Rosca de Reyes Sales Boost Mexico’s Baking Industry

The National Chamber of the Baking Industry and Related Businesses of Mexico (CANAINPA) revealed that sales of Rosca de Reyes are expected to exceed MX$3.05 billion (US$169.7 million). This supports a tradition that helps preserve cultural heritage while empowering household economies and small businesses.

“The Rosca de Reyes tradition is more than 200 years old, and in Mexico it has been present for between 70 and 90 years, combining history, innovation and the best sweet bread in the world,” said Julián Castañón, President, CANAINPA. He recalled that Mexico has around 55,400 bakeries, which during this season will produce 9,400t of Rosca de Reyes.

According to the National Alliance of Small Merchants (ANPEC), a small traditional rosca from a neighborhood bakery has a price point of MX$290, while large versions sold by franchise bakeries can reach MX$650. Gourmet options, meanwhile, can cost up to MX$950 for a large size.

This market behavior is occurring alongside a 10.8% increase in the estimated cost of making a rosca, which rose from MX$154.6 in January 2025 to MX$171.3 in January 2026, according to the Agricultural Markets Consulting Group (GCMA) and the Federal Consumer Protection Agency (PROFECO). Among the inputs with the largest price increases are yeast, candied fruit (ate) and eggs, while sugar registered a 15% annual decline.

Castañón emphasized that Rosca de Reyes is a tasty celebration and not an expensive one, allowing people to hold one, two or even three celebrations during the season. “Sharing Rosca de Reyes is not a party that costs MX$500 per person, but rather between MX$20 and MX$30,” the business representative said.

According to the head of the bakers’ chamber, Rosca de Reyes is a high-quality cake made with the best ingredients in sweet baking. The baking industry generates 570,000 direct jobs nationwide, and more than 1 million people are involved across the entire production chain, from wheat and flour production to butter, milk and eggs used in breadmaking. Today, this value chain provides a livelihood for 4 million Mexicans.