Mexico Leads Global Denim Consumption, Surpassing Europe, China

Mexico stands out as one of the leading consumers of denim pants globally, with a 79% consumption rate, surpassing both Europe (75%) and China (70%), as reported by Cotton Works, Future of Jeans in Mexico. Mexican retailer Coppel, known for its affordability, sold over 20 million denim pants last year, featuring both its brand and others.

Among the retailer’s insights is the revelation that the average monthly jeans sales represent approximately 10% of the total monthly clothing sales. Moreover, 75.5% of customers opt for purchasing their pants on credit, whether through Coppel’s credit card or their own. 

According to Cotton Works, a program under the cotton non-profit Cotton Incorporated, Mexicans typically wear jeans five days a week, with an anticipated increase in the average price of jeans in the coming years. Projections indicate an average price of MX$530 in 2024 and MX$549 in 2025. Despite this forecast, Coppel maintains its market dominance by offering options starting as low as MX$199. 

In terms of regional sales, the State of Mexico leads the pack, closely followed by Jalisco. The most frequent buyers are women aged 26 to 35, and sales tend to spike during May, November, and December, based on data from the past two years. Cotton Works’ research reveals that the purchase of jeans is primarily influenced by social activities (60%), running errands (48%), work (45%), and dining out (38%). 

Refill emerges as the top-selling brand at Coppel, commanding a 42% share of jeans sales. Meanwhile, Levi's maintains its position as the leading global brand on Coppel.com, with over 14,000 jeans sold in 2023.