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Country Report

Home Care in

Home Care in Colombia

Feb 2020

US$2,650

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Executive Summary

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Manufacturers and retailers active in driving growth

Home care achieved stronger retail volume growth in 2019 than over the previous year thanks to several strategies implemented by manufacturers and retailers which were well accepted by consumers, who are now more confident as a result of the recovering economy. Both traditional brands and private label ranges from major discounters continued to perform well.

Innovation in multi-purpose products in 2018 pays off in 2019

Although multi-functional brands have always been an important alternative for consumers looking for versatile and cost-effective options, this group of products was revamped in 2018 in response to the rise in price sensitivity during the economic downturn in 2017. Consumers have turned towards value-for-money products, especially private label ranges, which have permeated a wide percentage of households of all income levels thanks to the development of discounters.

Unilever Andina Colombia extends its lead in home care

Despite the ongoing growth of discounters and their private label ranges, Unilever Andina Colombia extended its lead among branded players in home care in 2019. The company remained aggressive and active with regard to marketing strategies.

Polarisation between specialised and general products

Generalist or multi-purpose products took a step forward when major powder detergent manufacturers decided to offer them as a functional and versatile alternative for many cleaning chores at home. Although it is normal for many local consumers to use powder and bar detergents for several cleaning tasks, three major manufacturers began to promote multi-purpose products for the first time at the end of the review period.

Home care set to enjoy increased consumption over the forecast period

Home care is expected to record stronger retail volume growth over the forecast period than that recorded over the review period in all categories. The improving economic situation will slowly lead to higher disposable incomes, whilst manufacturers and retailers alike continue to market and promote these products.

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Home Care Sample Report Home Care Sample Data

Overview

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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home Care 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 Home Care industry in Colombia, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Colombia for free:

The Home Care in Colombia market research report includes:

Analysis of key supply-side and demand trends
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 Home Care in Colombia?
What are the major brands in Colombia?
What is the importance of the trend towards environmentally friendly products in home care?
What are the main growth drivers of the home care market in Colombia?

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 Home Care market research database.

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Home Care in Colombia

EXECUTIVE SUMMARY

Manufacturers and retailers active in driving growth

Innovation in multi-purpose products in 2018 pays off in 2019

Unilever Andina Colombia extends its lead in home care

Polarisation between specialised and general products

Home care set to enjoy increased consumption over the forecast period

MARKET INDICATORS

Table 1 Households 2014-2019

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2014-2019
Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
Table 4 NBO Company Shares of Home Care: % Value 2015-2019
Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
Table 6 Penetration of Private Label in Home Care by Category: % Value 2014-2019
Table 7 Distribution of Home Care by Format: % Value 2014-2019
Table 8 Distribution of Home Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Home Care by Category: Value 2019-2024
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Laundry Care in Colombia

HEADLINES

PROSPECTS

Retail value growth driven entirely by increases in consumption in 2019

Lack of consumer education limits efforts towards sustainability

Manufacturers look to add value in order to grow value sales

COMPETITIVE LANDSCAPE

Unilever Andina Colombia extends its lead

Laundry care a relatively fragmented competitive environment

Private label marginally increases its share

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2014-2019

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2014-2019
Table 13 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 14 Sales of Laundry Aids by Category: Value 2014-2019
Table 15 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 16 Sales of Laundry Detergents by Category: Value 2014-2019
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 18 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 19 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 20 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 21 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 22 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 24 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024

Dishwashing in Colombia

HEADLINES

PROSPECTS

Extremely low penetration of dishwashers limits sales of automatic dishwashing

Liquid hand dishwashing formats outperform pastes in modern grocery retailers

Sustainable and organic dishwashing products remain a niche

COMPETITIVE LANDSCAPE

Colgate-Palmolive & Cia extends its lead

Private label extends its share

Unilever Andina Colombia enters dishwashing

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2014-2019

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2014-2019
Table 28 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 29 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 30 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 31 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024

Surface Care in Colombia

HEADLINES

PROSPECTS

Specialisation versus generalisation, two competing strategies

Multi-purpose cleaners to continue to drive actual retail volume growth

Home care wipes and floor cleaning systems to continue to record strong growth

COMPETITIVE LANDSCAPE

Colgate-Palmolive & Cia continues to lead

Leading brands set to innovate for pet owners

Private label extends its share

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2014-2019
Table 34 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2014-2019
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2014-2019
Table 37 NBO Company Shares of Surface Care: % Value 2015-2019
Table 38 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2019
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2019
Table 41 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024

Bleach in Colombia

HEADLINES

PROSPECTS

Strong price competition from private label supports retail volume growth

Price remains a key factor in purchasing decisions

Private label changes consumer attitudes

COMPETITIVE LANDSCAPE

Private label surges ahead

Domestic players strong in bleach

Clorox de Colombia focuses on adding value to its products and their usage

CATEGORY DATA

Table 43 Sales of Bleach: Value 2014-2019
Table 44 Sales of Bleach: % Value Growth 2014-2019
Table 45 NBO Company Shares of Bleach: % Value 2015-2019
Table 46 LBN Brand Shares of Bleach: % Value 2016-2019
Table 47 Forecast Sales of Bleach: Value 2019-2024
Table 48 Forecast Sales of Bleach: % Value Growth 2019-2024

