In 2024, couples with children were the most common household type in Mexico, reflecting traditional family values, but the trend is shifting towards smaller and more varied household structures. The birth rate is declining, due to urbanisation, and improved education and healthcare, leading to a projected decrease in the share of households with children by 2029. Single person households are expected to grow rapidly, driven by delayed marriage and childbirth, and rising personal autonomy.

Mexico’s consumer health industry is facing a challenging year in 2025. Although retail value growth continues, the pace of expansion has slowed compared to that recorded during the review period. This deceleration is influenced by a combination of economic, regulatory and trade uncertainties.

Analgesics continues to show steady performance in Mexico in 2025 as value sales continue to rise. Following solid momentum over the past few years, the category has maintained a positive trajectory, particularly in key segments such as muscular pain and headache relief. These areas remain central to consumer demand and have contributed to the sustained growth of analgesics in 2025.

Value sales of digestive remedies are increasing in Mexico in 2025, though showing a substantial slowdown compared to 2023 and 2024, reflecting consumer caution in the face of ongoing economic uncertainty. As households continue to manage tighter budgets, many are actively seeking ways to reduce discretionary spending, including limiting purchases of OTC digestive remedies.

In 2025, the eye care category in Mexico continues to show healthy retail value growth, although at a more moderate pace compared to previous years. This slower expansion reflects increased consumer caution amid ongoing economic uncertainty, which has made Mexican shoppers more selective in their purchases. Despite this, rising awareness of eye health and environmental factors continues to support demand for eye care products.

Wound care in Mexico is maintaining steady retail current value growth in 2025, supported by ongoing consumption habits and stable demand. The category benefits from greater awareness of personal care and wellbeing, as consumers continue to seek products such as dressings, bandages and wound irrigation devices for both prevention and treatment. Many still opt for high-quality, proven products for more serious wounds, while for general use items - such as sticking plasters, gauze and tape - price

Value sales of sports nutrition are increasing in Mexico in 2025. Though the category has experienced a slowdown in line with the broader consumer health industry, it continues to maintain healthy momentum. Over the past decade, sports nutrition has undergone significant massification. Ten years ago, protein consumption was far more limited and specialised, but today it has become widely accessible, with growing availability in mainstream channels such as supermarkets and pharmacies.

The cough, cold and allergy (hay fever) remedies category in Mexico is recording double-digit value sales growth in 2025, largely driven by an unusual outbreak of whooping cough that has affected multiple states across the country. According to official reports, by the end of May, more than 1,300 cases had been registered in 30 federal entities, marking a significant increase compared to previous years. This surge in incidence has led to heightened demand for symptomatic treatments - particularl

In Mexico, the herbal/traditional products category continues to show steady value sales growth in 2025, consistent with its historical performance. The country’s strong cultural tradition of using medicinal plants lends credibility to these products, supporting ongoing consumer demand. Solid formats, such as capsules and tablets, maintain robust sales, with any minor declines typically linked to internal catalogue adjustments rather than a reduction in demand.

Value sales of NRT smoking cessation aids are increasing in Mexico in 2025, with growth surpassing levels seen in recent years driven by an increasing number of users entering the category for health reasons. According to the 2023 Global Adult Tobacco Survey (GATS), the percentage of adult smokers in Mexico who received professional advice to quit smoking rose significantly from 17.3% in 2009 to 42.3% in 2023. This increase reflects greater awareness of the health risks associated with smoking a

In 2025, dermatologicals in Mexico continues to show strong and stable retail current value growth, in line with previous years. While the category does not typically experience major growth drivers, its performance remains steady due to persistent demand for products related to skin care and relief from common conditions. Personal hygiene remains an established priority among Mexican consumers - a habit that was reinforced during the COVID-19 pandemic and has endured in the post-pandemic contex

Value sales of sleep aids are rising robustly in Mexico in 2025, though growth is showing signs of deceleration. This is in line with subdued consumer spending caused by the country’s challenging economic conditions and a high comparison base after several years of double-digit growth following the COVID-19 pandemic, when sleep-related issues became widespread. While awareness of the importance of quality sleep for overall health and wellbeing remains high, demand growth has softened compared to

Value sales of weight management and wellbeing are rising in 2025. Though the category is experiencing a slight slowdown it maintains its dynamism, consistent with trends observed in previous years. Retail current value growth remains solid overall, though certain segments, such as slimming teas, are seeing only small value gains alongside significant volume declines. Such decline reflects shifting consumer preferences, with many Mexicans growing sceptical about the efficacy and safety of slimmi

