexicans as alternative
methods for weight loss
Mexico Neutraceutical Sales Distribution breakdown by Retail Outlet
2003 2004 2005 2006 2007 2008
Store-Based Retailing 758 762 724 671 673 665
Grocery Retailers 136 136 144 159 17 172
Non-Grocery Retailers 622 626 579 512 503 493
ChemistsPharmacies 161 163 135 116 104 134
Parapharmacies148 152 144 131 128 94
Healthfood shops 258 256 246 223 223 22
Mass Merchandisers - - - - - -
Other Non-Grocery Retailers
55 55 54 43 48 46
Non-Store Retailing 242 238 276 329 327 335
Vending - - - - - -
Homeshopping - - 01 02 02 02
Internet Retailing 19 22 31 37 42 5
Direct Selling 223 216 244 29 282 283
Source Health and Wellness Sector Euromonitor International
PAGE 12
Company and Brand Market Share Retail Sales breakdown
Brand Company name (GBO) 2004 2005 2006 2007 2008
Slim Fast Unilever Group 32 35 4 42 46
Dr Simi Farmacias Similares SA de CV
48 48 44 42 42
Herbalife Herbalife Ltd 18 31 44 42 41
Pharmaton Boehringer Sohn CH 5 45 4 29 28
ProWinner Pronat SA de CV 0 32 28 27 26
Bedoyecta Laboratorios Grossman SA de CV
13 26 25 26 24
Herbalife ShapeWorks Herbalife Ltd 11 19 26 25 24
Nutrisa Sport Nutrisa SA de CV - 27 23 22 22
Universal Universal Nutrition Inc - 26 25 24 21
Biometrix Schering-Plough Corp 18 19 17 18 19
Aderogyl Sanofi-Aventis 23 21 19 18 18
Omnilife Omnilife SA de CV Grupo
05 11 14 16 16
OGSS Sport Nutrition OGSS SA de CV Grupo - 19 13 12 16
Diabion Merck KGaA 06 08 07 14 13
Centrum Wyeth 23 2 19 14 13
Herbalife Thermojetics Herbalife Ltd 06 09 12 12 11
Rocaltrol Bayer AG 13 13 11 1 11
Weider Weider Global Nutrition LLC
- 12 11 1 1
Caltrate Wyeth 15 12 1 1 1
Cell Activator Herbalife Ltd - - 11 1 1
New Products
Over 2009 there were 176 new nutraceutical products launched in Mexico Below are the details concerning the top
new products launches
There were 83 new products launched in the vitamin category Botanicalherbal products saw the most new
product releases with 16 followed by lowreducedno sugar all natural weight control and childrens (5-12) vitamins
There were 66 new products launched in the herbal supplements category The most product launches were
those claiming to be natural (no preservatives) and geared to specific demographics
There were 18 new products launched in the sports products category The most popular product claim within this
category was lownoreduced caloriesmdashas seen by 10 of the 18 new products Following in popularity were three
product claims of vitaminmineral fortification lownoreduced sodium and lownoreduced fat Apple grape and
lemon-lime were the popular flavours
There were six new products launched in the meal replacement category Of these all were in liquid form and all
claimed to be vitaminmineral fortified
There were only three new products launched in the slimming products category Two of these products are in
capsule form and one in liquid form
Source Health and Wellness Sector Euromonitor International
PAGE 13
Consumer Trends
Mexicorsquos organic marketplace is still in its infancy with 80 of local organic products being exported Nevertheless Mexican consumers have a positive perception about imported organic foods The organic food sector represents between 1 and 3 of the total food sector sales in Mexico However Mexican organic product retail sales have been gaining momentum rising approximately 25 per year since 2005 and reaching US$662 million in 2007
Mexico is considered to be the 5th-largest producer of organic agri-food products in the world It is estimated that at
least 50 of the domestic demand for organics is covered by imported products representing approximately US$360
million Most of the imported organic food products available in the Mexican market are processed food products The
main imported organic food products are bakery products dairy products beverages general grocery items (cereals
sauces oils tofu seasonings etc) desserts and sweet products and ready-to-eat pulses and seeds (flax rice beans
etc)
The main consumers of organics in Mexico are educated people from the medium and high income brackets that are
concerned about their health and the environment understand the claimed benefits of organics and have a high
purchasing power
ORGANICS
Source Health and Wellness Sector Euromonitor International NOTE Statistics unavailable for organic beverages in 2006
Mexican Organic Foods amp Beverages
Sales Growth over 2006-2007
39
57
31
0
1
2
3
4
5
6
2006 2007
Perc
en
tag
e (
)
Organic Packaged Food
Organic Beverages
PAGE 14
Distribution
The largest importerdistributor of organic food products in Mexico is Aires de Campo which handles over 600 imported and domestic products This company also has its own brand and store that sells directly to the public Other importerdisbributors are Distribuidora Promesa Smart Holding Mexico Marinter and Tendencia to name a few
Of the five main Mexican store chains that specialize in organics the Green Corner chain is the main one The
remaining are Yerbabuenamarket Origenes Organicos Ki-An and Purorganiko
Source Health and Wellness Euromonitor International
Organics Sales Distribution Analysis by Retail breakdown
2002 2003 2004 2005 2006 2007
Store-Based Retailing 100 100 100 100 100 100
SupermarketsHypermarkets 99 98 97 95 93 90
Discounters - - - - - -
Small Grocery Retailers 1 15 19 36 55 69
Convenience Stores - - - - - -
Independent Small Grocers 1 15 19 36 55 69
Forecourt Retailers - - - - - -
Other store-based retailing - 05 11 14 15 31
Other Grocery Retailers - - - - - -
Non-Grocery Retailers - 05 11 14 15 31
Non-Store Retailing - - - - - -
Vending - - - - - -
Homeshopping - - - - - -
Internet Retailing - - - - - -
Direct Selling - - - - - -
PAGE 15
Companies and Brands
New Products
Over 2009 there were 105 new organic food products launched in Mexico Below are the products listed by category
There were 32 new products launched in the sauces and seasonings category The seasonings sub-category launched 21
new products followed by the ldquootherrdquo sub category with 11 new product launches
There were 13 new products launched in the chocolate confectionery category The chocolate tablets sub-category
launched nine new products and the non-individually wrapped chocolate pieces sub-category saw four new products
introduced
There were 12 new products launched in the fruits and vegetables category The vegetable sub-category saw eight new
products introduced and the fruits sub-category saw four new product launches
There were 10 new products launched in the sweet spreads category The confiture and fruit spreads sub-category saw four
new product launches the honey sub-category saw three new products launched as did the ldquootherrdquo sub-category
There were nine new products launched in the snacks category The snackcerealenergy bars sub-category introduced four
new products the ldquootherrdquo sub-category launched five new snacks
Company and Brand Shares Retail Sales breakdown
Brand Company name (GBO) 2005 2006 2007
Del Rancho Unifoods SA de CV
617 633 643
Biorganic Unifoods SA de CV 165 17 168
Silk Dean Foods Co 56 58 88
Aires de Campo Aires de Campo SA de CV 88 61 12
Avaacutendaro Agrocultivos de Valle de Bravo SA de CV 08 09 1
St Dalfour St Dalfour Fregraveres - - 07
Pasa Organico Panamericana Abarrotera SA de CV - - 07
Blasoacuten Intercafeacute SA de CV - - 02
Tierra Grande Desarrollo Agropecuario Bravo SA de CV 02 02 02
Others Others 64 66 62 Source Health and Wellness Food and Beverages Euromonitor International
PAGE 18
There were eight new products launched in the dairy category The white milk sub-category introduced
three new products and the ldquootherrdquo sub-category launched five new products
There were seven new products launched in the breakfast cereal category The cold cereals sub-
category had six new product introductions and the ldquootherrdquo sub-category had one new breakfast cereal new product intro-
duction
There were 6 new products launched in the bakery category The other sub-category was the sole sub-category with new
product introductions
The soup category and the savoury spreads category each had two product launches in the ldquootherrdquo sub-category
Source Mintel
Mexico Organic Foods
Number of New Product Introductions for 2009
32
13
12
9
6
10
8
7
Sauces and Seasonings
Chocolate confectionary
Fruits and Vegetables
Snacks
Bakery
Sw eet Spreads
Dairy
Breakfast Cereal
PAGE 19
This report analyses the market for health and wellness food and beverages in Mexico For the purposes of this
study the market has been defined as follows
Functional FoodsmdashItems to which health ingredients have been added These functional foods and beverages
should have a specific physiological function andor are enhanced with added ingredients not normally found in the
product providing health benefits beyond their nutritional value The categories covered in this segment are
added calcium functional digestive functional immune system functional bone health and vitaminmineral
fortified
Better-For-You FoodsmdashThe category includes packaged food and beverage products where the amount of a
substance considered to be less healthy (fat sugar salt carbohydrates) has been actively reduced during pro-
duction To qualify for inclusion in this category the ldquoless healthyrdquo element of the food stuff needs to have been
actively removed or substituted during the processing This should form part of the positioningmarketing of the
product Products which are naturally fatsugarcarbohydrate-free are not included The categories covered in this
segment are lownoreduced fat lownoreduced sugar lownoreduced sodium lownoreduced glycemic and
nolowreduced cholesterol
NutraceuticalsmdashNatural substances are found in food which have medicinal properties to treat or prevent certain
diseases These natural substances can be added to the diet by increasing consumption of certain foods or can
be taken as nutritional supplements Products typically claim to prevent chronic diseases improve health delay
the aging process and increase life expectancy The categories covered in this segment are vitamins sports
products herbal supplements and meal replacement slimming products
OrganicmdashProducts that are certified organic by an approved certification body Depending on the country such
products are called ldquoorganicrdquo ldquobiologicalrdquo or ldquoecologicalrdquo
The usage of the above categories are taken from both Euromonitor International and Mintel These groupings
represent globally accepted classification and product identification for the purpose of data collection
ANNEX ldquoArdquo DEFINITIONS
Health and Wellness in Mexico copy Her Majesty the Queen in Right of Canada 2010 ISSN 1920-6593 Market Indicator Report AAFC No 11204E Photo Credits All Photographs reproduced in this publication are used by permission of the rights holders All images unless otherwise noted are copyright Her Majesty the Queen in Right of Canada
For additional copies of this publication or to request an alternate format please contact Agriculture and Agri-Food Canada 1341 Baseline Road Tower 5 4th floor Ottawa ON Canada K1A 0C5 E-mail infoserviceagrgcca
Aussi disponible en franccedilais sous le titre Les produits de santeacute et de mieux-ecirctre au Mexique
The Government of Canada has prepared this report based on primary and secondary sources of information Although every effort has been made to ensure that the information is accurate Agriculture and Agri-Food Canada assumes no liability for any actions taken based on the information contained herein
EXECUTIVE SUMMARY
INSIDE THIS ISSUE
DID YOU KNOW
PAGE 2
Health and Wellness in Mexico
Executive Summary 2
Market Data 3
FortifiedFunctional 4-6
Better-For-You 7-10
Neutraceuticals 10-13
Organics 13-16
Middle-aged adults compose
the largest portion of the
Mexican population and will
continue to be the largest part
of the market
Total spending on health
goods and medical services
increased by nearly 50 from
2000-2007
Supermarkets hypermarkets
are the most popular
distribution model for health
and wellness food and
beverages
This report uses definitions for Fortifiedfunctional better-for-you nutraceutical and organic foods as defined in Annex ldquoArdquo Consumer spend ing in Me xi co has continued to increase moderately as the country has enjoyed a decade of continuous economic growth fully recovering from the Tequila Crisis of 1995 However the current global economic crisis combined with the devalued peso has had some bearing on all consumer purchases Nonethe less
increased spending has been observed by consumers on health products and services and can be attributed to both the aging population and increased health awareness in the general population Total spending on health goods and medical services increased by nearly 50 from 2000 to 2007
In Mexico the majority of the population falls within the 15 to 64 years of age demographic and has a projected population growth of 113 for 2009 In 2007 the number of people over the age of 55 is one-fourth that of the United States
Mexicans constitute the second most obese nation in the world after the United States Consumption of so-called junk food particularly among youth is a problem It is cheap easily accessi-ble and for those with lower incomes it is a frequent replacement for whole meals The weight problem in Mexico has prompted various national campaigns public and private to raise health awareness and promote illness prevention In general Mexicans value their health and seek to improve it but lower income segment perceive it to be too expensive either because of the financial cost or the time and effort required Better-educated higher-earning Mexican consumers tend to look for products to reduce the effects of aging These trends are leading to increased demand for food perceived as healthy natural and nutritious
The most significant consumer segment
is the urban segment particularly within the
main metropolitan zones
ldquo
rdquo
PAGE 3
Mexican Food and Beverage Retail SalesmdashUS $ Millions
2003 2004 2005 2006 2007
Organic Food and Beverages 2 2 575 597 662
FortifiedFunctional Food and Bev-erages
65663 70983 74422 80271 86969
Better for you Food and Beverages 10487 1236 20287 25158 3008
Source Health and Wellness Sector Euromonitor International
Mexican Nutritionals Retail SalesmdashUS $ Millions
2003 2004 2005 2006 2007 2008
Vitamins and dietary supplements 3781 4177 5153 6912 7305 7442
Herbaltraditional products 2595 2732 3016 3437 3699 2891
Slimming products 84 907 1157 144 1547 1637
Sports nutrition 1503 1594 1692 1802 1869 1919
Source Health and Wellness Sector Euromonitor International
Mexican Health and Wellness Retail Sales - US$ Millions
2003 2004 2005 2006 2007 2008
Health and Wellness - Nutritionals
8642 9325 1092 13204 13984 14446
Health and Wellness - Food and Beverage
62576 92382 10176 115975 128367 142779
Source Health and Wellness Euromonitor from trade sourcesnational statistics
MARKET DATA
FORTIFIEDFUNCTIONAL FOODS
PAGE 4
Consumer Trends
The Mexican fortifiedfunctional market retail sales were US$8696 million in 2007 up from US$8027 million in
2006 the positioning of fortifiedfunctional products remained stable from 2006 to 2007 with the exception of those
in the cholesterol-lowering category which saw sales double from 15 in 2006 to 3 in 2007
The power of brands and brand loyalty in Mexico has been historically strong
Rural lower-income consumers will choose ldquocheaperrdquo soft drinks while urban higher-income consumers tend to
choose the more expensive healthier vitamin water
Distribution
While supermarkets hypermarkets are the most popular mode of distribution for health and wellness food and
beverages their share has been gradually declining from 98 in 2003 to 90 in 2007 Independent small grocer
sources are growing and ranked second in popularity at 69 The non-grocery retailers share is also growing
slowly capturing 31 market share in 2007
48 of fortified functional food and beverage products were distributed through supermarketshypermarkets in
2007
Source Health and Wellness Euromonitor International
Functional Food Sales Distribution breakdown by Retail Outlet
2002 2003 2004 2005 2006 2007
Store-Based Retailing 100 100 100 995 99 985
SupermarketsHypermarkets 48 475 47 475 48 48
Discounters 17 17 17 175 18 185
Small Grocery Retailers 32 32 33 31 295 28
Convenience Stores 3 3 5 7 7 8
Independent Small Grocers 28 28 27 22 195 17
Forecourt Retailers 1 1 1 2 3 3
Other store-based retailing 3 35 3 35 35 4
Other Grocery Retailers 3 35 3 35 35 4
Non-Grocery Retailers - - - - - -
Non-Store Retailing - - - 05 1 15
Vending - - - 05 1 15
Homeshopping - - - - - -
Internet Retailing - - - - - -
Direct Selling - - - - - -
PAGE 5
Companies and Brands
Source Health and Wellness Food and Beverages Euromonitor International
Brand Shares (by Global Brand Name) - Retail Sales breakdown
Brand Company name (GBO) 2005 2006 2007
Lala Industrial Lala SA de CV Grupo 13 126 124
Alpura Ganaderos Productores de Leche Pura SA de CV
99 95 94
Yakult Yakult Honsha Co Ltd 35 35 33
Leche Liconsa Liconsa SA de CV 36 34 3
Sello Rojo Lechera Guadalajara SA de CV 28 27 27
Boreal Industrial Lala SA de CV Grupo 31 28 26
Nido Nestleacute SA 18 19 21
Boing Sociedad Cooperativa Trabajadores de Pascual SCL
17 19 2
Kelloggs Coco Pops Kellogg Co 19 19 19
Sveltesse Nestleacute SA 16 17 18
Kelloggs Frosties Kellogg Co 15 15 15
Pau Pau Jumex SA de CV Grupo 13 14 15
Halls Cadbury Schweppes Plc 16 15 15
Kelloggs Special K Kellogg Co 13 14 15
Frutsi Administracioacuten SAPI SA de CV - - 14
Danonino Danone Groupe 13 13 13
Nutri Leche Industrial Lala SA de CV Grupo 15 13 12
La Moderna La Moderna SA de CV Grupo 16 13 12
Chiquitin Nestleacute SA 13 12 12
Kelloggs Corn Flakes Kellogg Co 14 13 11
Choco Milk Bristol-Myers Squibb Co 14 13 11
Kelloggs Froot Loops Kellogg Co 1 1 1
San Marcos Pasteurizada Aguascalientes SA de CV 1 1 09
Santa Clara Santa Clara Productos Lacteos SA de CV 09 09 09
Nesquik Nestleacute SA 1 09 08
Cal-C-Tose Bristol-Myers Squibb Co 1 09 08
Fitness Cereal Partners Worldwide SA 08 08 08
Saladitas PepsiCo Inc 08 08 08
Yopli Sodiaal SA (Socieacuteteacute de Diffusion Internationale Agro-alimentaire)
08 08 07
Activia Danone Groupe 06 08 07
Emperador PepsiCo Inc 07 07 07
Nestleacute Corn Flakes Cereal Partners Worldwide SA 07 07 06
Barritas Bimbo SA de CV Grupo 06 06 06
Tang Kraft Foods Inc 06 06 06
PAGE 6
New Products
For 2009 there were 46 new functional foods products launched in Mexico Top new product
introductions are as follows
Under the functionalndashimmune system category 15 new products were launched The most new launch activity
was in the drinking yogurts and liquid cultured milk sub-category with five new products The flavored milk sub-
category saw three new product launches Baby juices and drinks had two new product launches followed by
growing-up milk (1-4 yrs) baby formula (6-12 months) baby formula (0-6 mths) white milk and hot cereals sub-
categories which each had one new product introduction
Thirty-one new functional-cardiovascular products were launched Both hot and cold cereals sub-categories
topped the list with the most new product launches at five each Following behind the sweet biscuitscookies sub-
category had four new product introductions Both chocolate tablets and bread amp bread products tied with three
new product launches each Two sauces and seasonings and two processed fish meat and egg products were
introduced under the ldquootherrdquo sub-category Margarine and other blends soy based drinks white milk dry soup and
nuts sub-categories each had one new product launch
Source Mintel
FortifiedFunctional Foods and Beverages New
Products Health Claims Breakdown for 2007
36
17
41
33 Cholesterol-lowering
Digestiveintestinal
health
Energy
General health and
wellbeing
Others
PAGE 7
BETTER FOR YOU FOODS
Consumer Trends
Overall the Mexican better-for-you food marketrsquos retail sales were US$3073 million in 2007 While Mexicos sales of better-for-you food sales remained relatively constant the better-for-you beverage sales dropped 7 from 2006 to 2007 The downturn in beverage sales could be attributed to a number of factors such as positive or negative changes in customer awareness reduction in consumer overall spending or a re-prioritizing of health-related expenditures
Reduced-fat and reduced-sugar became the most sought-after products by consumers concerned with their weight
Mexico is a domestic producer of all
sorts of fruit which are accessible to all
income segments
The fastest-growing products over the
past few years were fish and seafood
meat oils and fats milk cheese and
eggs Source Health and Wellness Food and Beverages Euromonitor International Note 2009 data is provisional and based on part-year estimates
Distribution
72 of naturally healthy
f o o d a n d b e v e r a g e s
p r e shy d o m i n a n t l y s o l d
through supermarkets
hypermarkets in 2007 a
steady decline since 2002
Source Health and Wellness Food and Beverages Euromonitor International
Better-For-You Sales Distribution breakdown
by Retail Outlet
2002 2003 2004 2005 2006 2007
Store-Based Retailing 100 100 100 100 100 100
SupermarketsHypermarkets 84 80 78 76 74 72
Discounters 12 13 14 15 16 16
Small Grocery Retailers 2 5 6 7 8 98
Convenience Stores 2 5 4 5 55 7
Independent Small Grocers - - 2 2 2 2
Forecourt Retailers - - - - 05 08
Other store-based retailing 2 2 2 2 2 23
Other Grocery Retailers 2 2 2 2 2 23
Non-Grocery Retailers - - - - - -
Non-Store Retailing - - - - - -
Vending - - - - - -
Homeshopping - - - - - -
Internet Retailing - - - - - -
Direct Selling - - - - - -
Mexico Better-For-You Market Sales
Growth for 2006-2007
126 125
405333
0
10
20
30
40
50
2006 2007
Year
Perc
en
tag
e Better-for-you
Packaged Food
Better-for-you
Beverages
PAGE 8
Companies and Brands
Of better-for-you food and beverages Coca Cola Co owned the largest company market share for 2007 at 21 The Danone Group held a good part of the business with 16 share as well as Pepsi Co which captured 152 of the Mexico market
The naturally healthy food and beverages category is dominated by Nestle SA with a 175 company share in 2007 Bimbo SA in second with 173 followed by Pepsi Co with 134 market share
Brand Shares (by Global Brand Name) Retail Sales breakdown
Brand Company name
(GBO) 2005 2006 2007
Diet Coke Coca-Cola Co The 158 143 145
Trident Cadbury Schweppes Plc
121 11 108
Leviteacute Danone Groupe 53 87 105
Be-light PepsiCo Inc 42 65 84
VitalineaVitasnellaTaillefine Danone Groupe
65 61 52
Ciel Coca-Cola Co The 16 34 45
Douglas PepsiCo Inc 34 37 38
Clight Kraft Foods Inc 41 37 37
Sveltesse Nestleacute SA 35 32 29
San Rafael Sigma Alimentos SA 37 32 28
Carnation Nestleacute SA 33 28 27
Zwan Sara Lee Corp 25 22 19
Noche Buena Sigma Alimentos SA de CV
19 17 16
Nescafeacute Nestleacute SA 19 17 15
Diet Pepsi PepsiCo Inc 19 15 13
Sprite Zero Coca-Cola Co The 12 14 12
Sabori Grupo Bafar 14 12 11
Pentildearanda Empacadora Campo Friacuteo SA de CV
14 12 11
Coca-Cola Zero Coca-Cola Co The - - 1
McCormick McCormick amp Co Inc 13 12 1
Bernina Empacadora Bernina SA de CV
13 11 1
Source Health and Wellness Sector Euromonitor International
PAGE 9
New Products
Over 2009 there were 1973 new better-for-you food products launched in Mexico Below are the
details concerning the top new product launches
There were 876 new products launched in the lownoreduced sugar sub-category Sweet biscuitscookies saw
134 new product launches followed by confiture and fruit spreads with 91 Gum had 89 new product launches
while fruit saw 39 new products Dairyrsquos ldquootherrdquo sub-category had 48 new products along with bakeries ldquootherrdquo
sub-category launching 40 new products Chocolate confectionaryrsquos ldquootherrdquo sub-category had 40 new product
launches Sugar and gum confectionaryrsquos ldquootherrdquo sub-category also had 41 product launches
There were 303 new products launched in the lownoreduced sodium sub-category Sweet biscuitscookies
were at the top of this category with 35 new product launches ldquoOtherrdquo snacks sub-category had 29 new product
launches followed by margarine and other blends with 27 new product launches Seasonings had 22 and cold
cereals had 21 new product introductions Seasonings and sauces ldquootherrdquo sub-category had 19 new product
introductions followed by sugary amp gum confectionary ldquootherrdquo sub-category with 18 new product launches Sweet
spreads ldquootherrdquo sub-category along with butter and meat products had 11 new product launches
There were 213 new products launched in the lownoreduced fat sub-category As in the previous category
cold cereals had 23 new product launches Flavoured milk and bread and bread products sub-categories each
had 18 new products White milk saw 16 new products followed by savourysalty snacks with 13 new products
and drinking yogurts and liquid cultured milk sub-category had 12 new product launches The seasonings and
sauces ldquootherrdquo category had 17 new product launches Bakery ldquootherrdquo had 12 new product launches Both the
poultry products and snackcerealenergy bar sub-categories had 6 new product launches each
There were 169 new products launched in the lownoreduced cholesterol sub-category At the top of this
category cold cereals saw the most new product launches with 23 Soy-based drinks and bread and bread
products categories had 20 new product launches each The oils and sweet biscuitscookies sub-categories with
17 and 16 new product launches respectively The margarine and other blends and savoury biscuitscrackers sub
-categories each had nine new product launches Nuts had three new product introductions followed by ricenut
grain and seed-based drinks with three new product launches
There were 80 new products launched in the lownoreduced carbs sub-category Both the sweet biscuits
cookies and savourysalty snacks sub-categories shared top spot for the most product launches with eight
each The dressings and vinegar
sub-category had seven new prod-
uct introductions followed by boiled
sweets and ldquootherrdquo sugar and gum
confectionery with six new product
launches each Meat snacks had
five new product launches while
confiture and fruit spreads and
other bakery sub-categories gained
four new product introductions
The pastilles gums jellies and
chews mayonnaise table sauces
and baking ingredien ts sub-
categories introduced three new
product launches each
Source Mintel
Better-For-You New Product Introductions
in 2009- Analysis by Claim
876
303213
16980
38
0
200
400
600
800
1000
Health Claim
Nu
mb
er
of
Pro
du
cts
Lownoreduced
Sugar
Lownoreduced
Sodium
Lownoreduced Fat
Lownoreduced
Cholesterol
Lownoreduced
Carbohydrates
Lownoreduced
Glycemic
PAGE 10
There were 38 new products launched in the lownoreduced glycemic sub-category Syrups saw
11 new product launches followed by sweet biscuitscookies sub-category had nine new product
launches The non-individually wrapped chocolate pieces boiled sweets and sweeteners and sugars
sub-categories had two product launches each Honey confiture and fruit spreads chocolate pastilles gums
jellies and chews and bakery ldquootherrdquo sub-categories each had one product launch
Consumer Trends
Meal replacementslimming products and herbal and traditional products were the most popular nutraceutical
purchases by the Mexican consumer in 2009 The Mexican meal replacementslimming products market has
grown from US$671 million in 2005 to over US$1024 million in 2009 The typical group of consumers interested in
meal replacementslimming products are high-income earners who make up a fraction of the total population
Powder versions of meal replacementslimming products are the most popular but are losing share to bars and
ready-to-drink types which are typically found in six packs
Vitamins and dietary supplements retail sales reached US$6389 million in 2009 and are expected to grow by
13 in constant value terms over the next few years In a comparative analysis of herbaltraditional supplements
versus standard supplements the herbaltraditional products are outselling slightly with approximately 1 growth
per year since 2005 Of the dietary supplements calcium was the top seller in 2008 however cod liver oil was the
fastest growing in popularity Multivitamins aimed at consumers in the lower income segments will remain the most
popular products
Sports nutrition product sales value remained relatively constant from 2006 to 2009 reaching US$1528 million in
2009 Of the various items that make up this category protein powder dominates with 72 of sales followed by
protein bars with 23 of sales
Interestingly nutraceuticals saw a drop in sales volume as opposed to sales value across the board in 2009 This may be attributed to the global economic downturn which affected consumers worldwide during this time frame
NUTRACEUTICALS
59
88
40
91
54
26
38
34
-22
57
64
18
Mexico Nutraceuticals Market Growth from 2007 to 2009
Vitamins and Dietary Supplements
Sports Nutrition
Meal ReplacementSlimming Products
Herbal and Traditional Products
Note 2009 data is provisional and based on part-year estimates
Source Health and Wellness Sector Euromonitor Internaitonal
PAGE 11
Distribution
136 of herbaltraditional products were sold in grocery retail and 673 were sold in nonshygrocery retail such as pharmacies 26 of vitamins and dietary supplements were sold in grocery retail while 461 sold in non-grocery retail settings
465 of sports nutrition products were purchased through non-grocery retail Direct selling contributed to the remaining volume with 40 of sales
In the slimming products category direct sale was the most popular purchasing option with 45 of sales in 2008 followed by Internet retail with 26 of sales
Companies and Brands
Unilever Groups Slim Fast product has been the dominant product brand in the slimming products category with 405 share in 2008 Herbalife Ltds Herbalife Thermosjetics is in second place with 10 of brand share in 2008 but has been in a slight decline since 2007
In the sports nutrition category Pro Winner from Pronat SA is the leading brand seizing 197 of market share in 2008 Nutrisa Sport from Nutrisa SA is second with 167 This is slightly above Universal by Universal which has 158 share It is important to note that two of the three leading brands have lost market share which appears to be cascading down to lesser players in this category
In the slimming products category the dominant supplier in 2008 was Unilever with 405 of the market followed by
Herbalife with a 139 share
In the vitamin and dietary supplements category the top brand share belongs to Dr Simi from Farmacias Similares SA at 82 surpassing its closest competitor Herbalilfe at 79 in 2008
Medications like Asenlix Xenical and Raductil are being considered by a growing number of Mexicans as alternative
methods for weight loss
Mexico Neutraceutical Sales Distribution breakdown by Retail Outlet
2003 2004 2005 2006 2007 2008
Store-Based Retailing 758 762 724 671 673 665
Grocery Retailers 136 136 144 159 17 172
Non-Grocery Retailers 622 626 579 512 503 493
ChemistsPharmacies 161 163 135 116 104 134
Parapharmacies148 152 144 131 128 94
Healthfood shops 258 256 246 223 223 22
Mass Merchandisers - - - - - -
Other Non-Grocery Retailers
55 55 54 43 48 46
Non-Store Retailing 242 238 276 329 327 335
Vending - - - - - -
Homeshopping - - 01 02 02 02
Internet Retailing 19 22 31 37 42 5
Direct Selling 223 216 244 29 282 283
Source Health and Wellness Sector Euromonitor International
PAGE 12
Company and Brand Market Share Retail Sales breakdown
Brand Company name (GBO) 2004 2005 2006 2007 2008
Slim Fast Unilever Group 32 35 4 42 46
Dr Simi Farmacias Similares SA de CV
48 48 44 42 42
Herbalife Herbalife Ltd 18 31 44 42 41
Pharmaton Boehringer Sohn CH 5 45 4 29 28
ProWinner Pronat SA de CV 0 32 28 27 26
Bedoyecta Laboratorios Grossman SA de CV
13 26 25 26 24
Herbalife ShapeWorks Herbalife Ltd 11 19 26 25 24
Nutrisa Sport Nutrisa SA de CV - 27 23 22 22
Universal Universal Nutrition Inc - 26 25 24 21
Biometrix Schering-Plough Corp 18 19 17 18 19
Aderogyl Sanofi-Aventis 23 21 19 18 18
Omnilife Omnilife SA de CV Grupo
05 11 14 16 16
OGSS Sport Nutrition OGSS SA de CV Grupo - 19 13 12 16
Diabion Merck KGaA 06 08 07 14 13
Centrum Wyeth 23 2 19 14 13
Herbalife Thermojetics Herbalife Ltd 06 09 12 12 11
Rocaltrol Bayer AG 13 13 11 1 11
Weider Weider Global Nutrition LLC
- 12 11 1 1
Caltrate Wyeth 15 12 1 1 1
Cell Activator Herbalife Ltd - - 11 1 1
New Products
Over 2009 there were 176 new nutraceutical products launched in Mexico Below are the details concerning the top
new products launches
There were 83 new products launched in the vitamin category Botanicalherbal products saw the most new
product releases with 16 followed by lowreducedno sugar all natural weight control and childrens (5-12) vitamins
There were 66 new products launched in the herbal supplements category The most product launches were
those claiming to be natural (no preservatives) and geared to specific demographics
There were 18 new products launched in the sports products category The most popular product claim within this
category was lownoreduced caloriesmdashas seen by 10 of the 18 new products Following in popularity were three
product claims of vitaminmineral fortification lownoreduced sodium and lownoreduced fat Apple grape and
lemon-lime were the popular flavours
There were six new products launched in the meal replacement category Of these all were in liquid form and all
claimed to be vitaminmineral fortified
There were only three new products launched in the slimming products category Two of these products are in
capsule form and one in liquid form
Source Health and Wellness Sector Euromonitor International
PAGE 13
Consumer Trends
Mexicorsquos organic marketplace is still in its infancy with 80 of local organic products being exported Nevertheless Mexican consumers have a positive perception about imported organic foods The organic food sector represents between 1 and 3 of the total food sector sales in Mexico However Mexican organic product retail sales have been gaining momentum rising approximately 25 per year since 2005 and reaching US$662 million in 2007
Mexico is considered to be the 5th-largest producer of organic agri-food products in the world It is estimated that at
least 50 of the domestic demand for organics is covered by imported products representing approximately US$360
million Most of the imported organic food products available in the Mexican market are processed food products The
main imported organic food products are bakery products dairy products beverages general grocery items (cereals
sauces oils tofu seasonings etc) desserts and sweet products and ready-to-eat pulses and seeds (flax rice beans
etc)
The main consumers of organics in Mexico are educated people from the medium and high income brackets that are
