Sweet Biscuits, Snack Bars and Fruit Snacks in Mexico

Sweet Biscuits, Snack Bars and
Fruit Snacks in Mexico

Euromonitor International
July 2022
SWEET BISCUITS, SNACK BARS AND FRUIT SNACKS IN MEXICO Passport i
LIST OF CONTENTS AND TABLES

KEY DATA FINDINGS.................................................................................................................. 1
2022 DEVELOPMENTS ............................................................................................................... 1
The recovery of out-of-home activities has A mixed impact on sales ....................................... 1
Private labels gains share but Pepsico and Grupo Bimbo retain the lead ................................ 1
Little change in the distribution landscape ................................................................................ 2
PROSPECTS AND OPPORTUNITIES......................................................................................... 2
Indulgence to remain A major driver of growth, while some products could also benefit from
healthy snacking trend .............................................................................................................. 2
New regulation focused on protecting children expected to impact sales ................................. 2
Price increases and scarcity of raw materials is expected ........................................................ 3
CATEGORY DATA ....................................................................................................................... 3
Table 1 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category:
Volume 2017-2022 ....................................................................................... 3
Table 2 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category:
Value 2017-2022 .......................................................................................... 4
Table 3 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: %
Volume Growth 2017-2022 .......................................................................... 4
Table 4 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: %
Value Growth 2017-2022 ............................................................................. 4
Table 5 NBO Company Shares of Sweet Biscuits, Snack Bars and Fruit
Snacks: % Value 2018-2022 ........................................................................ 5
Table 6 LBN Brand Shares of Sweet Biscuits, Snack Bars and Fruit Snacks:
% Value 2019-2022...................................................................................... 5
Table 7 NBO Company Shares of Sweet Biscuits: % Value 2018-2022 ................... 6
Table 8 LBN Brand Shares of Sweet Biscuits: % Value 2019-2022 .......................... 7
Table 9 NBO Company Shares of Snack Bars: % Value 2018-2022 ........................ 8
Table 10 LBN Brand Shares of Snack Bars: % Value 2019-2022 ............................... 8
Table 11 NBO Company Shares of Fruit Snacks: % Value 2018-2022....................... 9
Table 12 LBN Brand Shares of Fruit Snacks: % Value 2019-2022 ............................. 9
Table 13 Distribution of Sweet Biscuits, Snack Bars and Fruit Snacks by
Format: % Value 2017-2022 ........................................................................ 9
Table 14 Distribution of Sweet Biscuits by Format: % Value 2017-2022 ................... 10
Table 15 Distribution of Snack Bars by Format: % Value 2017-2022........................ 11
Table 16 Distribution of Fruit Snacks by Format: % Value 2017-2022 ...................... 11
Table 17 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by
Category: Volume 2022-2027 .................................................................... 12
Category: Value 2022-2027 ....................................................................... 13
Category: % Volume Growth 2022-2027.................................................... 13
Category: % Value Growth 2022-2027....................................................... 13
© Euromonitor International
SWEET BISCUITS, SNACK BARS AND FRUIT SNACKS IN MEXICO Passport 1
SWEET BISCUITS, SNACK BARS AND

FRUIT SNACKS IN MEXICO
KEY DATA FINDINGS
▪ Retail value sales rise by 9% in current terms in 2022 to MXN74.1 billion
▪ Fruit snacks is the best performing category in 2022, with retail value sales growing by 12% in
current terms to MXN879 million
▪ Comercializadora Pepsico Mexico S de RL de CV is the leading player in 2022, with a retail
value share of 35%
▪ Retail sales are set to grow at a current value CAGR of 7% (2022 constant value CAGR of
3%) over the forecast period to MXN102 billion
2022 DEVELOPMENTS
The recovery of out-of-home activities has A mixed impact on sales

