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We found this article about the last presidential debate in Mexico. We believe is important to know the perceptions of other countries as they are considered to be neutral.
Hope you enjoy it
The VMS category in Mexico is perceived as a way to help reaching well-being through energy enhancement, physical state improvement and emotional well-being.
Mexican lifestyle drives the need for increasing energy, stop free radicals and supplement bad diet habits. The consumer tend to classify these products by benefit as they have a good knowledge of what ingredients they have to take.
Consumers make a clear difference between natural and pharmaceutical products as a consequence it exist a clear target for both: multivitamins and natural supplements.
The multivitamins segment is mature, well-developed and highly competitive, whereas the natural supplements segment is mostly composed of unbranded and small manufacturers.
In the natural supplements segments, there are only 2 players with high awareness.
The consumer who is in charge of the purchase and who is the main user of these products are women.