concerned about their health and the environment understand the claimed benefits of organics and have a high
purchasing power
ORGANICS
Source Health and Wellness Sector Euromonitor International NOTE Statistics unavailable for organic beverages in 2006
Mexican Organic Foods amp Beverages
Sales Growth over 2006-2007
39
57
31
0
1
2
3
4
5
6
2006 2007
Perc
en
tag
e (
)
Organic Packaged Food
Organic Beverages
PAGE 14
Distribution
The largest importerdistributor of organic food products in Mexico is Aires de Campo which handles over 600 imported and domestic products This company also has its own brand and store that sells directly to the public Other importerdisbributors are Distribuidora Promesa Smart Holding Mexico Marinter and Tendencia to name a few
Of the five main Mexican store chains that specialize in organics the Green Corner chain is the main one The
remaining are Yerbabuenamarket Origenes Organicos Ki-An and Purorganiko
Source Health and Wellness Euromonitor International
Organics Sales Distribution Analysis by Retail breakdown
2002 2003 2004 2005 2006 2007
Store-Based Retailing 100 100 100 100 100 100
SupermarketsHypermarkets 99 98 97 95 93 90
Discounters - - - - - -
Small Grocery Retailers 1 15 19 36 55 69
Convenience Stores - - - - - -
Independent Small Grocers 1 15 19 36 55 69
Forecourt Retailers - - - - - -
Other store-based retailing - 05 11 14 15 31
Other Grocery Retailers - - - - - -
Non-Grocery Retailers - 05 11 14 15 31
Non-Store Retailing - - - - - -
Vending - - - - - -
Homeshopping - - - - - -
Internet Retailing - - - - - -
Direct Selling - - - - - -
PAGE 15
Companies and Brands
New Products
Over 2009 there were 105 new organic food products launched in Mexico Below are the products listed by category
There were 32 new products launched in the sauces and seasonings category The seasonings sub-category launched 21
new products followed by the ldquootherrdquo sub category with 11 new product launches
There were 13 new products launched in the chocolate confectionery category The chocolate tablets sub-category
launched nine new products and the non-individually wrapped chocolate pieces sub-category saw four new products
introduced
There were 12 new products launched in the fruits and vegetables category The vegetable sub-category saw eight new
products introduced and the fruits sub-category saw four new product launches
There were 10 new products launched in the sweet spreads category The confiture and fruit spreads sub-category saw four
new product launches the honey sub-category saw three new products launched as did the ldquootherrdquo sub-category
There were nine new products launched in the snacks category The snackcerealenergy bars sub-category introduced four
new products the ldquootherrdquo sub-category launched five new snacks
Company and Brand Shares Retail Sales breakdown
Brand Company name (GBO) 2005 2006 2007
Del Rancho Unifoods SA de CV
617 633 643
Biorganic Unifoods SA de CV 165 17 168
Silk Dean Foods Co 56 58 88
Aires de Campo Aires de Campo SA de CV 88 61 12
Avaacutendaro Agrocultivos de Valle de Bravo SA de CV 08 09 1
St Dalfour St Dalfour Fregraveres - - 07
Pasa Organico Panamericana Abarrotera SA de CV - - 07
Blasoacuten Intercafeacute SA de CV - - 02
Tierra Grande Desarrollo Agropecuario Bravo SA de CV 02 02 02
Others Others 64 66 62 Source Health and Wellness Food and Beverages Euromonitor International
PAGE 18
There were eight new products launched in the dairy category The white milk sub-category introduced
three new products and the ldquootherrdquo sub-category launched five new products
There were seven new products launched in the breakfast cereal category The cold cereals sub-
category had six new product introductions and the ldquootherrdquo sub-category had one new breakfast cereal new product intro-
duction
There were 6 new products launched in the bakery category The other sub-category was the sole sub-category with new
product introductions
The soup category and the savoury spreads category each had two product launches in the ldquootherrdquo sub-category
Source Mintel
Mexico Organic Foods
Number of New Product Introductions for 2009
32
13
12
9
6
10
8
7
Sauces and Seasonings
Chocolate confectionary
Fruits and Vegetables
Snacks
Bakery
Sw eet Spreads
Dairy
Breakfast Cereal
PAGE 19
This report analyses the market for health and wellness food and beverages in Mexico For the purposes of this
study the market has been defined as follows
Functional FoodsmdashItems to which health ingredients have been added These functional foods and beverages
should have a specific physiological function andor are enhanced with added ingredients not normally found in the
product providing health benefits beyond their nutritional value The categories covered in this segment are
added calcium functional digestive functional immune system functional bone health and vitaminmineral
fortified
Better-For-You FoodsmdashThe category includes packaged food and beverage products where the amount of a
substance considered to be less healthy (fat sugar salt carbohydrates) has been actively reduced during pro-
duction To qualify for inclusion in this category the ldquoless healthyrdquo element of the food stuff needs to have been
actively removed or substituted during the processing This should form part of the positioningmarketing of the
product Products which are naturally fatsugarcarbohydrate-free are not included The categories covered in this
segment are lownoreduced fat lownoreduced sugar lownoreduced sodium lownoreduced glycemic and
nolowreduced cholesterol
NutraceuticalsmdashNatural substances are found in food which have medicinal properties to treat or prevent certain
diseases These natural substances can be added to the diet by increasing consumption of certain foods or can
be taken as nutritional supplements Products typically claim to prevent chronic diseases improve health delay
the aging process and increase life expectancy The categories covered in this segment are vitamins sports
products herbal supplements and meal replacement slimming products
OrganicmdashProducts that are certified organic by an approved certification body Depending on the country such
products are called ldquoorganicrdquo ldquobiologicalrdquo or ldquoecologicalrdquo
The usage of the above categories are taken from both Euromonitor International and Mintel These groupings
represent globally accepted classification and product identification for the purpose of data collection
ANNEX ldquoArdquo DEFINITIONS
Health and Wellness in Mexico copy Her Majesty the Queen in Right of Canada 2010 ISSN 1920-6593 Market Indicator Report AAFC No 11204E Photo Credits All Photographs reproduced in this publication are used by permission of the rights holders All images unless otherwise noted are copyright Her Majesty the Queen in Right of Canada
For additional copies of this publication or to request an alternate format please contact Agriculture and Agri-Food Canada 1341 Baseline Road Tower 5 4th floor Ottawa ON Canada K1A 0C5 E-mail infoserviceagrgcca
Aussi disponible en franccedilais sous le titre Les produits de santeacute et de mieux-ecirctre au Mexique
The Government of Canada has prepared this report based on primary and secondary sources of information Although every effort has been made to ensure that the information is accurate Agriculture and Agri-Food Canada assumes no liability for any actions taken based on the information contained herein
PAGE 3
Mexican Food and Beverage Retail SalesmdashUS $ Millions
2003 2004 2005 2006 2007
Organic Food and Beverages 2 2 575 597 662
FortifiedFunctional Food and Bev-erages
65663 70983 74422 80271 86969
Better for you Food and Beverages 10487 1236 20287 25158 3008
Source Health and Wellness Sector Euromonitor International
Mexican Nutritionals Retail SalesmdashUS $ Millions
2003 2004 2005 2006 2007 2008
Vitamins and dietary supplements 3781 4177 5153 6912 7305 7442
Herbaltraditional products 2595 2732 3016 3437 3699 2891
Slimming products 84 907 1157 144 1547 1637
Sports nutrition 1503 1594 1692 1802 1869 1919
Source Health and Wellness Sector Euromonitor International
Mexican Health and Wellness Retail Sales - US$ Millions
2003 2004 2005 2006 2007 2008
Health and Wellness - Nutritionals
8642 9325 1092 13204 13984 14446
Health and Wellness - Food and Beverage
62576 92382 10176 115975 128367 142779
Source Health and Wellness Euromonitor from trade sourcesnational statistics
MARKET DATA
FORTIFIEDFUNCTIONAL FOODS
PAGE 4
Consumer Trends
The Mexican fortifiedfunctional market retail sales were US$8696 million in 2007 up from US$8027 million in
2006 the positioning of fortifiedfunctional products remained stable from 2006 to 2007 with the exception of those
in the cholesterol-lowering category which saw sales double from 15 in 2006 to 3 in 2007
The power of brands and brand loyalty in Mexico has been historically strong
Rural lower-income consumers will choose ldquocheaperrdquo soft drinks while urban higher-income consumers tend to
choose the more expensive healthier vitamin water
Distribution
While supermarkets hypermarkets are the most popular mode of distribution for health and wellness food and
beverages their share has been gradually declining from 98 in 2003 to 90 in 2007 Independent small grocer
sources are growing and ranked second in popularity at 69 The non-grocery retailers share is also growing
slowly capturing 31 market share in 2007
48 of fortified functional food and beverage products were distributed through supermarketshypermarkets in
2007
Source Health and Wellness Euromonitor International
Functional Food Sales Distribution breakdown by Retail Outlet
2002 2003 2004 2005 2006 2007
Store-Based Retailing 100 100 100 995 99 985
SupermarketsHypermarkets 48 475 47 475 48 48
Discounters 17 17 17 175 18 185
Small Grocery Retailers 32 32 33 31 295 28
Convenience Stores 3 3 5 7 7 8
Independent Small Grocers 28 28 27 22 195 17
Forecourt Retailers 1 1 1 2 3 3
Other store-based retailing 3 35 3 35 35 4
Other Grocery Retailers 3 35 3 35 35 4
Non-Grocery Retailers - - - - - -
Non-Store Retailing - - - 05 1 15
Vending - - - 05 1 15
Homeshopping - - - - - -
Internet Retailing - - - - - -
Direct Selling - - - - - -
PAGE 5
Companies and Brands
Source Health and Wellness Food and Beverages Euromonitor International
Brand Shares (by Global Brand Name) - Retail Sales breakdown
Brand Company name (GBO) 2005 2006 2007
Lala Industrial Lala SA de CV Grupo 13 126 124
Alpura Ganaderos Productores de Leche Pura SA de CV
99 95 94
Yakult Yakult Honsha Co Ltd 35 35 33
Leche Liconsa Liconsa SA de CV 36 34 3
Sello Rojo Lechera Guadalajara SA de CV 28 27 27
Boreal Industrial Lala SA de CV Grupo 31 28 26
Nido Nestleacute SA 18 19 21
Boing Sociedad Cooperativa Trabajadores de Pascual SCL
17 19 2
Kelloggs Coco Pops Kellogg Co 19 19 19
Sveltesse Nestleacute SA 16 17 18
Kelloggs Frosties Kellogg Co 15 15 15
Pau Pau Jumex SA de CV Grupo 13 14 15
Halls Cadbury Schweppes Plc 16 15 15
Kelloggs Special K Kellogg Co 13 14 15
Frutsi Administracioacuten SAPI SA de CV - - 14
Danonino Danone Groupe 13 13 13
Nutri Leche Industrial Lala SA de CV Grupo 15 13 12
La Moderna La Moderna SA de CV Grupo 16 13 12
Chiquitin Nestleacute SA 13 12 12
Kelloggs Corn Flakes Kellogg Co 14 13 11
Choco Milk Bristol-Myers Squibb Co 14 13 11
Kelloggs Froot Loops Kellogg Co 1 1 1
San Marcos Pasteurizada Aguascalientes SA de CV 1 1 09
Santa Clara Santa Clara Productos Lacteos SA de CV 09 09 09
Nesquik Nestleacute SA 1 09 08
Cal-C-Tose Bristol-Myers Squibb Co 1 09 08
Fitness Cereal Partners Worldwide SA 08 08 08
Saladitas PepsiCo Inc 08 08 08
Yopli Sodiaal SA (Socieacuteteacute de Diffusion Internationale Agro-alimentaire)
08 08 07
Activia Danone Groupe 06 08 07
Emperador PepsiCo Inc 07 07 07
Nestleacute Corn Flakes Cereal Partners Worldwide SA 07 07 06
Barritas Bimbo SA de CV Grupo 06 06 06
Tang Kraft Foods Inc 06 06 06
PAGE 6
New Products
For 2009 there were 46 new functional foods products launched in Mexico Top new product
introductions are as follows
Under the functionalndashimmune system category 15 new products were launched The most new launch activity
was in the drinking yogurts and liquid cultured milk sub-category with five new products The flavored milk sub-
category saw three new product launches Baby juices and drinks had two new product launches followed by
growing-up milk (1-4 yrs) baby formula (6-12 months) baby formula (0-6 mths) white milk and hot cereals sub-
categories which each had one new product introduction
Thirty-one new functional-cardiovascular products were launched Both hot and cold cereals sub-categories
topped the list with the most new product launches at five each Following behind the sweet biscuitscookies sub-
category had four new product introductions Both chocolate tablets and bread amp bread products tied with three
new product launches each Two sauces and seasonings and two processed fish meat and egg products were
introduced under the ldquootherrdquo sub-category Margarine and other blends soy based drinks white milk dry soup and
nuts sub-categories each had one new product launch
Source Mintel
FortifiedFunctional Foods and Beverages New
Products Health Claims Breakdown for 2007
36
17
41
33 Cholesterol-lowering
Digestiveintestinal
health
Energy
General health and
wellbeing
Others
PAGE 7
BETTER FOR YOU FOODS
Consumer Trends
Overall the Mexican better-for-you food marketrsquos retail sales were US$3073 million in 2007 While Mexicos sales of better-for-you food sales remained relatively constant the better-for-you beverage sales dropped 7 from 2006 to 2007 The downturn in beverage sales could be attributed to a number of factors such as positive or negative changes in customer awareness reduction in consumer overall spending or a re-prioritizing of health-related expenditures
Reduced-fat and reduced-sugar became the most sought-after products by consumers concerned with their weight
Mexico is a domestic producer of all
sorts of fruit which are accessible to all
income segments
The fastest-growing products over the
past few years were fish and seafood
meat oils and fats milk cheese and
eggs Source Health and Wellness Food and Beverages Euromonitor International Note 2009 data is provisional and based on part-year estimates
Distribution
72 of naturally healthy
f o o d a n d b e v e r a g e s
p r e shy d o m i n a n t l y s o l d
through supermarkets
hypermarkets in 2007 a
steady decline since 2002
Source Health and Wellness Food and Beverages Euromonitor International
Better-For-You Sales Distribution breakdown
by Retail Outlet
2002 2003 2004 2005 2006 2007
Store-Based Retailing 100 100 100 100 100 100
SupermarketsHypermarkets 84 80 78 76 74 72
Discounters 12 13 14 15 16 16
Small Grocery Retailers 2 5 6 7 8 98
Convenience Stores 2 5 4 5 55 7
Independent Small Grocers - - 2 2 2 2
Forecourt Retailers - - - - 05 08
Other store-based retailing 2 2 2 2 2 23
Other Grocery Retailers 2 2 2 2 2 23
Non-Grocery Retailers - - - - - -
Non-Store Retailing - - - - - -
Vending - - - - - -
Homeshopping - - - - - -
Internet Retailing - - - - - -
Direct Selling - - - - - -
Mexico Better-For-You Market Sales
Growth for 2006-2007
126 125
405333
0
10
20
30
40
50
2006 2007
Year
Perc
en
tag
e Better-for-you
Packaged Food
Better-for-you
Beverages
PAGE 8
Companies and Brands
Of better-for-you food and beverages Coca Cola Co owned the largest company market share for 2007 at 21 The Danone Group held a good part of the business with 16 share as well as Pepsi Co which captured 152 of the Mexico market
The naturally healthy food and beverages category is dominated by Nestle SA with a 175 company share in 2007 Bimbo SA in second with 173 followed by Pepsi Co with 134 market share
Brand Shares (by Global Brand Name) Retail Sales breakdown
Brand Company name
(GBO) 2005 2006 2007
Diet Coke Coca-Cola Co The 158 143 145
Trident Cadbury Schweppes Plc
121 11 108
Leviteacute Danone Groupe 53 87 105
Be-light PepsiCo Inc 42 65 84
VitalineaVitasnellaTaillefine Danone Groupe
65 61 52
Ciel Coca-Cola Co The 16 34 45
Douglas PepsiCo Inc 34 37 38
Clight Kraft Foods Inc 41 37 37
Sveltesse Nestleacute SA 35 32 29
San Rafael Sigma Alimentos SA 37 32 28
Carnation Nestleacute SA 33 28 27
Zwan Sara Lee Corp 25 22 19
Noche Buena Sigma Alimentos SA de CV
19 17 16
Nescafeacute Nestleacute SA 19 17 15
Diet Pepsi PepsiCo Inc 19 15 13
Sprite Zero Coca-Cola Co The 12 14 12
Sabori Grupo Bafar 14 12 11
Pentildearanda Empacadora Campo Friacuteo SA de CV
14 12 11
Coca-Cola Zero Coca-Cola Co The - - 1
McCormick McCormick amp Co Inc 13 12 1
Bernina Empacadora Bernina SA de CV
13 11 1
Source Health and Wellness Sector Euromonitor International
PAGE 9
New Products
Over 2009 there were 1973 new better-for-you food products launched in Mexico Below are the
details concerning the top new product launches
There were 876 new products launched in the lownoreduced sugar sub-category Sweet biscuitscookies saw
134 new product launches followed by confiture and fruit spreads with 91 Gum had 89 new product launches
while fruit saw 39 new products Dairyrsquos ldquootherrdquo sub-category had 48 new products along with bakeries ldquootherrdquo
sub-category launching 40 new products Chocolate confectionaryrsquos ldquootherrdquo sub-category had 40 new product
launches Sugar and gum confectionaryrsquos ldquootherrdquo sub-category also had 41 product launches
There were 303 new products launched in the lownoreduced sodium sub-category Sweet biscuitscookies
were at the top of this category with 35 new product launches ldquoOtherrdquo snacks sub-category had 29 new product
launches followed by margarine and other blends with 27 new product launches Seasonings had 22 and cold
cereals had 21 new product introductions Seasonings and sauces ldquootherrdquo sub-category had 19 new product
introductions followed by sugary amp gum confectionary ldquootherrdquo sub-category with 18 new product launches Sweet
spreads ldquootherrdquo sub-category along with butter and meat products had 11 new product launches
There were 213 new products launched in the lownoreduced fat sub-category As in the previous category
cold cereals had 23 new product launches Flavoured milk and bread and bread products sub-categories each
had 18 new products White milk saw 16 new products followed by savourysalty snacks with 13 new products
and drinking yogurts and liquid cultured milk sub-category had 12 new product launches The seasonings and
sauces ldquootherrdquo category had 17 new product launches Bakery ldquootherrdquo had 12 new product launches Both the
poultry products and snackcerealenergy bar sub-categories had 6 new product launches each
There were 169 new products launched in the lownoreduced cholesterol sub-category At the top of this
category cold cereals saw the most new product launches with 23 Soy-based drinks and bread and bread
products categories had 20 new product launches each The oils and sweet biscuitscookies sub-categories with
17 and 16 new product launches respectively The margarine and other blends and savoury biscuitscrackers sub
-categories each had nine new product launches Nuts had three new product introductions followed by ricenut
grain and seed-based drinks with three new product launches
There were 80 new products launched in the lownoreduced carbs sub-category Both the sweet biscuits
cookies and savourysalty snacks sub-categories shared top spot for the most product launches with eight
each The dressings and vinegar
sub-category had seven new prod-
uct introductions followed by boiled
sweets and ldquootherrdquo sugar and gum
confectionery with six new product
launches each Meat snacks had
five new product launches while
confiture and fruit spreads and
other bakery sub-categories gained
four new product introductions
The pastilles gums jellies and
chews mayonnaise table sauces
and baking ingredien ts sub-
categories introduced three new
product launches each
Source Mintel
Better-For-You New Product Introductions
in 2009- Analysis by Claim
876
303213
16980
38
0
200
400
600
800
1000
Health Claim
Nu
mb
er
of
Pro
du
cts
Lownoreduced
Sugar
Lownoreduced
Sodium
Lownoreduced Fat
Lownoreduced
Cholesterol
Lownoreduced
Carbohydrates
Lownoreduced
Glycemic
PAGE 10
There were 38 new products launched in the lownoreduced glycemic sub-category Syrups saw
11 new product launches followed by sweet biscuitscookies sub-category had nine new product
launches The non-individually wrapped chocolate pieces boiled sweets and sweeteners and sugars
sub-categories had two product launches each Honey confiture and fruit spreads chocolate pastilles gums
jellies and chews and bakery ldquootherrdquo sub-categories each had one product launch
Consumer Trends
Meal replacementslimming products and herbal and traditional products were the most popular nutraceutical
purchases by the Mexican consumer in 2009 The Mexican meal replacementslimming products market has
grown from US$671 million in 2005 to over US$1024 million in 2009 The typical group of consumers interested in
meal replacementslimming products are high-income earners who make up a fraction of the total population
Powder versions of meal replacementslimming products are the most popular but are losing share to bars and
ready-to-drink types which are typically found in six packs
Vitamins and dietary supplements retail sales reached US$6389 million in 2009 and are expected to grow by
13 in constant value terms over the next few years In a comparative analysis of herbaltraditional supplements
versus standard supplements the herbaltraditional products are outselling slightly with approximately 1 growth
per year since 2005 Of the dietary supplements calcium was the top seller in 2008 however cod liver oil was the
fastest growing in popularity Multivitamins aimed at consumers in the lower income segments will remain the most
popular products
Sports nutrition product sales value remained relatively constant from 2006 to 2009 reaching US$1528 million in
2009 Of the various items that make up this category protein powder dominates with 72 of sales followed by
protein bars with 23 of sales
Interestingly nutraceuticals saw a drop in sales volume as opposed to sales value across the board in 2009 This may be attributed to the global economic downturn which affected consumers worldwide during this time frame
NUTRACEUTICALS
59
88
40
91
54
26
38
34
-22
57
64
18
Mexico Nutraceuticals Market Growth from 2007 to 2009
Vitamins and Dietary Supplements
Sports Nutrition
Meal ReplacementSlimming Products
Herbal and Traditional Products
Note 2009 data is provisional and based on part-year estimates
Source Health and Wellness Sector Euromonitor Internaitonal
PAGE 11
Distribution
136 of herbaltraditional products were sold in grocery retail and 673 were sold in nonshygrocery retail such as pharmacies 26 of vitamins and dietary supplements were sold in grocery retail while 461 sold in non-grocery retail settings
465 of sports nutrition products were purchased through non-grocery retail Direct selling contributed to the remaining volume with 40 of sales
In the slimming products category direct sale was the most popular purchasing option with 45 of sales in 2008 followed by Internet retail with 26 of sales
Companies and Brands
Unilever Groups Slim Fast product has been the dominant product brand in the slimming products category with 405 share in 2008 Herbalife Ltds Herbalife Thermosjetics is in second place with 10 of brand share in 2008 but has been in a slight decline since 2007
In the sports nutrition category Pro Winner from Pronat SA is the leading brand seizing 197 of market share in 2008 Nutrisa Sport from Nutrisa SA is second with 167 This is slightly above Universal by Universal which has 158 share It is important to note that two of the three leading brands have lost market share which appears to be cascading down to lesser players in this category
In the slimming products category the dominant supplier in 2008 was Unilever with 405 of the market followed by
Herbalife with a 139 share
In the vitamin and dietary supplements category the top brand share belongs to Dr Simi from Farmacias Similares SA at 82 surpassing its closest competitor Herbalilfe at 79 in 2008
Medications like Asenlix Xenical and Raductil are being considered by a growing number of Mexicans as alternative
methods for weight loss
Mexico Neutraceutical Sales Distribution breakdown by Retail Outlet
2003 2004 2005 2006 2007 2008
Store-Based Retailing 758 762 724 671 673 665
Grocery Retailers 136 136 144 159 17 172
Non-Grocery Retailers 622 626 579 512 503 493
ChemistsPharmacies 161 163 135 116 104 134
Parapharmacies148 152 144 131 128 94
Healthfood shops 258 256 246 223 223 22
Mass Merchandisers - - - - - -
Other Non-Grocery Retailers
55 55 54 43 48 46
Non-Store Retailing 242 238 276 329 327 335
Vending - - - - - -
Homeshopping - - 01 02 02 02
Internet Retailing 19 22 31 37 42 5
Direct Selling 223 216 244 29 282 283
Source Health and Wellness Sector Euromonitor International
PAGE 12
Company and Brand Market Share Retail Sales breakdown
Brand Company name (GBO) 2004 2005 2006 2007 2008
Slim Fast Unilever Group 32 35 4 42 46
Dr Simi Farmacias Similares SA de CV
48 48 44 42 42
Herbalife Herbalife Ltd 18 31 44 42 41
Pharmaton Boehringer Sohn CH 5 45 4 29 28
ProWinner Pronat SA de CV 0 32 28 27 26
Bedoyecta Laboratorios Grossman SA de CV
13 26 25 26 24
Herbalife ShapeWorks Herbalife Ltd 11 19 26 25 24
Nutrisa Sport Nutrisa SA de CV - 27 23 22 22
Universal Universal Nutrition Inc - 26 25 24 21
Biometrix Schering-Plough Corp 18 19 17 18 19
Aderogyl Sanofi-Aventis 23 21 19 18 18
Omnilife Omnilife SA de CV Grupo
05 11 14 16 16
OGSS Sport Nutrition OGSS SA de CV Grupo - 19 13 12 16
Diabion Merck KGaA 06 08 07 14 13
Centrum Wyeth 23 2 19 14 13
Herbalife Thermojetics Herbalife Ltd 06 09 12 12 11
Rocaltrol Bayer AG 13 13 11 1 11
Weider Weider Global Nutrition LLC
- 12 11 1 1
Caltrate Wyeth 15 12 1 1 1
Cell Activator Herbalife Ltd - - 11 1 1
New Products
Over 2009 there were 176 new nutraceutical products launched in Mexico Below are the details concerning the top
new products launches
There were 83 new products launched in the vitamin category Botanicalherbal products saw the most new
product releases with 16 followed by lowreducedno sugar all natural weight control and childrens (5-12) vitamins
There were 66 new products launched in the herbal supplements category The most product launches were
those claiming to be natural (no preservatives) and geared to specific demographics
There were 18 new products launched in the sports products category The most popular product claim within this
category was lownoreduced caloriesmdashas seen by 10 of the 18 new products Following in popularity were three
product claims of vitaminmineral fortification lownoreduced sodium and lownoreduced fat Apple grape and
lemon-lime were the popular flavours
There were six new products launched in the meal replacement category Of these all were in liquid form and all
claimed to be vitaminmineral fortified
There were only three new products launched in the slimming products category Two of these products are in
capsule form and one in liquid form
Source Health and Wellness Sector Euromonitor International
PAGE 13
Consumer Trends
Mexicorsquos organic marketplace is still in its infancy with 80 of local organic products being exported Nevertheless Mexican consumers have a positive perception about imported organic foods The organic food sector represents between 1 and 3 of the total food sector sales in Mexico However Mexican organic product retail sales have been gaining momentum rising approximately 25 per year since 2005 and reaching US$662 million in 2007
Mexico is considered to be the 5th-largest producer of organic agri-food products in the world It is estimated that at
least 50 of the domestic demand for organics is covered by imported products representing approximately US$360
million Most of the imported organic food products available in the Mexican market are processed food products The
main imported organic food products are bakery products dairy products beverages general grocery items (cereals
sauces oils tofu seasonings etc) desserts and sweet products and ready-to-eat pulses and seeds (flax rice beans
etc)
The main consumers of organics in Mexico are educated people from the medium and high income brackets that are
concerned about their health and the environment understand the claimed benefits of organics and have a high
purchasing power
ORGANICS
Source Health and Wellness Sector Euromonitor International NOTE Statistics unavailable for organic beverages in 2006
Mexican Organic Foods amp Beverages
Sales Growth over 2006-2007
39
57
31
0
1
2
3
4
5
6
2006 2007
Perc
en
tag
e (
)
Organic Packaged Food
Organic Beverages
PAGE 14
Distribution
The largest importerdistributor of organic food products in Mexico is Aires de Campo which handles over 600 imported and domestic products This company also has its own brand and store that sells directly to the public Other importerdisbributors are Distribuidora Promesa Smart Holding Mexico Marinter and Tendencia to name a few
Of the five main Mexican store chains that specialize in organics the Green Corner chain is the main one The
remaining are Yerbabuenamarket Origenes Organicos Ki-An and Purorganiko
Source Health and Wellness Euromonitor International
Organics Sales Distribution Analysis by Retail breakdown
2002 2003 2004 2005 2006 2007
Store-Based Retailing 100 100 100 100 100 100
SupermarketsHypermarkets 99 98 97 95 93 90
Discounters - - - - - -
Small Grocery Retailers 1 15 19 36 55 69
Convenience Stores - - - - - -
Independent Small Grocers 1 15 19 36 55 69
Forecourt Retailers - - - - - -
Other store-based retailing - 05 11 14 15 31
Other Grocery Retailers - - - - - -
Non-Grocery Retailers - 05 11 14 15 31
Non-Store Retailing - - - - - -
Vending - - - - - -
Homeshopping - - - - - -
Internet Retailing - - - - - -
Direct Selling - - - - - -
PAGE 15
Companies and Brands
New Products
Over 2009 there were 105 new organic food products launched in Mexico Below are the products listed by category
There were 32 new products launched in the sauces and seasonings category The seasonings sub-category launched 21
new products followed by the ldquootherrdquo sub category with 11 new product launches
There were 13 new products launched in the chocolate confectionery category The chocolate tablets sub-category
launched nine new products and the non-individually wrapped chocolate pieces sub-category saw four new products
introduced
There were 12 new products launched in the fruits and vegetables category The vegetable sub-category saw eight new
products introduced and the fruits sub-category saw four new product launches
There were 10 new products launched in the sweet spreads category The confiture and fruit spreads sub-category saw four
new product launches the honey sub-category saw three new products launched as did the ldquootherrdquo sub-category
There were nine new products launched in the snacks category The snackcerealenergy bars sub-category introduced four
new products the ldquootherrdquo sub-category launched five new snacks
Company and Brand Shares Retail Sales breakdown
Brand Company name (GBO) 2005 2006 2007
Del Rancho Unifoods SA de CV
617 633 643
Biorganic Unifoods SA de CV 165 17 168
Silk Dean Foods Co 56 58 88
Aires de Campo Aires de Campo SA de CV 88 61 12
Avaacutendaro Agrocultivos de Valle de Bravo SA de CV 08 09 1
St Dalfour St Dalfour Fregraveres - - 07
Pasa Organico Panamericana Abarrotera SA de CV - - 07
Blasoacuten Intercafeacute SA de CV - - 02
Tierra Grande Desarrollo Agropecuario Bravo SA de CV 02 02 02
Others Others 64 66 62 Source Health and Wellness Food and Beverages Euromonitor International
PAGE 18
There were eight new products launched in the dairy category The white milk sub-category introduced
three new products and the ldquootherrdquo sub-category launched five new products
There were seven new products launched in the breakfast cereal category The cold cereals sub-
category had six new product introductions and the ldquootherrdquo sub-category had one new breakfast cereal new product intro-
duction
There were 6 new products launched in the bakery category The other sub-category was the sole sub-category with new
product introductions
The soup category and the savoury spreads category each had two product launches in the ldquootherrdquo sub-category
Source Mintel
Mexico Organic Foods
Number of New Product Introductions for 2009
32
13
12
9
6
10
8
7
Sauces and Seasonings
Chocolate confectionary
Fruits and Vegetables
Snacks
Bakery
Sw eet Spreads
Dairy
Breakfast Cereal
PAGE 19
This report analyses the market for health and wellness food and beverages in Mexico For the purposes of this
study the market has been defined as follows
Functional FoodsmdashItems to which health ingredients have been added These functional foods and beverages
should have a specific physiological function andor are enhanced with added ingredients not normally found in the
product providing health benefits beyond their nutritional value The categories covered in this segment are
added calcium functional digestive functional immune system functional bone health and vitaminmineral
fortified
Better-For-You FoodsmdashThe category includes packaged food and beverage products where the amount of a
substance considered to be less healthy (fat sugar salt carbohydrates) has been actively reduced during pro-
duction To qualify for inclusion in this category the ldquoless healthyrdquo element of the food stuff needs to have been
actively removed or substituted during the processing This should form part of the positioningmarketing of the
product Products which are naturally fatsugarcarbohydrate-free are not included The categories covered in this
segment are lownoreduced fat lownoreduced sugar lownoreduced sodium lownoreduced glycemic and
nolowreduced cholesterol
NutraceuticalsmdashNatural substances are found in food which have medicinal properties to treat or prevent certain
diseases These natural substances can be added to the diet by increasing consumption of certain foods or can
be taken as nutritional supplements Products typically claim to prevent chronic diseases improve health delay
the aging process and increase life expectancy The categories covered in this segment are vitamins sports
products herbal supplements and meal replacement slimming products
OrganicmdashProducts that are certified organic by an approved certification body Depending on the country such
products are called ldquoorganicrdquo ldquobiologicalrdquo or ldquoecologicalrdquo
The usage of the above categories are taken from both Euromonitor International and Mintel These groupings
represent globally accepted classification and product identification for the purpose of data collection
ANNEX ldquoArdquo DEFINITIONS
