Sweet Biscuits Snack Bars and Fruit Snacks in Mexico

SWEET BISCUITS, SNACK BARS
AND FRUIT SNACKS IN MEXICO

Euromonitor International
July 2016
SWEET BISCUITS, SNACK BARS AND FRUIT SNACKS IN MEXICO
LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Competitive Landscape ................................................................................................................ 2
Prospects ..................................................................................................................................... 3
Category Data .............................................................................................................................. 3
Table 1
Table 2
Table 3
Table 4
Table 5
Table 6
Table 7
Table 8
Table 9
Table 10
Table 11
Table 12
Table 13
Table 14
Table 15
Table 16
Table 17
Table 18
Table 19
Table 20
Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category:

Volume 2011-2016 ....................................................................................... 3
Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category:
Value 2011-2016 .......................................................................................... 4
Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: %
Volume Growth 2011-2016 .......................................................................... 4
Value Growth 2011-2016 ............................................................................. 5
NBO Company Shares of Sweet Biscuits, Snack Bars and Fruit
Snacks: % Value 2012-2016 ........................................................................ 5
LBN Brand Shares of Sweet Biscuits, Snack Bars and Fruit Snacks:
% Value 2013-2016...................................................................................... 6
NBO Company Shares of Sweet Biscuits: % Value 2012-2016 ................... 7
LBN Brand Shares of Sweet Biscuits: % Value 2013-2016 .......................... 8
NBO Company Shares of Snack Bars: % Value 2012-2016 ........................ 9
LBN Brand Shares of Snack Bars: % Value 2013-2016 ............................... 9
NBO Company Shares of Fruit Snacks: % Value 2012-2016..................... 10
LBN Brand Shares of Fruit Snacks: % Value 2013-2016 ........................... 10
Distribution of Sweet Biscuits, Snack Bars and Fruit Snacks by
Format: % Value 2011-2016 ...................................................................... 11
Distribution of Sweet Biscuits by Format: % Value 2011-2016 ................... 11
Distribution of Snack Bars by Format: % Value 2011-2016........................ 12
Distribution of Fruit Snacks by Format: % Value 2011-2016 ...................... 13
Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by
Category: Volume 2016-2021 .................................................................... 13
Category: Value 2016-2021 ....................................................................... 14
Category: % Volume Growth 2016-2021.................................................... 14
Category: % Value Growth 2016-2021....................................................... 15
Passport
SWEET BISCUITS, SNACK BARS AND

