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Country Report

Home Care in

Home Care in Colombia

52 pages, Feb 2018

US$2,650

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Discounters compete strongly in home care

The discounters distribution channel, which consolidated its presence in 2017, revolutionised home care in Colombia. Players are catered to consumers looking for good-quality value-for-money home care products in the face of economic deceleration and a weak outlook.

Home care resilient in 2017

Despite the tax reform approved at the end of 2016 that increased VAT and economic deceleration – GDP decreased in 2016 and 2017 – home care registered positive current retail value growth. These external events caused erratic performances in sales during 2017, driven by consumer uncertainty.

Unilever continues to expand through brand acquisitions

Historically, Unilever and Procter & Gamble were strong competitors in many categories and both sought to increase their respective shares in the key laundry care category. Procter & Gamble led the category at the start of the review period but Unilever sought the top position, which it held in other countries of the region.

A multifunctional product interests the market

While multifunctional products are not new, they gain importance when consumers are trying to save and stretch disposable incomes as much as possible. For example, brands such as Fabuloso, traditionally considered a multifunctional product, took that concept further to address consumers’ desire to save money.

Home care expected to see growth through specialised products

Despite multifunctional and more versatile products attracting consumers in times of economic turmoil, specialised products will drive growth when the economy recovers over the forecast period. Consumers with higher disposable incomes will demand more efficient and specific home care products with high performance proposals.

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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

Discounters compete strongly in home care

Home care resilient in 2017

Unilever continues to expand through brand acquisitions

A multifunctional product interests the market

Home care expected to see growth through specialised products

MARKET INDICATORS

Table 1 Households 2012-2017

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2012-2017
Table 3 Sales of Home Care by Category: % Value Growth 2012-2017
Table 4 NBO Company Shares of Home Care: % Value 2013-2017
Table 5 LBN Brand Shares of Home Care: % Value 2014-2017
Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017
Table 7 Distribution of Home Care by Format: % Value 2012-2017
Table 8 Distribution of Home Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Home Care by Category: Value 2017-2022
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Air Care in Colombia

HEADLINES

PROSPECTS

Simpler air care categories thrive during the economic slowdown

Price reductions attempt to maintain sales

Spray/aerosol air fresheners increases due to new application systems

COMPETITIVE LANDSCAPE

Leading brands turning to simplicity

Strongest domestic brand Bonaire gains retail value share

A tissue and hygiene company consolidating in air care

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2012-2017
Table 12 Sales of Air Care by Category: % Value Growth 2012-2017
Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value 2012-2017
Table 14 Sales of Air Care by Fragrance: Value Ranking 2012-2017
Table 15 NBO Company Shares of Air Care: % Value 2013-2017
Table 16 LBN Brand Shares of Air Care: % Value 2014-2017
Table 17 Forecast Sales of Air Care by Category: Value 2017-2022
Table 18 Forecast Sales of Air Care by Category: % Value Growth 2017-2022

Bleach in Colombia

HEADLINES

PROSPECTS

Bleach fails to benefit significantly from economic downturn

Private label expansion in other categories hampers bleach performance in 2017

Traditional options compete with bleach as comprehensive cleaning solution

COMPETITIVE LANDSCAPE

Brinsa SA retains its lead

Private label surges thanks to discounters

Lack of differentation punishes bleach

CATEGORY DATA

Table 19 Sales of Bleach: Value 2012-2017
Table 20 Sales of Bleach: % Value Growth 2012-2017
Table 21 NBO Company Shares of Bleach: % Value 2013-2017
Table 22 LBN Brand Shares of Bleach: % Value 2014-2017
Table 23 Forecast Sales of Bleach: Value 2017-2022
Table 24 Forecast Sales of Bleach: % Value Growth 2017-2022