In Mexico in 2025, the dietary supplements category continues to show steady value growth in line with previous years, even as the broader consumer health industry is seeing some slowdown due to cautious spending. This resilience underscores that, for many consumers, supplements remain a health priority - even in periods of economic uncertainty. The sustained demand is driven by several factors, including increasing interest in natural and plant-based formulations, the rise of functional ingredi

Value sales of paediatric consumer health are rising in 2025, though seeing slight slowdown in growth compared to 2024, reflecting broader market trends. Despite this deceleration, the category is benefiting from an expanded product offering. Parents are increasingly focused on preventing illness and supporting their children’s health from an early age, driving demand for supplements tailored to different developmental stages and specific health needs. Brands like Centrum, which offer age-specif

Value sales of vitamins are increasing in 2025, though seeing a slight slowdown compared to previous years. This deceleration is largely due to cost pressures, as supplements and vitamins are among the more expensive consumer products. As consumers seek to continue their supplementation routines, many are shifting toward competing brands that offer more affordable and competitive pricing.

This report examines new product development (NPD) activity within the food and beverage categories in Mexico’s e-commerce in 2024. Using data from Euromonitor’s Innovation platform, it highlights new brand and sub-brand launches, trending attributes and claims, and product inactivity rates – offering insights into what captures or misses consumer interest.

In Mexico, total confectionery packaging retail volumes reached 14 billion units in 2024, representing 2% growth, maintaining the trend seen the previous year. This was driven by rising consumer demand and expanding opportunities, with increasing disposable incomes among the population, growing demand for celebratory confectionery products, and the expansion of modern retail and e-commerce channels. Furthermore, prominent confectionery companies in Mexico, including Mondelez International, Mars,

In 2024, total baby food packaging retail volumes in Mexico experienced 3% growth, reaching 470 million units, despite facing demographic challenges such as a declining national birth rate. This trend appears counterintuitive, but was driven by changes in parental behaviour, increasing urbanisation, and rising demand for safe, hygienic, and convenient baby food solutions tailored to busy families. As awareness about infant nutrition grows, and modern retail and e-commerce channels expand, access

In Mexico, total dairy packaging retail volumes reached 12 billion units in 2024, representing a 2% increase, driven by growing consumer demand for convenient and sustainable packaging, advancements in packaging technology, and the rising popularity of e-commerce. According to data from the Mexican government and the US Department of Agriculture Foreign Agricultural Service, moderating inflation and a slight increase in dairy production in 2024 resulted in higher demand for packaging. Major play

In Mexico, total processed fruit and vegetables packaging retail volumes rebounded in 2024, increasing by 1% to 1.2 billion units, following a decline in 2023. This resurgence in volume growth can be attributed to shifting consumer behaviours, particularly among urban households with time constraints, which increasingly preferred convenient, ready-to-use food options. As daily routines become more fast-paced, demand is rising for products that offer a longer shelf life, minimal preparation, and

In Mexico, total processed meat and seafood packaging retail volumes rose by 3% in 2024, reaching 3.4 billion units. This growth was a continuation of its upward trend, driven by evolving consumer lifestyles and dietary preferences. The increasing demand for high-protein, ready-to-cook, and ready-to-eat options has fuelled the need for packaging that ensures freshness, hygiene, and extended shelf life. Urban consumers, particularly those in the middle- and high-income brackets, are increasingly

In Mexico, total sweet spreads packaging retail volumes reached 198 million units in 2024, marking 2% growth. This increase was driven by evolving consumer behaviour and broader dietary trends. Sweet spreads are increasingly used as complementary items for breakfast, snacks, or quick desserts, becoming a staple in modern food consumption. Consequently, packaging needs have surged to accommodate a wider range of product formats, including single-serve and resealable options that cater to convenie

In 2024, total plant-based dairy packaging retail volumes in Mexico rose by 5% to reach 282 million units. This growth was driven by the rapid expansion of plant-based dairy innovations and shifting consumer preferences. As the Mexican population became more health-conscious, their preference shifted towards environmentally-friendly plant-based options. The growing vegan culture in the country also contributed to the increased share of plant-based dairy products. Meanwhile, similar to the dairy