Colombia Country Focus – Part 1: The Shampoo and Conditioner Market.

in-cosmetics Brasil has been granted access to research undertaken by Mintel (a world leading research company) into the cosmetics market in several Latin American countries. The study maps out each sector of the industry and shows growth over recent years and future projections and perspectives. 

We analyzed the research and over the coming weeks will share this information via several articles on our website.

PART 1: COLOMBIA –THE SHAMPOO AND CONDITIONER MARKET

The Latin American cosmetics market has experienced dizzying growth over the last few years, a result of the growth and stability seen in most Latin American countries and, consequently, of the increased purchasing power enjoyed by the population of each country.

According to ANDI (the National Business Association of Colombia) Colombia is the fourth largest economy in Latin America and over the last six years has grown on average over 4% a year. In 2012 Colombia experienced unprecedented levels of foreign investment and exports and had the lowest unemployment rates of the last decade, thanks to the economy’s strong showing.

This good news has also been evident in the cosmetics industry. Colombia’s market segment of shampoos and conditioners’ 2006 turnover was 356,2483 billion Colombian pesos and was 526,6700 billion Colombian pesos in 2012  with expectations that 2017 will see an increase in sales to 706,4995 billion Colombian pesos.

Euro sales in 2007 were 125,1612 million Euros, rising to 228,4763 million Euros in 2012, with Colombia’s shampoos and conditioners segment predicted to hit 269,63 million Euros in 2017. This equals an average annual growth of 5.2 2013-2017 (the next five years). Colombia is very much to the fore in this sector, one which was worth 23.1% in 2012. The greatest growth over the last few years was in 2010: 25.6%. Colombia’s average annual growth 2008-2012 (the last five years) was 8.8%.

In 2006 the retail growth in this sector was 5.4%; in 2012 10.6%, with projections for the next few years showing nothing but growth. To take 2017 as an example, expectations are that Colombia’s shampoos and conditioners segment will expand 5.6%.

Spending per capita in Colombia in the shampoos and conditioners market rose from 2,772 Euros in 2007 to 4,728 in 2012, with expected continued growth reaching 5,259 Euros in 2017.

The retail market in shampoos and conditioners as proportion of GDP (gross domestic product) was around 0.082% in 2006, 0.079% in 2012 and is expected to hover around 0.074% in 2013.

Colombia’s shampoos and conditioners market segment equaled 476,832 billion Colombian pesos in 2011, divided into a 390,5390 billion turnover in shampoos and 85,8442 in conditioners. Total sales for the segment in 2012 rose to 526,6700 billion Colombian pesos, with 434,7700 billion in shampoo sales and 91,9000 billion Colombian pesos in conditioners. 

The conditioners segment breaks down as follows. In 2011 total retail sales were 85,8442 billion Colombian pesos, with 44,6371 billion in rinse in, rinse out conditioners, 24,5337 billion in leave-in conditioners and 16,6734 billion in treatment masks. In 2012 total sales were 91,9000 billion Colombian pesos, with 44,8564 billion in rinse in, rinse out conditioners, 27,5057 billion in leave-in conditioners and 19,5379 billion in treatment masks. 

The conditioners segment breaks down as follows. In 2011 total retail sales were 390,5390 billion Colombian pesos, with 12,7671 billion in medicinal products, anti-hairloss preparations and other problem-hair products; 17,6262 billion in 2in1 and 3in1 shampoos and 360,1457 billion in other types of shampoos. In 2012 sales rose to 434,7700, with 13,6953 billion Colombian pesos in medicinal products, anti-hairloss preparations and other problem-hair products; 19,9125 billion in 2in1 and 3in1 shampoos and 401,1622 billion in other types of shampoos. 

Market share of companies in Colombia’s shampoos and conditioners sector:

Procter & Gamble: In 2011 had 28.3 % of the market; in 2012 26.5%.

Unilever PLC: In 2011 had 23.3 % of the market; in 2012 23.7%.

Quala S.A.: In 2011 had 9.8% of the market; in 2012 10.3%.

Henkel AG & Co. KGaA: In 2011 had 10.6% of the market; in 2012 9.3%.

The L’Óréal Group: In 2011 had 6.5% of the market; in 2012 7.0%.

Johnson & Johnson Services, Inc.: In 2011 had 5.6% of the market; in 2012 6.0%.

Others: In 2011 had 15.9% of the market; in 2012 17.2%. 

SUMMARY: ANNUAL GROWTH RATE
Colombia’s annual growth rate in the shampoos and conditioners segment over the last five years was 8.8%. Predicted average annual growth over the next five years is 5.2%.

Shampoos and Conditioners, market and retail research data:

The research was carried out in a market which includes shampoos and conditioners for men and women, and unisex products. Market value is based on sales across all retail channels, including direct sales to the customer, and excludes the professional sector.

Products part of the research: male, female and unisex shampoos and conditioners. Shampoo-conditioner combinations come under the shampoos segment. 

Products not part of the research: sales made by hairdressers, coloring products (such as, for example, toners) and hair-repair products such as serums and tonics.

To access further research into cosmetics and personal care markets worldwide please visit the Mintel website.

See more cosmetics and personal care articles

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