Cancún bakeries struggle as supermarkets dominate Rosca de Reyes sales

Cancún, Quintana Roo. – Traditional bakeries in Cancún are facing difficulties competing with supermarket chains in the sale of Rosca de Reyes, leading some businesses to opt not to prepare it.

Due to the mass production and competitive prices of supermarkets, which often begin selling this bread from mid-December, local bakers report a decrease of up to 30 percent in their sales in recent years. Carlos Elpidio Barrientos, a traditional baker, noted that they used to make around 100 roscas, but now only prepare them by order, as people prefer the options from large chains.

In addition to competition, the increase in the cost of supplies, such as sugar and gas, has raised production costs by 15 to 20 percent for small businesses.

Supermarkets, for their part, faced with oversupply, are forced to reduce their prices by 30 to 40 pesos to avoid losses. The demand for Rosca de Reyes is concentrated mainly between January 4 and 10, a period when many consumers take advantage of discounts.

In Cancún, Rosca de Reyes prices vary by size: small ones for 4 people are around 230 pesos, medium ones for eight people are offered at about 280 pesos, large ones for 10 people cost between 400 and 450 pesos, and jumbo ones for 20 people range from 600 to 700 pesos.