Sweet biscuits, snack bars and fruit snacks is now the largest snacks category in Mexico in
retail volume terms and the second largest behind savoury snacks in value terms. Demand for
sweet biscuits has always been high in the country and the COVID-19 pandemic actually had a
positive impact on demand due to the resulting home seclusion. Sales remained healthy in 2021
as consumers continued to spend more time at home, but as Mexico rolled out its vaccination
programme and restrictions were eased later in the year growth slowed slightly.
Retail volume growth in sweet biscuits has continued to stabilise in 2022 with consumers
increasing their trips to different grocery vendors, including bakeries. This is likely to hamper
growth in the category as consumers turn to alternatives, such as unpackaged fresh cakes and
biscuits and other types of snacks. Meanwhile, the desire to stockpile has passed, as
consumers are aware that such products remain available in outlets and there is no need to
continue this purchasing behaviour. In addition, the expected recovery of the consumer
foodservice channel will also have a negative impact on retail sales as more snacks are
consumed on-trade for out-of-home consumption. However, foodservice sales were low even
before the pandemic, and as such this will only have a minor impact on retail sales.
While the growth of sweet biscuits has slowed the opposite is true for snack bars and fruit
snacks with these products more aligned to the on-the-go snacking trend. These products are
often included in packed lunches for children to take to school or for office workers. They are
also seen as a convenient breakfast option on the commute to work or school. As such these
products have actually benefited from the easing of restrictions and the return to more active
lives outside the home. Although a relatively niche category, protein/energy bars has been one
of the most dynamic categories in 2022 with these products often consumed when people visit
the gym.
Private labels gains share but Pepsico and Grupo Bimbo retain the lead
The availability and variety of private label products within sweet biscuits, snack bars and fruit
snacks increased noticeably towards the end of the review period, with retailers sensing an
opportunity to meet the demands of an increasingly price conscious consumer base. In 2022
private label has continued to gain share mostly within sweet biscuits, although it is worth
highlighting that private label’s overall share within sweet biscuits, snack bars and fruit snacks
remains small.
Comercializadora PepsiCo Mexico and Grupo Bimbo continue to dominate sales within sweet
biscuits, snack bars and fruit snacks in 2022 with no other player holding a significant value
share. Pepsico has a commanding lead in the largest category, sweet biscuits, although it also
has a presence in snack bars. Pepsico offers an extensive range of sweet biscuits under its
well-known Gamesa and Quaker brands. Meanwhile, Grupo Bimbo offers a wide variety of
products under brands such as Marinela, Bimbo and Lara. Like Pepsico, Grupo Bimbo
maintains a wide distribution network, and its brands have a strong presence in small local
grocers across Mexico. Both companies also regularly introduce new products to maintain the
interest of consumers.
Little change in the distribution landscape

Small local grocers is expected to remain the dominant distribution channel for sweet biscuits,
snack bars and fruit snacks in 2022, with convenience stores the only other channel to hold a
double-digit value share. Most distribution channels continue to record healthy growth in 2022
boosted by consumers leading more active lives away from the home. The big winners,
however, have been food/drink/tobacco specialists and vending, with these channels being
more reliant on heavy foot traffic. Although accounting for a relatively small share these
channels often benefit from sales to commuters. Therefore, as consumers start returning to the
workplace this is boost sales through these channels. Despite strong growth in the early stages
of the pandemic the demand for sweet biscuits, snack bars and fruit snacks through retail e-
commerce has since subsided, with the online channel set to see weaker growth in 2022 than
retail offline as consumers return to shopping in stores.
PROSPECTS AND OPPORTUNITIES
Indulgence to remain A major driver of growth, while some products

could also benefit from healthy snacking trend
Indulgence is expected to remain an important driver of product innovation, with the entry of
more lines of chocolate coated biscuits, while cross branding collaborations are also likely to be
observed more frequently. For example, in 2022, Kellogg de México SA de CV launched a new
line of Kellogg’s cereal bars with M&M’s. Innovation is also likely to revolve around the variety of
formats being offered in this category. For example, many players have launched mini versions
of their products often calling them “bites”. This format is ideal for sharing and also allows
consumers to exercise better portion control.
With consumers becoming more health conscious this will likely also inform demand and new
product development within sweet biscuits, snack bars and fruit snacks. For instance, dried fruit
should see strong and stable growth in retail volume terms over the forecast period, with these
products perceived to be a healthy option to include in packed lunches or as a healthier
alternative to other types of snacks. Meanwhile, protein/energy bars should continue to benefit
from the growing interest in health and fitness, with these products often bought by people who
go to the gym or who take part in sports.
New regulation focused on protecting children expected to impact sales

