Health and wellness recorded higher value growth in 2021 than in the previous year. The COVID-19 pandemic accelerated the health and wellness trend in Colombia, boosting demand for healthier beverages and packaged food that support overall wellbeing and strengthen the immune system. A growing number of consumers are adopting a more holistic approach to health by opting for products that are naturally healthy and known to be better for you.
The Health and Wellness in Colombia report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2017-2021, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2026 illustrate how the market is set to change.
Product coverage: Focus Categories by Key Functional Ingredients, Health and Wellness by Category, Health and Wellness by Type, Health Wellness by Prime Positioning.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
The Health and Wellness in Colombia report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2017-2021, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2026 illustrate how the market is set to change.
Product coverage: Focus Categories by Key Functional Ingredients, Health and Wellness by Category, Health and Wellness by Type, Health Wellness by Prime Positioning.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Health and Wellness market;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market’s major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.
Table of Contents
EXECUTIVE SUMMARY- Health and wellness in 2021: The big picture
- 2021 key trends
- Competitive landscape
- Retailing developments
- What next for health and wellness?
- Table 1 Sales of Health and Wellness by Type: Value 2016-2021
- Table 2 Sales of Health and Wellness by Type: % Value Growth 2016-2021
- Table 3 Sales of Health and Wellness by Category: Value 2016-2021
- Table 4 Sales of Health and Wellness by Category: % Value Growth 2016-2021
- Table 5 Sales of Health and Wellness by Prime Positioning: Value 2016-2021
- Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2016-2021
- Table 7 NBO Company Shares of Health and Wellness: % Value 2017-2021
- Table 8 LBN Brand Shares of Health and Wellness: % Value 2018-2021
- Table 9 Distribution of Health and Wellness by Format: % Value 2016-2021
- Table 10 Distribution of Health and Wellness by Format and Category: % Value 2021
- Table 11 Forecast Sales of Health and Wellness by Type: Value 2021-2026
- Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2021-2026
- Table 13 Forecast Sales of Health and Wellness by Category: Value 2021-2026
- Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2021-2026
- Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2021-2026
- Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2021-2026
- Summary 1 Research Sources
KEY DATA FINDINGS
2021 DEVELOPMENTS
- BFY beverages records lower value growth than in the review period as economic constrains drive consumption patterns
- Postobón leads BFY beverages in 2021 thanks to the success of its H2OH! brand
- Strong advertising and product reformulation help Fomento maintain top position
- Moderate growth over the forecast period
- Reduced caffeine coffee sales remain limited due to negative perceptions
- COVID-19 set to increase sales via e-commerce
- Table 17 Sales of BFY Beverages by Category: Value 2016-2021
- Table 18 Sales of BFY Beverages by Category: % Value Growth 2016-2021
- Table 19 NBO Company Shares of BFY Beverages: % Value 2017-2021
- Table 20 LBN Brand Shares of BFY Beverages: % Value 2018-2021
- Table 21 Distribution of BFY Beverages by Format: % Value 2016-2021
- Table 22 Forecast Sales of BFY Beverages by Category: Value 2021-2026
- Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Increased consumption of FF energy drinks at home drives growth FF beverages in 2021
- Lack of innovation limits development of FF beverages
- Postobón retains lead thanks to dominance in FF energy drinks
- Moderate value growth for FF beverages over the forecast period
- FF sports drinks developing a loyal following
- Adult-specific FF beverages could lead to interesting developments
- Table 24 Sales of Fortified/Functional Beverages by Category: Value 2016-2021
- Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2016-2021
- Table 26 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2016-2021
- Table 27 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2016-2021
- Table 28 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2016-2021
- Table 29 NBO Company Shares of Fortified/Functional Beverages: % Value 2017-2021
- Table 30 LBN Brand Shares of Fortified/Functional Beverages: % Value 2018-2021
- Table 31 Distribution of Fortified/Functional Beverages by Format: % Value 2016-2021
- Table 32 Forecast Sales of Fortified/Functional Beverages by Category: Value 2021-2026
- Table 33 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Naturally healthy beverages performs well as consumers pay increasing attention to their health
- Consumers go back to basics in search of good health
- Naturally healthy hot drinks performs well as consumers look for beverages with natural immune boosting properties
- Naturally healthy beverages benefits from the health and wellness trend
- Products targeting digestive and women’s health expected to register value growth over forecast period
- Foodservice helping to educate consumers
- Table 34 Sales of NH Beverages by Category: Value 2016-2021
- Table 35 Sales of NH Beverages by Category: % Value Growth 2016-2021
- Table 36 NBO Company Shares of NH Beverages: % Value 2017-2021
- Table 37 LBN Brand Shares of NH Beverages: % Value 2018-2021
- Table 38 Distribution of NH Beverages by Format: % Value 2016-2021
- Table 39 Forecast Sales of NH Beverages by Category: Value 2021-2026
- Table 40 Forecast Sales of NH Beverages by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Consumers look to organic coffee for indulgence while working from home
- Procafecol focuses on quality and distribution to win share
- Buendía Organico Liofilizado dominates organic instant coffee
- Federación Nacional de Cafeteros will continue to support organic coffee growers
- Small presence of organic coffee in premium lines
- Negligible presence of organic soft drinks, while organic plant-based and malt-based hot drinks has potential
- Table 75 Sales of Organic Beverages by Category: Value 2016-2021
- Table 76 Sales of Organic Beverages by Category: % Value Growth 2016-2021