FRUIT SNACKS IN MEXICO
HEADLINES
In 2016, volume sales of sweet biscuits, snack bars and fruit snacks grow by 1% and value
sales rise by 5%, to reach 564,000 tonnes and Mx$46.0 billion respectively
Lifestyle trends drive the growth of this category during 2016
Sales of dried fruit post the highest growth of 2016 in current value terms
In 2016, the average unit price of sweet biscuits, snack bars and fruit snacks reaches Mx$82
per kilogram
The category remains concentrated in 2016 with just three players representing 62% of total
value sales
In 2021, volume sales of sweet biscuits, snack bars and fruit snacks are expected to reach
624,000 tonnes owing to a CAGR of 2%, while value sales at constant 2016 prices will reach
Mx$52.6 billion owing to a CAGR of 3%
TRENDS
In 2016 sales of sweet biscuits, snack bars and fruit snacks were mostly driven by the
convenience they offer to consumers. With a growing number of working women and single
households, families have less time to cook and prepare meals during the day. As a result,
consumers are increasingly looking for snacking products for the time between meals and
might sometimes substitute breakfast or lunch with them; and sweet biscuits, snack bars and
fruit snacks match this need.
Compared with the review period average, in 2016 sales of sweet biscuits, snack bars and
fruit snacks posted faster growth in terms of volume sales, but slower growth in terms of value
sales. The latter is explained by the stabilisation of prices after price increases resulting from
the special tax that entered into force in 2014. The special tax represented an 8% rise on
packaged food products with 275 or more kilocalories per 100 grams. This tax impacted most
products within this category, restraining sales growth over the last two years.
Sales of dried fruit recorded the most dynamic growth in 2016, reaching sales of Mx$490
million. This represents a 7% increase compared with the previous year. The positive
performance of this category is explained by the growing awareness of consumers about
nutrition and health and their search for alternatives to other snacks such as chocolate,
sweets and savoury snacks.
The average unit price reached Mx$82 per kilogram in 2016, which represents a 3% increase
compared with the previous year. This increase is explained mostly by a rise in the offering of
more sophisticated products, whether those with new packaging that allows easier and
convenient transportation, new ingredients or enhanced formulas to provide extra indulgent or
extra healthy options.
In 2016 sales of filled biscuits posted interesting growth with a 6% increase in value terms
compared with the previous year. This positive performance is explained by the successful
marketing strategies of brands such as Emperador (Comercializadora Pepsico Mexico S de
RL de CV), which stands out for its investments in advertising. In 2016 sales of filled biscuits
reached Mx$6.1 billion.
Passport
Cereal bars is another category that experienced a good performance in 2016, with a value
sales increase of 5%. These products are perceived as healthy snack options or as
substitutes for breakfast, which can be taken on the go.
Regarding distribution channels, in 2016 sales of sweet biscuits, snack bars and fruit snacks
were led by independent small grocers, which are known as tienditas. This channel accounted
for 37% of total value sales.
COMPETITIVE LANDSCAPE
In 2015 Comercializadora Pepsico Mexico S de RL de CV remained the leader of this
category with its brands Gamesa and Quaker. Some of the main brands offered by this
company include Chokis, Emperador and Marias amongst others. Grupo Bimbo SAB de CV
ranked second in 2015 with strong brands such as Bran-Frut and Multigrano in cereal bars
and sweet biscuit brands such as Polvorones Marinela and Platvolos amongst others. Both of
these leading companies have strong distribution networks through independent small
grocers, which allows them a wide geographic reach. In 2016 both companies are expected to
remain leaders of this category.
The biggest increase in value share during 2015 was generated by Comercializadora Pepsico
as it was, and still is, the biggest player in this category. Over the review period the company
invested heavily in advertisement and product innovation.
Successful company strategies observed over the review period include the use of licences
such as Gamesas launch of Chokis Batman and Emperador Superman at the time that the
film Batman vs Superman was at the cinema. Another successful strategy has been the use
of healthier ingredients such as nuts, dry fruit and oatmeal. In 2016 brands such as Nature
Valley (General Mills de Mxico SA de CV) and Quaker (Comercializadora Pepsico) offered
cookies and cereal bars with these types of ingredients to appeal to those following the health
and wellness trend.
In 2016 multinational companies represented a significant part of the category, with
Comercializadora Pepsico and Mondelez Mxico S de RL de CV being the biggest
international players. Grupo Bimbo with its Marinela brand is the most important domestic
company in the category and ranked second in 2015 after Comercializadora Pepsico. These
companies have a long-standing presence in the Mexican market and have achieved solid
value shares throughout the years.
Key new launches observed in 2015-2016 included new flavours of sweet biscuits and a wider
variety of cereal bars. Examples of this include a new orange flavour for Polvorones Gamesa,
and blueberry flavour for Barritas Marinela. Regarding cereal bars, Nature Valley (General
Mills) is offering a version with fruit chunks and Special K (Kellogg de Mxico SA de CV) has
launched new bars made of rice, wheat, cranberries and chocolate.
Many brands offering high-caloric products are restrained in terms of advertising to certain TV
schedules. As a result, brands have used other strategies to advertise their products.
Promotional price reductions are very popular during the year as well as digital marketing
using mostly social networks.
In 2016 most packaging innovations focused on delivering increasingly convenient products
that can be transported easily, shared and enable on-the-go consumption. Packaging is also
used to differentiate between price platforms, with premium products being often offered in
more sophisticated cardboard boxes with plastic structures that protect the product.
Premium, standard and economy brands all compete mainly through price and distribution;
standard and economy brands are available through a range of retailers, whilst premium
brands are available mainly through supermarkets, hypermarkets and department stores. In
Passport
terms of snack bars, these products are generally considered a mid-priced category.
Nevertheless, granola bars tend to be more expensive than breakfast bars due to their fruit
and nut content. Energy bars and nutrition bars are often purchased by consumers who are
looking for more specialised nutrition and who are willing to pay a higher price for this kind of
snack.
PROSPECTS
Over the forecast period sales of sweet biscuits, snack bars and fruit snacks are expected to
record good growth driven mostly by sweet biscuits. In 2021, the sweet biscuits category is
projected to account for the bulk of the overall category with 85% of total value sales (at
constant 2016 prices). An important challenge for manufacturers will be the growing
awareness of consumers about health and wellness and the governments concern about
rising obesity rates, which might result in the further regulation of the category.
Compared with the review period, sales of sweet biscuits, snack bars and fruit snacks are
expected to post faster growth rates over the forecast period as companies develop new
products with more valuable attributes, such as high-fibre content, and natural ingredients,
such as nuts and fruit. On the other hand, increasingly indulgent products are also expected
to drive growth over the forecast period.
Sales of cereal bars are set to register the fastest growth over the forecast period, with
CAGRs of 4% and 5% in volume and value (at constant 2016 prices) terms estimated
respectively. This positive outlook is based on the convenience offered by these products to
consumers. Cereal bars are perceived as healthy snacks or even as substitutes for breakfast
that can be eaten on the go and easily transported in a bag or purse. Cereal bars are also
easy to store at home, at the office or even in the car.
The average unit price is expected to slightly increase over the forecast period, as biscuit
manufacturers are expected to keep prices as low as possible as well as leverage smaller
formats and value packs in order to remain affordable to price-sensitive consumers. In 2021,
the average unit price of sweet biscuits, snack bars and fruit snacks is set to reach Mx$84 per
kilogram.
In 2021, sales of sweet biscuits, snack bars and fruit snacks through the different distribution
channels are expected to remain very similar to levels in 2016. Independent small grocers is
likely to remain the biggest channel with 36% of total value sales followed by supermarkets
and hypermarkets with 16% collectively.
Over the forecast period, companies are predicted to focus on product innovation and
marketing in order to increase the quality of their products, enhance customer loyalty and
create differentiation from their competitors offerings. Also, over the forecast period,
consumers are likely to become increasingly aware about their eating habits and favour
fortified products and those with reduced fat or reduced sugar.
New product launches observed in 2015-2016 are anticipated to perform well in the short term
as new flavours attract new consumers and provide novelty. The offering of cereal bars with
natural ingredients is also likely to perform well as consumers look for healthier and tastier
alternatives.
CATEGORY DATA
Table 1
Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Volume
2011-2016
Passport
Passport
'000 tonnes
Fruit Snacks
- Dried Fruit
- Processed Fruit Snacks
Snack Bars
- Cereal Bars
- Energy Bars
- Fruit and Nut Bars
- Other Snack Bars
Sweet Biscuits
- Chocolate Coated
Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
Sweet Biscuits, Snack
Bars and Fruit Snacks
Source:
2011
2012
2013
2014
2015
2016
2.1
2.1
31.9
31.9
508.9
44.4
2.2
2.2
33.0
33.0
517.5
45.8
2.3
2.3
34.6
34.6
520.0
44.9
2.4
2.4
35.5
35.5
510.8
45.0
2.4
2.4
36.3
36.3
517.3
45.4
2.5
2.5
37.1
37.1
524.4
45.6
108.3
71.5
281.8
2.9
542.9
110.5
75.1
283.2
2.9
552.7
111.6
73.8
286.9
2.9
556.9
112.1
73.3
277.7
2.7
548.7
113.5
75.1
280.7
2.7
556.0
115.0
77.0
284.1
2.7
564.0
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
2011-2016
MXN million
Fruit Snacks
- Dried Fruit
Snack Bars
- Cereal Bars
- Energy Bars
- Other Snack Bars
Sweet Biscuits
- Chocolate Coated
Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
Source:
2011
2012
2013
2014
2015
2016
339.9
339.9
4,025.5
4,025.5
30,573.9
4,064.3
373.8
373.8
4,352.8
4,352.8
32,639.1
4,417.3
402.4
402.4
4,753.9
4,753.9
34,018.8
4,497.3
430.5
430.5
5,245.0
5,245.0
36,332.4
4,891.8
458.8
458.8
5,536.9
5,536.9
37,937.8
5,105.1
490.1
490.1
5,836.9
5,836.9
39,665.1
5,338.9
8,130.0
4,553.8
13,579.7
246.1
34,939.2
8,668.8
5,000.2
14,292.3
260.5
37,365.6
9,107.5
5,099.4
15,054.4
260.2
39,175.0
9,886.5
5,493.5
15,796.7
263.9
42,007.8
10,300.7
5,796.8
16,461.8
273.5
43,933.5
10,749.9
6,123.1
17,169.6
283.6
45,992.1
Table 3