Tighter regulation regarding advertising and distribution is likely to be seen over the forecast
period, as the authorities are trying to limit the availability of less nutritious products to combat
the rising number of health problems associated with overweight and obesity. For instance,
there are several law proposals regarding limiting sales through vending machines that are
aimed at reducing consumption among children to address the high rate of childhood obesity.
Distribution near schools may also be restricted, while television advertising activities may be
limited to hours when children are less likely to be watching.
Congress is also currently discussing new regulation which could potentially impact the sale
of sweet biscuits, snack bars and fruit snacks over the forecast period. One of the key points is
the removal of trans fats from industrialised food processes, with these seen to be potentially
harmful to your health. Were this to come into force then some products would have to be
reformulated or removed from the market. There is also discussion around removing products
that have a sugar content above the recommended daily allowance for children. Regulation is
already impacting sweet biscuits, snack bars and fruit snacks with Oaxaca and Tabasco having
implemented a ban on sales of these products to children through any distribution channel, with
this law being considered by other states. Aside from focusing on health, legislators are also
looking at potentially banning single-use plastic which would also force players to make
changes, although many are already exploring more sustainable production practices.
Price increases and scarcity of raw materials is expected

Food, energy and transportation costs are rising on a global scale and this is leading to rapid
price growth, including within Mexico. The current geopolitical situation combined with the fallout
from the COVID-19 pandemic is expected to have a lasting impact, while efforts by the Mexican
government to raise the minimum wage are also impacting local inflation levels. With the price of
key ingredients for sweet biscuits, snack bars and fruit snacks rising due to supply shortages
this is likely to put pressure on volume sales, at least in the short term. Many households are
under pressure due to the rising cost of living and will therefore likely be forced to reduce their
spending on non-essentials, including sweet biscuits, snack bars and fruit snacks. Nonetheless,
this situation could present opportunities for private label and cheaper brands to get a stronger
foothold in the market.
CATEGORY DATA
Table 1 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Volume
2017-2022
'000 tonnes
2017 2018 2019 2020 2021 2022
Fruit Snacks 2.7 2.8 3.0 3.0 3.1 3.2

- Dried Fruit 2.7 2.8 3.0 3.0 3.1 3.2
- Processed Fruit Snacks - - - - - -
Snack Bars 39.1 40.1 41.1 40.5 40.8 41.5
- Cereal Bars 39.0 40.0 41.0 40.4 40.7 41.4
- Protein/Energy Bars 0.1 0.1 0.1 0.1 0.1 0.1
- Fruit and Nut Bars - - - - - -
Sweet Biscuits 539.4 549.6 558.9 579.4 589.0 594.7
- Chocolate Coated 46.2 46.1 45.1 49.0 51.4 52.9
Biscuits
- Cookies 120.1 121.8 123.6 126.7 127.6 128.2
- Filled Biscuits 81.0 81.8 83.6 85.1 91.3 94.2
- Plain Biscuits 250.3 256.5 260.8 267.3 269.3 270.6
- Wafers 41.8 43.5 45.7 51.3 49.4 48.8
Sweet Biscuits, Snack 581.2 592.6 602.9 622.9 632.9 639.4
Bars and Fruit Snacks
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 2 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Value 2017-
2022
MXN million
2017 2018 2019 2020 2021 2022
Fruit Snacks 555.3 617.8 673.3 711.2 785.8 879.1

- Dried Fruit 555.3 617.8 673.3 711.2 785.8 879.1
Snack Bars 6,639.2 7,139.0 7,575.0 7,819.1 8,460.7 9,307.9
- Cereal Bars 6,569.8 7,065.2 7,496.9 7,736.8 8,370.4 9,207.5
Sweet Biscuits 43,907.1 46,881.1 49,379.6 53,514.8 58,475.4 63,922.1
- Chocolate Coated 5,827.7 6,085.0 6,204.3 7,010.8 7,877.4 8,743.9
Biscuits
- Cookies 12,083.5 12,843.4 13,512.5 14,431.3 15,604.6 16,932.6
- Filled Biscuits 6,886.8 7,302.0 7,732.1 8,179.8 9,438.6 10,559.9
- Plain Biscuits 14,871.4 15,988.8 16,850.6 17,974.5 19,430.4 21,157.8
- Wafers 4,237.7 4,662.0 5,080.2 5,918.4 6,124.4 6,527.9
Sweet Biscuits, Snack 51,101.7 54,637.8 57,627.8 62,045.1 67,721.9 74,109.0
Table 3 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Volume
Growth 2017-2022
% volume growth
2021/22 2017-22 CAGR 2017/22 Total
Fruit Snacks 3.4 3.8 20.3

