Consumer Health in Colombia

Consumer Health in Colombia

EXECUTIVE SUMMARY

COVID-19 impact on consumer health

COVID-19 country impact

Company response

Retailing shift

What next for consumer health?

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2015-2020
Table 2 Life Expectancy at Birth 2015-2020

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2015-2020
Table 4 Sales of Consumer Health by Category: % Value Growth 2015-2020
Table 5 NBO Company Shares of Consumer Health: % Value 2016-2020
Table 6 LBN Brand Shares of Consumer Health: % Value 2017-2020
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2015-2020
Table 8 Distribution of Consumer Health by Format: % Value 2015-2020
Table 9 Distribution of Consumer Health by Format and Category: % Value 2020
Table 10 Forecast Sales of Consumer Health by Category: Value 2020-2025
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2020-2025

APPENDIX

OTC registration and classification

Vitamins and dietary supplements registration and classification

Self-medication/self-care and preventive medicine

Switches

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

DEFINITIONS

SOURCES

Summary 1 Research Sources

Analgesics in Colombia

KEY DATA FINDINGS

2020 IMPACT

Initial media reports strongly influence consumer behaviour in terms of choosing analgesics in 2020

Acetaminophen rises as the more trusted pain reliever, while combination products record more impressive growth

Multinationals struggle with supply chain

RECOVERY AND OPPORTUNITIES

Demand for analgesics will gradually return to normalisation in terms of consumer purchasing patterns over forecast period

Branded analgesics likely to retain preference despite offer of cheaper generics

Marginal improvement for aspirin after declines over the review period

CATEGORY DATA

Table 12 Sales of Analgesics by Category: Value 2015-2020
Table 13 Sales of Analgesics by Category: % Value Growth 2015-2020
Table 14 NBO Company Shares of Analgesics: % Value 2016-2020
Table 15 LBN Brand Shares of Analgesics: % Value 2017-2020
Table 16 Forecast Sales of Analgesics by Category: Value 2020-2025
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2020-2025

Cough, Cold and Allergy (Hay Fever) Remedies in Colombia

KEY DATA FINDINGS

2020 IMPACT

Stockpiling during initial stages of pandemic boosts 2020 sales

Preventative advertising boosts demand for flu-related products

Smaller players make gains in dynamic categories in 2020

RECOVERY AND OPPORTUNITIES

Increasing self-medication trend to support further demand

Cross-border opportunities gain local players’ attention

Ongoing strong growth for antihistamines/allergy remedies driven by pollution and rising cases of seasonal allergies

CATEGORY DATA

Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2015-2020
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2015-2020
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2020
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2017-2020
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025

Digestive Remedies in Colombia

KEY DATA FINDINGS

2020 IMPACT

Home seclusion reduces demand for number of digestive remedies but stress-related disorders support sales of others

Colombians trust OTC digestive remedies to treat common gastrointestinal symptoms

Tecnoquímicas retains leadership due to strength in largest value category of antacids

RECOVERY AND OPPORTUNITIES

Post-pandemic activity likely to drive increasing demand for digestive remedies

Communication strategies to focus on benefits and health features

Consumer education and preventative solutions could reduce need for digestive remedies in longer term

CATEGORY DATA

Table 24 Sales of Digestive Remedies by Category: Value 2015-2020
Table 25 Sales of Digestive Remedies by Category: % Value Growth 2015-2020
Table 26 NBO Company Shares of Digestive Remedies: % Value 2016-2020
Table 27 LBN Brand Shares of Digestive Remedies: % Value 2017-2020
Table 28 Forecast Sales of Digestive Remedies by Category: Value 2020-2025
Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2020-2025

Dermatologicals in Colombia

KEY DATA FINDINGS

2020 IMPACT

Consumers hesitant to self-medicate for serious skin issues without prior consultation with dermatologists, made difficult by pandemic

Upturn in demand for more treatable skin conditions in the home

Leader Genomma Lab continues to expand distribution and marketing for Medicasp

RECOVERY AND OPPORTUNITIES

Undynamic performance predicted but more popular dermatologicals will continue to grow

Consumer education is key to boost preventative solutions

Sustainable solutions to emerge as differentiator amongst players

CATEGORY DATA

Table 30 Sales of Dermatologicals by Category: Value 2015-2020
Table 31 Sales of Dermatologicals by Category: % Value Growth 2015-2020
Table 32 NBO Company Shares of Dermatologicals: % Value 2016-2020
Table 33 LBN Brand Shares of Dermatologicals: % Value 2017-2020
Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2017-2020
Table 35 Forecast Sales of Dermatologicals by Category: Value 2020-2025
Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2020-2025

