Mibelle responds to fast-growing Mexican market with functional food and personal care distribution deal

16 Oct 2020 --- Mibelle Biochemistry has chosen IMCD Mexico as the exclusive distributor of its anti-aging, slimming and biotechnological active ingredients for the cosmetic, food and nutrition industries in Mexico.

“Mexico is one of the largest economies of Latin America after Brazil. The Mexican cosmetics market ranks 12th in the world and second in Latin America, with the promise of additional growth,” Dr. Irene Montaño, the company’s international sales manager for the Latin American market, tells NutritionInsight.

“Apart from COVID-19, which is expected to have a negative impact on personal care and functional foods overall in 2020 and a slow recovery in 2021, Mexico is a target market in the region that we expect to grow significantly,” she continues.

Business prerequisites
When building a new business relationship, “alignment and synergy” are key to success, according to Montaño.

Mibelle expects its SaraPEPP Nu and SantEnergy Nu ingredients to fare well in the Mexican personal care market.“A partnership with IMCD not only gives us a competitive advantage in the Mexican market, but increases our knowledge, expertise and resources available to execute our plans for significant growth in the region.”

Mibelle’s cosmetic and functional food portfolio consists of ingredients based on naturally derived plant compounds. Its portfolio is “firmly supported” by in vitro and in vivo clinical studies to demonstrate product efficacy and offer reliable claim substantiation and tangible consumers benefits, says the company.

Shifts in the personal care sector
Mexico’s personal care market is growing in parallel with its booming population. “This is further supported by changing demographics, the urbanization of smaller cities, more women joining the workforce and later retirement ages,” notes Montaño.

Meanwhile, the skin and hair care markets are the “leading shareholders” among other product segments, she continues, owing to increasing awareness about skin and hair rituals and consumer urge to have a beautiful and younger appearance among users. 

In the functional food ingredients sector, Mibelle expects its mental performance enhancer SaraPEPP Nu and SantEnergy Nu to be top sellers. In July, the Swiss company debuted SantEnergy Nu targeting healthy aging and weight management-focused consumers.

The company also sees “great opportunities” within the cosmetic segment for its PhytoCellTec Malus Domestica, Alpine Rose Active and AquaCacteen products. 

Mibelle’s head of food and health, Torsten Grothe, recently sat down with NutritionInsight in a video interview to speak about the company’s flagship ingredients, trending delivery formats and overcoming taste challenges.

By Anni Schleicher