- Dried Fruit 3.4 3.8 20.3
- Processed Fruit Snacks - - -
Snack Bars 1.8 1.2 6.0
- Cereal Bars 1.8 1.2 6.0
- Protein/Energy Bars 2.6 1.7 8.6
- Fruit and Nut Bars - - -
Sweet Biscuits 1.0 2.0 10.2
- Chocolate Coated Biscuits 2.9 2.7 14.5
- Cookies 0.4 1.3 6.7
- Filled Biscuits 3.2 3.1 16.3
- Plain Biscuits 0.5 1.6 8.1
- Wafers -1.4 3.1 16.8
Sweet Biscuits, Snack Bars and Fruit 1.0 1.9 10.0
Snacks
Table 4 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Value
Growth 2017-2022
% current value growth
2021/22 2017-22 CAGR 2017/22 Total

- Dried Fruit 11.9 9.6 58.3
Snack Bars 10.0 7.0 40.2
- Cereal Bars 10.0 7.0 40.1
- Cookies 8.5 7.0 40.1
- Wafers 6.6 9.0 54.0
Snacks
Table 5 NBO Company Shares of Sweet Biscuits, Snack Bars and Fruit Snacks: %
Value 2018-2022
% retail value rsp

Company 2018 2019 2020 2021 2022
Comercializadora 34.6 34.5 35.0 35.2 35.2

Pepsico Mexico S de RL
de CV
Grupo Bimbo SAB de CV 24.5 24.6 24.4 24.3 24.3
Mondelez México S de RL 4.3 4.3 4.2 4.0 4.0
de CV
Kellogg de México SA de 3.3 3.3 3.1 3.1 3.1
CV
Gómez Cuétara Hnos SA 2.4 2.4 2.4 2.4 2.3
de CV
General Mills de México 1.1 1.1 1.1 1.1 1.1
SA de CV
Sabritas SRL de CV 0.5 0.5 0.5 0.5 0.5
Empacadora La Merced SA 0.2 0.2 0.2 0.2 0.2
de CV
Productos Verde Valle 0.1 0.1 0.1 0.1 0.1
SA de CV
Kraft Foods de México S - - - - -
de RL de CV
Private Label 0.7 0.7 0.7 0.8 0.8
Others 28.4 28.4 28.3 28.5 28.4
Total 100.0 100.0 100.0 100.0 100.0
Table 6 LBN Brand Shares of Sweet Biscuits, Snack Bars and Fruit Snacks: % Value
2019-2022
% retail value rsp

Brand (GBO) Company (NBO) 2019 2020 2021 2022
Gamesa (PepsiCo Inc) Comercializadora 32.2 32.8 32.9 32.9

de CV
Marinela Grupo Bimbo SAB de CV 15.5 15.5 15.5 15.4
Bimbo Grupo Bimbo SAB de CV 5.8 5.5 5.5 5.5
Kellogg's (Kellogg Kellogg de México SA de 3.3 3.1 3.1 3.1
Co) CV
Lara Grupo Bimbo SAB de CV 2.4 2.4 2.4 2.4
Cuétara (Adam Foods Gómez Cuétara Hnos SA 2.4 2.4 2.4 2.3
SL) de CV
Oreo (Mondelez Mondelez México S de RL 2.4 2.4 2.2 2.2
International Inc) de CV
Quaker (PepsiCo Inc) Comercializadora 2.0 1.9 1.9 1.9
de CV
Chips Ahoy! Mondelez México S de RL 1.5 1.5 1.4 1.4
(Mondelez de CV
International Inc)
Nature Valley General Mills de México 0.9 0.8 0.8 0.8
(General Mills Inc) SA de CV
Suandy Grupo Bimbo SAB de CV 0.8 0.8 0.8 0.8
Sunchips (PepsiCo Sabritas SRL de CV 0.5 0.5 0.5 0.5
Inc)
Barras Quaker Comercializadora 0.4 0.3 0.3 0.3
(PepsiCo Inc) Pepsico Mexico S de RL
de CV
Marbú (Mondelez Mondelez México S de RL 0.3 0.3 0.3 0.3
Fiber One (General General Mills de México 0.2 0.2 0.2 0.2
Mills Inc) SA de CV
La Merced Empacadora La Merced SA 0.2 0.2 0.2 0.2
de CV
Tía Rosa Grupo Bimbo SAB de CV 0.1 0.1 0.1 0.1
Verde Valle Productos Verde Valle 0.1 0.1 0.1 0.1
SA de CV
Cuétara (Nutrexpa SL) Gómez Cuétara Hnos SA - - - -
de CV
Chips Ahoy! Kraft Foods de México S - - - -
(Mondelez de RL de CV
International Inc)
Crujinieve Kraft Foods de México S - - - -
International Inc)
Marbú (Mondelez Kraft Foods de México S - - - -
International Inc) de RL de CV
Oreo (Mondelez Kraft Foods de México S - - - -
Private label Private Label 0.7 0.7 0.8 0.8
Others Others 28.4 28.3 28.6 28.5
Total Total 100.0 100.0 100.0 100.0
Table 7 NBO Company Shares of Sweet Biscuits: % Value 2018-2022
% retail value rsp

