Grupo Lala's Challenge to Revive Milk Consumption in Mexico
Mexico is facing a significant nutritional challenge: the per capita consumption of milk has dropped to 30.5 liters per person per year, merely a third of the 90 liters recommended by the World Health Organization (WHO). This decline, observed over the last decade, can be attributed in part to myths portraying milk as an inflammatory food, leading many Mexicans to remove it fr om their diet. Grupo Lala, a leader in the market with 75 years in the dairy sector, is aiming to reverse the trend but faces multiple challenges as one of the largest companies in the sector.
Grupo Lala is present in 97% of Mexican households and runs a distribution network covering half a million points of sale. Their growth in the first quarter of 2025 reported an 8% increase in sales, surpassing the 5% growth in 2024. Nevertheless, raising per capita milk consumption to optimal levels is fraught with obstacles ranging fr om negative perceptions to the economic limitations faced by consumers.
A glass of milk provides 30% of the daily calcium requirement alongside essential proteins and other nutrients. However, stigma against dairy has permeated even among health professionals. Lala acknowledges the need to collaborate with medical professionals to dispel these misconceptions, positioning milk as a vital food through all stages of life. Their diversified product range includes fortified milks, yoghurts, creams, cheeses, and plant-based beverages to cater to various needs, such as lactose-free options like Lala 100, leading in the functional milk segment.
Lala is pushing to carry milk outside the home with practical formats for schools and offices. The strategy is built upon four pillars: focusing on consumers with precision marketing tools, expanding into markets like the United States wh ere they have a strong presence among the Latino community, optimizing operations, and strengthening relationships with suppliers, including Mexican dairy farmers. The company continues to face the challenge of maintaining affordable prices amidst economic constraints and inflation in a market wh ere dairy competes with burgeoning plant-based alternatives.
Grupo Lala has a unique opportunity to spearhead the revival of dairy consumption in Mexico, but success depends on balancing innovation, education, and accessibility. Historically essential, milk deserves to reclaim its place on the dining table of Mexicans, and Lala is tasked with guiding this transformative process.