Volume Growth 2011-2016
% volume growth
Fruit Snacks
2015/16
2011-16 CAGR
2011/16 Total
3.3
3.4
18.0
Passport
- Dried Fruit
Snack Bars
- Cereal Bars
- Energy Bars
- Other Snack Bars
Sweet Biscuits
- Chocolate Coated Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
Sweet Biscuits, Snack Bars and Fruit
Snacks
Source:
3.3
2.2
2.2
1.4
0.6
1.3
2.5
1.2
0.4
1.4
3.4
3.0
3.0
0.6
0.5
1.2
1.5
0.2
-1.1
0.8
18.0
16.2
16.2
3.1
2.8
6.1
7.7
0.8
-5.4
3.9
Table 4
Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Value
Growth 2011-2016
% current value growth
Fruit Snacks
- Dried Fruit
Snack Bars
- Cereal Bars
- Energy Bars
- Other Snack Bars
Sweet Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
Snacks
Source:
2015/16
2011-16 CAGR
2011/16 Total
6.8
6.8
5.4
5.4
4.6
4.6
4.4
5.6
4.3
3.7
4.7
7.6
7.6
7.7
7.7
5.3
5.6
5.7
6.1
4.8
2.9
5.7
44.2
44.2
45.0
45.0
29.7
31.4
32.2
34.5
26.4
15.3
31.6
Table 5
NBO Company Shares of Sweet Biscuits, Snack Bars and Fruit Snacks: %
Value 2012-2016
% retail value rsp

