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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Colombia

45 pages, Mar 2018

US$2,650

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Private label booming in 2017

Back in 2014-2015, brands like Rendy (retail tissue), Arbora (facial tissues, napkins), Rosé (sanitary protection), Spirit (personal wipes) and Justo y Bueno (in several categories) were not at all familiar to most consumers. Their brand owners were in the initial expansion phase and Colombians were just starting to know them.

Comfort, key driver in new developments

In 2017, major manufacturers were focusing on comfort to set some differentiation with private label and low-tier products, which are covering functionality adequately and creating a good value-for-money perception. In categories like nappies/diapers/pants where the mid-tier segment is overcrowded, including branded products and private label, major brands like Winny, Pequeñin and Huggies are focusing their developments and advertising on fitting adjustment to body curves, softer natural materials (cotton) for parts in contact with skin and interesting inner polymer applications like Dispersec from Winny, which distributes liquids more effectively across a diaper’s inner layer to prevent localised bumps caused by fluids accumulation.

Productos Familia leads tissue and hygiene

After overcoming the collusion scandal and despite increasing competition of discounters, Productos Familia remains as the market leader; it saw more moderate but still positive value growth in 2017. The company continues to focus on innovation through a very dynamic new product development strategy aiming to keep consumers interested.

Changing retailing landscape influences tissue and hygiene in 2017

The rise of discounters is not only seen in an expanding private label portfolio, which is already covering retail tissue, sanitary protection and wipes. It is perceived in the players’ aggressive low-price strategy, gradual substitution of mainstream and traditional brands with their own private label lines considering their outlets are not big enough to keep all brands, and very active expansion in large cities and mid-sized urban centres to compete not only with supermarkets and hypermarkets but also with small independent grocers.

Tissue and hygiene to see gradual recovery

Consumption deceleration experienced in 2017 is likely to gradually retreat over the forecast period when the economy shows higher growth and consumers’ expectations recover. However, value growth will continue to erode, which will be demonstrated through a lower-value CAGR compared to that of the review period.

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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

Private label booming in 2017

Comfort, key driver in new developments

Productos Familia leads tissue and hygiene

Changing retailing landscape influences tissue and hygiene in 2017

Tissue and hygiene to see gradual recovery

MARKET INDICATORS

Table 1 Birth Rates 2012-2017
Table 2 Infant Population 2012-2017
Table 3 Female Population by Age 2012-2017
Table 4 Total Population by Age 2012-2017
Table 5 Households 2012-2017
Table 6 Forecast Infant Population 2017-2022
Table 7 Forecast Female Population by Age 2017-2022
Table 8 Forecast Total Population by Age 2017-2022
Table 9 Forecast Households 2017-2022

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2012-2017
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2013-2017
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2014-2017
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2012-2017
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2012-2017
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2017
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022

DEFINITIONS

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Colombia

HEADLINES

PROSPECTS

AFH tissue and hygiene growth supported by hospitality industry

Design of dispensers and after-sales service are focus in the AFH landscape

Hospitals/healthcare remains the most important AFH tissue and hygiene user

COMPETITIVE LANDSCAPE

Major players in retail tissue and hygiene also lead in AFH

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2012-2017
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2017
Table 22 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2012-2017
Table 23 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2017
Table 24 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2017-2022
Table 25 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2017-2022

Nappies/Diapers/Pants in Colombia

HEADLINES

PROSPECTS

Premiumisation used to stand out in crowded mid-tier segment

Private label sees little traction

Disposable pants struggle against local customs

COMPETITIVE LANDSCAPE

Pampers gains important share in 2017

Drypers Andina sees a big share increase during 2017

Domination of three major brands is hard to change.

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2012-2017
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2012-2017
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2013-2017
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2014-2017
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2017-2022
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2017-2022

Retail Tissue in Colombia

HEADLINES

PROSPECTS

Retail tissue remains the most competitive category in tissue and hygiene

Facial tissues still struggling in Colombia

Recycled toilet paper still not visible at retailers

COMPETITIVE LANDSCAPE

Major brands have difficulty competing with private label

Papeles Nacionales maintains share thanks to Rosal’s previous positioning

Regional imprint regains predominance within competitive environment

CATEGORY DATA

Table 32 Retail Sales of Tissue by Category: Value 2012-2017
Table 33 Retail Sales of Tissue by Category: % Value Growth 2012-2017
Table 34 NBO Company Shares of Retail Tissue: % Value 2013-2017
Table 35 LBN Brand Shares of Retail Tissue: % Value 2014-2017
Table 36 Forecast Retail Sales of Tissue by Category: Value 2017-2022
Table 37 Forecast Retail Sales of Tissue by Category: % Value Growth 2017-2022

Sanitary Protection in Colombia

HEADLINES

PROSPECTS

Pantyliners the most affected by economic slowdown

Private label making inroads in the category

Menstrual cups are arriving to major retailers

COMPETITIVE LANDSCAPE

Productos Familia Sancela maintains lead through innovation and extensions

Playtex offers tampon for sports enthusiasts

Carefree and Stayfree use brand differentiation and simplicity to gain more shelf space

