Naturally Healthy Packaged Food in Colombia

PROSPECTS

Grains and seeds continue to boom

With a wide transversal participation in many packaged food categories, grains and seeds, ancient (chia and quinoa) and others (sunflower, oats, linseed and amaranth), are offered by manufacturers and openly embraced by consumers. Initially, grains and seeds were used as ingredients in biscuits and baked goods as natural sources of fibre, vitamins, minerals and fatty acids.

Fibre becomes a key ingredient in NH packaged food

Fibre is much sought-after, as there are clear and recognised fibre deficiencies in the modern diet. Fibre is naturally present in hot cereals, which is one of the key success factors in the category, It is also added to many other products, including rice (Diana con Fibra and Castellano’s recently launched premium rice), biscuits (Crakeñas, Tosh and many other brands) and RTE cereals.

Dairy companies develop their NH positioning

Dairy companies are seeking to tap into the growing demand for NH products in Colombia. While cow’s milk is regarded as naturally healthy, brands like Finesse are developing stronger NH positioning by adding fibre to their products.

COMPETITIVE LANDSCAPE

PepsiCo leads through Natuchips

PepsiCo Alimentos Colombia is the leading player in a fragmented landscape, due to the performance of its Natuchips brand. Since its launch, Natuchips has been marketed as a “healthier” alternative to other savoury snacks.

Innovation in NH snacks

Terrafertil, a small entrepreneurship purchased by Nestlé during the review period, and Dipsa, in which Postobón has recently acquired a majority share, are part of a dynamic trend. These acquisitions demonstrate that major companies are interested in entrepreneurial activity to diversify their portfolios and tap into the booming healthy snacking trend in the country.

Cía Nacional de Chocolates remains highly active

Through its presence in NH nuts, seeds and trail mixes, NH cereal bars and NH high fibre breakfast cereals, Cía Nacional de Chocolates remained the second-ranked player in the category in 2018. While the focus in NH packaged food has been on its sibling company, Cía de Galletas Noel, the GBO Grupo Nutresa has allowed some cross-category development of brands.

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