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Grupo Alpura decidió atacar el mercado de fórmulas lácteas para el crecimiento de niños de entre uno y tres años, dominado en México por las presentaciones en polvo de firmas como Nestlé, Mead Johnson y otras.
Para ello, lanzará en mayo próximo una presentación líquida de la llamada "fórmula de continuación", con la que espera ventas por un millón de litros al mes, cifra que se ve pequeña en comparación a los 2.6 millones de litros de leche que procesa diariamente.
"Es una apuesta para que esta presentación, que es una tendencia en varios países de Europa como España, llegue a un mercado muy amplio", dijo el director de desarrollo y cuentas clave del grupo, Stefan A. Kubacsek.
Con Alpura Kids Crecimiento, el grupo lechero de 250 socios, entra al mercado de fórmulas de continuación, con un valor de 431.5 millones de dólares, según cifras de Euromonitor.
En ese mercado se consume el equivalente a unos 90 millones de litros al mes, de los cuales la empresa quiere tomar más de una décima parte. Para ello busca posicionar su producto entre las madres a través de la recomendación de unos 5,000 médicos pediatras y en los estantes de los autoservicios y farmacias.
"Cada año se registran alrededor de dos millones de nacimientos en el país, los cuales representan una oportunidad ya que los menores requieren de fórmulas nutritivas que apoyen su crecimiento pues en los primeros 36 meses de vida los niños quintuplican su peso", dijo la asesora en nutrición de Alpura, Ana Paola Campos.
Alpura, con 124 tambos propios, produjo 949.4 millones de litros de leche en 2014 y en el primer trimestre del año reporta un aumento de 2.4% en sus ventas, con lo que compite principalmente con Grupo Lala.
