Business development strategies for Mexican honey with a 2032 perspective: The future of Mexican honey

Abstract

To identify market strategies for Mexico’s apiculture sector, this study projects national honey production and the leading producing states through 2032. The states were considered strategic market units, with their positioning and growth stochastically projected over a 10-year period based on their honey production value. From 2023 to 2032, honey production volume is projected to decline. However, in the prospective scenario, the value of honey production is expected to rise, with Yucatán maintaining its position as the leading producer, followed by Chiapas, Jalisco, Campeche, and Oaxaca. Veracruz experienced a significant decline, while Yucatán positioned itself in the cash cow quadrant. Guerrero and Oaxaca showed growth and joined the question mark quadrant, where Quintana Roo remained. Meanwhile, Campeche and Veracruz were placed in the dog quadrant alongside Puebla, Jalisco, and Chiapas, even though Chiapas showed production growth. After analyzing their future performance, distinct market strategies were established for each state.