Executive Summary

Mar 2019
PROSPECTS
The Constitutional Court rules against “discriminatory taxes”

As sanitary protection products are exclusively used by women, the Constitutional Court ruled against charging VAT on products in this category – this was considered a pioneering decision against “discriminatory taxes”. Women’s organisations were able to convince the Congress to reduce the level of VAT from 19% to 16% and then 5% during the review period, but it is now finally set to fall to 0% in 2019.

Private label still fails to gain traction

Despite the growing private label offer, including the lines of major hypermarkets (Cautivia and Ekono from Almacenes Éxito), discounters (Rosé from Ara) and supermarkets (Colsubsidio from Colsubsidio), they have not made a dent in the shares of traditional brands (Nosotras, Kotex, Carefree, Stayfree and o b), which dominate sanitary protection. This is due to the confidence that traditional brands have gained in the market, which is very important for consumers.

Sanitary protection products with scents are far from mainstream

Products such as the scented towels and pantyliners Nosotras Frescura Extrema are still niche, as consumers still prefer basic unscented products. This brand features what the company calls “Sensacool”, which is based on a menthol-like ingredient to simulate freshness.

COMPETITIVE LANDSCAPE
Sanitary protection is complemented by personal care products

Productos Familia Sancela with its brand Nosotras remained the dominant player in sanitary protection in value terms in 2018; a performance which is related to tradition, innovation and brand extensions for Nosotras. During the review period, Nosotras expanded its portfolio to offer intimate washes (which are seeing very strong sales growth) and intimate wipes.

Johnson & Johnson sees a good result with its streamlined portfolio

Johnson & Johnson, manufacturer of the leading brand in tampons (o b) and owner of Carefree and Stayfree in towels (which are commonly offered in reduced price combos), streamlined its Stayfree portfolio and launched a new brand image, featuring a blue pack and offering just three formats: standard, slim and adapt. According to trade sources, this change has led to good results, as the brand now offers a simpler and more understandable portfolio – a criticism made of leading brands such as Nosotras is that they have very varied but also confusing product offers.

Kotex remains the second brand in sanitary protection

After Nosotras, Kotex from Colombiana Kimberly-Clark was the second brand in sanitary protection in 2018. The brand recently focused on offering more educational and useful content for women, depending on the stage of their cycle.

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Sanitary Protection in Colombia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection 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 Sanitary Protection industry in Colombia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sanitary Protection 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 Sanitary Protection in Colombia?
  • What are the major brands in Colombia?
  • What are the key new product launches in the sanitary protection market?

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 Tissue and Hygiene market research database.

Sanitary Protection in Colombia - Category analysis

HEADLINES

PROSPECTS

The Constitutional Court rules against “discriminatory taxes”
Private label still fails to gain traction
Sanitary protection products with scents are far from mainstream

COMPETITIVE LANDSCAPE

Sanitary protection is complemented by personal care products
Johnson & Johnson sees a good result with its streamlined portfolio
Kotex remains the second brand in sanitary protection

CATEGORY DATA

Table 1 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 3 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 4 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 5 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 6 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 7 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Tissue and Hygiene in Colombia - Industry Overview

EXECUTIVE SUMMARY

Skin-friendly materials are emerging strongly in the tissue and hygiene offer
Sanitary protection achieves VAT exclusion
Amidst moderate growth in retail, manufacturers turn to the AFH channel
Discounters’ private label lines account for a rising share of sales
Tissue and hygiene is expected to be more competitive over the forecast period

MARKET INDICATORS

Table 8 Birth Rates 2013-2018
Table 9 Infant Population 2013-2018
Table 10 Female Population by Age 2013-2018
Table 11 Total Population by Age 2013-2018
Table 12 Households 2013-2018
Table 13 Forecast Infant Population 2018-2023
Table 14 Forecast Female Population by Age 2018-2023
Table 15 Forecast Total Population by Age 2018-2023
Table 16 Forecast Households 2018-2023

MARKET DATA

Table 17 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 18 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 20 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 21 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 23 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 25 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources