Introduction to Grupo Lala and the Milk Consumption Challenge
Grupo Lala, a prominent Mexican dairy products company, has embarked on an image overhaul and launched a campaign to highlight the nutritional value of milk, aiming to increase its consumption in Mexico, particularly among young individuals. Currently, only 50% of the youth consume milk, which is crucial for growth and development.
The Subconsumption Issue
Mary Carmen Mondragón, the Nutrition Director at Grupo Lala, explained that subconsumption is not merely about measuring fractions or milliliters; it’s a matter of nutrition. Misconceptions, misinformation, and insufficient dissemination of scientific evidence about its nutritional benefits have contributed to the low consumption of milk.
The “La neta detrás de un vaso de Lala” Campaign
To tackle this issue, Grupo Lala introduced the “La neta detrás de un vaso de Lala” (The Truth Behind a Glass of Lala) campaign, featuring Chayanne as its ambassador. This initiative aims to emphasize that milk is not just nutritious but also connects people and brings fun into their lives.
Milk’s Nutritional Value
Mondragón highlighted that milk is a nutritious food, offering more than just calcium. It contains 7.5 grams of protein, 15% phosphorus, potassium, and vitamins D, B, and K. These nutrients benefit the nervous system and cardiovascular health. Moreover, milk aids in hydration due to its water and electrolyte content, which helps with post-exercise recovery and muscle reconstruction during training.
She also clarified that the natural lactose in milk should not be confused with added sugars, as it aids the body in absorbing minerals like calcium, phosphorus, and magnesium. Furthermore, lactose promotes gut health by fostering the growth of beneficial bacteria and facilitating the absorption of fat-soluble vitamins A, D, E, and K.
Declining Milk Consumption
Claudia Reyes, the Marketing Director of MasterBrand Lala, pointed out that although milk remains a staple food in the Mexican population’s shopping list, there is ample room to further communicate its nutritional value and encourage greater consumption.
Globally, including Mexico, milk consumption per capita has been declining for several years. Grupo Lala’s campaigns aim to restore the value of milk and help people understand its importance in their diets.
Mondragón added that milk consumption among Mexicans is low, with an average intake of only 100 milliliters per day, which is less than half a glass. This falls short of the 500 milliliters recommended by the World Health Organization (WHO) to meet calcium, protein, and other essential nutrient requirements.
Grupo Lala’s Financial Performance
Between April and June, Grupo Lala’s sales increased by 7.3% compared to the same period in 2024, reaching 26,699 million pesos. Lala is the most preferred dairy brand in Mexico, holding 50% of the market share according to the Brand Footprint 2025 report.
Grupo Lala’s products are present in 97% of Mexican households, with consumption varying throughout the day. The company invested 1,790 million pesos in capacity expansion and maintenance during the second quarter of the year.
Celebrating 75 years since its founding, Grupo Lala operates 25 production plants and 164 distribution centers in Mexico, Brazil, and the United States. Its portfolio of over 600 products is available at 578,000 retail points.
Key Questions and Answers
- What is Grupo Lala’s main objective? Grupo Lala aims to revamp its image and promote the nutritional value of milk to increase consumption, especially among young individuals.
- Why is milk consumption declining? Globally, including Mexico, milk consumption per capita has been decreasing for several years due to misconceptions, misinformation, and insufficient dissemination of its nutritional benefits.
- What makes milk a nutritious food? Milk offers more than calcium; it contains protein, phosphorus, potassium, and vitamins D, B, and K. It also aids hydration and promotes gut health.
- What is the current milk consumption situation in Mexico? Only 50% of young individuals consume milk, with an average intake of just 100 milliliters per day, falling short of the WHO-recommended 500 milliliters.
- How has Grupo Lala performed financially? Between April and June, Grupo Lala’s sales increased by 7.3% compared to the same period in 2024, reaching 26,699 million pesos. Lala is the most preferred dairy brand in Mexico, holding 50% of the market share.
