Mexico’s fragrances market

Mexico’s fragrances market

Mexico is Latin America’s second largest toiletries, fragrances and cosmetics (HPPC) market, right behind Brazil. Mexico’s fragrances market had a turnover of the equivalent of 13 billion Mexican pesos in 2008; almost 17 billion in 2013 and the forecast for 2018 is an increase to 19.5 billion Mexican pesos in sales. Growth in market value in local currency was 7.8% in 2008, 9.8% in 2009 (the largest growth of recent years), 3.5% in 2013, with projections for 2018 a 3.2% growth.

Retail market turnover in this sector in Mexico in dollars was one billion two hundred in 2008, one billion three hundred in 2013 and the forecast for 2018 is one and a half billion dollars. Expressed as a percentage, this represents a growth of 5.9% in 2008, 6.7% in 2013 with the forecast for growth 3.8% in 2018. During 2008-2013 the largest growth in Mexico’s fragrances segment was in 2010: 14.2%.

Spending per capita of the Mexican population in the fragrances market was 10.73 dollars in 2008; 11.43 in 2013, and the forecast for 2018 is 12.45. The segment as proportion of Mexican gross domestic product (GDP) was around 0.1072 in 2008; 0.1055 in 2013 and the forecast sees it hovering around 0.0829 in 2018.

Mexico’s fragrances market turned over 15.5 billion Mexican pesos in 2011, divided into a turnover of 8.5 billion on products for women and almost 7 billion on products for men. In 2013 Mexico had a turnover of almost 17 billion Mexican pesos, divided into a turnover of 9.5 billion on products for women and 7.5 billion on products for men.

Summary: Annual Growth Rate

Over the last 5 years Mexico’s mean annual growth rate in the fragrances segment has been 4.2%.

The forecast for the next 5 years is a mean annual growth rate of 3.3%.

Companies market share in Mexico’s fragrances segment:

 Vorwerk & Co. KG

In 2012, 19.4%; in 2013 19.7%.

 Avon Products Inc.

In 2012, 16.7%; in 2013, 15.2%.

Grupo Puiq

In 2012, 8.1%; in 2013, 8.2%.

Fuller Cosmetics, S.A de C.V

In 2012, 6.8%; in 2013, 5.7%.

Coty, Inc.

In 2012, 4.6%; in 2013, 4.5%.


In 2012, 4.5%; in 2013 4.4%.

Arabela, S.A de C.V

In 2012, 4.3%; in 2013, 4.3%.

The L’Oréal Group

In 2012, 2.5%; in 2013, 2.5%.

Colgate-Palmolive Company

In 2012, 2.4%; in 2013 2.4%.

Natura Cosméticos SA.

In 2012, 2.0%; in 2013 2.1%.

Mary Kay, Inc

In 2012, 1.6%; in 2013, 1.7%.


In 2012, 27.1% ; in 2013 29.3%.


Research data. 

Retail market definitions: The research was undertaken in a market that includes fragrances for men and women. Body sprays are not included in the research. Market size is based on all retail sales, including direct sale to the consumer.

Segment definitions

Men: This segment includes popular products and luxury lines.

Women: This segment includes popular products, luxury lines and unisex products.

Included in the research: Men’s and women’s fragrances. Unisex products are included in the women’s segment. Further included are luxury lines, middle sectors and popular market. Perfume, eau de partum, eau de toilette, cologne, aftershave lotions and colognes.

Excluded from the research: Body sprays, makeup preparation products and fragrances for babies.

Source: Pesquisa Mintel / Mintel Research

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