Flavors Across Borders: Mexican Food Market Research in Europe
As part of the EU–Latin Business Forum initiative and in our efforts to expand our services, we were contacted by a food company in Mexico seeking to explore the possibility of introducing some of its products to the European market. Thus, I designed and executed a comprehensive market research study to evaluate the potential of introducing selected Mexican food products (Atole, flavored syrups, and instant rice) into European markets. The project targeted Spanish-speaking populations in Spain and other European cities with strong Latin American and American communities.
A Taste of Mexico Meets a Curious European Market
What happens when traditional Mexican flavors cross the Atlantic and land on European tables? That was the question behind this project: exploring the market potential of three Mexican favorites — Atole, flavored syrups, and instant rice — in Spain, France, and Germany.
The Challenge
Mexican cuisine is globally loved, but not all products are equally known abroad. While tacos and tequila have found their place in Europe, drinks like Atole (a warm, thick beverage), hibiscus and tamarind syrups, and even instant rice are still relatively new to European consumers. Could these products make the leap from niche to mainstream?
The Approach
We split the study into three simple steps:
Look at the landscape → Market trends, competitors, and EU food regulations.
Ask the people → Online surveys (420 responses), retailer interviews, and informal product feedback sessions.
Make sense of the data → Translate numbers and opinions into clear recommendations.
The Findings
Flavored syrups were the star. the people in the study loved the exotic twist, especially for cocktails and desserts. With a forecasted growth of +12% per year, this product had the strongest case for market entry.
Atole was seen as “comforting” and perfect for cold winters — but only once people understood what it was. Consumer education would be key.
Instant rice faced tough competition from big global brands. It could work, but only with aggressive pricing and smart branding.
What This Means
Start with syrups: Position them as authentic, vibrant, and versatile — a taste of Mexico that fits right into European cocktail culture.
Test Atole seasonally: Launch in Spanish cities during the winter with strong storytelling around tradition and warmth.
Hold off on instant rice: Too crowded, too price-sensitive.
The Roadmap
Think of it as a four-step journey:
Validate → Research & compliance.
Pilot → Online sales, small retailer partnerships.
Expand → Retailer agreements, digital marketing, seasonal Atole.
Scale → New syrup flavors, entry into more european countries, co-branding with restaurants.
The Takeaway
Europeans are ready for more of Mexico — just not all at once. By focusing on what excites consumers first (flavored syrups) and carefully staging other launches, Mexican products can move from niche specialty stores into everyday kitchens and bars.