Home Insecticides in Colombia

HEADLINES

PROSPECTS

Sales of insecticides decelerate after government message of calm

Insecticide coils under scrutiny

Unattended home insecticides preferred over attended alternatives

COMPETITIVE LANDSCAPE

Raid remains the dominant brand

Local brands struggling for greater recognition

Reckitt Benckiser brands continue to lose share in Colombia

CATEGORY DATA

Table 25 Sales of Home Insecticides by Category: Value 2012-2017
Table 26 Sales of Home Insecticides by Category: % Value Growth 2012-2017
Table 27 Sales of Spray/Aerosol Insecticides by Type: % Value 2012-2017
Table 28 NBO Company Shares of Home Insecticides: % Value 2013-2017
Table 29 LBN Brand Shares of Home Insecticides: % Value 2014-2017
Table 30 Forecast Sales of Home Insecticides by Category: Value 2017-2022
Table 31 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022

Polishes in Colombia

HEADLINES

PROSPECTS

Furniture polish still thriving

Substitution negatively affects floor polishes

Metal polish making its entrance in kitchens

COMPETITIVE LANDSCAPE

Shoe polish leader continues to innovate

Domestic companies strong in polishes

Simoniz registers strong performance

CATEGORY DATA

Table 32 Sales of Polishes by Category: Value 2012-2017
Table 33 Sales of Polishes by Category: % Value Growth 2012-2017
Table 34 NBO Company Shares of Polishes: % Value 2013-2017
Table 35 LBN Brand Shares of Polishes: % Value 2014-2017
Table 36 Forecast Sales of Polishes by Category: Value 2017-2022
Table 37 Forecast Sales of Polishes by Category: % Value Growth 2017-2022

Surface Care in Colombia

HEADLINES

PROSPECTS

Specialised surface care products still surpassed by multi-purpose products

Disposable cleaning culture remains underdeveloped

Fragrance a key sales driver

COMPETITIVE LANDSCAPE

Colgate-Palmolive & Cía remains the leader

Domestic company focuses on niche products in the face of aggressive competition

With revamped image, Beisbol shines as the most important national manufacturer

CATEGORY DATA

Table 38 Sales of Surface Care by Category: Value 2012-2017
Table 39 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 40 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
Table 41 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017
Table 42 NBO Company Shares of Surface Care: % Value 2013-2017
Table 43 LBN Brand Shares of Surface Care: % Value 2014-2017
Table 44 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2013-2017
Table 45 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2017
Table 46 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 47 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022

Toilet Care in Colombia

HEADLINES

PROSPECTS

Category suffers due to substitution in 2017

Leading brands lowered prices to stimulate sales

Toilet care demand concentrated in few categories

COMPETITIVE LANDSCAPE

Toilet care not a core category for brands

Chlorine hard tablets hampering established brands

Private label may delay entering toilet care

CATEGORY DATA

Table 48 Sales of Toilet Care by Category: Value 2012-2017
Table 49 Sales of Toilet Care by Category: % Value Growth 2012-2017
Table 50 NBO Company Shares of Toilet Care: % Value 2013-2017
Table 51 LBN Brand Shares of Toilet Care: % Value 2014-2017
Table 52 Forecast Sales of Toilet Care by Category: Value 2017-2022
Table 53 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022

Dishwashing in Colombia

HEADLINES

PROSPECTS

Automatic diswashing sees positive growth in 2017

Hand dishwashing permeated by beauty and personal care features

Added-value features to keep sales up

COMPETITIVE LANDSCAPE

Colgate-Palmolive & Cia innovates to keep Axion on the top

Private label registers the biggest increase in retail value share in 2017

Eco-friendly products becoming mainstream

CATEGORY INDICATORS

Table 54 Household Possession of Dishwashers 2012-2017

CATEGORY DATA

Table 55 Sales of Dishwashing by Category: Value 2012-2017
Table 56 Sales of Dishwashing by Category: % Value Growth 2012-2017
Table 57 NBO Company Shares of Dishwashing: % Value 2013-2017
Table 58 LBN Brand Shares of Dishwashing: % Value 2014-2017
Table 59 Forecast Sales of Dishwashing by Category: Value 2017-2022
Table 60 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022

