Cosmetics And Toiletries in Colombia
Euromonitor International's Cosmetics And Toiletries in Colombia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 132 | Publication date: Aug 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Premium cosmetics; Skin care; Sun care
Executive summary
Continuous development in cosmetics and toiletries
Growth in the Colombian economy in 2001-2006 resulted in higher consumer confidence levels and stronger prospects in employment and income. This allowed Colombian consumers to allocate their spending across a wider range of goods and services. Although price remained a hindering factor in some sectors, it played a smaller role in purchase decisions than in previous years. Overall, the country’s cosmetics and toiletries industry performed positively in 2006. Growth in value sales in 2006 were fuelled by innovative mass campaigns, continuous promotional activities and discounts – particularly by supermarkets/hypermarkets, controlled prices, the introduction of natural and multifunctional products, brand revitalisation through product extensions, sleeker packaging and an extended distribution network arising from the boom in shopping centres.
Skin concerns drive fastest-growing sectors
Colombia’s increased concern with skin protection and higher product awareness drove the skin care and sun care sectors to grow fastest in 2006. Strong dynamism in both sectors resulted from significant research and development investments as well as a number of product developments involving advanced product formulas. In terms of multifunctionality, typical product features corresponded to moisturising-soothing, moisturising-SPF protection, hydrating-colour protection and anti-ageing-moisturising. The increasing concern about protecting skin from damage caused by exposure to the sun and ageing effects resulted from manufacturers’ strong advertising campaigns, which aimed at educating consumers on the necessary steps to a healthy skin.
Multinationals dominate Colombian cosmetics and toiletries
A large percentage of the production and commercialisation of Colombia’s cosmetics and toiletries is controlled by multinationals such as Colgate-Palmolive, Procter & Gamble and Johnson & Johnson. These companies have a clear first-mover advantage, and international brands like Colgate toothpaste, Pantene hair care and Johnson’s Baby enjoy strong levels of brand loyalty. The industry’s competitive landscape was very dynamic and saw the consolidation of key players such as Johnson & Johnson de Colombia SA and Procter & Gamble de Colombia SA, which strengthened their position in the market through the acquisition of other leading competitors.
Supermarkets/hypermarkets lead retail distribution
Over the review period, supermarkets/hypermarkets continued to hold the biggest share of overall distribution. The leadership of supermarkets/hypermarkets was supported by cultural purchasing traditions (eg the planned purchase of basic toiletries made with the regular grocery purchases) and strong promotional campaigns and discounts available in the channel. Cosmetics and toiletries manufacturers rely strongly on supermarkets/hypermarkets, dedicating considerable resources to improving the purchase experience through well structured in-store displays, product advisors and promotional activities. Direct sales was the second most important distribution channel. Companies like Avon, Amway, Yanbal and Belstar continued to profit from the communication their sales representatives have with clients and continuously revitalised brand portfolios.
Maturity to affect growth rates over the forecast period
Despite both demand and supply of cosmetics and toiletries being expected to grow steadily across the 2006-2011 period, overall growth rates are likely to slow down over the forecast period due to market saturation and the higher maturity level forecast for the market. However, skin care and sun care are forecasted to significantly outperform the market as a whole. Greater sophistication among consumers is expected to raise quality standards for products across all sectors. However, pricing will remain subinflationary despite strong investment in product improvements. Product differentiation and new launches are forecast to follow global trends as multinationals leverage on the success of their marketing campaigns abroad.
