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Country Report

Colombia Flag Direct Selling in Colombia

| Pages: 36

Price: US$900

About this Report

Executive Summary

TRENDS

  • Over the review period, direct selling in Colombia recorded rapid growth, and continued to appeal to new entrants. In the second semester of 2013, Usana entered to compete with nutritional products with a concept that focuses on health and wellbeing, not only selling products to reduce weight for example, but associated to healthy feeding habits. In addition, the Peruvian company Fuxion, which also focuses on products aimed at improving health through products targeting different areas of the body, arrived in Colombia in 2014.

COMPETITIVE LANDSCAPE

  • Avon, Yanbal and Esika continued as the top three brands within direct selling. They have strong positioning in colour cosmetics and fragrances, and have been able to maintain this leadership supported by constant innovation that allows them to respond rapidly to changing consumer needs and preferences. Companies like Belstar (Esika) and Yanbal focus their portfolio on beauty and personal care products and jewellery, whilst Avon also incorporates apparel and homeware.

PROSPECTS

  • Value sales through direct selling are expected to increase by an average yearly rate of 4% at constant 2014 prices over the forecast period, being lower compared to the average performance of the review period. The channel could face stronger competition from internet retailing, as Colombians are more aware of the advantages of that channel and will be more familiarised with online transactions, and taking advantage of the different payment methods that companies operating in Colombia offer. Nevertheless, direct selling will continue being popular in the country.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Direct Selling industry in Colombia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Direct Selling industry in Colombia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Direct Selling in Colombia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed market shares for international and locally-based retailers
  • Historic values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • Who are the leading retailers in Colombia?
  • How important is direct selling in Colombia?
  • How is the direct selling channel being affected by the growth of internet retailing?
  • What strategies are direct sellers employing to compete in a multi-channel environment?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Retailing market research database.

Table of Contents

Direct Selling in Colombia - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CHANNEL DATA

  • Table 1 Direct Selling by Category: Value 2009-2014
  • Table 2 Direct Selling by Category: % Value Growth 2009-2014
  • Table 3 Direct Selling Company Shares: % Value 2010-2014
  • Table 4 Direct Selling Brand Shares: % Value 2011-2014
  • Table 5 Direct Selling Forecasts by Category: Value 2014-2019
  • Table 6 Direct Selling Forecasts by Category: % Value Growth 2014-2019

Direct Selling in Colombia - Company Profiles

Belstar SA in Retailing (Colombia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 Belstar SA: Key Facts
  • Summary 2 Belstar SA: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 3 Belstar SA: Competitive Position 2014

Novaventa SA in Retailing (Colombia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 4 Novaventa SA: Key Facts
  • Summary 5 Novaventa SA: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 6 Novaventa SA: Competitive Position 2014

Retailing in Colombia - Industry Context

EXECUTIVE SUMMARY

Retailing in Colombia continues to display positive growth

Omni-channel companies emerge

Proximity and discount formats continue outperforming the market

Almacenes Éxito continues to strengthen its position

Retailing will continue to experience dynamism

KEY TRENDS AND DEVELOPMENTS

Economic outlook remains largely positive

Colombia continues to experience rapid growth of shopping centres

Internet retailing continues its strong sales growth

Store cards and co-branded credit cards are important tools to improve access to credit

MARKET INDICATORS

  • Table 7 Employment in Retailing 2009-2014

MARKET DATA

  • Table 8 Sales in Retailing by Store-based vs Non-Store: Value 2009-2014
  • Table 9 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2009-2014
  • Table 10 Sales in Store-based Retailing by Channel: Value 2009-2014
  • Table 11 Store-based Retailing Outlets by Channel: Units 2009-2014
  • Table 12 Sales in Store-based Retailing by Channel: % Value Growth 2009-2014
  • Table 13 Store-based Retailing Outlets by Channel: % Unit Growth 2009-2014
  • Table 14 Sales in Non-Store Retailing by Channel: Value 2009-2014
  • Table 15 Sales in Non-Store Retailing by Channel: % Value Growth 2009-2014
  • Table 16 Sales in Retailing by Grocery vs Non-Grocery: 2009-2014
  • Table 17 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2009-2014
  • Table 18 Sales in Non-Grocery Specialists by Channel: Value 2009-2014
  • Table 19 Non-Grocery Specialists Outlets by Channel: Units 2009-2014
  • Table 20 Sales in Non-Grocery Specialists by Channel: % Value Growth 2009-2014
  • Table 21 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2009-2014
  • Table 22 Retailing Company Shares: % Value 2010-2014
  • Table 23 Retailing Brand Shares: % Value 2011-2014
  • Table 24 Store-based Retailing Company Shares: % Value 2010-2014
  • Table 25 Store-based Retailing Brand Shares: % Value 2011-2014
  • Table 26 Store-based Retailing Brand Shares: Outlets 2011-2014
  • Table 27 Non-Store Retailing Company Shares: % Value 2010-2014
  • Table 28 Non-Store Retailing Brand Shares: % Value 2011-2014
  • Table 29 Non-Grocery Specialists Company Shares: % Value 2010-2014
  • Table 30 Non-Grocery Specialists Brand Shares: % Value 2011-2014
  • Table 31 Non-Grocery Specialists Brand Shares: Outlets 2011-2014
  • Table 32 Non-Grocery Specialists Brand Shares: Selling Space 2011-2014
  • Table 33 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2014-2019
  • Table 34 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2014-2019
  • Table 35 Forecast Sales in Store-based Retailing by Channel: Value 2014-2019
  • Table 36 Forecast Store-based Retailing Outlets by Channel: Units 2014-2019
  • Table 37 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2014-2019
  • Table 38 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2014-2019
  • Table 39 Forecast Sales in Non-Store Retailing by Channel: Value 2014-2019
  • Table 40 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2014-2019
  • Table 41 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2014-2019
  • Table 42 Forecast Sales in Non-Grocery Specialists by Channel: Value 2014-2019
  • Table 43 Forecast Non-Grocery Specialists Outlets by Channel: Units 2014-2019
  • Table 44 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2014-2019
  • Table 45 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2014-2019

APPENDIX

Operating environment

  • Summary 7 Standard Opening Hours by Channel Type 2014

Cash and carry

  • Table 46 Cash and Carry: Value Sales 2009-2014
  • Table 47 Cash and Carry: Value Sales by National Brand Owner 2011-2014
  • Table 48 Cash and Carry: Number of Outlets by National Brand Owner 2011-2014

DEFINITIONS

SOURCES

  • Summary 8 Research Sources

Segmentation

This market research report includes the following:

  • Direct Selling
    • Apparel and Footwear Direct Selling
    • Beauty and Personal Care Direct Selling
    • Consumer Electronics Direct Selling
    • Consumer Healthcare Direct Selling
    • Consumer Appliances Direct Selling
    • Food and Drink Direct Selling
    • Home Care Direct Selling
    • Home Improvement and Gardening Direct Selling
    • Housewares and Home Furnishings Direct Selling
    • Media Products Direct Selling
    • Personal Accessories and Eyewear Direct Selling
    • Pet Care Direct Selling
    • Traditional Toys and Games Direct Selling
    • Video Games Hardware Direct Selling
    • Other Direct Selling

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares

Market size details:

  • Retail value retail selling price excl sales tax % growth
  • Retail value retail selling price excl sales tax local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price excl sales tax per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price incl sales tax % growth
  • Retail value retail selling price incl sales tax local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price incl sales tax per capita local currency, USD, EUR, GBP, CHF, JPY

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