Company 2018 2019 2020 2021 2022
de CV
Mondelez México S de RL 5.0 5.0 4.9 4.6 4.6
de CV
Gómez Cuétara Hnos SA 2.8 2.8 2.7 2.7 2.7
de CV
Kraft Foods de México S - - - - -
de RL de CV
Private Label 0.8 0.8 0.8 0.8 0.9
Others 30.3 30.3 30.1 30.4 30.3
Total 100.0 100.0 100.0 100.0 100.0
Table 8 LBN Brand Shares of Sweet Biscuits: % Value 2019-2022
% retail value rsp

Gamesa (PepsiCo Inc) Comercializadora 37.5 38.0 38.1 38.2

de CV
Marinela Grupo Bimbo SAB de CV 18.1 18.0 17.9 17.9
Lara Grupo Bimbo SAB de CV 2.8 2.8 2.8 2.8
Cuétara (Adam Foods Gómez Cuétara Hnos SA 2.8 2.7 2.7 2.7
SL) de CV
Oreo (Mondelez Mondelez México S de RL 2.9 2.8 2.5 2.6
Chips Ahoy! Mondelez México S de RL 1.7 1.7 1.7 1.6
(Mondelez de CV
International Inc)
de CV
Suandy Grupo Bimbo SAB de CV 0.9 0.9 0.9 0.9
Marbú (Mondelez Mondelez México S de RL 0.3 0.3 0.3 0.3
Tía Rosa Grupo Bimbo SAB de CV 0.1 0.1 0.1 0.1
Cuétara (Nutrexpa SL) Gómez Cuétara Hnos SA - - - -
de CV
Chips Ahoy! Kraft Foods de México S - - - -
International Inc)
Crujinieve Kraft Foods de México S - - - -
International Inc)
Marbú (Mondelez Kraft Foods de México S - - - -
Oreo (Mondelez Kraft Foods de México S - - - -
Others Others 30.4 30.2 30.4 30.4
Total Total 100.0 100.0 100.0 100.0
Table 9 NBO Company Shares of Snack Bars: % Value 2018-2022
% retail value rsp

Company 2018 2019 2020 2021 2022

Kellogg de México SA de 24.9 24.9 24.8 24.8 24.7
CV
General Mills de México 8.5 8.6 8.5 8.5 8.6
SA de CV
de CV
Avena de Chihuahua SA 0.5 0.5 0.5 0.5 0.5
de CV
Simply Good Foods USA, - 0.1 0.1 0.1 0.1
Inc
ONE Brands LLC 0.1 0.1 0.1 0.1 0.1
Premier Nutrition Co LLC 0.1 0.1 0.1 0.1 0.1
Clif Bar & Co 0.1 0.1 0.1 0.1 0.1
Quest Nutrition LLC 0.1 - - - -
Private Label 0.2 0.2 0.3 0.3 0.4
Others 14.4 14.4 14.6 14.4 14.3
Total 100.0 100.0 100.0 100.0 100.0
Table 10 LBN Brand Shares of Snack Bars: % Value 2019-2022
% retail value rsp

Bimbo Grupo Bimbo SAB de CV 43.9 43.8 43.8 43.9

Kellogg's (Kellogg Kellogg de México SA de 24.9 24.8 24.8 24.7
Co) CV
Nature Valley General Mills de México 6.7 6.6 6.7 6.7
(General Mills Inc) SA de CV
de CV
Barras Quaker Comercializadora 2.7 2.7 2.7 2.7
(PepsiCo Inc) Pepsico Mexico S de RL
de CV
Fiber One (General General Mills de México 1.9 1.9 1.9 1.9
Mills Inc) SA de CV
Granvita Avena de Chihuahua SA 0.5 0.5 0.5 0.5
(Industrial Vida SA de CV
de CV, Grupo)
Quest (Simply Good Simply Good Foods USA, 0.1 0.1 0.1 0.1
Foods Co, The) Inc
ONE (Hershey Co, The) ONE Brands LLC 0.1 0.1 0.1 0.1
Power bar Premier Nutrition Co LLC 0.1 0.1 0.1 0.1
Clif Bar Clif Bar & Co 0.1 0.1 0.1 0.1
ONE ONE Brands LLC - - - -
ONE (ISS Research ONE Brands LLC - - - -
LLC)
Quest Quest Nutrition LLC - - - -
Others Others 14.4 14.6 14.4 14.3
Total Total 100.0 100.0 100.0 100.0

