Sector Trend Analysis – Meat trends in Mexico

Trade overview

In 2023, Mexico's top supplier of meat products is the U.S. with an import value of Can$5.9 billion (75.7% market share). Canada follows with $709 million (9.2%) and Brazil with $703 million (9.1%). Top imported meat products to Mexico were ham, beef, and poutltry offal.

Canada's performance

In 2023, Canada's largest meat export to Mexico was beef worth $708 million, which has grown by 14.7% annually over 2019 to 2023. Many other top meat exports to Mexico have grown by double digits with edible beef offal growing the fastest (44.4% annually), followed by frozen beer (34.2), and pork (19.4%).

Market size

Consumption of fresh meat in Mexico reached 7,214kg in 2023, growing by 2.9% annually over 2019 to 2023 and is projected to reach 8,132 kg by 2028. Poultry was the most consumed fresh meat in Mexico, growing 3.0% annually from 2019 follwed by pork, growing by 4.5% annually since 2019.

Retail meat sales saw steady growth over 2019 to 2023 despite producers raising prices due to inflationary pressures as grain and fuel prices rose sharply as a result of Russia's invasion of Ukraine. Consumers are therefore prioritising more affordable meats such as poultry and pork over more expensive red meats such as beef and veal. Furthermore, some consumers also shifted towards other more affordable sources of protein such as eggs, beans, and tortillas, which served to limit the growth of meat overall. Additionally, some consumers simply reduced the amount of meat dishes they prepared to save money.

Poultry is the largest meat category being a staple in the local diet. Poultry is also the most affordable type of fresh meat in Mexico meaning it is eaten on a more regular basis by most households. Despite poultry prices continuing to rise, it remains more affordable than other types of meat.

Processed meat

Processed meat retail sales totalled US$5.69 billion in 2023, growing 10.6% annually over 2019 to 2023. Chilled processed red meat is most popular with sales of US$2.28 billion, followed by shelf stable seafood at US$1.67 billion (31.9%), processed frozen poultry at US$17.1 million (8.2%), processed frozen red meat at US$10.3 million (4.9%), and processed shelf stable poultry at US$5.2 million (2.5%).

All processed meat categories saw healthy gains over 2019 to 2023 with growth expected to slow over 2024 to 2028. Chilled processed red meat grew fastest by 12.8% annually, followed by.chilled processed poultry (12.4%), and frozen processed poultry (10.4) and red meat (10.8%). Other processed categories saw single digit sales growth over 2019 to 2023. Compared to shelf stable seafood and chilled/frozen processed meats, which dominates demand for processed meats in Mexico, shelf stable meat suffers from low demand due to its higher price and its comparative unhealthiness.

According to Euromonitor, many consumers have had the opportunity to taste meat and seafood substitutes through foodservice, which is expected to facilitate stronger retail sales in the coming years. The NotCo Company is collaborating with local partners in the production of frozen meat and seafood substitutes, to offer Not Chicken and Not Burger, which are now available in retailers such as Wal-Mart, HEB and Soriana, as well as online marketplaces such as Amazon and Mercado Libre.

Competitive landscape

In 2023, leading processed meat brands in Mexico include Dolores, Fud, Tuny, and San Rafael. According to Euromonitor, Sigma Alimentos SA de CV retains its lead of processed meat, seafood and alternatives to meat, where it holds a 25% retail value share. The player enjoys a solid position due to a wide product portfolio, which includes chilled processed red meat, chilled processed poultry, and frozen processed poultry. Its brands include Fud, San Rafael, Tangamanga and Chimex. Sigma Alimentos has a strong distribution network with national coverage. Ranked second is Pescados Industrializados SA de CV, which mostly focuses on shelf stable seafood, with brands such as Dolores and Mazatún.

Retail channels

Mexican consumers are accustomed to doing quick, daily shopping in small, local grocery and convenience stores, which, together make up the largest distribution channel for processed meat, seafood and alternatives to meat products. These small retailers are most common in low-income neighbourhoods and offer products in small, affordable package sizes. Over 2019 to 2023, most brick and mortar retail sales grew by at least 10.0% annually. Ecommerce showed the highest growth over 2019 to 2023 at 31.6% annually over the same period.

