Table of Contents
Consumer Health in Colombia - Industry Overview
EXECUTIVE SUMMARY
Growth remains strong, but limited by contraband
Bad weather boosts demand
GlaxoSmithKline de Colombia maintains the lead in consumer health
Healthfood shops see an increase in share
Price control could limit forecast growth
KEY TRENDS AND DEVELOPMENTS
Overweight and obese population increasing
High levels of stress are felt in large cities
Self-medication is a popular practice in Colombia
Colombian government commits to biotechnological development
Demographic changes impact consumer health
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services 2006-2011
Table 2 Life Expectancy at Birth 2006-2011
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2006-2011
Table 4 Sales of Consumer Health by Category: % Value Growth 2006-2011
Table 5 Consumer Health Company Shares 2007-2011
Table 6 Consumer Health Brand Shares 2008-2011
Table 7 Penetration of Private Label by Category 2006-2011
Table 8 Sales of Consumer Health by Distribution Format: % Analysis 2006-2011
Table 9 Sales of Consumer Health by Category and Distribution Format: % Analysis 2011
Table 10 Forecast Sales of Consumer Health by Category: Value 2011-2016
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2011-2016
OTC registration and classification
Delisting or de-reimbursement
Advertising
Packaging and Labelling
Distribution
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventative medicine
Switches
Summary 1 OTC Switches 2009-2011
DEFINITIONS
SOURCES
Summary 2 Research Sources
Consumer Health in Colombia - Company Profiles
Biochem Farmaceútica de Colombia SA in Consumer Health (Colombia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 5 Biochem Farmacéutica de Colombia SA: Production Statistics 2011
COMPETITIVE POSITIONING
Summary 6 Biochem Farmacéutica de Colombia SA: Competitive Position 2011
Laboratorios Natural Freshly Infabo Ltda in Consumer Health (Colombia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Laboratorios Natural Freshly Infabo Ltda: Competitive Position 2011
Lafrancol SA in Consumer Health (Colombia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 12 Lafrancol SA: Production Statistics 2011
COMPETITIVE POSITIONING
Summary 13 Lafrancol SA: Competitive Position 2011
Omnilife Manufactura de Colombia Ltda in Consumer Health (Colombia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 16 Omnilife Manufactura de Colombia Ltda: Production Statistics 2011
COMPETITIVE POSITIONING
Summary 17 Omnilife Manufactura de Colombia Ltda: Competitive Position 2011
Tecnoquímicas SA in Consumer Health (Colombia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 20 Tecnoquímicas SA: Production Statistics 2011
COMPETITIVE POSITIONING
Summary 21 Tecnoquímicas SA: Competitive Position 2011
Adult Mouth Care in Colombia - Category Analysis
HEADLINES
TRENDS
Sales of adult mouth care products increased by 1% in 2011, which was slower than the growth seen in the review period. Sales of such products are usually the result of a dental visit and/or doctor’s recommendation, which are not very common in Colombia. In addition, adult mouth care is increasingly competing against mouthwashes/dental rinses in beauty and personal care, which are more widely available at grocery retailers.
SWITCHES
COMPETITIVE LANDSCAPE
Farpag continued to lead adult mouth care in 2011 with a 47% value share. Clorhexol and Dolni K from Farpag are the brands most widely known by dentists in Colombia. These are competitively priced, and are sold mainly in parapharmacies/drugstores and distributors of dental products.
PROSPECTS
It is expected that the consumption of adult mouth care products will continue to increase slowly, as a consequence of the increasing levels of stress in the population, leading to diseases such as gingivitis and periodontitis, which are treated by this type of product. Sales are expected to increase by only 2% in constant value terms from 2011-2016; however, this is an improvement over the review period growth. This slight improvement is expected due to increased competition from new players and beauty and personal care products, which are likely to generate more company activity.
CATEGORY DATA
Table 12 Sales of Adult Mouth Care: Value 2006-2011
Table 13 Sales of Adult Mouth Care: % Value Growth 2006-2011
Table 14 Adult Mouth Care Company Shares by Value 2007-2011
Table 15 Adult Mouth Care Brand Shares by Value 2008-2011
Table 16 Forecast Sales of Adult Mouth Care: Value 2011-2016
Table 17 Forecast Sales of Adult Mouth Care: % Value Growth 2011-2016
Analgesics in Colombia - Category Analysis
HEADLINES
TRENDS
As a result of climate change in Colombia the winter and summer months have become extended, leading to more diseases and an increase in demand for analgesics. In addition, economic growth goes hand-in-hand with working long hours and high stress levels, resulting in an increase in demand for analgesics.