Toilet Care in Colombia

HEADLINES

PROSPECTS

Manufacturers innovate to boost value sales

Multi-purpose cleaners remain an attractive alternative to toilet care

Communication needed to educate consumers on the benefits of toilet care

COMPETITIVE LANDSCAPE

SC Johnson & Son Colombiana extends its lead

Discounters put pressure on prices

Tergo focuses on adhesive products

CATEGORY DATA

Table 49 Sales of Toilet Care by Category: Value 2014-2019
Table 50 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 51 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 52 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 53 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024

Polishes in Colombia

HEADLINES

PROSPECTS

Changes in consumer behaviour have an impact of polishes

Shoe polish remains important to consumers

Manufacturers drive sales of furniture polish, despite changes in modern requirements

COMPETITIVE LANDSCAPE

Industrias Bisonte extends its lead

Product launches focus furniture polish

Limited presence of private label in polishes

CATEGORY DATA

Table 55 Sales of Polishes by Category: Value 2014-2019
Table 56 Sales of Polishes by Category: % Value Growth 2014-2019
Table 57 NBO Company Shares of Polishes: % Value 2015-2019
Table 58 LBN Brand Shares of Polishes: % Value 2016-2019
Table 59 Forecast Sales of Polishes by Category: Value 2019-2024
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2019-2024

Air Care in Colombia

HEADLINES

PROSPECTS

Consumers increasingly seek air care products which add to their homes’ ambience

Candle air fresheners gain ground, with many consumers regarding them as furnishing

Growing number of new car registrations supports growth of car air fresheners

COMPETITIVE LANDSCAPE

SC Johnson & Son Colombiana extends its lead

Laboratorios Cofarma continues to innovate

Modern grocery retailers continue to dominate air care

CATEGORY DATA

Table 61 Sales of Air Care by Category: Value 2014-2019
Table 62 Sales of Air Care by Category: % Value Growth 2014-2019
Table 63 NBO Company Shares of Air Care: % Value 2015-2019
Table 64 LBN Brand Shares of Air Care: % Value 2016-2019
Table 65 Forecast Sales of Air Care by Category: Value 2019-2024
Table 66 Forecast Sales of Air Care by Category: % Value Growth 2019-2024

Home Insecticides in Colombia

HEADLINES

PROSPECTS

Spray/aerosol insecticides continues to benefit from innovation and ongoing promotional activity

Product efficacy remains the most important factor for consumers

Home insecticides against flying insects remain the most popular

COMPETITIVE LANDSCAPE

SC Johnson & Son Colombiana continues to dominate home insecticides

Laboratorios Cofarma remains the leading domestic player in home insecticides

On-going promotions on home insecticides

CATEGORY DATA

Table 67 Sales of Home Insecticides by Category: Value 2014-2019
Table 68 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 69 Sales of Spray/Aerosol Insecticides by Type: % Value 2014-2019
Table 70 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 71 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 72 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 73 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024

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Megatrends

Country Report

Home Care in Colombia

New Report Guarantee

Executive Summary

New Report Guarantee

Manufacturers and retailers active in driving growth

Innovation in multi-purpose products in 2018 pays off in 2019

Unilever Andina Colombia extends its lead in home care

Polarisation between specialised and general products

Home care set to enjoy increased consumption over the forecast period

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Home Care in Colombia

EXECUTIVE SUMMARY

Manufacturers and retailers active in driving growth

Innovation in multi-purpose products in 2018 pays off in 2019

Unilever Andina Colombia extends its lead in home care

Polarisation between specialised and general products

Home care set to enjoy increased consumption over the forecast period

MARKET INDICATORS

MARKET DATA

SOURCES

Laundry Care in Colombia

HEADLINES

PROSPECTS

Retail value growth driven entirely by increases in consumption in 2019

Lack of consumer education limits efforts towards sustainability

Manufacturers look to add value in order to grow value sales

COMPETITIVE LANDSCAPE

Unilever Andina Colombia extends its lead

Laundry care a relatively fragmented competitive environment

Private label marginally increases its share

CATEGORY INDICATORS

CATEGORY DATA

Dishwashing in Colombia

HEADLINES

PROSPECTS

Extremely low penetration of dishwashers limits sales of automatic dishwashing

Liquid hand dishwashing formats outperform pastes in modern grocery retailers

Sustainable and organic dishwashing products remain a niche

COMPETITIVE LANDSCAPE

Colgate-Palmolive & Cia extends its lead

Private label extends its share

Unilever Andina Colombia enters dishwashing

CATEGORY INDICATORS

CATEGORY DATA

Surface Care in Colombia

HEADLINES

PROSPECTS

Specialisation versus generalisation, two competing strategies

Multi-purpose cleaners to continue to drive actual retail volume growth

Home care wipes and floor cleaning systems to continue to record strong growth

COMPETITIVE LANDSCAPE

Colgate-Palmolive & Cia continues to lead

Leading brands set to innovate for pet owners

Private label extends its share

CATEGORY DATA

Bleach in Colombia

HEADLINES

PROSPECTS

Strong price competition from private label supports retail volume growth

Price remains a key factor in purchasing decisions

Private label changes consumer attitudes

COMPETITIVE LANDSCAPE

Private label surges ahead

Domestic players strong in bleach

Clorox de Colombia focuses on adding value to its products and their usage

CATEGORY DATA

Toilet Care in Colombia

HEADLINES

PROSPECTS

Manufacturers innovate to boost value sales

Multi-purpose cleaners remain an attractive alternative to toilet care

Communication needed to educate consumers on the benefits of toilet care

COMPETITIVE LANDSCAPE