TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary market level: spreads 2
Summary category level: chocolate spreads 3
Summary category level: honey 4
Summary category level: jams & preserves 5
Summary category level: nut-based spreads 6
Summary category level: savory spreads 7
Chapter 2 Introduction 8
What is this report about? 8
How to use this report 8
Market definition 9
Chapter 3 Market Overview 24
Value analysis (Mexican Peso), 2003?08 24
Value analysis (Mexican Peso), 2008?13 25
Value analysis (US dollars), 2003?08 27
Value analysis (US dollars), 2008?13 28
Volume analysis, 2003?08 30
Volume analysis, 2008?13 31
Company and brand share analysis 33
Distribution analysis 37
Expenditure and consumption per capita 39
Chapter 4 Leading Company Profiles 43
Kraft Foods Inc. 43
Associated British Foods plc 45
Chapter 5 Category Analysis: Chocolate spreads 48
Value analysis (Mexican Peso), 2003?08 48
Value analysis (Mexican Peso), 2008?13 49
Value analysis (US dollars), 2003?08 50
Value analysis (US dollars), 2008?13 50
Volume analysis, 2003?08 51
Volume analysis, 2008?13 52
Company and brand share analysis 53
Distribution analysis 55
Expenditure and consumption per capita 57
Chapter 6 Category Analysis: Honey 60
Value analysis (Mexican Peso), 2003?08 60
Value analysis (Mexican Peso), 2008?13 61
Value analysis (US dollars), 2003?08 62
Value analysis (US dollars), 2008?13 62
Volume analysis, 2003?08 63
Volume analysis, 2008?13 64
Company and brand share analysis 65
Distribution analysis 68
Expenditure and consumption per capita 70
Chapter 7 Category Analysis: Jams & preserves 73
Value analysis (Mexican Peso), 2003?08 73
Value analysis (Mexican Peso), 2008?13 74
Value analysis (US dollars), 2003?08 76
Value analysis (US dollars), 2008?13 76
Volume analysis, 2003?08 78
Volume analysis, 2008?13 79
Company and brand share analysis 81
Distribution analysis 84
Expenditure and consumption per capita 86
Chapter 8 Category Analysis: Nut-based spreads 89
Value analysis (Mexican Peso), 2003?08 89
Value analysis (Mexican Peso), 2008?13 90
Value analysis (US dollars), 2003?08 91
Value analysis (US dollars), 2008?13 91
Volume analysis, 2003?08 92
Volume analysis, 2008?13 93
Company and brand share analysis 94
Distribution analysis 97
Expenditure and consumption per capita 99
Chapter 9 Category Analysis: Savory spreads 102
Value analysis (Mexican Peso), 2003?08 102
Value analysis (Mexican Peso), 2008?13 103
Value analysis (US dollars), 2003?08 104
Value analysis (US dollars), 2008?13 104
Volume analysis, 2003?08 105
Volume analysis, 2008?13 106
Company and brand share analysis 107
Distribution analysis 110
Expenditure and consumption per capita 112
Chapter 10 Country Comparison 115
Value 115
Volume 119
Market share 123
Chapter 11 PESTLE Analysis 124
Summary 124
Political analysis 125
Economic analysis 130
Social analysis 134
Technological analysis 137
Legal analysis 140
Environmental analysis 143
Chapter 12 New Product Development 147
Product launches over time 147
Recent product launches 149
Chapter 13 Macroeconomic Profile 150
Macroeconomic indicators 150
Chapter 14 Research Methodology 155
Methodology overview 155
Secondary research 156
Market modeling 157
Creating an initial data model 157
Revising the initial data model 157
Creating a final estimate 158
Creating demographic value splits 158
Primary research 158
Data finalization 159
