Supermarkets in Colombia

PROSPECTS

Targeting specific consumer segments

Supermarkets continued to witness current value growth in 2019, despite only seeing marginal growth in outlet numbers. Amidst the strong offer in modern grocery retailing, players in supermarkets realised that they could not just offer the same products as their competitors.

Providing home delivery to compete with traditional grocery retailers

Traditional grocery retailers in Colombia are known for their home delivery service, which is usually fast, free of charge and the goods are relatively affordable. Players in supermarkets noted that home delivery was a service that Colombians frequently used, and decided they needed to implement a similar option.

Building loyalty through collaboration with other markets

The leaders of two different but complementary markets are working together to mutual benefit. Bancolombia, the financial services leader, and the supermarket chain Éxito have strengthened their alliance through a customer loyalty programme, offering a new scheme called Puntos Colombia.

COMPETITIVE LANDSCAPE

Olímpica maintains its lead with a wide private label portfolio and outlet openings

In 2019, Olímpica from Supertiendas & Droguerías Olímpica continued to lead supermarkets in terms of both value sales and number of outlets. It is strengthening its economy private label portfolio to compete with other supermarket chains and discounters, with good results.

New format for Carulla aims to maintain growth for Almacenes Éxito

Almacenes Éxito remained in second position in supermarkets in both value terms and in terms of outlet numbers in 2019. It has two major brands, Éxito and Carulla, and has clearly positioned each brand based on their target market.

Small chains of regional supermarkets compete, but all players suffer from theft

More than half of sales in supermarkets are accounted for by smaller players, included under “others”. These players include several small chains of supermarkets in different areas of the country, where their close proximity to neighbourhoods, product offers, low prices and good service have allowed them to gain a presence and strengthen their position regionally.

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