SWITCHES
COMPETITIVE LANDSCAPE
GlaxoSmithKline de Colombia remained the leader in analgesics in 2011 with a 31% share of value sales. The company has a strong presence in acetaminophen, which is the most popular type of analgesic in Colombia.
PROSPECTS
Analgesics is expected to continue to increase by a constant value CAGR of 4% in the forecast period. It is expected that the stress levels of the population will remain high as a result of the expansion of the Colombian economy, maintaining demand for analgesics. The forecasts about global warming and climate change are not encouraging. Climate change will become more radical, and long rainy seasons are expected to lead to the development of viruses accompanied by headaches and body pain.
CATEGORY DATA
Table 18 Sales of Analgesics by Category: Value 2006-2011
Table 19 Sales of Analgesics by Category: % Value Growth 2006-2011
Table 20 Topical Analgesics/Anaesthetic by Format: % Value Breakdown 2006-2011
Table 21 Analgesics Company Shares by Value 2007-2011
Table 22 Analgesics Brand Shares by Value 2008-2011
Table 23 Forecast Sales of Analgesics by Category: Value 2011-2016
Table 24 Forecast Sales of Analgesics by Category: % Value Growth 2011-2016
Calming and Sleeping in Colombia - Category Analysis
HEADLINES
TRENDS
A study conducted in 2011 by Universidad Manuela Beltrán reflects that everyday life in large cities is more stressful on the population. 51% of respondents are stressed by the time it takes to travel daily from their homes to their places of work or study. 18% said the crowds bothered them on transportation and on the streets, whilst 13% referred to feelings of insecurity. 3% spoke of noise and a few others on the lack of green space as being problems in the urban environment. The health service companies (EPS) and Professional Risk Management (ARP) focus on developing a healthy lifestyle to counteract the effects of stress.
SWITCHES
COMPETITIVE LANDSCAPE
Labfarve remained the leader in calming and sleeping in 2011 with a 41% share of value sales. Labfarve is one of the main competitors in herbal/traditional products, which has a strong presence in calming and sleeping products. The company has been able to position itself strongly as it has a wide presence through different channels, helped with backing from a local medical school. Lafrancol ranked second, and its investment in television campaigns is a reason for its success.
PROSPECTS
Calming and sleeping is expected to see a CAGR of 5% in constant value terms over the forecast period. Long working hours, traffic congestion and noise in the cities, which generate stress, anxiety and sleep deprivation, will ensure growing demand for these products.
CATEGORY DATA
Table 25 Sales of Calming and Sleeping: Value 2006-2011
Table 26 Sales of Calming and Sleeping: % Value Growth 2006-2011
Table 27 Calming and Sleeping Company Shares by Value 2007-2011
Table 28 Calming and Sleeping Brand Shares by Value 2008-2011
Table 29 Forecast Sales of Calming and Sleeping: Value 2011-2016
Table 30 Forecast Sales of Calming and Sleeping: % Value Growth 2011-2016
Cough, Cold and Allergy (Hay Fever) Remedies in Colombia - Category Analysis
HEADLINES
TRENDS
The growth of cough, cold and allergy (hay fever) remedies is rising; 2011 saw rapid growth in combination products due to the reformulation of many products containing pseudoephedrine and celinephrine. Some products were reformulated with acetaminophen and phelinephrine.
SWITCHES
COMPETITIVE LANDSCAPE
Halls from Cadbury Colombia remained the leading brand in cough, cold and allergy (hay fever) remedies in 2011, with a 13% value share, thanks to a very strong distribution network. Halls products can be found in a wide range of retail formats, from small to large, including kiosks, chemists/pharmacies, parapharmacies/drugstores and hypermarkets. Also, because Halls is a confectionery product which has extensive use for sore throats, it falls in the blurred line between sweets and medication, thus widening its potential consumer base over other brands in the category.
PROSPECTS
Price will continue to be an important factor for Colombians purchasing cough, cold and allergy remedies, and therefore companies are likely to work in the direction of featuring less expensive products. This in particular would help manufacturers to target a larger segment of the considerable low-income population.
