May 8, 2025 – Non-dairy cheeses slowly gain momentum in Mexico’s evolving food landscape amid the continuing dominance of dairy cheese. While many prefer non-dairy cheeses for their natural ingredients, a large portion of the population prefers dairy cheese, and a segment of consumers wants non-dairy cheese to closely replicate traditional dairy cheese. Innova’s 360 research into these shifting preferences highlights the market drivers and informs key opportunities for innovation in the future.
Consumer Cheese Preferences
Consumers have increasingly purchased dairy cheese over other dairy products over the past year. The net consumption rate of dairy and non-dairy cheese has increased over the past year, due to affordability dynamics and health consciousness. Urban migration provides consumers with the option to select convenient and diverse food options like cheese. Non-dairy cheese still requires a long-term investment to catch up with the global plant-based transition.
Dairy cheese purchasing penetrations skew to older generations, who prioritize product safety, low fat, no artificial flavors or colors, and functional ingredients in cheese products. Most Mexican consumers consume dairy and non-dairy cheese more than once a week. Traditional dietary habits centered on corn, beans, and meat might impact their eating frequency.
Mexico Cheese Market
Mexico’s economic growth and rising middle-class purchasing power drive cheese sales. This is despite the country ranking only two spots higher than 50 in per capita cheese consumption over the past year, due to high costs. The growing middle class can now expand their budgets, opting for various cheese types and cheese-heavy international foods, potentially improving its ranking further. Additionally, cheese market sales and volume are forecast to grow at 3% CAGR each until 2027.
Product Launch Trends
Changing lifestyles increase demand for new cheese introductions in Mexico. As a result, cheese launches have outpaced the total food and beverage market over the past five years. Some new entries are in trendy formats and feature premium flavors, while others highlight tradition, authenticity, and artisanal processes.
Semi-hard and hard cheese are growing at a faster rate, driven by their healthier image among consumers. The top growing cheese bases are Manchego, Chihuahua, Gouda, Cotija, and sheep cheese. Manchego originates from Spain, but Mexican modifications make it more suitable to local tastes, contributing to its rising popularity.
Cheese Claims Trends
Most common claims in cheese launches highlight ethical packaging, with animal welfare claims increasing in prominence over the past year. Only a few cite clean claims, such as no additives/preservatives and natural, possibly due to consumers’ existing awareness of minimal processing in Mexican cheese. Protein claims are increasing in dairy cheese launches, followed by gluten-free and lactose-free claims. Emerging claims include high fiber and bone health benefits.
Cheese Ingredients and Flavors Trends
Commonly used ingredients in cheese are enzymes, thickeners, and firming agents, which ensure that the cheese meets the consumers’ texture, taste, and quality expectations. Brands in Mexico use pasteurized milk and whole milk to enhance their natural credentials and authenticity perceptions among consumers. They actively use annatto, a natural colorant, instead of artificial colorants to achieve a yellow or orange hue. Additionally, herbs, spices and seasonings are rising in the Mexican cheese market, catering to consumers seeking unique and premium offerings.
Hot and spicy flavors are favorites in new cheese launches, but their growth has slowed over the past year. Meanwhile, fruit, vegetables, alcohol, and brown flavors have increased during the same period. This indicates that traditional taste profiles can appeal to contemporary palates. Other fastest-growing flavors include chili, black garlic, oregano, green apple, blueberry, and red raspberry.
What’s Next in Cheese Market Trends in Mexico?
As Mexico continues to urbanize, cheese remains a significant part of evolving food habits. With an expected increase in population living in urban areas by the end of 2025 compared to 2017, a growing middle class is driving demand for foods like cheese. Urban consumers have greater access to both domestic and international cheese varieties, encouraging culinary exploration. Additionally, fast-paced lifestyles make convenient and ready-to-eat foods more appealing, positioning cheese as a practical snack option.
Brands can emphasize clean-label messaging by highlighting traditional craftsmanship and local sourcing to appeal to authenticity-conscious consumers. Brands can infuse Mexican cheese bases, such as Manchego, with herbs, spices, and seasonings to expand flavor diversity. Offering premium and artisanal offerings, particularly semi-hard and hard cheeses, can gain popularity, especially with the rise of charcuterie boards. Launching convenient formats, like single-serve packaging, cubes, and sticks, can cater to busy urban lifestyles. Leveraging health-conscious choices, including reduced-fat cheeses with good taste and meltability, can attract consumers seeking balance. Additionally, brands can tap into the growing interest in plant-based diets, expanding non-dairy cheese alternatives.
Urbanization drives the growth of cheese in Mexico; however, brands that focus on offering traditional, premium products with diverse flavors will likely capitalize on the opportunities in this growing market.
This article is based on Innova’s Cheese & Cheese Alternatives in Mexico report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
