Autor: José Ignacio Domínguez
Chorizo is a food that, upon crossing the border, maintains the national identity of Mexicans.
While chorizo is not originally Mexican, the adaptation of its ingredients and its consumption over the years make it seem so. So much so that upon crossing the border into the United States, we find that consumption habits are similar, particularly in Hispanic households.
In both countries, chorizo is consumed as a main dish and also used as a flavor enhancer. In Mexico, it’s practically part of the basic food basket and it’s present in over 90% of households. In the United States, its consumption rate is generally low, but it has a presence in one-third of Hispanic households.
Although not consumed daily, in Mexico, it’s customary to have chorizo in all three main meals, especially noticeable in breakfast with chorizo and eggs, tacos or quesadillas for dinner, and various other preparations and ways of consuming it throughout the day. In the United States, it’s mainly featured in meals such as tacos or burritos, more on special occasions than in daily consumption.
Both countries offer a wide variety of brands, but only a few have significant national presence. The lack of export and import due to the requirements of both countries leads to very different sets of brands in each country. Chata, Zwan, Fud, Kir, and Chimex are the relevant brands in the Mexican market. Johnsonville, Goya, and Reynaldo in the United States.
The chorizo market is an example of a gap closing between both markets thanks to the fusion of tastes and consumer preferences on both sides of the border. Before launching your next market study, allow us to suggest the best design to obtain the information and insights that best support the decisions your company needs to make.
Chorizo in Mexico
Today, chorizo is a popular ingredient in Mexican cuisine and is used in a wide variety of dishes, from tacos and chilaquiles to stews and charro beans. Its distinctive flavor and versatility have made it a beloved sausage both in Mexico and in other parts of the world where Mexican cuisine has gained popularity.
Chorizo in Mexico has its origins dating back to the time of Spanish colonization. The arrival of the Spaniards in America brought with it the introduction of domestic animals such as pigs, as well as culinary techniques and traditions from Europe, including the production of sausages like chorizo.
Spanish chorizo, which was already popular in Spain since the Middle Ages, was adapted to local ingredients and tastes in Mexico, giving rise to Mexican chorizo. This adaptation process included the incorporation of spices and condiments native to the Americas, such as chili, which is a distinctive ingredient of Mexican chorizo, giving it its characteristic red color and spicy flavor.
Chorizo Industry in Mexico
Mexico is the 6th largest producer of meat globally, trailing only behind the United States and Brazil in the Americas. While pork is the most consumed protein worldwide, in Mexico, it represents only a quarter of total proteins consumed, and locally, only 60% of what is consumed is produced.
Chorizo, predominantly made from pork, represents just 3% of the Cold Cuts industry, with a modest annual growth rate of less than 1%.
The National Statistical Directory of Economic Units (DENUE) from INEGI registers 1,857 establishments dedicated to the preparation of sausages and other preserves, of which a little over 700 explicitly bear the words ‘chorizo’ and/or ‘long sausage’ in their commercial name or business name. The vast majority of these are small producers, with 1,820 registered brands, of which only a few have significant presence in the national market.
Consumption Habits in Mexican Households
A Market Study among Mexican Housewives reveals that over 90% are accustomed to eating chorizo in the meals prepared by their family members at home, both pork and turkey-based; 20% of them mention chorizo made from soy or other plants.
Only a third of Housewives consume it several times a month, mainly from the C- socioeconomic level. It’s most common to consume it only once a month, or less frequently in the lower (D/E and D+ as an ingredient for stews) and higher (A/B and C+) socioeconomic levels.
They consume chorizo out of habit, for the dishes they usually prepare, because it’s delicious and enjoyed by the whole family; this, coupled with the fact that it’s an economical and easy-to-prepare ingredient. There are differences by Socioeconomic Level, with the custom of using chorizo as an ingredient for stews and dishes being more pronounced in lower socioeconomic levels.
