Investor Presentaiton
RE
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ENSA
8%
Market share
McCormick Salad Dressings
After only one year of its introduction in the
market, the McCormick salad dressing product
line had an 8% market share, representing one of
the three preferred brands in this category.
Source: AC Nielsen
3,248.7
3,270.1
3,608.4
4,161.5
Net Sales of Sauces
and Dressings
million pesos
McCormick de México
During 2009, distribution efforts and
significant marketing campaigns helped
the McCormick Salad Dressings in the
classic and gourmet lines -both supported
by the well known Mexican Chef Monica
Patiño-to become the third player in this
category, as it increased 8 percentage points
its participation in volume. Moreover, these
gourmet dressings were given the "Stellar
Package" award by the Mexican Packing and
Packaging Association.
At the end of 2008 new flavors in the tea
category were launched -including a variety
of green teas-products which were very
well accepted by consumers; and which now
represent a significant part of the McCormick
tea business. In addition and to continue
these efforts, during 2009 a functional tea
line was launched (Buenas Noches, Balance
Integral, Ligereza Natural, En Forma y Con
Antioxidantes Naturales) which has been
exported to the United States of America.
Regarding the spices business, at the end
of 2009 the new sachet presentation was
launched in order to access consumers that
have different needs for the use of spices.
We expect to consolidate these products in
the market in 2010.
Being aware of the needs and trends of
healthy food in the market, McCormick
had previously introduced the new Low
Fat Mayonnaise, product which was able to
capitalize its sales during the year. In addition,
in our dressings and mustard business
starting in August 2009, we renewed all
our lines of squeezable packing to attract
new consumers who are concerned about
the convenience and consumer-friendly
packaging of our products.
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