Health and Wellness in Colombia
Health and wellness in 2021: The big picture
What next for health and wellness?
Table 1 Sales of Health and Wellness by Type: Value 2016-2021
Table 2 Sales of Health and Wellness by Type: % Value Growth 2016-2021
Table 3 Sales of Health and Wellness by Category: Value 2016-2021
Table 4 Sales of Health and Wellness by Category: % Value Growth 2016-2021
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2016-2021
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2016-2021
Table 7 NBO Company Shares of Health and Wellness: % Value 2017-2021
Table 8 LBN Brand Shares of Health and Wellness: % Value 2018-2021
Table 9 Distribution of Health and Wellness by Format: % Value 2016-2021
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2021
Table 11 Forecast Sales of Health and Wellness by Type: Value 2021-2026
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2021-2026
Table 13 Forecast Sales of Health and Wellness by Category: Value 2021-2026
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2021-2026
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2021-2026
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2021-2026
Summary 1 Research Sources
Better For You Beverages in Colombia
BFY beverages records lower value growth than in the review period as economic constrains drive consumption patterns
Postobón leads BFY beverages in 2021 thanks to the success of its H2OH! brand
Strong advertising and product reformulation help Fomento maintain top position
Moderate growth over the forecast period
Reduced caffeine coffee sales remain limited due to negative perceptions
COVID-19 set to increase sales via e-commerce
Table 17 Sales of BFY Beverages by Category: Value 2016-2021
Table 18 Sales of BFY Beverages by Category: % Value Growth 2016-2021
Table 19 NBO Company Shares of BFY Beverages: % Value 2017-2021
Table 20 LBN Brand Shares of BFY Beverages: % Value 2018-2021
Table 21 Distribution of BFY Beverages by Format: % Value 2016-2021
Table 22 Forecast Sales of BFY Beverages by Category: Value 2021-2026
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2021-2026
Better For You Packaged Food in Colombia
Growth of BFY packaged food is supported by growing demand for reduced fat dairy products and reduced sugar confectionery
Health and wellness trend benefits nut and seed-based spreads
Reduced sugar trend more and more visible in baby food
Law mandating labelling of ultra-processed packaged food and beverages will benefit BFY packaged food
Smaller companies might struggle to adapt following the implementation of the new labelling law
Higher price of reduced salt stocks and fonds might prevent wider adoption among local population
Table 24 Sales of BFY Packaged Food by Category: Value 2016-2021
Table 25 Sales of BFY Packaged Food by Category: % Value Growth 2016-2021
Table 26 NBO Company Shares of BFY Packaged Food: % Value 2017-2021
Table 27 LBN Brand Shares of BFY Packaged Food: % Value 2018-2021
Table 28 Distribution of BFY Packaged Food by Format: % Value 2016-2021
Table 29 Forecast Sales of BFY Packaged Food by Category: Value 2021-2026
Table 30 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2021-2026
Fortified/Functional Beverages in Colombia
Increased consumption of FF energy drinks at home drives growth FF beverages in 2021
Lack of innovation limits development of FF beverages
Postobón retains lead thanks to dominance in FF energy drinks
Moderate value growth for FF beverages over the forecast period
FF sports drinks developing a loyal following
Adult-specific FF beverages could lead to interesting developments
Table 31 Sales of Fortified/Functional Beverages by Category: Value 2016-2021
Table 32 Sales of Fortified/Functional Beverages by Category: % Value Growth 2016-2021
Table 33 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2016-2021
Table 34 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2016-2021
Table 35 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2016-2021
Table 36 NBO Company Shares of Fortified/Functional Beverages: % Value 2017-2021
Table 37 LBN Brand Shares of Fortified/Functional Beverages: % Value 2018-2021
Table 38 Distribution of Fortified/Functional Beverages by Format: % Value 2016-2021
Table 39 Forecast Sales of Fortified/Functional Beverages by Category: Value 2021-2026
Table 40 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2021-2026
Fortified/Functional Packaged Food in Colombia
Colombians prefer naturally healthy food and dietary supplements, negatively affecting demand for fortified/functional packaged food
Fortified/functional confectionery remains an underdeveloped product area
Main focus remains on vitamins, minerals and fibre, mostly in dairy and staple foods such as pasta and rice
Future does not look too bright for fortified/functional packaged food, as consumers feel more drawn to products that are naturally healthy
Reduced sugar and fortified children’s breakfast cereals respond to growing consumers concerns about harmful ingredients in products targeting children
Consumers are more likely to opt for vitamins and dietary supplements than FF packaged food since the former are believed to be more effective
Table 41 Sales of Fortified/Functional Packaged Food by Category: Value 2016-2021
Table 42 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2016-2021
Table 43 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2016-2021
Table 44 Key Functional Ingredients in Fortified/Functional Bread: % Value 2016-2021
Table 45 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2016-2021
Table 46 Key Functional Ingredients in Fortified/Functional Milk: % Value 2016-2021
Table 47 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2016-2021