Health and Wellness in Mexico copy Her Majesty the Queen in Right of Canada 2010 ISSN 1920-6593 Market Indicator Report AAFC No 11204E Photo Credits All Photographs reproduced in this publication are used by permission of the rights holders All images unless otherwise noted are copyright Her Majesty the Queen in Right of Canada
For additional copies of this publication or to request an alternate format please contact Agriculture and Agri-Food Canada 1341 Baseline Road Tower 5 4th floor Ottawa ON Canada K1A 0C5 E-mail infoserviceagrgcca
Aussi disponible en franccedilais sous le titre Les produits de santeacute et de mieux-ecirctre au Mexique
The Government of Canada has prepared this report based on primary and secondary sources of information Although every effort has been made to ensure that the information is accurate Agriculture and Agri-Food Canada assumes no liability for any actions taken based on the information contained herein
FORTIFIEDFUNCTIONAL FOODS
PAGE 4
Consumer Trends
The Mexican fortifiedfunctional market retail sales were US$8696 million in 2007 up from US$8027 million in
2006 the positioning of fortifiedfunctional products remained stable from 2006 to 2007 with the exception of those
in the cholesterol-lowering category which saw sales double from 15 in 2006 to 3 in 2007
The power of brands and brand loyalty in Mexico has been historically strong
Rural lower-income consumers will choose ldquocheaperrdquo soft drinks while urban higher-income consumers tend to
choose the more expensive healthier vitamin water
Distribution
While supermarkets hypermarkets are the most popular mode of distribution for health and wellness food and
beverages their share has been gradually declining from 98 in 2003 to 90 in 2007 Independent small grocer
sources are growing and ranked second in popularity at 69 The non-grocery retailers share is also growing
slowly capturing 31 market share in 2007
48 of fortified functional food and beverage products were distributed through supermarketshypermarkets in
2007
Source Health and Wellness Euromonitor International
Functional Food Sales Distribution breakdown by Retail Outlet
2002 2003 2004 2005 2006 2007
Store-Based Retailing 100 100 100 995 99 985
SupermarketsHypermarkets 48 475 47 475 48 48
Discounters 17 17 17 175 18 185
Small Grocery Retailers 32 32 33 31 295 28
Convenience Stores 3 3 5 7 7 8
Independent Small Grocers 28 28 27 22 195 17
Forecourt Retailers 1 1 1 2 3 3
Other store-based retailing 3 35 3 35 35 4
Other Grocery Retailers 3 35 3 35 35 4
Non-Grocery Retailers - - - - - -
Non-Store Retailing - - - 05 1 15
Vending - - - 05 1 15
Homeshopping - - - - - -
Internet Retailing - - - - - -
Direct Selling - - - - - -
PAGE 5
Companies and Brands
Source Health and Wellness Food and Beverages Euromonitor International
Brand Shares (by Global Brand Name) - Retail Sales breakdown
Brand Company name (GBO) 2005 2006 2007
Lala Industrial Lala SA de CV Grupo 13 126 124
Alpura Ganaderos Productores de Leche Pura SA de CV
99 95 94
Yakult Yakult Honsha Co Ltd 35 35 33
Leche Liconsa Liconsa SA de CV 36 34 3
Sello Rojo Lechera Guadalajara SA de CV 28 27 27
Boreal Industrial Lala SA de CV Grupo 31 28 26
Nido Nestleacute SA 18 19 21
Boing Sociedad Cooperativa Trabajadores de Pascual SCL
17 19 2
Kelloggs Coco Pops Kellogg Co 19 19 19
Sveltesse Nestleacute SA 16 17 18
Kelloggs Frosties Kellogg Co 15 15 15
Pau Pau Jumex SA de CV Grupo 13 14 15
Halls Cadbury Schweppes Plc 16 15 15
Kelloggs Special K Kellogg Co 13 14 15
Frutsi Administracioacuten SAPI SA de CV - - 14
Danonino Danone Groupe 13 13 13
Nutri Leche Industrial Lala SA de CV Grupo 15 13 12
La Moderna La Moderna SA de CV Grupo 16 13 12
Chiquitin Nestleacute SA 13 12 12
Kelloggs Corn Flakes Kellogg Co 14 13 11
Choco Milk Bristol-Myers Squibb Co 14 13 11
Kelloggs Froot Loops Kellogg Co 1 1 1
San Marcos Pasteurizada Aguascalientes SA de CV 1 1 09
Santa Clara Santa Clara Productos Lacteos SA de CV 09 09 09
Nesquik Nestleacute SA 1 09 08
Cal-C-Tose Bristol-Myers Squibb Co 1 09 08
Fitness Cereal Partners Worldwide SA 08 08 08
Saladitas PepsiCo Inc 08 08 08
Yopli Sodiaal SA (Socieacuteteacute de Diffusion Internationale Agro-alimentaire)
08 08 07
Activia Danone Groupe 06 08 07
Emperador PepsiCo Inc 07 07 07
Nestleacute Corn Flakes Cereal Partners Worldwide SA 07 07 06
Barritas Bimbo SA de CV Grupo 06 06 06
Tang Kraft Foods Inc 06 06 06
PAGE 6
New Products
For 2009 there were 46 new functional foods products launched in Mexico Top new product
introductions are as follows
Under the functionalndashimmune system category 15 new products were launched The most new launch activity
was in the drinking yogurts and liquid cultured milk sub-category with five new products The flavored milk sub-
category saw three new product launches Baby juices and drinks had two new product launches followed by
growing-up milk (1-4 yrs) baby formula (6-12 months) baby formula (0-6 mths) white milk and hot cereals sub-
categories which each had one new product introduction
Thirty-one new functional-cardiovascular products were launched Both hot and cold cereals sub-categories
topped the list with the most new product launches at five each Following behind the sweet biscuitscookies sub-
category had four new product introductions Both chocolate tablets and bread amp bread products tied with three
new product launches each Two sauces and seasonings and two processed fish meat and egg products were
introduced under the ldquootherrdquo sub-category Margarine and other blends soy based drinks white milk dry soup and
nuts sub-categories each had one new product launch
Source Mintel
FortifiedFunctional Foods and Beverages New
Products Health Claims Breakdown for 2007
36
17
41
33 Cholesterol-lowering
Digestiveintestinal
health
Energy
General health and
wellbeing
Others
PAGE 7
BETTER FOR YOU FOODS
Consumer Trends
Overall the Mexican better-for-you food marketrsquos retail sales were US$3073 million in 2007 While Mexicos sales of better-for-you food sales remained relatively constant the better-for-you beverage sales dropped 7 from 2006 to 2007 The downturn in beverage sales could be attributed to a number of factors such as positive or negative changes in customer awareness reduction in consumer overall spending or a re-prioritizing of health-related expenditures
Reduced-fat and reduced-sugar became the most sought-after products by consumers concerned with their weight
Mexico is a domestic producer of all
sorts of fruit which are accessible to all
income segments
The fastest-growing products over the
past few years were fish and seafood
meat oils and fats milk cheese and
eggs Source Health and Wellness Food and Beverages Euromonitor International Note 2009 data is provisional and based on part-year estimates
Distribution
72 of naturally healthy
f o o d a n d b e v e r a g e s
p r e shy d o m i n a n t l y s o l d
through supermarkets
hypermarkets in 2007 a
steady decline since 2002
Source Health and Wellness Food and Beverages Euromonitor International
Better-For-You Sales Distribution breakdown
by Retail Outlet
2002 2003 2004 2005 2006 2007
Store-Based Retailing 100 100 100 100 100 100
SupermarketsHypermarkets 84 80 78 76 74 72
Discounters 12 13 14 15 16 16
Small Grocery Retailers 2 5 6 7 8 98
Convenience Stores 2 5 4 5 55 7
Independent Small Grocers - - 2 2 2 2
Forecourt Retailers - - - - 05 08
Other store-based retailing 2 2 2 2 2 23
Other Grocery Retailers 2 2 2 2 2 23
Non-Grocery Retailers - - - - - -
Non-Store Retailing - - - - - -
Vending - - - - - -
Homeshopping - - - - - -
Internet Retailing - - - - - -
Direct Selling - - - - - -
Mexico Better-For-You Market Sales
Growth for 2006-2007
126 125
405333
0
10
20
30
40
50
2006 2007
Year
Perc
en
tag
e Better-for-you
Packaged Food
Better-for-you
Beverages
PAGE 8
Companies and Brands
Of better-for-you food and beverages Coca Cola Co owned the largest company market share for 2007 at 21 The Danone Group held a good part of the business with 16 share as well as Pepsi Co which captured 152 of the Mexico market
The naturally healthy food and beverages category is dominated by Nestle SA with a 175 company share in 2007 Bimbo SA in second with 173 followed by Pepsi Co with 134 market share
Brand Shares (by Global Brand Name) Retail Sales breakdown
Brand Company name
(GBO) 2005 2006 2007
Diet Coke Coca-Cola Co The 158 143 145
Trident Cadbury Schweppes Plc
121 11 108
Leviteacute Danone Groupe 53 87 105
Be-light PepsiCo Inc 42 65 84
VitalineaVitasnellaTaillefine Danone Groupe
65 61 52
Ciel Coca-Cola Co The 16 34 45
Douglas PepsiCo Inc 34 37 38
Clight Kraft Foods Inc 41 37 37
Sveltesse Nestleacute SA 35 32 29
San Rafael Sigma Alimentos SA 37 32 28
Carnation Nestleacute SA 33 28 27
Zwan Sara Lee Corp 25 22 19
Noche Buena Sigma Alimentos SA de CV
19 17 16
Nescafeacute Nestleacute SA 19 17 15
Diet Pepsi PepsiCo Inc 19 15 13
Sprite Zero Coca-Cola Co The 12 14 12
Sabori Grupo Bafar 14 12 11
Pentildearanda Empacadora Campo Friacuteo SA de CV
14 12 11
Coca-Cola Zero Coca-Cola Co The - - 1
McCormick McCormick amp Co Inc 13 12 1
Bernina Empacadora Bernina SA de CV
13 11 1
Source Health and Wellness Sector Euromonitor International
PAGE 9
New Products
Over 2009 there were 1973 new better-for-you food products launched in Mexico Below are the
details concerning the top new product launches
There were 876 new products launched in the lownoreduced sugar sub-category Sweet biscuitscookies saw
134 new product launches followed by confiture and fruit spreads with 91 Gum had 89 new product launches
while fruit saw 39 new products Dairyrsquos ldquootherrdquo sub-category had 48 new products along with bakeries ldquootherrdquo
sub-category launching 40 new products Chocolate confectionaryrsquos ldquootherrdquo sub-category had 40 new product
launches Sugar and gum confectionaryrsquos ldquootherrdquo sub-category also had 41 product launches
There were 303 new products launched in the lownoreduced sodium sub-category Sweet biscuitscookies
were at the top of this category with 35 new product launches ldquoOtherrdquo snacks sub-category had 29 new product
launches followed by margarine and other blends with 27 new product launches Seasonings had 22 and cold
cereals had 21 new product introductions Seasonings and sauces ldquootherrdquo sub-category had 19 new product
introductions followed by sugary amp gum confectionary ldquootherrdquo sub-category with 18 new product launches Sweet
spreads ldquootherrdquo sub-category along with butter and meat products had 11 new product launches
There were 213 new products launched in the lownoreduced fat sub-category As in the previous category
cold cereals had 23 new product launches Flavoured milk and bread and bread products sub-categories each
had 18 new products White milk saw 16 new products followed by savourysalty snacks with 13 new products
and drinking yogurts and liquid cultured milk sub-category had 12 new product launches The seasonings and
sauces ldquootherrdquo category had 17 new product launches Bakery ldquootherrdquo had 12 new product launches Both the
poultry products and snackcerealenergy bar sub-categories had 6 new product launches each
There were 169 new products launched in the lownoreduced cholesterol sub-category At the top of this
category cold cereals saw the most new product launches with 23 Soy-based drinks and bread and bread
products categories had 20 new product launches each The oils and sweet biscuitscookies sub-categories with
17 and 16 new product launches respectively The margarine and other blends and savoury biscuitscrackers sub
-categories each had nine new product launches Nuts had three new product introductions followed by ricenut
grain and seed-based drinks with three new product launches
There were 80 new products launched in the lownoreduced carbs sub-category Both the sweet biscuits
cookies and savourysalty snacks sub-categories shared top spot for the most product launches with eight
each The dressings and vinegar
sub-category had seven new prod-
uct introductions followed by boiled
sweets and ldquootherrdquo sugar and gum
confectionery with six new product
launches each Meat snacks had
five new product launches while
confiture and fruit spreads and
other bakery sub-categories gained
four new product introductions
The pastilles gums jellies and
chews mayonnaise table sauces
and baking ingredien ts sub-
categories introduced three new
product launches each
Source Mintel
Better-For-You New Product Introductions
in 2009- Analysis by Claim
876
303213
16980
38
0
200
400
600
800
1000
Health Claim
Nu
mb
er
of
Pro
du
cts
Lownoreduced
Sugar
Lownoreduced
Sodium
Lownoreduced Fat
Lownoreduced
Cholesterol
Lownoreduced
Carbohydrates
Lownoreduced
Glycemic
PAGE 10
There were 38 new products launched in the lownoreduced glycemic sub-category Syrups saw
11 new product launches followed by sweet biscuitscookies sub-category had nine new product
launches The non-individually wrapped chocolate pieces boiled sweets and sweeteners and sugars
sub-categories had two product launches each Honey confiture and fruit spreads chocolate pastilles gums
jellies and chews and bakery ldquootherrdquo sub-categories each had one product launch
Consumer Trends
Meal replacementslimming products and herbal and traditional products were the most popular nutraceutical
purchases by the Mexican consumer in 2009 The Mexican meal replacementslimming products market has
grown from US$671 million in 2005 to over US$1024 million in 2009 The typical group of consumers interested in
meal replacementslimming products are high-income earners who make up a fraction of the total population
Powder versions of meal replacementslimming products are the most popular but are losing share to bars and
ready-to-drink types which are typically found in six packs
Vitamins and dietary supplements retail sales reached US$6389 million in 2009 and are expected to grow by
13 in constant value terms over the next few years In a comparative analysis of herbaltraditional supplements
versus standard supplements the herbaltraditional products are outselling slightly with approximately 1 growth
per year since 2005 Of the dietary supplements calcium was the top seller in 2008 however cod liver oil was the
fastest growing in popularity Multivitamins aimed at consumers in the lower income segments will remain the most
popular products
Sports nutrition product sales value remained relatively constant from 2006 to 2009 reaching US$1528 million in
2009 Of the various items that make up this category protein powder dominates with 72 of sales followed by
protein bars with 23 of sales
Interestingly nutraceuticals saw a drop in sales volume as opposed to sales value across the board in 2009 This may be attributed to the global economic downturn which affected consumers worldwide during this time frame
NUTRACEUTICALS
59
88
40
91
54
26
38
34
-22
57
64
18
Mexico Nutraceuticals Market Growth from 2007 to 2009
Vitamins and Dietary Supplements
Sports Nutrition
Meal ReplacementSlimming Products
Herbal and Traditional Products
Note 2009 data is provisional and based on part-year estimates
Source Health and Wellness Sector Euromonitor Internaitonal
PAGE 11
Distribution
136 of herbaltraditional products were sold in grocery retail and 673 were sold in nonshygrocery retail such as pharmacies 26 of vitamins and dietary supplements were sold in grocery retail while 461 sold in non-grocery retail settings
465 of sports nutrition products were purchased through non-grocery retail Direct selling contributed to the remaining volume with 40 of sales
In the slimming products category direct sale was the most popular purchasing option with 45 of sales in 2008 followed by Internet retail with 26 of sales
Companies and Brands
Unilever Groups Slim Fast product has been the dominant product brand in the slimming products category with 405 share in 2008 Herbalife Ltds Herbalife Thermosjetics is in second place with 10 of brand share in 2008 but has been in a slight decline since 2007
In the sports nutrition category Pro Winner from Pronat SA is the leading brand seizing 197 of market share in 2008 Nutrisa Sport from Nutrisa SA is second with 167 This is slightly above Universal by Universal which has 158 share It is important to note that two of the three leading brands have lost market share which appears to be cascading down to lesser players in this category
In the slimming products category the dominant supplier in 2008 was Unilever with 405 of the market followed by
Herbalife with a 139 share
In the vitamin and dietary supplements category the top brand share belongs to Dr Simi from Farmacias Similares SA at 82 surpassing its closest competitor Herbalilfe at 79 in 2008
Medications like Asenlix Xenical and Raductil are being considered by a growing number of Mexicans as alternative
methods for weight loss
Mexico Neutraceutical Sales Distribution breakdown by Retail Outlet
2003 2004 2005 2006 2007 2008
Store-Based Retailing 758 762 724 671 673 665
Grocery Retailers 136 136 144 159 17 172
Non-Grocery Retailers 622 626 579 512 503 493
ChemistsPharmacies 161 163 135 116 104 134
Parapharmacies148 152 144 131 128 94
Healthfood shops 258 256 246 223 223 22
Mass Merchandisers - - - - - -
Other Non-Grocery Retailers
55 55 54 43 48 46
Non-Store Retailing 242 238 276 329 327 335
Vending - - - - - -
Homeshopping - - 01 02 02 02
Internet Retailing 19 22 31 37 42 5
Direct Selling 223 216 244 29 282 283
Source Health and Wellness Sector Euromonitor International
PAGE 12
Company and Brand Market Share Retail Sales breakdown
Brand Company name (GBO) 2004 2005 2006 2007 2008
Slim Fast Unilever Group 32 35 4 42 46
Dr Simi Farmacias Similares SA de CV
48 48 44 42 42
Herbalife Herbalife Ltd 18 31 44 42 41
Pharmaton Boehringer Sohn CH 5 45 4 29 28
ProWinner Pronat SA de CV 0 32 28 27 26
Bedoyecta Laboratorios Grossman SA de CV
13 26 25 26 24
Herbalife ShapeWorks Herbalife Ltd 11 19 26 25 24
Nutrisa Sport Nutrisa SA de CV - 27 23 22 22
Universal Universal Nutrition Inc - 26 25 24 21
Biometrix Schering-Plough Corp 18 19 17 18 19
Aderogyl Sanofi-Aventis 23 21 19 18 18
Omnilife Omnilife SA de CV Grupo
05 11 14 16 16
OGSS Sport Nutrition OGSS SA de CV Grupo - 19 13 12 16
Diabion Merck KGaA 06 08 07 14 13
Centrum Wyeth 23 2 19 14 13
Herbalife Thermojetics Herbalife Ltd 06 09 12 12 11
Rocaltrol Bayer AG 13 13 11 1 11
Weider Weider Global Nutrition LLC
- 12 11 1 1
Caltrate Wyeth 15 12 1 1 1
Cell Activator Herbalife Ltd - - 11 1 1
New Products
Over 2009 there were 176 new nutraceutical products launched in Mexico Below are the details concerning the top
new products launches
There were 83 new products launched in the vitamin category Botanicalherbal products saw the most new
product releases with 16 followed by lowreducedno sugar all natural weight control and childrens (5-12) vitamins
There were 66 new products launched in the herbal supplements category The most product launches were
those claiming to be natural (no preservatives) and geared to specific demographics
There were 18 new products launched in the sports products category The most popular product claim within this
category was lownoreduced caloriesmdashas seen by 10 of the 18 new products Following in popularity were three
product claims of vitaminmineral fortification lownoreduced sodium and lownoreduced fat Apple grape and
lemon-lime were the popular flavours
There were six new products launched in the meal replacement category Of these all were in liquid form and all
claimed to be vitaminmineral fortified
There were only three new products launched in the slimming products category Two of these products are in
capsule form and one in liquid form
Source Health and Wellness Sector Euromonitor International
PAGE 13
Consumer Trends
Mexicorsquos organic marketplace is still in its infancy with 80 of local organic products being exported Nevertheless Mexican consumers have a positive perception about imported organic foods The organic food sector represents between 1 and 3 of the total food sector sales in Mexico However Mexican organic product retail sales have been gaining momentum rising approximately 25 per year since 2005 and reaching US$662 million in 2007
Mexico is considered to be the 5th-largest producer of organic agri-food products in the world It is estimated that at
least 50 of the domestic demand for organics is covered by imported products representing approximately US$360
million Most of the imported organic food products available in the Mexican market are processed food products The
main imported organic food products are bakery products dairy products beverages general grocery items (cereals
sauces oils tofu seasonings etc) desserts and sweet products and ready-to-eat pulses and seeds (flax rice beans
etc)
The main consumers of organics in Mexico are educated people from the medium and high income brackets that are
concerned about their health and the environment understand the claimed benefits of organics and have a high
purchasing power
ORGANICS
Source Health and Wellness Sector Euromonitor International NOTE Statistics unavailable for organic beverages in 2006
Mexican Organic Foods amp Beverages
Sales Growth over 2006-2007
39
57
31
0
1
2
3
4
5
6
2006 2007
Perc
en
tag
e (
)
Organic Packaged Food
Organic Beverages
PAGE 14
Distribution
The largest importerdistributor of organic food products in Mexico is Aires de Campo which handles over 600 imported and domestic products This company also has its own brand and store that sells directly to the public Other importerdisbributors are Distribuidora Promesa Smart Holding Mexico Marinter and Tendencia to name a few
Of the five main Mexican store chains that specialize in organics the Green Corner chain is the main one The
remaining are Yerbabuenamarket Origenes Organicos Ki-An and Purorganiko
Source Health and Wellness Euromonitor International
Organics Sales Distribution Analysis by Retail breakdown
2002 2003 2004 2005 2006 2007
Store-Based Retailing 100 100 100 100 100 100
SupermarketsHypermarkets 99 98 97 95 93 90
Discounters - - - - - -
Small Grocery Retailers 1 15 19 36 55 69
Convenience Stores - - - - - -
Independent Small Grocers 1 15 19 36 55 69
Forecourt Retailers - - - - - -
Other store-based retailing - 05 11 14 15 31
Other Grocery Retailers - - - - - -
Non-Grocery Retailers - 05 11 14 15 31
Non-Store Retailing - - - - - -
Vending - - - - - -
Homeshopping - - - - - -
Internet Retailing - - - - - -
Direct Selling - - - - - -
PAGE 15
Companies and Brands
New Products
Over 2009 there were 105 new organic food products launched in Mexico Below are the products listed by category
There were 32 new products launched in the sauces and seasonings category The seasonings sub-category launched 21
new products followed by the ldquootherrdquo sub category with 11 new product launches
There were 13 new products launched in the chocolate confectionery category The chocolate tablets sub-category
launched nine new products and the non-individually wrapped chocolate pieces sub-category saw four new products
introduced
There were 12 new products launched in the fruits and vegetables category The vegetable sub-category saw eight new
products introduced and the fruits sub-category saw four new product launches
There were 10 new products launched in the sweet spreads category The confiture and fruit spreads sub-category saw four
new product launches the honey sub-category saw three new products launched as did the ldquootherrdquo sub-category
There were nine new products launched in the snacks category The snackcerealenergy bars sub-category introduced four
new products the ldquootherrdquo sub-category launched five new snacks
Company and Brand Shares Retail Sales breakdown
Brand Company name (GBO) 2005 2006 2007
Del Rancho Unifoods SA de CV
617 633 643
Biorganic Unifoods SA de CV 165 17 168
Silk Dean Foods Co 56 58 88
Aires de Campo Aires de Campo SA de CV 88 61 12
Avaacutendaro Agrocultivos de Valle de Bravo SA de CV 08 09 1
St Dalfour St Dalfour Fregraveres - - 07
Pasa Organico Panamericana Abarrotera SA de CV - - 07
Blasoacuten Intercafeacute SA de CV - - 02
Tierra Grande Desarrollo Agropecuario Bravo SA de CV 02 02 02
Others Others 64 66 62 Source Health and Wellness Food and Beverages Euromonitor International
PAGE 18
There were eight new products launched in the dairy category The white milk sub-category introduced
three new products and the ldquootherrdquo sub-category launched five new products
There were seven new products launched in the breakfast cereal category The cold cereals sub-
category had six new product introductions and the ldquootherrdquo sub-category had one new breakfast cereal new product intro-
duction
There were 6 new products launched in the bakery category The other sub-category was the sole sub-category with new
product introductions
The soup category and the savoury spreads category each had two product launches in the ldquootherrdquo sub-category
Source Mintel
Mexico Organic Foods
Number of New Product Introductions for 2009
32
13
12
9
6
10
8
7
Sauces and Seasonings
Chocolate confectionary
Fruits and Vegetables
Snacks
Bakery
Sw eet Spreads
Dairy
Breakfast Cereal
PAGE 19
This report analyses the market for health and wellness food and beverages in Mexico For the purposes of this
study the market has been defined as follows
Functional FoodsmdashItems to which health ingredients have been added These functional foods and beverages
should have a specific physiological function andor are enhanced with added ingredients not normally found in the
product providing health benefits beyond their nutritional value The categories covered in this segment are
added calcium functional digestive functional immune system functional bone health and vitaminmineral
fortified
Better-For-You FoodsmdashThe category includes packaged food and beverage products where the amount of a
substance considered to be less healthy (fat sugar salt carbohydrates) has been actively reduced during pro-
duction To qualify for inclusion in this category the ldquoless healthyrdquo element of the food stuff needs to have been
actively removed or substituted during the processing This should form part of the positioningmarketing of the
product Products which are naturally fatsugarcarbohydrate-free are not included The categories covered in this
segment are lownoreduced fat lownoreduced sugar lownoreduced sodium lownoreduced glycemic and
nolowreduced cholesterol
NutraceuticalsmdashNatural substances are found in food which have medicinal properties to treat or prevent certain
diseases These natural substances can be added to the diet by increasing consumption of certain foods or can
be taken as nutritional supplements Products typically claim to prevent chronic diseases improve health delay
the aging process and increase life expectancy The categories covered in this segment are vitamins sports
products herbal supplements and meal replacement slimming products
OrganicmdashProducts that are certified organic by an approved certification body Depending on the country such
products are called ldquoorganicrdquo ldquobiologicalrdquo or ldquoecologicalrdquo
The usage of the above categories are taken from both Euromonitor International and Mintel These groupings
represent globally accepted classification and product identification for the purpose of data collection
ANNEX ldquoArdquo DEFINITIONS
Health and Wellness in Mexico copy Her Majesty the Queen in Right of Canada 2010 ISSN 1920-6593 Market Indicator Report AAFC No 11204E Photo Credits All Photographs reproduced in this publication are used by permission of the rights holders All images unless otherwise noted are copyright Her Majesty the Queen in Right of Canada
For additional copies of this publication or to request an alternate format please contact Agriculture and Agri-Food Canada 1341 Baseline Road Tower 5 4th floor Ottawa ON Canada K1A 0C5 E-mail infoserviceagrgcca
Aussi disponible en franccedilais sous le titre Les produits de santeacute et de mieux-ecirctre au Mexique
The Government of Canada has prepared this report based on primary and secondary sources of information Although every effort has been made to ensure that the information is accurate Agriculture and Agri-Food Canada assumes no liability for any actions taken based on the information contained herein
PAGE 5
Companies and Brands
Source Health and Wellness Food and Beverages Euromonitor International
Brand Shares (by Global Brand Name) - Retail Sales breakdown
Brand Company name (GBO) 2005 2006 2007
Lala Industrial Lala SA de CV Grupo 13 126 124
Alpura Ganaderos Productores de Leche Pura SA de CV
99 95 94
Yakult Yakult Honsha Co Ltd 35 35 33
Leche Liconsa Liconsa SA de CV 36 34 3
Sello Rojo Lechera Guadalajara SA de CV 28 27 27
Boreal Industrial Lala SA de CV Grupo 31 28 26
Nido Nestleacute SA 18 19 21
Boing Sociedad Cooperativa Trabajadores de Pascual SCL
17 19 2
Kelloggs Coco Pops Kellogg Co 19 19 19
Sveltesse Nestleacute SA 16 17 18
Kelloggs Frosties Kellogg Co 15 15 15
Pau Pau Jumex SA de CV Grupo 13 14 15
Halls Cadbury Schweppes Plc 16 15 15
Kelloggs Special K Kellogg Co 13 14 15
Frutsi Administracioacuten SAPI SA de CV - - 14
Danonino Danone Groupe 13 13 13
Nutri Leche Industrial Lala SA de CV Grupo 15 13 12
La Moderna La Moderna SA de CV Grupo 16 13 12
Chiquitin Nestleacute SA 13 12 12
Kelloggs Corn Flakes Kellogg Co 14 13 11
Choco Milk Bristol-Myers Squibb Co 14 13 11
Kelloggs Froot Loops Kellogg Co 1 1 1
San Marcos Pasteurizada Aguascalientes SA de CV 1 1 09
Santa Clara Santa Clara Productos Lacteos SA de CV 09 09 09
Nesquik Nestleacute SA 1 09 08
Cal-C-Tose Bristol-Myers Squibb Co 1 09 08
Fitness Cereal Partners Worldwide SA 08 08 08
Saladitas PepsiCo Inc 08 08 08
Yopli Sodiaal SA (Socieacuteteacute de Diffusion Internationale Agro-alimentaire)
08 08 07
Activia Danone Groupe 06 08 07
Emperador PepsiCo Inc 07 07 07
Nestleacute Corn Flakes Cereal Partners Worldwide SA 07 07 06
Barritas Bimbo SA de CV Grupo 06 06 06
Tang Kraft Foods Inc 06 06 06
PAGE 6
New Products
For 2009 there were 46 new functional foods products launched in Mexico Top new product
introductions are as follows
Under the functionalndashimmune system category 15 new products were launched The most new launch activity
was in the drinking yogurts and liquid cultured milk sub-category with five new products The flavored milk sub-
category saw three new product launches Baby juices and drinks had two new product launches followed by
growing-up milk (1-4 yrs) baby formula (6-12 months) baby formula (0-6 mths) white milk and hot cereals sub-
categories which each had one new product introduction
Thirty-one new functional-cardiovascular products were launched Both hot and cold cereals sub-categories
topped the list with the most new product launches at five each Following behind the sweet biscuitscookies sub-
category had four new product introductions Both chocolate tablets and bread amp bread products tied with three
new product launches each Two sauces and seasonings and two processed fish meat and egg products were
introduced under the ldquootherrdquo sub-category Margarine and other blends soy based drinks white milk dry soup and
nuts sub-categories each had one new product launch
Source Mintel
FortifiedFunctional Foods and Beverages New
Products Health Claims Breakdown for 2007
36
17
41
33 Cholesterol-lowering
Digestiveintestinal
health
Energy
General health and
wellbeing
Others
PAGE 7
BETTER FOR YOU FOODS
Consumer Trends
Overall the Mexican better-for-you food marketrsquos retail sales were US$3073 million in 2007 While Mexicos sales of better-for-you food sales remained relatively constant the better-for-you beverage sales dropped 7 from 2006 to 2007 The downturn in beverage sales could be attributed to a number of factors such as positive or negative changes in customer awareness reduction in consumer overall spending or a re-prioritizing of health-related expenditures
Reduced-fat and reduced-sugar became the most sought-after products by consumers concerned with their weight
Mexico is a domestic producer of all
sorts of fruit which are accessible to all
income segments
The fastest-growing products over the
past few years were fish and seafood
meat oils and fats milk cheese and
eggs Source Health and Wellness Food and Beverages Euromonitor International Note 2009 data is provisional and based on part-year estimates
Distribution
72 of naturally healthy
f o o d a n d b e v e r a g e s
p r e shy d o m i n a n t l y s o l d
through supermarkets
hypermarkets in 2007 a
steady decline since 2002
Source Health and Wellness Food and Beverages Euromonitor International
Better-For-You Sales Distribution breakdown
by Retail Outlet
2002 2003 2004 2005 2006 2007
Store-Based Retailing 100 100 100 100 100 100
SupermarketsHypermarkets 84 80 78 76 74 72
Discounters 12 13 14 15 16 16
Small Grocery Retailers 2 5 6 7 8 98
Convenience Stores 2 5 4 5 55 7
Independent Small Grocers - - 2 2 2 2
Forecourt Retailers - - - - 05 08
Other store-based retailing 2 2 2 2 2 23
Other Grocery Retailers 2 2 2 2 2 23
Non-Grocery Retailers - - - - - -
Non-Store Retailing - - - - - -
Vending - - - - - -
Homeshopping - - - - - -
Internet Retailing - - - - - -
Direct Selling - - - - - -
Mexico Better-For-You Market Sales
Growth for 2006-2007
126 125
405333
0
10
20
30
40
50
2006 2007
Year
Perc
en
tag
e Better-for-you
Packaged Food
Better-for-you
Beverages
PAGE 8
Companies and Brands
Of better-for-you food and beverages Coca Cola Co owned the largest company market share for 2007 at 21 The Danone Group held a good part of the business with 16 share as well as Pepsi Co which captured 152 of the Mexico market
The naturally healthy food and beverages category is dominated by Nestle SA with a 175 company share in 2007 Bimbo SA in second with 173 followed by Pepsi Co with 134 market share
Brand Shares (by Global Brand Name) Retail Sales breakdown
Brand Company name
(GBO) 2005 2006 2007
Diet Coke Coca-Cola Co The 158 143 145
Trident Cadbury Schweppes Plc
121 11 108
Leviteacute Danone Groupe 53 87 105
Be-light PepsiCo Inc 42 65 84
VitalineaVitasnellaTaillefine Danone Groupe
65 61 52
Ciel Coca-Cola Co The 16 34 45
Douglas PepsiCo Inc 34 37 38
Clight Kraft Foods Inc 41 37 37
Sveltesse Nestleacute SA 35 32 29
San Rafael Sigma Alimentos SA 37 32 28
Carnation Nestleacute SA 33 28 27
Zwan Sara Lee Corp 25 22 19
Noche Buena Sigma Alimentos SA de CV
19 17 16
Nescafeacute Nestleacute SA 19 17 15
Diet Pepsi PepsiCo Inc 19 15 13
Sprite Zero Coca-Cola Co The 12 14 12
Sabori Grupo Bafar 14 12 11
Pentildearanda Empacadora Campo Friacuteo SA de CV
14 12 11
Coca-Cola Zero Coca-Cola Co The - - 1
McCormick McCormick amp Co Inc 13 12 1
Bernina Empacadora Bernina SA de CV
13 11 1
Source Health and Wellness Sector Euromonitor International
PAGE 9
New Products
Over 2009 there were 1973 new better-for-you food products launched in Mexico Below are the
details concerning the top new product launches
