Beauty and Personal Care in Colombia

Beauty and Personal Care in Colombia

EXECUTIVE SUMMARY

Economic recovery helps market achieve modest annual growth

Multifunctional products on the rise

Hard discounters and pharmacies continue to gain ground

Trend for natural products sign of consumers’ general health consciousness

Informed consumers and better shopping experiences drive growth in all beauty categories

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2012-2017
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2014-2017
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2012-2017
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2012-2017
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in Colombia

HEADLINES

PROSPECTS

New players drive baby and child-specific products

Premium segment shows great potential

Natural ingredients are key

COMPETITIVE LANDSCAPE

Johnson & Johnson de Colombia SA remains category leader

Unilever enters category

Local competitors strengthen their positions

CATEGORY DATA

Table 11 Sales of Baby and Child-specific Products by Category: Value 2012-2017
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2012-2017
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2012-2017
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2013-2017
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2014-2017
Table 16 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2014-2017
Table 17 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2014-2017
Table 18 Forecast Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 19 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 20 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022

Bath and Shower in Colombia

HEADLINES

PROSPECTS

Consumers shifting to liquid formats

Intimate hygiene becomes a priority

Mass brands compete with premium ones by becoming more and more sophisticated

COMPETITIVE LANDSCAPE

Multinationals lead category

Domestic attempts to differentiate

Joint ventures to boost sales

CATEGORY DATA

Table 21 Sales of Bath and Shower by Category: Value 2012-2017
Table 22 Sales of Bath and Shower by Category: % Value Growth 2012-2017
Table 23 Sales of Bath and Shower by Premium vs Mass: % Value 2012-2017
Table 24 NBO Company Shares of Bath and Shower: % Value 2013-2017
Table 25 LBN Brand Shares of Bath and Shower: % Value 2014-2017
Table 26 LBN Brand Shares of Premium Bath and Shower: % Value 2014-2017
Table 27 Forecast Sales of Bath and Shower by Category: Value 2017-2022
Table 28 Forecast Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 29 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022

Colour Cosmetics in Colombia

HEADLINES

PROSPECTS

Influencers on social media provide inspiration

Rising demand for professional cosmetics

Cosmetics and skin care industries develop together

COMPETITIVE LANDSCAPE

Freestanding stores expected to grow

Mary Kay drives category as new player

Strong advertising though all channels motivates consumer purchases

CATEGORY DATA

Table 30 Sales of Colour Cosmetics by Category: Value 2012-2017
Table 31 Sales of Colour Cosmetics by Category: % Value Growth 2012-2017
Table 32 Sales of Colour Cosmetics by Premium vs Mass: % Value 2012-2017
Table 33 NBO Company Shares of Colour Cosmetics: % Value 2013-2017
Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2014-2017
Table 35 LBN Brand Shares of Eye Make-up: % Value 2014-2017
Table 36 LBN Brand Shares of Facial Make-up: % Value 2014-2017
Table 37 LBN Brand Shares of Lip Products: % Value 2014-2017
Table 38 LBN Brand Shares of Nail Products: % Value 2014-2017
Table 39 LBN Brand Shares of Premium Colour Cosmetics: % Value 2014-2017
Table 40 Forecast Sales of Colour Cosmetics by Category: Value 2017-2022
Table 41 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 42 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2017-2022

Deodorants in Colombia

HEADLINES

PROSPECTS

New formulations for specific concerns

Clinical deodorants drive growth

Roll-on is most valued format

COMPETITIVE LANDSCAPE

International companies lead innovation

New product launches

Few premium brands and private label lines

CATEGORY DATA

Table 43 Sales of Deodorants by Category: Value 2012-2017
Table 44 Sales of Deodorants by Category: % Value Growth 2012-2017
Table 45 Sales of Deodorants by Premium vs Mass: % Value 2012-2017
Table 46 NBO Company Shares of Deodorants: % Value 2013-2017
Table 47 LBN Brand Shares of Deodorants: % Value 2014-2017
Table 48 LBN Brand Shares of Premium Deodorants: % Value 2014-2017
Table 49 Forecast Sales of Deodorants by Category: Value 2017-2022
Table 50 Forecast Sales of Deodorants by Category: % Value Growth 2017-2022
Table 51 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2017-2022