Table 11 NBO Company Shares of Fruit Snacks: % Value 2018-2022
% retail value rsp

Company 2018 2019 2020 2021 2022
Sabritas SRL de CV 45.1 45.0 44.8 44.5 44.5

Empacadora La Merced SA 13.8 13.9 13.9 13.8 13.7
de CV
Productos Verde Valle 9.7 9.7 9.7 9.7 9.7
SA de CV
Balmoro SA de CV 2.4 2.4 2.4 2.4 2.3
Others 28.9 29.0 29.2 29.6 29.8
Total 100.0 100.0 100.0 100.0 100.0
Table 12 LBN Brand Shares of Fruit Snacks: % Value 2019-2022
% retail value rsp

Sunchips (PepsiCo Sabritas SRL de CV 45.0 44.8 44.5 44.5

Inc)
La Merced Empacadora La Merced SA 13.9 13.9 13.8 13.7
de CV
Verde Valle Productos Verde Valle 9.7 9.7 9.7 9.7
SA de CV
Balmoro Balmoro SA de CV 2.4 2.4 2.4 2.3
Others Others 29.0 29.2 29.6 29.8
Total Total 100.0 100.0 100.0 100.0
Table 13 Distribution of Sweet Biscuits, Snack Bars and Fruit Snacks by Format: % Value
2017-2022
% retail value rsp

2017 2018 2019 2020 2021 2022
Retail Channels 100.0 100.0 100.0 100.0 100.0 100.0

- Retail Offline 99.9 99.9 99.9 99.7 99.8 99.8
-- Grocery Retailers 95.1 95.1 94.8 95.0 95.0 94.9
--- Convenience Retail 13.0 13.1 13.1 13.0 13.1 13.1
---- Convenience Stores 10.6 10.6 10.6 10.6 10.6 10.6
---- Forecourt Retailers 2.5 2.5 2.5 2.4 2.5 2.5
--- Supermarkets 4.3 4.3 4.3 4.4 4.3 4.3
--- Hypermarkets 5.8 5.8 5.9 6.0 5.9 5.8
--- Discounters 9.2 9.2 9.2 9.3 9.2 9.2
--- Warehouse Clubs 2.9 2.9 2.9 2.9 2.9 2.9
--- Food/drink/tobacco 0.4 0.4 0.4 0.4 0.4 0.4
specialists
--- Small Local Grocers 59.3 59.3 59.0 59.1 59.1 59.1
-- Non-Grocery Retailers 3.2 3.2 3.4 3.4 3.3 3.3
--- General Merchandise 1.3 1.3 1.3 1.2 1.2 1.2
Stores
--- Apparel and - - - - - -
Footwear Specialists
--- Appliances and - - - - - -
Electronics Specialists
--- Home Products - - - - - -
Specialists
--- Health and Beauty 0.8 0.8 1.1 1.1 1.1 1.1
Specialist Retailers
--- Leisure and - - - - - -
Personal Goods
Specialists
--- Other Non-Grocery 1.2 1.1 1.0 1.0 1.0 1.0
Retailers
-- Vending 1.6 1.6 1.7 1.4 1.5 1.6
-- Direct Selling - - - - - -
- Retail E-Commerce 0.1 0.1 0.1 0.3 0.2 0.2
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 14 Distribution of Sweet Biscuits by Format: % Value 2017-2022
% retail value rsp

2017 2018 2019 2020 2021 2022
Retail Channels 100.0 100.0 100.0 100.0 100.0 100.0