CATEGORY DATA
Table 31 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2006-2011
Table 32 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2006-2011
Table 33 Sales of Decongestants by Category: Value 2006-2011
Table 34 Sales of Decongestants by Category: % Value Growth 2006-2011
Table 35 Sales of Paediatric Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2006-2011
Table 36 Sales of Paediatric Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2006-2011
Table 37 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares by Value 2007-2011
Table 38 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares by Value 2008-2011
Table 39 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2011-2016
Table 40 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2011-2016
Digestive Remedies in Colombia - Category Analysis
HEADLINES
TRENDS
High levels of stress, combined with heavy rains and floods, led to strong growth in digestive remedies in 2011. Demand for IBS treatments increased by 8% in current value terms. After the floods, provoked by the strong rains, a virus appeared, the symptoms of which were related to the respiratory and digestive systems.
SWITCHES
COMPETITIVE LANDSCAPE
The most important companies in digestive remedies in value terms in 2011 were Bayer de Colombia with a 23% value share, Tecnoquímicas with a 16% share and Boehringer Ingelheim with a 14% share. This is related to products with tradition which have high demand and top-of-mind, such as Alka-Seltzer (Bayer), Sal de Frutas Lua (Tecnoquímicas) and Dulcolax and Buscapina (Boehringer Ingelheim).
PROSPECTS
Constant value sales of digestive remedies are expected to increase by 4% between 2011 and 2016. Stress levels and the lifestyles of the Colombian population are expected to maintain the demand for digestive remedies. The government is increasingly concerned about the nutrition of Colombians, and it is expected that in the forecast period there will be campaigns which will be effective in reducing poor nutrition habits. However, as the category reaches maturity, growth will not be as high as it was in the review period.
CATEGORY DATA
Table 41 Sales of Digestive Remedies by Category: Value 2006-2011
Table 42 Sales of Digestive Remedies by Category: % Value Growth 2006-2011
Table 43 Digestive Remedies Company Shares by Value 2007-2011
Table 44 Digestive Remedies Brand Shares by Value 2008-2011
Table 45 Forecast Sales of Digestive Remedies by Category: Value 2011-2016
Table 46 Forecast Sales of Digestive Remedies by Category: % Value Growth 2011-2016
Ear Care in Colombia - Category Analysis
HEADLINES
TRENDS
Due to the long winter and the constant cold, ear discomfort increased. However this only encouraged more people to visit a doctor for ear complaints, leading to a decline of 1% in current value terms in 2011. For this reason, and due to lower price increases than in previous years, sales declined in 2011 compared with the growth seen in the review period.
SWITCHES
COMPETITIVE LANDSCAPE
Sales of ear care products in 2011 were concentrated amongst the Oticaina brand from Laboratorios Bussie, with a 55% value share, and Auralyt Gotas from Laboratorios Wyeth, with a 42% value share. The strongest growth in 2011 continued to be seen by Laboratorios Bussie, as it persisted in more aggressive marketing amongst doctors than its competitors. The share of Auralyt Gotas declined in 2011, due to shortages in some points-of-sale.
PROSPECTS
Ear care is expected to increase by 2% in constant value terms between 2011 and 2016. Whilst growth will be limited due to the propensity of Colombians to visit a doctor and use prescription products for ear care, there are factors which will drive some growth over the forecast period. According to population projections 2005-2020 by the National Department of Statistics – DANE, revised in May 2011, the population over 60 years will increase from 4.6 million in 2011 to 5.5 million in 2016, increasing by 20%; this will positively impact the demand for ear care products, as older people suffer from an accumulation of wax in the ear, which can be treated to some extent with OTC ear care products.
CATEGORY DATA
Table 47 Sales of Ear Care: Value 2006-2011
Table 48 Sales of Ear Care: % Value Growth 2006-2011
Table 49 Ear Care Company Shares by Value 2007-2011
Table 50 Ear Care Brand Shares by Value 2008-2011
Table 51 Forecast Sales of Ear Care: Value 2011-2016
Table 52 Forecast Sales of Ear Care: % Value Growth 2011-2016
Eye Care in Colombia - Category Analysis
HEADLINES
TRENDS
The increase of motorcycle riders in the country is significant. The unit growth of motorcycles in 2010 was 22% according to the Ministerio de Industria, Comercio y Turismo (Ministry of Industry, Commerce and Tourism), and is expected to continue growing as a reaction to the increasingly bad traffic jams which plague large cities such as Bogotá. Continued exposure to the sun, wind and car pollution increase the consumption of eye care products.
SWITCHES
COMPETITIVE LANDSCAPE
Eye care is characterised by a highly fragmented, competitive landscape. The leading brand in value terms in 2011 was Tears Naturale from Laboratorios Alcon de Colombia, with a 15% share.