NRT Smoking Cessation Aids in Colombia

KEY DATA FINDINGS

2020 IMPACT

Social perception and preventative health supports category’s performance

Governmental actions seeks to reduce smoking habits

Johnson & Johnson retains dominance in underdeveloped category

RECOVERY AND OPPORTUNITIES

Undynamic performance with high prices a discouraging factor for low-income smokers

Bayer helps to generate awareness on Aspirina website despite not being present in NRT smoking cessation aids

Vaping is gaining ground in Colombia and could offer indirect competition

CATEGORY INDICATORS

Table 37 Number of Smokers by Gender 2015-2020

CATEGORY DATA

Table 38 Sales of NRT Smoking Cessation Aids by Category: Value 2015-2020
Table 39 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2015-2020
Table 40 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2016-2020
Table 41 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2017-2020
Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2020-2025
Table 43 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2020-2025

Sleep Aids in Colombia

KEY DATA FINDINGS

2020 IMPACT

Pandemic exacerbates sleep disorders amongst Colombian population

Sleep issues a deep-rooted problem in Colombia

Fairly consolidated competitive landscape amongst established players but smaller brands continue to make gains

RECOVERY AND OPPORTUNITIES

Slowing demand despite likelihood of ongoing sleep issues

Herbal/traditional sleep aids dominate category as many consumers attempt to avoid dependency

Alternative solutions to sleep aids increasingly available

CATEGORY DATA

Table 44 Sales of Sleep Aids: Value 2015-2020
Table 45 Sales of Sleep Aids: % Value Growth 2015-2020
Table 46 NBO Company Shares of Sleep Aids: % Value 2016-2020
Table 47 LBN Brand Shares of Sleep Aids: % Value 2017-2020
Table 48 Forecast Sales of Sleep Aids: Value 2020-2025
Table 49 Forecast Sales of Sleep Aids: % Value Growth 2020-2025

Eye Care in Colombia

KEY DATA FINDINGS

2020 IMPACT

Home seclusion and work from home increase eye stress and fatigue

Reduced ophthalmologist consultations due to COVID-19

Consolidated competitive landscape with Laboratorios Alcon de Colombia strengthening overall leadership

RECOVERY AND OPPORTUNITIES

Number of factors to continue supporting demand for eye care over the forecast period

Efforts to raise awareness of eye care to boost preventative consultations

Longer screen time is boosting complementary products such as blue light spectacles

CATEGORY DATA

Table 50 Sales of Eye Care by Category: Value 2015-2020
Table 51 Sales of Eye Care by Category: % Value Growth 2015-2020
Table 52 NBO Company Shares of Eye Care: % Value 2016-2020
Table 53 LBN Brand Shares of Eye Care: % Value 2017-2020
Table 54 Forecast Sales of Eye Care by Category: Value 2020-2025
Table 55 Forecast Sales of Eye Care by Category: % Value Growth 2020-2025

Wound Care in Colombia

KEY DATA FINDINGS

2020 IMPACT

Demand for wound care increases as Colombians spend more time at home

Diabetes and other conditions increase preventative and healing wound care demand

Tecnoquímicas strengthens leadership of wound care with wide distribution network

RECOVERY AND OPPORTUNITIES

Demand for wound care set to return to greater levels of normalisation

Wound care could see further expansion with new brands

Use of fireworks also drives demand of wound care in times of celebration

CATEGORY DATA

Table 56 Sales of Wound Care by Category: Value 2015-2020
Table 57 Sales of Wound Care by Category: % Value Growth 2015-2020
Table 58 NBO Company Shares of Wound Care: % Value 2016-2020
Table 59 LBN Brand Shares of Wound Care: % Value 2017-2020
Table 60 Forecast Sales of Wound Care by Category: Value 2020-2025
Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2020-2025

Vitamins in Colombia

KEY DATA FINDINGS

2020 IMPACT

Pandemic increases awareness of wellbeing and consumer trust in vitamins as complementary solutions

Immunity top of mind amongst consumers during pandemic

Fairly consolidated amongst top three, but competitors gain share

RECOVERY AND OPPORTUNITIES

Prevention will continue to drive sales in early part of the forecast period

E-commerce continues to gradually gain share through competitive prices

Multivitamins will continue to record weaker performance due to increasing competition

CATEGORY DATA

Table 62 Sales of Vitamins by Category: Value 2015-2020
Table 63 Sales of Vitamins by Category: % Value Growth 2015-2020
Table 64 Sales of Multivitamins by Positioning: % Value 2015-2020
Table 65 NBO Company Shares of Vitamins: % Value 2016-2020
Table 66 LBN Brand Shares of Vitamins: % Value 2017-2020
Table 67 Forecast Sales of Vitamins by Category: Value 2020-2025
Table 68 Forecast Sales of Vitamins by Category: % Value Growth 2020-2025

