May 14, 2025 – In Mexico, snacks are opted for their taste, indulgence factors, and emotional rewards. The purchasing penetration of salty snacks in Mexico aligns with global trends. Innova’s 360 research explores the key trends shaping the market for snacks in Mexico, from macro-level influences through to category and product level trends. It highlights the market size, category dynamics, new product launch trends, and what’s next opportunities may develop within the market.
Mexico Snacks Market
Mexico snacks display 4% CAGR value growth, in line with global snacks value, and 6% CAGR volume growth over the past five years. Mexico is the third leading region in per capita snacks consumption in Latin America, behind Colombia and Chile. Extruded snacks represent the single most important subcategory of snacks in Mexico, accounting for over one-third of value sales. Meanwhile, pretzels, and chips or crisps display the fastest growth in value sales.
Consumer Snack Preferences
Snacks trends show that 59% of Mexican consumers buy salty snacks, in line with the global average rate of purchase. Popcorn is the most popular snack, ahead of savory biscuits and crackers, potato-based snacks, snack nuts and seeds, and corn-based snacks.
Taste is the dominant driver in the snacks category, with 1 in 2 Mexican consumers eating salty snacks because they taste good. Emotional rewards of snacking outweigh any physical benefits, such as satiety or energy, with a stronger emphasis on relaxation and pleasure. Younger age groups are more likely to be increasing their intake. 2 in 5 consumers eat salty snacks more than once a week. Morning and afternoon are important snacking occasions.
Flavor demands in the snacks market tend to be adventurous, with a greater focus on bold and varied tastes than on mild and plain flavors. When ethnic flavors are considered, Latin American tastes are the most important. Consumers buy their salty snacks from supermarkets and convenience stores.
Consumer trends like changing occasions and the evolving nature of treats are significant drivers in the snacks category. More at-home socializing combined with on-the-move eating occasions are perfect occasions for convenient bagged snacks. Meanwhile, consumers are also seeking more everyday moments of happiness and indulging in snacks to give an emotional boost or reward in a simple and affordable way.
Snacks Brands and Companies
The Mexican snacks market is competitive, with the top 10 innovators representing around 1 in 3 launches over the past five years. Global giants PepsiCo, Grupo Bimbo, Nestlé, and Kellanova, and the major US food company Conagra Brands are among the top 10 innovators. However, they compete with several retail groups and their own brand products, which are experiencing growth in popularity as consumers consider budgets. Local companies and specialist snack producers are also among the most active players.
Snacks Subcategories
Over the five-year period under review, snacks launches in Mexico have slowed down. However, snack launches rebounded in the past year. This is a highly fragmented category. Snack nuts and seeds are the most active subcategory, with 24% of launches, ahead of corn-based snacks.
Snacks trends show that popcorn is displaying notable growth globally, and new product launch rates are gaining ground on the more established snacks in Mexico as innovators experiment with flavor development. Bean-based snacks, corn-based snacks, and potato-based snacks are key subcategories to watch.
Snacks Positionings
The most significant claims in the snacks arena include gluten-free, vegan, kosher, and no additives or preservatives. GMO-free is one of the key clean label claims, seeing an uplift in penetration from 7% to 10% in the past year. Vegan positionings are also steadily increasing penetration. Meanwhile, ethical claims are also performing well in the market.
Snacks Flavor Preferences
Chili is the top flavor choice in snacks in Mexico; penetration is far higher than global launches (18% vs. 3%). Salty and Cheese are also popular, ranking in the top three as they are globally. Apart from spicy and sea salt, the remaining flavors in the top 10 differ from the global ranking, highlighting the importance of local flavor preferences in this market. There has also been notable growth in the ethnic, dairy, and vegetables categories over the past five years.
What’s Next in Snacks Market Trends?
Taste is the most important driver in snacking, and flavor development in Mexico shows a notable preference for local influences. Brands can target more adventurous flavor profiles and tap into wider food industry trends for international cuisines.
Afternoon and evening snacking occasions still dominate; morning snacking is also more important here than global market. Brands can ensure there are snacks for every need, from grazing at a desk or in front of the television to snacking on the move.
While many snacks are inherently vegan, consumers are also increasingly looking for clean-label products. Brands can formulate vegan new product development with further clean label and health claims. Additionally, they can offer an array of “meat” and “dairy” flavors in addition to innovative plant tastes. Brands that focus on flavor and clean-label formulations are likely to sustain in the market.
This article is based on Innova’s Now & Next in Snacks in Mexico report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
