Herbal/traditional tonics once again recorded a sharp decline in current value sales in 2019, with part of the reason for its falling sales being due to its high prices. While this had a negative effect on the overall herbal/traditional products performance, the category as a whole still recorded positive growth in 2019.
The market for natural products – which corresponds to the group of companies that offer and people who consume medicines of natural plant origin – is not particularly well developed in Colombia. Consumers do not know enough about the properties of the products and as INVIMA exerts controls over the spreading of information on the properties of the products, prohibiting explanations of their benefits, players cannot explain what the products are for when they are selling them and also cannot differentiate them from other products and brands.
Colombia is among the countries with the greatest biodiversity in the world and currently has 27 companies that manufacture medicines based on herbs and natural products. However, the government restricts local production, which results in raw materials having to be imported.
Cadbury Adams Colombia, which took over the leadership of herbal/traditional products from Zrii Amalaki in 2018, extended its lead over the second-placed player in 2019. Halls is the company’s flagship brand and is available in most distribution channels, enjoying the perception of being a confectionery product rather than a natural remedy.
Sanofi-Aventis Pharma exited herbal/traditional digestive remedies with its Colaxin brand being bought by Laboratorio Franco Colombiano Lafrancol and its other brand Naturet leaving the category. The player faced strong competition from domestic players such as Laboratorio de Farmacología Vegetal and Laboratorios Natural Freshly Infabo Ltda due to local knowledge and strong distribution channels.
Laboratorios Naturfar is a domestic laboratory in the area of natural medicine that currently has 71 product references in its portfolio, with its most popular being its phytotherapeutic products, of which there are 41. It also offers free online courses for the Management of Natural Product Stores and Phytotherapy, with the aim of supporting and helping its customers, which are natural products stores, to meet the requirements for authorised products set by the Municipal and Departmental Health Secretariats.
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This industry report originates from Passport, our Consumer Health market research database.