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Beverage in Mexico Final Customers Identification

Customers Categorization

The final customers in the Mexican beverage industry value chain can be broadly categorized into two main segments: Business-to-Business (B2B) and Business-to-Consumer (B2C).

Business-to-Business (B2B) Customers: These are entities that purchase beverages from manufacturers or distributors not for their own final consumption as individuals, but rather for resale or use within their own business operations. In the context of the Mexican beverage value chain, the primary B2B customers are the various types of retailers and on-premise establishments detailed in the Retail and Final Consumption stage.

  • Types and Characteristics of B2B Customers:
    • Off-Premise Retailers: This significant segment includes supermarkets, hypermarkets (e.g., Walmart Mexico, Soriana), convenience stores (like OXXO), smaller independent neighborhood grocery stores ('tienditas'), specialized beverage stores (liquor stores), warehouse clubs, and discount stores (Tiendas 3B, Aurrera).
      • Characteristics: These businesses vary widely in scale and purchasing power. Large chains operate with sophisticated procurement systems, often buying in bulk from manufacturers' distribution centers. Convenience stores and small grocers may rely more on wholesalers or direct store delivery from manufacturers, with purchases in smaller volumes but higher frequency for some channels (e.g., OXXO's ubiquitous presence). Their characteristics include a focus on product assortment, pricing strategies, and merchandising to attract final consumers. They are impacted by logistical efficiency and inventory management requirements.
    • On-Premise Establishments: This category encompasses restaurants, bars, cafes, hotels, nightclubs, cantinas, and event venues.
      • Characteristics: These businesses purchase beverages for consumption on-site as part of their service offering. Their purchasing volume and product needs vary based on their size, type of cuisine/establishment, and clientele. They require reliable delivery schedules and often value relationships with distributors who can provide support services (like draft system maintenance). This segment is crucial for brand building and often involves higher margins per serving.
    • E-commerce Platforms and Retailer Websites: Online marketplaces (Amazon Mexico, Mercado Libre Mexico) and the e-commerce divisions of traditional retailers are increasingly important B2B customers for beverage manufacturers and distributors.
      • Characteristics: These platforms purchase inventory to sell online to consumers. Their characteristics include reliance on efficient digital infrastructure, online merchandising, secure payment systems, and effective coordination with logistics partners for last-mile delivery. They represent a growing channel influenced by digital marketing and consumer online shopping habits.

Business-to-Consumer (B2C) Customers: These are the final individual consumers who purchase beverages for their personal consumption. They are the ultimate recipients at the end of the value chain, buying from the B2B customers (retailers and on-premise establishments).

  • Types and Characteristics of B2C Customers:
    • Individual Consumers in Off-Premise Channels: This is the largest group of B2C customers by volume, purchasing beverages from supermarkets, convenience stores, small grocers, etc., for consumption at home or elsewhere.
      • Characteristics: Mexican consumers exhibit high per capita consumption of certain beverages, particularly soft drinks (including bulk water) and beer. Their purchasing decisions are influenced by factors such as price, brand loyalty, convenience, product availability, promotional offers, and evolving preferences related to health (demand for lower sugar options), wellness, and new trends like functional beverages or craft products. Proximity and accessibility, particularly through the extensive network of convenience stores and 'tienditas', are key drivers for this segment.
    • Individual Consumers in On-Premise Channels: These consumers purchase and consume beverages within restaurants, bars, cafes, and other establishments.
      • Characteristics: Consumption in these settings is often linked to social occasions, dining experiences, and entertainment. Consumers in this segment may prioritize ambiance, service, and the availability of specific brands or types of drinks (including cocktails or draft beer). While potentially consuming lower volume individually compared to off-premise, the margin per serving is typically higher in this segment.
    • Individual Consumers in E-commerce Channels: This growing segment purchases beverages online for home delivery or pickup.
      • Characteristics: These consumers value convenience, access to a wider product selection not always available in physical stores, competitive pricing, and the ease of online ordering and delivery. This segment's characteristics are shaped by increasing digital adoption and the availability of fast and reliable delivery services. Consumer demographics in this segment may lean towards those comfortable with technology and potentially located in areas with established delivery infrastructure.

While specific demographic breakdowns (age, income, location) for final consumers are not extensively detailed in the provided text, the description of the various retail and consumption channels implies a broad customer base spanning diverse socio-economic groups and geographic locations across Mexico. The high overall consumption volumes indicate widespread demand across the population.

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