Six out of 10 Mexicans look for cheaper brands

Six out of 10 Mexicans are looking for more affordable brands, while 52% will increase their consumption of products made in the country, according to a study conducted by the consulting firm Kantar. According to Kantar, consumer habits continue to change in the face of an economic slowdown, persistent inflation, and an uncertain global environment.

The firm emphasized that Mexican consumers have entered a period of rationalization, reducing spending, analyzing their decisions more, and becoming increasingly price-sensitive. This change is reflected in the advancement of brands.

Kantar explained that this growth is reflected in the advancement of private labels, discount formats, and a more strategic purchasing approach, without necessarily sacrificing quality.

He also highlighted that one of the most notable phenomena is the growth of formats known as hard discounters, which increased their national presence by 19% between 2023 and 2025. Stores like 3B lead this format with a 40% share and are even managing to capture higher socioeconomic segments.

He added that private labels are gaining acceptance by combining competitive prices with value propositions tailored to needs. Thus, 57% of consumers report having switched to more affordable brands, while 35% plan to modify their purchases of fast-moving consumer goods, adjusting size, volume, or quantity.

Adding to this environment is a growing consumer distrust of institutions. Seven out of 10 Mexicans believe that brands only get involved in social causes for commercial gain. In this context, there is a demand for greater authenticity, a clear purpose, and a real commitment to the economic and social environment.

Support what's made in Mexico

Kantar said that with more protectionist policies in the United States, particularly under President Donald Trump's administration, the sentiment of support for local products has skyrocketed, with 52% of Mexicans saying they will buy more local brands.

She added that the retail ecosystem in Mexico is moving toward an omnichannel structure, in which consumers demand a personalized and efficient experience. For the consulting firm, brands must rethink their strategies, focusing on building trust and maintaining a consistent, digitally integrated shopping experience.

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AO