Ongoing research 159
Chapter 15 APPENDIX 160
Future readings 160
How to contact experts in your industry 160
Disclaimer 160

LIST OF FIGURES
Figure 1: Mexico spreads value and value forecast, 2003?13 (MXNm, nominal prices) 26
Figure 2: Mexico spreads category growth comparison, by value, 2003?13 29
Figure 3: Mexico spreads volume and volume forecast, 2003?13 (kg, million) 32
Figure 4: Mexico spreads category growth comparison, by volume, 2003?13 32
Figure 5: Mexico spreads company share, by value, 2007?08 (%) 35
Figure 6: Mexico spreads distribution channels, by value, 2007?08 (%) 38
Figure 7: Mexico chocolate spreads value and value forecast, 2003?13 (MXNm, nominal prices) 49
Figure 8: Mexico chocolate spreads volume and volume forecast, 2003?13 (kg, million) 52
Figure 9: Mexico chocolate spreads distribution channels, by value, 2007?08 (%) 56
Figure 10: Mexico honey value and value forecast, 2003?13 (MXNm, nominal prices) 61
Figure 11: Mexico honey volume and volume forecast, 2003?13 (kg, million) 64
Figure 12: Mexico honey company share, by value, 2007?08 (%) 66
Figure 13: Mexico honey distribution channels, by value, 2007?08 (%) 69
Figure 14: Mexico jams & preserves value and value forecast, 2003?13 (MXNm, nominal prices) 75
Figure 15: Mexico jams & preserves category growth comparison, by value, 2003?13 77
Figure 16: Mexico jams & preserves volume and volume forecast, 2003?13 (kg, million) 80
Figure 17: Mexico jams & preserves category growth comparison, by volume, 2003?13 80
Figure 18: Mexico jams & preserves company share, by value, 2007?08 (%) 82
Figure 19: Mexico jams & preserves distribution channels, by value, 2007?08 (%) 85
Figure 20: Mexico nut-based spreads value and value forecast, 2003?13 (MXNm, nominal prices) 90
Figure 21: Mexico nut-based spreads volume and volume forecast, 2003?13 (kg, million) 93
Figure 22: Mexico nut-based spreads company share, by value, 2007?08 (%) 95
Figure 23: Mexico nut-based spreads distribution channels, by value, 2007?08 (%) 98
Figure 24: Mexico savory spreads value and value forecast, 2003?13 (MXNm, nominal prices) 103
Figure 25: Mexico savory spreads volume and volume forecast, 2003?13 (kg, million) 106
Figure 26: Mexico savory spreads company share, by value, 2007?08 (%) 108
Figure 27: Mexico savory spreads distribution channels, by value, 2007?08 (%) 111
Figure 28: Global spreads market split (value terms, 2008), top five countries 116
Figure 29: Global spreads market value, 2003–08, top five countries 118
Figure 30: Global spreads market split (volume terms, 2008), top five countries 120
Figure 31: Global spreads market volume, 2003–08, top five countries 122
Figure 32: Annual data review process 156

LIST OF TABLES
Table 1: Spreads category definitions 10
Table 2: Spreads distribution channels 11
Table 3: Mexico spreads value, 2003?08 (MXNm, nominal prices) 24
Table 4: Mexico spreads value forecast, 2008?13 (MXNm, nominal prices) 25
Table 5: Mexico spreads value, 2003?08 ($m, nominal prices) 27
Table 6: Mexico spreads value forecast, 2008?13 ($m, nominal prices) 28
Table 7: Mexico spreads volume, 2003?08 (kg, million) 30
Table 8: Mexico spreads volume forecast, 2008?13 (kg, million) 31
Table 9: Mexico spreads brand share, by value, 2007?08 (%) 33
Table 10: Mexico spreads value, by brand 2007?08 (MXNm, nominal prices) 34
Table 11: Mexico spreads company share by value, 2007?08 (%) 36