PROSPECTS
Eye care is expected to continue growing as a result of increasing pollution, with larger urban populations and more cars, increased use of cosmetic contact lenses, and surgery for vision correction.
CATEGORY DATA
Table 53 Sales of Eye Care by Category: Value 2006-2011
Table 54 Sales of Eye Care by Category: % Value Growth 2006-2011
Table 55 Standard Eye Care by Format: % Value Breakdown 2007-2011
Table 56 Standard Eye Care by Positioning: % Value Breakdown 2007-2011
Table 57 Eye Care Company Shares by Value 2007-2011
Table 58 Eye Care Brand Shares by Value 2008-2011
Table 59 Forecast Sales of Eye Care by Category: Value 2011-2016
Table 60 Forecast Sales of Eye Care by Category: % Value Growth 2011-2016
Herbal/Traditional Products in Colombia - Category Analysis
HEADLINES
TRENDS
Herbal/traditional products increased by 7% in current value terms in 2011, marginally higher than the current value CAGR in the review period.
COMPETITIVE LANDSCAPE
Halls from Cadbury Colombia was the leading brand in herbal/traditional products in 2011, with a 25% value share. The brand’s success is driven by its wide distribution through diverse channels; it is possible to find the product anywhere from kiosks and hypermarkets to parapharmacies/drugstores and speciality stores.
PROSPECTS
Over the forecast period the government will allocate 10% of the royalties from mining to biotechnology, adjust the rules on access to genetic resources and their derivatives, and ease restrictions on the production and marketing of biotech drugs and dietary supplements based on herbs. Thus, sales are expected to continue to increase, with a constant value CAGR of 2% over the forecast period, maintaining the growth trend from the review period, as the development of new products and technology is still tentative.
CATEGORY DATA
Table 61 Sales of Herbal/Traditional Products: Value 2006-2011
Table 62 Sales of Herbal/Traditional Products: % Value Growth 2006-2011
Table 63 Herbal/Traditional Products Company Shares 2007-2011
Table 64 Herbal/Traditional Products Brand Shares 2008-2011
Table 65 Forecast Sales of Herbal/Traditional Products: Value 2011-2016
Table 66 Forecast Sales of Herbal/Traditional Products: % Value Growth 2011-2016
Medicated Skin Care in Colombia - Category Analysis
HEADLINES
TRENDS
The last national survey of the nutritional situation in Colombia (ENSIN-2010) identified that 70% of the population does not consume vegetables every day; low consumption of fibre leads to problems such as haemorrhoids. Haemorrhoid treatments increased by 7% in current value terms in 2011.
SWITCHES
COMPETITIVE LANDSCAPE
Boehringer Ingelheim (Columbia) remained the leading company in medicated skin care in 2011 thanks to its brand Isodine. Constant innovation and the annual development of mass advertising supported its lead.
PROSPECTS
The dividing line between cosmetic and OTC medicated skin care products will become weaker in the forecast period, leading to greater competition between manufacturers of consumer health products and cosmetics. However, increased concern for beauty and wellbeing amongst men, middle-aged women and teenagers will increase demand for both medicated skin care and beauty products. At the same time, an increased focus on consumer education will stimulate demand by reducing stigma and pushing more segmented product offerings. As such, sales are expected to increase by a constant value CAGR of 2% over the forecast period; slightly faster growth than in the review period.
CATEGORY DATA
Table 67 Sales of Medicated Skin Care by Category: Value 2006-2011
Table 68 Sales of Medicated Skin Care by Category: % Value Growth 2006-2011
Table 69 Medicated Skin Care Company Shares by Value 2007-2011
Table 70 Medicated Skin Care Brand Shares by Value 2008-2011
Table 71 Hair Loss Treatments Brand Shares by Value 2008-2011
Table 72 Forecast Sales of Medicated Skin Care by Category: Value 2011-2016
Table 73 Forecast Sales of Medicated Skin Care by Category: % Value Growth 2011-2016
NRT Smoking Cessation Aids in Colombia - Category Analysis
HEADLINES
TRENDS
The implementation of the Law 1335 of 2009, or the anti-tobacco law, was realised in stages. The first step was to ban smoking in enclosed public spaces; in July 2011 the sale of cigarettes per unit was prohibited in order to further reduce consumption, and tobacco manufacturers were required to include in their advertising and packaging warnings about the dangers of smoking.
SWITCHES
COMPETITIVE LANDSCAPE
Gum is the main accepted format in NRT smoking cessation aids, with the action of chewing helping in the control of anxiety. For this reason the brand with the highest sales is Nicorette from Pharmacia & Upjohn Colombia, with a 91% value share in 2011.
