July 14, 2025 – Innova Market Insights’ report Category Growth Drivers in Mexico explores how evolving consumer habits are shaping food and beverage purchases across key categories. From staples like bread and dairy to snacks and health-focused options, the report highlights rising demand for high-protein, high-fiber, and low-sugar products, as well as a strong interest in authentic, culturally relevant offerings. Affordability remains a key driver, especially in essential categories, with consumers balancing cost and quality. As part of Innova’s broader 360 Consumer Reports, this report provides a deep dive into consumer behaviors, attitudes, and purchase drivers—linking these insights to wider trends and market dynamics to guide smarter product development and brand strategies.
The Macro Context Remains Challenging for Consumers
Globally, environmental issues, particularly climate change, are the top concern for consumers due to their impact on health, food security, and the economy. Consequently, climate adaptation strategies are receiving more attention. The aging population, rising obesity rates, and the mental health crisis are straining healthcare systems, making public health the second biggest concern. Also, global economic growth is modestly forecasted at a slow rate for 2025, with economic uncertainty and job insecurity ranked as the fourth major concern, behind corruption.
In this environment, consumers focus on personal finances and healthiness, with data security also proving important. While technological advances raise concerns about job security and privacy, they also offer innovative solutions to global challenges, empowering many of them.
Has There Been a Shift in Mexican Alcohol Consumption?
Alcohol consumption in Mexico exceeds the global average. However, there is a notable decline as consumers seek more control and embrace changing tastes. Taste and flavor are primary drivers for both alcoholic and non-alcoholic beverages, with the majority of consumers citing them as fundamental elements for these beverages. Food trends reveal that an increasing number are drawn to non-alcoholic options, focusing on variety and traditional crafting, with a preference for low-sugar products. Signifying a shift in Mexican alcohol consumption.
Are Soft Drinks Growing Through a Blend of Health & Sensory Appeal?
The demand for bottled water is growing due to its perception as a healthier choice, with an increasing number of consumers citing this reason, again surpassing the global average. Pivotal influences include the absence of artificial flavors and colors, product safety, reduced sugar, real ingredients, and being locally sourced.
For soft drinks, what truly matters most to consumers is their taste, flavor, price, and how fresh they are. Purchase decisions are propelled by reduced sugar, vitamins and minerals, and traditionally crafted options. Claims highlighting real ingredients and product safety are common across categories, with traditional crafting emphasized in iced coffee and sugar reduction in iced tea.
Taste and flavor also dominate choices for hot coffee and hot tea. While freshness is also influential and valued, respectively. There’s a preference for hot drinks made with real ingredients and traditional crafting, alongside interests in organic options and sugar reduction.
What About the Everyday Staples?
Breakfast cereals in Mexico are also influenced by health-focused claims. Cost, brand familiarity, and health aspects steer breakfast cereal choices, where the purchasing penetration is above the global average. Notable affirmations like high fiber content and sugar reduction are specifically stated. As for bread, purchasing differs slightly by freshness but holds a similar importance for other category drivers, compounded by support for local producers. Whole grain declarations and high fiber content prove to be valuable selling points also.
Meanwhile, in dairy, taste and flavor have rising interest in functional and reduced fat/sugar options. Dairy purchasing is also propelled by freshness, brand, and cost, each noted by about one in four research participants. Health aspects, traditional options, and product safety matter in dairy preferences. Functional ingredients are sought after in milk and yogurt, with a strong preference for real ingredients and traditionally crafted options, and especially for cheese. Although the one concern was product safety, which remains a priority for many across cheese, milk, and flavored milk drinks.
What Do Mexican Consumers Prioritize in Meat & Fish?
Food trends show that Mexican consumers prioritize freshness, cost, taste/flavor, and key nutrients when buying meat and fish. Purchase rates for fish and seafood are slightly higher in Mexico compared to the worldwide average, and the same goes for meat and poultry. Health benefits are important factors in the purchasing of meat and seafood, while lifestyle changes impact about 40% of consumers. Understanding of omega-3/6 and protein content is rising, with consumers noting them as indispensable.
In meal preparation, product safety, quality, and convenience are integral. Dips and savory spreads are becoming ever popular, with consumers consuming more of these items. A substantial amount of consumers prefer real ingredients in meal preparations. While for ready meals, just over a quarter chose them for convenience, while nearly double that prioritized taste and flavor.
Do Health-Focused Claims Impact Consumer Choices for Snacks and Treats?
Health-focused claims are heavily influencing snack and treat choices. Mexico shows higher purchasing rates for sugar confectionery, sweet biscuits, and cereal/energy bars compared to the average. As older snack categories decline in popularity, flavor and cost are key factors. Buyers have shown keen interest in premium and locally sourced ingredients while preferring snacks with real, natural components.
Enhanced variety and novelty are essential for increased consumption, cited by many across the chocolate, desserts, and ice cream categories. For cereal and energy bars, health attributes like high fiber and protein are major selling points, with nearly one in three consumers prioritizing these claims. Cereal and energy bar consumption is advancing due to the health appeal, improved variety, and novelty.
Can Plant-Based Foods and Sports Nutrition Gain Relevance for Health and Sustainability?
The market penetration for meat substitutes, dairy alternatives, and sports nutrition products is trailing other countries. Currently, meat substitutes capture a mere fraction % of the market, as dairy alternatives, sports, and functional nutrition products also stand behind their international counterparts in comparison.
Taste, freshness, and cost are pivotal factors pushing shoppers to choose meat and dairy alternatives, with many of them highlighting these attributes. Besides, health benefits are a primary characteristic in much of today’s shopping baskets, this is influencing consumers who prefer meat substitutes and dairy alternatives. Claims of high protein or fiber content, low or reduced sugar or fat, and organic options resonate strongly.
The surge in sports and functional nutrition consumption among Mexicans is primarily fueled by health considerations also, with nearly half of those researched recognizing health as a critical motivation. Food trends in Mexico show that high protein content is the top-ranking claim, followed closely by interest in functional ingredients, fiber content, and sugar reduction. Similarly, products backed by scientific validation have a strong appeal in attracting consumers.
What’s Next for Growth Drivers in Mexico?
Mexican consumers are prioritizing healthiness without sacrificing taste and flavor, which is evident throughout many of the categories mentioned. The demand for products that deliver functional benefits—like high protein, fiber, omega-3s, and reduced sugar—is on the rise. These food trends mean brands must develop offerings that deliver indulgent experiences while promoting better health, ensuring consumers can enjoy flavorful yet nutritious choices. Prioritizing the use of natural ingredients and enhancing product freshness is significant for brands, while also emphasizing traditional preparation methods to meet consumer expectations for exceptional taste and quality.
Tradition and authenticity are highly cherished in crafted food and beverages, particularly in categories like dairy, spreads, and meal preparations. Products that feature local ingredients, traditional methods, and cultural roots command strong consumer interest. Labels and nutrands should leverage this by highlighting recipes, regional flavors, and craftsmanship to build trust and establish a deeper emotional connection with their audience.
Price is a crucial factor influencing consumer choices across staple foods, dairy, and meal preparation solutions in the country. While affordability remains important, consumers expect high quality and value for their money. Effectively addressing this need by offering cost-effective packaging, multi-use products, or bundling options, all while ensuring superior taste, freshness, and nutrition, is essential. Highlighting the advantages of price-to-quality can fortify consumer loyalty and broaden market reach.
This article is based on Innova’s Category Growth Drivers in Mexico report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