Depilatories in Colombia

HEADLINES

PROSPECTS

Preference for traditional methods

Increasing product awareness and penetration

COMPETITIVE LANDSCAPE

Procter & Gamble leads category innovation

Gentle formulations have room for growth

Formulations drive demand for organic and natural

CATEGORY DATA

Table 52 Sales of Depilatories by Category: Value 2012-2017
Table 53 Sales of Depilatories by Category: % Value Growth 2012-2017
Table 54 Sales of Women's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 55 NBO Company Shares of Depilatories: % Value 2013-2017
Table 56 LBN Brand Shares of Depilatories: % Value 2014-2017
Table 57 Forecast Sales of Depilatories by Category: Value 2017-2022
Table 58 Forecast Sales of Depilatories by Category: % Value Growth 2017-2022

Fragrances in Colombia

HEADLINES

PROSPECTS

Gap between mass and premium closing

Oriental fragrances expected to rise

Healthy dynamism due to volatile currency

COMPETITIVE LANDSCAPE

New stores and distributors boost category expansion

Direct selling leads mass fragrances

Advertising essential due to intense competitive environment

CATEGORY DATA

Table 59 Sales of Fragrances by Category: Value 2012-2017
Table 60 Sales of Fragrances by Category: % Value Growth 2012-2017
Table 61 NBO Company Shares of Fragrances: % Value 2013-2017
Table 62 LBN Brand Shares of Fragrances: % Value 2014-2017
Table 63 LBN Brand Shares of Premium Men's Fragrances: % Value 2014-2017
Table 64 LBN Brand Shares of Premium Women's Fragrances: % Value 2014-2017
Table 65 Forecast Sales of Fragrances by Category: Value 2017-2022
Table 66 Forecast Sales of Fragrances by Category: % Value Growth 2017-2022

Hair Care in Colombia

HEADLINES

PROSPECTS

Innovation will drive growth in hair care

More professional offerings expected to enter

Consumers drawn to products with multifunctional benefits

COMPETITIVE LANDSCAPE

Dermocosmetics sees more tailored approach

Unilever extends portfolio

New packaging sizes to meet consumer demands

CATEGORY DATA

Table 67 Sales of Hair Care by Category: Value 2012-2017
Table 68 Sales of Hair Care by Category: % Value Growth 2012-2017
Table 69 Sales of Hair Care by Premium vs Mass: % Value 2012-2017
Table 70 NBO Company Shares of Hair Care: % Value 2013-2017
Table 71 NBO Company Shares of Salon Hair Care: % Value 2013-2017
Table 72 LBN Brand Shares of Hair Care: % Value 2014-2017
Table 73 LBN Brand Shares of Colourants: % Value 2014-2017
Table 74 LBN Brand Shares of Salon Professional Hair Care: % Value 2014-2017
Table 75 LBN Brand Shares of Styling Agents: % Value 2014-2017
Table 76 LBN Brand Shares of Premium Hair Care: % Value 2014-2017
Table 77 Forecast Sales of Hair Care by Category: Value 2017-2022
Table 78 Forecast Sales of Hair Care by Category: % Value Growth 2017-2022
Table 79 Forecast Sales of Hair Care by Premium vs Mass: % Value 2017-2022

Mass Beauty and Personal Care in Colombia

HEADLINES

PROSPECTS

Mass hair care is largest subcategory due to strong competition and segmentation

Wide range of options and prices

Fragrances is mature subcategory

COMPETITIVE LANDSCAPE

Door-to-door retailing leads mass beauty and personal care

Traditional retail has to adapt to the competition

Unilever strengthens its beauty and personal care share

CATEGORY DATA

Table 80 Sales of Mass Beauty and Personal Care by Category: Value 2012-2017
Table 81 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 82 NBO Company Shares of Mass Beauty and Personal Care: % Value 2013-2017
Table 83 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2014-2017
Table 84 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 85 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022

Men's Grooming in Colombia

HEADLINES

PROSPECTS

Men slowly adopt grooming routines

Developing simple and multifunctional products for men to actively engage them

Women as purchase influencers

COMPETITIVE LANDSCAPE

Redesigning stores and marketing strategies to meet male grooming needs

Procter & Gamble leads men’s grooming

Brands adapt to male beauty demands

CATEGORY DATA

Table 86 Sales of Men’s Grooming by Category: Value 2012-2017
Table 87 Sales of Men’s Grooming by Category: % Value Growth 2012-2017
Table 88 Sales of Men's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 89 Sales of Men's Skin Care by Type: % Value Breakdown 2014-2017
Table 90 NBO Company Shares of Men’s Grooming: % Value 2013-2017
Table 91 LBN Brand Shares of Men’s Grooming: % Value 2014-2017
Table 92 LBN Brand Shares of Men's Razors and Blades: % Value 2014-2017
Table 93 Forecast Sales of Men’s Grooming by Category: Value 2017-2022
Table 94 Forecast Sales of Men’s Grooming by Category: % Value Growth 2017-2022

