Demand for dairy products remains stable due to their nutritional value, despite a drop in consumption: Alpura

Despite the general decline in consumption and more cautious consumer spending, demand for dairy products has not declined because families value them as "healthy and nutritious," said Alpura Marketing Director Adrián Varela.

"The category is growing. At the end of the day, dairy products are nutritious, with high protein and calcium... Consumers value them and know they're nourishing, that they're for the well-being of their families," he said.

However, he acknowledged that per capita milk consumption in Mexico is below the global average. The recommended intake is 180 liters per person per year, according to the Food and Agriculture Organization of the United Nations (FAO).

Although Adrián Varela emphasized that Alpura is posting positive growth this year, he withheld details about the company's growth rate, explaining that he is not authorized to share commercial information.

"The truth is, I can't tell you about margins or any commercial information. What I can say is that all of our categories are growing compared to last year," he said in an interview.

At the top of national consumption

Currently, Alpura is the fifth most consumed brand in Mexico within the mass consumption products category, and occupies second place in the Top 5 in the dairy and dairy substitutes sector, behind only Lala, according to the Brand Footprint 2025 report, prepared by Worldpanel by Numerator.

The dairy product producer and marketer is present in more than 100,000 points of sale in Mexico. It produces approximately 1.3 billion liters of milk per year.

The Marketing Director explained that Alpura has increased its presence both in points of sale and on the tables of Mexican homes.

This growth, he said, is due to the strength of the brand, constant innovation in products like milk and yogurt, as well as the investment the company has made to remain competitive.

Although Varela Adrián preferred not to discuss his investment plans, Alpura recently announced that it will allocate 10 billion pesos over the next four years to infrastructure and maintenance projects at its plants.

In the last year, the company launched an average of 1.3 innovations per month, including new products, presentations, and formulas. "New products are coming," the executive said.

"One thing we've done at Alpura in recent years is to significantly refresh our industry communications. We're speaking more to young people; we're becoming more accessible to consumers and closer to our business partners," the executive noted.

The company has joined the "Made in Mexico" initiative, and is the only one in the country's dairy industry that obtains 100% of its milk from its own farms, the executive stated, giving them a competitive advantage.

Alpura currently operates three plants in the country, located in Delicias, Chihuahua; San Luis Potosí; and Cuautitlán Izcalli, State of Mexico.

“We are a consumer-centric company. We invest a significant amount of resources in understanding, studying, and listening to our customers, and we act accordingly… And again, we are a company that comes from the Mexican countryside, which gives us a huge competitive advantage,” noted Alpura's Marketing Director.

The interview took place after the awards ceremony for the second edition of the "Bring Your Talent to the Table" contest, where four Mexican artists were recognized for their designs, which will be printed on the brand's cream and milk containers, which will be available during August and September.