Market Insights: Alcoholic Beverages in Mexico

Introduction
This report forms a part of the Datamonitor's newly introduced product series titled "Market Insights". It aims to provide both quantitative and qualitative analysis to clients on the market data and trends across various industry sectors.

Scope
Examines developments in the Mexican alcoholic beverages sectorProvides latest retail data at a sector level further segmented by markets along with 5 year forecasts, highlighting specific growth areasIdentifies the leading players in the market, providing details on brand portfolio and new product launchesTracks the latest M&A deals that have taken place in the alcoholic beverages sector in MexicoHighlights
The alcoholic beverages sector in Mexico was estimated to be worth 6.76 billion liters of volume sales in 2009, with a compound annual growth rate (CAGR) of about 0.89% during 2004-09. The sector is forecasted to reach 7 billion liters of volume sales in 2014, growing at a tepid CAGR of 0.69% during 2009-14.

Beer, cider and FABs was the most dominant market within the sector accounting for nearly 96% of the sector volume sales in 2009. It was also the most consolidated market, with top two companies controlling around 96% of the market.

Wine was the key market driving growth in 2008-09, within the alcoholic beverages sector, growing at a rate of 9.11%. Spirits and beer, cider and FAB's market grew at a moderate rate of 0.82% and 0.64% respectively during 2008-09.

