Market Dynamics
Gluten-free products have been gaining traction over the last decade in Mexico, as an increased number of people have been turning to gluten-free diets for a variety of reasons. This trend is rooted in the diagnosis of celiac disease (or gluten intolerance) and in a desire for better control over one’s dietary choices. In Mexico, there has been a transformation in the gluten-free market with the entrance of international brands, the appearance of specialized supermarkets, as well as the growth of gluten-free restaurants and other offerings like birthday cakes or pizzas in many restaurants. As the demand for gluten-free products increased, several big food and beverage companies have started to offer a variety of products without gluten, including many regional Mexican items. Despite the fact that many Mexican consumers do not require a gluten-free diet, companies like Nestlé, Bimbo, Grupo LALA, and Grupo Bimbo have embraced the opportunity to grow and benefitted from the rising awareness and health consciousness. These companies are increasingly including healthier products in their product lines. Due to the success of these companies, we can presume the Mexican market for gluten-free products will continue to grow in the foreseeable future.
In addition to the growth in demand, the Government of Mexico has also extended significant support to the sector through awareness campaigns, subsidies, and tax incentives. This shows that the country is committed to making gluten-free products available and affordable. In the last few years, the Mexican population has been presented with more options for gluten-free products and Mexican gluten-free brands have also emerged. This results in an increasing level of competition, leading to more competitive pricing in both physical stores and online platforms. The outlook for Mexico's gluten-free products market for the next 14 years looks positive, thanks to the rising awareness, the growing demand, and the support from the Government. With the entrance of more international and regional players, the market will continue to see more product options, higher consumer confidence, and ultimately a greater market penetration.