There were 876 new products launched in the lownoreduced sugar sub-category Sweet biscuitscookies saw
134 new product launches followed by confiture and fruit spreads with 91 Gum had 89 new product launches
while fruit saw 39 new products Dairyrsquos ldquootherrdquo sub-category had 48 new products along with bakeries ldquootherrdquo
sub-category launching 40 new products Chocolate confectionaryrsquos ldquootherrdquo sub-category had 40 new product
launches Sugar and gum confectionaryrsquos ldquootherrdquo sub-category also had 41 product launches
There were 303 new products launched in the lownoreduced sodium sub-category Sweet biscuitscookies
were at the top of this category with 35 new product launches ldquoOtherrdquo snacks sub-category had 29 new product
launches followed by margarine and other blends with 27 new product launches Seasonings had 22 and cold
cereals had 21 new product introductions Seasonings and sauces ldquootherrdquo sub-category had 19 new product
introductions followed by sugary amp gum confectionary ldquootherrdquo sub-category with 18 new product launches Sweet
spreads ldquootherrdquo sub-category along with butter and meat products had 11 new product launches
There were 213 new products launched in the lownoreduced fat sub-category As in the previous category
cold cereals had 23 new product launches Flavoured milk and bread and bread products sub-categories each
had 18 new products White milk saw 16 new products followed by savourysalty snacks with 13 new products
and drinking yogurts and liquid cultured milk sub-category had 12 new product launches The seasonings and
sauces ldquootherrdquo category had 17 new product launches Bakery ldquootherrdquo had 12 new product launches Both the
poultry products and snackcerealenergy bar sub-categories had 6 new product launches each
There were 169 new products launched in the lownoreduced cholesterol sub-category At the top of this
category cold cereals saw the most new product launches with 23 Soy-based drinks and bread and bread
products categories had 20 new product launches each The oils and sweet biscuitscookies sub-categories with
17 and 16 new product launches respectively The margarine and other blends and savoury biscuitscrackers sub
-categories each had nine new product launches Nuts had three new product introductions followed by ricenut
grain and seed-based drinks with three new product launches
There were 80 new products launched in the lownoreduced carbs sub-category Both the sweet biscuits
cookies and savourysalty snacks sub-categories shared top spot for the most product launches with eight
each The dressings and vinegar
sub-category had seven new prod-
uct introductions followed by boiled
sweets and ldquootherrdquo sugar and gum
confectionery with six new product
launches each Meat snacks had
five new product launches while
confiture and fruit spreads and
other bakery sub-categories gained
four new product introductions
The pastilles gums jellies and
chews mayonnaise table sauces
and baking ingredien ts sub-
categories introduced three new
product launches each
Source Mintel
Better-For-You New Product Introductions
in 2009- Analysis by Claim
876
303213
16980
38
0
200
400
600
800
1000
Health Claim
Nu
mb
er
of
Pro
du
cts
Lownoreduced
Sugar
Lownoreduced
Sodium
Lownoreduced Fat
Lownoreduced
Cholesterol
Lownoreduced
Carbohydrates
Lownoreduced
Glycemic
PAGE 10
There were 38 new products launched in the lownoreduced glycemic sub-category Syrups saw
11 new product launches followed by sweet biscuitscookies sub-category had nine new product
launches The non-individually wrapped chocolate pieces boiled sweets and sweeteners and sugars
sub-categories had two product launches each Honey confiture and fruit spreads chocolate pastilles gums
jellies and chews and bakery ldquootherrdquo sub-categories each had one product launch
Consumer Trends
Meal replacementslimming products and herbal and traditional products were the most popular nutraceutical
purchases by the Mexican consumer in 2009 The Mexican meal replacementslimming products market has
grown from US$671 million in 2005 to over US$1024 million in 2009 The typical group of consumers interested in
meal replacementslimming products are high-income earners who make up a fraction of the total population
Powder versions of meal replacementslimming products are the most popular but are losing share to bars and
ready-to-drink types which are typically found in six packs
Vitamins and dietary supplements retail sales reached US$6389 million in 2009 and are expected to grow by
13 in constant value terms over the next few years In a comparative analysis of herbaltraditional supplements
versus standard supplements the herbaltraditional products are outselling slightly with approximately 1 growth
per year since 2005 Of the dietary supplements calcium was the top seller in 2008 however cod liver oil was the
fastest growing in popularity Multivitamins aimed at consumers in the lower income segments will remain the most
popular products
Sports nutrition product sales value remained relatively constant from 2006 to 2009 reaching US$1528 million in
2009 Of the various items that make up this category protein powder dominates with 72 of sales followed by
protein bars with 23 of sales
Interestingly nutraceuticals saw a drop in sales volume as opposed to sales value across the board in 2009 This may be attributed to the global economic downturn which affected consumers worldwide during this time frame
NUTRACEUTICALS
59
88
40
91
54
26
38
34
-22
57
64
18
Mexico Nutraceuticals Market Growth from 2007 to 2009
Vitamins and Dietary Supplements
Sports Nutrition
Meal ReplacementSlimming Products
Herbal and Traditional Products
Note 2009 data is provisional and based on part-year estimates
Source Health and Wellness Sector Euromonitor Internaitonal
PAGE 11
Distribution
136 of herbaltraditional products were sold in grocery retail and 673 were sold in nonshygrocery retail such as pharmacies 26 of vitamins and dietary supplements were sold in grocery retail while 461 sold in non-grocery retail settings
465 of sports nutrition products were purchased through non-grocery retail Direct selling contributed to the remaining volume with 40 of sales
In the slimming products category direct sale was the most popular purchasing option with 45 of sales in 2008 followed by Internet retail with 26 of sales
Companies and Brands
Unilever Groups Slim Fast product has been the dominant product brand in the slimming products category with 405 share in 2008 Herbalife Ltds Herbalife Thermosjetics is in second place with 10 of brand share in 2008 but has been in a slight decline since 2007
In the sports nutrition category Pro Winner from Pronat SA is the leading brand seizing 197 of market share in 2008 Nutrisa Sport from Nutrisa SA is second with 167 This is slightly above Universal by Universal which has 158 share It is important to note that two of the three leading brands have lost market share which appears to be cascading down to lesser players in this category
In the slimming products category the dominant supplier in 2008 was Unilever with 405 of the market followed by
Herbalife with a 139 share
In the vitamin and dietary supplements category the top brand share belongs to Dr Simi from Farmacias Similares SA at 82 surpassing its closest competitor Herbalilfe at 79 in 2008
Medications like Asenlix Xenical and Raductil are being considered by a growing number of Mexicans as alternative
methods for weight loss
Mexico Neutraceutical Sales Distribution breakdown by Retail Outlet
2003 2004 2005 2006 2007 2008
Store-Based Retailing 758 762 724 671 673 665
Grocery Retailers 136 136 144 159 17 172
Non-Grocery Retailers 622 626 579 512 503 493
ChemistsPharmacies 161 163 135 116 104 134
Parapharmacies148 152 144 131 128 94
Healthfood shops 258 256 246 223 223 22
Mass Merchandisers - - - - - -
Other Non-Grocery Retailers
55 55 54 43 48 46
Non-Store Retailing 242 238 276 329 327 335
Vending - - - - - -
Homeshopping - - 01 02 02 02
Internet Retailing 19 22 31 37 42 5
Direct Selling 223 216 244 29 282 283
Source Health and Wellness Sector Euromonitor International
PAGE 12
Company and Brand Market Share Retail Sales breakdown
Brand Company name (GBO) 2004 2005 2006 2007 2008
Slim Fast Unilever Group 32 35 4 42 46
Dr Simi Farmacias Similares SA de CV
48 48 44 42 42
Herbalife Herbalife Ltd 18 31 44 42 41
Pharmaton Boehringer Sohn CH 5 45 4 29 28
ProWinner Pronat SA de CV 0 32 28 27 26
Bedoyecta Laboratorios Grossman SA de CV
13 26 25 26 24
Herbalife ShapeWorks Herbalife Ltd 11 19 26 25 24
Nutrisa Sport Nutrisa SA de CV - 27 23 22 22
Universal Universal Nutrition Inc - 26 25 24 21
Biometrix Schering-Plough Corp 18 19 17 18 19
Aderogyl Sanofi-Aventis 23 21 19 18 18
Omnilife Omnilife SA de CV Grupo
05 11 14 16 16
OGSS Sport Nutrition OGSS SA de CV Grupo - 19 13 12 16
Diabion Merck KGaA 06 08 07 14 13
Centrum Wyeth 23 2 19 14 13
Herbalife Thermojetics Herbalife Ltd 06 09 12 12 11
Rocaltrol Bayer AG 13 13 11 1 11
Weider Weider Global Nutrition LLC
- 12 11 1 1
Caltrate Wyeth 15 12 1 1 1
Cell Activator Herbalife Ltd - - 11 1 1
New Products
Over 2009 there were 176 new nutraceutical products launched in Mexico Below are the details concerning the top
new products launches
There were 83 new products launched in the vitamin category Botanicalherbal products saw the most new
product releases with 16 followed by lowreducedno sugar all natural weight control and childrens (5-12) vitamins
There were 66 new products launched in the herbal supplements category The most product launches were
those claiming to be natural (no preservatives) and geared to specific demographics
There were 18 new products launched in the sports products category The most popular product claim within this
category was lownoreduced caloriesmdashas seen by 10 of the 18 new products Following in popularity were three
product claims of vitaminmineral fortification lownoreduced sodium and lownoreduced fat Apple grape and
lemon-lime were the popular flavours
There were six new products launched in the meal replacement category Of these all were in liquid form and all
claimed to be vitaminmineral fortified
There were only three new products launched in the slimming products category Two of these products are in
capsule form and one in liquid form
Source Health and Wellness Sector Euromonitor International
PAGE 13
Consumer Trends
Mexicorsquos organic marketplace is still in its infancy with 80 of local organic products being exported Nevertheless Mexican consumers have a positive perception about imported organic foods The organic food sector represents between 1 and 3 of the total food sector sales in Mexico However Mexican organic product retail sales have been gaining momentum rising approximately 25 per year since 2005 and reaching US$662 million in 2007
Mexico is considered to be the 5th-largest producer of organic agri-food products in the world It is estimated that at
least 50 of the domestic demand for organics is covered by imported products representing approximately US$360
million Most of the imported organic food products available in the Mexican market are processed food products The
main imported organic food products are bakery products dairy products beverages general grocery items (cereals
sauces oils tofu seasonings etc) desserts and sweet products and ready-to-eat pulses and seeds (flax rice beans
etc)
The main consumers of organics in Mexico are educated people from the medium and high income brackets that are
concerned about their health and the environment understand the claimed benefits of organics and have a high
purchasing power
ORGANICS
Source Health and Wellness Sector Euromonitor International NOTE Statistics unavailable for organic beverages in 2006
Mexican Organic Foods amp Beverages
Sales Growth over 2006-2007
39
57
31
0
1
2
3
4
5
6
2006 2007
Perc
en
tag
e (
)
Organic Packaged Food
Organic Beverages
PAGE 14
Distribution
The largest importerdistributor of organic food products in Mexico is Aires de Campo which handles over 600 imported and domestic products This company also has its own brand and store that sells directly to the public Other importerdisbributors are Distribuidora Promesa Smart Holding Mexico Marinter and Tendencia to name a few
Of the five main Mexican store chains that specialize in organics the Green Corner chain is the main one The
remaining are Yerbabuenamarket Origenes Organicos Ki-An and Purorganiko
Source Health and Wellness Euromonitor International
Organics Sales Distribution Analysis by Retail breakdown
2002 2003 2004 2005 2006 2007
Store-Based Retailing 100 100 100 100 100 100
SupermarketsHypermarkets 99 98 97 95 93 90
Discounters - - - - - -
Small Grocery Retailers 1 15 19 36 55 69
Convenience Stores - - - - - -
Independent Small Grocers 1 15 19 36 55 69
Forecourt Retailers - - - - - -
Other store-based retailing - 05 11 14 15 31
Other Grocery Retailers - - - - - -
Non-Grocery Retailers - 05 11 14 15 31
Non-Store Retailing - - - - - -
Vending - - - - - -
Homeshopping - - - - - -
Internet Retailing - - - - - -
Direct Selling - - - - - -
PAGE 15
Companies and Brands
New Products
Over 2009 there were 105 new organic food products launched in Mexico Below are the products listed by category
There were 32 new products launched in the sauces and seasonings category The seasonings sub-category launched 21
new products followed by the ldquootherrdquo sub category with 11 new product launches
There were 13 new products launched in the chocolate confectionery category The chocolate tablets sub-category
launched nine new products and the non-individually wrapped chocolate pieces sub-category saw four new products
introduced
There were 12 new products launched in the fruits and vegetables category The vegetable sub-category saw eight new
products introduced and the fruits sub-category saw four new product launches
There were 10 new products launched in the sweet spreads category The confiture and fruit spreads sub-category saw four
new product launches the honey sub-category saw three new products launched as did the ldquootherrdquo sub-category
There were nine new products launched in the snacks category The snackcerealenergy bars sub-category introduced four
new products the ldquootherrdquo sub-category launched five new snacks
Company and Brand Shares Retail Sales breakdown
Brand Company name (GBO) 2005 2006 2007
Del Rancho Unifoods SA de CV
617 633 643
Biorganic Unifoods SA de CV 165 17 168
Silk Dean Foods Co 56 58 88
Aires de Campo Aires de Campo SA de CV 88 61 12
Avaacutendaro Agrocultivos de Valle de Bravo SA de CV 08 09 1
St Dalfour St Dalfour Fregraveres - - 07
Pasa Organico Panamericana Abarrotera SA de CV - - 07
Blasoacuten Intercafeacute SA de CV - - 02
Tierra Grande Desarrollo Agropecuario Bravo SA de CV 02 02 02
Others Others 64 66 62 Source Health and Wellness Food and Beverages Euromonitor International
PAGE 18
There were eight new products launched in the dairy category The white milk sub-category introduced
three new products and the ldquootherrdquo sub-category launched five new products
There were seven new products launched in the breakfast cereal category The cold cereals sub-
category had six new product introductions and the ldquootherrdquo sub-category had one new breakfast cereal new product intro-
duction
There were 6 new products launched in the bakery category The other sub-category was the sole sub-category with new
product introductions
The soup category and the savoury spreads category each had two product launches in the ldquootherrdquo sub-category
Source Mintel
Mexico Organic Foods
Number of New Product Introductions for 2009
32
13
12
9
6
10
8
7
Sauces and Seasonings
Chocolate confectionary
Fruits and Vegetables
Snacks
Bakery
Sw eet Spreads
Dairy
Breakfast Cereal
PAGE 19
This report analyses the market for health and wellness food and beverages in Mexico For the purposes of this
study the market has been defined as follows
Functional FoodsmdashItems to which health ingredients have been added These functional foods and beverages
should have a specific physiological function andor are enhanced with added ingredients not normally found in the
product providing health benefits beyond their nutritional value The categories covered in this segment are
added calcium functional digestive functional immune system functional bone health and vitaminmineral
fortified
Better-For-You FoodsmdashThe category includes packaged food and beverage products where the amount of a
substance considered to be less healthy (fat sugar salt carbohydrates) has been actively reduced during pro-
duction To qualify for inclusion in this category the ldquoless healthyrdquo element of the food stuff needs to have been
actively removed or substituted during the processing This should form part of the positioningmarketing of the
product Products which are naturally fatsugarcarbohydrate-free are not included The categories covered in this
segment are lownoreduced fat lownoreduced sugar lownoreduced sodium lownoreduced glycemic and
nolowreduced cholesterol
NutraceuticalsmdashNatural substances are found in food which have medicinal properties to treat or prevent certain
diseases These natural substances can be added to the diet by increasing consumption of certain foods or can
be taken as nutritional supplements Products typically claim to prevent chronic diseases improve health delay
the aging process and increase life expectancy The categories covered in this segment are vitamins sports
products herbal supplements and meal replacement slimming products
OrganicmdashProducts that are certified organic by an approved certification body Depending on the country such
products are called ldquoorganicrdquo ldquobiologicalrdquo or ldquoecologicalrdquo
The usage of the above categories are taken from both Euromonitor International and Mintel These groupings
represent globally accepted classification and product identification for the purpose of data collection
ANNEX ldquoArdquo DEFINITIONS
Health and Wellness in Mexico copy Her Majesty the Queen in Right of Canada 2010 ISSN 1920-6593 Market Indicator Report AAFC No 11204E Photo Credits All Photographs reproduced in this publication are used by permission of the rights holders All images unless otherwise noted are copyright Her Majesty the Queen in Right of Canada
For additional copies of this publication or to request an alternate format please contact Agriculture and Agri-Food Canada 1341 Baseline Road Tower 5 4th floor Ottawa ON Canada K1A 0C5 E-mail infoserviceagrgcca
Aussi disponible en franccedilais sous le titre Les produits de santeacute et de mieux-ecirctre au Mexique
The Government of Canada has prepared this report based on primary and secondary sources of information Although every effort has been made to ensure that the information is accurate Agriculture and Agri-Food Canada assumes no liability for any actions taken based on the information contained herein
PAGE 6
New Products
For 2009 there were 46 new functional foods products launched in Mexico Top new product
introductions are as follows
Under the functionalndashimmune system category 15 new products were launched The most new launch activity
was in the drinking yogurts and liquid cultured milk sub-category with five new products The flavored milk sub-
category saw three new product launches Baby juices and drinks had two new product launches followed by
growing-up milk (1-4 yrs) baby formula (6-12 months) baby formula (0-6 mths) white milk and hot cereals sub-
categories which each had one new product introduction
Thirty-one new functional-cardiovascular products were launched Both hot and cold cereals sub-categories
topped the list with the most new product launches at five each Following behind the sweet biscuitscookies sub-
category had four new product introductions Both chocolate tablets and bread amp bread products tied with three
new product launches each Two sauces and seasonings and two processed fish meat and egg products were
introduced under the ldquootherrdquo sub-category Margarine and other blends soy based drinks white milk dry soup and
nuts sub-categories each had one new product launch
Source Mintel
FortifiedFunctional Foods and Beverages New
Products Health Claims Breakdown for 2007
36
17
41
33 Cholesterol-lowering
Digestiveintestinal
health
Energy
General health and
wellbeing
Others
PAGE 7
BETTER FOR YOU FOODS
Consumer Trends
Overall the Mexican better-for-you food marketrsquos retail sales were US$3073 million in 2007 While Mexicos sales of better-for-you food sales remained relatively constant the better-for-you beverage sales dropped 7 from 2006 to 2007 The downturn in beverage sales could be attributed to a number of factors such as positive or negative changes in customer awareness reduction in consumer overall spending or a re-prioritizing of health-related expenditures
Reduced-fat and reduced-sugar became the most sought-after products by consumers concerned with their weight
Mexico is a domestic producer of all
sorts of fruit which are accessible to all
income segments
The fastest-growing products over the
past few years were fish and seafood
meat oils and fats milk cheese and
eggs Source Health and Wellness Food and Beverages Euromonitor International Note 2009 data is provisional and based on part-year estimates
Distribution
72 of naturally healthy
f o o d a n d b e v e r a g e s
p r e shy d o m i n a n t l y s o l d
through supermarkets
hypermarkets in 2007 a
steady decline since 2002
Source Health and Wellness Food and Beverages Euromonitor International
Better-For-You Sales Distribution breakdown
by Retail Outlet
2002 2003 2004 2005 2006 2007
Store-Based Retailing 100 100 100 100 100 100
SupermarketsHypermarkets 84 80 78 76 74 72
Discounters 12 13 14 15 16 16
Small Grocery Retailers 2 5 6 7 8 98
Convenience Stores 2 5 4 5 55 7
Independent Small Grocers - - 2 2 2 2
Forecourt Retailers - - - - 05 08
Other store-based retailing 2 2 2 2 2 23
Other Grocery Retailers 2 2 2 2 2 23
Non-Grocery Retailers - - - - - -
Non-Store Retailing - - - - - -
Vending - - - - - -
Homeshopping - - - - - -
Internet Retailing - - - - - -
Direct Selling - - - - - -
Mexico Better-For-You Market Sales
Growth for 2006-2007
126 125
405333
0
10
20
30
40
50
2006 2007
Year
Perc
en
tag
e Better-for-you
Packaged Food
Better-for-you
Beverages
PAGE 8
Companies and Brands
Of better-for-you food and beverages Coca Cola Co owned the largest company market share for 2007 at 21 The Danone Group held a good part of the business with 16 share as well as Pepsi Co which captured 152 of the Mexico market
The naturally healthy food and beverages category is dominated by Nestle SA with a 175 company share in 2007 Bimbo SA in second with 173 followed by Pepsi Co with 134 market share
Brand Shares (by Global Brand Name) Retail Sales breakdown
Brand Company name
(GBO) 2005 2006 2007
Diet Coke Coca-Cola Co The 158 143 145
Trident Cadbury Schweppes Plc
121 11 108
Leviteacute Danone Groupe 53 87 105
Be-light PepsiCo Inc 42 65 84
VitalineaVitasnellaTaillefine Danone Groupe
65 61 52
Ciel Coca-Cola Co The 16 34 45
Douglas PepsiCo Inc 34 37 38
Clight Kraft Foods Inc 41 37 37
Sveltesse Nestleacute SA 35 32 29
San Rafael Sigma Alimentos SA 37 32 28
Carnation Nestleacute SA 33 28 27
Zwan Sara Lee Corp 25 22 19
Noche Buena Sigma Alimentos SA de CV
19 17 16
Nescafeacute Nestleacute SA 19 17 15
Diet Pepsi PepsiCo Inc 19 15 13
Sprite Zero Coca-Cola Co The 12 14 12
Sabori Grupo Bafar 14 12 11
Pentildearanda Empacadora Campo Friacuteo SA de CV
14 12 11
Coca-Cola Zero Coca-Cola Co The - - 1
McCormick McCormick amp Co Inc 13 12 1
Bernina Empacadora Bernina SA de CV
13 11 1
Source Health and Wellness Sector Euromonitor International
PAGE 9
New Products
Over 2009 there were 1973 new better-for-you food products launched in Mexico Below are the
details concerning the top new product launches
There were 876 new products launched in the lownoreduced sugar sub-category Sweet biscuitscookies saw
134 new product launches followed by confiture and fruit spreads with 91 Gum had 89 new product launches
while fruit saw 39 new products Dairyrsquos ldquootherrdquo sub-category had 48 new products along with bakeries ldquootherrdquo
sub-category launching 40 new products Chocolate confectionaryrsquos ldquootherrdquo sub-category had 40 new product
launches Sugar and gum confectionaryrsquos ldquootherrdquo sub-category also had 41 product launches
There were 303 new products launched in the lownoreduced sodium sub-category Sweet biscuitscookies
were at the top of this category with 35 new product launches ldquoOtherrdquo snacks sub-category had 29 new product
launches followed by margarine and other blends with 27 new product launches Seasonings had 22 and cold
cereals had 21 new product introductions Seasonings and sauces ldquootherrdquo sub-category had 19 new product
introductions followed by sugary amp gum confectionary ldquootherrdquo sub-category with 18 new product launches Sweet
spreads ldquootherrdquo sub-category along with butter and meat products had 11 new product launches
There were 213 new products launched in the lownoreduced fat sub-category As in the previous category
cold cereals had 23 new product launches Flavoured milk and bread and bread products sub-categories each
had 18 new products White milk saw 16 new products followed by savourysalty snacks with 13 new products
and drinking yogurts and liquid cultured milk sub-category had 12 new product launches The seasonings and
sauces ldquootherrdquo category had 17 new product launches Bakery ldquootherrdquo had 12 new product launches Both the
poultry products and snackcerealenergy bar sub-categories had 6 new product launches each
There were 169 new products launched in the lownoreduced cholesterol sub-category At the top of this
category cold cereals saw the most new product launches with 23 Soy-based drinks and bread and bread
products categories had 20 new product launches each The oils and sweet biscuitscookies sub-categories with
17 and 16 new product launches respectively The margarine and other blends and savoury biscuitscrackers sub
-categories each had nine new product launches Nuts had three new product introductions followed by ricenut
grain and seed-based drinks with three new product launches
There were 80 new products launched in the lownoreduced carbs sub-category Both the sweet biscuits
cookies and savourysalty snacks sub-categories shared top spot for the most product launches with eight
each The dressings and vinegar
sub-category had seven new prod-
uct introductions followed by boiled
sweets and ldquootherrdquo sugar and gum
confectionery with six new product
launches each Meat snacks had
five new product launches while
confiture and fruit spreads and
other bakery sub-categories gained
four new product introductions
The pastilles gums jellies and
chews mayonnaise table sauces
and baking ingredien ts sub-
categories introduced three new
product launches each
Source Mintel
Better-For-You New Product Introductions
in 2009- Analysis by Claim
876
303213
16980
38
0
200
400
600
800
1000
Health Claim
Nu
mb
er
of
Pro
du
cts
Lownoreduced
Sugar
Lownoreduced
Sodium
Lownoreduced Fat
Lownoreduced
Cholesterol
Lownoreduced
Carbohydrates
Lownoreduced
Glycemic
PAGE 10
There were 38 new products launched in the lownoreduced glycemic sub-category Syrups saw
11 new product launches followed by sweet biscuitscookies sub-category had nine new product
launches The non-individually wrapped chocolate pieces boiled sweets and sweeteners and sugars
sub-categories had two product launches each Honey confiture and fruit spreads chocolate pastilles gums
jellies and chews and bakery ldquootherrdquo sub-categories each had one product launch
Consumer Trends
Meal replacementslimming products and herbal and traditional products were the most popular nutraceutical
purchases by the Mexican consumer in 2009 The Mexican meal replacementslimming products market has
grown from US$671 million in 2005 to over US$1024 million in 2009 The typical group of consumers interested in
meal replacementslimming products are high-income earners who make up a fraction of the total population
Powder versions of meal replacementslimming products are the most popular but are losing share to bars and
ready-to-drink types which are typically found in six packs
Vitamins and dietary supplements retail sales reached US$6389 million in 2009 and are expected to grow by
13 in constant value terms over the next few years In a comparative analysis of herbaltraditional supplements
versus standard supplements the herbaltraditional products are outselling slightly with approximately 1 growth
per year since 2005 Of the dietary supplements calcium was the top seller in 2008 however cod liver oil was the
fastest growing in popularity Multivitamins aimed at consumers in the lower income segments will remain the most
popular products
Sports nutrition product sales value remained relatively constant from 2006 to 2009 reaching US$1528 million in
2009 Of the various items that make up this category protein powder dominates with 72 of sales followed by
protein bars with 23 of sales
Interestingly nutraceuticals saw a drop in sales volume as opposed to sales value across the board in 2009 This may be attributed to the global economic downturn which affected consumers worldwide during this time frame
NUTRACEUTICALS
59
88
40
91
54
26
38
34
-22
57
64
18
Mexico Nutraceuticals Market Growth from 2007 to 2009
Vitamins and Dietary Supplements
Sports Nutrition
Meal ReplacementSlimming Products
Herbal and Traditional Products
Note 2009 data is provisional and based on part-year estimates
Source Health and Wellness Sector Euromonitor Internaitonal
PAGE 11
Distribution
136 of herbaltraditional products were sold in grocery retail and 673 were sold in nonshygrocery retail such as pharmacies 26 of vitamins and dietary supplements were sold in grocery retail while 461 sold in non-grocery retail settings
465 of sports nutrition products were purchased through non-grocery retail Direct selling contributed to the remaining volume with 40 of sales
In the slimming products category direct sale was the most popular purchasing option with 45 of sales in 2008 followed by Internet retail with 26 of sales
Companies and Brands
Unilever Groups Slim Fast product has been the dominant product brand in the slimming products category with 405 share in 2008 Herbalife Ltds Herbalife Thermosjetics is in second place with 10 of brand share in 2008 but has been in a slight decline since 2007
In the sports nutrition category Pro Winner from Pronat SA is the leading brand seizing 197 of market share in 2008 Nutrisa Sport from Nutrisa SA is second with 167 This is slightly above Universal by Universal which has 158 share It is important to note that two of the three leading brands have lost market share which appears to be cascading down to lesser players in this category
In the slimming products category the dominant supplier in 2008 was Unilever with 405 of the market followed by
Herbalife with a 139 share
In the vitamin and dietary supplements category the top brand share belongs to Dr Simi from Farmacias Similares SA at 82 surpassing its closest competitor Herbalilfe at 79 in 2008
Medications like Asenlix Xenical and Raductil are being considered by a growing number of Mexicans as alternative
methods for weight loss
Mexico Neutraceutical Sales Distribution breakdown by Retail Outlet
2003 2004 2005 2006 2007 2008
Store-Based Retailing 758 762 724 671 673 665
Grocery Retailers 136 136 144 159 17 172
Non-Grocery Retailers 622 626 579 512 503 493
ChemistsPharmacies 161 163 135 116 104 134
Parapharmacies148 152 144 131 128 94
Healthfood shops 258 256 246 223 223 22
Mass Merchandisers - - - - - -
Other Non-Grocery Retailers
55 55 54 43 48 46
Non-Store Retailing 242 238 276 329 327 335
Vending - - - - - -
Homeshopping - - 01 02 02 02
Internet Retailing 19 22 31 37 42 5
Direct Selling 223 216 244 29 282 283
Source Health and Wellness Sector Euromonitor International
PAGE 12
Company and Brand Market Share Retail Sales breakdown
Brand Company name (GBO) 2004 2005 2006 2007 2008
Slim Fast Unilever Group 32 35 4 42 46
Dr Simi Farmacias Similares SA de CV
48 48 44 42 42
Herbalife Herbalife Ltd 18 31 44 42 41
Pharmaton Boehringer Sohn CH 5 45 4 29 28
ProWinner Pronat SA de CV 0 32 28 27 26
Bedoyecta Laboratorios Grossman SA de CV
13 26 25 26 24
Herbalife ShapeWorks Herbalife Ltd 11 19 26 25 24
Nutrisa Sport Nutrisa SA de CV - 27 23 22 22
Universal Universal Nutrition Inc - 26 25 24 21
Biometrix Schering-Plough Corp 18 19 17 18 19
Aderogyl Sanofi-Aventis 23 21 19 18 18
Omnilife Omnilife SA de CV Grupo
05 11 14 16 16
OGSS Sport Nutrition OGSS SA de CV Grupo - 19 13 12 16
Diabion Merck KGaA 06 08 07 14 13
Centrum Wyeth 23 2 19 14 13
Herbalife Thermojetics Herbalife Ltd 06 09 12 12 11
Rocaltrol Bayer AG 13 13 11 1 11
Weider Weider Global Nutrition LLC
- 12 11 1 1
Caltrate Wyeth 15 12 1 1 1
Cell Activator Herbalife Ltd - - 11 1 1
New Products
Over 2009 there were 176 new nutraceutical products launched in Mexico Below are the details concerning the top
new products launches
There were 83 new products launched in the vitamin category Botanicalherbal products saw the most new
product releases with 16 followed by lowreducedno sugar all natural weight control and childrens (5-12) vitamins
There were 66 new products launched in the herbal supplements category The most product launches were
those claiming to be natural (no preservatives) and geared to specific demographics
There were 18 new products launched in the sports products category The most popular product claim within this
category was lownoreduced caloriesmdashas seen by 10 of the 18 new products Following in popularity were three
product claims of vitaminmineral fortification lownoreduced sodium and lownoreduced fat Apple grape and
lemon-lime were the popular flavours
There were six new products launched in the meal replacement category Of these all were in liquid form and all
claimed to be vitaminmineral fortified
There were only three new products launched in the slimming products category Two of these products are in
capsule form and one in liquid form
Source Health and Wellness Sector Euromonitor International
PAGE 13
Consumer Trends
Mexicorsquos organic marketplace is still in its infancy with 80 of local organic products being exported Nevertheless Mexican consumers have a positive perception about imported organic foods The organic food sector represents between 1 and 3 of the total food sector sales in Mexico However Mexican organic product retail sales have been gaining momentum rising approximately 25 per year since 2005 and reaching US$662 million in 2007
Mexico is considered to be the 5th-largest producer of organic agri-food products in the world It is estimated that at
