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Learn moreMar 2019
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Within tissue and hygiene in Colombia, only sanitary protection is set to see the removal of VAT after the tax reform of 2018. All retail tissue categories continued with the higher VAT tariff (19%) in 2018, a percentage that put pressure on the category’s sales when it was increased from 16% to 19% in the last tax reform.
Within retail tissue, toilet paper saw the highest volume growth in 2018, despite it is being the most mature category, with penetration close to 98%, according to trade sources. Volume growth ironically benefited from the competition.
Facial tissues continued to struggle in 2018, so brands used sampling to activate sales. Although free sampling is usually a strategy used to ensure consumers find out about new or redesigned products, companies such as Familia have resorted to online services such as Rappi to distribute samples of boxed facial tissues to reignite sales in this depressed category.
Productos Familia Sancela has the most extensive portfolio and market presence in retail tissue in Colombia, only lacking a presence in tablecloths. The company is very strong in terms of new product development, as innovation is an important mantra for the company.
Colombiana Kimberly-Colpapel, the third company in retail tissue in Colombia in 2018, is focusing on small and incremental innovations to position its key brand, Scott, in very competitive and highly penetrated categories such as toilet paper. Along with offering rebates in major retailers to put its prices closer to the competition, it is visibly promoting the performance, yield and savings of its Scott Rindemax toilet paper.
Thanks to Rosal Plus, a key brand that has become synonymous with performance and value for money, Papeles Nacionales was able to see growth in paper towels in 2018. Growth was also supported by a strong POP campaign and sampling to qualifying customers screened by tech platforms such as Rappi.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Retail Tissue 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 Retail Tissue industry in Colombia, our research will save you time and money while empowering you to make informed, profitable decisions.
The Retail Tissue in Colombia market research report includes:
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Why buy this report?
This industry report originates from Passport, our Tissue and Hygiene market research database.
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.