Only a partial recovery was recorded in sales of bottled water in Colombia during 2021 after strong sales declines were recorded in the category during 2020. Indeed, throughout the year demand remained suppressed in the major categories of carbonated purified bottled water and still purified bottled water and this can be attributed mainly to consumer perceptions that these categories represent poor value for money, especially in comparison with the free potable tap water that is available in many parts of the country.
At the end of the review period, sparkling flavoured bottled water remained a relatively small category of bottled water in Colombia. Nevertheless, all brands present in the category performed well during 2021 as the strong growth being recorded from a low base benefited numerous players.
One of the more interesting consumer trends to emerge from the COVID-19 pandemic is that Colombians are becoming more interested in affordable indulgence. This can be regarded as the natural reaction to stressful and difficult times, with the added pressure that has emerged from the COVID-19 situation encouraging many consumers to take the opportunity to consume indulgent types of soft drinks such as carbonates or juices on a more regular basis.
The forecast period is expected to see the leading brands in bottled water focus their investment in the development of their digital marketing and e-commerce operations, while a much greater focus on sustainability issues is expected to emerge in the category as well. Greater investment in digital marketing and e-commerce is likely to focus on making the most of the opportunities that now exist to target increasing levels of at-home consumption of bottled water and take full advantage of the growing consumer interest in e-commerce generally.
Bottled water is set to continue to benefit from the health and wellness trend during the forecast period, with the category’s status as the healthiest type of soft drinks expected to present numerous opportunities for growth and development. The COVID-19 pandemic has sharpened the focus of many Colombians and the importance of maintaining a diet for good overall health and strong immunity, and this is likely to encourage consumers to seek out the soft drinks with the strongest health credentials, with the naturally healthy positioning of bottled water expected to be a major asset within this context.
During the forecast period, flavoured bottled water is slated to register among the strongest growth rates of any category of bottled water. The strong performance anticipated in flavoured bottled water is expected to be spurred mainly by new product launches, with all of the country’s leading bottled water brands having already looked to flavoured bottled water as a way to modernise their image and expand their respective consumer bases whilst extending potential consumption occasions for bottled water.
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Understand the latest market trends and future growth opportunities for the Bottled Water industry in Colombia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bottled Water industry in Colombia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This category is the aggregation of still bottled water (spring, mineral & purified), carbonated bottled water (spring, mineral & purified), flavoured bottled water and functional bottled water. Bulk bottled water is split out separately. It is defined as packaged drinking water – purified, spring or mineral – that is packaged in a container of 8 litres or larger. The bulk bottled water data types apply to Still Bottled Water and Carbonated Bottled Water but do not apply to functional or flavoured bottled water. Bulk water is classified according to the new Bulk retail volume and Bulk retail value data type regardless of channel of sale: bulk water sold via retail locations and bulk water delivered direct to a consumer’s home is included. Bulk water sold to institutions (offices, schools etc.) remains excluded.See All of Our Definitions
This report originates from Passport, our Bottled Water research and analysis database.
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