Table 12: Mexico spreads value, by company, 2007?08 (MXNm, nominal prices) 36
Table 13: Mexico spreads distribution channels, by value, 2007?08 (%) 37
Table 14: Mexico spreads value, by distribution channel, 2007?08 (MXNm, nominal prices) 37
Table 15: Mexico spreads expenditure per capita, 2003?08 (MXN, nominal prices) 39
Table 16: Mexico spreads forecast expenditure per capita, 2008?13 (MXN, nominal prices) 40
Table 17: Mexico spreads expenditure per capita, 2003?08 ($, nominal prices) 40
Table 18: Mexico spreads forecast expenditure per capita, 2008?13 ($, nominal prices) 41
Table 19: Mexico spreads consumption per capita, 2003?08 (kg) 41
Table 20: Mexico spreads forecast consumption per capita, 2008?13 (kg) 42
Table 21: Kraft foods Inc. key facts 43
Table 22: Associated British foods plc key facts 45
Table 23: Mexico chocolate spreads value, 2003?08 (MXNm, nominal prices) 48
Table 24: Mexico chocolate spreads value forecast, 2008?13 (MXNm, nominal prices) 49
Table 25: Mexico chocolate spreads value, 2003?08 ($m, nominal prices) 50
Table 26: Mexico chocolate spreads value forecast, 2008?13 ($m, nominal prices) 50
Table 27: Mexico chocolate spreads volume, 2003?08 (kg, million) 51
Table 28: Mexico chocolate spreads volume forecast, 2008?13 (kg, million) 52
Table 29: Mexico chocolate spreads brand share, by value, 2007?08 (%) 53
Table 30: Mexico chocolate spreads value, by brand 2007?08 (MXNm, nominal prices) 53
Table 31: Mexico chocolate spreads company share by value, 2007?08 (%) 54
Table 32: Mexico chocolate spreads value, by company, 2007?08 (MXNm, nominal prices) 54
Table 33: Mexico chocolate spreads distribution channels, by value, 2007?08 (%) 55
Table 34: Mexico chocolate spreads value, by distribution channel, 2007?08 (MXNm, nominal prices) 55
Table 35: Mexico chocolate spreads expenditure per capita, 2003?08 (MXN, nominal prices) 57
Table 36: Mexico chocolate spreads forecast expenditure per capita, 2008?13 (MXN, nominal prices) 57
Table 37: Mexico chocolate spreads expenditure per capita, 2003?08 ($, nominal prices) 58
Table 38: Mexico chocolate spreads forecast expenditure per capita, 2008?13 ($, nominal prices) 58
Table 39: Mexico chocolate spreads consumption per capita, 2003?08 (kg) 59
Table 40: Mexico chocolate spreads forecast consumption per capita, 2008?13 (kg) 59
Table 41: Mexico honey value, 2003?08 (MXNm, nominal prices) 60
Table 42: Mexico honey value forecast, 2008?13 (MXNm, nominal prices) 61
Table 43: Mexico honey value, 2003?08 ($m, nominal prices) 62
Table 44: Mexico honey value forecast, 2008?13 ($m, nominal prices) 62
Table 45: Mexico honey volume, 2003?08 (kg, million) 63
Table 46: Mexico honey volume forecast, 2008?13 (kg, million) 64
Table 47: Mexico honey brand share, by value, 2007?08 (%) 65
Table 48: Mexico honey value, by brand 2007?08 (MXNm, nominal prices) 65
Table 49: Mexico honey company share by value, 2007?08 (%) 67
Table 50: Mexico honey value, by company, 2007?08 (MXNm, nominal prices) 67
Table 51: Mexico honey distribution channels, by value, 2007?08 (%) 68
Table 52: Mexico honey value, by distribution channel, 2007?08 (MXNm, nominal prices) 68
Table 53: Mexico honey expenditure per capita, 2003?08 (MXN, nominal prices) 70
Table 54: Mexico honey forecast expenditure per capita, 2008?13 (MXN, nominal prices) 70
Table 55: Mexico honey expenditure per capita, 2003?08 ($, nominal prices) 71
