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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Colombia

Jun 2020

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

In the first half of 2020, Colombia has seen some panic-buying and stockpiling of tissue and hygiene products among consumers during the country’s lockdown owing to COVID-19. Toilet paper has been affected the most by this given that it is an essential household item and shoppers have feared running out of supplies.

COVID-19 country impact

As of 13 May 2020, Colombia had seen 509 deaths due to COVID-19 and 12,930 cases. The country has been under national curfew since 21 March, with an obligatory preventive quarantine in place in Colombia since 25 March, which has since been extended twice, currently until 25 May.

Sanitary protection now more affordable for Colombians

In 2019, the Colombian government removed the sales tax on feminine hygiene products. The Constitutional Court ruled that applying VAT to sanitary protection products is a form of discrimination against women.

Private label propelled by expansion of hard discounters

The price war between brand manufacturers and hard discounters intensified in 2019 as manufacturers pushed for price increases, especially amid the rising cost of raw materials. D1, Colombia’s leading hard discounter continued to grow in popularity and expand across the country.

Most sales normalisation predicted for 2021 as Colombia recovers from COVID-19

For most tissue and hygiene categories, recovery from the impact of COVID-19 is predicted in 2021 when the Colombian economy is projected to return to growth. The exception is likely to be AFH products partly because of the gradual and cautious process of reopening business and leisure industries, but especially because of the financial hit many Colombians are likely to have taken from this pandemic.

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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

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Sanitary protection now more affordable for Colombians

Private label propelled by expansion of hard discounters

Most sales normalisation predicted for 2021 as Colombia recovers from COVID-19

Chart 1 Tissue and Hygiene Value Sales Growth Scenarios: 2017-2024
Chart 2 Tissue and Hygiene Impact of Soft Drivers on Value Sales: 2016-2024

MARKET INDICATORS

Table 1 Birth Rates 2014-2019
Table 2 Infant Population 2014-2019
Table 3 Female Population by Age 2014-2019
Table 4 Total Population by Age 2014-2019
Table 5 Households 2014-2019
Table 6 Forecast Infant Population 2019-2024
Table 7 Forecast Female Population by Age 2019-2024
Table 8 Forecast Total Population by Age 2019-2024
Table 9 Forecast Households 2019-2024

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2014-2019
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2015-2019
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2016-2019
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2014-2019
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2014-2019
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2019
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Colombia

HEADLINES

PRE-COVID-19 PERFORMANCE

AFH adult incontinence has potential as the population ages, while AFH tissue is challenged by hard discounters

Retail leader Familia Sancela has AFH covered too

Specialising in AFH wipers may help insulate from economic challenges

2020 AND BEYOND

COVID-19 impact

Affected products within away-from-home tissue and hygiene

Recovery and opportunities

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2014-2019
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2019
Table 22 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2014-2019
Table 23 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2014-2019
Table 24 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2014-2019
Table 25 Sales of Away-From-Home Wipers by Format through Public: % Value 2014-2019

Sanitary Protection in Colombia

HEADLINES

PRE-COVID-19 PERFORMANCE

Demand for sanitary protection spikes thanks to VAT exemption, while supplies are requested for the homeless

Nosotras is very much the go-to brand in sanitary protection

Wings continue to propel sales growth

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Table 26 Retail Sales of Sanitary Protection by Category: Value 2014-2019
Table 27 Retail Sales of Sanitary Protection by Category: % Value Growth 2014-2019
Table 28 Retail Sales of Tampons by Application Format: % Value 2014-2019
Table 29 NBO Company Shares of Retail Sanitary Protection: % Value 2015-2019
Table 30 LBN Brand Shares of Retail Sanitary Protection: % Value 2016-2019
Table 31 Forecast Retail Sales of Sanitary Protection by Category: Value 2019-2024
Table 32 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2019-2024

Nappies/Diapers/Pants in Colombia

HEADLINES

PRE-COVID-19 PERFORMANCE

Quality and safety are prioritised by parents

Winny proves a good fit for Colombia

Brand values and innovation are increasingly key

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Table 33 Retail Sales of Nappies/Diapers/Pants by Category: Value 2014-2019
Table 34 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2014-2019
Table 35 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2015-2019
Table 36 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2016-2019
Table 37 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 38 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024

Retail Adult Incontinence in Colombia

HEADLINES

PRE-COVID-19 PERFORMANCE

Demographics, lifestyles and improving communication stimulate healthy demand

Competition increasing but limited as Tena dominates sales

Average unit price growth decelerating as retailers see category opportunity

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Table 39 Sales of Retail Adult Incontinence by Category: Value 2014-2019
Table 40 Sales of Retail Adult Incontinence by Category: % Value Growth 2014-2019
Table 41 NBO Company Shares of Retail Adult Incontinence: % Value 2015-2019
Table 42 LBN Brand Shares of Retail Adult Incontinence: % Value 2016-2019
Table 43 Forecast Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 44 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024