Table of contents
COSMETICS AND TOILETRIES IN COLOMBIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Continuous development in cosmetics and toiletries
Skin concerns drive fastest-growing sectors
Multinationals dominate Colombian cosmetics and toiletries
Supermarkets/hypermarkets lead retail distribution
Maturity to affect growth rates over the forecast period
KEY TRENDS AND DEVELOPMENTS
Positive economic scenario stimulates cosmetics and toiletries demand
Cosmetics and toiletries face a more demanding and sophisticated consumer
Higher national consumer expenditure resulted in fierce competition
Experiences – highly successful marketing
Consolidation of the health and wellness and natural ingredients trends
Supermarkets/hypermarkets with biggest retail distribution share
Booming direct sales ranks second in retail distribution
Contraband – particularly from the San Andrecitos – remains strong
Foreign presence plays key role in market
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2001-2006
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2001-2006
Table 3 Cosmetics and Toiletries Company Shares by NBO Retail Value 2002-2006
Table 4 Cosmetics and Toiletries Company Shares by GBO Retail Value 2002-2006
Table 5 Cosmetics and Toiletries Brand Shares by Retail Value 2003-2006
Table 6 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2001/2006
Table 7 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2006
Table 8 Penetration of Private Label by Sector by Retail Value 2002-2006
Table 9 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2006-2011
Table 10 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2006-2011
APPENDIX
Published Data Comparisons
DEFINITIONS
LOCAL COMPANY PROFILES - COLOMBIA
BELSTAR SA - COSMETICS AND TOILETRIES - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Belstar SA: Key Facts
Summary 2 Belstar SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 3 Belstar SA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 4 Belstar: Competitive Position 2006
LABORATORIOS DE COSMéTICOS VOGUE SA - COSMETICS AND TOILETRIES - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Laboratorios de Cosméticos Vogue SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 6 Laboratorios de Cosméticos Vogue SA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 7 Laboratorios de Cosméticos Vogue SA: Competitive Position 2006
LABORATORIOS RECAMIER LTDA - COSMETICS AND TOILETRIES - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Laboratorios Recamier Ltda: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 9 Laboratorios Recamier Ltda: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 10 Laboratorios Recamier Ltda: Competitive Position 2006
PREBEL SA - COSMETICS AND TOILETRIES - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Prebel SA: Key Facts
Summary 12 Prebel SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 13 Prebel SA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 14 Prebel SA: Competitive Position 2006
QUALA SA - COSMETICS AND TOILETRIES - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Quala SA: Key Facts
Summary 16 Quala SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 17 Quala SA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 18 Quala SA: Competitive Position 2006
YANBAL DE COLOMBIA SA - COSMETICS AND TOILETRIES - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 19 Yanbal de Colombia SA: Key Facts
Summary 20 Yanbal de Colombia SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 21 Yanbal de Colombia SA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 22 Yanbal de Colombia SA: Competitive Position 2006
BABY CARE IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 11 Sales of Baby Care by Subsector: Value 2001-2006
Table 12 Sales of Baby Care by Subsector: % Value Growth 2001-2006
Table 13 Baby Care Company Shares by Retail Value 2002-2006
Table 14 Baby Care Brand Shares by Retail Value 2003-2006
Table 15 Forecast Sales of Baby Care by Subsector: Value 2006-2011
Table 16 Forecast Sales of Baby Care by Subsector: % Value Growth 2006-2011
Table 17 Baby Care Premium Vs Mass % Analysis 2001-2006
Table 18 Baby Care Premium Brand Rankings 2006
BATH AND SHOWER PRODUCTS IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 19 Sales of Bath and Shower Products by Subsector: Value 2001-2006
Table 20 Sales of Bath and Shower Products by Subsector: % Value Growth 2001-2006
Table 21 Bath and Shower Products Company Shares by Retail Value 2002-2006
Table 22 Bath and Shower Products Brand Shares by Retail Value 2003-2006
Table 23 Forecast Sales of Bath and Shower Products by Subsector: Value 2006-2011
Table 24 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2006-2011
Table 25 Bath and Shower Products Premium Vs Mass % Analysis 2001-2006
Table 26 Bath and Shower Products Premium Brand Rankings 2006
DEODORANTS IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 27 Sales of Deodorants by Subsector: Value 2001-2006
Table 28 Sales of Deodorants by Subsector: % Value Growth 2001-2006
Table 29 Deodorants Company Shares by Retail Value 2002-2006
Table 30 Deodorants Brand Shares by Retail Value 2003-2006
Table 31 Forecast Sales of Deodorants by Subsector: Value 2006-2011
Table 32 Forecast Sales of Deodorants by Subsector: % Value Growth 2006-2011
Table 33 Deodorants Premium Vs Mass % Analysis 2001-2006
Table 34 Deodorants Premium Brand Rankings 2006
HAIR CARE IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 35 Sales of Hair Care by Subsector: Value 2001-2006
