Fortified/Functional Packaged Food in Colombia

PROSPECTS

Fortification as standard

Since the government forced salt manufacturers to add iodine to prevent thyroid-related conditions, the local market has embraced fortification. This practice has become so common that it is more of a commodity than a form of differentiation or competitive advantage.

FF snack bars benefits from convenience

FF sweet biscuits, snack bars and fruit snacks was the most dynamic area of FF packaged food in 2019. The category benefited from various trends.

Mixed results for FF milk and FF milk formula

FF dairy remained the largest category in value terms in FF packaged food in 2019. There is a long history of FF milk being fortified with multivitamins, fibre and prebiotics, with a focus on digestive health and immune support.

COMPETITIVE LANDSCAPE

Alpina maintains lead as range of FF milk formula continues to grow

Alpina Productos Alimenticios remained the leading player in FF packaged food in 2019, with it being largely focused on the key area of FF dairy. The company has a renowned portfolio of FF dairy products, including FF probiotic yoghurt positioned for immune support and digestive health under the Regeneris and Yox brands.

Bimbo holds monopoly in FF bread

Second-ranked Bimbo de Colombia SA was one of the most dynamic companies in current value terms in 2019, with it benefiting from its monopoly in FF bread. During the review period the company managed to encourage a growing number of consumers to shift from non-FF bread to its Bimbo brand of FF bread.

Doria targets lower-income households with its FF pasta

Productos Alimenticios Doria SA held onto third place in the rankings in FF packaged food due to its near monopoly in FF pasta. Like Bimbo, the company also leads standard pasta and therefore it is better equipped to cater to niche consumer tastes, such as FF pasta.

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