least 50 of the domestic demand for organics is covered by imported products representing approximately US$360
million Most of the imported organic food products available in the Mexican market are processed food products The
main imported organic food products are bakery products dairy products beverages general grocery items (cereals
sauces oils tofu seasonings etc) desserts and sweet products and ready-to-eat pulses and seeds (flax rice beans
etc)
The main consumers of organics in Mexico are educated people from the medium and high income brackets that are
concerned about their health and the environment understand the claimed benefits of organics and have a high
purchasing power
ORGANICS
Source Health and Wellness Sector Euromonitor International NOTE Statistics unavailable for organic beverages in 2006
Mexican Organic Foods amp Beverages
Sales Growth over 2006-2007
39
57
31
0
1
2
3
4
5
6
2006 2007
Perc
en
tag
e (
)
Organic Packaged Food
Organic Beverages
PAGE 14
Distribution
The largest importerdistributor of organic food products in Mexico is Aires de Campo which handles over 600 imported and domestic products This company also has its own brand and store that sells directly to the public Other importerdisbributors are Distribuidora Promesa Smart Holding Mexico Marinter and Tendencia to name a few
Of the five main Mexican store chains that specialize in organics the Green Corner chain is the main one The
remaining are Yerbabuenamarket Origenes Organicos Ki-An and Purorganiko
Source Health and Wellness Euromonitor International
Organics Sales Distribution Analysis by Retail breakdown
2002 2003 2004 2005 2006 2007
Store-Based Retailing 100 100 100 100 100 100
SupermarketsHypermarkets 99 98 97 95 93 90
Discounters - - - - - -
Small Grocery Retailers 1 15 19 36 55 69
Convenience Stores - - - - - -
Independent Small Grocers 1 15 19 36 55 69
Forecourt Retailers - - - - - -
Other store-based retailing - 05 11 14 15 31
Other Grocery Retailers - - - - - -
Non-Grocery Retailers - 05 11 14 15 31
Non-Store Retailing - - - - - -
Vending - - - - - -
Homeshopping - - - - - -
Internet Retailing - - - - - -
Direct Selling - - - - - -
PAGE 15
Companies and Brands
New Products
Over 2009 there were 105 new organic food products launched in Mexico Below are the products listed by category
There were 32 new products launched in the sauces and seasonings category The seasonings sub-category launched 21
new products followed by the ldquootherrdquo sub category with 11 new product launches
There were 13 new products launched in the chocolate confectionery category The chocolate tablets sub-category
launched nine new products and the non-individually wrapped chocolate pieces sub-category saw four new products
introduced
There were 12 new products launched in the fruits and vegetables category The vegetable sub-category saw eight new
products introduced and the fruits sub-category saw four new product launches
There were 10 new products launched in the sweet spreads category The confiture and fruit spreads sub-category saw four
new product launches the honey sub-category saw three new products launched as did the ldquootherrdquo sub-category
There were nine new products launched in the snacks category The snackcerealenergy bars sub-category introduced four
new products the ldquootherrdquo sub-category launched five new snacks
Company and Brand Shares Retail Sales breakdown
Brand Company name (GBO) 2005 2006 2007
Del Rancho Unifoods SA de CV
617 633 643
Biorganic Unifoods SA de CV 165 17 168
Silk Dean Foods Co 56 58 88
Aires de Campo Aires de Campo SA de CV 88 61 12
Avaacutendaro Agrocultivos de Valle de Bravo SA de CV 08 09 1
St Dalfour St Dalfour Fregraveres - - 07
Pasa Organico Panamericana Abarrotera SA de CV - - 07
Blasoacuten Intercafeacute SA de CV - - 02
Tierra Grande Desarrollo Agropecuario Bravo SA de CV 02 02 02
Others Others 64 66 62 Source Health and Wellness Food and Beverages Euromonitor International
PAGE 18
There were eight new products launched in the dairy category The white milk sub-category introduced
three new products and the ldquootherrdquo sub-category launched five new products
There were seven new products launched in the breakfast cereal category The cold cereals sub-
category had six new product introductions and the ldquootherrdquo sub-category had one new breakfast cereal new product intro-
duction
There were 6 new products launched in the bakery category The other sub-category was the sole sub-category with new
product introductions
The soup category and the savoury spreads category each had two product launches in the ldquootherrdquo sub-category
Source Mintel
Mexico Organic Foods
Number of New Product Introductions for 2009
32
13
12
9
6
10
8
7
Sauces and Seasonings
Chocolate confectionary
Fruits and Vegetables
Snacks
Bakery
Sw eet Spreads
Dairy
Breakfast Cereal
PAGE 19
This report analyses the market for health and wellness food and beverages in Mexico For the purposes of this
study the market has been defined as follows
Functional FoodsmdashItems to which health ingredients have been added These functional foods and beverages
should have a specific physiological function andor are enhanced with added ingredients not normally found in the
product providing health benefits beyond their nutritional value The categories covered in this segment are
added calcium functional digestive functional immune system functional bone health and vitaminmineral
fortified
Better-For-You FoodsmdashThe category includes packaged food and beverage products where the amount of a
substance considered to be less healthy (fat sugar salt carbohydrates) has been actively reduced during pro-
duction To qualify for inclusion in this category the ldquoless healthyrdquo element of the food stuff needs to have been
actively removed or substituted during the processing This should form part of the positioningmarketing of the
product Products which are naturally fatsugarcarbohydrate-free are not included The categories covered in this
segment are lownoreduced fat lownoreduced sugar lownoreduced sodium lownoreduced glycemic and
nolowreduced cholesterol
NutraceuticalsmdashNatural substances are found in food which have medicinal properties to treat or prevent certain
diseases These natural substances can be added to the diet by increasing consumption of certain foods or can
be taken as nutritional supplements Products typically claim to prevent chronic diseases improve health delay
the aging process and increase life expectancy The categories covered in this segment are vitamins sports
products herbal supplements and meal replacement slimming products
OrganicmdashProducts that are certified organic by an approved certification body Depending on the country such
products are called ldquoorganicrdquo ldquobiologicalrdquo or ldquoecologicalrdquo
The usage of the above categories are taken from both Euromonitor International and Mintel These groupings
represent globally accepted classification and product identification for the purpose of data collection
ANNEX ldquoArdquo DEFINITIONS
Health and Wellness in Mexico copy Her Majesty the Queen in Right of Canada 2010 ISSN 1920-6593 Market Indicator Report AAFC No 11204E Photo Credits All Photographs reproduced in this publication are used by permission of the rights holders All images unless otherwise noted are copyright Her Majesty the Queen in Right of Canada
For additional copies of this publication or to request an alternate format please contact Agriculture and Agri-Food Canada 1341 Baseline Road Tower 5 4th floor Ottawa ON Canada K1A 0C5 E-mail infoserviceagrgcca
Aussi disponible en franccedilais sous le titre Les produits de santeacute et de mieux-ecirctre au Mexique
The Government of Canada has prepared this report based on primary and secondary sources of information Although every effort has been made to ensure that the information is accurate Agriculture and Agri-Food Canada assumes no liability for any actions taken based on the information contained herein
PAGE 7
BETTER FOR YOU FOODS
Consumer Trends
Overall the Mexican better-for-you food marketrsquos retail sales were US$3073 million in 2007 While Mexicos sales of better-for-you food sales remained relatively constant the better-for-you beverage sales dropped 7 from 2006 to 2007 The downturn in beverage sales could be attributed to a number of factors such as positive or negative changes in customer awareness reduction in consumer overall spending or a re-prioritizing of health-related expenditures
Reduced-fat and reduced-sugar became the most sought-after products by consumers concerned with their weight
Mexico is a domestic producer of all
sorts of fruit which are accessible to all
income segments
The fastest-growing products over the
past few years were fish and seafood
meat oils and fats milk cheese and
eggs Source Health and Wellness Food and Beverages Euromonitor International Note 2009 data is provisional and based on part-year estimates
Distribution
72 of naturally healthy
f o o d a n d b e v e r a g e s
p r e shy d o m i n a n t l y s o l d
through supermarkets
hypermarkets in 2007 a
steady decline since 2002
Source Health and Wellness Food and Beverages Euromonitor International
Better-For-You Sales Distribution breakdown
by Retail Outlet
2002 2003 2004 2005 2006 2007
Store-Based Retailing 100 100 100 100 100 100
SupermarketsHypermarkets 84 80 78 76 74 72
Discounters 12 13 14 15 16 16
Small Grocery Retailers 2 5 6 7 8 98
Convenience Stores 2 5 4 5 55 7
Independent Small Grocers - - 2 2 2 2
Forecourt Retailers - - - - 05 08
Other store-based retailing 2 2 2 2 2 23
Other Grocery Retailers 2 2 2 2 2 23
Non-Grocery Retailers - - - - - -
Non-Store Retailing - - - - - -
Vending - - - - - -
Homeshopping - - - - - -
Internet Retailing - - - - - -
Direct Selling - - - - - -
Mexico Better-For-You Market Sales
Growth for 2006-2007
126 125
405333
0
10
20
30
40
50
2006 2007
Year
Perc
en
tag
e Better-for-you
Packaged Food
Better-for-you
Beverages
PAGE 8
Companies and Brands
Of better-for-you food and beverages Coca Cola Co owned the largest company market share for 2007 at 21 The Danone Group held a good part of the business with 16 share as well as Pepsi Co which captured 152 of the Mexico market
The naturally healthy food and beverages category is dominated by Nestle SA with a 175 company share in 2007 Bimbo SA in second with 173 followed by Pepsi Co with 134 market share
Brand Shares (by Global Brand Name) Retail Sales breakdown
Brand Company name
(GBO) 2005 2006 2007
Diet Coke Coca-Cola Co The 158 143 145
Trident Cadbury Schweppes Plc
121 11 108
Leviteacute Danone Groupe 53 87 105
Be-light PepsiCo Inc 42 65 84
VitalineaVitasnellaTaillefine Danone Groupe
65 61 52
Ciel Coca-Cola Co The 16 34 45
Douglas PepsiCo Inc 34 37 38
Clight Kraft Foods Inc 41 37 37
Sveltesse Nestleacute SA 35 32 29
San Rafael Sigma Alimentos SA 37 32 28
Carnation Nestleacute SA 33 28 27
Zwan Sara Lee Corp 25 22 19
Noche Buena Sigma Alimentos SA de CV
19 17 16
Nescafeacute Nestleacute SA 19 17 15
Diet Pepsi PepsiCo Inc 19 15 13
Sprite Zero Coca-Cola Co The 12 14 12
Sabori Grupo Bafar 14 12 11
Pentildearanda Empacadora Campo Friacuteo SA de CV
14 12 11
Coca-Cola Zero Coca-Cola Co The - - 1
McCormick McCormick amp Co Inc 13 12 1
Bernina Empacadora Bernina SA de CV
13 11 1
Source Health and Wellness Sector Euromonitor International
PAGE 9
New Products
Over 2009 there were 1973 new better-for-you food products launched in Mexico Below are the
details concerning the top new product launches
There were 876 new products launched in the lownoreduced sugar sub-category Sweet biscuitscookies saw
134 new product launches followed by confiture and fruit spreads with 91 Gum had 89 new product launches
while fruit saw 39 new products Dairyrsquos ldquootherrdquo sub-category had 48 new products along with bakeries ldquootherrdquo
sub-category launching 40 new products Chocolate confectionaryrsquos ldquootherrdquo sub-category had 40 new product
launches Sugar and gum confectionaryrsquos ldquootherrdquo sub-category also had 41 product launches
There were 303 new products launched in the lownoreduced sodium sub-category Sweet biscuitscookies
were at the top of this category with 35 new product launches ldquoOtherrdquo snacks sub-category had 29 new product
launches followed by margarine and other blends with 27 new product launches Seasonings had 22 and cold
cereals had 21 new product introductions Seasonings and sauces ldquootherrdquo sub-category had 19 new product
introductions followed by sugary amp gum confectionary ldquootherrdquo sub-category with 18 new product launches Sweet
spreads ldquootherrdquo sub-category along with butter and meat products had 11 new product launches
There were 213 new products launched in the lownoreduced fat sub-category As in the previous category
cold cereals had 23 new product launches Flavoured milk and bread and bread products sub-categories each
had 18 new products White milk saw 16 new products followed by savourysalty snacks with 13 new products
and drinking yogurts and liquid cultured milk sub-category had 12 new product launches The seasonings and
sauces ldquootherrdquo category had 17 new product launches Bakery ldquootherrdquo had 12 new product launches Both the
poultry products and snackcerealenergy bar sub-categories had 6 new product launches each
There were 169 new products launched in the lownoreduced cholesterol sub-category At the top of this
category cold cereals saw the most new product launches with 23 Soy-based drinks and bread and bread
products categories had 20 new product launches each The oils and sweet biscuitscookies sub-categories with
17 and 16 new product launches respectively The margarine and other blends and savoury biscuitscrackers sub
-categories each had nine new product launches Nuts had three new product introductions followed by ricenut
grain and seed-based drinks with three new product launches
There were 80 new products launched in the lownoreduced carbs sub-category Both the sweet biscuits
cookies and savourysalty snacks sub-categories shared top spot for the most product launches with eight
each The dressings and vinegar
sub-category had seven new prod-
uct introductions followed by boiled
sweets and ldquootherrdquo sugar and gum
confectionery with six new product
launches each Meat snacks had
five new product launches while
confiture and fruit spreads and
other bakery sub-categories gained
four new product introductions
The pastilles gums jellies and
chews mayonnaise table sauces
and baking ingredien ts sub-
categories introduced three new
product launches each
Source Mintel
Better-For-You New Product Introductions
in 2009- Analysis by Claim
876
303213
16980
38
0
200
400
600
800
1000
Health Claim
Nu
mb
er
of
Pro
du
cts
Lownoreduced
Sugar
Lownoreduced
Sodium
Lownoreduced Fat
Lownoreduced
Cholesterol
Lownoreduced
Carbohydrates
Lownoreduced
Glycemic
PAGE 10
There were 38 new products launched in the lownoreduced glycemic sub-category Syrups saw
11 new product launches followed by sweet biscuitscookies sub-category had nine new product
launches The non-individually wrapped chocolate pieces boiled sweets and sweeteners and sugars
sub-categories had two product launches each Honey confiture and fruit spreads chocolate pastilles gums
jellies and chews and bakery ldquootherrdquo sub-categories each had one product launch
Consumer Trends
Meal replacementslimming products and herbal and traditional products were the most popular nutraceutical
purchases by the Mexican consumer in 2009 The Mexican meal replacementslimming products market has
grown from US$671 million in 2005 to over US$1024 million in 2009 The typical group of consumers interested in
meal replacementslimming products are high-income earners who make up a fraction of the total population
Powder versions of meal replacementslimming products are the most popular but are losing share to bars and
ready-to-drink types which are typically found in six packs
Vitamins and dietary supplements retail sales reached US$6389 million in 2009 and are expected to grow by
13 in constant value terms over the next few years In a comparative analysis of herbaltraditional supplements
versus standard supplements the herbaltraditional products are outselling slightly with approximately 1 growth
per year since 2005 Of the dietary supplements calcium was the top seller in 2008 however cod liver oil was the
fastest growing in popularity Multivitamins aimed at consumers in the lower income segments will remain the most
popular products
Sports nutrition product sales value remained relatively constant from 2006 to 2009 reaching US$1528 million in
2009 Of the various items that make up this category protein powder dominates with 72 of sales followed by
protein bars with 23 of sales
Interestingly nutraceuticals saw a drop in sales volume as opposed to sales value across the board in 2009 This may be attributed to the global economic downturn which affected consumers worldwide during this time frame
NUTRACEUTICALS
59
88
40
91
54
26
38
34
-22
57
64
18
Mexico Nutraceuticals Market Growth from 2007 to 2009
Vitamins and Dietary Supplements
Sports Nutrition
Meal ReplacementSlimming Products
Herbal and Traditional Products
Note 2009 data is provisional and based on part-year estimates
Source Health and Wellness Sector Euromonitor Internaitonal
PAGE 11
Distribution
136 of herbaltraditional products were sold in grocery retail and 673 were sold in nonshygrocery retail such as pharmacies 26 of vitamins and dietary supplements were sold in grocery retail while 461 sold in non-grocery retail settings
465 of sports nutrition products were purchased through non-grocery retail Direct selling contributed to the remaining volume with 40 of sales
In the slimming products category direct sale was the most popular purchasing option with 45 of sales in 2008 followed by Internet retail with 26 of sales
Companies and Brands
Unilever Groups Slim Fast product has been the dominant product brand in the slimming products category with 405 share in 2008 Herbalife Ltds Herbalife Thermosjetics is in second place with 10 of brand share in 2008 but has been in a slight decline since 2007
In the sports nutrition category Pro Winner from Pronat SA is the leading brand seizing 197 of market share in 2008 Nutrisa Sport from Nutrisa SA is second with 167 This is slightly above Universal by Universal which has 158 share It is important to note that two of the three leading brands have lost market share which appears to be cascading down to lesser players in this category
In the slimming products category the dominant supplier in 2008 was Unilever with 405 of the market followed by
Herbalife with a 139 share
In the vitamin and dietary supplements category the top brand share belongs to Dr Simi from Farmacias Similares SA at 82 surpassing its closest competitor Herbalilfe at 79 in 2008
Medications like Asenlix Xenical and Raductil are being considered by a growing number of Mexicans as alternative
methods for weight loss
Mexico Neutraceutical Sales Distribution breakdown by Retail Outlet
2003 2004 2005 2006 2007 2008
Store-Based Retailing 758 762 724 671 673 665
Grocery Retailers 136 136 144 159 17 172
Non-Grocery Retailers 622 626 579 512 503 493
ChemistsPharmacies 161 163 135 116 104 134
Parapharmacies148 152 144 131 128 94
Healthfood shops 258 256 246 223 223 22
Mass Merchandisers - - - - - -
Other Non-Grocery Retailers
55 55 54 43 48 46
Non-Store Retailing 242 238 276 329 327 335
Vending - - - - - -
Homeshopping - - 01 02 02 02
Internet Retailing 19 22 31 37 42 5
Direct Selling 223 216 244 29 282 283
Source Health and Wellness Sector Euromonitor International
PAGE 12
Company and Brand Market Share Retail Sales breakdown
Brand Company name (GBO) 2004 2005 2006 2007 2008
Slim Fast Unilever Group 32 35 4 42 46
Dr Simi Farmacias Similares SA de CV
48 48 44 42 42
Herbalife Herbalife Ltd 18 31 44 42 41
Pharmaton Boehringer Sohn CH 5 45 4 29 28
ProWinner Pronat SA de CV 0 32 28 27 26
Bedoyecta Laboratorios Grossman SA de CV
13 26 25 26 24
Herbalife ShapeWorks Herbalife Ltd 11 19 26 25 24
Nutrisa Sport Nutrisa SA de CV - 27 23 22 22
Universal Universal Nutrition Inc - 26 25 24 21
Biometrix Schering-Plough Corp 18 19 17 18 19
Aderogyl Sanofi-Aventis 23 21 19 18 18
Omnilife Omnilife SA de CV Grupo
05 11 14 16 16
OGSS Sport Nutrition OGSS SA de CV Grupo - 19 13 12 16
Diabion Merck KGaA 06 08 07 14 13
Centrum Wyeth 23 2 19 14 13
Herbalife Thermojetics Herbalife Ltd 06 09 12 12 11
Rocaltrol Bayer AG 13 13 11 1 11
Weider Weider Global Nutrition LLC
- 12 11 1 1
Caltrate Wyeth 15 12 1 1 1
Cell Activator Herbalife Ltd - - 11 1 1
New Products
Over 2009 there were 176 new nutraceutical products launched in Mexico Below are the details concerning the top
new products launches
There were 83 new products launched in the vitamin category Botanicalherbal products saw the most new
product releases with 16 followed by lowreducedno sugar all natural weight control and childrens (5-12) vitamins
There were 66 new products launched in the herbal supplements category The most product launches were
those claiming to be natural (no preservatives) and geared to specific demographics
There were 18 new products launched in the sports products category The most popular product claim within this
category was lownoreduced caloriesmdashas seen by 10 of the 18 new products Following in popularity were three
product claims of vitaminmineral fortification lownoreduced sodium and lownoreduced fat Apple grape and
lemon-lime were the popular flavours
There were six new products launched in the meal replacement category Of these all were in liquid form and all
claimed to be vitaminmineral fortified
There were only three new products launched in the slimming products category Two of these products are in
capsule form and one in liquid form
Source Health and Wellness Sector Euromonitor International
PAGE 13
Consumer Trends
Mexicorsquos organic marketplace is still in its infancy with 80 of local organic products being exported Nevertheless Mexican consumers have a positive perception about imported organic foods The organic food sector represents between 1 and 3 of the total food sector sales in Mexico However Mexican organic product retail sales have been gaining momentum rising approximately 25 per year since 2005 and reaching US$662 million in 2007
Mexico is considered to be the 5th-largest producer of organic agri-food products in the world It is estimated that at
least 50 of the domestic demand for organics is covered by imported products representing approximately US$360
million Most of the imported organic food products available in the Mexican market are processed food products The
main imported organic food products are bakery products dairy products beverages general grocery items (cereals
sauces oils tofu seasonings etc) desserts and sweet products and ready-to-eat pulses and seeds (flax rice beans
etc)
The main consumers of organics in Mexico are educated people from the medium and high income brackets that are
concerned about their health and the environment understand the claimed benefits of organics and have a high
purchasing power
ORGANICS
Source Health and Wellness Sector Euromonitor International NOTE Statistics unavailable for organic beverages in 2006
Mexican Organic Foods amp Beverages
Sales Growth over 2006-2007
39
57
31
0
1
2
3
4
5
6
2006 2007
Perc
en
tag
e (
)
Organic Packaged Food
Organic Beverages
PAGE 14
Distribution
The largest importerdistributor of organic food products in Mexico is Aires de Campo which handles over 600 imported and domestic products This company also has its own brand and store that sells directly to the public Other importerdisbributors are Distribuidora Promesa Smart Holding Mexico Marinter and Tendencia to name a few
Of the five main Mexican store chains that specialize in organics the Green Corner chain is the main one The
remaining are Yerbabuenamarket Origenes Organicos Ki-An and Purorganiko
Source Health and Wellness Euromonitor International
Organics Sales Distribution Analysis by Retail breakdown
2002 2003 2004 2005 2006 2007
Store-Based Retailing 100 100 100 100 100 100
SupermarketsHypermarkets 99 98 97 95 93 90
Discounters - - - - - -
Small Grocery Retailers 1 15 19 36 55 69
Convenience Stores - - - - - -
Independent Small Grocers 1 15 19 36 55 69
Forecourt Retailers - - - - - -
Other store-based retailing - 05 11 14 15 31
Other Grocery Retailers - - - - - -
Non-Grocery Retailers - 05 11 14 15 31
Non-Store Retailing - - - - - -
Vending - - - - - -
Homeshopping - - - - - -
Internet Retailing - - - - - -
Direct Selling - - - - - -
PAGE 15
Companies and Brands
New Products
Over 2009 there were 105 new organic food products launched in Mexico Below are the products listed by category
There were 32 new products launched in the sauces and seasonings category The seasonings sub-category launched 21
new products followed by the ldquootherrdquo sub category with 11 new product launches
There were 13 new products launched in the chocolate confectionery category The chocolate tablets sub-category
launched nine new products and the non-individually wrapped chocolate pieces sub-category saw four new products
introduced
There were 12 new products launched in the fruits and vegetables category The vegetable sub-category saw eight new
products introduced and the fruits sub-category saw four new product launches
There were 10 new products launched in the sweet spreads category The confiture and fruit spreads sub-category saw four
new product launches the honey sub-category saw three new products launched as did the ldquootherrdquo sub-category
There were nine new products launched in the snacks category The snackcerealenergy bars sub-category introduced four
new products the ldquootherrdquo sub-category launched five new snacks
Company and Brand Shares Retail Sales breakdown
Brand Company name (GBO) 2005 2006 2007
Del Rancho Unifoods SA de CV
617 633 643
Biorganic Unifoods SA de CV 165 17 168
Silk Dean Foods Co 56 58 88
Aires de Campo Aires de Campo SA de CV 88 61 12
Avaacutendaro Agrocultivos de Valle de Bravo SA de CV 08 09 1
St Dalfour St Dalfour Fregraveres - - 07
Pasa Organico Panamericana Abarrotera SA de CV - - 07
Blasoacuten Intercafeacute SA de CV - - 02
Tierra Grande Desarrollo Agropecuario Bravo SA de CV 02 02 02
Others Others 64 66 62 Source Health and Wellness Food and Beverages Euromonitor International
PAGE 18
There were eight new products launched in the dairy category The white milk sub-category introduced
three new products and the ldquootherrdquo sub-category launched five new products
There were seven new products launched in the breakfast cereal category The cold cereals sub-
category had six new product introductions and the ldquootherrdquo sub-category had one new breakfast cereal new product intro-
duction
There were 6 new products launched in the bakery category The other sub-category was the sole sub-category with new
product introductions
The soup category and the savoury spreads category each had two product launches in the ldquootherrdquo sub-category
Source Mintel
Mexico Organic Foods
Number of New Product Introductions for 2009
32
13
12
9
6
10
8
7
Sauces and Seasonings
Chocolate confectionary
Fruits and Vegetables
Snacks
Bakery
Sw eet Spreads
Dairy
Breakfast Cereal
PAGE 19
This report analyses the market for health and wellness food and beverages in Mexico For the purposes of this
study the market has been defined as follows
Functional FoodsmdashItems to which health ingredients have been added These functional foods and beverages
should have a specific physiological function andor are enhanced with added ingredients not normally found in the
product providing health benefits beyond their nutritional value The categories covered in this segment are
added calcium functional digestive functional immune system functional bone health and vitaminmineral
fortified
Better-For-You FoodsmdashThe category includes packaged food and beverage products where the amount of a
substance considered to be less healthy (fat sugar salt carbohydrates) has been actively reduced during pro-
duction To qualify for inclusion in this category the ldquoless healthyrdquo element of the food stuff needs to have been
actively removed or substituted during the processing This should form part of the positioningmarketing of the
product Products which are naturally fatsugarcarbohydrate-free are not included The categories covered in this
segment are lownoreduced fat lownoreduced sugar lownoreduced sodium lownoreduced glycemic and
nolowreduced cholesterol
NutraceuticalsmdashNatural substances are found in food which have medicinal properties to treat or prevent certain
diseases These natural substances can be added to the diet by increasing consumption of certain foods or can
be taken as nutritional supplements Products typically claim to prevent chronic diseases improve health delay
the aging process and increase life expectancy The categories covered in this segment are vitamins sports
products herbal supplements and meal replacement slimming products
OrganicmdashProducts that are certified organic by an approved certification body Depending on the country such
products are called ldquoorganicrdquo ldquobiologicalrdquo or ldquoecologicalrdquo
The usage of the above categories are taken from both Euromonitor International and Mintel These groupings
represent globally accepted classification and product identification for the purpose of data collection
ANNEX ldquoArdquo DEFINITIONS
Health and Wellness in Mexico copy Her Majesty the Queen in Right of Canada 2010 ISSN 1920-6593 Market Indicator Report AAFC No 11204E Photo Credits All Photographs reproduced in this publication are used by permission of the rights holders All images unless otherwise noted are copyright Her Majesty the Queen in Right of Canada
For additional copies of this publication or to request an alternate format please contact Agriculture and Agri-Food Canada 1341 Baseline Road Tower 5 4th floor Ottawa ON Canada K1A 0C5 E-mail infoserviceagrgcca
Aussi disponible en franccedilais sous le titre Les produits de santeacute et de mieux-ecirctre au Mexique
The Government of Canada has prepared this report based on primary and secondary sources of information Although every effort has been made to ensure that the information is accurate Agriculture and Agri-Food Canada assumes no liability for any actions taken based on the information contained herein
PAGE 8
Companies and Brands
Of better-for-you food and beverages Coca Cola Co owned the largest company market share for 2007 at 21 The Danone Group held a good part of the business with 16 share as well as Pepsi Co which captured 152 of the Mexico market
The naturally healthy food and beverages category is dominated by Nestle SA with a 175 company share in 2007 Bimbo SA in second with 173 followed by Pepsi Co with 134 market share
Brand Shares (by Global Brand Name) Retail Sales breakdown
Brand Company name
(GBO) 2005 2006 2007
Diet Coke Coca-Cola Co The 158 143 145
Trident Cadbury Schweppes Plc
121 11 108
Leviteacute Danone Groupe 53 87 105
Be-light PepsiCo Inc 42 65 84
VitalineaVitasnellaTaillefine Danone Groupe
65 61 52
Ciel Coca-Cola Co The 16 34 45
Douglas PepsiCo Inc 34 37 38
Clight Kraft Foods Inc 41 37 37
Sveltesse Nestleacute SA 35 32 29
San Rafael Sigma Alimentos SA 37 32 28
Carnation Nestleacute SA 33 28 27
Zwan Sara Lee Corp 25 22 19
Noche Buena Sigma Alimentos SA de CV
19 17 16
Nescafeacute Nestleacute SA 19 17 15
Diet Pepsi PepsiCo Inc 19 15 13
Sprite Zero Coca-Cola Co The 12 14 12
Sabori Grupo Bafar 14 12 11
Pentildearanda Empacadora Campo Friacuteo SA de CV
14 12 11
Coca-Cola Zero Coca-Cola Co The - - 1
McCormick McCormick amp Co Inc 13 12 1
Bernina Empacadora Bernina SA de CV
13 11 1
Source Health and Wellness Sector Euromonitor International
PAGE 9
New Products
Over 2009 there were 1973 new better-for-you food products launched in Mexico Below are the
details concerning the top new product launches
There were 876 new products launched in the lownoreduced sugar sub-category Sweet biscuitscookies saw
134 new product launches followed by confiture and fruit spreads with 91 Gum had 89 new product launches
while fruit saw 39 new products Dairyrsquos ldquootherrdquo sub-category had 48 new products along with bakeries ldquootherrdquo
sub-category launching 40 new products Chocolate confectionaryrsquos ldquootherrdquo sub-category had 40 new product
launches Sugar and gum confectionaryrsquos ldquootherrdquo sub-category also had 41 product launches
There were 303 new products launched in the lownoreduced sodium sub-category Sweet biscuitscookies
were at the top of this category with 35 new product launches ldquoOtherrdquo snacks sub-category had 29 new product
launches followed by margarine and other blends with 27 new product launches Seasonings had 22 and cold
cereals had 21 new product introductions Seasonings and sauces ldquootherrdquo sub-category had 19 new product
introductions followed by sugary amp gum confectionary ldquootherrdquo sub-category with 18 new product launches Sweet
spreads ldquootherrdquo sub-category along with butter and meat products had 11 new product launches
There were 213 new products launched in the lownoreduced fat sub-category As in the previous category
cold cereals had 23 new product launches Flavoured milk and bread and bread products sub-categories each
had 18 new products White milk saw 16 new products followed by savourysalty snacks with 13 new products
and drinking yogurts and liquid cultured milk sub-category had 12 new product launches The seasonings and
sauces ldquootherrdquo category had 17 new product launches Bakery ldquootherrdquo had 12 new product launches Both the
poultry products and snackcerealenergy bar sub-categories had 6 new product launches each
There were 169 new products launched in the lownoreduced cholesterol sub-category At the top of this
category cold cereals saw the most new product launches with 23 Soy-based drinks and bread and bread
products categories had 20 new product launches each The oils and sweet biscuitscookies sub-categories with
17 and 16 new product launches respectively The margarine and other blends and savoury biscuitscrackers sub
-categories each had nine new product launches Nuts had three new product introductions followed by ricenut
grain and seed-based drinks with three new product launches
There were 80 new products launched in the lownoreduced carbs sub-category Both the sweet biscuits
cookies and savourysalty snacks sub-categories shared top spot for the most product launches with eight
each The dressings and vinegar
sub-category had seven new prod-
uct introductions followed by boiled
sweets and ldquootherrdquo sugar and gum
confectionery with six new product