The most frequent consumption times are during Breakfast and Lunch, with some notable preparation methods:
- Chorizo with Eggs is typical for Breakfast, although it’s also prepared in ways suitable for both Breakfast and Lunch: Tacos, Burritos, with Potatoes, and Chilaquiles.
- For Lunch, different preparations stand out from those at Breakfast: Enchiladas, Enfrijoladas, Tortas, Queso Fundido, and Molletes.
For Dinner, Tacos and Quesadillas are prominent.
Chorizo is mostly purchased at Supermarkets.
Among the wide variety of brands, four stand out as the most frequently purchased, both in Top Of Mind (TOM) and in Sum of Mentions (SOM): Chata, Zwan, Kir, Fud, and Chimex.
Chorizo in the United States
The consumption of chorizo in the United States has experienced significant growth, reflecting the broader trend of increasing popularity of Hispanic and Latin American cuisines. Chorizo, a tasty and spicy sausage, originating from Spain and adapted by various Latin American cuisines, including Mexican, has found a welcoming audience. This is partly due to the large Hispanic population in the country, which has introduced traditional dishes into the broader American culinary landscape, and partly due to the growing interest among Americans in diverse and flavorful foods.
In the United States, chorizo is consumed in various ways, reflecting its use in traditional Hispanic dishes while also being incorporated into American cuisine. The US market has adapted to the demand for chorizo by offering traditional versions of the sausage, such as Mexican chorizo, which is fresh and needs to be cooked, and Spanish chorizo, which is cured and can be eaten without additional cooking. Additionally, the growing interest in health and dietary considerations has led to the availability of chorizo made from alternative meats, such as turkey and chicken, as well as vegetarian and vegan versions that attempt to replicate the distinctive flavors of chorizo using plant-based ingredients.
The growth in chorizo consumption in the US can also be attributed to the ease of access through supermarkets, specialty food stores, and online retailers, making it easier for Americans to incorporate chorizo into their home cooking. Furthermore, the presence of chorizo on restaurant menus, from fast-food establishments to gourmet restaurants, has also contributed to its popularity, allowing people to experience the unique flavor of chorizo even if they don’t cook it at home.
Chorizo Industry in the USA
The office of Statistics of U.S. Businesses (SUSB) registers 1,088 sausage producers with more than 5 employees and 418 producers with 5 or fewer employees. These approximately 1,500 sausage producers in general have registered 680 brands specifically under the term ‘chorizo’. A smaller diversity compared to Mexico, considering a much larger market.
Among this variety of registered brands, only about 26 are available for sale in large supermarket chains like Walmart, HEB, and Vons.
Chorizo produced in Mexico can be exported to the United States. However, there are specific regulations and guidelines that must be followed for the importation of food products, including chorizo. While pork imports from Mexico are recorded, they do not seem to correspond specifically to chorizo, given its nature which complicates obtaining import permits.
Consumption Habits in US Households
A Market Study among American Housewives reveals that, unlike Mexico, only 11.9% are accustomed to eating chorizo in the meals prepared by their family members at home, an incidence that can be as low as 2.7% among Whites and as high as 30.1% among Hispanics.
Another difference from Mexico is that the most consumed chorizo is pork, with 18.4% mentioning beef chorizo, while turkey and plant-based chorizo are practically not mentioned.
In the US, its consumption is much less frequent, especially in the higher Socioeconomic Level and more often in the lower socioeconomic levels.
Similar to Mexico, they consume chorizo out of habit, for the dishes they usually prepare, and because the family likes it, coupled with the fact that it’s an ingredient for stews and the dishes they usually prepare.
Chorizo consumption in the USA mainly occurs during Lunch and Dinner, especially in Tacos and Burritos. There’s a notable difference compared to Mexico: its consumption during breakfast, which is infrequent and in Burritos or with potatoes, but not with eggs or in chilaquiles.
Just like in Mexico, chorizo is mainly purchased at Supermarkets, although also at Specialty and Convenience Stores.
Among the wide variety of available brands, Cacique is undoubtedly the most mentioned. Other relevant brands include Johnsonville, Goya, and Reynaldo.
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