Company
Comercializadora
Pepsico Mexico S de RL
de CV
Grupo Bimbo SAB de CV
Mondelez Mxico S de RL
de CV
Gmez Cutara Hnos SA
de CV
2012
2013
2014
2015
2016
0.2
32.9
33.3
33.6
33.6
24.8
-
24.5
-
24.4
3.9
24.5
4.0
24.5
4.0
3.6
3.7
3.5
3.5
3.5
Kellogg de Mxico SA de
CV
Fbrica de Pastas
Alimenticias La Moderna
SA de CV
General Mills de Mxico
SA de CV
Galletas de Calidad SA
de CV
Sabritas SRL de CV
Empacadora La Merced SA
de CV
Productos Verde Valle
SA de CV
Kraft Foods de Mxico S
de RL de CV
Gamesa SA de CV, Grupo
Nabisco SA de CV
Productos Quaker de
Mxico SA de CV
Digrans SA de CV
Private Label
Others
Total
Source:
Passport
2.8
3.1
3.2
3.2
3.2
2.3
2.4
2.3
2.2
2.2
0.4
0.6
0.8
0.9
0.9
0.6
0.6
0.6
0.6
0.6
0.5
0.1
0.5
0.1
0.5
0.1
0.5
0.1
0.5
0.2
0.1
0.1
0.1
0.1
0.1
4.0
29.5
4.0
1.8
0.8
28.6
100.0
0.8
26.7
100.0
0.8
26.5
100.0
0.8
25.9
100.0
0.8
26.0
100.0
Table 6
LBN Brand Shares of Sweet Biscuits, Snack Bars and Fruit Snacks: % Value
2013-2016
% retail value rsp

Brand (GBO)
Gamesa (PepsiCo Inc)
Marinela
Bimbo
Cutara (Adam Foods
SL)
Lara
Kellogg's (Kellogg
Co)
Quaker (PepsiCo Inc)
Oreo (Mondelez
International Inc)
La Moderna (La
Moderna SA de CV,
Grupo)
Chips Ahoy!
(Mondelez
International Inc)
Suandy
Kellogg's All Bran
(Kellogg Co)
Nature Valley
(General Mills Inc)
Company (NBO)
2013
2014
2015
2016
Comercializadora
de CV
Gmez Cutara Hnos SA
de CV
CV
Comercializadora
de CV
de CV
Fbrica de Pastas
SA de CV
de CV
30.7
31.0
31.2
31.1
14.7
5.6
-
14.7
5.6
-
14.9
5.6
3.5
14.9
5.6
3.5
3.0
2.3
2.9
2.4
2.9
2.4
2.9
2.4
2.0
2.1
2.3
2.3
1.7
1.8
1.8
1.8
1.7
1.7
1.7
1.5
1.5
1.5

CV
SA de CV
1.2
0.7
1.1
0.7
1.1
0.7
1.1
0.7
0.6
0.7
0.7
0.7
Nabisco (Mondelez
International Inc)
Marian
Sunchips (PepsiCo
Inc)
Tres Estrellas (La
Moderna SA de CV,
Grupo)
Sauris (La Moderna
SA de CV, Grupo)
Quaker Chewy
Granola (PepsiCo Inc)
La Merced
Fiber One (General
Mills Inc)
Verde Valle
Cutara (Nutrexpa SL)
Oreo (Mondelez
International Inc)
Chips Ahoy!
(Mondelez
International Inc)
Nabisco (Mondelez
International Inc)
Digrans
Cutara (SOS
Cuetara SA)
Chips Ahoy! (Kraft
Foods Inc)
Chips Ahoy!
(Mondelez
International Inc)
Private label
Others
Total
Source:
Passport
de CV
de CV
Sabritas SRL de CV
0.7
0.7
0.7
0.6
0.6
0.6
0.6
0.5
0.5
0.5
0.5
Fbrica de Pastas
SA de CV
Fbrica de Pastas
SA de CV
Comercializadora
de CV
de CV
SA de CV
SA de CV
Gmez Cutara Hnos SA
de CV
de RL de CV
de RL de CV
0.3
0.3
0.3
0.3
0.3
0.3
0.3
0.3
0.1
0.2
0.2
0.2
0.1
0.1
0.1
0.2
0.1
0.1
0.1
0.1
0.1
0.1
0.1
3.7
3.5
1.7
1.5

de RL de CV
Digrans SA de CV
Gmez Cutara Hnos SA
de CV
Nabisco SA de CV
0.8
0.8
26.7
100.0
0.8
26.5
100.0
0.8
26.0
100.0
0.8
26.1
100.0
Nabisco SA de CV
Private Label
Others
Total
Table 7
NBO Company Shares of Sweet Biscuits: % Value 2012-2016
% retail value rsp

Company
Comercializadora
de CV
de CV
Gmez Cutara Hnos SA
de CV
Fbrica de Pastas
2012
2013
2014
2015
2016
36.9
37.5
37.9
37.9
22.3
-
21.8
-
21.7
4.5
22.0
4.6
21.9
4.6
4.1
4.2
4.1
4.0
4.0
2.7
2.7
2.6
2.6
2.6
SA de CV
de CV
de RL de CV
Nabisco SA de CV
Productos Quaker de
Mxico SA de CV
Private Label
Others
Total
Source:
Passport
0.7
0.7
0.7
0.7
0.7
4.6
33.7
4.6
1.3
0.8
29.7
100.0
0.9
28.2
100.0
0.9
28.0
100.0
0.9
27.3
100.0
0.9
27.4
100.0
Table 8
LBN Brand Shares of Sweet Biscuits: % Value 2013-2016
% retail value rsp