launches each Meat snacks had
five new product launches while
confiture and fruit spreads and
other bakery sub-categories gained
four new product introductions
The pastilles gums jellies and
chews mayonnaise table sauces
and baking ingredien ts sub-
categories introduced three new
product launches each
Source Mintel
Better-For-You New Product Introductions
in 2009- Analysis by Claim
876
303213
16980
38
0
200
400
600
800
1000
Health Claim
Nu
mb
er
of
Pro
du
cts
Lownoreduced
Sugar
Lownoreduced
Sodium
Lownoreduced Fat
Lownoreduced
Cholesterol
Lownoreduced
Carbohydrates
Lownoreduced
Glycemic
PAGE 10
There were 38 new products launched in the lownoreduced glycemic sub-category Syrups saw
11 new product launches followed by sweet biscuitscookies sub-category had nine new product
launches The non-individually wrapped chocolate pieces boiled sweets and sweeteners and sugars
sub-categories had two product launches each Honey confiture and fruit spreads chocolate pastilles gums
jellies and chews and bakery ldquootherrdquo sub-categories each had one product launch
Consumer Trends
Meal replacementslimming products and herbal and traditional products were the most popular nutraceutical
purchases by the Mexican consumer in 2009 The Mexican meal replacementslimming products market has
grown from US$671 million in 2005 to over US$1024 million in 2009 The typical group of consumers interested in
meal replacementslimming products are high-income earners who make up a fraction of the total population
Powder versions of meal replacementslimming products are the most popular but are losing share to bars and
ready-to-drink types which are typically found in six packs
Vitamins and dietary supplements retail sales reached US$6389 million in 2009 and are expected to grow by
13 in constant value terms over the next few years In a comparative analysis of herbaltraditional supplements
versus standard supplements the herbaltraditional products are outselling slightly with approximately 1 growth
per year since 2005 Of the dietary supplements calcium was the top seller in 2008 however cod liver oil was the
fastest growing in popularity Multivitamins aimed at consumers in the lower income segments will remain the most
popular products
Sports nutrition product sales value remained relatively constant from 2006 to 2009 reaching US$1528 million in
2009 Of the various items that make up this category protein powder dominates with 72 of sales followed by
protein bars with 23 of sales
Interestingly nutraceuticals saw a drop in sales volume as opposed to sales value across the board in 2009 This may be attributed to the global economic downturn which affected consumers worldwide during this time frame
NUTRACEUTICALS
59
88
40
91
54
26
38
34
-22
57
64
18
Mexico Nutraceuticals Market Growth from 2007 to 2009
Vitamins and Dietary Supplements
Sports Nutrition
Meal ReplacementSlimming Products
Herbal and Traditional Products
Note 2009 data is provisional and based on part-year estimates
Source Health and Wellness Sector Euromonitor Internaitonal
PAGE 11
Distribution
136 of herbaltraditional products were sold in grocery retail and 673 were sold in nonshygrocery retail such as pharmacies 26 of vitamins and dietary supplements were sold in grocery retail while 461 sold in non-grocery retail settings
465 of sports nutrition products were purchased through non-grocery retail Direct selling contributed to the remaining volume with 40 of sales
In the slimming products category direct sale was the most popular purchasing option with 45 of sales in 2008 followed by Internet retail with 26 of sales
Companies and Brands
Unilever Groups Slim Fast product has been the dominant product brand in the slimming products category with 405 share in 2008 Herbalife Ltds Herbalife Thermosjetics is in second place with 10 of brand share in 2008 but has been in a slight decline since 2007
In the sports nutrition category Pro Winner from Pronat SA is the leading brand seizing 197 of market share in 2008 Nutrisa Sport from Nutrisa SA is second with 167 This is slightly above Universal by Universal which has 158 share It is important to note that two of the three leading brands have lost market share which appears to be cascading down to lesser players in this category
In the slimming products category the dominant supplier in 2008 was Unilever with 405 of the market followed by
Herbalife with a 139 share
In the vitamin and dietary supplements category the top brand share belongs to Dr Simi from Farmacias Similares SA at 82 surpassing its closest competitor Herbalilfe at 79 in 2008
Medications like Asenlix Xenical and Raductil are being considered by a growing number of Mexicans as alternative
methods for weight loss
Mexico Neutraceutical Sales Distribution breakdown by Retail Outlet
2003 2004 2005 2006 2007 2008
Store-Based Retailing 758 762 724 671 673 665
Grocery Retailers 136 136 144 159 17 172
Non-Grocery Retailers 622 626 579 512 503 493
ChemistsPharmacies 161 163 135 116 104 134
Parapharmacies148 152 144 131 128 94
Healthfood shops 258 256 246 223 223 22
Mass Merchandisers - - - - - -
Other Non-Grocery Retailers
55 55 54 43 48 46
Non-Store Retailing 242 238 276 329 327 335
Vending - - - - - -
Homeshopping - - 01 02 02 02
Internet Retailing 19 22 31 37 42 5
Direct Selling 223 216 244 29 282 283
Source Health and Wellness Sector Euromonitor International
PAGE 12
Company and Brand Market Share Retail Sales breakdown
Brand Company name (GBO) 2004 2005 2006 2007 2008
Slim Fast Unilever Group 32 35 4 42 46
Dr Simi Farmacias Similares SA de CV
48 48 44 42 42
Herbalife Herbalife Ltd 18 31 44 42 41
Pharmaton Boehringer Sohn CH 5 45 4 29 28
ProWinner Pronat SA de CV 0 32 28 27 26
Bedoyecta Laboratorios Grossman SA de CV
13 26 25 26 24
Herbalife ShapeWorks Herbalife Ltd 11 19 26 25 24
Nutrisa Sport Nutrisa SA de CV - 27 23 22 22
Universal Universal Nutrition Inc - 26 25 24 21
Biometrix Schering-Plough Corp 18 19 17 18 19
Aderogyl Sanofi-Aventis 23 21 19 18 18
Omnilife Omnilife SA de CV Grupo
05 11 14 16 16
OGSS Sport Nutrition OGSS SA de CV Grupo - 19 13 12 16
Diabion Merck KGaA 06 08 07 14 13
Centrum Wyeth 23 2 19 14 13
Herbalife Thermojetics Herbalife Ltd 06 09 12 12 11
Rocaltrol Bayer AG 13 13 11 1 11
Weider Weider Global Nutrition LLC
- 12 11 1 1
Caltrate Wyeth 15 12 1 1 1
Cell Activator Herbalife Ltd - - 11 1 1
New Products
Over 2009 there were 176 new nutraceutical products launched in Mexico Below are the details concerning the top
new products launches
There were 83 new products launched in the vitamin category Botanicalherbal products saw the most new
product releases with 16 followed by lowreducedno sugar all natural weight control and childrens (5-12) vitamins
There were 66 new products launched in the herbal supplements category The most product launches were
those claiming to be natural (no preservatives) and geared to specific demographics
There were 18 new products launched in the sports products category The most popular product claim within this
category was lownoreduced caloriesmdashas seen by 10 of the 18 new products Following in popularity were three
product claims of vitaminmineral fortification lownoreduced sodium and lownoreduced fat Apple grape and
lemon-lime were the popular flavours
There were six new products launched in the meal replacement category Of these all were in liquid form and all
claimed to be vitaminmineral fortified
There were only three new products launched in the slimming products category Two of these products are in
capsule form and one in liquid form
Source Health and Wellness Sector Euromonitor International
PAGE 13
Consumer Trends
Mexicorsquos organic marketplace is still in its infancy with 80 of local organic products being exported Nevertheless Mexican consumers have a positive perception about imported organic foods The organic food sector represents between 1 and 3 of the total food sector sales in Mexico However Mexican organic product retail sales have been gaining momentum rising approximately 25 per year since 2005 and reaching US$662 million in 2007
Mexico is considered to be the 5th-largest producer of organic agri-food products in the world It is estimated that at
least 50 of the domestic demand for organics is covered by imported products representing approximately US$360
million Most of the imported organic food products available in the Mexican market are processed food products The
main imported organic food products are bakery products dairy products beverages general grocery items (cereals
sauces oils tofu seasonings etc) desserts and sweet products and ready-to-eat pulses and seeds (flax rice beans
etc)
The main consumers of organics in Mexico are educated people from the medium and high income brackets that are
concerned about their health and the environment understand the claimed benefits of organics and have a high
purchasing power
ORGANICS
Source Health and Wellness Sector Euromonitor International NOTE Statistics unavailable for organic beverages in 2006
Mexican Organic Foods amp Beverages
Sales Growth over 2006-2007
39
57
31
0
1
2
3
4
5
6
2006 2007
Perc
en
tag
e (
)
Organic Packaged Food
Organic Beverages
PAGE 14
Distribution
The largest importerdistributor of organic food products in Mexico is Aires de Campo which handles over 600 imported and domestic products This company also has its own brand and store that sells directly to the public Other importerdisbributors are Distribuidora Promesa Smart Holding Mexico Marinter and Tendencia to name a few
Of the five main Mexican store chains that specialize in organics the Green Corner chain is the main one The
remaining are Yerbabuenamarket Origenes Organicos Ki-An and Purorganiko
Source Health and Wellness Euromonitor International
Organics Sales Distribution Analysis by Retail breakdown
2002 2003 2004 2005 2006 2007
Store-Based Retailing 100 100 100 100 100 100
SupermarketsHypermarkets 99 98 97 95 93 90
Discounters - - - - - -
Small Grocery Retailers 1 15 19 36 55 69
Convenience Stores - - - - - -
Independent Small Grocers 1 15 19 36 55 69
Forecourt Retailers - - - - - -
Other store-based retailing - 05 11 14 15 31
Other Grocery Retailers - - - - - -
Non-Grocery Retailers - 05 11 14 15 31
Non-Store Retailing - - - - - -
Vending - - - - - -
Homeshopping - - - - - -
Internet Retailing - - - - - -
Direct Selling - - - - - -
PAGE 15
Companies and Brands
New Products
Over 2009 there were 105 new organic food products launched in Mexico Below are the products listed by category
There were 32 new products launched in the sauces and seasonings category The seasonings sub-category launched 21
new products followed by the ldquootherrdquo sub category with 11 new product launches
There were 13 new products launched in the chocolate confectionery category The chocolate tablets sub-category
launched nine new products and the non-individually wrapped chocolate pieces sub-category saw four new products
introduced
There were 12 new products launched in the fruits and vegetables category The vegetable sub-category saw eight new
products introduced and the fruits sub-category saw four new product launches
There were 10 new products launched in the sweet spreads category The confiture and fruit spreads sub-category saw four
new product launches the honey sub-category saw three new products launched as did the ldquootherrdquo sub-category
There were nine new products launched in the snacks category The snackcerealenergy bars sub-category introduced four
new products the ldquootherrdquo sub-category launched five new snacks
Company and Brand Shares Retail Sales breakdown
Brand Company name (GBO) 2005 2006 2007
Del Rancho Unifoods SA de CV
617 633 643
Biorganic Unifoods SA de CV 165 17 168
Silk Dean Foods Co 56 58 88
Aires de Campo Aires de Campo SA de CV 88 61 12
Avaacutendaro Agrocultivos de Valle de Bravo SA de CV 08 09 1
St Dalfour St Dalfour Fregraveres - - 07
Pasa Organico Panamericana Abarrotera SA de CV - - 07
Blasoacuten Intercafeacute SA de CV - - 02
Tierra Grande Desarrollo Agropecuario Bravo SA de CV 02 02 02
Others Others 64 66 62 Source Health and Wellness Food and Beverages Euromonitor International
PAGE 18
There were eight new products launched in the dairy category The white milk sub-category introduced
three new products and the ldquootherrdquo sub-category launched five new products
There were seven new products launched in the breakfast cereal category The cold cereals sub-
category had six new product introductions and the ldquootherrdquo sub-category had one new breakfast cereal new product intro-
duction
There were 6 new products launched in the bakery category The other sub-category was the sole sub-category with new
product introductions
The soup category and the savoury spreads category each had two product launches in the ldquootherrdquo sub-category
Source Mintel
Mexico Organic Foods
Number of New Product Introductions for 2009
32
13
12
9
6
10
8
7
Sauces and Seasonings
Chocolate confectionary
Fruits and Vegetables
Snacks
Bakery
Sw eet Spreads
Dairy
Breakfast Cereal
PAGE 19
This report analyses the market for health and wellness food and beverages in Mexico For the purposes of this
study the market has been defined as follows
Functional FoodsmdashItems to which health ingredients have been added These functional foods and beverages
should have a specific physiological function andor are enhanced with added ingredients not normally found in the
product providing health benefits beyond their nutritional value The categories covered in this segment are
added calcium functional digestive functional immune system functional bone health and vitaminmineral
fortified
Better-For-You FoodsmdashThe category includes packaged food and beverage products where the amount of a
substance considered to be less healthy (fat sugar salt carbohydrates) has been actively reduced during pro-
duction To qualify for inclusion in this category the ldquoless healthyrdquo element of the food stuff needs to have been
actively removed or substituted during the processing This should form part of the positioningmarketing of the
product Products which are naturally fatsugarcarbohydrate-free are not included The categories covered in this
segment are lownoreduced fat lownoreduced sugar lownoreduced sodium lownoreduced glycemic and
nolowreduced cholesterol
NutraceuticalsmdashNatural substances are found in food which have medicinal properties to treat or prevent certain
diseases These natural substances can be added to the diet by increasing consumption of certain foods or can
be taken as nutritional supplements Products typically claim to prevent chronic diseases improve health delay
the aging process and increase life expectancy The categories covered in this segment are vitamins sports
products herbal supplements and meal replacement slimming products
OrganicmdashProducts that are certified organic by an approved certification body Depending on the country such
products are called ldquoorganicrdquo ldquobiologicalrdquo or ldquoecologicalrdquo
The usage of the above categories are taken from both Euromonitor International and Mintel These groupings
represent globally accepted classification and product identification for the purpose of data collection
ANNEX ldquoArdquo DEFINITIONS
Health and Wellness in Mexico copy Her Majesty the Queen in Right of Canada 2010 ISSN 1920-6593 Market Indicator Report AAFC No 11204E Photo Credits All Photographs reproduced in this publication are used by permission of the rights holders All images unless otherwise noted are copyright Her Majesty the Queen in Right of Canada
For additional copies of this publication or to request an alternate format please contact Agriculture and Agri-Food Canada 1341 Baseline Road Tower 5 4th floor Ottawa ON Canada K1A 0C5 E-mail infoserviceagrgcca
Aussi disponible en franccedilais sous le titre Les produits de santeacute et de mieux-ecirctre au Mexique
The Government of Canada has prepared this report based on primary and secondary sources of information Although every effort has been made to ensure that the information is accurate Agriculture and Agri-Food Canada assumes no liability for any actions taken based on the information contained herein
PAGE 9
New Products
Over 2009 there were 1973 new better-for-you food products launched in Mexico Below are the
details concerning the top new product launches
There were 876 new products launched in the lownoreduced sugar sub-category Sweet biscuitscookies saw
134 new product launches followed by confiture and fruit spreads with 91 Gum had 89 new product launches
while fruit saw 39 new products Dairyrsquos ldquootherrdquo sub-category had 48 new products along with bakeries ldquootherrdquo
sub-category launching 40 new products Chocolate confectionaryrsquos ldquootherrdquo sub-category had 40 new product
launches Sugar and gum confectionaryrsquos ldquootherrdquo sub-category also had 41 product launches
There were 303 new products launched in the lownoreduced sodium sub-category Sweet biscuitscookies
were at the top of this category with 35 new product launches ldquoOtherrdquo snacks sub-category had 29 new product
launches followed by margarine and other blends with 27 new product launches Seasonings had 22 and cold
cereals had 21 new product introductions Seasonings and sauces ldquootherrdquo sub-category had 19 new product
introductions followed by sugary amp gum confectionary ldquootherrdquo sub-category with 18 new product launches Sweet
spreads ldquootherrdquo sub-category along with butter and meat products had 11 new product launches
There were 213 new products launched in the lownoreduced fat sub-category As in the previous category
cold cereals had 23 new product launches Flavoured milk and bread and bread products sub-categories each
had 18 new products White milk saw 16 new products followed by savourysalty snacks with 13 new products
and drinking yogurts and liquid cultured milk sub-category had 12 new product launches The seasonings and
sauces ldquootherrdquo category had 17 new product launches Bakery ldquootherrdquo had 12 new product launches Both the
poultry products and snackcerealenergy bar sub-categories had 6 new product launches each
There were 169 new products launched in the lownoreduced cholesterol sub-category At the top of this
category cold cereals saw the most new product launches with 23 Soy-based drinks and bread and bread
products categories had 20 new product launches each The oils and sweet biscuitscookies sub-categories with
17 and 16 new product launches respectively The margarine and other blends and savoury biscuitscrackers sub
-categories each had nine new product launches Nuts had three new product introductions followed by ricenut
grain and seed-based drinks with three new product launches
There were 80 new products launched in the lownoreduced carbs sub-category Both the sweet biscuits
cookies and savourysalty snacks sub-categories shared top spot for the most product launches with eight
each The dressings and vinegar
sub-category had seven new prod-
uct introductions followed by boiled
sweets and ldquootherrdquo sugar and gum
confectionery with six new product
launches each Meat snacks had
five new product launches while
confiture and fruit spreads and
other bakery sub-categories gained
four new product introductions
The pastilles gums jellies and
chews mayonnaise table sauces
and baking ingredien ts sub-
categories introduced three new
product launches each
Source Mintel
Better-For-You New Product Introductions
in 2009- Analysis by Claim
876
303213
16980
38
0
200
400
600
800
1000
Health Claim
Nu
mb
er
of
Pro
du
cts
Lownoreduced
Sugar
Lownoreduced
Sodium
Lownoreduced Fat
Lownoreduced
Cholesterol
Lownoreduced
Carbohydrates
Lownoreduced
Glycemic
PAGE 10
There were 38 new products launched in the lownoreduced glycemic sub-category Syrups saw
11 new product launches followed by sweet biscuitscookies sub-category had nine new product
launches The non-individually wrapped chocolate pieces boiled sweets and sweeteners and sugars
sub-categories had two product launches each Honey confiture and fruit spreads chocolate pastilles gums
jellies and chews and bakery ldquootherrdquo sub-categories each had one product launch
Consumer Trends
Meal replacementslimming products and herbal and traditional products were the most popular nutraceutical
purchases by the Mexican consumer in 2009 The Mexican meal replacementslimming products market has
grown from US$671 million in 2005 to over US$1024 million in 2009 The typical group of consumers interested in
meal replacementslimming products are high-income earners who make up a fraction of the total population
Powder versions of meal replacementslimming products are the most popular but are losing share to bars and
ready-to-drink types which are typically found in six packs
Vitamins and dietary supplements retail sales reached US$6389 million in 2009 and are expected to grow by
13 in constant value terms over the next few years In a comparative analysis of herbaltraditional supplements
versus standard supplements the herbaltraditional products are outselling slightly with approximately 1 growth
per year since 2005 Of the dietary supplements calcium was the top seller in 2008 however cod liver oil was the
fastest growing in popularity Multivitamins aimed at consumers in the lower income segments will remain the most
popular products
Sports nutrition product sales value remained relatively constant from 2006 to 2009 reaching US$1528 million in
2009 Of the various items that make up this category protein powder dominates with 72 of sales followed by
protein bars with 23 of sales
Interestingly nutraceuticals saw a drop in sales volume as opposed to sales value across the board in 2009 This may be attributed to the global economic downturn which affected consumers worldwide during this time frame
NUTRACEUTICALS
59
88
40
91
54
26
38
34
-22
57
64
18
Mexico Nutraceuticals Market Growth from 2007 to 2009
Vitamins and Dietary Supplements
Sports Nutrition
Meal ReplacementSlimming Products
Herbal and Traditional Products
Note 2009 data is provisional and based on part-year estimates
Source Health and Wellness Sector Euromonitor Internaitonal
PAGE 11
Distribution
136 of herbaltraditional products were sold in grocery retail and 673 were sold in nonshygrocery retail such as pharmacies 26 of vitamins and dietary supplements were sold in grocery retail while 461 sold in non-grocery retail settings
465 of sports nutrition products were purchased through non-grocery retail Direct selling contributed to the remaining volume with 40 of sales
In the slimming products category direct sale was the most popular purchasing option with 45 of sales in 2008 followed by Internet retail with 26 of sales
Companies and Brands
Unilever Groups Slim Fast product has been the dominant product brand in the slimming products category with 405 share in 2008 Herbalife Ltds Herbalife Thermosjetics is in second place with 10 of brand share in 2008 but has been in a slight decline since 2007
In the sports nutrition category Pro Winner from Pronat SA is the leading brand seizing 197 of market share in 2008 Nutrisa Sport from Nutrisa SA is second with 167 This is slightly above Universal by Universal which has 158 share It is important to note that two of the three leading brands have lost market share which appears to be cascading down to lesser players in this category
In the slimming products category the dominant supplier in 2008 was Unilever with 405 of the market followed by
Herbalife with a 139 share
In the vitamin and dietary supplements category the top brand share belongs to Dr Simi from Farmacias Similares SA at 82 surpassing its closest competitor Herbalilfe at 79 in 2008
Medications like Asenlix Xenical and Raductil are being considered by a growing number of Mexicans as alternative
methods for weight loss
Mexico Neutraceutical Sales Distribution breakdown by Retail Outlet
2003 2004 2005 2006 2007 2008
Store-Based Retailing 758 762 724 671 673 665
Grocery Retailers 136 136 144 159 17 172
Non-Grocery Retailers 622 626 579 512 503 493
ChemistsPharmacies 161 163 135 116 104 134
Parapharmacies148 152 144 131 128 94
Healthfood shops 258 256 246 223 223 22
Mass Merchandisers - - - - - -
Other Non-Grocery Retailers
55 55 54 43 48 46
Non-Store Retailing 242 238 276 329 327 335
Vending - - - - - -
Homeshopping - - 01 02 02 02
Internet Retailing 19 22 31 37 42 5
Direct Selling 223 216 244 29 282 283
Source Health and Wellness Sector Euromonitor International
PAGE 12
Company and Brand Market Share Retail Sales breakdown
Brand Company name (GBO) 2004 2005 2006 2007 2008
Slim Fast Unilever Group 32 35 4 42 46
Dr Simi Farmacias Similares SA de CV
48 48 44 42 42
Herbalife Herbalife Ltd 18 31 44 42 41
Pharmaton Boehringer Sohn CH 5 45 4 29 28
ProWinner Pronat SA de CV 0 32 28 27 26
Bedoyecta Laboratorios Grossman SA de CV
13 26 25 26 24
Herbalife ShapeWorks Herbalife Ltd 11 19 26 25 24
Nutrisa Sport Nutrisa SA de CV - 27 23 22 22
Universal Universal Nutrition Inc - 26 25 24 21
Biometrix Schering-Plough Corp 18 19 17 18 19
Aderogyl Sanofi-Aventis 23 21 19 18 18
Omnilife Omnilife SA de CV Grupo
05 11 14 16 16
OGSS Sport Nutrition OGSS SA de CV Grupo - 19 13 12 16
Diabion Merck KGaA 06 08 07 14 13
Centrum Wyeth 23 2 19 14 13
Herbalife Thermojetics Herbalife Ltd 06 09 12 12 11
Rocaltrol Bayer AG 13 13 11 1 11
Weider Weider Global Nutrition LLC
- 12 11 1 1
Caltrate Wyeth 15 12 1 1 1
Cell Activator Herbalife Ltd - - 11 1 1
New Products
Over 2009 there were 176 new nutraceutical products launched in Mexico Below are the details concerning the top
new products launches
There were 83 new products launched in the vitamin category Botanicalherbal products saw the most new
product releases with 16 followed by lowreducedno sugar all natural weight control and childrens (5-12) vitamins
There were 66 new products launched in the herbal supplements category The most product launches were
those claiming to be natural (no preservatives) and geared to specific demographics
There were 18 new products launched in the sports products category The most popular product claim within this
category was lownoreduced caloriesmdashas seen by 10 of the 18 new products Following in popularity were three
product claims of vitaminmineral fortification lownoreduced sodium and lownoreduced fat Apple grape and
lemon-lime were the popular flavours
There were six new products launched in the meal replacement category Of these all were in liquid form and all
claimed to be vitaminmineral fortified
There were only three new products launched in the slimming products category Two of these products are in
capsule form and one in liquid form
Source Health and Wellness Sector Euromonitor International
PAGE 13
Consumer Trends
Mexicorsquos organic marketplace is still in its infancy with 80 of local organic products being exported Nevertheless Mexican consumers have a positive perception about imported organic foods The organic food sector represents between 1 and 3 of the total food sector sales in Mexico However Mexican organic product retail sales have been gaining momentum rising approximately 25 per year since 2005 and reaching US$662 million in 2007
Mexico is considered to be the 5th-largest producer of organic agri-food products in the world It is estimated that at
least 50 of the domestic demand for organics is covered by imported products representing approximately US$360
million Most of the imported organic food products available in the Mexican market are processed food products The
main imported organic food products are bakery products dairy products beverages general grocery items (cereals
sauces oils tofu seasonings etc) desserts and sweet products and ready-to-eat pulses and seeds (flax rice beans
etc)
The main consumers of organics in Mexico are educated people from the medium and high income brackets that are
concerned about their health and the environment understand the claimed benefits of organics and have a high
purchasing power
ORGANICS
Source Health and Wellness Sector Euromonitor International NOTE Statistics unavailable for organic beverages in 2006
Mexican Organic Foods amp Beverages
Sales Growth over 2006-2007
39
57
31
0
1
2
3
4
5
6
2006 2007
Perc
en
tag
e (
)
Organic Packaged Food
Organic Beverages
PAGE 14
Distribution
The largest importerdistributor of organic food products in Mexico is Aires de Campo which handles over 600 imported and domestic products This company also has its own brand and store that sells directly to the public Other importerdisbributors are Distribuidora Promesa Smart Holding Mexico Marinter and Tendencia to name a few
Of the five main Mexican store chains that specialize in organics the Green Corner chain is the main one The
remaining are Yerbabuenamarket Origenes Organicos Ki-An and Purorganiko
Source Health and Wellness Euromonitor International
Organics Sales Distribution Analysis by Retail breakdown
2002 2003 2004 2005 2006 2007
Store-Based Retailing 100 100 100 100 100 100
SupermarketsHypermarkets 99 98 97 95 93 90
Discounters - - - - - -
Small Grocery Retailers 1 15 19 36 55 69
Convenience Stores - - - - - -
Independent Small Grocers 1 15 19 36 55 69
Forecourt Retailers - - - - - -
Other store-based retailing - 05 11 14 15 31
Other Grocery Retailers - - - - - -
Non-Grocery Retailers - 05 11 14 15 31
Non-Store Retailing - - - - - -
Vending - - - - - -
Homeshopping - - - - - -
Internet Retailing - - - - - -
Direct Selling - - - - - -
PAGE 15
Companies and Brands
New Products
Over 2009 there were 105 new organic food products launched in Mexico Below are the products listed by category
There were 32 new products launched in the sauces and seasonings category The seasonings sub-category launched 21
new products followed by the ldquootherrdquo sub category with 11 new product launches
There were 13 new products launched in the chocolate confectionery category The chocolate tablets sub-category
launched nine new products and the non-individually wrapped chocolate pieces sub-category saw four new products
introduced
There were 12 new products launched in the fruits and vegetables category The vegetable sub-category saw eight new
products introduced and the fruits sub-category saw four new product launches
There were 10 new products launched in the sweet spreads category The confiture and fruit spreads sub-category saw four
new product launches the honey sub-category saw three new products launched as did the ldquootherrdquo sub-category
There were nine new products launched in the snacks category The snackcerealenergy bars sub-category introduced four
new products the ldquootherrdquo sub-category launched five new snacks
Company and Brand Shares Retail Sales breakdown
Brand Company name (GBO) 2005 2006 2007
Del Rancho Unifoods SA de CV
617 633 643
Biorganic Unifoods SA de CV 165 17 168
Silk Dean Foods Co 56 58 88
Aires de Campo Aires de Campo SA de CV 88 61 12
Avaacutendaro Agrocultivos de Valle de Bravo SA de CV 08 09 1
St Dalfour St Dalfour Fregraveres - - 07
Pasa Organico Panamericana Abarrotera SA de CV - - 07
Blasoacuten Intercafeacute SA de CV - - 02
Tierra Grande Desarrollo Agropecuario Bravo SA de CV 02 02 02
Others Others 64 66 62 Source Health and Wellness Food and Beverages Euromonitor International
PAGE 18
There were eight new products launched in the dairy category The white milk sub-category introduced
three new products and the ldquootherrdquo sub-category launched five new products
There were seven new products launched in the breakfast cereal category The cold cereals sub-
category had six new product introductions and the ldquootherrdquo sub-category had one new breakfast cereal new product intro-
duction
There were 6 new products launched in the bakery category The other sub-category was the sole sub-category with new
product introductions
The soup category and the savoury spreads category each had two product launches in the ldquootherrdquo sub-category
Source Mintel
Mexico Organic Foods
Number of New Product Introductions for 2009
32
13
12
9
6
10
8
7
Sauces and Seasonings
Chocolate confectionary
Fruits and Vegetables
Snacks
Bakery
Sw eet Spreads
Dairy
Breakfast Cereal
PAGE 19
This report analyses the market for health and wellness food and beverages in Mexico For the purposes of this
study the market has been defined as follows
Functional FoodsmdashItems to which health ingredients have been added These functional foods and beverages
should have a specific physiological function andor are enhanced with added ingredients not normally found in the
product providing health benefits beyond their nutritional value The categories covered in this segment are
added calcium functional digestive functional immune system functional bone health and vitaminmineral
fortified
Better-For-You FoodsmdashThe category includes packaged food and beverage products where the amount of a
substance considered to be less healthy (fat sugar salt carbohydrates) has been actively reduced during pro-
duction To qualify for inclusion in this category the ldquoless healthyrdquo element of the food stuff needs to have been
actively removed or substituted during the processing This should form part of the positioningmarketing of the
product Products which are naturally fatsugarcarbohydrate-free are not included The categories covered in this
segment are lownoreduced fat lownoreduced sugar lownoreduced sodium lownoreduced glycemic and
nolowreduced cholesterol
NutraceuticalsmdashNatural substances are found in food which have medicinal properties to treat or prevent certain
diseases These natural substances can be added to the diet by increasing consumption of certain foods or can
be taken as nutritional supplements Products typically claim to prevent chronic diseases improve health delay
the aging process and increase life expectancy The categories covered in this segment are vitamins sports
products herbal supplements and meal replacement slimming products
OrganicmdashProducts that are certified organic by an approved certification body Depending on the country such
products are called ldquoorganicrdquo ldquobiologicalrdquo or ldquoecologicalrdquo
The usage of the above categories are taken from both Euromonitor International and Mintel These groupings
represent globally accepted classification and product identification for the purpose of data collection
ANNEX ldquoArdquo DEFINITIONS
Health and Wellness in Mexico copy Her Majesty the Queen in Right of Canada 2010 ISSN 1920-6593 Market Indicator Report AAFC No 11204E Photo Credits All Photographs reproduced in this publication are used by permission of the rights holders All images unless otherwise noted are copyright Her Majesty the Queen in Right of Canada
For additional copies of this publication or to request an alternate format please contact Agriculture and Agri-Food Canada 1341 Baseline Road Tower 5 4th floor Ottawa ON Canada K1A 0C5 E-mail infoserviceagrgcca
