Background on Key Players and Their Relevance
Coca-Cola, Lala, and Bimbo are the most preferred mass consumption brands in Mexican households. However, the frequency of their purchases has decreased due to a more rational consumer seeking better value for money.
Francisco Luna, Country Manager of Worldpanel México, explains that growth for mass consumption brands is becoming increasingly difficult. Previously, 50% of the brands were growing; by 2024, only 32% managed to grow.
Brand Footprint 2025 Report Insights
According to the Brand Footprint 2025 report by Worldpanel by Numerator, the top ten most chosen brands by Mexicans include Pepsi, Alpura, Nutri, La Moderna, La Costeña, Nescafé, and Knorr.
The ranking revealed that all brands, except Nutri, lost ground in purchase decisions (CRP). This decline was due to less frequent purchases or fewer households choosing them.
CRP, or Consumer Reach Points, indicates how often a brand is chosen in a year and the percentage of households that purchase it. This edition showed that each household made 487 brand decisions.
Small Brands Outpace Large Ones
In contrast, smaller brands are growing more rapidly than larger ones, driven by consumers willing to try new options and the ability to meet evolving consumption demands.
Today, brand growth is driven by innovation and diversification of offerings, capturing more consumption moments, increasing digital advertising, and expanding presence across various channels and points of sale.
Consumer Behavior Shifts
Modern consumers seek the best purchase location for each product, exploring up to 24 different retail outlets and commercial chains before choosing the best option based on price, quality, and convenience.
Consumer purchasing habits have also changed. Supported by social programs and increased minimum wage, consumers are willing to pay for value and prefer larger formats offering better cost-benefit ratios.
“Consumers have experienced real spending capacity improvement due to extensive social program coverage. An estimated 40 million people in the country receive at least one social program, which also encourages consumption and mitigates inflation,” said Francisco Luna.
Sector-wise Brand Leadership
The ranking also identified leading brands in each consumption sector.
Food Sector
Bimbo maintains a dominant position as the brand with the most presence on Mexican tables, followed by La Moderna, La Costeña, Knorr, and McCormick.
Beverages Sector
Coca-Cola leads the list, followed by Pepsi and Nescafé. E-pura and Bonafont, water brands, have also gained ground.
Dairy Products Sector
Lala and Alpura lead in the number of households reached, followed by Nutri, Carnation, and Yoplait.
Personal Care and Beauty Sector
Colgate remains the most purchased brand in the country, followed by Saba, Palmolive, KleenBebé, and Garnier.
Home Care Sector
Traditional brands like Cloralex and Zote continue to lead the ranking, followed by Pétalo, Suavitel, and Roma soap.
