Market research for doing business in Mexico

Mexico, as one of the largest economies in Latin America, offers significant opportunities for businesses looking to expand in the region. With its proximity to the U.S., a young and growing population, and a dynamic economy, Mexico is an attractive market for foreign investment. However, understanding the unique economic, cultural, and regulatory aspects of doing business in Mexico is essential for success.

Key Market Numbers

Mexico’s economic landscape is diverse and offers potential in various sectors, from manufacturing and services to technology and retail. Here are some key market numbers to consider:

• Population: Approximately 133 million (2023), making Mexico the 10th most populous country in the world. The country has a large, youthful population with a median age of around 29 years.
• GDP per capita: Around $9,500 USD (2023), with a steadily growing economy. While GDP per capita is lower than in the U.S. or Canada, Mexico has a growing middle class and increasing purchasing power.
• Urbanization: Approximately 80% of Mexico’s population lives in urban areas, with major cities like Mexico City, Guadalajara, and Monterrey serving as key economic hubs.
• Economic Structure: Mexico has a mixed economy with strong sectors in manufacturing, services, agriculture, and oil. The country is the second-largest economy in Latin America and the 15th largest globally.
• Ageing Population: Mexico’s population is relatively young, with a growing middle class that is increasingly urban and connected. This presents opportunities in sectors like technology, consumer goods, and services.

Language and Documentation

In Mexico, Spanish is the official language, and understanding language considerations is vital for any business entering the market.

• Official Language: Spanish is the official language of Mexico, and most business activities are conducted in Spanish. English is often spoken in larger cities and business contexts, particularly in industries like technology and tourism.
• Language Considerations: If you are entering the Mexican market, translating all packaging, marketing materials, and product documentation into Spanish is crucial. While English is understood in some business circles, localization is key to ensuring your brand resonates with local consumers.
• Packaging and Documentation: Mexico has specific labeling regulations for consumer goods, food products, and pharmaceuticals. These requirements include the use of Spanish on labels, specific safety warnings, and certifications. Be sure to comply with local packaging standards and regulations enforced by the Mexican government, particularly with regard to food safety, health, and environmental standards.

Consumer and B2B Buying Behavior

Understanding consumer and B2B behavior is essential for navigating the Mexican market. Mexico has a rapidly developing digital landscape and an increasingly sophisticated consumer base.

• Consumer Behavior: Mexican consumers are becoming more brand-conscious and value quality, but price sensitivity is still significant. Consumer spending is growing, particularly in urban areas, driven by the rising middle class. E-commerce in Mexico has grown substantially, with over 40% of internet users shopping online (2023), especially for products like electronics, fashion, and groceries.
• B2B Buying Behavior: In B2B transactions, trust and relationships play a central role. The decision-making process can be hierarchical, and building strong local partnerships is essential. Personal connections and reputation are key to gaining access to key decision-makers in Mexican businesses.
• Online Presence: E-commerce is rapidly growing, with platforms like Amazon Mexico, Mercado Libre, and Linio leading the market. In addition to a strong e-commerce presence, companies should also consider social media strategies, as platforms like Facebook, Instagram, and WhatsApp are widely used in Mexico.

Market Challenges and Opportunities

Mexico offers numerous opportunities but also presents unique challenges that businesses must navigate carefully.

• Products/Services that May Struggle: While Mexico is a growing market, products or services that do not align with local tastes or economic conditions may struggle. For example, luxury goods or high-end consumer products may not be as successful in lower-income areas. Additionally, products that don’t meet local safety standards or environmental regulations could face barriers to entry.
• Test Market Potential: Mexico is often considered a strong test market for businesses looking to enter the Latin American market. Its large, diverse population and growing middle class make it an ideal location for testing products, especially in industries like consumer electronics, automotive, food and beverage, and fashion. Success in Mexico can provide a strong base for expansion into other Latin American countries.
• Regulatory Environment: The regulatory environment in Mexico can be complex, with a range of federal, state, and local regulations governing industries. These regulations include tax laws, labor laws, and product standards. Companies should be prepared to navigate Mexico’s legal framework, which may require local expertise, especially in areas like consumer protection and intellectual property rights.