Executive Summary

Feb 2019
Home care manufacturers get creative to keep sales up

Home care saw a rebound in sales in 2018 thanks to several strategies of manufacturers and retailers that have been 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 continue to perform well.

Multipurpose products revamped in 2018

Although multifunctional 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 continues to lead sales in 2018

Despite the growth of discounters, Unilever Andina Colombia continued to lead sales in 2018. The company remains very aggressive and active with regard to marketing strategies.

Small independent grocers to compete with modern retailers

Cooratiendas, a cooperative chain that agglomerates a significant group of small independent grocers, is launching its own portfolio of home care private label ranges in a bid to compete with discounters and mid and large sized modern retailers. The project highlights current retail trends in this very competitive area, with discounters continuing to expand strongly.

Polarisation between specialised and general products

Generalist or multipurpose products took a step forward when major powder detergents manufacturers decided to offer them as a functional and versatile alternative to any cleaning chore at home. Although it is normal for local consumers to use powder and bar detergents for several cleaning chores at home, this is the first time that three major manufacturers are promoting such multipurpose products.

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Home Care in Colombia

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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.

Home Care in Colombia

EXECUTIVE SUMMARY

Home care manufacturers get creative to keep sales up
Multipurpose products revamped in 2018
Unilever continues to lead sales in 2018
Small independent grocers to compete with modern retailers
Polarisation between specialised and general products

MARKET INDICATORS

Table 1 Households 2013-2018

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2013-2018
Table 3 Sales of Home Care by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Home Care: % Value 2014-2018
Table 5 LBN Brand Shares of Home Care: % Value 2015-2018
Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 7 Distribution of Home Care by Format: % Value 2013-2018
Table 8 Distribution of Home Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Home Care by Category: Value 2018-2023
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Air Care in Colombia

HEADLINES

PROSPECTS

Odour elimination overriding odour masking in air care
Increasing focus on decoration
Electric air fresheners now available for cars

COMPETITIVE LANDSCAPE

SC Johnson & Son continues to lead sales
Reckitt Benckiser to focus on product dispensing
Leading domestic companies focusing on offering varied portfolio

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2013-2018
Table 12 Sales of Air Care by Category: % Value Growth 2013-2018
Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018
Table 14 NBO Company Shares of Air Care: % Value 2014-2018
Table 15 LBN Brand Shares of Air Care: % Value 2015-2018
Table 16 Forecast Sales of Air Care by Category: Value 2018-2023
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Bleach in Colombia

HEADLINES

PROSPECTS

Discounters continue to bring down prices
Informal bleach on the rise
Solid bleach competing with rim blocks

COMPETITIVE LANDSCAPE

Clorox continues to struggle
Leading brands continue to struggle
Private label growth remains limited

CATEGORY DATA

Table 18 Sales of Bleach: Value 2013-2018
Table 19 Sales of Bleach: % Value Growth 2013-2018
Table 20 NBO Company Shares of Bleach: % Value 2014-2018
Table 21 LBN Brand Shares of Bleach: % Value 2015-2018
Table 22 Forecast Sales of Bleach: Value 2018-2023
Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

Dishwashing in Colombia

HEADLINES

PROSPECTS

Dishwashers sales influence performance in 2018
Declining sales for hand dishwashing and automatic dishwashing
Surface specialisation making inroads in hand dishwashing

COMPETITIVE LANDSCAPE

Colgate-Palmolive & Cia remains in pole position
John Restrepo A y Cia sees good performance with Lava
Private label ranges struggling to gain momentum

CATEGORY INDICATORS

Table 24 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 25 Sales of Dishwashing by Category: Value 2013-2018
Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Insecticides in Colombia

HEADLINES

PROSPECTS

Consumer fears fuelled by reappearance of some illnesses
More permanent alternatives appearing to fight against mosquitos
Specialisation appreciated in home insecticides

COMPETITIVE LANDSCAPE

SC Johnson & Son continues to dominate
Reckitt Benckiser continues to lose sales share
National companies continue to compete in home insecticides

CATEGORY DATA

Table 31 Sales of Home Insecticides by Category: Value 2013-2018
Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018
Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Laundry Care in Colombia

HEADLINES

PROSPECTS

Multifunctional powder detergents emerge in 2018
Spot and stain removers see important growth in 2016
Fabric softeners focusing on scent to increase sales

COMPETITIVE LANDSCAPE

Unilever continues to lead sales
Private label ranges see biggest increase in sales share
Procter & Gamble trying to protect Ariel amid economic turmoil

CATEGORY INDICATORS

Table 38 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 39 Sales of Laundry Care by Category: Value 2013-2018
Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 41 Sales of Laundry Aids by Category: Value 2013-2018
Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 43 Sales of Laundry Detergents by Category: Value 2013-2018
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 45 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 46 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 47 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 48 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 49 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 50 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 51 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Polishes in Colombia

HEADLINES

PROSPECTS

Shoe polish stands out due to variety and specialisation
Furniture polish losing traction due to easy to assemble furniture
Hard flooring evolution influences floor polish

COMPETITIVE LANDSCAPE

Reckitt Benckiser continues to lead sales
Domestic companies continue to lead sales
Private label ranges see biggest increase in share

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2013-2018
Table 54 Sales of Polishes by Category: % Value Growth 2013-2018
Table 55 NBO Company Shares of Polishes: % Value 2014-2018
Table 56 LBN Brand Shares of Polishes: % Value 2015-2018
Table 57 Forecast Sales of Polishes by Category: Value 2018-2023
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in Colombia

HEADLINES

PROSPECTS

Specialisation vs generalisation, two competing strategies
Old-fashioned products remain popular
Bleach still used for many surface care tasks

COMPETITIVE LANDSCAPE

Colgate-Palmolive & Cia continues to lead sales
Private label ranges see biggest increase in sales share during 2018
Clorox fighting to return to growth

CATEGORY DATA

Table 59 Sales of Surface Care by Category: Value 2013-2018
Table 60 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 63 NBO Company Shares of Surface Care: % Value 2014-2018
Table 64 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 67 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in Colombia

HEADLINES

PROSPECTS

Toilet care remains underdeveloped in Colombia
Bleach growing at expense of toilet care
Few brands concentrated in rim blocks and toilet liquid/foams

COMPETITIVE LANDSCAPE

SC Johnson & Son leads sales in 2018
Tergo also focusing on sticky products
Harpic no longer active

CATEGORY DATA

Table 69 Sales of Toilet Care by Category: Value 2013-2018
Table 70 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 71 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 72 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 73 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023