CATEGORY DATA

Table 38 Retail Sales of Sanitary Protection by Category: Value 2012-2017
Table 39 Retail Sales of Sanitary Protection by Category: % Value Growth 2012-2017
Table 40 Retail Sales of Tampons by Application Format: % Value 2012-2017
Table 41 NBO Company Shares of Retail Sanitary Protection: % Value 2013-2017
Table 42 LBN Brand Shares of Retail Sanitary Protection: % Value 2014-2017
Table 43 Forecast Retail Sales of Sanitary Protection by Category: Value 2017-2022
Table 44 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2017-2022

Wipes in Colombia

HEADLINES

PROSPECTS

Natural ingredients increasingly seen in local wipes offer

Private label and new brands inundating the market

Small sizes are well accepted

COMPETITIVE LANDSCAPE

Productos Familia Sancela leads the category in 2017

Private label see the biggest share increase during 2017

Direct sellers neglecting further expansion in wipes

CATEGORY DATA

Table 45 Retail Sales of Wipes by Category: Value 2012-2017
Table 46 Retail Sales of Wipes by Category: % Value Growth 2012-2017
Table 47 NBO Company Shares of Retail Wipes: % Value 2013-2017
Table 48 LBN Brand Shares of Retail Wipes: % Value 2014-2017
Table 49 Forecast Retail Sales of Wipes by Category: Value 2017-2022
Table 50 Forecast Retail Sales of Wipes by Category: % Value Growth 2017-2022

Retail Adult Incontinence in Colombia

HEADLINES

PROSPECTS

Pants bolstering the category

Demand coming from various age groups for various conditions

Education and sampling, crucial for category expansion

COMPETITIVE LANDSCAPE

High share concentration presents opportunities for newcomers

Plenitud focuses on segmentation

Other brands are in development phase

CATEGORY DATA

Table 51 Sales of Retail Adult Incontinence by Category: Value 2012-2017
Table 52 Sales of Retail Adult Incontinence by Category: % Value Growth 2012-2017
Table 53 NBO Company Shares of Retail Adult Incontinence: % Value 2013-2017
Table 54 LBN Brand Shares of Retail Adult Incontinence: % Value 2014-2017
Table 55 Forecast Sales of Retail Adult Incontinence by Category: Value 2017-2022
Table 56 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2017-2022

Rx/Reimbursement Adult Incontinence in Colombia

HEADLINES

PROSPECTS

Constitutional Court considers including adult incontinence in the health benefits plan

Most inpatients need to buy their own adult incontinence products

Urologists usually prescribe adult incontinence products for moderate to severe cases

CATEGORY DATA

Table 57 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2012-2017
Table 58 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2012-2017
Table 59 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2017-2022
Table 60 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2017-2022

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Megatrends

Country Report

Tissue and Hygiene in Colombia

New Report Guarantee

Executive Summary

New Report Guarantee

Private label booming in 2017

Comfort, key driver in new developments

Productos Familia leads tissue and hygiene

Changing retailing landscape influences tissue and hygiene in 2017

Tissue and hygiene to see gradual recovery

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

Private label booming in 2017

Comfort, key driver in new developments

Productos Familia leads tissue and hygiene

Changing retailing landscape influences tissue and hygiene in 2017

Tissue and hygiene to see gradual recovery

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

Away-From-Home Tissue and Hygiene in Colombia

HEADLINES

PROSPECTS

AFH tissue and hygiene growth supported by hospitality industry

Design of dispensers and after-sales service are focus in the AFH landscape

Hospitals/healthcare remains the most important AFH tissue and hygiene user

COMPETITIVE LANDSCAPE

Major players in retail tissue and hygiene also lead in AFH

CATEGORY DATA

Nappies/Diapers/Pants in Colombia

HEADLINES

PROSPECTS

Premiumisation used to stand out in crowded mid-tier segment

Private label sees little traction

Disposable pants struggle against local customs

COMPETITIVE LANDSCAPE

Pampers gains important share in 2017

Drypers Andina sees a big share increase during 2017

Domination of three major brands is hard to change.

CATEGORY DATA

Retail Tissue in Colombia

HEADLINES

PROSPECTS

Retail tissue remains the most competitive category in tissue and hygiene

Facial tissues still struggling in Colombia

Recycled toilet paper still not visible at retailers

COMPETITIVE LANDSCAPE

Major brands have difficulty competing with private label

Papeles Nacionales maintains share thanks to Rosal’s previous positioning

Regional imprint regains predominance within competitive environment

CATEGORY DATA

Sanitary Protection in Colombia

HEADLINES

PROSPECTS

Pantyliners the most affected by economic slowdown

Private label making inroads in the category

Menstrual cups are arriving to major retailers

COMPETITIVE LANDSCAPE

Productos Familia Sancela maintains lead through innovation and extensions

Playtex offers tampon for sports enthusiasts

Carefree and Stayfree use brand differentiation and simplicity to gain more shelf space

CATEGORY DATA

Wipes in Colombia

HEADLINES

PROSPECTS

Natural ingredients increasingly seen in local wipes offer

Private label and new brands inundating the market

Small sizes are well accepted

COMPETITIVE LANDSCAPE

Productos Familia Sancela leads the category in 2017

Private label see the biggest share increase during 2017

Direct sellers neglecting further expansion in wipes