PROSPECTS
NRT smoking cessation aids is expected to see stagnating value sales in the forecast period, growing by only 2% over the entire 2011-2016 forecast period. This is much lower than the growth seen in the review period, which was fuelled by the new anti-tobacco law. However, growth decelerated in 2011, and this is expected to continue in the forecast period. First, consumers have become concerned about the efficacy and side-effects of NRT smoking cessation aids. Second, smoking prevalence is likely to change very little, as the population becomes used to the anti-tobacco laws, thus providing limited expansion for NRT smoking cessation aids.
CATEGORY INDICATORS
Table 74 Number of Smokers by Gender 2006-2011
CATEGORY DATA
Table 75 Sales of NRT Smoking Cessation Aids by Category: Value 2006-2011
Table 76 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2006-2011
Table 77 NRT Gum Flavours: % Value Breakdown 2006-2011
Table 78 NRT Smoking Cessation Aids Company Shares by Value 2007-2011
Table 79 NRT Smoking Cessation Aids Brand Shares by Value 2008-2011
Table 80 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2011-2016
Table 81 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2011-2016
Sports Nutrition in Colombia - Category Analysis
HEADLINES
TRENDS
Sports nutrition saw 17% current value growth in 2011. These products only became legally approved for sale in the country in 2009, and it took a couple of years for sales to really accelerate, as consumers became more aware of their presence and the ability to buy them in legal retail channels.
COMPETITIVE LANDSCAPE
The leader in sports nutrition in 2011 was UPN Health & Fitness with a 30% value share. Its brands Megaplex, Mega Cell and Megawhey are traditional brands which are recommended by sports trainers, who consider them to be effective and fast-acting. Its strategic alliance with major gym chains in the country helped to build a strong sales base. Sure Nutrition was second with an 18% value share.
PROSPECTS
Sport nutrition is expected to see a constant value CAGR of 5% over the forecast period. With the rising appeal of fitness and nutrition, amateur athletes are becoming more interested in these products. However, a widespread lack of knowledge of these products and their benefits amongst the general population could slow growth. Growth is expected to decelerate in the forecast period compared with 2011, when the legal sale of these products was still fairly new.
CATEGORY DATA
Table 82 Sales of Sports Nutrition: Value 2009-2011
Table 83 Sales of Sports Nutrition: % Value Growth 2009-2011
Table 84 Sports Nutrition Company Shares 2007-2011
Table 85 Sports Nutrition Brand Shares 2008-2011
Table 86 Forecast Sales of Sports Nutrition: Value 2011-2016
Table 87 Forecast Sales of Sports Nutrition: % Value Growth 2011-2016
Vitamins and Dietary Supplements in Colombia - Category Analysis
HEADLINES
TRENDS
The national and local governments are showing more concern for health and nutrition, and are attempting to educate the population. The last national survey of the nutritional situation in Colombia (ENSIN-2010) identified that 70% of the population does not consume vegetables every day. However, the majority of nutritional programmes are still for mothers in pregnancy, babies and children 10 years old or younger. The national government has drawn more attention to vitamins and dietary supplements by implementing more controls against contraband, carrying out more inspections and alerting the population to which products are safe and available for legal purchase. However, nutrition levels and consumption of vitamins and dietary supplements still remains low amongst the low-income population.
VITAMINS
DIETARY SUPPLEMENTS
COMPETITIVE LANDSCAPE
The companies leading vitamins and dietary supplements in 2011 were Laboratorios Wyeth and Omnilife Manufactura de Colombia, with value shares of 21% and 18% respectively. Mass media advertising and availability in outlets is Wyeth’s strategy. In 2011 Wyeth maintained its strong position in multivitamins with Centrum, Z-bec and Posture D, led calcium supplements with Caltrate, and was strong in paediatric vitamins with Centrum Junior, which gave this company a favourable position in vitamins and dietary supplements overall. Omnilife led multivitamins with Omniplus and tonics and bottled nutritive drinks with Ego 10. The company’s Aloe Beta brand ranked second in combination dietary supplements. Omnilife competes through the direct selling distribution system, taking advantage of the testimony of the results of the products and viral marketing.
