Mexican Magic-The wave of Ice Cream catching up, Market Research Report: Ken Research


Ken research announced recent publication on, “Consumer and Market Insights: Ice Cream in Mexico”. This market insights report focuses on the Ice Cream market in Mexico. It sheds light on the ingredient materials, types and closures category level distribution and brands market shares prevailing in this economy. We analyse the overall market value and volume data with growth analysis for 2010-2020. Value and growth analysis for Artisanal Ice Cream, Impulse Ice Cream-Single Serve, and Take-Home and Bulk Ice Cream with inputs on individual segment share within each category and the change in their market share forecast for 2015-2020. Leading player’s market share of various brands and private labels followed by private label growth analysis during 2012-2015 is viewed. The percentage of sales within each category through distribution channels such as Hypermarkets & Supermarkets, Convenience Stores, Food & Drinks Specialists, On-trade and others is provided followed by the packaging data analysis, which compasses consumption breakdown for packaging materials and containers in each category, in terms of percentage share of number of units sold. Packaging material data for Flexible Packaging, Paper & Board and Rigid Plastics; container data for: Bag/Sachet, Tub and Wrapper etc. are given due importance. Clients can very well identify elevated potential categories and explore further market opportunities based on detailed value and volume analysis. Gaining an understanding of the total competitive landscape based on detailed brand share analysis to plan effective market positioning is this reports key function.


Mounting economy and a large base of youthful population is driving the Ice Cream market in Mexico. The market is led by the ‘Take-Home and Bulk Ice Cream’ category in both Off-trade and On-trade volume consumption. Hypermarkets & Supermarkets account for the highest allocation share of Ice Cream in the country. Unilever Plc, Nestle S.A. and General Mills, Inc. are the leading players in the Mexican Ice Cream market.


The Ice Cream market in Mexico is forecasted to grow at a CAGR of 2.9% in US$ terms during 2015-2020. Mexican consumers are opting for value for money products in the Ice Cream market. The ‘Take-Home and Bulk Ice Cream’ category accounts for the highest Off-trade & On-trade volume consumption in Mexico. On-trade sales account for the highest distribution share in ‘Take-Home and Bulk Ice Cream’ and Artisanal Ice Cream categories. Holanda is the leading brand in ‘Take-Home and Bulk Ice Cream’ and ‘Impulse Ice Cream-Single Serve’ categories in Mexico. Flexible Packaging is the most commonly used packaging material in the Mexican Ice Cream market. In 2016, sales of ice cream were driven by the consolidation of modern retailers, which included the dynamic growth of convenience stores in the country. It sometimes seems that every time you look around there is a new ice cream parlour or store offering the latest in exotic flavours. The propagation of fancy brands such as Haagen Dazs, Ben and Jerry’s, Santa Clara contributes well to this mesmerizing ice cream market.


Also somewhat surprising, for a relatively low-wage country, is the amount of business done by ice cream brands of which a single serving cone or tub can cost anything from three to four US dollars.

Modern retailers are better equipped with freezers and have more attractive displays of frozen products, which allow a wider range of options and a significant increase in the availability of frozen products. In 2016, the number of convenience stores increased, compared with the previous year, while supermarkets and hypermarkets maintained positive growth in terms of outlets. Hollanda was followed by Grupo Herdez SAB de CV. These companies have a strong presence in the country with wide distribution networks, which means their products and freezers are present in almost every independent small grocer, as well as almost every convenience store. In 2016, both companies are expected to remain leaders in the category. Over the forecast period, sales of ice cream are expected to grow as consumers try new flavours and formats. Also over the forecast period, stronger competition might be observed as Grupo Herdez positions the recently acquired brands from Nestlé and as Nestlé positions the relaunched brand Danesa 33. In 2021, sales of ice cream and frozen desserts are set to reach Mx$10.0 billion at constant 2016 prices.


A positive impact of the current weather conditions of harsh summers across Mexico is improving. In addition, the drought is easing in some areas. Therefore, some dairy operators anticipate more water availability during Q2 and Q3. Pacific Northwest milk production is steady and following normal seasonal patterns. A few bouts of wet weather have kept a lid on milk production, but output has quickly returned as the temperatures moderate. Processors report milk intakes are well balanced with manufacturing needs. Bottling demand is steady and has returned to pre-holiday levels. Industry contacts expect milk volumes to recover as warmer temperatures build into the region. While weather events are suppressing production, manufacturers report there seems to be no shortage of milk available for processing. Contacts further report farmers are already making plans to expand or start new dairies in the coming months. The additional cows and already strong milk intakes are prompting some milk handlers to think about how best to balance the milk supply once the region enters into spring flush.


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Related links:

Consumer and Market Insights: Ice Cream in Chile

 Consumer and Market Insights: Ice Cream in Denmark 



Ken Research
Ankur Gupta, Head Marketing & Communications



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