The Mexico herbal products market remains highly fragmented, with only a few international companies having an important presence. The competition is defined by the presence of many small regional and domestic producers selling artisanal variants of herbal/traditional products which cater to specific local demand. In 2012 Cadbury Adams Mexico led with a 28% value share. Ranked second was Herbalife Internacional de México with a 12% value share.
The 2012 growth rate was higher than the growth rate the previous year, because there is a general trend towards herbal/traditional products, which will also help the category to see a good performance in the coming years. Herbal/traditional tonics and bottled nutritive drinks saw the most dynamic growth, with an 18% current value increase in 2012, thanks to Herbalife Internacional de México's sales strategies, boosted by the lack of competition that its products face in this category.
Herbal/traditional products are expected to maintain their popularity thanks to consumers' awareness about the importance of products being "natural". The category is expected to see a constant value CAGR of 2% in the forecast period to reach Mx$6.8 billion in 2017.
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