- Table 77 NBO Company Shares of Organic Beverages: % Value 2017-2021
- Table 78 LBN Brand Shares of Organic Beverages: % Value 2018-2021
- Table 79 Distribution of Organic Beverages by Format: % Value 2016-2021
- Table 80 Forecast Sales of Organic Beverages by Category: Value 2021-2026
- Table 81 Forecast Sales of Organic Beverages by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Growth of BFY packaged food is supported by growing demand for reduced fat dairy products and reduced sugar confectionery
- Health and wellness trend benefits nut and seed-based spreads
- Reduced sugar trend more and more visible in baby food
- Law mandating labelling of ultra-processed packaged food and beverages will benefit BFY packaged food
- Smaller companies might struggle to adapt following the implementation of the new labelling law
- Higher price of reduced salt stocks and fonds might prevent wider adoption among local population
- Table 41 Sales of BFY Packaged Food by Category: Value 2016-2021
- Table 42 Sales of BFY Packaged Food by Category: % Value Growth 2016-2021
- Table 43 NBO Company Shares of BFY Packaged Food: % Value 2017-2021
- Table 44 LBN Brand Shares of BFY Packaged Food: % Value 2018-2021
- Table 45 Distribution of BFY Packaged Food by Format: % Value 2016-2021
- Table 46 Forecast Sales of BFY Packaged Food by Category: Value 2021-2026
- Table 47 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Free from dairy milk continues to portray healthy growth in 2021
- Free from meat meat substitutes sees a growing presence of local brands
- Growing debate about the detrimental effects of gluten consumption boosts demand for gluten-free packaged food
- With a growing number of vegans, vegetarians and flexitarians, free from dairy products are likely to continue to gain in popularity
- Companies proposing meat substitutes will continue to innovate, improving the product and making it more widely available
- Often offered at higher prices, rice and lentil pasta remain niche products in Colombia
- Table 48 Sales of Free From by Category: Value 2016-2021
- Table 49 Sales of Free From by Category: % Value Growth 2016-2021
- Table 50 NBO Company Shares of Free From: % Value 2017-2021
- Table 51 LBN Brand Shares of Free From: % Value 2018-2021
- Table 52 Distribution of Free From by Format: % Value 2016-2021
- Table 53 Forecast Sales of Free From by Category: Value 2021-2026
- Table 54 Forecast Sales of Free From by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Colombians prefer naturally healthy food and dietary supplements, negatively affecting demand for fortified/functional packaged food
- Fortified/functional confectionery remains an underdeveloped product area
- Main focus remains on vitamins, minerals and fibre, mostly in dairy and staple foods such as pasta and rice
- Future does not look too bright for fortified/functional packaged food, as consumers feel more drawn to products that are naturally healthy
- Reduced sugar and fortified children’s breakfast cereals respond to growing consumers concerns about harmful ingredients in products targeting children
- Consumers are more likely to opt for vitamins and dietary supplements than FF packaged food since the former are believed to be more effective
- Table 55 Sales of Fortified/Functional Packaged Food by Category: Value 2016-2021
- Table 56 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2016-2021
- Table 57 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2016-2021
- Table 58 Key Functional Ingredients in Fortified/Functional Bread: % Value 2016-2021
- Table 59 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2016-2021
- Table 60 Key Functional Ingredients in Fortified/Functional Milk: % Value 2016-2021
- Table 61 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2016-2021
- Table 62 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2017-2021
- Table 63 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2018-2021
- Table 64 LBN Brand Shares of Fortified/Functional Bread: % Value 2018-2021
- Table 65 Distribution of Fortified/Functional Packaged Food by Format: % Value 2016-2021
- Table 66 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2021-2026
- Table 67 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Nuts, seeds and trail mixes remains one of the most important product areas in naturally healthy packaged food
- NH high fibre breakfast cereals benefits from the growing health awareness among consumers
- Growing awareness of health benefits of olive oil boosts sales
- Naturally healthy packaged food benefits from the health and wellness trend, while the new labelling law will further boost sales
- Rice will benefit from growing consumer awareness about the negative health effects of gluten consumption
- New labelling law set to benefit NH honey at the cost of jams and preserves, and refined sugar
- Table 68 Sales of NH Packaged Food by Category: Value 2016-2021
- Table 69 Sales of NH Packaged Food by Category: % Value Growth 2016-2021
- Table 70 NBO Company Shares of NH Packaged Food: % Value 2017-2021
- Table 71 LBN Brand Shares of NH Packaged Food: % Value 2018-2021
- Table 72 Distribution of NH Packaged Food by Format: % Value 2016-2021
- Table 73 Forecast Sales of NH Packaged Food by Category: Value 2021-2026
- Table 74 Forecast Sales of NH Packaged Food by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Organic packaged food remains a small product area in Colombia, as consumers do not see the benefits thereof, as different from organic fresh produce
- Parents opt for organic packaged food when it is for their children
- Organic dairy remains non-existent as a product area
- Choice of organic packaged food will remain dependent on the economic situation
- Organic baby food is the exception to the rule as parents are increasingly concerned about the ingredients used in packaged food
- Locally sourced produce offers potential for growing availability of organic packaged food
- Table 82 Sales of Organic Packaged Food by Category: Value 2016-2021
- Table 83 Sales of Organic Packaged Food by Category: % Value Growth 2016-2021
- Table 84 NBO Company Shares of Organic Packaged Food: % Value 2017-2021
- Table 85 LBN Brand Shares of Organic Packaged Food: % Value 2018-2021
- Table 86 Distribution of Organic Packaged Food by Format: % Value 2016-2021
- Table 87 Forecast Sales of Organic Packaged Food by Category: Value 2021-2026
- Table 88 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2021-2026
