Mexico, continued from page 18 MEXICAN AEROSOL MARKET TOTAL PRODUCTION The changing Mexican marketplace Mexican Industry reports indicate that Mexico has one of the biggest personal care (IN MILLIONS OF UNITS) product markets in Latin America, with an annualized marketplace growth of 6.6% from 2001 to 2006 and nearly 2% from 2007 to 2011. According to the Mexican Chamber of the Cosmetics Industry, sales of personal care products in Mexico accounted for $80 billion in 2011. Mexico’s economy is rated 14th globally, and reached a record $1.03 trillion in 2010. ACNielsen estimates that by 2030, Mexico will have nearly 6.5 million people with annual incomes over $60,000. Within the country, estimates are that demand for premium-type products may increase. The Mexican premium personal Héctor Rivera Lozano care product category alone is expected to increase aerosol use from 350 million units this year to 450 million in 2013, or nearly 30%, according to The Lindal Group’s Jorge cans are increasingly aware of personal care Brands said, “but now many consumers seek Rodriguez. product benefits and are receptive to mar- advanced products with enhanced value- In addition to personal care growth, keting from multinationals for fragrances, added. We expect dynamic growth in less Rodriguez projects strong aerosol growth in deodorants, shaving products and natural mature categories such as sun care and baby categories such as Insecticides, Household and organic ingredients. This rise in male care, as well as men’s wellness.” Products, Paints and Medical, citing metrics consumption is particularly important to… The key to success in the evolving published by IMAAC. Furthermore, he overall growth projections.” Among women, Mexican market, added Rodriguez, is projects Mexican packaging premiumiza- he said, antiperspirant sales are very strong. development of aerosol packaging solutions tion to accelerate 28% in the coming year, According to Robert Brands, President, that deliver value to customers as well as for both domestically consumed goods and the Americas Lindal Group, the increased consumers. those made for export. purchasing power of local market middle “The incremental increase in disposable “The market for aerosol products is class consumers is altering the market income is certainly a big factor,” he said, extremely competitive as companies jockey landscape. “but consumers in Mexico will continue for market share, which requires greater “In years past, economy brands were king,” to seek value for their money.” SPRAY product differentiation and packaging pre- miumization,” Rodriguez noted. A key reason for increased personal care product demand, he added, is the changing TOTAL PRODUCTION ACTIVITY state of the Mexican consumer marketplace, as well as an increase in exports. (IN MILLIONS OF UNITS) “Demand for…aerosol packaging solutions in Mexico demonstrates the new wave of acceptance for high quality personal care products that deliver value,” Rodriguez said. Industry reports show that the nature of consumerism in Mexico has changed dramatically. Nearly half of all Mexicans are under 30 years of age and, with a rise in purchasing power, these younger consumers are more informed and open to innovative, high-value products. Interestingly, Rodri- guez noted the development of alternative formats, such as half sizes, to encourage trial of new products in the Mexican market. “Another big trend in Mexico is the changing consumption pattern among male consumers,” Rodriquez said. “Male Mexi- 20 SPRAY February 2013
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