Rx/Reimbursement Adult Incontinence in Colombia

HEADLINES

PRE-COVID-19 PERFORMANCE

Sales growth limited by healthcare company closures

Pharmacies offer growth opportunity

Inclusion on the Health Benefits Plan likely to see companies change strategy

2020 AND BEYOND

COVID-19 impact

Recovery and opportunities

CATEGORY DATA

Table 45 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2014-2019
Table 46 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2014-2019
Table 47 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2019-2024
Table 48 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2019-2024

Wipes in Colombia

HEADLINES

PRE-COVID-19 PERFORMANCE

Baby wipes become more versatile, while competition strengthens

Personal wipes dominated by Familia Sancela

Home care wipes and floor cleaning systems still niche

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Table 49 Retail Sales of Wipes by Category: Value 2014-2019
Table 50 Retail Sales of Wipes by Category: % Value Growth 2014-2019
Table 51 NBO Company Shares of Retail Wipes: % Value 2015-2019
Table 52 LBN Brand Shares of Retail Wipes: % Value 2016-2019
Table 53 Forecast Retail Sales of Wipes by Category: Value 2019-2024
Table 54 Forecast Retail Sales of Wipes by Category: % Value Growth 2019-2024

Retail Tissue in Colombia

HEADLINES

PRE-COVID-19 PERFORMANCE

Consumers remain price-sensitive in toilet paper, limiting brand growth potential

Familia Sancela leads retail tissue with comprehensive portfolio

Contrasting fortunes for facial tissues and paper towels

2020 AND BEYOND

COVID-19 impact

Affected products within retail tissue

Recovery and opportunities

CATEGORY DATA

Table 55 Retail Sales of Tissue by Category: Value 2014-2019
Table 56 Retail Sales of Tissue by Category: % Value Growth 2014-2019
Table 57 NBO Company Shares of Retail Tissue: % Value 2015-2019
Table 58 LBN Brand Shares of Retail Tissue: % Value 2016-2019
Table 59 Forecast Retail Sales of Tissue by Category: Value 2019-2024
Table 60 Forecast Retail Sales of Tissue by Category: % Value Growth 2019-2024

Away-From-Home Tissue and Hygiene in Colombia

HEADLINES

PRE-COVID-19 PERFORMANCE

AFH adult incontinence has potential as the population ages, while AFH tissue is challenged by hard discounters

Retail leader Familia Sancela has AFH covered too

Specialising in AFH wipers may help insulate from economic challenges

2020 AND BEYOND

COVID-19 impact

Affected products within away-from-home tissue and hygiene

Recovery and opportunities

CATEGORY DATA

Table 61 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2014-2019
Table 62 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 63 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2019
Table 64 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2014-2019
Table 65 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2014-2019
Table 66 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2014-2019
Table 67 Sales of Away-From-Home Wipers by Format through Public: % Value 2014-2019
Table 68 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2014-2019
Table 69 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 70 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 71 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024

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Megatrends

Country Report

Tissue and Hygiene in Colombia

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Sanitary protection now more affordable for Colombians

Private label propelled by expansion of hard discounters

Most sales normalisation predicted for 2021 as Colombia recovers from COVID-19

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

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Sanitary protection now more affordable for Colombians

Private label propelled by expansion of hard discounters

Most sales normalisation predicted for 2021 as Colombia recovers from COVID-19

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Away-From-Home Tissue and Hygiene in Colombia

HEADLINES

PRE-COVID-19 PERFORMANCE

AFH adult incontinence has potential as the population ages, while AFH tissue is challenged by hard discounters

Retail leader Familia Sancela has AFH covered too

Specialising in AFH wipers may help insulate from economic challenges

2020 AND BEYOND

COVID-19 impact

Affected products within away-from-home tissue and hygiene

Recovery and opportunities

CATEGORY DATA

Sanitary Protection in Colombia

HEADLINES

PRE-COVID-19 PERFORMANCE

Demand for sanitary protection spikes thanks to VAT exemption, while supplies are requested for the homeless

Nosotras is very much the go-to brand in sanitary protection

Wings continue to propel sales growth

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Nappies/Diapers/Pants in Colombia

HEADLINES

PRE-COVID-19 PERFORMANCE

Quality and safety are prioritised by parents

Winny proves a good fit for Colombia

Brand values and innovation are increasingly key

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Retail Adult Incontinence in Colombia

HEADLINES

PRE-COVID-19 PERFORMANCE

Demographics, lifestyles and improving communication stimulate healthy demand

Competition increasing but limited as Tena dominates sales

Average unit price growth decelerating as retailers see category opportunity

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Rx/Reimbursement Adult Incontinence in Colombia

HEADLINES

PRE-COVID-19 PERFORMANCE

Sales growth limited by healthcare company closures

Pharmacies offer growth opportunity

Inclusion on the Health Benefits Plan likely to see companies change strategy