Executive Summary

Mar 2019
Balanced nutrition needs drive growth

Weak economic conditions persisted in Colombia in 2018, but health and wellness packaged food and beverages performed well overall. The most dynamic categories were better for you, naturally healthy and organic, while the performance of fortified/functional was mixed, with retail current value growth in packaged food, but a further decline in beverages.

Non-profit organisation proposes tighter labelling

Since 2017 Congress has been discussing the labelling of so-called “junk food”, which is defined as products with high sugar, fat or sodium content. The proposal was made by Red PaPaz, a non-profit organisation that aims to guarantee the rights of children and teenagers in different fields, including food and nutrition.

Domestic companies are well positioned in health and wellness

Domestic companies like Alpina Productos Alimenticios, Cooperativa Lechera Colanta, Productos Naturales de la Sabana and FEMSA (Fomento Económico Mexicano SAB de CV) are outstanding players in HW packaged food and beverages. These players have broader portfolios and are committed to the development of new formulas that reduce the content of sugar, fat and sodium and other harmful ingredients.

HW products gain visibility in retail outlets

As the health and wellness trend continues to capture consumers, retailers, particularly hypermarkets and supermarkets, are revamping their stores to increase the space dedicated to HW packaged food and beverages. The offer is increasing constantly with local and imported brands and the promotion of HW private label lines.

Positive outlook for health and wellness

Retail volume and current value sales of HW packaged food and beverages are expected to continue to grow over the forecast period. Colombians are increasingly adopting lifestyles that include exercise and healthier eating habits, as they seek to age well and prevent certain illnesses and diseases.

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Health and Wellness in Colombia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Health and Wellness industry in Colombia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Health and Wellness industry in Colombia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Health and Wellness in Colombia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Health and Wellness in Colombia?
  • What are the major brands in Colombia?
  • Were the sales of health and wellness affected by the global recession?
  • What functional ingredients in food and drinks are in fashion in Colombia?
  • Is the organic movement still growing?
  • Are weight management food and drinks driven by product reformulation?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Health and Wellness market research database.

Health and Wellness in Colombia

EXECUTIVE SUMMARY

Balanced nutrition needs drive growth
Non-profit organisation proposes tighter labelling
Domestic companies are well positioned in health and wellness
HW products gain visibility in retail outlets
Positive outlook for health and wellness

MARKET DATA

Table 1 Sales of Health and Wellness by Type: Value 2013-2018
Table 2 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 3 Sales of Health and Wellness by Category: Value 2013-2018
Table 4 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 7 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 8 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 9 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 11 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 13 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Better For You Beverages in Colombia

HEADLINES

PROSPECTS

Reduced sugar products lead in BFY
Reduced sugar outperforms regular powder concentrates
The market size remains small for BFY reduced caffeine hot drinks

COMPETITIVE LANDSCAPE

Fomento Económico Mexicano remains the top player in BFY beverages
Local company Postobón gains retail value share
Little development in BFY reduced caffeine beverages

CATEGORY DATA

Table 17 Sales of BFY Beverages by Category: Value 2013-2018
Table 18 Sales of BFY Beverages by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of BFY Beverages: % Value 2014-2018
Table 20 LBN Brand Shares of BFY Beverages: % Value 2015-2018
Table 21 Distribution of BFY Beverages by Format: % Value 2013-2018
Table 22 Forecast Sales of BFY Beverages by Category: Value 2018-2023
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2018-2023

Better For You Packaged Food in Colombia

HEADLINES

PROSPECTS

Gradual shift in attention to reduced sugar/salt products
What fat is good and not so good?
Retailers set to expand BFY labelling

COMPETITIVE LANDSCAPE

Dairy companies lead BFY packaged food
Cía de Galletas Noel focuses on BFY
Private label gradually gains traction in BFY packaged food

CATEGORY DATA

Table 24 Sales of BFY Packaged Food by Category: Value 2013-2018
Table 25 Sales of BFY Packaged Food by Category: % Value Growth 2013-2018
Table 26 NBO Company Shares of BFY Packaged Food: % Value 2014-2018
Table 27 LBN Brand Shares of BFY Packaged Food: % Value 2015-2018
Table 28 Distribution of BFY Packaged Food by Format: % Value 2013-2018
Table 29 Forecast Sales of BFY Packaged Food by Category: Value 2018-2023
Table 30 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2018-2023

Fortified/Functional Beverages in Colombia

HEADLINES

PROSPECTS

FF soft drinks influences further decline in value terms in 2018
Innovation is limited in FF beverages
Adult-specific FF beverages could lead to interesting developments

COMPETITIVE LANDSCAPE

Quala holds first place
Postobón loses value share in 2018
Ajecolombia sees steady growth

CATEGORY DATA

Table 31 Sales of Fortified/Functional Beverages by Category: Value 2013-2018
Table 32 Sales of Fortified/Functional Beverages by Category: % Value Growth 2013-2018
Table 33 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2013-2018
Table 34 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2013-2018
Table 35 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2013-2018
Table 36 NBO Company Shares of Fortified/Functional Beverages: % Value 2014-2018
Table 37 LBN Brand Shares of Fortified/Functional Beverages: % Value 2015-2018
Table 38 Distribution of Fortified/Functional Beverages by Format: % Value 2013-2018
Table 39 Forecast Sales of Fortified/Functional Beverages by Category: Value 2018-2023
Table 40 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2018-2023

Fortified/Functional Packaged Food in Colombia

HEADLINES

PROSPECTS

Fortification is no longer a competitive advantage
Probiotics permeate more categories
FF pastilles, gums, jellies and chews makes inroads