PROSPECTS
Demographic changes could have an important impact on sales in the forecast period. The low-income segment is a large market in which to expand. Rising incomes, mass advertising and the need for better health will lead to consumers beginning the consumption of such products. In addition, according to population projections 2005-2020 by the National Department of Statistics – DANE, revised in May 2011, the population over 60 will increase from 4.6 million in 2011 to 5.5 million in 2016, increasing by 20%; this will positively impact the demand for vitamins and dietary supplements.
CATEGORY DATA
Summary 22 Dietary Supplements: Brand Ranking by Positioning 2011
Table 88 Sales of Vitamins and Dietary Supplements by Category: Value 2006-2011
Table 89 Sales of Vitamins and Dietary Supplements by Category: % Value Growth 2006-2011
Table 90 Dietary Supplements by Positioning 2006-2011
Table 91 Vitamins and Dietary Supplements Company Shares by Value 2007-2011
Table 92 Vitamins and Dietary Supplements Brand Shares by Value 2008-2011
Table 93 Vitamins Brand Shares by Value 2008-2011
Table 94 Dietary Supplements Brand Shares by Value 2008-2011
Table 95 Forecast Sales of Vitamins and Dietary Supplements by Category: Value 2011-2016
Table 96 Forecast Sales of Vitamins and Dietary Supplements by Category: % Value Growth 2011-2016
Weight Management in Colombia - Category Analysis
HEADLINES
TRENDS
In Colombia obesity is a public health problem which affects 51% of the adult population and 18% of children. It is caused by eating disorders, thyroid disease and/or a sedentary lifestyle. The government declared September 24 as the day of the fight against obesity in order to promote an annual campaign. Since the introduction of legislation relating to obesity in 2009, both consumers and manufacturers have become more aware of the potential risks and health benefits of packaged food products. Slimming products have also gained importance, and one product in fashion is Fruta Planta, which is Chinese slimming pills. This product does not have permission to be marketed in Colombia because it contains sibutramine; however, consumers acquire it by contraband.
COMPETITIVE LANDSCAPE
The leader in weight management in 2011 was DA Comercializadora (Herbalife) with a 49% value share. The company’s direct sales force, which covers the entire country, has positioned its products as effective in reducing weight. Through them, people became familiar with the concept of meal replacement slimming, which is now used by several competitors in this category.
PROSPECTS
Concerns over weight and obesity will continue to be important over the forecast period, especially with more government attention paid to nutrition and the growth in the obese population. Overweight people will want to be thinner to achieve greater acceptance and feel better, and people who have lost weight will consume products for weight control in order to maintain their weight. At the same time, more physical activity and a focus on healthier foods are likely to be complementary strategies to weight management products. However, habits take time to change, and weight management products will continue to be seen as an easier solution to losing and controlling weight, if only temporarily.
CATEGORY DATA
Table 97 Sales of Weight Management: Value 2006-2011
Table 98 Sales of Weight Management: % Value Growth 2006-2011
Table 99 Weight Management Company Shares 2007-2011
Table 100 Weight Management Brand Shares 2008-2011
Table 101 Forecast Sales of Weight Management: Value 2011-2016
Table 102 Forecast Sales of Weight Management: % Value Growth 2011-2016
Wound Care in Colombia - Category Analysis
HEADLINES
TRENDS
Wound care increased by 4% in current value terms in 2011. New designs and forms of sticking plasters/adhesive bandages gave dynamism to the exhibition of products. One of the innovations was products with different levels of adherence. Players are usually active in this category with promotions, new packaging and sticking plasters with Disney designs (3M Colombia and Johnson & Johnson de Colombia), which attract children.
COMPETITIVE LANDSCAPE
Beiersdorf (Colombia) continued to lead wound care in 2011 with a 37% value share. The company has been in the country for many years, and has been able to establish its brands, such as Hansaplast, which is the leading brand in wound care. Despite this, Curas Cure Band from Tecnoquímicas has gained share due to its low price.
PROSPECTS
Sales of wound care products are expected to continue to increase, with a constant value CAGR of 2% over the forecast period. The rising purchasing power of consumers and satisfaction of specific needs with more specialised and technologically-advanced products will be the basis for growth. However, growth is expected to be slower than in the review period, as the category reaches maturity.
CATEGORY DATA
Table 103 Sales of Wound Care by Category: Value 2006-2011
Table 104 Sales of Wound Care by Category: % Value Growth 2006-2011
Table 105 Wound Care Company Shares by Value 2007-2011
Table 106 Wound Care Brand Shares by Value 2008-2011
Table 107 Forecast Sales of Wound Care by Category: Value 2011-2016
Table 108 Forecast Sales of Wound Care by Category: % Value Growth 2011-2016