The increasing frequency of peak demand periods , driven by mass events, sales campaigns, and promotional seasons, is forcing companies to rethink how they plan their logistics operations. More than increasing production capacity, the challenge lies in having supply chains capable of reacting quickly and maintaining the flow of goods to the end consumer.
This was pointed out by Jorge Montaño , Head of Supply Chain Latam and Head of Procurement & Strategic Sourcing Americas at CHEP , who explained that events such as the 2026 World Cup , Hot Sale or retail campaigns represent a test for the entire logistics chain.
“Production capacity ends up being less relevant when you don’t have a supply chain flexible enough to reach consumers,” he said.
Montaño explained that during peak demand, coordination between manufacturers, retailers , logistics providers, and business partners becomes more important than ever .
Poor planning or a lack of visibility into market behavior can result in delays, stock shortages, and lost sales.
“It’s not just about having information, but about using it correctly to reach the consumer faster and more efficiently,” he stressed.
In this sense, sharing demand forecasts allows anticipating inventory, transportation and operational capacity needs before the market reaches its peak consumption levels.
The executive pointed out that one of the biggest challenges during these periods occurs in the last mile , especially when factors such as increased mobility of people, traffic congestion, or adverse weather conditions coincide.
Cities like Mexico City, Guadalajara, and Monterrey face additional pressure as they concentrate both consumption and visitor arrivals during large-scale events. With 13 matches scheduled in these cities, the Ministry of Tourism (Sectur) estimated that the country could receive approximately 5.5 million tourists during the World Cup.
In addition to products traditionally associated with high-demand seasons, Montaño explained that growth is also seen in categories such as electronics, screens, and household goods, driven by events such as the World Cup.
Circular economy to respond without over-provisioning assets
Given this scenario, Montaño highlighted that circular economy models such as pallet pooling allow companies to respond flexibly without making permanent investments.
Instead of acquiring additional assets to cover a temporary increase in demand, companies can use only the capacity they require and return it once consumption returns to normal levels.
“Companies don’t have to buy assets that will then remain idle. They only use what they need during those periods of higher demand,” he pointed out.
Thanks to its nationwide network of reusable assets, CHEP can redistribute pallets to regions where consumption is increasing, facilitating supply without requiring customers to expand their infrastructure.
For Montaño, peak demand periods offer a clear lesson for the logistics industry: the companies that respond best are those that collaborate, share information, and plan together .
When information flows between manufacturers, retailers , and logistics operators, it is possible to anticipate needs, optimize resources, and reduce costs, avoiding last-minute decisions such as hiring additional transport at higher prices.
“Collaboration, visibility, and planning enable the construction of more efficient, resilient supply chains that are prepared to respond to any increase in demand,” he concluded.
According to the consulting firm Expert Market Research , the size of the pallet market in Mexico registered a value of around 922.12 million dollars (USD) in 2025 , and an annual growth rate of 6% is estimated to reach a value of more than 1,651 million USD by 2035, with an upward trend, since the growing export activities offer a favorable outlook for the pallet segment in the country.
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