Table 56: Mexico honey forecast expenditure per capita, 2008?13 ($, nominal prices) 71
Table 57: Mexico honey consumption per capita, 2003?08 (kg) 72
Table 58: Mexico honey forecast consumption per capita, 2008?13 (kg) 72
Table 59: Mexico jams & preserves value, 2003?08 (MXNm, nominal prices) 73
Table 60: Mexico jams & preserves value forecast, 2008?13 (MXNm, nominal prices) 74
Table 61: Mexico jams & preserves value, 2003?08 ($m, nominal prices) 76
Table 62: Mexico jams & preserves value forecast, 2008?13 ($m, nominal prices) 76
Table 63: Mexico jams & preserves volume, 2003?08 (kg, million) 78
Table 64: Mexico jams & preserves volume forecast, 2008?13 (kg, million) 79
Table 65: Mexico jams & preserves brand share, by value, 2007?08 (%) 81
Table 66: Mexico jams & preserves value, by brand 2007?08 (MXNm, nominal prices) 81
Table 67: Mexico jams & preserves company share by value, 2007?08 (%) 83
Table 68: Mexico jams & preserves value, by company, 2007?08 (MXNm, nominal prices) 83
Table 69: Mexico jams & preserves distribution channels, by value, 2007?08 (%) 84
Table 70: Mexico jams & preserves value, by distribution channel, 2007?08 (MXNm, nominal prices) 84
Table 71: Mexico jams & preserves expenditure per capita, 2003?08 (MXN, nominal prices) 86
Table 72: Mexico jams & preserves forecast expenditure per capita, 2008?13 (MXN, nominal prices) 86
Table 73: Mexico jams & preserves expenditure per capita, 2003?08 ($, nominal prices) 87
Table 74: Mexico jams & preserves forecast expenditure per capita, 2008?13 ($, nominal prices) 87
Table 75: Mexico jams & preserves consumption per capita, 2003?08 (kg) 88
Table 76: Mexico jams & preserves forecast consumption per capita, 2008?13 (kg) 88
Table 77: Mexico nut-based spreads value, 2003?08 (MXNm, nominal prices) 89
Table 78: Mexico nut-based spreads value forecast, 2008?13 (MXNm, nominal prices) 90
Table 79: Mexico nut-based spreads value, 2003?08 ($m, nominal prices) 91
Table 80: Mexico nut-based spreads value forecast, 2008?13 ($m, nominal prices) 91
Table 81: Mexico nut-based spreads volume, 2003?08 (kg, million) 92
Table 82: Mexico nut-based spreads volume forecast, 2008?13 (kg, million) 93
Table 83: Mexico nut-based spreads brand share, by value, 2007?08 (%) 94
Table 84: Mexico nut-based spreads value, by brand 2007?08 (MXNm, nominal prices) 94
Table 85: Mexico nut-based spreads company share by value, 2007?08 (%) 96
Table 86: Mexico nut-based spreads value, by company, 2007?08 (MXNm, nominal prices) 96
Table 87: Mexico nut-based spreads distribution channels, by value, 2007?08 (%) 97
Table 88: Mexico nut-based spreads value, by distribution channel, 2007?08 (MXNm, nominal prices) 97
Table 89: Mexico nut-based spreads expenditure per capita, 2003?08 (MXN, nominal prices) 99
Table 90: Mexico nut-based spreads forecast expenditure per capita, 2008?13 (MXN, nominal prices) 99
Table 91: Mexico nut-based spreads expenditure per capita, 2003?08 ($, nominal prices) 100
Table 92: Mexico nut-based spreads forecast expenditure per capita, 2008?13 ($, nominal prices) 100
Table 93: Mexico nut-based spreads consumption per capita, 2003?08 (kg) 101
Table 94: Mexico nut-based spreads forecast consumption per capita, 2008?13 (kg) 101
Table 95: Mexico savory spreads value, 2003?08 (MXNm, nominal prices) 102
Table 96: Mexico savory spreads value forecast, 2008?13 (MXNm, nominal prices) 103
