Alpura’s Position in the Mexican Market
According to the Director of Marketing at Alpura, Adrián Varela, the demand for dairy products in Mexico has remained stable despite a general decline in consumption. Alpura currently ranks as the fifth most consumed brand within mass-market consumer goods in Mexico and holds the second position in the top five dairy and lactose-free product sector, just behind Lala, as per the Worldpanel by Numerator’s Brand Footprint 2025 report.
Alpura’s Market Presence and Growth
Alpura is present in over 100,000 retail points across Mexico and produces approximately 1.3 billion liters of milk annually. The company has expanded its presence in retail outlets and kitchen tables, thanks to the brand’s strength, continuous product innovation (like milk and yogurt), and strategic investments to maintain competitiveness.
- Alpura has introduced 1.3 innovations on average per month, including new products, presentations, and formulations.
- The company aims to invest 10,000 million pesos over the next four years in infrastructure and maintenance projects at their plants.
Alpura’s commitment to the ‘Hecho en México’ (Made in Mexico) initiative and being the only dairy industry player sourcing 100% of its milk from owned ranches gives them a competitive edge, according to Varela.
Currently, Alpura operates three plants in Delicias, Chihuahua; San Luis Potosí; and Cuautitlán Izcalli, Estado de México.
Nutritional Value and Consumer Awareness
Varela emphasized that dairy products are highly valued by families due to their nutritional benefits, such as high protein and calcium content. He acknowledged that Mexico’s per capita milk consumption is below the global average, with the recommended intake being 180 liters annually per person, as stated by the United Nations Food and Agriculture Organization (FAO).
Alpura’s Consumer Engagement Strategies
Alpura has refreshed its industry communication, focusing more on younger demographics and becoming more accessible to consumers and their commercial partners. The company recently held the second edition of the “Trae tu talento a la mesa” (Bring your talent to the table) contest, recognizing four Mexican artists for their designs that will adorn Alpura’s cream and milk packaging, available in August and September.
Key Questions and Answers
- Q: Why has Alpura’s demand remained stable despite declining consumption?
A: Dairy products are valued for their nutritional benefits, such as high protein and calcium content.
- Q: What is Alpura’s position in the Mexican market?
A: Alpura is the fifth most consumed brand in Mexico’s mass-market consumer goods and holds the second position in dairy and lactose-free products.
- Q: How has Alpura expanded its market presence?
A: Through brand strength, product innovation, and strategic investments.
- Q: What are Alpura’s upcoming plans?
A: The company plans to invest 10,000 million pesos in infrastructure and maintenance projects over the next four years.
- Q: How does Alpura differentiate itself from competitors?
A: By sourcing 100% of its milk from owned ranches and adhering to the ‘Hecho en México’ initiative.