Reasons to Purchase
Sector understanding: develop a detailed understanding of the alcoholic beverages sector and identify the key growth markets within itConsumer trends and behavior: find out the latest consumer trends driving the alcoholic beverages sector in Mexico alongside consumption & usage dataCompetitive landscape: obtain information on the key players operating in the sector and understand their key strengths in various markets
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Overview 1
Catalyst 1
Summary 1
Executive Summary 3
Overview 3
Introduction 5
Product Launch Analytics 5
Market Data Analytics 6
New Consumer Insight reports 6
The Country Statistics Database 7
Company Intelligence 7
What this report is about 7
How to use this report 8
Market definition 9
Table of Contents 10
List of Figures 11
List of Tables 12
Country Overview 13
Economic overview 13
Demographic overview 17
Alcoholic Beverages Sector Profile 19
Mexican alcoholic beverages sector volume and growth 19
Mexican alcoholic beverages: a global perspective 22
Overview 22
Comparing Mexico to emerging economies 23
Alcoholic Beverages Sector Markets 27
Mexican alcoholic beverages sector markets by volume 27
Future prospects 30
Leading categories 32
Lagging categories 33
Key Trends 35
Demographic and economic trends 35
High taxation on all alcoholic beverages 35
Shifting demographics are affecting the consumption of various alcoholic beverages 38
Consumer trends 41
Companies are expanding their product portfolios to meet the growing demand for low/non-alcoholic beverages in the country 41
Premium beer has shown a positive growth curve, even during global economic downturn 43
Industry trends 46
Companies have adopted massive marketing and brand-building activities in an effort to boost sales in the difficult economic climate 46
On-trade sales of alcoholic beverages took a hit on account of the economic meltdown in Mexico 48
The promotional strategies of domestic wine manufacturers have lead to decreased consumption of imported wines 50
Competitive Landscape In Mexico 53
Leading players and their shares 53
Presence of the leading players in various markets of the alcoholic beverages sector 56
Key players by markets and their rankings 58
Leading local player profiles 60
Grupo Modelo 60
FEMSA 60
La Madrilena 61
L.A. Cetto 61
Bodegas de Santo Tomas 61
New Product Launches In Mexico 62
Overview 62
Product launches by top players 65
Recent M&A deals 67
Overview 67
Consumption And Usage Data 69
Male/female consumption 69
Urban/rural consumption 70
Consumption by age group 71
Conclusion 72
Highlights 72
Research Methodology 73
Methodology overview 73
Secondary research 74
Market modeling 75
Creating an initial data model 75
Revising the initial data model 75
Creating a final estimate 75
Creating demographic value splits 76
Primary research 76
Data finalization 77
Ongoing research 77
Appendix 78
Further reading 78
Feedback 78
Ask the analyst 78
Datamonitor consulting 78
Disclaimer 78
List of Tables
Table 1: Alcoholic beverages sector definitions 9
Table 2: Key statistics for BASIC economies, compared with Mexico, 2009 16
Table 3: Varying taxes on Mexican alcoholic beverages, according to differing alcohol content, 2010 35
Table 4: Top ten players by market share and by products launched in the Mexican alcoholic beverages sector, 2009 65
Table 5: M&A deals in the Mexican alcoholic beverages sector, 2009-10 68
List of Figures
Figure 1: GDP ($bn), and GDP growth rate (%) in Mexico, 2004-14e 14
Figure 2: GDP growth in Mexico and the BASIC economies (%), 2004-14e 15
Figure 3: Population in Mexico, by age groups and median age, 2004-14e 17
Figure 4: Mexican birth rate, and mortality rate (per thousand people), 1970-2020e 18
Figure 5: Mexican alcoholic beverages sector sales volume (million liters), 2004-14e 20
Figure 6: Mexico versus top-ranked countries, alcoholic beverages sector sales volumes (million liters), 2009, and growth (%), 2008-09 22
Figure 7: Alcoholic beverages sector, per capita consumption (liters), and growth rate (%), in Mexico and the BASIC economies, 2004-14e 24
Figure 8: Alcoholic beverages sector growth (%), in Mexico and the BASIC economies, 2004-14e 25
Figure 9: Mexican alcoholic beverages sector, sales volume (million liters), and growth (%), by market, 2008-09 27
Figure 10: Mexican alcoholic beverages sector, volume sales (million liters), and growth (%), by market, 2004-09 and 2009-14e 30
Figure 11: Mexican alcoholic beverages sector, leading categories by sales volume (million liters) in terms of growth rates (%), 2008-09 33
Figure 12: Mexican alcoholic beverages sector, lagging categories by sales volume (million liters) in terms of growth rates (%), 2008-09 34
Figure 13: Countries categorized by the relative price of spirits and level of excise tax imposed on spirits 36
Figure 14: Countries categorized by the relative price of beer and level of excise tax imposed on beer 37
Figure 15: Mexican population (millions), by age group, 2004-14e 38
Figure 16: Demographic transition in Mexico, 2000-30e 40
Figure 17: Low-alcohol and non-alcoholic beer brands in Mexico 42
Figure 18: Premium lager brands in Mexico 44
Figure 19: FEMSA Cerveza developed an innovative packaging and advertising campaign for its Indio brand in 2009 47
Figure 20: Advertising campaigns by Grupo Modelo in 2009 48
Figure 21: Imported wines in Mexico, value ($) and change (%), by country, 2008-09 51
Figure 22: Relationship between rising household disposable income and the wine market in Mexico, 2009-14e 52
Figure 23: Popular beer brands in Mexico, 2009 54
Figure 24: Leading players in the Mexican alcoholic beverages sector, ranked by sector share, 2009 55
Figure 25: Presence of the key players across markets in the Mexican alcoholic beverages sector, 2009 56
Figure 26: Market share of the top five players versus others (%) in the Mexican alcoholic beverages sector, by market, 2009 58
Figure 27: Top five players in the Mexican alcoholic beverages sector, by market, 2009 59
Figure 28: New product launches (%) in the Mexican alcoholic beverages sector, by market, 2009 63
Figure 29: Examples of peach-flavored new product launches in the Mexican alcoholic beverages sector, 2009 64
Figure 30: New product launches in the Mexican alcoholic beverages sector, by company and by market, 2009 66
Figure 31: Mexican alcoholic beverages sector, consumption (%) split by gender, 2008 69
Figure 32: Mexican alcoholic beverages sector, consumption (%) split by urban/rural, 2008 70
Figure 33: Mexican alcoholic beverages sector, consumption (%) split by age group, 2008 71
Figure 34: Conclusion 72

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