Post on 23-Feb-2016
description
Evolution in the Mexican Market, 2007 update
A consumer in transformation
Study made by Nielsen for Public AccessPosted in the Internet.
March, 2007
Index
Changeable forces Mexicans, consumers in maturation
process. The potencial of low resources
consumer. The sales point in face of consumers
evolution.
Changeable Forces
Ratings of the economic growth, show stability
Laboral field and inmigrant revenues show deceleration.
Inflationary pressure slows down the credits designated to consumption
In demographic terms, Mexican population will age because of the low birth rate
The medium class gains terrein over the lower class.
Masive product markets demonstrate a growth in line with GDP
The pressure on price is mainly maintained by Beauty, Hygiene and Food products.
Growing, our first challenge
Mexico shows an economic stability with difficulties to grow.
Growing forces that maintain a stability are descending.
It is important to identify the path we have to take to make the markets grow.
Two big changes will be observed:- The low birth rates - Medium level development of
population of low level.
It is fundamental to maintain new growing strategies.
Mexicans, consumers in maturation process
Piramid transformation of a mature population.
The 40%of consumption will be concentrated in housewives older than 55 years.
The change will have diferent impacts in Country
The categories for older housewives have an advantage position
Consumption rates of housewives older than 55 years
Lower development categories should evaluate their future position
Fabricants will face different challenges according to the first consumer and the categories.
Some actual shopping habits are consecuence of aging
Different factors that can influence
Different lifestyles can be appreciated in older than 55 years housewives
Be prepared to observe a more mature consumer
The group of housewives older than 55 years will grow 100% in 2025.
This group will represent 38% of consumption
It is very important to understand that:-The loyalty level is different to the one
nowadays.-The attitude towards publicity will be
different to what we know actually -The strategies segmanetation is vital to
maintain consumption.
The potential of the low resources consumer
The medium class gains terrein over the lower class.
If we divide the lower class in two parts we can observe important characteristics
Long Lasting Products demonstrate a big evolution in market penetration.
Households are concentrated in Mexican Valley and South zone of the Country
Categories that have not found place yet in this profile
The penetration over these categories is covered compared to medium level
Categories with 50% lower price paid by the medium level
According to the shopping place LIC homes are similar to medium homes
There is a different shopping value
Shopping places foment frequent buys with low amounts
LIC a consumer with high potential
Increasing life level of low and margin population.
The consumption is the same as the medium level population only 4% lower
There is two basic choices to embrace this oportunity:
- Products that have important sells in this level.
- Launch of new products and brands.
Sales point in front of consumers evolution
The modern channel shows an evolution over the traditionals
The development of self services stores is given in small comunities
Nowadays Store Chains demonstrate some differences by format
Lower prices are an alternative but difference can lose relevancy
Regular products are common in all chains and formats
We must identify the value generators during the buying act.
Specialized categories with high fidelity but low penetration in market
Categories of high penetration
Some categories are not usually accompained in supermarket cars as others
Challenge to fabricant
High penetration categories ¿How to use them in order tp atract
consumers? ¿How to use them in order to make
the average ticket grow? ¿How to use them to attend the
requirements of specific profiles?
The average of shopping of the housewives of 35 years is similar.
There are potential categories in each age group
Nowadays not all profiles buy the same categories in supermarkets
The ticket amount is correlated to the number of categories in the car
The profile knowledge is important to identify the categories that have low sales
The traditional channel plays an important part of some categories
Future of Trade
The most important fact is to identify the requirements of consumers and the store that can satisfy this requirements.
To specialize one brand by opening new product lines.
Recomendations
The attention should be in older than 55 years consumers
Keep fidelity with nowadays consumers to keep them as future consumers
Stablish strategies by categories Creation of products according to new
requirements of consumers Diferent types of products to avoid the
price factor.
Thanks!!