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: 92 | Publication date: Oct 2006
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
Modest growth in constant value terms
Despite reactivation of domestic consumption, unit prices for household cleaning products in Colombia remain low, especially in laundry detergents, which account for more than the half of the market's total value. The household care market saw moderate growth in 2005. Manufacturers and retailers invested heavily in price promotions in order to encourage Colombian consumers to maintain consumption. However, health and wellness trends, and image consciousness among consumers, are taking expenditure from household care products to other offerings such as personal care or cosmetics and toiletries. In order to jumpstart growth, manufacturers must find ways to incorporate the health & wellness or image consciousness trend into household care.
JGB returns to chlorine bleach
After eight years JGB SA is back in the chlorine bleach environment. JGB SA is a domestic company that has been present in the household care market for more than 70 years. It has interests in personal care, OTC healthcare products, disposable paper products and packaged food. In 1997, JGB sold its Limpido brand, one of the leaders in chlorine bleach, to Clorox de Colombia SA. As a result JGB left the household care market for eight years. In 2005, however, JGB launched its new brand – Yes – in chlorine bleach, hoping to gain a 10% value share by the end of 2006.
As a company, JGB changed its strategic direction from 2002, and doubled its net sales by 2005. Despite being perceived as a follower company, JGB is doing well and is expected to extend its Yes brand into surface care and colour safe laundry bleach. JGB also has an interest in expanding into other areas such as skin care. It is to launch a skin care brand called Naturalia in mid 2006.
Only air care offers aesthetic products
Air care was the most dynamic product type in 2005. All formats, including gel, spray, electric air fresheners and candles, saw very well-received new launches based on improved formats and aesthetic attributes. Unsurprisingly, the leader of this innovation was SC Johnson & Son Colombiana SA. Glade Wisp, Oust and Glade Toque Mini – a concentrated aerosol – were some of the launches that supported the good growth demonstrated by air care in both volume and value terms, despite all these products having high prices. The performance of air care illustrated that consumers are seeking value-added, aesthetic and lifestyle products.
Colgate forced to invest in Fab
After the strategic change in Colgate-Palmolive in 2003, and the acquisition of its brands in household care in different countries by Procter & Gamble and Henkel, acquisition of its brand in Colombia was also expected. In 2004 Procter & Gamble wanted to acquire Colgate's brands in Colombia, but this was not possible due to the Superintendencia de Industria y Comercio (SICC – Colombian Superintendence of Industry and Commerce) voicing objections, citing the monopoly position Procter & Gamble would acquire as a result of such an agreement. As a result, Colgate-Palmolive had to change its strategy, investing in its Fab brand, launching new offerings such as Fab Fantasía Cítrica in 2005.
Independents and supermarkets dominate distribution
Grocery channels are increasingly important in retail distribution as Colombian consumers have different preferences depending on their income level. However, they generally seek products at low prices, promotions and the convenience of 1-stop shopping trips. These preferences encourage sales through independent and supermarkets/hypermarkets. Increased vehicle ownership has also raised consumers' ability to visit supermarkets and hypermarkets.
Table of contents
HOUSEHOLD CARE IN COLOMBIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Modest growth in constant value terms
JGB returns to chlorine bleach
Only air care offers aesthetic products
Colgate forced to invest in Fab
Independents and supermarkets dominate distribution
KEY TRENDS AND DEVELOPMENTS
Increased consumer confidence
Growth of private label products
Growing competition between domestic and multinational companies
Green trend evolving
MARKET INDICATORS
Table 1 Households 2000-2005
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2000-2005
Table 3 Sales of Household Care by Sector: % Value Growth 2000-2005
Table 4 Household Care Company Shares 2001-2005
Table 5 Household Care Brand Shares 2002-2005
Table 6 Sales of Household Care by Distribution Format: % Analysis 1999/2004
Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2004
Table 8 Penetration of Private Label by Sector 2001- 2004
Table 9 Forecast Sales of Household Care by Sector: Value 2005-2010
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2005-2010
DEFINITIONS
LOCAL COMPANY PROFILES - COLOMBIA
AZUL K SA - HOUSEHOLD CARE - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Azul K SA: Key Facts
Summary 2 Azul K SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 3 Azul K SA Production Statistics 2004
COMPETITIVE POSITIONING
BEISBOL DE COLOMBIA SCA - HOUSEHOLD CARE - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Beisbol de Colombia SCA: Key Facts