Table 48 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2017-2021
Table 49 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2018-2021
Table 50 LBN Brand Shares of Fortified/Functional Bread: % Value 2018-2021
Table 51 Distribution of Fortified/Functional Packaged Food by Format: % Value 2016-2021
Table 52 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2021-2026
Table 53 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2021-2026
Free From in Colombia
Free from dairy milk continues to portray healthy growth in 2021
Free from meat meat substitutes sees a growing presence of local brands
Growing debate about the detrimental effects of gluten consumption boosts demand for gluten-free packaged food
With a growing number of vegans, vegetarians and flexitarians, free from dairy products are likely to continue to gain in popularity
Companies proposing meat substitutes will continue to innovate, improving the product and making it more widely available
Often offered at higher prices, rice and lentil pasta remain niche products in Colombia
Table 54 Sales of Free From by Category: Value 2016-2021
Table 55 Sales of Free From by Category: % Value Growth 2016-2021
Table 56 NBO Company Shares of Free From: % Value 2017-2021
Table 57 LBN Brand Shares of Free From: % Value 2018-2021
Table 58 Distribution of Free From by Format: % Value 2016-2021
Table 59 Forecast Sales of Free From by Category: Value 2021-2026
Table 60 Forecast Sales of Free From by Category: % Value Growth 2021-2026
Naturally Healthy Beverages in Colombia
Naturally healthy beverages performs well as consumers pay increasing attention to their health
Consumers go back to basics in search of good health
Naturally healthy hot drinks performs well as consumers look for beverages with natural immune boosting properties
Naturally healthy beverages benefits from the health and wellness trend
Products targeting digestive and women’s health expected to register value growth over forecast period
Foodservice helping to educate consumers
Table 61 Sales of NH Beverages by Category: Value 2016-2021
Table 62 Sales of NH Beverages by Category: % Value Growth 2016-2021
Table 63 NBO Company Shares of NH Beverages: % Value 2017-2021
Table 64 LBN Brand Shares of NH Beverages: % Value 2018-2021
Table 65 Distribution of NH Beverages by Format: % Value 2016-2021
Table 66 Forecast Sales of NH Beverages by Category: Value 2021-2026
Table 67 Forecast Sales of NH Beverages by Category: % Value Growth 2021-2026
Naturally Healthy Packaged Food in Colombia
Nuts, seeds and trail mixes remains one of the most important product areas in naturally healthy packaged food
NH high fibre breakfast cereals benefits from the growing health awareness among consumers
Growing awareness of health benefits of olive oil boosts sales
Naturally healthy packaged food benefits from the health and wellness trend, while the new labelling law will further boost sales
Rice will benefit from growing consumer awareness about the negative health effects of gluten consumption
New labelling law set to benefit NH honey at the cost of jams and preserves, and refined sugar
Table 68 Sales of NH Packaged Food by Category: Value 2016-2021
Table 69 Sales of NH Packaged Food by Category: % Value Growth 2016-2021
Table 70 NBO Company Shares of NH Packaged Food: % Value 2017-2021
Table 71 LBN Brand Shares of NH Packaged Food: % Value 2018-2021
Table 72 Distribution of NH Packaged Food by Format: % Value 2016-2021
Table 73 Forecast Sales of NH Packaged Food by Category: Value 2021-2026
Table 74 Forecast Sales of NH Packaged Food by Category: % Value Growth 2021-2026
Organic Beverages in Colombia
Consumers look to organic coffee for indulgence while working from home
Procafecol focuses on quality and distribution to win share
Buendía Organico Liofilizado dominates organic instant coffee
Federación Nacional de Cafeteros will continue to support organic coffee growers
Small presence of organic coffee in premium lines
Negligible presence of organic soft drinks, while organic plant-based and malt-based hot drinks has potential
Table 75 Sales of Organic Beverages by Category: Value 2016-2021
Table 76 Sales of Organic Beverages by Category: % Value Growth 2016-2021
Table 77 NBO Company Shares of Organic Beverages: % Value 2017-2021
Table 78 LBN Brand Shares of Organic Beverages: % Value 2018-2021
Table 79 Distribution of Organic Beverages by Format: % Value 2016-2021
Table 80 Forecast Sales of Organic Beverages by Category: Value 2021-2026
Table 81 Forecast Sales of Organic Beverages by Category: % Value Growth 2021-2026
Organic Packaged Food in Colombia
Organic packaged food remains a small product area in Colombia, as consumers do not see the benefits thereof, as different from organic fresh produce
Parents opt for organic packaged food when it is for their children
Organic dairy remains non-existent as a product area
Choice of organic packaged food will remain dependent on the economic situation
Organic baby food is the exception to the rule as parents are increasingly concerned about the ingredients used in packaged food
Locally sourced produce offers potential for growing availability of organic packaged food
Table 82 Sales of Organic Packaged Food by Category: Value 2016-2021
Table 83 Sales of Organic Packaged Food by Category: % Value Growth 2016-2021
Table 84 NBO Company Shares of Organic Packaged Food: % Value 2017-2021
Table 85 LBN Brand Shares of Organic Packaged Food: % Value 2018-2021
Table 86 Distribution of Organic Packaged Food by Format: % Value 2016-2021
Table 87 Forecast Sales of Organic Packaged Food by Category: Value 2021-2026
Table 88 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2021-2026