Insight Flash: After years of volatility, Consumer Edge Basketview receipt and POS data shows spending for Cinco de Mayo has stabilized.
Basketview’s day-level granularity enables a precise view of holiday-specific trends like Cinco de Mayo, helping isolate shifts in consumer behavior from broader seasonal noise. Cinco de Mayo spending trends in 2025 stabilized after multiple years of volatility. Normalized spend across our basket of key categories – beer (Crown Imports LLC – Modelo, Corona, Pacifico, etc.) and snacks like salsa, tortillas & wraps, and tortilla and tostada chips – rose +3% y/y on volume as price was flat. This is in contrast to the -8% decline in 2024 and a deceleration from 2023’s +15% spike. Normalized price growth slowed meaningfully, up just +2% in 2024 before flattening in 2025, following two years of elevated gains (+12% in 2022 and +11% in 2023).
Category-level performance was mixed. Salsa was largely flat y/y, with modest pricing gains across most major brands and shoppers displaying some degree of price sensitivity as they gravitated towards value oriented brands and responded favorably to pricing concessions. Tortillas & wraps were stronger, rising mid-single digits, while chips showed less momentum as volume and price weakness drove the category down -15% y/y with major brands such as Frito-Lay struggling to recoup volume despite easing pricing.
Overall, price sensitivity is still shaping performance, but brand-level promotions and category-specific dynamics are driving clear separation.
Be the first to know about tortilla trends, what’s brewing in beer sales, and more with Consumer Edge insights leveraging Basketview data. Dive deeper into the market landscape, enhance decision-making, and drive growth by leveraging insights that traditional data might miss. Start transforming your strategies today and set your business on the path to smarter, more profitable outcomes.
