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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Colombia

Mar 2019

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!

Skin-friendly materials are emerging strongly in the tissue and hygiene offer

Tissue and hygiene continued to see strong current value growth in 2018, with new product launches contributing strongly to this increase. “Sensitive” was the word most used in recent launches by major brands in diverse categories, such as wipes, sanitary protection, nappies/diapers/pants and toilet paper.

Sanitary protection achieves VAT exclusion

After the controversy that led to the reduction of the VAT on sanitary protection products from 19% to 5% in 2016, women’s organisations won the final fight, as the Constitutional Court ruled that applying VAT to sanitary protection products is a form of discrimination against women. The ruling covers towels and tampons, which will attract 0% VAT after the final dispositions needed to legalise the decision.

Amidst moderate growth in retail, manufacturers turn to the AFH channel

Companies such as Productos Familia Sancela and Colombiana Kimberly-Colpapel have been historic leaders in the AFH channel, offering not only AFH tissue products, with the emphasis on toilet paper, but also dispensers, maintenance, the supply of complementary products (liquid and foam soap, for example) and the repositioning needed to successfully provide a service in restaurants, hotels and other businesses. Along with these key players, companies such as Drypers Andina and Papeles Nacionales with brands such as Elite Professional and Sani Tisu, are striving to increase their AFH shares with different strategies.

Discounters’ private label lines account for a rising share of sales

Discounters’ private label lines continue to take share from traditional manufacturers and retailers with low-cost brands, with Rendy from D1 seeing the fastest growth. Private label lines from discounters have been gradually extending beyond basic toilet paper to have an influence in categories such as paper towels and personal wipes, with a value for money offer that has received good acceptance by consumers.

Tissue and hygiene is expected to be more competitive over the forecast period

The rise of discounters and their private label lines in low-risk categories, or those in which consumers are more willing to switch brands or manufacturers due the low risk perceived in doing so (mostly tissue categories such as toilet paper, paper towels and napkins) will lead to a more competitive environment during the forecast period. Private label lines from traditional retailers will also leverage this trend, getting closer to the attributes already perceived as positive by consumers in discounters’ private label products (price, good value for the quality).

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Tissue and Hygiene 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 Tissue and Hygiene 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 Tissue and Hygiene 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 Tissue and Hygiene in Colombia?
What are the major brands in Colombia?
What are the most dynamic tissue and hygiene categories?
What are the major markets for tissue products sales?
What are the major markets for hygiene products sales?

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.

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Tissue and Hygiene in Colombia

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 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Colombia

HEADLINES

PROSPECTS

AFH tissue and hygiene faces competition from discounters

The AFH tissue and hygiene offer is complemented by soap and disinfectants

Adult incontinence is expected to be included in the health benefits plan

COMPETITIVE LANDSCAPE

Productos Familia also leads in AFH tissue and hygiene

Drypers Andina aims to increase its recognition in the AFH channel

Purell leverages its reputation as a complement to AFH products

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2014-2018
Table 22 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2013-2018
Table 23 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2013-2018
Table 24 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2013-2018
Table 25 Sales of Away-From-Home Wipers by Format through Public: % Value 2013-2018
Table 26 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 27 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 28 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 29 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in Colombia

HEADLINES

PROSPECTS

Sales of disposable pants are rising within nappies/diapers/pants

Softness and comfort are key properties

Gender segmentation is still underdeveloped in the category

COMPETITIVE LANDSCAPE

Tecnoquímicas continues to lead

Relatively small brands see higher growth

The category continues to show strong concentration

CATEGORY DATA

Table 30 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 31 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 32 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 33 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 34 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 35 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in Colombia

HEADLINES

PROSPECTS

The promotion of adult incontinence products shifts to a wider target

Retail adult incontinence sees a sales deceleration in 2018

Recent population census supports the growth forecast

COMPETITIVE LANDSCAPE

The rising competition will give consumers more choice and lower prices

Tena is the undeniable leader in retail adult incontinence

Papeles Nacionales revamps its brand

CATEGORY DATA

Table 36 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 37 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 38 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 39 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 40 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 41 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in Colombia

