Bimbo, Gruma, Becle Sales Drop in US
- Several major Mexican companies, including Grupo Bimbo, Gruma, and Becle, the producer of Jose Cuervo tequila, encountered significant challenges in the U.S.
- Factors such as trade tensions, shifts in market penetration, and decreased purchase frequency have created difficulties for these companies.
- Ramón Martínez, an expert in economic and commercial affairs, suggests that rising raw material costs, tariff threats, and immigration concerns could negatively impact consumption.
Mexican Food and Beverage Giants Face U.S. Market Headwinds
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Several major Mexican companies, including Grupo Bimbo, Gruma, and Becle, the producer of Jose Cuervo tequila, encountered significant challenges in the U.S. market during the first two months of 2025.
Factors such as trade tensions, shifts in market penetration, and decreased purchase frequency have created difficulties for these companies. Concerns over tariffs and immigration policies are also contributing to the uncertain surroundings.
Ramón Martínez, an expert in economic and commercial affairs, suggests that rising raw material costs, tariff threats, and immigration concerns could negatively impact consumption. He believes that fears of deportation may deter Hispanic consumers from spending.
bimbo Responds to Sales Dip
A Barclays report, citing Nielseniq data, indicates that Bimbo’s overall U.S. sales declined by approximately 6% year-over-year.
Roberto Solano, an economic analyst at Monex, downplayed the possibility of considerable market share losses for Bimbo in the U.S. However, he acknowledged that the year would be challenging, with anticipated low sales volume growth.
“It would take a significant event for a competitor to seriously challenge Bimbo’s market position,” Solano stated. “Their logistical capabilities, spanning Mexico, the U.S., and globally, are unmatched.”
Solano projects that Grupo Bimbo could achieve a 52% sales share in the United States by the end of 2025.
“While the start of the year may see modest volume, revenue should continue to grow,” Solano added.”Companies can often adjust their strategies to compensate for a slow start and improve performance throughout the year.”
Gruma focuses on U.S. Growth
Gruma’s U.S. sales data from Nielseniq reveals mixed results. January saw a 0.3% year-over-year increase, while February experienced a 0.2% decrease. The company also faced a general decline in market penetration and purchase frequency, losing ground to key competitors.
The Barclays report attributes the irregular sales performance to slight contractions in the wraps and tortilla segment, which is heavily reliant on the Hispanic population.
While non-Hispanic consumers purchase less frequently,they tend to spend more per visit.
Solano noted that while Gruma’s product volume may decrease slightly at the beginning of the year, a comparison of 2024 to 2019 shows a 10% increase. He anticipates that volume will either remain stable or experience slight growth,with revenue trending upward.
“Gruma remains one of the most resilient companies in the U.S. market,” Solano said.”A significant portion of their revenue originates from the U.S. The company reports in dollars,with 66% of its revenue coming from that country.”
Tequila Sales Affected
Becle, the parent company of Jose Cuervo, has experienced weakness in its primary product categories in the U.S. during the first two months of 2025.
Nielseniq data indicates that Becle faced lower volumes and average prices, impacting its overall competitiveness.
In the tequila category, Becle’s year-over-year sales fell by an average of 3% during January and February, driven by a 5% price decrease, despite a slight 2% increase in volume.
Martínez believes that despite the decline in Becle’s sales, the demand for tequila is likely to recover throughout the year, as it is consumed by both the Hispanic and non-Hispanic communities.
This article analyzes the challenges faced by Mexican food and beverage companies in the U.S. market. Drawing on data and insights from sources like Barclays and NielsenIQ, we’ll explore the performance of major players like Bimbo, Gruma, and Becle (Jose Cuervo’s parent company).
Q: What are the primary challenges that Mexican food and beverage companies are facing in the U.S. market?
Several Mexican companies have encountered difficulties in the U.S. market during the first two months of 2025. Factors such as trade tensions, shifts in market penetration, and decreased purchase frequency have created challenges. Additionally, concerns about tariffs and immigration policies are contributing to the uncertain economic environment.
Q: What is the impact of the current economic and political climate on these companies?
Ramón Martínez, an expert in economic and commercial affairs, suggests that rising raw material costs, tariff threats, and immigration concerns could negatively impact consumption. He believes that fears of deportation may deter Hispanic consumers from spending,affecting sales volume.
Q: How is Grupo Bimbo performing in the U.S. market?
According to a Barclays report, citing NielsenIQ data, Bimbo’s overall U.S. sales declined by approximately 6% year-over-year.
Q: Despite the sales decline, what’s the outlook for Bimbo’s market position?
Roberto Solano, an economic analyst at Monex, downplayed the possibility of considerable market share losses for Bimbo. He acknowledged that the year would be challenging, with anticipated low sales volume growth. Solano stated that it would take a meaningful event for a competitor to seriously challenge Bimbo’s market position due to their unmatched logistical capabilities. He projects that Grupo Bimbo could achieve a 52% sales share in the United States by the end of 2025.
Q: How is Gruma, the parent company of brands like mission Foods, performing in the U.S. market?
Gruma’s U.S. sales data from NielsenIQ reveals mixed results.January saw a 0.3% year-over-year increase, while February experienced a 0.2% decrease. The company also faced a general decline in market penetration and purchase frequency.
Q: what factors are contributing to Gruma’s sales performance?
The Barclays report attributes the irregular sales performance to slight contractions in the wraps and tortilla segment,which are heavily reliant on the Hispanic population. Solano also noted that while Gruma’s product volume may decrease slightly at the beginning of the year, a comparison of 2024 to 2019 shows a 10% increase. He anticipates that volume will either remain stable or experience slight growth,with revenue trending upward.
Q: What is the financial position of Gruma in the US market?
“Gruma remains one of the most resilient companies in the U.S.market,” Solano saeid. ”A significant portion of their revenue originates from the U.S. The company reports in dollars, with 66% of its revenue coming from that country.”
Q: What challenges is Becle, the parent company of Jose Cuervo, facing in the U.S.?
Becle experienced weakness in its primary product categories in the U.S. during the first two months of 2025. NielsenIQ data indicates that Becle faced lower volumes and average prices, impacting its overall competitiveness.
Q: Specifically, how is Jose Cuervo’s tequila sales performing?
In the tequila category, Becle’s year-over-year sales fell by an average of 3% during January and February, driven by a 5% price decrease despite a slight 2% increase in volume.
Q: What is the outlook for Jose Cuervo’s tequila sales?
martínez believes that despite the decline in Becle’s sales, the demand for tequila is likely to recover throughout the year, as it is consumed by both the Hispanic and non-Hispanic communities.