Dietary Supplements in Colombia

KEY DATA FINDINGS

2020 IMPACT

Preventative solutions also sought from dietary supplements in 2020

Probiotic supplements continues to experience strong demand

Direct sellers retain strength despite operational challenges during pandemic

RECOVERY AND OPPORTUNITIES

Ongoing focus on prevention while players look to expand consumer reach via digital strategies to attract younger generations

Omnichannel strategies accelerate, but e-commerce to remain a complementary channel

Local health certification process has potential to slow product development

CATEGORY DATA

Table 69 Sales of Dietary Supplements by Category: Value 2015-2020
Table 70 Sales of Dietary Supplements by Category: % Value Growth 2015-2020
Table 71 Sales of Dietary Supplements by Positioning: % Value 2015-2020
Table 72 NBO Company Shares of Dietary Supplements: % Value 2016-2020
Table 73 LBN Brand Shares of Dietary Supplements: % Value 2017-2020
Table 74 Forecast Sales of Dietary Supplements by Category: Value 2020-2025
Table 75 Forecast Sales of Dietary Supplements by Category: % Value Growth 2020-2025

Weight Management and Wellbeing in Colombia

KEY DATA FINDINGS

2020 IMPACT

Further weight gain during lockdown fuels demand for meal replacement

Illegal market reduces product reliability and consumer trust

Direct sellers continue to strengthen positions despite difficult operating environment

RECOVERY AND OPPORTUNITIES

Pandemic highlights importance of self-care

More balanced longer-term approach to health and wellbeing will slow growth momentum

Digitalisation is here to stay

CATEGORY DATA

Table 76 Sales of Weight Management and Wellbeing by Category: Value 2015-2020
Table 77 Sales of Weight Management and Wellbeing by Category: % Value Growth 2015-2020
Table 78 NBO Company Shares of Weight Management and Wellbeing: % Value 2016-2020
Table 79 LBN Brand Shares of Weight Management and Wellbeing: % Value 2017-2020
Table 80 Forecast Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 81 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025

Sports Nutrition in Colombia

KEY DATA FINDINGS

2020 IMPACT

Increasing demand for sports nutrition despite closure of gyms in 2020

Online sales drive further demand for fitness enthusiasts

Omnilife regains leadership from Newlab Nutrition

RECOVERY AND OPPORTUNITIES

Digital platforms are key to sustain consumers motivated at home

Store-based operating limitations could limit category’s performance

Illegal market could harm further potential of newer products

CATEGORY DATA

Table 82 Sales of Sports Nutrition by Category: Value 2015-2020
Table 83 Sales of Sports Nutrition by Category: % Value Growth 2015-2020
Table 84 NBO Company Shares of Sports Nutrition: % Value 2016-2020
Table 85 LBN Brand Shares of Sports Nutrition: % Value 2017-2020
Table 86 Forecast Sales of Sports Nutrition by Category: Value 2020-2025
Table 87 Forecast Sales of Sports Nutrition by Category: % Value Growth 2020-2025

Herbal/Traditional Products in Colombia

KEY DATA FINDINGS

2020 IMPACT

Herbal/traditional solutions gain space as less invasive preventative solutions

Herbal/traditional dominates sleep aids but gains momentum within paediatric products

Fragmented competitive environment but leader Halls strengthens leadership due to established consumer trust

RECOVERY AND OPPORTUNITIES

Restrictive environment likely to limit greater expansion of herbal/traditional products

Product traceability is growing concern amongst Colombian consumers

CATEGORY DATA

Table 88 Sales of Herbal/Traditional Products by Category: Value 2015-2020
Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2015-2020
Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2016-2020
Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2017-2020
Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2020-2025
Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2020-2025

Paediatric Consumer Health in Colombia

KEY DATA FINDINGS

2020 IMPACT

Trusted paediatric consumer health experience upturn in demand during initial stages of pandemic

Increasing counterfeits and illegal market concern Colombian parents

GlaxoSmithKline strengthens dominance with wide product portfolio

RECOVERY AND OPPORTUNITIES

Fairly stable performance but declining birth rates could restrict stronger growth potential

Stronger focus on prevention will drive stronger demand for paediatric vitamins and dietary supplements in 2021

Consumers’ alarm over product classification increases after serious incident

CATEGORY DATA

Table 94 Sales of Paediatric Consumer Health by Category: Value 2015-2020
Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2015-2020
Table 96 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2020
Table 97 NBO Company Shares of Paediatric Consumer Health: % Value 2016-2020
Table 98 LBN Brand Shares of Paediatric Consumer Health: % Value 2017-2020
Table 99 Forecast Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 100 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025

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