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The importance of the Mexican consumer has been evaluated by studies such as Kantar or YouGov.
Compared to last year, one of the brands that came out of the top 10 among the most recommended is WhatsApp.
Specialized studies consider that the Mexican consumer is one of the bright spots of the country’s economy.
The Mexican consumer It is one of the most complicated to win for the vast majority of brands. Some of the biggest brands in the world have dominated the international market in different industries. However, in order to become the favorites of Mexican consumers, you have to go through a familiarity process.
Reviewing a bit, the consumer is considered as “the bright spot” of the country’s economyaccording to an extensive report provided by the Reuters agency. Said report points to the fact that Mexican spending increased as Mexicans living abroad sent a record 12.5 billion in remittances home during the first quarter. Likewise, tourism recovered and pandemic restrictions and infections eased, while the labor market remained strong.
In fact, Fitch Ratings pointed out in one of its reports that consumption is one of the greatest strengths of the Mexican economy.
“Consumption has reached pre-pandemic levelsbenefiting from the relaxation of mobility restrictions, the improvement of the labor market and relatively strong remittances”, he commented in a study.
For all this and more, it would be quite naive to deny that the consumer is one of the key points for economic stability in Mexico. Although there are difficulties, such as the inflation and the slowdown in growth, consumption stands out as the main lifeline.
This is how brands win over the Mexican consumer
Sometimes, brands manage to enter through their communicative work: advertising, marketing, products, the written message, however in many other cases, a consumer’s recommendation influences more than we think.
According to the ranking made by YouGov, there are some brands that have earned recognition and credibility based on word of mouth. These hold the first places due to a large number of qualities, among which not only the quality of the product stands out, but also the way in which it repays the consumer from all its contact channels.
The chosen brands were the following: Michelin, Netflix, Airbnb, Nike, Samsung, Volkswagen, Volkswagen Jetta, Baileys, Flanax and Adidas. In addition to this, some of the brands that improved their recommendation scores with Mexican consumers are Tecate and Burger King. These two brands are the two that increased their rating the most, while Comercial Mexicana is in a not insignificant third place.
This is not the only study that has been shared on the reception of brands. The Kantar Brand Footprint It is a study that is carried out for more than 50 countries, including Mexico. It measures the acceptance around the consumption of brands.
The results placed Coke for the tenth consecutive year as the best valued brand in the study, being bought 1.227 million times nationally for the year, up 3 percent from the previous year. On the other hand, the second place corresponded to the Mexican multinational, Grupo Bimbo, which has held the position for four years, managing to consolidate itself as one of the brands with the greatest presence in most homes with the 98.9 percent. The third, fourth and fifth place belong to LALA, Alpura and Nutri.
It seems simple to decipher, but it is not. Consumers are the key piece for a product to stand out from the rest.
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