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Country Report

Home Care in

Home Care in Colombia

Feb 2021

US$2,650

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Executive Summary

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

COVID-19 impact on home care

Overall consumption of home care witnessed only a modest boost from the Coronavirus (COVID-19) pandemic in Colombia in 2020. However, this picture hides widely differing performances of the various products within this market.

COVID-19 country impact

Colombian established a total lockdown from 23 March until 28 April, after which several industries, including construction and manufacturing, were allowed to reopen with strict health and safety procedures in order to gradually restart the economy. After 11 May, more local-level shops and banks were allowed to begin trading, while citizens were permitted go out to exercise for half an hour each day for their physical and mental health.

Company response

Home care manufacturers remained active in new product innovation in 2020, despite the many challenges posed by the global pandemic and the country’s measures to control the spread of the virus. While Unilever Andina Colombia launched Fab Lavado Perfecto with technology to optimise its deep cleaning and stain removal properties, as well as protect the environment, Simoniz widened its umbrella Binner range with an entire disinfectant line for every major surface care area under its Hogar Sano extension, and thus adapted to consumers’ changing needs.

Retailing shift

Some significant channel switches were observed in home care during the COVID-19 pandemic. The discounters channel was the clear winner as a significant number of shoppers sought value prices due to the massive impacts on their household budgets during the health crisis as unemployment soared and many businesses closed.

What next for home care?

Home care is expected to record improved retail volume growth in 2021, followed by strong growth in consumption over the remainder of the forecast period.

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Home Care Sample Report Home Care Sample Data

Overview

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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

COVID-19 impact on home care

COVID-19 country impact

Company response

Retailing shift

What next for home care?

Chart 1 Home Care Value Sales Growth Scenarios: 2018-2025
Chart 2 Home Care Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in Colombia

KEY DATA FINDINGS

2020 IMPACT

Lower usage of laundry care as Colombians stay at home during the pandemic

Price cuts encourage consumption of some products

Some consumers continue to switch from bar detergents to liquid detergents

RECOVERY AND OPPORTUNITIES

Rapid return to growth for laundry care

New product launches from 2020 set to contribute to growth going forward

Room for growth for liquid detergents

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2015-2020

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2015-2020
Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 14 Sales of Laundry Aids by Category: Value 2015-2020
Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 16 Sales of Laundry Detergents by Category: Value 2015-2020
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in Colombia

KEY DATA FINDINGS

2020 IMPACT

Colombian households take dishwashing seriously during the COVID-19 pandemic

Strong growth for hand dishwashing

Liquid formats surge, driven by more variety in pack sizes

RECOVERY AND OPPORTUNITIES

Automatic dishwashing set to become increasingly popular going forward

Smaller brands will continue to experience intense competition from the leaders

Ongoing channel shifts expected

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2015-2020
Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in Colombia

KEY DATA FINDINGS

2020 IMPACT

Surface care in great demand as players face supply problems during the pandemic

A different emphasis on product positioning during the pandemic

Massive declines in average unit prices of multi-purpose cleaners

RECOVERY AND OPPORTUNITIES

Ongoing growth going forward

Strong growth for wipes

Private label a threat to the major brands

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2015-2020
Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
Table 37 NBO Company Shares of Surface Care: % Value 2016-2020
Table 38 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020
Table 41 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in Colombia

KEY DATA FINDINGS

2020 IMPACT

More consumers turn to bleach during the pandemic

Strong channel switch in 2020

Consumers also seek value added products

RECOVERY AND OPPORTUNITIES

Ongoing strong growth

New formats likely to lead to some disruption

Significant price increases expected for bleach

CATEGORY DATA

Table 43 Sales of Bleach: Value 2015-2020
Table 44 Sales of Bleach: % Value Growth 2015-2020
Table 45 NBO Company Shares of Bleach: % Value 2016-2020
Table 46 LBN Brand Shares of Bleach: % Value 2017-2020
Table 47 Forecast Sales of Bleach: Value 2020-2025
Table 48 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in Colombia

KEY DATA FINDINGS

2020 IMPACT

Ongoing declines in usage of toilet care during the pandemic

New positioning required during the pandemic

Consumers trade up to greater functionality, despite budget pressures

RECOVERY AND OPPORTUNITIES

Slow recovery over the forecast period

New players likely to enter toilet care

Consumers likely to remain brand loyal

CATEGORY DATA

Table 49 Sales of Toilet Care by Category: Value 2015-2020
Table 50 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 51 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 52 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 53 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in Colombia

