The beer market in Mexico is undergoing a significant transformation, according to a recent study by Kantar, a division of Worldpanel. Beer consumption has reached its peak during the second quarter of the year, coinciding with spring and summer. This increase has been reflected in a 9% increase in consumption occasions, driven by both new buyers and greater consumption frequency.
The pandemic has played a crucial role in this change in habits. Previously, beer consumption was more associated with weekends and special events. However, it has now become an accessible option for the home regardless of the day of the week. According to Kantar, consumption during the week has gained relevance with a 34% increase in occasions, which translates to more than 7 percentage points in the last two years.
The moments of snackingthat is, the consumption of food or drinks between main meals, have been a key factor in this growth. These moments have doubled their spending in the same period, contributing significantly to the increase in beer consumption occasions. Patsy Yescas, specialist at Kantar Mexico, Worldpanel division, highlighted that these moments are the ones that contribute most to the growth of the category.
The preference for beer is driven by its taste, freshness and the desire to share in a group of more than three people. Among the different options, the light beer stands out on special occasions, being preferred by those looking for a change from their usual drink. This category has seen an increase in new buyers, indicating a diversification in consumer preferences.
On the other hand, the non-alcoholic beeralthough still a small percentage of just 2.3% of total consumption, is beginning to gain ground. This segment, although a minority, shows significant growth potential, especially among those looking for healthier options or who do not wish to consume alcohol.
The most consumed format continues to be 320 to 370 milliliters, and the light beer continues to be the most popular among Mexicans. However, a trend towards premiumization is being observed. One fifth of sales spending comes from plus or premium brands, which have gained 5 points in the last two years, according to Yescas.
Basic brands remain relevant, but imported beers are attracting more consumers. This phenomenon suggests that Mexicans are willing to explore new options and invest in higher quality products, which represents an opportunity for brands looking to position themselves in the premium segment.
National beer remains the favourite among Mexicans, but imported beers are gaining ground. This change in consumer preferences reflects a greater openness and curiosity to try products from different origins, which could influence the offer and strategy of brands in the future.
The beer market in Mexico is undergoing a significant transformation. From increased consumption at home and new snacking habits, to the growth of non-alcoholic beers, these trends represent key opportunities for brands. Those that manage to adapt to these changes will be able to capitalize on the growth of the category, Yescas concluded.
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