Oral Care in Colombia

HEADLINES

PROSPECTS

Dynamism will be driven by consumer awareness of dental health spreading

Increased consumer preference for whitening products

Denture care is developing in Colombia

COMPETITIVE LANDSCAPE

Local companies invest to increase share

Colgate leads oral care

Economic slowdown leads to private label rise

CATEGORY DATA

Table 95 Sales of Oral Care by Category: Value 2012-2017
Table 96 Sales of Oral Care by Category: % Value Growth 2012-2017
Table 97 Sales of Toothbrushes by Category: Value 2012-2017
Table 98 Sales of Toothbrushes by Category: % Value Growth 2012-2017
Table 99 Sales of Toothpaste by Type: % Value Breakdown 2013-2017
Table 100 NBO Company Shares of Oral Care: % Value 2013-2017
Table 101 LBN Brand Shares of Oral Care: % Value 2014-2017
Table 102 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2014-2017
Table 103 LBN Brand Shares of Toothpaste: % Value 2014-2017
Table 104 Forecast Sales of Oral Care by Category: Value 2017-2022
Table 105 Forecast Sales of Oral Care by Category: % Value Growth 2017-2022
Table 106 Forecast Sales of Toothbrushes by Category: Value 2017-2022
Table 107 Forecast Sales of Toothbrushes by Category: % Value Growth 2017-2022

Premium Beauty and Personal Care in Colombia

HEADLINES

PROSPECTS

Active ingredients boost sales growth

Targeting millennials through digital communication

Premium fragrances is an accessible luxury segment

COMPETITIVE LANDSCAPE

Rise in retail and distribution channels focused on premium quality beauty brands

L'Oréal leads sales of premium products

CATEGORY DATA

Table 108 Sales of Premium Beauty and Personal Care by Category: Value 2012-2017
Table 109 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 110 NBO Company Shares of Premium Beauty and Personal Care: % Value 2013-2017
Table 111 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2014-2017
Table 112 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 113 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022

Skin Care in Colombia

HEADLINES

PROSPECTS

Consumers seek quality and value

Increased demand for natural skin care, with clean labels prominent

Sun protection a must in skin care

COMPETITIVE LANDSCAPE

Dermocosmetic brands expected to accelerate in the future

Direct selling competes aggressively for consumer awareness

Private label increases share in body care

CATEGORY DATA

Table 114 Sales of Skin Care by Category: Value 2012-2017
Table 115 Sales of Skin Care by Category: % Value Growth 2012-2017
Table 116 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 117 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 118 Sales of Facial Moisturisers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 119 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 120 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 121 NBO Company Shares of Skin Care: % Value 2013-2017
Table 122 LBN Brand Shares of Skin Care: % Value 2014-2017
Table 123 LBN Brand Shares of Facial Moisturisers: % Value 2014-2017
Table 124 LBN Brand Shares of Anti-agers: % Value 2014-2017
Table 125 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2014-2017
Table 126 LBN Brand Shares of General Purpose Body Care: % Value 2014-2017
Table 127 LBN Brand Shares of Premium Skin Care: % Value 2014-2017
Table 128 Forecast Sales of Skin Care by Category: Value 2017-2022
Table 129 Forecast Sales of Skin Care by Category: % Value Growth 2017-2022

Sun Care in Colombia

HEADLINES

PROSPECTS

Increased cases of skin cancer help raise consumer awareness

Multifunctional offerings drive category growth

Baby sun care shows great potential

COMPETITIVE LANDSCAPE

Premium and mass sun care gap closing

Johnson & Johnson leads sun care in both adult and children’s segments

CATEGORY DATA

Table 130 Sales of Sun Care by Category: Value 2012-2017
Table 131 Sales of Sun Care by Category: % Value Growth 2012-2017
Table 132 Sales of Sun Care by Premium vs Mass: % Value 2012-2017
Table 133 NBO Company Shares of Sun Care: % Value 2013-2017
Table 134 LBN Brand Shares of Sun Care: % Value 2014-2017
Table 135 LBN Brand Shares of Premium Adult Sun Care: % Value 2014-2017
Table 136 Forecast Sales of Sun Care by Category: Value 2017-2022
Table 137 Forecast Sales of Sun Care by Category: % Value Growth 2017-2022
Table 138 Forecast Sales of Sun Care by Premium vs Mass: % Value 2017-2022

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