Aussi disponible en franccedilais sous le titre Les produits de santeacute et de mieux-ecirctre au Mexique
The Government of Canada has prepared this report based on primary and secondary sources of information Although every effort has been made to ensure that the information is accurate Agriculture and Agri-Food Canada assumes no liability for any actions taken based on the information contained herein
PAGE 10
There were 38 new products launched in the lownoreduced glycemic sub-category Syrups saw
11 new product launches followed by sweet biscuitscookies sub-category had nine new product
launches The non-individually wrapped chocolate pieces boiled sweets and sweeteners and sugars
sub-categories had two product launches each Honey confiture and fruit spreads chocolate pastilles gums
jellies and chews and bakery ldquootherrdquo sub-categories each had one product launch
Consumer Trends
Meal replacementslimming products and herbal and traditional products were the most popular nutraceutical
purchases by the Mexican consumer in 2009 The Mexican meal replacementslimming products market has
grown from US$671 million in 2005 to over US$1024 million in 2009 The typical group of consumers interested in
meal replacementslimming products are high-income earners who make up a fraction of the total population
Powder versions of meal replacementslimming products are the most popular but are losing share to bars and
ready-to-drink types which are typically found in six packs
Vitamins and dietary supplements retail sales reached US$6389 million in 2009 and are expected to grow by
13 in constant value terms over the next few years In a comparative analysis of herbaltraditional supplements
versus standard supplements the herbaltraditional products are outselling slightly with approximately 1 growth
per year since 2005 Of the dietary supplements calcium was the top seller in 2008 however cod liver oil was the
fastest growing in popularity Multivitamins aimed at consumers in the lower income segments will remain the most
popular products
Sports nutrition product sales value remained relatively constant from 2006 to 2009 reaching US$1528 million in
2009 Of the various items that make up this category protein powder dominates with 72 of sales followed by
protein bars with 23 of sales
Interestingly nutraceuticals saw a drop in sales volume as opposed to sales value across the board in 2009 This may be attributed to the global economic downturn which affected consumers worldwide during this time frame
NUTRACEUTICALS
59
88
40
91
54
26
38
34
-22
57
64
18
Mexico Nutraceuticals Market Growth from 2007 to 2009
Vitamins and Dietary Supplements
Sports Nutrition
Meal ReplacementSlimming Products
Herbal and Traditional Products
Note 2009 data is provisional and based on part-year estimates
Source Health and Wellness Sector Euromonitor Internaitonal
PAGE 11
Distribution
136 of herbaltraditional products were sold in grocery retail and 673 were sold in nonshygrocery retail such as pharmacies 26 of vitamins and dietary supplements were sold in grocery retail while 461 sold in non-grocery retail settings
465 of sports nutrition products were purchased through non-grocery retail Direct selling contributed to the remaining volume with 40 of sales
In the slimming products category direct sale was the most popular purchasing option with 45 of sales in 2008 followed by Internet retail with 26 of sales
Companies and Brands
Unilever Groups Slim Fast product has been the dominant product brand in the slimming products category with 405 share in 2008 Herbalife Ltds Herbalife Thermosjetics is in second place with 10 of brand share in 2008 but has been in a slight decline since 2007
In the sports nutrition category Pro Winner from Pronat SA is the leading brand seizing 197 of market share in 2008 Nutrisa Sport from Nutrisa SA is second with 167 This is slightly above Universal by Universal which has 158 share It is important to note that two of the three leading brands have lost market share which appears to be cascading down to lesser players in this category
In the slimming products category the dominant supplier in 2008 was Unilever with 405 of the market followed by
Herbalife with a 139 share
In the vitamin and dietary supplements category the top brand share belongs to Dr Simi from Farmacias Similares SA at 82 surpassing its closest competitor Herbalilfe at 79 in 2008
Medications like Asenlix Xenical and Raductil are being considered by a growing number of Mexicans as alternative
methods for weight loss
Mexico Neutraceutical Sales Distribution breakdown by Retail Outlet
2003 2004 2005 2006 2007 2008
Store-Based Retailing 758 762 724 671 673 665
Grocery Retailers 136 136 144 159 17 172
Non-Grocery Retailers 622 626 579 512 503 493
ChemistsPharmacies 161 163 135 116 104 134
Parapharmacies148 152 144 131 128 94
Healthfood shops 258 256 246 223 223 22
Mass Merchandisers - - - - - -
Other Non-Grocery Retailers
55 55 54 43 48 46
Non-Store Retailing 242 238 276 329 327 335
Vending - - - - - -
Homeshopping - - 01 02 02 02
Internet Retailing 19 22 31 37 42 5
Direct Selling 223 216 244 29 282 283
Source Health and Wellness Sector Euromonitor International
PAGE 12
Company and Brand Market Share Retail Sales breakdown
Brand Company name (GBO) 2004 2005 2006 2007 2008
Slim Fast Unilever Group 32 35 4 42 46
Dr Simi Farmacias Similares SA de CV
48 48 44 42 42
Herbalife Herbalife Ltd 18 31 44 42 41
Pharmaton Boehringer Sohn CH 5 45 4 29 28
ProWinner Pronat SA de CV 0 32 28 27 26
Bedoyecta Laboratorios Grossman SA de CV
13 26 25 26 24
Herbalife ShapeWorks Herbalife Ltd 11 19 26 25 24
Nutrisa Sport Nutrisa SA de CV - 27 23 22 22
Universal Universal Nutrition Inc - 26 25 24 21
Biometrix Schering-Plough Corp 18 19 17 18 19
Aderogyl Sanofi-Aventis 23 21 19 18 18
Omnilife Omnilife SA de CV Grupo
05 11 14 16 16
OGSS Sport Nutrition OGSS SA de CV Grupo - 19 13 12 16
Diabion Merck KGaA 06 08 07 14 13
Centrum Wyeth 23 2 19 14 13
Herbalife Thermojetics Herbalife Ltd 06 09 12 12 11
Rocaltrol Bayer AG 13 13 11 1 11
Weider Weider Global Nutrition LLC
- 12 11 1 1
Caltrate Wyeth 15 12 1 1 1
Cell Activator Herbalife Ltd - - 11 1 1
New Products
Over 2009 there were 176 new nutraceutical products launched in Mexico Below are the details concerning the top
new products launches
There were 83 new products launched in the vitamin category Botanicalherbal products saw the most new
product releases with 16 followed by lowreducedno sugar all natural weight control and childrens (5-12) vitamins
There were 66 new products launched in the herbal supplements category The most product launches were
those claiming to be natural (no preservatives) and geared to specific demographics
There were 18 new products launched in the sports products category The most popular product claim within this
category was lownoreduced caloriesmdashas seen by 10 of the 18 new products Following in popularity were three
product claims of vitaminmineral fortification lownoreduced sodium and lownoreduced fat Apple grape and
lemon-lime were the popular flavours
There were six new products launched in the meal replacement category Of these all were in liquid form and all
claimed to be vitaminmineral fortified
There were only three new products launched in the slimming products category Two of these products are in
capsule form and one in liquid form
Source Health and Wellness Sector Euromonitor International
PAGE 13
Consumer Trends
Mexicorsquos organic marketplace is still in its infancy with 80 of local organic products being exported Nevertheless Mexican consumers have a positive perception about imported organic foods The organic food sector represents between 1 and 3 of the total food sector sales in Mexico However Mexican organic product retail sales have been gaining momentum rising approximately 25 per year since 2005 and reaching US$662 million in 2007
Mexico is considered to be the 5th-largest producer of organic agri-food products in the world It is estimated that at
least 50 of the domestic demand for organics is covered by imported products representing approximately US$360
million Most of the imported organic food products available in the Mexican market are processed food products The
main imported organic food products are bakery products dairy products beverages general grocery items (cereals
sauces oils tofu seasonings etc) desserts and sweet products and ready-to-eat pulses and seeds (flax rice beans
etc)
The main consumers of organics in Mexico are educated people from the medium and high income brackets that are
concerned about their health and the environment understand the claimed benefits of organics and have a high
purchasing power
ORGANICS
Source Health and Wellness Sector Euromonitor International NOTE Statistics unavailable for organic beverages in 2006
Mexican Organic Foods amp Beverages
Sales Growth over 2006-2007
39
57
31
0
1
2
3
4
5
6
2006 2007
Perc
en
tag
e (
)
Organic Packaged Food
Organic Beverages
PAGE 14
Distribution
The largest importerdistributor of organic food products in Mexico is Aires de Campo which handles over 600 imported and domestic products This company also has its own brand and store that sells directly to the public Other importerdisbributors are Distribuidora Promesa Smart Holding Mexico Marinter and Tendencia to name a few
Of the five main Mexican store chains that specialize in organics the Green Corner chain is the main one The
remaining are Yerbabuenamarket Origenes Organicos Ki-An and Purorganiko
Source Health and Wellness Euromonitor International
Organics Sales Distribution Analysis by Retail breakdown
2002 2003 2004 2005 2006 2007
Store-Based Retailing 100 100 100 100 100 100
SupermarketsHypermarkets 99 98 97 95 93 90
Discounters - - - - - -
Small Grocery Retailers 1 15 19 36 55 69
Convenience Stores - - - - - -
Independent Small Grocers 1 15 19 36 55 69
Forecourt Retailers - - - - - -
Other store-based retailing - 05 11 14 15 31
Other Grocery Retailers - - - - - -
Non-Grocery Retailers - 05 11 14 15 31
Non-Store Retailing - - - - - -
Vending - - - - - -
Homeshopping - - - - - -
Internet Retailing - - - - - -
Direct Selling - - - - - -
PAGE 15
Companies and Brands
New Products
Over 2009 there were 105 new organic food products launched in Mexico Below are the products listed by category
There were 32 new products launched in the sauces and seasonings category The seasonings sub-category launched 21
new products followed by the ldquootherrdquo sub category with 11 new product launches
There were 13 new products launched in the chocolate confectionery category The chocolate tablets sub-category
launched nine new products and the non-individually wrapped chocolate pieces sub-category saw four new products
introduced
There were 12 new products launched in the fruits and vegetables category The vegetable sub-category saw eight new
products introduced and the fruits sub-category saw four new product launches
There were 10 new products launched in the sweet spreads category The confiture and fruit spreads sub-category saw four
new product launches the honey sub-category saw three new products launched as did the ldquootherrdquo sub-category
There were nine new products launched in the snacks category The snackcerealenergy bars sub-category introduced four
new products the ldquootherrdquo sub-category launched five new snacks
Company and Brand Shares Retail Sales breakdown
Brand Company name (GBO) 2005 2006 2007
Del Rancho Unifoods SA de CV
617 633 643
Biorganic Unifoods SA de CV 165 17 168
Silk Dean Foods Co 56 58 88
Aires de Campo Aires de Campo SA de CV 88 61 12
Avaacutendaro Agrocultivos de Valle de Bravo SA de CV 08 09 1
St Dalfour St Dalfour Fregraveres - - 07
Pasa Organico Panamericana Abarrotera SA de CV - - 07
Blasoacuten Intercafeacute SA de CV - - 02
Tierra Grande Desarrollo Agropecuario Bravo SA de CV 02 02 02
Others Others 64 66 62 Source Health and Wellness Food and Beverages Euromonitor International
PAGE 18
There were eight new products launched in the dairy category The white milk sub-category introduced
three new products and the ldquootherrdquo sub-category launched five new products
There were seven new products launched in the breakfast cereal category The cold cereals sub-
category had six new product introductions and the ldquootherrdquo sub-category had one new breakfast cereal new product intro-
duction
There were 6 new products launched in the bakery category The other sub-category was the sole sub-category with new
product introductions
The soup category and the savoury spreads category each had two product launches in the ldquootherrdquo sub-category
Source Mintel
Mexico Organic Foods
Number of New Product Introductions for 2009
32
13
12
9
6
10
8
7
Sauces and Seasonings
Chocolate confectionary
Fruits and Vegetables
Snacks
Bakery
Sw eet Spreads
Dairy
Breakfast Cereal
PAGE 19
This report analyses the market for health and wellness food and beverages in Mexico For the purposes of this
study the market has been defined as follows
Functional FoodsmdashItems to which health ingredients have been added These functional foods and beverages
should have a specific physiological function andor are enhanced with added ingredients not normally found in the
product providing health benefits beyond their nutritional value The categories covered in this segment are
added calcium functional digestive functional immune system functional bone health and vitaminmineral
fortified
Better-For-You FoodsmdashThe category includes packaged food and beverage products where the amount of a
substance considered to be less healthy (fat sugar salt carbohydrates) has been actively reduced during pro-
duction To qualify for inclusion in this category the ldquoless healthyrdquo element of the food stuff needs to have been
actively removed or substituted during the processing This should form part of the positioningmarketing of the
product Products which are naturally fatsugarcarbohydrate-free are not included The categories covered in this
segment are lownoreduced fat lownoreduced sugar lownoreduced sodium lownoreduced glycemic and
nolowreduced cholesterol
NutraceuticalsmdashNatural substances are found in food which have medicinal properties to treat or prevent certain
diseases These natural substances can be added to the diet by increasing consumption of certain foods or can
be taken as nutritional supplements Products typically claim to prevent chronic diseases improve health delay
the aging process and increase life expectancy The categories covered in this segment are vitamins sports
products herbal supplements and meal replacement slimming products
OrganicmdashProducts that are certified organic by an approved certification body Depending on the country such
products are called ldquoorganicrdquo ldquobiologicalrdquo or ldquoecologicalrdquo
The usage of the above categories are taken from both Euromonitor International and Mintel These groupings
represent globally accepted classification and product identification for the purpose of data collection
ANNEX ldquoArdquo DEFINITIONS
Health and Wellness in Mexico copy Her Majesty the Queen in Right of Canada 2010 ISSN 1920-6593 Market Indicator Report AAFC No 11204E Photo Credits All Photographs reproduced in this publication are used by permission of the rights holders All images unless otherwise noted are copyright Her Majesty the Queen in Right of Canada
For additional copies of this publication or to request an alternate format please contact Agriculture and Agri-Food Canada 1341 Baseline Road Tower 5 4th floor Ottawa ON Canada K1A 0C5 E-mail infoserviceagrgcca
Aussi disponible en franccedilais sous le titre Les produits de santeacute et de mieux-ecirctre au Mexique
The Government of Canada has prepared this report based on primary and secondary sources of information Although every effort has been made to ensure that the information is accurate Agriculture and Agri-Food Canada assumes no liability for any actions taken based on the information contained herein
PAGE 11
Distribution
136 of herbaltraditional products were sold in grocery retail and 673 were sold in nonshygrocery retail such as pharmacies 26 of vitamins and dietary supplements were sold in grocery retail while 461 sold in non-grocery retail settings
465 of sports nutrition products were purchased through non-grocery retail Direct selling contributed to the remaining volume with 40 of sales
In the slimming products category direct sale was the most popular purchasing option with 45 of sales in 2008 followed by Internet retail with 26 of sales
Companies and Brands
Unilever Groups Slim Fast product has been the dominant product brand in the slimming products category with 405 share in 2008 Herbalife Ltds Herbalife Thermosjetics is in second place with 10 of brand share in 2008 but has been in a slight decline since 2007
In the sports nutrition category Pro Winner from Pronat SA is the leading brand seizing 197 of market share in 2008 Nutrisa Sport from Nutrisa SA is second with 167 This is slightly above Universal by Universal which has 158 share It is important to note that two of the three leading brands have lost market share which appears to be cascading down to lesser players in this category
In the slimming products category the dominant supplier in 2008 was Unilever with 405 of the market followed by
Herbalife with a 139 share
In the vitamin and dietary supplements category the top brand share belongs to Dr Simi from Farmacias Similares SA at 82 surpassing its closest competitor Herbalilfe at 79 in 2008
Medications like Asenlix Xenical and Raductil are being considered by a growing number of Mexicans as alternative
methods for weight loss
Mexico Neutraceutical Sales Distribution breakdown by Retail Outlet
2003 2004 2005 2006 2007 2008
Store-Based Retailing 758 762 724 671 673 665
Grocery Retailers 136 136 144 159 17 172
Non-Grocery Retailers 622 626 579 512 503 493
ChemistsPharmacies 161 163 135 116 104 134
Parapharmacies148 152 144 131 128 94
Healthfood shops 258 256 246 223 223 22
Mass Merchandisers - - - - - -
Other Non-Grocery Retailers
55 55 54 43 48 46
Non-Store Retailing 242 238 276 329 327 335
Vending - - - - - -
Homeshopping - - 01 02 02 02
Internet Retailing 19 22 31 37 42 5
Direct Selling 223 216 244 29 282 283
Source Health and Wellness Sector Euromonitor International
PAGE 12
Company and Brand Market Share Retail Sales breakdown
Brand Company name (GBO) 2004 2005 2006 2007 2008
Slim Fast Unilever Group 32 35 4 42 46
Dr Simi Farmacias Similares SA de CV
48 48 44 42 42
Herbalife Herbalife Ltd 18 31 44 42 41
Pharmaton Boehringer Sohn CH 5 45 4 29 28
ProWinner Pronat SA de CV 0 32 28 27 26
Bedoyecta Laboratorios Grossman SA de CV
13 26 25 26 24
Herbalife ShapeWorks Herbalife Ltd 11 19 26 25 24
Nutrisa Sport Nutrisa SA de CV - 27 23 22 22
Universal Universal Nutrition Inc - 26 25 24 21
Biometrix Schering-Plough Corp 18 19 17 18 19
Aderogyl Sanofi-Aventis 23 21 19 18 18
Omnilife Omnilife SA de CV Grupo
05 11 14 16 16
OGSS Sport Nutrition OGSS SA de CV Grupo - 19 13 12 16
Diabion Merck KGaA 06 08 07 14 13
Centrum Wyeth 23 2 19 14 13
Herbalife Thermojetics Herbalife Ltd 06 09 12 12 11
Rocaltrol Bayer AG 13 13 11 1 11
Weider Weider Global Nutrition LLC
- 12 11 1 1
Caltrate Wyeth 15 12 1 1 1
Cell Activator Herbalife Ltd - - 11 1 1
New Products
Over 2009 there were 176 new nutraceutical products launched in Mexico Below are the details concerning the top
new products launches
There were 83 new products launched in the vitamin category Botanicalherbal products saw the most new
product releases with 16 followed by lowreducedno sugar all natural weight control and childrens (5-12) vitamins
There were 66 new products launched in the herbal supplements category The most product launches were
those claiming to be natural (no preservatives) and geared to specific demographics
There were 18 new products launched in the sports products category The most popular product claim within this
category was lownoreduced caloriesmdashas seen by 10 of the 18 new products Following in popularity were three
product claims of vitaminmineral fortification lownoreduced sodium and lownoreduced fat Apple grape and
lemon-lime were the popular flavours
There were six new products launched in the meal replacement category Of these all were in liquid form and all
claimed to be vitaminmineral fortified
There were only three new products launched in the slimming products category Two of these products are in
capsule form and one in liquid form
Source Health and Wellness Sector Euromonitor International
PAGE 13
Consumer Trends
Mexicorsquos organic marketplace is still in its infancy with 80 of local organic products being exported Nevertheless Mexican consumers have a positive perception about imported organic foods The organic food sector represents between 1 and 3 of the total food sector sales in Mexico However Mexican organic product retail sales have been gaining momentum rising approximately 25 per year since 2005 and reaching US$662 million in 2007
Mexico is considered to be the 5th-largest producer of organic agri-food products in the world It is estimated that at
least 50 of the domestic demand for organics is covered by imported products representing approximately US$360
million Most of the imported organic food products available in the Mexican market are processed food products The
main imported organic food products are bakery products dairy products beverages general grocery items (cereals
sauces oils tofu seasonings etc) desserts and sweet products and ready-to-eat pulses and seeds (flax rice beans
etc)
The main consumers of organics in Mexico are educated people from the medium and high income brackets that are
concerned about their health and the environment understand the claimed benefits of organics and have a high
purchasing power
ORGANICS
Source Health and Wellness Sector Euromonitor International NOTE Statistics unavailable for organic beverages in 2006
Mexican Organic Foods amp Beverages
Sales Growth over 2006-2007
39
57
31
0
1
2
3
4
5
6
2006 2007
Perc
en
tag
e (
)
Organic Packaged Food
Organic Beverages
PAGE 14
Distribution
The largest importerdistributor of organic food products in Mexico is Aires de Campo which handles over 600 imported and domestic products This company also has its own brand and store that sells directly to the public Other importerdisbributors are Distribuidora Promesa Smart Holding Mexico Marinter and Tendencia to name a few
Of the five main Mexican store chains that specialize in organics the Green Corner chain is the main one The
remaining are Yerbabuenamarket Origenes Organicos Ki-An and Purorganiko
Source Health and Wellness Euromonitor International
Organics Sales Distribution Analysis by Retail breakdown
2002 2003 2004 2005 2006 2007
Store-Based Retailing 100 100 100 100 100 100
SupermarketsHypermarkets 99 98 97 95 93 90
Discounters - - - - - -
Small Grocery Retailers 1 15 19 36 55 69
Convenience Stores - - - - - -
Independent Small Grocers 1 15 19 36 55 69
Forecourt Retailers - - - - - -
Other store-based retailing - 05 11 14 15 31
Other Grocery Retailers - - - - - -
Non-Grocery Retailers - 05 11 14 15 31
Non-Store Retailing - - - - - -
Vending - - - - - -
Homeshopping - - - - - -
Internet Retailing - - - - - -
Direct Selling - - - - - -
PAGE 15
Companies and Brands
New Products
Over 2009 there were 105 new organic food products launched in Mexico Below are the products listed by category
There were 32 new products launched in the sauces and seasonings category The seasonings sub-category launched 21
new products followed by the ldquootherrdquo sub category with 11 new product launches
There were 13 new products launched in the chocolate confectionery category The chocolate tablets sub-category
launched nine new products and the non-individually wrapped chocolate pieces sub-category saw four new products
introduced
There were 12 new products launched in the fruits and vegetables category The vegetable sub-category saw eight new
products introduced and the fruits sub-category saw four new product launches
There were 10 new products launched in the sweet spreads category The confiture and fruit spreads sub-category saw four
new product launches the honey sub-category saw three new products launched as did the ldquootherrdquo sub-category
There were nine new products launched in the snacks category The snackcerealenergy bars sub-category introduced four
new products the ldquootherrdquo sub-category launched five new snacks
Company and Brand Shares Retail Sales breakdown
Brand Company name (GBO) 2005 2006 2007
Del Rancho Unifoods SA de CV
617 633 643
Biorganic Unifoods SA de CV 165 17 168
Silk Dean Foods Co 56 58 88
Aires de Campo Aires de Campo SA de CV 88 61 12
Avaacutendaro Agrocultivos de Valle de Bravo SA de CV 08 09 1
St Dalfour St Dalfour Fregraveres - - 07
Pasa Organico Panamericana Abarrotera SA de CV - - 07
Blasoacuten Intercafeacute SA de CV - - 02
Tierra Grande Desarrollo Agropecuario Bravo SA de CV 02 02 02
Others Others 64 66 62 Source Health and Wellness Food and Beverages Euromonitor International
PAGE 18
There were eight new products launched in the dairy category The white milk sub-category introduced
three new products and the ldquootherrdquo sub-category launched five new products
There were seven new products launched in the breakfast cereal category The cold cereals sub-
category had six new product introductions and the ldquootherrdquo sub-category had one new breakfast cereal new product intro-
duction
There were 6 new products launched in the bakery category The other sub-category was the sole sub-category with new
product introductions
The soup category and the savoury spreads category each had two product launches in the ldquootherrdquo sub-category
Source Mintel
Mexico Organic Foods
Number of New Product Introductions for 2009
32
13
12
9
6
10
8
7
Sauces and Seasonings
Chocolate confectionary
Fruits and Vegetables
Snacks
Bakery
Sw eet Spreads
Dairy
Breakfast Cereal
PAGE 19
This report analyses the market for health and wellness food and beverages in Mexico For the purposes of this
study the market has been defined as follows
Functional FoodsmdashItems to which health ingredients have been added These functional foods and beverages
should have a specific physiological function andor are enhanced with added ingredients not normally found in the
product providing health benefits beyond their nutritional value The categories covered in this segment are
added calcium functional digestive functional immune system functional bone health and vitaminmineral
fortified
Better-For-You FoodsmdashThe category includes packaged food and beverage products where the amount of a
substance considered to be less healthy (fat sugar salt carbohydrates) has been actively reduced during pro-
duction To qualify for inclusion in this category the ldquoless healthyrdquo element of the food stuff needs to have been
actively removed or substituted during the processing This should form part of the positioningmarketing of the
product Products which are naturally fatsugarcarbohydrate-free are not included The categories covered in this
segment are lownoreduced fat lownoreduced sugar lownoreduced sodium lownoreduced glycemic and
nolowreduced cholesterol
NutraceuticalsmdashNatural substances are found in food which have medicinal properties to treat or prevent certain
diseases These natural substances can be added to the diet by increasing consumption of certain foods or can
be taken as nutritional supplements Products typically claim to prevent chronic diseases improve health delay
the aging process and increase life expectancy The categories covered in this segment are vitamins sports
products herbal supplements and meal replacement slimming products
OrganicmdashProducts that are certified organic by an approved certification body Depending on the country such
products are called ldquoorganicrdquo ldquobiologicalrdquo or ldquoecologicalrdquo
The usage of the above categories are taken from both Euromonitor International and Mintel These groupings
represent globally accepted classification and product identification for the purpose of data collection
ANNEX ldquoArdquo DEFINITIONS
Health and Wellness in Mexico copy Her Majesty the Queen in Right of Canada 2010 ISSN 1920-6593 Market Indicator Report AAFC No 11204E Photo Credits All Photographs reproduced in this publication are used by permission of the rights holders All images unless otherwise noted are copyright Her Majesty the Queen in Right of Canada
For additional copies of this publication or to request an alternate format please contact Agriculture and Agri-Food Canada 1341 Baseline Road Tower 5 4th floor Ottawa ON Canada K1A 0C5 E-mail infoserviceagrgcca
Aussi disponible en franccedilais sous le titre Les produits de santeacute et de mieux-ecirctre au Mexique
The Government of Canada has prepared this report based on primary and secondary sources of information Although every effort has been made to ensure that the information is accurate Agriculture and Agri-Food Canada assumes no liability for any actions taken based on the information contained herein
PAGE 12
Company and Brand Market Share Retail Sales breakdown
Brand Company name (GBO) 2004 2005 2006 2007 2008
Slim Fast Unilever Group 32 35 4 42 46
Dr Simi Farmacias Similares SA de CV
48 48 44 42 42
Herbalife Herbalife Ltd 18 31 44 42 41
Pharmaton Boehringer Sohn CH 5 45 4 29 28
ProWinner Pronat SA de CV 0 32 28 27 26
Bedoyecta Laboratorios Grossman SA de CV
13 26 25 26 24
Herbalife ShapeWorks Herbalife Ltd 11 19 26 25 24
Nutrisa Sport Nutrisa SA de CV - 27 23 22 22
Universal Universal Nutrition Inc - 26 25 24 21
Biometrix Schering-Plough Corp 18 19 17 18 19
Aderogyl Sanofi-Aventis 23 21 19 18 18
Omnilife Omnilife SA de CV Grupo
05 11 14 16 16
OGSS Sport Nutrition OGSS SA de CV Grupo - 19 13 12 16
Diabion Merck KGaA 06 08 07 14 13
Centrum Wyeth 23 2 19 14 13
Herbalife Thermojetics Herbalife Ltd 06 09 12 12 11
Rocaltrol Bayer AG 13 13 11 1 11
Weider Weider Global Nutrition LLC
- 12 11 1 1
Caltrate Wyeth 15 12 1 1 1
Cell Activator Herbalife Ltd - - 11 1 1
New Products
Over 2009 there were 176 new nutraceutical products launched in Mexico Below are the details concerning the top
new products launches
There were 83 new products launched in the vitamin category Botanicalherbal products saw the most new
product releases with 16 followed by lowreducedno sugar all natural weight control and childrens (5-12) vitamins
There were 66 new products launched in the herbal supplements category The most product launches were
those claiming to be natural (no preservatives) and geared to specific demographics
There were 18 new products launched in the sports products category The most popular product claim within this
category was lownoreduced caloriesmdashas seen by 10 of the 18 new products Following in popularity were three
product claims of vitaminmineral fortification lownoreduced sodium and lownoreduced fat Apple grape and
lemon-lime were the popular flavours
There were six new products launched in the meal replacement category Of these all were in liquid form and all
claimed to be vitaminmineral fortified
There were only three new products launched in the slimming products category Two of these products are in
capsule form and one in liquid form
Source Health and Wellness Sector Euromonitor International
PAGE 13
Consumer Trends
Mexicorsquos organic marketplace is still in its infancy with 80 of local organic products being exported Nevertheless Mexican consumers have a positive perception about imported organic foods The organic food sector represents between 1 and 3 of the total food sector sales in Mexico However Mexican organic product retail sales have been gaining momentum rising approximately 25 per year since 2005 and reaching US$662 million in 2007
Mexico is considered to be the 5th-largest producer of organic agri-food products in the world It is estimated that at
least 50 of the domestic demand for organics is covered by imported products representing approximately US$360
million Most of the imported organic food products available in the Mexican market are processed food products The
main imported organic food products are bakery products dairy products beverages general grocery items (cereals
sauces oils tofu seasonings etc) desserts and sweet products and ready-to-eat pulses and seeds (flax rice beans
etc)
The main consumers of organics in Mexico are educated people from the medium and high income brackets that are
concerned about their health and the environment understand the claimed benefits of organics and have a high
purchasing power
ORGANICS
Source Health and Wellness Sector Euromonitor International NOTE Statistics unavailable for organic beverages in 2006
Mexican Organic Foods amp Beverages
Sales Growth over 2006-2007
39
57
31
0
1
2
3
4
5
6
2006 2007
Perc
en
tag
e (
)
Organic Packaged Food
Organic Beverages
PAGE 14
Distribution
The largest importerdistributor of organic food products in Mexico is Aires de Campo which handles over 600 imported and domestic products This company also has its own brand and store that sells directly to the public Other importerdisbributors are Distribuidora Promesa Smart Holding Mexico Marinter and Tendencia to name a few
Of the five main Mexican store chains that specialize in organics the Green Corner chain is the main one The
remaining are Yerbabuenamarket Origenes Organicos Ki-An and Purorganiko
Source Health and Wellness Euromonitor International
Organics Sales Distribution Analysis by Retail breakdown
2002 2003 2004 2005 2006 2007
Store-Based Retailing 100 100 100 100 100 100
SupermarketsHypermarkets 99 98 97 95 93 90
Discounters - - - - - -
Small Grocery Retailers 1 15 19 36 55 69
Convenience Stores - - - - - -
Independent Small Grocers 1 15 19 36 55 69
Forecourt Retailers - - - - - -
Other store-based retailing - 05 11 14 15 31
Other Grocery Retailers - - - - - -
Non-Grocery Retailers - 05 11 14 15 31
Non-Store Retailing - - - - - -
Vending - - - - - -
Homeshopping - - - - - -
Internet Retailing - - - - - -
Direct Selling - - - - - -
PAGE 15
Companies and Brands
New Products
Over 2009 there were 105 new organic food products launched in Mexico Below are the products listed by category
There were 32 new products launched in the sauces and seasonings category The seasonings sub-category launched 21
new products followed by the ldquootherrdquo sub category with 11 new product launches
There were 13 new products launched in the chocolate confectionery category The chocolate tablets sub-category
launched nine new products and the non-individually wrapped chocolate pieces sub-category saw four new products
introduced
There were 12 new products launched in the fruits and vegetables category The vegetable sub-category saw eight new