Brand (GBO)
Marinela
Cutara (Adam Foods
SL)
Lara
Oreo (Mondelez
International Inc)
La Moderna (La
Moderna SA de CV,
Grupo)
Chips Ahoy!
(Mondelez
International Inc)
Suandy
Nabisco (Mondelez
International Inc)
Marian
Tres Estrellas (La
Moderna SA de CV,
Grupo)
Sauris (La Moderna
SA de CV, Grupo)
Ta Rosa
Cutara (Nutrexpa SL)
Oreo (Mondelez
International Inc)
Chips Ahoy!
(Mondelez
International Inc)
Nabisco (Mondelez
International Inc)
Company (NBO)
2013
2014
2015
2016
Comercializadora
de CV
Gmez Cutara Hnos SA
de CV
de CV
Fbrica de Pastas
SA de CV
Comercializadora
de CV
de CV
35.4
35.9
36.1
36.1
17.0
-
17.0
-
17.2
4.0
17.2
4.0
3.5
-
3.4
1.9
3.3
2.1
3.3
2.1
2.0
2.0
2.0
2.0
1.5
1.6
1.8
1.8
1.8
1.7
1.7

de CV
de CV
Fbrica de Pastas
SA de CV
Fbrica de Pastas
SA de CV
Gmez Cutara Hnos SA
de CV
de RL de CV
de RL de CV
1.4
-
1.3
0.8
1.3
0.8
1.2
0.8
0.7
0.7
0.7
0.7
0.3
0.3
0.3
0.3
0.3
0.3
0.3
0.3
4.2
4.1
0.1
-
0.1
-
1.9
1.8

de RL de CV
1.0

Cutara (SOS
Cuetara SA)
Chips Ahoy! (Kraft
Foods Inc)
Chips Ahoy!
(Mondelez
International Inc)
Nabisco (Kraft
Foods Inc)
Nabisco (Mondelez
International Inc)
Oreo (Kraft Foods
Inc)
Oreo (Mondelez
International Inc)
Private label
Others
Total
Source:

Gmez Cutara Hnos SA
de CV
Nabisco SA de CV
Nabisco SA de CV
Nabisco SA de CV
Nabisco SA de CV
Nabisco SA de CV
Nabisco SA de CV
Productos Quaker de
Mxico SA de CV
Private Label
Others
Total
0.9
28.2
100.0
0.9
28.0
100.0
0.9
27.3
100.0
0.9
27.4
100.0
Table 9
NBO Company Shares of Snack Bars: % Value 2012-2016
% retail value rsp

Company
CV
Comercializadora
de CV
SA de CV
Avena de Chihuahua SA
de CV
Alimentos Integrales
Roal SA de CV
Productos Quaker de
Mxico SA de CV
Private Label
Others
Total
Source:
Passport
2012
2013
2014
2015
2016
45.8
23.9
46.2
25.3
45.0
25.3
44.3
25.2
44.1
25.0
1.5
7.1
7.2
7.2
7.2
3.8
4.9
6.3
6.8
6.8
0.5
0.5
0.5
0.5
0.5
0.2
0.2
0.2
0.2
0.2
5.3
0.2
18.8
100.0
0.2
15.7
100.0
0.2
15.2
100.0
0.2
15.6
100.0
0.2
15.9
100.0
Table 10
LBN Brand Shares of Snack Bars: % Value 2013-2016
% retail value rsp

Brand (GBO)
Company (NBO)
2013
2014
2015
2016
Bimbo
Kellogg's (Kellogg
Co)

CV
46.2
19.2
45.0
19.3
44.3
19.2
44.1
19.1
Kellogg's All Bran

(Kellogg Co)
Nature Valley
(General Mills Inc)
Quaker Chewy
Fiber One (General
Mills Inc)
Granvita
(Industrial Vida SA
de CV, Grupo)
Granoletas
Belvita (Kraft
Foods Inc)
Quaker Chewy
Private label
Others
Total
Source:
Comercializadora
de CV
CV
SA de CV
Comercializadora
de CV
SA de CV
Avena de Chihuahua SA
de CV
5.9
5.9
5.9
5.9
6.0
6.0
5.9
5.9
4.9
5.6
5.8
5.8
1.2
1.3
1.3
1.3
0.7
1.0
1.0
0.5
0.5
0.5
0.5
Alimentos Integrales
Roal SA de CV
Productos Quaker de
Mxico SA de CV
Productos Quaker de
Mxico SA de CV
Productos Quaker de
Mxico SA de CV
Private Label
Others
Total
0.2
0.2
0.2
0.2
0.2
15.7
100.0
0.2
15.2
100.0
0.2
15.6
100.0
0.2
15.9
100.0
Table 11
NBO Company Shares of Fruit Snacks: % Value 2012-2016
% retail value rsp

