Introduction
In a time when food prices are under pressure and artisanal bakeries have increased their rates due to rising ingredient costs and operational expenses, the supermarket Rosca de Reyes has shown an unusual trend: its price has remained relatively stable. A comparison between 2025 and 2026 confirms that large chains opted to absorb costs and maintain similar margins, aware that this seasonal product is highly sensitive to budget constraints.
Price Stability Across Major Chains
Here are some examples:
- At Walmart, the traditional large Rosca de Reyes went from 399 pesos in 2025 to around 425 pesos in 2026, a near 6% adjustment.
- Sam’s Club’s Member’s Mark version (approximately 2 kg) moved from 408 to 418 pesos, a marginal 2.5% increase.
- Chedraui maintained prices in a similar range, around 380–399 pesos for large rosques.
Strategic Decision Behind Price Stability
More than a coincidence, this stability stems from a deliberate commercial decision. Chains prioritized defending volume and turnover over fully transferring inflation to consumers. The Rosca de Reyes is not a gourmet impulse buy but a symbol of family togetherness, and overpricing it would mean losing market share to direct competitors.
Costco’s Distinct Approach
A notable exception was Costco. The traditional 2 kg Rosca de Reyes increased from 379 pesos in 2025 to 429 pesos in 2026, a roughly 13.2% rise—significantly higher than the average of other chains.
This indicates that while Costco remains competitive in terms of size and yield, it applied a more noticeable adjustment to its large rosca’s base price.
Supermarket Rosca de Reyes vs. Artisanal Alternatives
Compared to artisanal options, which double or triple the price per kilo, the supermarket remains a better defender of consumers’ budgets. It may not always be the most sophisticated version, but it offers price stability and rationality for starting January without affecting the family budget.
In an economic context where every peso counts, this consistency outweighs any eye-catching label.
Key Questions and Answers
- Why have supermarket Rosca de Reyes prices remained stable? Major chains decided to absorb costs and maintain similar margins, recognizing the product’s sensitivity to budget constraints.
- How do supermarket Rosca de Reyes prices compare to artisanal alternatives? Supermarkets offer a more budget-friendly option, with prices remaining stable, while artisanal rosques have doubled or tripled in price per kilo.
- What makes supermarket Rosca de Reyes a preferred choice? Despite not always being the most sophisticated version, supermarket rosques offer price stability and rationality, crucial for families looking to maintain their budget during the holiday season.