products introduced and the fruits sub-category saw four new product launches
There were 10 new products launched in the sweet spreads category The confiture and fruit spreads sub-category saw four
new product launches the honey sub-category saw three new products launched as did the ldquootherrdquo sub-category
There were nine new products launched in the snacks category The snackcerealenergy bars sub-category introduced four
new products the ldquootherrdquo sub-category launched five new snacks
Company and Brand Shares Retail Sales breakdown
Brand Company name (GBO) 2005 2006 2007
Del Rancho Unifoods SA de CV
617 633 643
Biorganic Unifoods SA de CV 165 17 168
Silk Dean Foods Co 56 58 88
Aires de Campo Aires de Campo SA de CV 88 61 12
Avaacutendaro Agrocultivos de Valle de Bravo SA de CV 08 09 1
St Dalfour St Dalfour Fregraveres - - 07
Pasa Organico Panamericana Abarrotera SA de CV - - 07
Blasoacuten Intercafeacute SA de CV - - 02
Tierra Grande Desarrollo Agropecuario Bravo SA de CV 02 02 02
Others Others 64 66 62 Source Health and Wellness Food and Beverages Euromonitor International
PAGE 18
There were eight new products launched in the dairy category The white milk sub-category introduced
three new products and the ldquootherrdquo sub-category launched five new products
There were seven new products launched in the breakfast cereal category The cold cereals sub-
category had six new product introductions and the ldquootherrdquo sub-category had one new breakfast cereal new product intro-
duction
There were 6 new products launched in the bakery category The other sub-category was the sole sub-category with new
product introductions
The soup category and the savoury spreads category each had two product launches in the ldquootherrdquo sub-category
Source Mintel
Mexico Organic Foods
Number of New Product Introductions for 2009
32
13
12
9
6
10
8
7
Sauces and Seasonings
Chocolate confectionary
Fruits and Vegetables
Snacks
Bakery
Sw eet Spreads
Dairy
Breakfast Cereal
PAGE 19
This report analyses the market for health and wellness food and beverages in Mexico For the purposes of this
study the market has been defined as follows
Functional FoodsmdashItems to which health ingredients have been added These functional foods and beverages
should have a specific physiological function andor are enhanced with added ingredients not normally found in the
product providing health benefits beyond their nutritional value The categories covered in this segment are
added calcium functional digestive functional immune system functional bone health and vitaminmineral
fortified
Better-For-You FoodsmdashThe category includes packaged food and beverage products where the amount of a
substance considered to be less healthy (fat sugar salt carbohydrates) has been actively reduced during pro-
duction To qualify for inclusion in this category the ldquoless healthyrdquo element of the food stuff needs to have been
actively removed or substituted during the processing This should form part of the positioningmarketing of the
product Products which are naturally fatsugarcarbohydrate-free are not included The categories covered in this
segment are lownoreduced fat lownoreduced sugar lownoreduced sodium lownoreduced glycemic and
nolowreduced cholesterol
NutraceuticalsmdashNatural substances are found in food which have medicinal properties to treat or prevent certain
diseases These natural substances can be added to the diet by increasing consumption of certain foods or can
be taken as nutritional supplements Products typically claim to prevent chronic diseases improve health delay
the aging process and increase life expectancy The categories covered in this segment are vitamins sports
products herbal supplements and meal replacement slimming products
OrganicmdashProducts that are certified organic by an approved certification body Depending on the country such
products are called ldquoorganicrdquo ldquobiologicalrdquo or ldquoecologicalrdquo
The usage of the above categories are taken from both Euromonitor International and Mintel These groupings
represent globally accepted classification and product identification for the purpose of data collection
ANNEX ldquoArdquo DEFINITIONS
Health and Wellness in Mexico copy Her Majesty the Queen in Right of Canada 2010 ISSN 1920-6593 Market Indicator Report AAFC No 11204E Photo Credits All Photographs reproduced in this publication are used by permission of the rights holders All images unless otherwise noted are copyright Her Majesty the Queen in Right of Canada
For additional copies of this publication or to request an alternate format please contact Agriculture and Agri-Food Canada 1341 Baseline Road Tower 5 4th floor Ottawa ON Canada K1A 0C5 E-mail infoserviceagrgcca
Aussi disponible en franccedilais sous le titre Les produits de santeacute et de mieux-ecirctre au Mexique
The Government of Canada has prepared this report based on primary and secondary sources of information Although every effort has been made to ensure that the information is accurate Agriculture and Agri-Food Canada assumes no liability for any actions taken based on the information contained herein
PAGE 13
Consumer Trends
Mexicorsquos organic marketplace is still in its infancy with 80 of local organic products being exported Nevertheless Mexican consumers have a positive perception about imported organic foods The organic food sector represents between 1 and 3 of the total food sector sales in Mexico However Mexican organic product retail sales have been gaining momentum rising approximately 25 per year since 2005 and reaching US$662 million in 2007
Mexico is considered to be the 5th-largest producer of organic agri-food products in the world It is estimated that at
least 50 of the domestic demand for organics is covered by imported products representing approximately US$360
million Most of the imported organic food products available in the Mexican market are processed food products The
main imported organic food products are bakery products dairy products beverages general grocery items (cereals
sauces oils tofu seasonings etc) desserts and sweet products and ready-to-eat pulses and seeds (flax rice beans
etc)
The main consumers of organics in Mexico are educated people from the medium and high income brackets that are
concerned about their health and the environment understand the claimed benefits of organics and have a high
purchasing power
ORGANICS
Source Health and Wellness Sector Euromonitor International NOTE Statistics unavailable for organic beverages in 2006
Mexican Organic Foods amp Beverages
Sales Growth over 2006-2007
39
57
31
0
1
2
3
4
5
6
2006 2007
Perc
en
tag
e (
)
Organic Packaged Food
Organic Beverages
PAGE 14
Distribution
The largest importerdistributor of organic food products in Mexico is Aires de Campo which handles over 600 imported and domestic products This company also has its own brand and store that sells directly to the public Other importerdisbributors are Distribuidora Promesa Smart Holding Mexico Marinter and Tendencia to name a few
Of the five main Mexican store chains that specialize in organics the Green Corner chain is the main one The
remaining are Yerbabuenamarket Origenes Organicos Ki-An and Purorganiko
Source Health and Wellness Euromonitor International
Organics Sales Distribution Analysis by Retail breakdown
2002 2003 2004 2005 2006 2007
Store-Based Retailing 100 100 100 100 100 100
SupermarketsHypermarkets 99 98 97 95 93 90
Discounters - - - - - -
Small Grocery Retailers 1 15 19 36 55 69
Convenience Stores - - - - - -
Independent Small Grocers 1 15 19 36 55 69
Forecourt Retailers - - - - - -
Other store-based retailing - 05 11 14 15 31
Other Grocery Retailers - - - - - -
Non-Grocery Retailers - 05 11 14 15 31
Non-Store Retailing - - - - - -
Vending - - - - - -
Homeshopping - - - - - -
Internet Retailing - - - - - -
Direct Selling - - - - - -
PAGE 15
Companies and Brands
New Products
Over 2009 there were 105 new organic food products launched in Mexico Below are the products listed by category
There were 32 new products launched in the sauces and seasonings category The seasonings sub-category launched 21
new products followed by the ldquootherrdquo sub category with 11 new product launches
There were 13 new products launched in the chocolate confectionery category The chocolate tablets sub-category
launched nine new products and the non-individually wrapped chocolate pieces sub-category saw four new products
introduced
There were 12 new products launched in the fruits and vegetables category The vegetable sub-category saw eight new
products introduced and the fruits sub-category saw four new product launches
There were 10 new products launched in the sweet spreads category The confiture and fruit spreads sub-category saw four
new product launches the honey sub-category saw three new products launched as did the ldquootherrdquo sub-category
There were nine new products launched in the snacks category The snackcerealenergy bars sub-category introduced four
new products the ldquootherrdquo sub-category launched five new snacks
Company and Brand Shares Retail Sales breakdown
Brand Company name (GBO) 2005 2006 2007
Del Rancho Unifoods SA de CV
617 633 643
Biorganic Unifoods SA de CV 165 17 168
Silk Dean Foods Co 56 58 88
Aires de Campo Aires de Campo SA de CV 88 61 12
Avaacutendaro Agrocultivos de Valle de Bravo SA de CV 08 09 1
St Dalfour St Dalfour Fregraveres - - 07
Pasa Organico Panamericana Abarrotera SA de CV - - 07
Blasoacuten Intercafeacute SA de CV - - 02
Tierra Grande Desarrollo Agropecuario Bravo SA de CV 02 02 02
Others Others 64 66 62 Source Health and Wellness Food and Beverages Euromonitor International
PAGE 18
There were eight new products launched in the dairy category The white milk sub-category introduced
three new products and the ldquootherrdquo sub-category launched five new products
There were seven new products launched in the breakfast cereal category The cold cereals sub-
category had six new product introductions and the ldquootherrdquo sub-category had one new breakfast cereal new product intro-
duction
There were 6 new products launched in the bakery category The other sub-category was the sole sub-category with new
product introductions
The soup category and the savoury spreads category each had two product launches in the ldquootherrdquo sub-category
Source Mintel
Mexico Organic Foods
Number of New Product Introductions for 2009
32
13
12
9
6
10
8
7
Sauces and Seasonings
Chocolate confectionary
Fruits and Vegetables
Snacks
Bakery
Sw eet Spreads
Dairy
Breakfast Cereal
PAGE 19
This report analyses the market for health and wellness food and beverages in Mexico For the purposes of this
study the market has been defined as follows
Functional FoodsmdashItems to which health ingredients have been added These functional foods and beverages
should have a specific physiological function andor are enhanced with added ingredients not normally found in the
product providing health benefits beyond their nutritional value The categories covered in this segment are
added calcium functional digestive functional immune system functional bone health and vitaminmineral
fortified
Better-For-You FoodsmdashThe category includes packaged food and beverage products where the amount of a
substance considered to be less healthy (fat sugar salt carbohydrates) has been actively reduced during pro-
duction To qualify for inclusion in this category the ldquoless healthyrdquo element of the food stuff needs to have been
actively removed or substituted during the processing This should form part of the positioningmarketing of the
product Products which are naturally fatsugarcarbohydrate-free are not included The categories covered in this
segment are lownoreduced fat lownoreduced sugar lownoreduced sodium lownoreduced glycemic and
nolowreduced cholesterol
NutraceuticalsmdashNatural substances are found in food which have medicinal properties to treat or prevent certain
diseases These natural substances can be added to the diet by increasing consumption of certain foods or can
be taken as nutritional supplements Products typically claim to prevent chronic diseases improve health delay
the aging process and increase life expectancy The categories covered in this segment are vitamins sports
products herbal supplements and meal replacement slimming products
OrganicmdashProducts that are certified organic by an approved certification body Depending on the country such
products are called ldquoorganicrdquo ldquobiologicalrdquo or ldquoecologicalrdquo
The usage of the above categories are taken from both Euromonitor International and Mintel These groupings
represent globally accepted classification and product identification for the purpose of data collection
ANNEX ldquoArdquo DEFINITIONS
Health and Wellness in Mexico copy Her Majesty the Queen in Right of Canada 2010 ISSN 1920-6593 Market Indicator Report AAFC No 11204E Photo Credits All Photographs reproduced in this publication are used by permission of the rights holders All images unless otherwise noted are copyright Her Majesty the Queen in Right of Canada
For additional copies of this publication or to request an alternate format please contact Agriculture and Agri-Food Canada 1341 Baseline Road Tower 5 4th floor Ottawa ON Canada K1A 0C5 E-mail infoserviceagrgcca
Aussi disponible en franccedilais sous le titre Les produits de santeacute et de mieux-ecirctre au Mexique
The Government of Canada has prepared this report based on primary and secondary sources of information Although every effort has been made to ensure that the information is accurate Agriculture and Agri-Food Canada assumes no liability for any actions taken based on the information contained herein
PAGE 14
Distribution
The largest importerdistributor of organic food products in Mexico is Aires de Campo which handles over 600 imported and domestic products This company also has its own brand and store that sells directly to the public Other importerdisbributors are Distribuidora Promesa Smart Holding Mexico Marinter and Tendencia to name a few
Of the five main Mexican store chains that specialize in organics the Green Corner chain is the main one The
remaining are Yerbabuenamarket Origenes Organicos Ki-An and Purorganiko
Source Health and Wellness Euromonitor International
Organics Sales Distribution Analysis by Retail breakdown
2002 2003 2004 2005 2006 2007
Store-Based Retailing 100 100 100 100 100 100
SupermarketsHypermarkets 99 98 97 95 93 90
Discounters - - - - - -
Small Grocery Retailers 1 15 19 36 55 69
Convenience Stores - - - - - -
Independent Small Grocers 1 15 19 36 55 69
Forecourt Retailers - - - - - -
Other store-based retailing - 05 11 14 15 31
Other Grocery Retailers - - - - - -
Non-Grocery Retailers - 05 11 14 15 31
Non-Store Retailing - - - - - -
Vending - - - - - -
Homeshopping - - - - - -
Internet Retailing - - - - - -
Direct Selling - - - - - -
PAGE 15
Companies and Brands
New Products
Over 2009 there were 105 new organic food products launched in Mexico Below are the products listed by category
There were 32 new products launched in the sauces and seasonings category The seasonings sub-category launched 21
new products followed by the ldquootherrdquo sub category with 11 new product launches
There were 13 new products launched in the chocolate confectionery category The chocolate tablets sub-category
launched nine new products and the non-individually wrapped chocolate pieces sub-category saw four new products
introduced
There were 12 new products launched in the fruits and vegetables category The vegetable sub-category saw eight new
products introduced and the fruits sub-category saw four new product launches
There were 10 new products launched in the sweet spreads category The confiture and fruit spreads sub-category saw four
new product launches the honey sub-category saw three new products launched as did the ldquootherrdquo sub-category
There were nine new products launched in the snacks category The snackcerealenergy bars sub-category introduced four
new products the ldquootherrdquo sub-category launched five new snacks
Company and Brand Shares Retail Sales breakdown
Brand Company name (GBO) 2005 2006 2007
Del Rancho Unifoods SA de CV
617 633 643
Biorganic Unifoods SA de CV 165 17 168
Silk Dean Foods Co 56 58 88
Aires de Campo Aires de Campo SA de CV 88 61 12
Avaacutendaro Agrocultivos de Valle de Bravo SA de CV 08 09 1
St Dalfour St Dalfour Fregraveres - - 07
Pasa Organico Panamericana Abarrotera SA de CV - - 07
Blasoacuten Intercafeacute SA de CV - - 02
Tierra Grande Desarrollo Agropecuario Bravo SA de CV 02 02 02
Others Others 64 66 62 Source Health and Wellness Food and Beverages Euromonitor International
PAGE 18
There were eight new products launched in the dairy category The white milk sub-category introduced
three new products and the ldquootherrdquo sub-category launched five new products
There were seven new products launched in the breakfast cereal category The cold cereals sub-
category had six new product introductions and the ldquootherrdquo sub-category had one new breakfast cereal new product intro-
duction
There were 6 new products launched in the bakery category The other sub-category was the sole sub-category with new
product introductions
The soup category and the savoury spreads category each had two product launches in the ldquootherrdquo sub-category
Source Mintel
Mexico Organic Foods
Number of New Product Introductions for 2009
32
13
12
9
6
10
8
7
Sauces and Seasonings
Chocolate confectionary
Fruits and Vegetables
Snacks
Bakery
Sw eet Spreads
Dairy
Breakfast Cereal
PAGE 19
This report analyses the market for health and wellness food and beverages in Mexico For the purposes of this
study the market has been defined as follows
Functional FoodsmdashItems to which health ingredients have been added These functional foods and beverages
should have a specific physiological function andor are enhanced with added ingredients not normally found in the
product providing health benefits beyond their nutritional value The categories covered in this segment are
added calcium functional digestive functional immune system functional bone health and vitaminmineral
fortified
Better-For-You FoodsmdashThe category includes packaged food and beverage products where the amount of a
substance considered to be less healthy (fat sugar salt carbohydrates) has been actively reduced during pro-
duction To qualify for inclusion in this category the ldquoless healthyrdquo element of the food stuff needs to have been
actively removed or substituted during the processing This should form part of the positioningmarketing of the
product Products which are naturally fatsugarcarbohydrate-free are not included The categories covered in this
segment are lownoreduced fat lownoreduced sugar lownoreduced sodium lownoreduced glycemic and
nolowreduced cholesterol
NutraceuticalsmdashNatural substances are found in food which have medicinal properties to treat or prevent certain
diseases These natural substances can be added to the diet by increasing consumption of certain foods or can
be taken as nutritional supplements Products typically claim to prevent chronic diseases improve health delay
the aging process and increase life expectancy The categories covered in this segment are vitamins sports
products herbal supplements and meal replacement slimming products
OrganicmdashProducts that are certified organic by an approved certification body Depending on the country such
products are called ldquoorganicrdquo ldquobiologicalrdquo or ldquoecologicalrdquo
The usage of the above categories are taken from both Euromonitor International and Mintel These groupings
represent globally accepted classification and product identification for the purpose of data collection
ANNEX ldquoArdquo DEFINITIONS
Health and Wellness in Mexico copy Her Majesty the Queen in Right of Canada 2010 ISSN 1920-6593 Market Indicator Report AAFC No 11204E Photo Credits All Photographs reproduced in this publication are used by permission of the rights holders All images unless otherwise noted are copyright Her Majesty the Queen in Right of Canada
For additional copies of this publication or to request an alternate format please contact Agriculture and Agri-Food Canada 1341 Baseline Road Tower 5 4th floor Ottawa ON Canada K1A 0C5 E-mail infoserviceagrgcca
Aussi disponible en franccedilais sous le titre Les produits de santeacute et de mieux-ecirctre au Mexique
The Government of Canada has prepared this report based on primary and secondary sources of information Although every effort has been made to ensure that the information is accurate Agriculture and Agri-Food Canada assumes no liability for any actions taken based on the information contained herein
PAGE 15
Companies and Brands
New Products
Over 2009 there were 105 new organic food products launched in Mexico Below are the products listed by category
There were 32 new products launched in the sauces and seasonings category The seasonings sub-category launched 21
new products followed by the ldquootherrdquo sub category with 11 new product launches
There were 13 new products launched in the chocolate confectionery category The chocolate tablets sub-category
launched nine new products and the non-individually wrapped chocolate pieces sub-category saw four new products
introduced
There were 12 new products launched in the fruits and vegetables category The vegetable sub-category saw eight new
products introduced and the fruits sub-category saw four new product launches
There were 10 new products launched in the sweet spreads category The confiture and fruit spreads sub-category saw four
new product launches the honey sub-category saw three new products launched as did the ldquootherrdquo sub-category
There were nine new products launched in the snacks category The snackcerealenergy bars sub-category introduced four
new products the ldquootherrdquo sub-category launched five new snacks
Company and Brand Shares Retail Sales breakdown
Brand Company name (GBO) 2005 2006 2007
Del Rancho Unifoods SA de CV
617 633 643
Biorganic Unifoods SA de CV 165 17 168
Silk Dean Foods Co 56 58 88
Aires de Campo Aires de Campo SA de CV 88 61 12
Avaacutendaro Agrocultivos de Valle de Bravo SA de CV 08 09 1
St Dalfour St Dalfour Fregraveres - - 07
Pasa Organico Panamericana Abarrotera SA de CV - - 07
Blasoacuten Intercafeacute SA de CV - - 02
Tierra Grande Desarrollo Agropecuario Bravo SA de CV 02 02 02
Others Others 64 66 62 Source Health and Wellness Food and Beverages Euromonitor International
PAGE 18
There were eight new products launched in the dairy category The white milk sub-category introduced
three new products and the ldquootherrdquo sub-category launched five new products
There were seven new products launched in the breakfast cereal category The cold cereals sub-
category had six new product introductions and the ldquootherrdquo sub-category had one new breakfast cereal new product intro-
duction
There were 6 new products launched in the bakery category The other sub-category was the sole sub-category with new
product introductions
The soup category and the savoury spreads category each had two product launches in the ldquootherrdquo sub-category
Source Mintel
Mexico Organic Foods
Number of New Product Introductions for 2009
32
13
12
9
6
10
8
7
Sauces and Seasonings
Chocolate confectionary
Fruits and Vegetables
Snacks
Bakery
Sw eet Spreads
Dairy
Breakfast Cereal
PAGE 19
This report analyses the market for health and wellness food and beverages in Mexico For the purposes of this
study the market has been defined as follows
Functional FoodsmdashItems to which health ingredients have been added These functional foods and beverages
should have a specific physiological function andor are enhanced with added ingredients not normally found in the
product providing health benefits beyond their nutritional value The categories covered in this segment are
added calcium functional digestive functional immune system functional bone health and vitaminmineral
fortified
Better-For-You FoodsmdashThe category includes packaged food and beverage products where the amount of a
substance considered to be less healthy (fat sugar salt carbohydrates) has been actively reduced during pro-
duction To qualify for inclusion in this category the ldquoless healthyrdquo element of the food stuff needs to have been
actively removed or substituted during the processing This should form part of the positioningmarketing of the
product Products which are naturally fatsugarcarbohydrate-free are not included The categories covered in this
segment are lownoreduced fat lownoreduced sugar lownoreduced sodium lownoreduced glycemic and
nolowreduced cholesterol
NutraceuticalsmdashNatural substances are found in food which have medicinal properties to treat or prevent certain
diseases These natural substances can be added to the diet by increasing consumption of certain foods or can
be taken as nutritional supplements Products typically claim to prevent chronic diseases improve health delay
the aging process and increase life expectancy The categories covered in this segment are vitamins sports
products herbal supplements and meal replacement slimming products
OrganicmdashProducts that are certified organic by an approved certification body Depending on the country such
products are called ldquoorganicrdquo ldquobiologicalrdquo or ldquoecologicalrdquo
The usage of the above categories are taken from both Euromonitor International and Mintel These groupings
represent globally accepted classification and product identification for the purpose of data collection
ANNEX ldquoArdquo DEFINITIONS
Health and Wellness in Mexico copy Her Majesty the Queen in Right of Canada 2010 ISSN 1920-6593 Market Indicator Report AAFC No 11204E Photo Credits All Photographs reproduced in this publication are used by permission of the rights holders All images unless otherwise noted are copyright Her Majesty the Queen in Right of Canada
For additional copies of this publication or to request an alternate format please contact Agriculture and Agri-Food Canada 1341 Baseline Road Tower 5 4th floor Ottawa ON Canada K1A 0C5 E-mail infoserviceagrgcca
Aussi disponible en franccedilais sous le titre Les produits de santeacute et de mieux-ecirctre au Mexique
The Government of Canada has prepared this report based on primary and secondary sources of information Although every effort has been made to ensure that the information is accurate Agriculture and Agri-Food Canada assumes no liability for any actions taken based on the information contained herein
PAGE 18
There were eight new products launched in the dairy category The white milk sub-category introduced
three new products and the ldquootherrdquo sub-category launched five new products
There were seven new products launched in the breakfast cereal category The cold cereals sub-
category had six new product introductions and the ldquootherrdquo sub-category had one new breakfast cereal new product intro-
duction
There were 6 new products launched in the bakery category The other sub-category was the sole sub-category with new
product introductions
The soup category and the savoury spreads category each had two product launches in the ldquootherrdquo sub-category
Source Mintel
Mexico Organic Foods
Number of New Product Introductions for 2009
32
13
12
9
6
10
8
7
Sauces and Seasonings
Chocolate confectionary
Fruits and Vegetables
Snacks
Bakery
Sw eet Spreads
Dairy
Breakfast Cereal
PAGE 19
This report analyses the market for health and wellness food and beverages in Mexico For the purposes of this
study the market has been defined as follows
Functional FoodsmdashItems to which health ingredients have been added These functional foods and beverages
should have a specific physiological function andor are enhanced with added ingredients not normally found in the
product providing health benefits beyond their nutritional value The categories covered in this segment are
added calcium functional digestive functional immune system functional bone health and vitaminmineral
fortified
Better-For-You FoodsmdashThe category includes packaged food and beverage products where the amount of a
substance considered to be less healthy (fat sugar salt carbohydrates) has been actively reduced during pro-
duction To qualify for inclusion in this category the ldquoless healthyrdquo element of the food stuff needs to have been
actively removed or substituted during the processing This should form part of the positioningmarketing of the
product Products which are naturally fatsugarcarbohydrate-free are not included The categories covered in this
segment are lownoreduced fat lownoreduced sugar lownoreduced sodium lownoreduced glycemic and
nolowreduced cholesterol
NutraceuticalsmdashNatural substances are found in food which have medicinal properties to treat or prevent certain
diseases These natural substances can be added to the diet by increasing consumption of certain foods or can
be taken as nutritional supplements Products typically claim to prevent chronic diseases improve health delay
the aging process and increase life expectancy The categories covered in this segment are vitamins sports
products herbal supplements and meal replacement slimming products
OrganicmdashProducts that are certified organic by an approved certification body Depending on the country such
products are called ldquoorganicrdquo ldquobiologicalrdquo or ldquoecologicalrdquo
The usage of the above categories are taken from both Euromonitor International and Mintel These groupings
represent globally accepted classification and product identification for the purpose of data collection
ANNEX ldquoArdquo DEFINITIONS
Health and Wellness in Mexico copy Her Majesty the Queen in Right of Canada 2010 ISSN 1920-6593 Market Indicator Report AAFC No 11204E Photo Credits All Photographs reproduced in this publication are used by permission of the rights holders All images unless otherwise noted are copyright Her Majesty the Queen in Right of Canada
For additional copies of this publication or to request an alternate format please contact Agriculture and Agri-Food Canada 1341 Baseline Road Tower 5 4th floor Ottawa ON Canada K1A 0C5 E-mail infoserviceagrgcca
Aussi disponible en franccedilais sous le titre Les produits de santeacute et de mieux-ecirctre au Mexique
The Government of Canada has prepared this report based on primary and secondary sources of information Although every effort has been made to ensure that the information is accurate Agriculture and Agri-Food Canada assumes no liability for any actions taken based on the information contained herein
PAGE 19
This report analyses the market for health and wellness food and beverages in Mexico For the purposes of this
study the market has been defined as follows
Functional FoodsmdashItems to which health ingredients have been added These functional foods and beverages
should have a specific physiological function andor are enhanced with added ingredients not normally found in the
product providing health benefits beyond their nutritional value The categories covered in this segment are
added calcium functional digestive functional immune system functional bone health and vitaminmineral
fortified
Better-For-You FoodsmdashThe category includes packaged food and beverage products where the amount of a
substance considered to be less healthy (fat sugar salt carbohydrates) has been actively reduced during pro-
duction To qualify for inclusion in this category the ldquoless healthyrdquo element of the food stuff needs to have been
actively removed or substituted during the processing This should form part of the positioningmarketing of the
product Products which are naturally fatsugarcarbohydrate-free are not included The categories covered in this
segment are lownoreduced fat lownoreduced sugar lownoreduced sodium lownoreduced glycemic and
nolowreduced cholesterol
NutraceuticalsmdashNatural substances are found in food which have medicinal properties to treat or prevent certain
diseases These natural substances can be added to the diet by increasing consumption of certain foods or can
be taken as nutritional supplements Products typically claim to prevent chronic diseases improve health delay
the aging process and increase life expectancy The categories covered in this segment are vitamins sports
products herbal supplements and meal replacement slimming products
OrganicmdashProducts that are certified organic by an approved certification body Depending on the country such
products are called ldquoorganicrdquo ldquobiologicalrdquo or ldquoecologicalrdquo
The usage of the above categories are taken from both Euromonitor International and Mintel These groupings
represent globally accepted classification and product identification for the purpose of data collection
ANNEX ldquoArdquo DEFINITIONS
Health and Wellness in Mexico copy Her Majesty the Queen in Right of Canada 2010 ISSN 1920-6593 Market Indicator Report AAFC No 11204E Photo Credits All Photographs reproduced in this publication are used by permission of the rights holders All images unless otherwise noted are copyright Her Majesty the Queen in Right of Canada
For additional copies of this publication or to request an alternate format please contact Agriculture and Agri-Food Canada 1341 Baseline Road Tower 5 4th floor Ottawa ON Canada K1A 0C5 E-mail infoserviceagrgcca
Aussi disponible en franccedilais sous le titre Les produits de santeacute et de mieux-ecirctre au Mexique
The Government of Canada has prepared this report based on primary and secondary sources of information Although every effort has been made to ensure that the information is accurate Agriculture and Agri-Food Canada assumes no liability for any actions taken based on the information contained herein
Health and Wellness in Mexico copy Her Majesty the Queen in Right of Canada 2010 ISSN 1920-6593 Market Indicator Report AAFC No 11204E Photo Credits All Photographs reproduced in this publication are used by permission of the rights holders All images unless otherwise noted are copyright Her Majesty the Queen in Right of Canada
For additional copies of this publication or to request an alternate format please contact Agriculture and Agri-Food Canada 1341 Baseline Road Tower 5 4th floor Ottawa ON Canada K1A 0C5 E-mail infoserviceagrgcca
Aussi disponible en franccedilais sous le titre Les produits de santeacute et de mieux-ecirctre au Mexique
The Government of Canada has prepared this report based on primary and secondary sources of information Although every effort has been made to ensure that the information is accurate Agriculture and Agri-Food Canada assumes no liability for any actions taken based on the information contained herein