COMPETITIVE LANDSCAPE

Bimbo leverages on the “Actileche” trademark
Leading player is strong in FF yoghurt
A large portion of Doria’s offer is fortified

CATEGORY DATA

Table 41 Sales of Fortified/Functional Packaged Food by Category: Value 2013-2018
Table 42 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2013-2018
Table 43 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2013-2018
Table 44 Key Functional Ingredients in Fortified/Functional Bread: % Value 2013-2018
Table 45 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2013-2018
Table 46 Key Functional Ingredients in Fortified/Functional Milk: % Value 2013-2018
Table 47 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2013-2018
Table 48 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2014-2018
Table 49 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2015-2018
Table 50 LBN Brand Shares of Fortified/Functional Bread: % Value 2015-2018
Table 51 Distribution of Fortified/Functional Packaged Food by Format: % Value 2013-2018
Table 52 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2018-2023
Table 53 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2018-2023

Free From in Colombia

HEADLINES

PROSPECTS

Reformulation is changing the face of packaged food in Colombia
Free from is strongest in dairy
The move away from lactose boosts milk alternatives

COMPETITIVE LANDSCAPE

Productos Naturales de la Sabana leads the field
Productos Alimenticios Doria is the pioneer in free from gluten
Dairy companies dominate the competitive landscape

CATEGORY DATA

Table 54 Sales of Free From by Category: Value 2013-2018
Table 55 Sales of Free From by Category: % Value Growth 2013-2018
Table 56 NBO Company Shares of Free From: % Value 2014-2018
Table 57 LBN Brand Shares of Free From: % Value 2015-2018
Table 58 Distribution of Free From by Format: % Value 2013-2018
Table 59 Forecast Sales of Free From by Category: Value 2018-2023
Table 60 Forecast Sales of Free From by Category: % Value Growth 2018-2023

Naturally Healthy Beverages in Colombia

HEADLINES

PROSPECTS

NH tea is rejuvenating
NH juice is aided by the expansion of discounters
NH bottled water returns to strong growth in 2018

COMPETITIVE LANDSCAPE

Manantial rebounds despite ongoing competition
Quala’s new Saviloe sees rapid growth
Local NH tea brands perform well

CATEGORY DATA

Table 61 Sales of NH Beverages by Category: Value 2013-2018
Table 62 Sales of NH Beverages by Category: % Value Growth 2013-2018
Table 63 NBO Company Shares of NH Beverages: % Value 2014-2018
Table 64 LBN Brand Shares of NH Beverages: % Value 2015-2018
Table 65 Distribution of NH Beverages by Format: % Value 2013-2018
Table 66 Forecast Sales of NH Beverages by Category: Value 2018-2023
Table 67 Forecast Sales of NH Beverages by Category: % Value Growth 2018-2023

Naturally Healthy Packaged Food in Colombia

HEADLINES

PROSPECTS

Grains and seeds continue to boom
Fibre becomes a key ingredient in NH packaged food
Dairy companies develop their NH positioning

COMPETITIVE LANDSCAPE

PepsiCo leads through Natuchips
Innovation in NH snacks
Cía Nacional de Chocolates remains highly active

CATEGORY DATA

Table 68 Sales of NH Packaged Food by Category: Value 2013-2018
Table 69 Sales of NH Packaged Food by Category: % Value Growth 2013-2018
Table 70 NBO Company Shares of NH Packaged Food: % Value 2014-2018
Table 71 LBN Brand Shares of NH Packaged Food: % Value 2015-2018
Table 72 Distribution of NH Packaged Food by Format: % Value 2013-2018
Table 73 Forecast Sales of NH Packaged Food by Category: Value 2018-2023
Table 74 Forecast Sales of NH Packaged Food by Category: % Value Growth 2018-2023

Organic Beverages in Colombia

HEADLINES

PROSPECTS

Coffee is the key organic beverage
Small presence of organic coffee in premium lines
Negligible presence of organic soft drinks

COMPETITIVE LANDSCAPE

Some consolidation in organic fresh coffee
Quality is the watchword for Procafecol
A near monopoly in organic instant coffee

CATEGORY DATA

Table 75 Sales of Organic Beverages by Category: Value 2013-2018
Table 76 Sales of Organic Beverages by Category: % Value Growth 2013-2018
Table 77 NBO Company Shares of Organic Beverages: % Value 2014-2018
Table 78 LBN Brand Shares of Organic Beverages: % Value 2015-2018
Table 79 Distribution of Organic Beverages by Format: % Value 2013-2018
Table 80 Forecast Sales of Organic Beverages by Category: Value 2018-2023
Table 81 Forecast Sales of Organic Beverages by Category: % Value Growth 2018-2023

Organic Packaged Food in Colombia

HEADLINES

PROSPECTS

Retailers support the development of organic packaged food
Slow development of local organic offer
Weak conditions for organic development

COMPETITIVE LANDSCAPE

Mah! Colombia leads the way
Fragmented presence of organic packaged food
Organic claims in a weakly regulated category

CATEGORY DATA

Table 82 Sales of Organic Packaged Food by Category: Value 2015-2018
Table 83 Sales of Organic Packaged Food by Category: % Value Growth 2015-2018
Table 84 NBO Company Shares of Organic Packaged Food: % Value 2014-2018
Table 85 LBN Brand Shares of Organic Packaged Food: % Value 2015-2018
Table 86 Distribution of Organic Packaged Food by Format: % Value 2013-2018
Table 87 Forecast Sales of Organic Packaged Food by Category: Value 2018-2023
Table 88 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2018-2023