- Retail Offline 99.9 99.9 99.9 99.7 99.8 99.8
--- Supermarkets 3.1 3.1 3.1 3.2 3.2 3.2
--- Hypermarkets 4.5 4.5 4.5 4.6 4.5 4.5
--- Discounters 7.5 7.5 7.5 7.6 7.6 7.5
--- Warehouse Clubs 2.4 2.4 2.4 2.4 2.4 2.4
--- Food/drink/tobacco 0.5 0.5 0.5 0.5 0.5 0.5
specialists
Stores
--- Apparel and - - - - - -
Specialists
--- Leisure and - - - - - -
Personal Goods
Specialists
Retailers
-- Vending 1.9 1.9 1.9 1.6 1.7 1.9
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 15 Distribution of Snack Bars by Format: % Value 2017-2022
% retail value rsp

2017 2018 2019 2020 2021 2022
Retail Channels 100.0 100.0 100.0 100.0 100.0 100.0

- Retail Offline 99.9 99.8 99.8 99.6 99.7 99.7
--- Supermarkets 12.0 12.0 12.0 12.2 12.0 12.1
--- Hypermarkets 14.3 14.3 14.3 14.7 14.5 14.5
--- Discounters 20.6 20.6 20.6 21.0 20.8 20.6
--- Warehouse Clubs 6.9 6.9 6.9 6.6 6.7 6.7
--- Food/drink/tobacco - - - - - -
specialists
Stores
--- Apparel and - - - - - -
Specialists
--- Leisure and - - - - - -
Personal Goods
Specialists
--- Other Non-Grocery - 0.0 - 0.0 0.0 -
Retailers
-- Vending - - - - - -
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 16 Distribution of Fruit Snacks by Format: % Value 2017-2022
% retail value rsp

2017 2018 2019 2020 2021 2022
Retail Channels 100.0 100.0 100.0 100.0 100.0 100.0

- Retail Offline 99.9 99.9 99.9 99.8 99.8 99.8

--- Supermarkets 5.7 5.7 5.7 5.9 5.9 5.8
--- Hypermarkets 10.3 10.3 10.3 10.7 10.5 10.4
--- Discounters 6.5 6.5 6.5 6.7 6.6 6.5
--- Warehouse Clubs - - - - - -
--- Food/drink/tobacco - - - - - -
specialists
--- General Merchandise - - - - - -
Stores
--- Apparel and - - - - - -
Specialists
--- Health and Beauty - - - - - -
--- Leisure and - - - - - -
Personal Goods
Specialists
Retailers
-- Vending 2.2 2.2 2.2 1.5 1.8 1.9
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 17 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category:
Volume 2022-2027
'000 tonnes
2022 2023 2024 2025 2026 2027
Fruit Snacks 3.2 3.3 3.5 3.6 3.7 3.8

- Dried Fruit 3.2 3.3 3.5 3.6 3.7 3.8
Snack Bars 41.5 42.7 44.0 45.5 47.0 48.7
- Cereal Bars 41.4 42.6 43.9 45.4 46.9 48.6
Sweet Biscuits 594.7 601.0 608.1 615.7 623.9 632.7
- Chocolate Coated 52.9 54.3 55.7 56.9 58.0 59.0
Biscuits
- Cookies 128.2 129.1 130.2 131.5 133.0 134.7
- Filled Biscuits 94.2 96.8 99.3 101.6 103.8 105.7
- Plain Biscuits 270.6 272.5 274.9 277.9 281.4 285.6
- Wafers 48.8 48.3 48.0 47.8 47.7 47.7
Sweet Biscuits, Snack 639.4 647.0 655.6 664.8 674.7 685.2
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 18 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category:
Value 2022-2027
MXN million
2022 2023 2024 2025 2026 2027
Fruit Snacks 879.1 924.1 966.8 1,009.4 1,051.2 1,090.9

- Dried Fruit 879.1 924.1 966.8 1,009.4 1,051.2 1,090.9
Snack Bars 9,307.9 9,660.4 10,041.5 10,450.7 10,886.4 11,355.0
- Cereal Bars 9,207.5 9,556.0 9,932.4 10,336.7 10,766.9 11,229.8
Sweet Biscuits 63,922.1 65,283.9 66,710.4 68,184.4 69,705.9 71,275.9
- Chocolate Coated 8,743.9 9,108.5 9,458.4 9,797.2 10,130.2 10,452.4
Biscuits
- Cookies 16,932.6 17,221.6 17,535.5 17,864.3 18,219.8 18,601.4
- Filled Biscuits 10,559.9 10,940.0 11,311.8 11,673.7 12,010.6 12,323.4
- Plain Biscuits 21,157.8 21,512.8 21,912.9 22,353.9 22,838.0 23,369.4
- Wafers 6,527.9 6,500.9 6,491.8 6,495.4 6,507.4 6,529.3
Sweet Biscuits, Snack 74,109.0 75,868.4 77,718.7 79,644.6 81,643.5 83,721.7
trade sources
Table 19 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: %
Volume Growth 2022-2027
% volume growth
2022/23 2022-27 CAGR 2022/27 Total