New product launches

According to Mintel's Global New Products Database (GNPD), 2,490 new meat and meat products were launched in Mexico over 2019 to 2023. The predominant sub-categories of these product launches were meat products, followed by fish and poultry products.

Companies with the highest number of new product launches were Wlarmart, followed by Qualtia Alimentos Operaciones and Sigma Alimentos. Top flavours were smoke, marinade, and BBQ.

Examples of new products

Roasted Milanese Made from Plants

Company	NotCo
Manufacturer	NotCo
Brand	NotCo NotChicken
Category	Processed fish, meat and eqg products
Sub-category	Meat substitutes
Location of manufacture	Mexico
Import status	Not imported
Store name	La Comer
Store type	Supermarket
Date published	October 2023
Launch type	New variety / range extension
Price in US dollars	7.70

 

NotCo NotChicken Milanesa Asada Hecha a Base de Plantas (Roasted Milanese Made from Plants) retails in a 385 gram pack containing five 77 gram units. - Plant based - High in sodium according to the Secretariat of Health of Mexico - Rich and juicy - Contains 15.6 grams of protein.

Tuna-Free Pea Protein Based Food

Company	Plant Squad
Manufacturer	Plant Squad
Brand	Plant Squad
Category	Processed fish, meat and egg products
Sub-category	Meat substitutes
Location of manufacture	Mexico
Import status	Not imported
Store name	Chedraui Selecto
Store type	Supermarket
Date published	April 2023
Launch type	New variety / range extension
Price in US dollars	3.16

 

Plant Squad Alimento Hecho a Base de Proteína de Chícharo Sin Atún (Tuna-Free Pea Protein Based Food) retails in a 75 gram pack. - Plant based protein - 100% plant based - 9.2 grams of protein per pack - Free from titanium dioxide - No health warnings according to the Secretariat of Health of Mexico - Logos and certifications: Checked and Approved Vegan V-Label, QR code, Facebook, TikTok, Instagram.

Vegetable-Based Nuggets

Company	The Not Company
Manufacturer	PacificBlu
Brand	NotCo NotChickenNuggets
Category	Processed fish, meat and egg products
Sub-category	Meat substitutes
Location of manufacture	Chile
Import status	Imported product
Store name	La Comer
Store type	Supermarket
Date published	February 2023
Launch type	New variety / range extension
Price in US dollars	7.92

 

NotCo NotChickenNuggets Nuggets Hechos a Base de Vegetales (Vegetable-Based Nuggets) retails in a 300 gram pack. - Plant-based - High in sodium, according to the Secretariat of Health for Mexico - Excellent source of protein - Crunchy on the outside - Battered and pre-fried - Can be deep-fried, pan-fried or oven-baked.

Plant-Based Buffalo-Style Cauliflower Wings

Company	Sol Cuisine
Manufacturer	Sol Cuisine
Importer	Importadora Primex
Brand	Sol Cuisine
Category	Processed fish, meat and egg products
Sub-category	Meat substitutes
Location of manufacture	Canada
Import status	Imported product
Store name	Costco
Date published	January 2022
Product source	Physical product
Launch type	New variety / range extension
Price in US dollars	9.52

 

Sol Cuisine Coliflor Empanizada en Forma de Alitas Estilo Búfalo (Plant-Based Buffalo-Style Cauliflower Wings) is new to the range. This vegetable-origin vegan and soy-free product is said to be spicy full of flavor. It comprises cauliflower coated in a crispy breading and tossed in a homemade buffalo spice blend to get a spicy and crunchy plant-based wing. It is, according to the Secretariat of Health for Mexico, high in sodium; contains no GMOs and retails in a 907 gram pack featuring cooking instructions and the Non GMO Project Verified, Facebook, Instagram, Twitter and Pinterest logos.

For more information

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Sector Trend Analysis – Meat trends in Mexico
Global Analysis Report

Prepared by: Kris Clipsham, Market Analyst

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