Table 97: Mexico savory spreads value, 2003?08 ($m, nominal prices) 104
Table 98: Mexico savory spreads value forecast, 2008?13 ($m, nominal prices) 104
Table 99: Mexico savory spreads volume, 2003?08 (kg, million) 105
Table 100: Mexico savory spreads volume forecast, 2008?13 (kg, million) 106
Table 101: Mexico savory spreads brand share, by value, 2007?08 (%) 107
Table 102: Mexico savory spreads value, by brand 2007?08 (MXNm, nominal prices) 107
Table 103: Mexico savory spreads company share by value, 2007?08 (%) 109
Table 104: Mexico savory spreads value, by company, 2007?08 (MXNm, nominal prices) 109
Table 105: Mexico savory spreads distribution channels, by value, 2007?08 (%) 110
Table 106: Mexico savory spreads value, by distribution channel, 2007?08 (MXNm, nominal prices) 110
Table 107: Mexico savory spreads expenditure per capita, 2003?08 (MXN, nominal prices) 112
Table 108: Mexico savory spreads forecast expenditure per capita, 2008?13 (MXN, nominal prices) 112
Table 109: Mexico savory spreads expenditure per capita, 2003?08 ($, nominal prices) 113
Table 110: Mexico savory spreads forecast expenditure per capita, 2008?13 ($, nominal prices) 113
Table 111: Mexico savory spreads consumption per capita, 2003?08 (kg) 114
Table 112: Mexico savory spreads forecast consumption per capita, 2008?13 (kg) 114
Table 113: Global spreads market value, 2008 115
Table 114: Global spreads market split (value terms ($m), 2008), top five countries 118
Table 115: Global spreads market volume, 2008 119
Table 116: Global spreads market split (volume terms, 2008), top five countries 122
Table 117: Leading players, top five countries 123
Table 118: Analysis of Mexico’s political landscape 125
Table 119: Analysis of Mexico’s economy 130
Table 120: Analysis of Mexico’s social system 134
Table 121: Analysis of Mexico’s technology landscape 137
Table 122: Analysis of Mexico’s legal landscape 140
Table 123: Analysis of Mexico’s environmental landscape 143
Table 124: Mexico spreads new product launches reports, by company (top five companies), 2008 147
Table 125: Mexico spreads new product launches SKUs, by company (top five companies), 2008 147
Table 126: Mexico spreads new product launches (reports), by flavor and fragrances (top 10 flavors), 2008 148
Table 127: Mexico spreads new product launches (reports), by ingredients (top 10 ingredients), 2008 148
Table 128: Mexico spreads new product launches (reports), by package tags or claims (top 10 claims), 2008 149
Table 129: Mexico spreads new product launches (reports) - Recent five launches (2008) 149
Table 130: Mexico population, by age group, 2003?08 (millions) 150
Table 131: Mexico population forecast, by age group, 2008?13 (millions) 151
Table 132: Mexico population, by gender, 2003?08 (millions) 151
Table 133: Mexico population forecast, by gender, 2008?13 (millions) 152
Table 134: Mexico nominal GDP, 2003?08 (MXNbn, nominal prices) 152
Table 135: Mexico nominal GDP forecast, 2008?13 (MXNbn, nominal prices) 152
Table 136: Mexico real GDP, 2003?08 (MXNbn, 2000 prices) 153
Table 137: Mexico real GDP forecast, 2008?13 (MXNbn, 2000 prices) 153
Table 138: Mexico real GDP, 2003?08 ($bn, 2000 prices) 153
Table 139: Mexico real GDP forecast, 2008?13 ($bn, 2000 prices) 154
Table 140: Mexico consumer price index, 2003?08 (2000=100) 154
Table 141: Mexico consumer price index, 2008?13 (2000=100) 154