- Dried Fruit 4.3 3.7 19.7
Snack Bars 2.9 3.3 17.4
- Cereal Bars 2.9 3.3 17.4
- Cookies 0.7 1.0 5.1
- Wafers -0.9 -0.4 -2.2
Snacks
trade sources
Table 20 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: %
Value Growth 2022-2027
% constant value growth

2022/2023 2022-27 CAGR 2022/27 Total

- Dried Fruit 5.1 4.4 24.1

Snack Bars 3.8 4.1 22.0
- Cereal Bars 3.8 4.1 22.0
- Cookies 1.7 1.9 9.9
- Wafers -0.4 0.0 0.0
Snacks
trade sources

Sweet Biscuits, Snack Bars and Fruit Snacks in Mexico

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Sweet Biscuits, Snack Bars and

Fruit Snacks in Mexico

LIST OF CONTENTS AND TABLES

SWEET BISCUITS, SNACK BARS AND

The recovery of out-of-home activities has A mixed impact on sales

Little change in the distribution landscape

PROSPECTS AND OPPORTUNITIES

Indulgence to remain A major driver of growth, while some products

New regulation focused on protecting children expected to impact sales

Price increases and scarcity of raw materials is expected

Fruit Snacks 2.7 2.8 3.0 3.0 3.1 3.2

Fruit Snacks 555.3 617.8 673.3 711.2 785.8 879.1

Fruit Snacks 3.4 3.8 20.3

% current value growth

2021/22 2017-22 CAGR 2017/22 Total

Fruit Snacks 11.9 9.6 58.3

% retail value rsp

Comercializadora 34.6 34.5 35.0 35.2 35.2

% retail value rsp

Gamesa (PepsiCo Inc) Comercializadora 32.2 32.8 32.9 32.9

Table 7 NBO Company Shares of Sweet Biscuits: % Value 2018-2022

% retail value rsp

Comercializadora 39.3 39.1 39.6 39.7 39.8

Table 8 LBN Brand Shares of Sweet Biscuits: % Value 2019-2022

% retail value rsp

Gamesa (PepsiCo Inc) Comercializadora 37.5 38.0 38.1 38.2

Table 9 NBO Company Shares of Snack Bars: % Value 2018-2022

% retail value rsp

Grupo Bimbo SAB de CV 43.9 43.9 43.8 43.8 43.9

Table 10 LBN Brand Shares of Snack Bars: % Value 2019-2022

% retail value rsp

Bimbo Grupo Bimbo SAB de CV 43.9 43.8 43.8 43.9

Total Total 100.0 100.0 100.0 100.0

Table 11 NBO Company Shares of Fruit Snacks: % Value 2018-2022

% retail value rsp

Sabritas SRL de CV 45.1 45.0 44.8 44.5 44.5

Table 12 LBN Brand Shares of Fruit Snacks: % Value 2019-2022

% retail value rsp

Sunchips (PepsiCo Sabritas SRL de CV 45.0 44.8 44.5 44.5

% retail value rsp

Retail Channels 100.0 100.0 100.0 100.0 100.0 100.0

Table 14 Distribution of Sweet Biscuits by Format: % Value 2017-2022

% retail value rsp

Retail Channels 100.0 100.0 100.0 100.0 100.0 100.0

Table 15 Distribution of Snack Bars by Format: % Value 2017-2022

% retail value rsp

Retail Channels 100.0 100.0 100.0 100.0 100.0 100.0

Table 16 Distribution of Fruit Snacks by Format: % Value 2017-2022

% retail value rsp

Retail Channels 100.0 100.0 100.0 100.0 100.0 100.0

---- Forecourt Retailers 2.7 2.7 2.7 2.5 2.6 2.7

Fruit Snacks 3.2 3.3 3.5 3.6 3.7 3.8

Fruit Snacks 879.1 924.1 966.8 1,009.4 1,051.2 1,090.9

Fruit Snacks 4.3 3.7 19.7

% constant value growth

Fruit Snacks 5.1 4.4 24.1

- Processed Fruit Snacks - - -