Company
Sabritas SRL de CV
de CV
SA de CV
Frutos del Campo de
Estrellas SA de CV
Industria Agricola
Carredana SA de CV
Procesadora Palma SA de
CV
Balmoro SA de CV
Digrans SA de CV
Others
Total
Source:
Passport
2012
2013
2014
2015
2016
46.4
13.8
46.7
13.9
45.9
14.1
45.9
14.1
45.9
14.1
9.9
9.9
9.7
9.7
9.7
5.6
5.5
5.5
5.5
5.5
4.8
4.8
4.8
4.8
4.8
4.1
4.1
4.2
4.2
4.2
2.6
12.8
100.0
2.5
12.4
100.0
2.5
13.2
100.0
2.5
13.1
100.0
2.5
13.2
100.0
2015
2016
Table 12
LBN Brand Shares of Fruit Snacks: % Value 2013-2016
% retail value rsp

Brand (GBO)
Company (NBO)
2013
2014
10
Sunchips (PepsiCo
Inc)
La Merced
Verde Valle
Campo de Estrellas
Carrendana
Palma
Balmoro
Digrans
Others
Total
Source:
Passport
Sabritas SRL de CV
46.7
45.9
45.9
45.9
de CV
SA de CV
Frutos del Campo de
Estrellas SA de CV
Industria Agricola
Carredana SA de CV
Procesadora Palma SA de CV
Balmoro SA de CV
Digrans SA de CV
Others
Total
13.9
14.1
14.1
14.1
9.9
9.7
9.7
9.7
5.5
5.5
5.5
5.5
4.8
4.8
4.8
4.8
4.1
2.5
12.4
100.0
4.2
2.5
13.2
100.0
4.2
2.5
13.1
100.0
4.2
2.5
13.2
100.0
Table 13
Distribution of Sweet Biscuits, Snack Bars and Fruit Snacks by Format: %

Value 2011-2016
% retail value rsp
Store-Based Retailing
- Grocery Retailers
-- Modern Grocery
Retailers
--- Convenience Stores
--- Discounters
--- Forecourt Retailers
--- Hypermarkets
--- Supermarkets
-- Traditional Grocery
Retailers
--- Food/drink/tobacco
specialists
--- Independent Small
Grocers
--- Other Grocery
Retailers
- Non-Grocery Specialists
-- Health and Beauty
Specialist Retailers
-- Other Foods NonGrocery Specialists
- Mixed Retailers
Non-Store Retailing
- Vending
- Homeshopping
- Internet Retailing
- Direct Selling
Total
Source:
Table 14
2011
2012
2013
2014
2015
2016
98.4
94.5
38.6
98.4
94.8
39.1
98.4
94.7
39.6
98.4
94.6
39.9
98.3
94.6
40.3
98.2
94.5
40.2
6.6
14.1
2.0
9.2
6.5
55.9
6.8
14.5
2.1
9.2
6.5
55.7
7.0
14.8
2.1
9.2
6.4
55.1
7.3
14.9
2.1
9.3
6.4
54.7
7.5
15.0
2.1
9.3
6.4
54.3
7.5
15.0
2.1
9.2
6.3
54.3
14.9
14.6
14.3
14.2
14.1
14.1
38.0
37.9
37.5
37.3
37.1
37.1
2.9
3.2
3.2
3.2
3.1
3.0
3.5
0.5
3.2
0.6
3.3
0.7
2.6
0.7
2.5
0.7
2.5
0.8
3.0
2.6
2.6
1.9
1.8
1.8
0.4
1.6
1.6
0.0
100.0
0.4
1.6
1.6
0.0
100.0
0.4
1.6
1.6
0.0
100.0
1.2
1.6
1.6
0.0
100.0
1.2
1.7
1.6
0.1
100.0
1.2
1.8
1.7
0.1
100.0
Distribution of Sweet Biscuits by Format: % Value 2011-2016
11
Passport
% retail value rsp
- Grocery Retailers
-- Modern Grocery
Retailers
--- Discounters
--- Hypermarkets
--- Supermarkets
Retailers
specialists
Grocers
--- Other Grocery
Retailers
- Mixed Retailers
Non-Store Retailing
- Vending
- Homeshopping
- Direct Selling
Total
Source:
2011
2012
2013
2014
2015
2016
98.2
94.8
37.8
98.2
95.2
38.4
98.2
95.2
39.0
98.2
95.2
39.2
98.1
95.2
39.7
98.0
95.1
39.6
6.1
14.6
1.4
9.4
6.3
56.9
6.3
15.0
1.4
9.4
6.3
56.8
6.5
15.4
1.4
9.4
6.3
56.2
6.7
15.4
1.4
9.4
6.3
55.9
6.9
15.7
1.4
9.4
6.3
55.5
6.9
15.7
1.4
9.4
6.2
55.4
17.1
16.7
16.5
16.4
16.4
16.3
38.7
38.6
38.2
38.0
37.8
37.8
1.2
1.5
1.5
1.5
1.3
1.3
3.3
0.0
2.9
0.0
2.9
0.0
2.1
0.0
2.0
0.0
2.0
0.1
3.3
2.9
2.9
2.1
2.0
2.0
0.1
1.8
1.8
0.0
100.0
0.1
1.8
1.8
0.0
100.0
0.1
1.8
1.8
0.0
100.0
0.9
1.8
1.8
0.0
100.0
0.9
1.9
1.9
0.1
100.0
0.9
2.0
2.0
0.1
100.0
Table 15
Distribution of Snack Bars by Format: % Value 2011-2016
% retail value rsp
- Grocery Retailers
-- Modern Grocery
Retailers
--- Discounters
--- Hypermarkets
--- Supermarkets
Retailers
specialists
Grocers
--- Other Grocery
Retailers
2011
2012
2013
2014
2015
2016
100.0
92.4
44.2
100.0
92.3
44.3
100.0
91.6
44.0
99.9
91.2
44.5
99.9
91.1
44.8
99.9
91.0
44.3
10.3
11.2
6.9
7.9
7.9
48.2
10.4
11.3
6.9
7.9
7.8
48.0
10.4
11.3
6.9
7.9
7.3
47.6
10.8
11.5
6.9
8.0
7.3
46.6
10.9
11.5
7.0
8.1
7.3
46.4
10.6
11.5
7.1
8.0
7.1
46.7
32.5
32.5
32.4
31.9
31.9
32.3
15.7
15.5
15.2
14.8
14.5
14.4
4.7
4.7
5.4
5.6
5.6
5.7
12

