Industria de chocolate no mexico

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THE CONFECTIONERY MARKET IN MEXICO
A market survey for US exporters

A report prepared for

The U.S. Confectionery Industry Export Program
September 2001
Prepared by:
Promar International

THE CONFECTIONERY MARKET IN MEXICO
A report prepared for
The U.S. Confectionery Industry Export Program

CONTENTS
MEXICO MAPS
EXECUTIVE SUMMARY

I

INTRODUCTION

i

SECTION 1:
1.11.2

1.3

1.4
SECTION 2:
2.1
2.2
2.3

2.4

THE CONFECTIONERY MARKET IN MEXICO TODAY
Domestic market overview
1.1.1 Market segmentation
1.1.2 Key confectionery players
1.1.3 Seasonality
1.1.4 Trends
Confectionery trade
1.2.1 The trade situation
1.2.2 Major types and brands of imported confectionery
Consumption
1.3.1 Demographic profiles
1.3.2 Seasonality
Key trends –Confectionery market
DISTRIBUTION CHANNELS
Distribution overview
Domestic production
Imports
2.3.1 Ports of entry for imports
2.3.2 Transportation options
Wholesaling - Role and key players
2.4.1 Specific product wholesalers
2.4.2 Abarroteros, the other wholesalers
2.4.3 Central de abastos

ii

1
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2
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9
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25
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2.5

2.62.7
SECTION 3:

Retail
2.5.1 Mexico’ key supermarket chains
s
2.5.2 Supplying supermarkets
2.5.3 Warehouse clubs
2.5.4 Convenience stores
2.5.5 Department stores
2.5.6 Independent/fragmented retailing
2.5.7 Government stores
2.5.8 Types of product promotions used
Main consumer markets
Trends - Distribution
CONCLUSIONS AND RECOMMENDATIONS

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26
28
29
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31
3236
37

APPENDIX I: MARKET ENTRY DETAILS FOR US EXPORTERS

41

APPENDIX II: CONTACT LIST

43

APPENDIX III: DETAILS ON THE LARGEST RETAIL CHAINS

50

iii

MEXICO MAPS

Source: http://www.maps-mexico.com

THE CONFECTIONERY MARKET IN MEXICO
Executive summary

EXECUTIVE SUMMARY
Mexico has been a market of growing importance to US confectionery exporters in recent years.Mexican production, trade, and consumption of confectionery products have all been expanding
substantially, and continued growth can be expected for the long term. Since the US is Mexico’
s
key confectionery trading partner across all confectionery categories, future opportunities for US
exporters can be expected to grow as well.
Market overview
In this study, we focus primarily on fourconfectionery segments, those tracked by official
statistics: chewing gum, sugar confectionery, bulk chocolate, and retail chocolate.
Production - Mexican confectionery production grew from 155,000 metric tons (mt) in 1996 to
almost 270,000 mt in 2000, driven largely by an expansion of sugar confectionery production in
northern Mexico destined for shipment to the US market, and by domesticconsumption.
Sugar confectionery (98,000 mt) and bulk chocolate (88,000 mt) are Mexico’ key confectionery
s
production categories. Chewing gum (56,000 mt) and retail chocolate (27,000 mt) are smaller.
There is virtually no domestic production of sugar-free confectionery – this niche market is
satisfied primarily by imports from the US.
Consumption - Consumption grew from 138,000 mt to just over 200,000mt from 1996 to
2000 (10% average annual growth), driven primarily by an increase in the consumption of sugar
confectionery by consumers and the use of bulk chocolate by industry.
Trade – Confectionery trade barriers in Mexico have dropped substantially since NAFTA went
into effect in 1994. US products now face only a 4% tariff (3% for sugar-free products), and this
will be eliminatedentirely by 2003. Other exporters face rates varying from 0% to
approximately 22%.
As a result of these lower trade barriers, Mexico’ confectionery trade growth has been
s
impressive, expanding from 67,000 mt in 1996 to 180,000 mt in 2000, driven largely by exports
of sugar confectionery to the US.
Imports grew from 25,000 mt to 56,000 mt during this period, led by imports of retail chocolate...
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