Mexico flag Mexico: Buying and Selling

Advertising and marketing in Mexico

Marketing opportunities

Consumer Profile
The population of Mexico is relatively young even though it is ageing. The median age is 29.8 years in 2022, whereas it was 26.2 in 2010. The population is growing at a rate of 1% (Data Reportal). According to the latest World Bank figures, 25.5% of the population is under 15 years old, 66.7% are between 15 and 64 years old and 7.8% are over 65 years old. On average there are 3.7 people per household with 10% of households living alone, 52% are couples with or without children, and 25% are stepfamilies (INEGI, latest data available). There is a slight decrease in the size of the household over time. Women represent 51.1% of the total population, with 81.3% of the population living in urban areas in 2022 (Data Reportal). The majority of Mexicans live in the middle of the country between the states of Jalisco and Veracruz. The main cities are Mexico City, Iztapalapa, Ecatepec de Morelos, Guadalajara, Puebla, Juarez and Tijuana. The level of education in Mexico is much lower than the average for OECD countries. Only 42% of adults aged 25 to 64 have completed upper secondary education, the lowest rate amongst OECD countries. Education is slightly more accessible for men than for women, as 42% of men have successfully completed high-school compared with 41% of women. Although, according to UNESCO statistics, tertiary enrollments in Mexico have more than doubled, going from 1.9 million to 4.4 million between 2000 and 2017. The Mexican government in 2012 made upper-secondary education compulsory for all children by 2020. Improving Mexico’s education system is critical for addressing pressing problems like high unemployment rates among Mexican youths, who are unemployed at twice the rate of the overall working age population. Some 67.5% of the active population are employees, 23.1% are self-employed, 4.2% are unpaid workers and 5.2% are employers.
Purchasing Power
The GDP per capita PPP is USD 20,036.46 (World Bank, 2021). People in Mexico earn USD 15 314 per year on average, much less than the OECD average of USD 43 241 and the lowest in the OECD. In Mexico, the average household net-adjusted disposable income per capita is USD 16,269 a year, considerably lower than the OECD average of USD 30,490 a year.

In terms of employment, about 59% of people aged 15 to 64 in Mexico have a paid job, lower than the OECD employment average of 66%. In 2021, some 76% of men are in paid work, compared with 45% of women. More than a quarter of Mexico’s active population is engaged in the informal economy (28.3%), with women (29%) more likely than men (27.8%) to hold informal jobs (INEGI, 2022). After decreasing significantly due to the Covid-19 pandemic, consumption has rebounded, with a growth rate of 8% in April 2022 compared to April 2021 (INEGI). Income inequality is high, and the Gini index is 45.4 but is has been decreasing in recent years (World Bank, latest data available). The share of women in the labour force is among the lowest in OECD countries. In 2021, women were paid 6.7% less than men, based on median, full-time earnings— better than the OECD average of 11.7%.
Consumer Behaviour
Purchasing criteria are usually product quality, practicality (time saving) and price. Customer service is increasingly important. There are many retail outlets in Mexico (kiosks, outdoor markets and covered, places with shops, shopping centres and supermarkets.) Depending on the geographical area, some types of trade will be more present than others. There is a gaping urban-rural income and spending divide. There is also a north-south  divide, as northern states have been the main recipients of foreign direct investment and, in turn, wages tend to be significantly higher there than in the less-developed south.

Following the Covid-19 crisis, consumer confidence reached its lowest point in April 2020 and then gradually began to rise again, with the seasonally-adjusted consumer confidence indicator published by the Statistical Institute (INEGI) standing at 43.6 points in June 2022.

Mexico is a Latin American country with the most e-commerce with 85% of people buying at least one product or service on the internet in the previous year. Amazon is the biggest online retailer, ahead of Mercado Libre and Wal-Mart of Mexico. Mexican consumers, especially in the capital are more  open to international companies.
Mexican consumers are amongst the most brand loyal in the world. Many seek to establish a relationship with the brand or company.

Also, Mexicans are ultra-connected to social networks. According to INEGI, in 2021 the country had 88.56 million Internet users, reflecting a growth rate of 6.7 percent over 2020. It has been estimated that around 68 percent of the Mexican population was on Facebook in 2022 (Data Reportal). More than half of the people who provided personal data on a social or professional network are worried about  possible misuse.

Among consumer trends in Mexico, time-saving products and services are important. The demand for organic products is developing with a desire for a healthier diet. As a reminder, Mexico is considered the second most obese country in the world. Organic products continue to be expensive but the market is growing by 10% a year. The consumption of more natural and artisanal products is increasing. The second-hand market is largely developed in the car, fashion and furniture sectors, whether online or in-store. The collaborative economy is just beginning to grow. Alternative transport companies (Ecobici, Smartbike, Mibici etc.) are being created as in the housing and carpooling sector.
Consumers Associations
PROFECO , Procurator General for Consumer Protection
Alconsumidor , Association of Civil Assistance for Consumers
Main Advertising Agencies
021
J. Walter Thompson Worldwide
Grupo KP
Mexican Advertising Agencies Association

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Latest Update: September 2022