The untapped potential of Mexico’s chocolate industry

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In Mexico, chocolate consumption barely exceeds 750 grams per capita annually . By contrast, chocolate consumption in the United States is of five kilograms per capita and 10 kilograms in the European Union , all of which represents a development opportunity for Mexico’s chocolate market.

According to Mars Wrigley Confectionery , the country has become one of the most important markets in the world, and the low consumption of chocolate among Mexicans shows plenty of room for growth.

Data from the National Association of Chocolate Manufacturers (ASCHOCO) revealed that the chocolate market is valued at MXN$26 billion (USD$1.34 billion) in Mexico.

Chocolate is deeply rooted in Mexico’s culture and history, and it has become an essential product to offer on holidays and festivities such as Valentine’s Day .

In 2018, chocolate sales during Valentine’s Day showed an 11% growth compared with 2017 . This year, Valentine’s Day celebrations are expected to last the whole weekend, which will result in higher volumes of sales and more consumer opportunities.

Holidays such as Valentine’s Day, Mother’s Day, and Christmas offer great opportunities for producers to develop marketing strategies and surprise the consumer with innovations, the company claimed.

The Seasonals & Gifting Manager of Mars Wrigley Confectionery Mexico, Leticia Treviño , said: "Our purpose is to be present in the moments that make the world smile."

Mars Wrigley Confectionery has more than three thousand associates in Mexico , with plants in Toluca, State of Mexico, Montemorelos, and Santa Catarina, NL.

Some of its most emblematic and beloved brands in the country are Turin, M&M's, Snickers, Milky Way, Dove, Lucas, Skwinkles, Skittles, and Orbit .