Laundry Care in Colombia

HEADLINES

PROSPECTS

Discounters reshaping laundry care

Spot and stain removers sees new players

Beauty and personal care elements included in new products

COMPETITIVE LANDSCAPE

Unilever strengthens position through acquisitions

Procter & Gamble to consolidate position in laundry care

Private label boosted by economic deceleration

CATEGORY INDICATORS

Table 61 Household Possession of Washing Machines 2012-2017

CATEGORY DATA

Table 62 Sales of Laundry Care by Category: Value 2012-2017
Table 63 Sales of Laundry Care by Category: % Value Growth 2012-2017
Table 64 Sales of Laundry Aids by Category: Value 2012-2017
Table 65 Sales of Laundry Aids by Category: % Value Growth 2012-2017
Table 66 Sales of Laundry Detergents by Category: Value 2012-2017
Table 67 Sales of Laundry Detergents by Category: % Value Growth 2012-2017
Table 68 NBO Company Shares of Laundry Care: % Value 2013-2017
Table 69 LBN Brand Shares of Laundry Care: % Value 2014-2017
Table 70 NBO Company Shares of Laundry Aids: % Value 2013-2017
Table 71 LBN Brand Shares of Laundry Aids: % Value 2014-2017
Table 72 NBO Company Shares of Laundry Detergents: % Value 2013-2017
Table 73 LBN Brand Shares of Laundry Detergents: % Value 2014-2017
Table 74 Forecast Sales of Laundry Care by Category: Value 2017-2022
Table 75 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Home Care in Colombia

New Report Guarantee

Executive Summary

New Report Guarantee

Discounters compete strongly in home care

Home care resilient in 2017

Unilever continues to expand through brand acquisitions

A multifunctional product interests the market

Home care expected to see growth through specialised products

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

Discounters compete strongly in home care

Home care resilient in 2017

Unilever continues to expand through brand acquisitions

A multifunctional product interests the market

Home care expected to see growth through specialised products

MARKET INDICATORS

MARKET DATA

SOURCES

Air Care in Colombia

HEADLINES

PROSPECTS

Simpler air care categories thrive during the economic slowdown

Price reductions attempt to maintain sales

Spray/aerosol air fresheners increases due to new application systems

COMPETITIVE LANDSCAPE

Leading brands turning to simplicity

Strongest domestic brand Bonaire gains retail value share

A tissue and hygiene company consolidating in air care

CATEGORY DATA

Bleach in Colombia

HEADLINES

PROSPECTS

Bleach fails to benefit significantly from economic downturn

Private label expansion in other categories hampers bleach performance in 2017

Traditional options compete with bleach as comprehensive cleaning solution

COMPETITIVE LANDSCAPE

Brinsa SA retains its lead

Private label surges thanks to discounters

Lack of differentation punishes bleach

CATEGORY DATA

Home Insecticides in Colombia

HEADLINES

PROSPECTS

Sales of insecticides decelerate after government message of calm

Insecticide coils under scrutiny

Unattended home insecticides preferred over attended alternatives

COMPETITIVE LANDSCAPE

Raid remains the dominant brand

Local brands struggling for greater recognition

Reckitt Benckiser brands continue to lose share in Colombia

CATEGORY DATA

Polishes in Colombia

HEADLINES

PROSPECTS

Furniture polish still thriving

Substitution negatively affects floor polishes

Metal polish making its entrance in kitchens

COMPETITIVE LANDSCAPE

Shoe polish leader continues to innovate

Domestic companies strong in polishes

Simoniz registers strong performance

CATEGORY DATA

Surface Care in Colombia

HEADLINES

PROSPECTS

Specialised surface care products still surpassed by multi-purpose products

Disposable cleaning culture remains underdeveloped

Fragrance a key sales driver

COMPETITIVE LANDSCAPE

Colgate-Palmolive & Cía remains the leader

Domestic company focuses on niche products in the face of aggressive competition