Household Care in Colombia
Euromonitor International's Household Care 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: 94 | Publication date: Sep 2008
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
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Household care products continues on a positive growth path
In 2007, the household care market showed positive growth, driven mainly by air care, dishwashing products, laundry care and chlorine bleach. The positive performance in these categories was due to innovative product launches, increasing competition from private label products and improvements in household income. On the other hand, growth in toilet care products was negatively affected by the strength of substitute products such as multi-purpose cleaners, which are cheaper than specific-use products.
Non-rinse fabric softeners introduced into the Colombian market
Non-rinse fabric softeners were launched in Colombia under the brands Soflan Suavitel sin Enjuague by Colgate-Palmolive & Cia and Downy Libre Enjuague by Procter & Gamble de Colombia SA in 2007. These products target a wide range of consumers. Their competitive price, as well as water-saving feature, makes them attractive to consumers of all income levels, thus boosting volume sales.
Procter & Gamble de Colombia SA leads the market for a third consecutive year
Procter & Gamble de Colombia SA overtook Colgate-Palmolive & Cia as the market leader in 2005, and the company has not looked back. The leading company’s position was solidified by Colgate-Palmolive’s attempts to unload some worldwide household care brands, including Ajax and Fab. Colgate-Palmolive decreased its investment in household care brands, which allowed other players in the market to flourish. The sale of Colgate-Palmolive’s brands in Colombia was delayed as a result of objections by the Super Intendencia de Industria y Comercio, the local governmental organization that regulates companies in the Colombian market. Behind the two large multinational players, the Colombian company Detergentes SA occupied the third position in the market in 2007, and was the leading domestic player. The company enjoyed a steady share during the review period.
Supermarkets/hypermarkets develops new formats
Household care products in Colombia are sold through supermarkets/hypermarkets and small grocery retailers, accounting for a combined 99% share of sales. The acquisition of Carulla Vivero SA, the second leading retailer in Colombia by the retail chain Almacenes Éxito increased the concentration in supermarkets/hypermarkets and subsequently increased price competition within the market. Almacenes Éxito also opened a store in Usme, a large low income area of the capital city, Bogotá. This outlet offers smaller presentations of products, which are affordable for low income consumers, thus competing with independent small grocers. In addition, convenience stores are being developed in Colombia by Colsubsidio, which recently opened a store in Bogotá and is planning to open 21 additional stores in the area. Almacenes Éxito developed a new format, Q’Precios, aimed at competing with independent small grocers, which is a discounter focused on promoting private label products.
Consumption slowdown motivated by contractive policy measures
The forecast period outlook suggests a slight slow-down in overall consumption growth. The household care market is still expected to grow, but at increasingly lower rates during the 2007-2012 forecast period. The slight cooling of the market is motivated by the expectations of an increase in interest rates by the Banco de La República (Colombian central bank). This measure is intended to slow down the exceptionally strong growth in consumption the country saw in 2007, which is causing upward inflationary pressure. The purpose of these monetary policy measures is to avoid an economic crisis and generate moderate but steady growth for the coming years in consumer goods, including household care products.
Table of contents
HOUSEHOLD CARE IN COLOMBIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Household care products continues on a positive growth path
Non-rinse fabric softeners introduced into the Colombian market
Procter & Gamble de Colombia SA leads the market for a third consecutive year
Supermarkets/hypermarkets develops new formats
Consumption slowdown motivated by contractive policy measures
KEY TRENDS AND DEVELOPMENTS
Disease prevention impacts development in household care products
Growth in sales of durable goods is good news for household care products
New chained retail formats alter consumer shopping habits
Newer household care products face challenges from traditional products
Colombian companies continue to increase market share
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Penetration of Private Label by Sector 2003-2007
Table 7 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 9 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - COLOMBIA
AZUL K SA - HOUSEHOLD CARE - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Azul K SA: Key Facts
Summary 3 Azul K SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Azul K SA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Azul K SA: Competitive Position 2007
BEISBOL DE COLOMBIA SCA - HOUSEHOLD CARE - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Beisbol de Colombia SCA: Key Facts
Summary 7 Beisbol de Colombia SCA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 8 Beisbol de Colombia SCA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 9 Beisbol de Colombia SCA: Competitive Position 2007
BRINSA SA - HOUSEHOLD CARE - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Brinsa SA: Key Facts
Summary 11 Brinsa SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Brinsa SA: Competitive Position 2007
CASA LUKER SA - HOUSEHOLD CARE - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Casa Luker SA: Key Facts
Summary 14 Casa Luker SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 15 Casa Luker SA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 16 Casa Luker SA: Competitive Position 2007
DETERGENTES SA - HOUSEHOLD CARE - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 17 Detergentes SA: Key Facts
Summary 18 Detergentes SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 19 Detergentes SA: Competitive Position 2007
LAUNDRY CARE IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2002-2007
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2002-2007
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 14 Sales of Laundry Detergents by Type: Value 2002-2007
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2007
Table 17 Sales of Laundry Aids by Type: Value 2002-2007
Table 18 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 19 Laundry Care Company Shares 2003-2007
Table 20 Laundry Care Brand Shares 2004-2007
Table 21 Laundry Detergents Company Shares 2003-2007
Table 22 Laundry Detergents Brand Shares 2004-2007
Table 23 Laundry Aids Company Shares 2003-2007
Table 24 Laundry Aids Brand Shares 2004-2007
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2002-2007
SECTOR DATA
Table 28 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 30 Dishwashing Products Company Shares 2003-2007
Table 31 Dishwashing Products Brand Shares 2004-2007
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2002-2007
Table 35 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 36 Sales of Wipes by Type: Value 2002-2007
Table 37 Sales of Wipes by Type: % Value Growth 2002-2007
Table 38 Surface Care Company Shares 2003-2007
Table 39 Surface Care Brand Shares 2004-2007
Table 40 Wipes Company Shares 2003-2007
Table 41 Wipes Brand Shares 2004-2007
Table 42 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Chlorine Bleach: Value 2002-2007
Table 45 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 46 Chlorine Bleach Company Shares 2003-2007
Table 47 Chlorine Bleach Brand Shares 2004-2007
Table 48 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 49 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 50 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 51 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 52 Toilet Care Products Company Shares 2003-2007
Table 53 Toilet Care Products Brand Shares 2004-2007
Table 54 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 55 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Polishes by Subsector: Value 2002-2007
Table 57 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 58 Polishes Company Shares 2003-2007
Table 59 Polishes Brand Shares 2004-2007
Table 60 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 61 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Air Care by Subsector: Value 2002-2007
Table 63 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 64 Air Care Fragrances Rankings by Value 2006-2007
Table 65 Air Care Company Shares 2003-2007
Table 66 Air Care Brand Shares 2004-2007
Table 67 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 68 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Sales of Insecticides by Subsector: Value 2002-2007
Table 70 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 71 Spray Insecticides by Type: %Value Breakdown 2006-2007
Table 72 Insecticides Company Shares 2003-2007
Table 73 Insecticides Brand Shares 2004-2007
Table 74 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 75 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012