- Mixed Retailers
Non-Store Retailing
- Vending
- Homeshopping
- Direct Selling
Total
Source:
Passport
4.7
4.7
5.4
5.6
5.6
5.7
2.9
0.0
0.0
100.0
3.0
0.0
0.0
100.0
3.0
0.0
0.0
100.0
3.2
0.1
0.1
100.0
3.2
0.1
0.1
100.0
3.2
0.1
0.1
100.0
Table 16
Distribution of Fruit Snacks by Format: % Value 2011-2016
% retail value rsp
- Grocery Retailers
-- Modern Grocery
Retailers
--- Discounters
--- Hypermarkets
--- Supermarkets
Retailers
specialists
Grocers
--- Other Grocery
Retailers
- Mixed Retailers
Non-Store Retailing
- Vending
- Homeshopping
- Direct Selling
Total
Source:
2011
2012
2013
2014
2015
2016
98.0
91.0
37.3
97.9
90.9
37.7
97.9
90.9
38.0
97.9
90.7
38.3
97.9
90.8
38.6
97.9
90.7
38.8
12.6
6.2
2.5
10.2
5.9
53.6
12.8
6.3
2.5
10.2
5.9
53.2
13.0
6.3
2.6
10.3
5.9
52.9
13.2
6.4
2.6
10.3
5.8
52.5
13.4
6.4
2.7
10.3
5.8
52.2
13.4
6.5
2.7
10.3
5.8
51.8
44.1
43.8
43.6
43.3
43.0
42.7
9.5
9.4
9.3
9.2
9.1
9.1
7.0
-
7.0
-
7.1
-
7.2
-
7.1
-
7.2
-
7.0
7.0
7.1
7.2
7.1
7.2
2.0
2.0
100.0
2.0
2.0
100.0
2.1
2.1
100.0
2.1
2.1
100.0
2.1
2.1
100.0
2.1
2.1
100.0
Table 17
Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category:
Volume 2016-2021
'000 tonnes
2016
2017
2018
2019
2020
2021
13
Fruit Snacks
- Dried Fruit
Snack Bars
- Cereal Bars
- Energy Bars
- Other Snack Bars
Sweet Biscuits
- Chocolate Coated
Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
Source:
Passport
2.5
2.5
37.1
37.1
524.4
45.6
2.6
2.6
38.6
38.6
532.3
46.5
2.7
2.7
40.2
40.2
541.6
47.8
2.8
2.8
42.0
42.0
552.1
49.3
2.8
2.8
43.9
43.9
563.7
50.9
2.9
2.9
44.9
44.9
576.1
52.7
115.0
77.0
284.1
2.7
564.0
116.6
78.9
287.7
2.7
573.6
118.5
80.9
291.8
2.7
584.5
120.6
82.9
296.7
2.7
596.9
122.9
84.9
302.2
2.7
610.4
125.4
87.0
308.4
2.8
623.9
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 18
Value 2016-2021
MXN million
Fruit Snacks
- Dried Fruit
Snack Bars
- Cereal Bars
- Energy Bars
- Other Snack Bars
Sweet Biscuits
- Chocolate Coated
Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
Source:
2016
2017
2018
2019
2020
2021
490.1
490.1
5,836.9
5,836.9
39,665.1
5,338.9
508.2
508.2
6,159.4
6,159.4
40,806.9
5,417.2
526.4
526.4
6,443.5
6,443.5
41,637.0
5,577.3
544.7
544.7
6,758.3
6,758.3
42,575.2
5,763.4
563.1
563.1
7,093.5
7,093.5
43,593.1
5,964.5
583.1
583.1
7,409.4
7,409.4
44,645.1
6,183.8
10,749.9
6,123.1
17,169.6
283.6
45,992.1
11,079.3
6,477.2
17,544.1
289.1
47,474.5
11,289.3
6,664.5
17,815.2
290.6
48,606.9
11,520.7
6,847.7
18,150.3
293.1
49,878.2
11,776.0
7,034.2
18,522.3
296.1
51,249.7
12,027.1
7,214.3
18,921.1
298.9
52,637.6
trade sources
Table 19
% Volume Growth 2016-2021
% volume growth
Fruit Snacks
- Dried Fruit
Snack Bars
- Cereal Bars
2016/17
2016-21 CAGR
2016/21 Total
3.1
3.1
4.2
4.2
3.1
3.1
3.9
3.9
16.4
16.4
21.2
21.2
14
- Energy Bars
- Other Snack Bars
Sweet Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
Snacks
Source:
Table 20
Passport
1.5
2.0
1.4
2.4
1.2
0.1
1.7
1.9
2.9
1.7
2.5
1.7
0.4
2.0
9.9
15.5
9.0
12.9
8.5
2.2
10.6
trade sources
% Value Growth 2016-2021
% constant value growth
Fruit Snacks
- Dried Fruit
Snack Bars
- Cereal Bars
- Energy Bars
- Other Snack Bars
Sweet Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
Snacks
Source:
2016/2017
2016-21 CAGR
2016/21 TOTAL
3.7
3.7
5.5
5.5
2.9
1.5
3.1
5.8
2.2
1.9
3.2
3.5
3.5
4.9
4.9
2.4
3.0
2.3
3.3
2.0
1.1
2.7
19.0
19.0
26.9
26.9
12.6
15.8
11.9
17.8
10.2
5.4
14.4
trade sources
15