Table 36 Sales of Hair Care by Subsector: % Value Growth 2001-2006
Table 37 Hair Care Company Shares by Retail Value 2002-2006
Table 38 Hair Care Brand Shares by Retail Value 2003-2006
Table 39 Forecast Sales of Hair Care by Subsector: Value 2006-2011
Table 40 Forecast Sales of Hair Care by Subsector: % Value Growth 2006-2011
Table 41 Hair Care Premium Vs Mass % Analysis 2001-2006
Table 42 Hair Care Premium Brand Rankings 2006
Table 43 Styling Agents Brand Shares by Retail Value 2003-2006
Table 44 Salon Hair Care Company Shares by Retail Value 2002-2006
Table 45 Salon Hair Care Brand Shares by Retail Value 2003-2006
COLOUR COSMETICS IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 46 Sales of Colour Cosmetics by Subsector: Value 2001-2006
Table 47 Sales of Colour Cosmetics by Subsector: % Value Growth 2001-2006
Table 48 Colour Cosmetics Company Shares by Retail Value 2002-2006
Table 49 Colour Cosmetics Brand Shares by Retail Value 2003-2006
Table 50 Forecast Sales of Colour Cosmetics by Subsector: Value 2006-2011
Table 51 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2006-2011
Table 52 Colour Cosmetics Premium Vs Mass % Analysis 2001-2006
Table 53 Colour Cosmetics Premium Brand Rankings 2006
MEN'S GROOMING PRODUCTS IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 54 Sales of Men's Grooming Products by Subsector: Value 2001-2006
Table 55 Sales of Men's Grooming Products by Subsector: % Value Growth 2001-2006
Table 56 Men's Grooming Products Company Shares by Retail Value 2002-2006
Table 57 Men's Grooming Products Brand Shares by Retail Value 2003-2006
Table 58 Forecast Sales of Men's Grooming Products by Subsector: Value 2006-2011
Table 59 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2006-2011
ORAL HYGIENE IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 60 Sales of Oral Hygiene by Subsector: %Value Growth 2001-2006
Table 61 Oral Hygiene Company Shares by Retail Value 2002-2006
Table 62 Oral Hygiene Brand Shares by Retail Value 2003-2006
Table 63 Forecast Sales of Oral Hygiene by Subsector: Value 2006-2011
Table 64 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2006-2011
Table 65 Sales of Manual and Power Toothbrushes by Type: Value 2001-2006
Table 66 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2001-2006
Table 67 Manual and Power Brush Company Shares by Retail Value 2002-2006
Table 68 Manual and Power Brush Brand Shares by Retail Value 2003-2006
Table 69 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2006-2011
Table 70 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2006-2011
FRAGRANCES IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 71 Sales of Fragrances by Subsector: Value 2001-2006
Table 72 Sales of Fragrances by Subsector: % Value Growth 2001-2006
Table 73 Fragrances Company Shares by Retail Value 2002-2006
Table 74 Fragrances Brand Shares by Retail Value 2003-2006
Table 75 Forecast Sales of Fragrances by Subsector: Value 2006-2011
Table 76 Forecast Sales of Fragrances by Subsector: % Value Growth 2006-2011
SKIN CARE IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 77 Sales of Skin Care by Subsector: Value 2001-2006
Table 78 Sales of Skin Care by Subsector: % Value Growth 2001-2006
Table 79 Sales of Facial Care by Subsector: Value 2001-2006
Table 80 Sales of Facial Care by Subsector: % Value Growth 2001-2006
Table 81 Sales of Facial Cleansers by Subsector: Value 2001-2006
Table 82 Sales of Facial Cleansers by Subsector: % Value Growth 2001-2006
Table 83 Sales of Body Care by Subsector: Value 2001-2006
Table 84 Sales of Body Care by Subsector: % Value Growth 2001-2006
Table 85 Skin Care Company Shares by Retail Value 2002-2006
Table 86 Skin Care Brand Shares by Retail Value 2003-2006
Table 87 Forecast Sales of Skin Care by Subsector: Value 2006-2011
Table 88 Forecast Sales of Skin Care by Subsector: % Value Growth 2006-2011
Table 89 Forecast Sales of Facial Care by Subsector: Value 2006-2011
Table 90 Forecast Sales of Facial Care by Subsector: % Value Growth 2006-2011
Table 91 Forecast Sales of Facial Cleansers by Subsector: Value 2006-2011
Table 92 Forecast Sales of Facial Cleansers by Subsector: % Value Growth 2006-2011
Table 93 Forecast Sales of Body Care by Subsector: Value 2006-2011
Table 94 Forecast Sales of Body Care by Subsector: % Value Growth 2006-2011
Table 95 Skin Care Premium Vs Mass % Analysis 2001-2006
Table 96 Skin Care Premium Brand Rankings 2006
DEPILATORIES IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 97 Sales of Depilatories by Subsector: Value 2001-2006
Table 98 Sales of Depilatories by Subsector: % Value Growth 2001-2006
Table 99 Depilatories Company Shares by Retail Value 2002-2006
Table 100 Depilatories Brand Shares by Retail Value 2003-2006
Table 101 Forecast Sales of Depilatories by Subsector: Value 2006-2011
Table 102 Forecast Sales of Depilatories by Subsector: % Value Growth 2006-2011
SUN CARE IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 103 Sales of Sun Care by Subsector: Value 2001-2006
Table 104 Sales of Sun Care by Subsector: % Value Growth 2001-2006
Table 105 Sun Care Company Shares by Retail Value 2002-2006
Table 106 Sun Care Brand Shares by Retail Value 2003-2006
Table 107 Forecast Sales of Sun Care by Subsector: Value 2006-2011
Table 108 Forecast Sales of Sun Care by Subsector: % Value Growth 2006-2011
Table 109 Sun Care Premium Vs Mass % Analysis 2001-2006
Table 110 Sun Care Premium Brand Rankings 2006