HEADLINES

PROSPECTS

Retail tissue maintains high VAT after the tax reform

Toilet paper sees the highest volume growth in 2018

Facial tissues still fails to see growth in 2018

COMPETITIVE LANDSCAPE

Productos Familia Sancela continues to lead retail tissue

Colombiana Kimberly-Colpapel is focusing on small incremental innovations

Papeles Nacionales see a good performance in paper towels

CATEGORY DATA

Table 42 Retail Sales of Tissue by Category: Value 2013-2018
Table 43 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 44 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 45 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 46 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 47 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Rx/Reimbursement Adult Incontinence in Colombia

HEADLINES

PROSPECTS

The Constitutional Court rules positively about adult incontinence

Adult incontinence is important for pharmacies in hospitals and healthcare providers

Changes are expected when adult incontinence enters the benefits plan

CATEGORY DATA

Table 48 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2013-2018
Table 49 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2013-2018
Table 50 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2018-2023
Table 51 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2018-2023

Sanitary Protection in Colombia

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 52 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 53 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 54 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 55 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 56 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 57 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 58 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in Colombia

HEADLINES

PROSPECTS

Home care wipes remains underdeveloped in Colombia

Personal wipes sees active new product development in 2018

Baby wipes remains the leading category

COMPETITIVE LANDSCAPE

Productos Familia Sancela continues to lead

Private label continues to see strong growth

Beauty and personal care companies are still working on their wipes

CATEGORY DATA

Table 59 Retail Sales of Wipes by Category: Value 2013-2018
Table 60 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 61 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 62 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 63 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 64 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023

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Megatrends

Country Report

Tissue and Hygiene in Colombia

New Report Guarantee

Executive Summary

New Report Guarantee

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

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Tissue and Hygiene in Colombia

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

MARKET DATA

SOURCES

Away-From-Home Tissue and Hygiene in Colombia

HEADLINES

PROSPECTS

AFH tissue and hygiene faces competition from discounters

The AFH tissue and hygiene offer is complemented by soap and disinfectants

Adult incontinence is expected to be included in the health benefits plan

COMPETITIVE LANDSCAPE

Productos Familia also leads in AFH tissue and hygiene

Drypers Andina aims to increase its recognition in the AFH channel

Purell leverages its reputation as a complement to AFH products

CATEGORY DATA

Nappies/Diapers/Pants in Colombia

HEADLINES

PROSPECTS

Sales of disposable pants are rising within nappies/diapers/pants

Softness and comfort are key properties

Gender segmentation is still underdeveloped in the category

COMPETITIVE LANDSCAPE

Tecnoquímicas continues to lead

Relatively small brands see higher growth

The category continues to show strong concentration

CATEGORY DATA

Retail Adult Incontinence in Colombia

HEADLINES

PROSPECTS

The promotion of adult incontinence products shifts to a wider target

Retail adult incontinence sees a sales deceleration in 2018

Recent population census supports the growth forecast

COMPETITIVE LANDSCAPE

The rising competition will give consumers more choice and lower prices

Tena is the undeniable leader in retail adult incontinence

Papeles Nacionales revamps its brand

CATEGORY DATA

Retail Tissue in Colombia

HEADLINES

PROSPECTS

Retail tissue maintains high VAT after the tax reform

Toilet paper sees the highest volume growth in 2018

Facial tissues still fails to see growth in 2018

COMPETITIVE LANDSCAPE

Productos Familia Sancela continues to lead retail tissue

Colombiana Kimberly-Colpapel is focusing on small incremental innovations

Papeles Nacionales see a good performance in paper towels

CATEGORY DATA

Rx/Reimbursement Adult Incontinence in Colombia

HEADLINES

PROSPECTS

The Constitutional Court rules positively about adult incontinence

Adult incontinence is important for pharmacies in hospitals and healthcare providers

Changes are expected when adult incontinence enters the benefits plan

CATEGORY DATA

Sanitary Protection in Colombia

HEADLINES