KEY DATA FINDINGS

2020 IMPACT

Many consumers focus on hygiene rather than polishing household items during the pandemic

Consumers increasingly avoid shoe polish

Specialist polishes also suffer declines in usage

RECOVERY AND OPPORTUNITIES

Ongoing declines for polishes going forward

Players will need to launch innovative products to maintain consumer interest

Private label unlikely to develop

CATEGORY DATA

Table 55 Sales of Polishes by Category: Value 2015-2020
Table 56 Sales of Polishes by Category: % Value Growth 2015-2020
Table 57 NBO Company Shares of Polishes: % Value 2016-2020
Table 58 LBN Brand Shares of Polishes: % Value 2017-2020
Table 59 Forecast Sales of Polishes by Category: Value 2020-2025
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in Colombia

KEY DATA FINDINGS

2020 IMPACT

Colombians cut back on their usage of air care during the pandemic

Other air care defies the trend

SC Johnson & Son Colombiana extends its lead in a declining category

RECOVERY AND OPPORTUNITIES

Modest growth going forward

Social media will be key to promote air care

Opportunities for car air fresheners

CATEGORY DATA

Table 61 Sales of Air Care by Category: Value 2015-2020
Table 62 Sales of Air Care by Category: % Value Growth 2015-2020
Table 63 NBO Company Shares of Air Care: % Value 2016-2020
Table 64 LBN Brand Shares of Air Care: % Value 2017-2020
Table 65 Forecast Sales of Air Care by Category: Value 2020-2025
Table 66 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in Colombia

KEY DATA FINDINGS

2020 IMPACT

Use of home insecticides increases as most Colombians are confined to their homes during the pandemic

Weather an importance factor in sales of home insecticides in Colombia

Little room for private label

RECOVERY AND OPPORTUNITIES

Ongoing growth expected

SC Johnson & Son Colombiana to continue to dominate home insecticides

More natural home insecticides an opportunity

CATEGORY DATA

Table 67 Sales of Home Insecticides by Category: Value 2015-2020
Table 68 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 69 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
Table 70 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 71 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 72 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 73 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025

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Megatrends

Country Report

Home Care in Colombia

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on home care

COVID-19 country impact

Company response

Retailing shift

What next for home care?

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

COVID-19 impact on home care

COVID-19 country impact

Company response

Retailing shift

What next for home care?

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Laundry Care in Colombia

KEY DATA FINDINGS

2020 IMPACT

Lower usage of laundry care as Colombians stay at home during the pandemic

Price cuts encourage consumption of some products

Some consumers continue to switch from bar detergents to liquid detergents

RECOVERY AND OPPORTUNITIES

Rapid return to growth for laundry care

New product launches from 2020 set to contribute to growth going forward

Room for growth for liquid detergents

CATEGORY INDICATORS

CATEGORY DATA

Dishwashing in Colombia

KEY DATA FINDINGS

2020 IMPACT

Colombian households take dishwashing seriously during the COVID-19 pandemic

Strong growth for hand dishwashing

Liquid formats surge, driven by more variety in pack sizes

RECOVERY AND OPPORTUNITIES

Automatic dishwashing set to become increasingly popular going forward

Smaller brands will continue to experience intense competition from the leaders

Ongoing channel shifts expected

CATEGORY INDICATORS

CATEGORY DATA

Surface Care in Colombia

KEY DATA FINDINGS

2020 IMPACT

Surface care in great demand as players face supply problems during the pandemic

A different emphasis on product positioning during the pandemic

Massive declines in average unit prices of multi-purpose cleaners

RECOVERY AND OPPORTUNITIES

Ongoing growth going forward

Strong growth for wipes

Private label a threat to the major brands

CATEGORY DATA

Bleach in Colombia

KEY DATA FINDINGS

2020 IMPACT

More consumers turn to bleach during the pandemic

Strong channel switch in 2020

Consumers also seek value added products

RECOVERY AND OPPORTUNITIES

Ongoing strong growth

New formats likely to lead to some disruption

Significant price increases expected for bleach

CATEGORY DATA

Toilet Care in Colombia

KEY DATA FINDINGS

2020 IMPACT

Ongoing declines in usage of toilet care during the pandemic