Summary 5 Beisbol de Colombia SCA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 6 Beisbol de Colombia SCA: Production Statistics 2004
COMPETITIVE POSITIONING
Summary 7 Beisbol de Colombia: Competitive Position 2005
BRINSA SA - HOUSEHOLD CARE - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Brinsa SA: Key Facts
Summary 9 Brinsa SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Brinsa SA: Competitive Position 2005
CASA LUKER SA - HOUSEHOLD CARE - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Casa Luker SA: Key Facts
Summary 12 Casa Luker SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 13 Casa Luker SA: Production Statistics 2004
COMPETITIVE POSITIONING
DETERGENTES SA - HOUSEHOLD CARE - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Detergentes SA: Key Facts
Summary 15 Detergentes SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Detergentes SA: Competitive Position 2005
LAUNDRY CARE IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2000-2005
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2000-2005
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2000-2005
Table 14 Laundry Care Company Shares 2001-2005
Table 15 Laundry Care Brand Shares 2002-2005
Table 16 Forecast Sales of Laundry Care by Subsector: Value 2005-2010
Table 17 Forecast Sales of Laundry Care by Subsector: % Value Growth 2005-2010
Table 18 Sales of Laundry Detergents by Type: Value 2000-2005
Table 19 Sales of Laundry Detergents by Type: % Value Growth 2000-2005
Table 20 Laundry Detergents Company Shares 2001-2005
Table 21 Laundry Detergents Brand Shares 2002-2005
Table 22 Sales of Fabric Softeners by Type: Value 2000-2005
Table 23 Sales of Fabric Softeners by Type: % Value Growth 2000-2005
Table 24 Fabric Softeners Brand Shares 2002-2005
Table 25 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2005
Table 26 Sales of Laundry Aids by Type: Value 2000-2005
Table 27 Sales of Laundry Aids by Type: % Value Growth 2000-2005
Table 28 Laundry Aids Company Shares 2001-2005
Table 29 Laundry Aids Brand Shares 2002-2005
DISHWASHING PRODUCTS IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 30 Household Penetration of Dishwashers 2000-2005
SECTOR DATA
Table 31 Sales of Dishwashing Products by Subsector: Value 2000-2005
Table 32 Sales of Dishwashing Products by Subsector: % Value Growth 2000-2005
Table 33 Dishwashing Products Company Shares 2001-2005
Table 34 Dishwashing Products Brand Shares 2002-2005
Table 35 Forecast Sales of Dishwashing Products by Subsector: Value 2005-2010
Table 36 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2005-2010
SURFACE CARE IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 37 Sales of Surface Care by Subsector: Value 2000-2005
Table 38 Sales of Surface Care by Subsector: % Value Growth 2000-2005
Table 39 Surface Care Company Shares 2001-2005
Table 40 Surface Care Brand Shares 2002-2005
Table 41 Forecast Sales of Surface Care by Subsector: Value 2005-2010
Table 42 Forecast Sales of Surface Care by Subsector: % Value Growth 2005-2010
Table 43 Sales of Wipes by Type: Value 2000-2005
Table 44 Sales of Wipes by Type: % Value Growth 2000-2005
Table 45 Wipes Company Shares 2001-2005
Table 46 Wipes Brand Shares 2002-2005
CHLORINE BLEACH IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 47 Sales of Chlorine Bleach: Value 2000-2005
Table 48 Sales of Chlorine Bleach: % Value Growth 2000-2005
Table 49 Chlorine Bleach Company Shares 2001-2005
Table 50 Chlorine Bleach Brand Shares 2002-2005
Table 51 Forecast Sales of Chlorine Bleach: Value 2005-2010
Table 52 Forecast Sales of Chlorine Bleach: % Value Growth 2005-2010
TOILET CARE PRODUCTS IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 53 Sales of Toilet Care Products by Subsector: Value 2000-2005
Table 54 Sales of Toilet Care Products by Subsector: % Value Growth 2000-2005
Table 55 Toilet Care Products Company Shares 2001-2005
Table 56 Toilet Care Products Brand Shares 2002-2005
Table 57 Forecast Sales of Toilet Care Products by Subsector: Value 2005-2010
Table 58 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2005-2010
POLISHES IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 59 Sales of Polishes by Subsector: Value 2000-2005
Table 60 Sales of Polishes by Subsector: % Value Growth 2000-2005
Table 61 Polishes Company Shares 2001-2005
Table 62 Polishes Brand Shares 2002-2005
Table 63 Forecast Sales of Polishes by Subsector: Value 2005-2010
Table 64 Forecast Sales of Polishes by Subsector: % Value Growth 2005-2010
AIR CARE IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 65 Sales of Air Care by Subsector: Value 2000-2005
Table 66 Sales of Air Care by Subsector: % Value Growth 2000-2005
Table 67 Air Care Company Shares 2001-2005
Table 68 Air Care Brand Shares 2002-2005
Table 69 Forecast Sales of Air Care by Subsector: Value 2005-2010
Table 70 Forecast Sales of Air Care by Subsector: % Value Growth 2005-2010
INSECTICIDES IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 71 Sales of Insecticides by Subsector: Value 2000-2005
Table 72 Sales of Insecticides by Subsector: % Value Growth 2000-2005
Table 73 Insecticides Company Shares 2001-2005
Table 74 Insecticides Brand Shares 2002-2005
Table 75 Forecast Sales of Insecticides by Subsector: Value 2005-2010
Table 76 Forecast Sales of Insecticides by Subsector: % Value Growth 2005-2010