The cost of making a Rosca de Reyes rose 10.8% in 2026, from 154.60 pesos in 2025 to 171.37 pesos, according to the Grupo Consultor de Mercados Agrícolas and Profeco. This increase is mainly due to rises in yeast, ate, eggs, figs, and wheat flour. In Mexico City, prices in supermarkets and bakeries range from 19.90 pesos for minis to 1,275 pesos for jumbo versions.
Mexico's Three Kings Day tradition becomes more expensive in 2026 due to inflation in key ingredients. Yeast prices rose 33.4%, from 17.23 to 23 pesos per package, while ate and eggs increased around 20%. Crystallized figs rose 16.6% per 100 grams, wheat flour 10.2%, and milk 9.6%. In contrast, sugar fell 15%, from 10 to 8.50 pesos per 250 grams, and butter stayed at 41.67 pesos per 100 grams.
According to the Alianza Nacional de Pequeños Comerciantes (ANPEC), a small traditional rosca in neighborhood bakeries costs from 290 pesos, large ones in franchises reach 650 pesos, and gourmet versions up to 950 pesos. The average spend for a family celebration with rosca and hot chocolate is 901 pesos, 21% more than the 745 pesos in 2025.
In Mexico City supermarkets, options include: Soriana with Valley Foods roscas from 325 to 415 pesos; Chedraui from 19.90 pesos for minis to 399 pesos for jumbo; Costco with the 2-kilo traditional at 429 pesos (previously 379) and nata-filled at 539 pesos (previously 500); Sam's Club at 418.40 pesos; Walmart at 425 pesos; and Bodega Aurrerá from 179 to 324 pesos.
Classic bakeries like El Globo offer from 278 to 618 pesos, La Esperanza from 180 to 510 pesos, and Lecaroz from 85 to 1,275 pesos. In specialized ones, Rosetta ranges from 120 to 900 pesos, Green Rhino from 95 to 740 pesos, and Trigopan sells a Demon Slayer-themed rosca for 350 pesos.
Costco's rosca fuels resale: influencers like Ximena Figueroa bought 1,000 units at 429 pesos each to resell them for 599-720 pesos in Manzanillo. This dynamic has sparked memes and complaints on social media over hoarding.
