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Evolution in the Mexican Market, 2007 update

Evolution in the Mexican Market, 2007 update. A consumer in transformation Study made by Nielsen for Public Access Posted in the Internet. March, 2007. Index. Changeable forces Mexicans, consumers in maturation process. The potencial of low resources consumer.

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Evolution in the Mexican Market, 2007 update

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  1. Evolution in the Mexican Market, 2007 update A consumer in transformation Study made by Nielsen for Public Access Posted in the Internet. March, 2007

  2. Index • Changeable forces • Mexicans, consumers in maturation process. • The potencial of low resources consumer. • The sales point in face of consumers evolution.

  3. Changeable Forces

  4. Ratings of the economic growth, show stability

  5. Laboral field and inmigrant revenues show deceleration.

  6. Inflationary pressure slows down the credits designated to consumption

  7. In demographic terms, Mexican population will age because of the low birth rate

  8. The medium class gains terrein over the lower class.

  9. Masive product markets demonstrate a growth in line with GDP

  10. The pressure on price is mainly maintained by Beauty, Hygiene and Food products.

  11. 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.

  12. It is fundamental to maintain new growing strategies.

  13. Mexicans, consumers in maturation process

  14. Piramid transformation of a mature population.

  15. The 40%of consumption will be concentrated in housewives older than 55 years.

  16. The change will have diferent impacts in Country

  17. The categories for older housewives have an advantage position • Consumption rates of housewives older than 55 years

  18. Lower development categories should evaluate their future position

  19. Fabricants will face different challenges according to the first consumer and the categories.

  20. Some actual shopping habits are consecuence of aging

  21. Different factors that can influence

  22. Different lifestyles can be appreciated in older than 55 years housewives

  23. 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.

  24. The potential of the low resources consumer

  25. The medium class gains terrein over the lower class.

  26. If we divide the lower class in two parts we can observe important characteristics

  27. Long Lasting Products demonstrate a big evolution in market penetration.

  28. Households are concentrated in Mexican Valley and South zone of the Country

  29. Categories that have not found place yet in this profile

  30. The penetration over these categories is covered compared to medium level

  31. Categories with 50% lower price paid by the medium level

  32. According to the shopping place LIC homes are similar to medium homes

  33. There is a different shopping value

  34. Shopping places foment frequent buys with low amounts

  35. 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.

  36. Sales point in front of consumers evolution

  37. The modern channel shows an evolution over the traditionals

  38. The development of self services stores is given in small comunities

  39. Nowadays Store Chains demonstrate some differences by format

  40. Lower prices are an alternative but difference can lose relevancy

  41. Regular products are common in all chains and formats

  42. We must identify the value generators during the buying act.

  43. Specialized categories with high fidelity but low penetration in market

  44. Categories of high penetration

  45. Some categories are not usually accompained in supermarket cars as others

  46. 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?

  47. The average of shopping of the housewives of 35 years is similar.

  48. There are potential categories in each age group

  49. Nowadays not all profiles buy the same categories in supermarkets

  50. The ticket amount is correlated to the number of categories in the car

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