Eleven cities, read monthly
Traditional trade in Mexico
Roughly 1.2 million tienditas, and most of them do not restock from you.
Around 65 percent of tiendita replenishment flows through mayoristas and cash-and-carry rather than direct delivery — so the distribution number reported to head office describes where cases were sold, not where product sits.
- 1.2M
- Tienditas
- >½
- Of FMCG value
- 65%
- Restock via mayoristas
- 11
- Cities deployed
[ Mexico at a glance ]
- Channel weight
- Roughly 1.2 million tienditas in Mexico carry over half of FMCG value.
- Route to market
- Around 65 percent of tiendita replenishment flows through mayoristas and cash-and-carry rather than direct delivery.
- Purchase frequency
- Purchase frequency in the Mexican traditional channel runs about three times modern trade.
- Younger shoppers
- 46 percent of Mexicans aged 20 to 35 shop a tiendita weekly.
- Modern trade contrast
- OXXO alone operates more than 23,000 Mexican stores, every one measured to the item.
- Native coverage
- Native runs deployments across eleven Mexican cities, collecting a fifth of the outlet universe every month.
The trade in Mexico
Purchase frequency in the traditional channel runs about three times modern trade, and 46 percent of 20 to 35 year olds shop a tiendita weekly. Small baskets, near home, in cash, several times a week, with volume concentrating around the quincena. In beverages the cooler decides the sale, and cooler presence, purity and placement change hands constantly.
[ Purchase frequency in the traditional channel runs about three times modern trade. ]
/a
Small baskets, near home
Bought in cash, several times a week, within a few blocks. The trip is short and it repeats.
/b
Moves on the quincena
Volume concentrates around the quincena, so the pay cycle sets the shape of the month.
/c
The cooler decides
In beverages the sale is made at the cooler. Presence, purity and placement change hands constantly.
46%
of 20 to 35 year olds shop a tiendita weekly.
How stock reaches the shelf
The mayorista layer sits between the brand and the shelf, so distribution position is set one step upstream of the point where it can be observed. A route sold through a wholesaler counts as coverage. Whether the SKU reached the shelf, at what price, against which competitor facings, is a separate question shipment data structurally cannot answer.
Supply
Mayoristas + cash-and-carry
Around 65 percent of replenishment moves through the wholesale layer rather than direct delivery.
Decision
Coverage, one step upstream
A route sold through a wholesaler counts as coverage. Position is set where it cannot be observed.
Outcome
The shelf
Whether the SKU arrived, at what price, against which competitor facings, is a separate question.
- A route sold through a wholesaler counts as coverage, whether or not the SKU reached a shelf.
- Shipment data structurally cannot answer what happened at the shelf.
What conventional measurement misses
Numeric distribution reported and numeric distribution observed are two different figures, and the gap between them is where volume is lost.
Meanwhile OXXO alone operates more than 23,000 Mexican stores, every one measured to the item, and in late 2024 self-service chains posted double-digit unit declines while traditional formats held.
23K+
Mexican stores operated by OXXO alone, every one measured to the item.
The channel carrying the movement is the one with the least instrumentation on it.
How Native reads Mexico
Deployments run across eleven cities, sweeping square-kilometer microzones and collecting a fifth of the universe every month, with outlets segmented by category value both for the industry and for the individual portfolio.
- 11
- Cities deployed
- ⅕
- Of the universe every month
- 1 km²
- Microzones swept