Sweet Biscuits Snack Bars and Fruit Snacks in Mexico

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SWEET BISCUITS, SNACK BARS

AND FRUIT SNACKS IN MEXICO

SWEET BISCUITS, SNACK BARS AND FRUIT SNACKS IN MEXICO

LIST OF CONTENTS AND TABLES

Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category:

SWEET BISCUITS, SNACK BARS AND FRUIT SNACKS IN MEXICO

SWEET BISCUITS, SNACK BARS AND

SWEET BISCUITS, SNACK BARS AND FRUIT SNACKS IN MEXICO

SWEET BISCUITS, SNACK BARS AND FRUIT SNACKS IN MEXICO

SWEET BISCUITS, SNACK BARS AND FRUIT SNACKS IN MEXICO

Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: %

SWEET BISCUITS, SNACK BARS AND FRUIT SNACKS IN MEXICO

% current value growth

% retail value rsp

SWEET BISCUITS, SNACK BARS AND FRUIT SNACKS IN MEXICO

% retail value rsp

Grupo Bimbo SAB de CV

SWEET BISCUITS, SNACK BARS AND FRUIT SNACKS IN MEXICO

Kraft Foods de Mxico S

NBO Company Shares of Sweet Biscuits: % Value 2012-2016

% retail value rsp

SWEET BISCUITS, SNACK BARS AND FRUIT SNACKS IN MEXICO

LBN Brand Shares of Sweet Biscuits: % Value 2013-2016

% retail value rsp

Grupo Bimbo SAB de CV

Kraft Foods de Mxico S

SWEET BISCUITS, SNACK BARS AND FRUIT SNACKS IN MEXICO

Gamesa (PepsiCo Inc)

Gamesa SA de CV, Grupo

NBO Company Shares of Snack Bars: % Value 2012-2016

% retail value rsp

LBN Brand Shares of Snack Bars: % Value 2013-2016

% retail value rsp

Grupo Bimbo SAB de CV

SWEET BISCUITS, SNACK BARS AND FRUIT SNACKS IN MEXICO

Quaker (PepsiCo Inc)

Kellogg's All Bran

NBO Company Shares of Fruit Snacks: % Value 2012-2016

% retail value rsp

LBN Brand Shares of Fruit Snacks: % Value 2013-2016

% retail value rsp

SWEET BISCUITS, SNACK BARS AND FRUIT SNACKS IN MEXICO

Distribution of Sweet Biscuits, Snack Bars and Fruit Snacks by Format: %

% retail value rsp

Distribution of Sweet Biscuits by Format: % Value 2011-2016

SWEET BISCUITS, SNACK BARS AND FRUIT SNACKS IN MEXICO

% retail value rsp

Distribution of Snack Bars by Format: % Value 2011-2016

% retail value rsp

SWEET BISCUITS, SNACK BARS AND FRUIT SNACKS IN MEXICO

-- Health and Beauty

Distribution of Fruit Snacks by Format: % Value 2011-2016

% retail value rsp

SWEET BISCUITS, SNACK BARS AND FRUIT SNACKS IN MEXICO

SWEET BISCUITS, SNACK BARS AND FRUIT SNACKS IN MEXICO

% constant value growth

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