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Coffee in Mexico
Coffee in Mexico
Euromonitor International
November 2022
COFFEE IN MEXICO Passport i
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COFFEE IN MEXICO Passport 1
COFFEE IN MEXICO
KEY DATA FINDINGS
▪ Retail value sales rise by 14% in current terms in 2022 to MXN44.0 billion
▪ Fresh coffee beans is the best performing category in 2022, with retail value sales increasing
by 31% in current terms to MXN567 million
▪ Nestlé México SA de CV is the leading player in 2022, with a retail value share of 55%
▪ Retail sales are set to rise at a current value CAGR of 6% (2022 constant value CAGR of 2%)
over the forecast period to MXN59.9 billion
2022 DEVELOPMENTS
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positioning and gain price advantages. The premiumisation trend was supported by Costa
Coffee’s recent entry in the market, and the ongoing strategies for Nespresso and Nescafé and
other competitors in the space. These brands were to the fore of the efforts to develop more
sophisticated product offerings, including, but not limited to the introduction on new flavours,
new coffee origins, speciality coffees and more. This trend is expected to continue to support
retail value sales growth, despite the tough economic situation and declining volumes.
In line with the robust premiumisation trend in coffee in Mexico, flavour innovations continued
to help drive sales in the category. Consumers in Mexico are generally willing to try new flavours
in food and drinks, with this tendency also extending to coffee. With this in mind, coffees with
new and different flavours are very popular among both men and women. It has become a good
strategy for attracting younger consumers, in particular. Fresh ground coffee pods is proving to
be a particularly innovative area in terms of new flavours, but towards the end of the review
period the ranges of a growing number of brands of regular instant coffee and coffee mixes
were extended with new flavours.
The most popular flavours were vanilla and caramel, but the latest launches have also
included Irish cream, chocolate, amaretto and hazelnut, among others. There is also a popular
traditional coffee in Mexico known as café de olla (pot coffee, made in a crock pot). This fresh
ground coffee is made with cinnamon and sweetened with piloncillo instead of sugar. Nestlé
México SA de CV and Café Tostado de Exportación SA de CV launched their own versions of
this flavour in a regular instant coffee version towards the end of the review period under their
Nescafé and Los Portales brands, respectively. New product development alongside strong
distribution and competitive pricing are expected to help Nestlé extend its already strong lead in
coffee in retail volume terms and maintain its dominance in retail value terms over 2022.
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producers offering organic coffee, although they will need to improve their communications with
consumers, if they are to develop a stronger foothold in the market.
The recovery of the foodservice channel is also predicted to bring new innovations into the
category. For example, independent and chained specialist coffee shops are likely to launch
new and innovative coffee flavours and combinations, such as coffee with lavender, taro or
peanuts. The more successful flavours in foodservice are likely to inspire new product
development through the retail channel. Having entered fresh ground coffee pods at the end of
the review period, the Starbucks brand is also well placed to benefit from the recovery of the
foodservice channel. With a large chain of specialist coffee shops across Mexico, Starbucks
should help drive demand for fresh ground coffee pods among consumers looking to recreate
the Starbucks experience at home.
CATEGORY DATA
Table 1 Retail Sales of Coffee by Category: Volume 2017-2022
Tonnes
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MXN million
2017 2018 2019 2020 2021 2022
% volume growth
2021/22 2017-22 CAGR 2017/22 Total
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Table 5 Retail Sales of Fresh Ground Coffee Pods by Hard vs Soft: % Volume 2017-
2022
% retail volume
2017 2018 2019 2020 2021 2022
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Tonnes
2022 2023 2024 2025 2026 2027
MXN million
2022 2023 2024 2025 2026 2027
% volume growth
2022/23 2022-27 CAGR 2022/27 Total
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