The socioeconomic conditions are aligning for Mexico's takeoff in consumer spending. Thanks to favorable demographics and growing affluence, millions of households are joining Mexico's middle class. What's more, research shows that the overwhelming majority of these families are optimistic about the future and determined to build a better life. We project that, as long as Mexico's public and private sectors take the actions needed to promote stable economic growth, consumption by Mexico's middle class will surge by around 7 percent annually through the end of the decade and account for around 93 percent of incremental demand.

But in which product categories is consumption likely to surge? When are these takeoffs likely to occur? And what should companies be doing to position their product lines, retail channels, and marketing messages to capture the opportunities in a consumer market that we project will surpass $325 billion in 2018?

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