In 2008 the Colombian soap, bath and shower products market had a turnover of 461.3 billion Colombia pesos; in 2013, 665.1 billion and the forecast for 2018 is an increase to 757.1 billion in sales. The growth in retail market value in local currency was 7.3% in 2008, 11.5% in 2011 (the largest growth of recent years), 2.5% in 2013 and the forecast for 2018 is growth of 2.4%.
Colombia’s retail market turnover in this sector in dollars was 234.7 million in 2008, 288.9 million in 2010 (the largest growth of recent years), 355.9 million in 2013 and the forecast for 2018 is 347.9 million. As a percentage this represents a growth of 13.4% in 2008, 23.4% in 2010, -1.4 (negative) in 2013, with no growth forecast for the sector in 2018, in comparison to the previous year.
Spending per capita of the Colombian population in the soap, bath and shower products market was 5.124 dollars in 2008 and 7.274 in 2013, with the forecast for 2018 set at 6.712. The segment as proportion of Colombian gross domestic product (GDP) was around 0.09607 in 2008, 0.09412 in 2013, with the forecast expected to hover around 0.07655 in 2018.
Overall, the Colombian soap, bath and shower products market had a turnover of 548.6 billion Colombian pesos in 2010, divided into a turnover of 334.1 billion in bars of soaps, 124.0 billion in liquid and gel soaps, 51 billion in bath products and 39.5 billion Colombian pesos in shower products.
In 2013 the Colombian soap, bath and shower products market had a turnover of 665.1 billion Colombian pesos, divided into a turnover of 388.7 billion in bars of soaps, 167.2 billion in liquid and gel soaps, 59.7 billion in bath products and 49.5 billion Colombian pesos in shower products.
Summary: Annual growth rate
In 5 years (2009-2013) Colombia’s mean annual growth rate in the soap, bath and shower products market was 7.1%.
Over the next 5 years (2014-2018) the forecast is for a mean annual growth rate of 2.5%.
Companies’ share in the Colombian soap, bath and shower products market:
Colgate-Palmolive Company
In 2011, 30.4%; in 2012, 30.2% and in 2013, 30.1%.
Johnson & Johnson Services, Inc.
In 2011,17.1%; in 2012 17.3% and in 2013, 18.0%.
Unilever PLC
In 2011, 13.1%; in 2012 11.5% and in 2013, 10.5%.
Azul-k S.A
In 2011, 8.0%; in 2012 7.3% and in 2013, 7.1%.
Belleza Express S.A
In 2011, 5.8%; in 2012, 6.2% and in 2013 6.7%.
Reckitt Benckiser Group pic
In 2011, 2.1%; in 2012, 2.5% and in 2013, 2.6%.
Flamme S.A.
In 2011, 3.1%; in 2012 still 3.1% and in 2013, 2.5%.
Own Label
In 2011, 6.1%; in 2012 6.2% and in 2013, 5.2%.
Others
In 2011, 14.3%; in 2012 15.7% and in 2013, 17.3%.
Soap, bath and shower products: research data.
Retail market definitions: The research was performed in a market that includes liquid soap and bars of soap and bath and shower products. The market value is based on sales across all retail channels, including direct sale to the consumer.
Segments definitions:
Bars of soap: This segment includes soaps for babies, families, deodorizing soap, soap for intimate places, medicated soap, antibacterial/disinfectant soap, soap for sensitive skin (syndet), in bars or other forms.
Bath products: This segment includes products in the form of foam, oil, gel, milk, pearl, salts, liquid, capsules and powder to be added to the bath water.
Liquid/gel soaps: This segment includes soaps for babies, families, deodorizing soap, soap for intimate places, medicated soap, antibacterial/disinfectant soap, in liquid or gel form.
Shower products: This segment includes gels, creams, body wash products, exfoliating products, body shampoos and mousses.
Included in the research: Products for men, women, children, babies and unisex products.
Excluded from the research: Facial soap and exfoliating products and talcum powders.
Source: Pesquisa Mintel / Mintel Research