2026 World Cup to Boost Snack Market in Mexico

The most significant impact has been the increase in dairy, sugar, cocoa, palm oil, and packaging costs, warned Olga García Esquivel, Marketing Director of La Loma. In this context, she added, companies must be much more efficient in their operations, reduce waste, and streamline processes to continue maintaining customer preference. The 2026 World Cup is expected to boost the snack market in Mexico by up to 9%, although companies face pressure from rising input costs such as sugar, dairy, and oils, and lower profitability. “A similar trend is expected to previous tournaments, where the category grew by 9% compared to 'normal' consumption years, highlighting the purchase of large or family-sized packages, which implies planned buying,” stated Raquel Jiméez, Director of Customer Success for Nielsen IQ (NIQ) Mexico. Snacks and dips represent up to 20% of the World Cup consumption basket in Mexico, after alcoholic beverages, which account for 65%, and soft drinks, juices, and others, which make up 25%, according to Deloitte. The home will be the main gathering point to watch the World Cup, as six out of ten consumers will watch the tournament from home, or at the homes of family or friends, a fact that Grupo Herdez, Wonderful Pistachios, Pringles, and La Loma Heladería will take advantage of. In a written interview, Grupo Herdez, which has a portfolio of over 1,500 products under brands such as Herdez, Doña María, Del Fuerte, Barilla, and McCormick, noted that the cost environment is challenging and raw materials continue to threaten profitability. However, the company stated that the combination of operational efficiency with brand value, along with a strong value proposition, will overcome any price barrier, compensating for cost pressure with consumer preference and trust. In its commercial strategy, Herdez will reinforce its national identity with football-themed packaging and a special edition for its 8 Vegetable drink. In partnership with McCormick, it expects a boost driven by increased consumption frequency and higher turnover. For Wonderful Pistachios, it will carry out an integrated campaign through stores, media, digital platforms, and public relations to position the brand as part of the match-watching experience. “In stores, consumers will see point-of-sale displays with a football theme that celebrate the universal appeal of the World Cup,” said Michael Hohmann, Chief Financial Officer of Wonderful Pistachios & Almonds. In the interview, he also said that Wonderful Pistachios displays have doubled the sales velocity compared to retailers that do not use them, as they capture shoppers' attention at key decision moments. “The strength of Wonderful Pistachios lies in being proactive and agile, closely monitoring regulatory changes to ensure constant availability for our retail partners and consumers in Mexico,” he explained. Ahead of the World Cup, Pringles, owned by Kellanova, launched the “Destapa tu Lado Mexa” campaign last September, featuring four new flavors: Jalapeño, Queso Nacho, Adobadas, and Habaneras. These products are manufactured at Pringles' new plant in Querétaro, which had an investment of $660 million and has a capacity to produce 150 million cans per year. Besides snacks, the ice cream market is also gaining relevance, as it generated $1.1 billion in revenue in 2025 and is projected to reach $1.4 billion by 2034, with a compound annual growth rate of 2.65%, according to IMARC Group. According to La Loma Heladería, the World Cup is expected to increase demand for these products by up to 3%, affected by a raw material price increase of up to 60%. “The cost of raw materials is volatile and complicates planning,” the company stated.