Savoury Snacks in Colombia

Savoury Snacks in Colombia
Euromonitor International
August 2019
SAVOURY SNACKS IN COLOMBIA Passport i
LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Prospects ..................................................................................................................................... 1
Versatility and Wide Consumption Occasions Underpin Positive Performance ........................ 1
Growing Consumer Concerns Over Fat and Salt Content Set To Encourage Innovation ......... 1
Free From Gluten Positioning Supports Fast-rising Sales of Rice Snacks ............................... 1
Competitive Landscape ................................................................................................................ 2
Clear Health and Wellness Bent in New Product Development ................................................ 2
Leading Players Marry Indulgence With Health in New Launches ........................................... 2
Discounters’ Expansion and Consumer Price-sensitivity Enhance Private Label Sales ........... 2
Summary 1 Other Savoury Snacks by Product Type: 2019 ............................................ 3
Category Data .............................................................................................................................. 3
Table 1 Sales of Savoury Snacks by Category: Volume 2014-2019 ......................... 3
Table 2 Sales of Savoury Snacks by Category: Value 2014-2019 ............................ 3
Table 3 Sales of Savoury Snacks by Category: % Volume Growth 2014-2019 ........ 4
Table 4 Sales of Savoury Snacks by Category: % Value Growth 2014-2019 ........... 4
Table 5 NBO Company Shares of Savoury Snacks: % Value 2015-2019 ................. 4
Table 6 LBN Brand Shares of Savoury Snacks: % Value 2016-2019 ....................... 5
Table 7 Distribution of Savoury Snacks by Format: % Value 2014-2019 .................. 6
Table 8 Forecast Sales of Savoury Snacks by Category: Volume 2019-2024 .......... 7
Table 9 Forecast Sales of Savoury Snacks by Category: Value 2019-2024 ............. 7
Table 10 Forecast Sales of Savoury Snacks by Category: % Volume Growth
2019-2024 .................................................................................................... 8
Table 11 Forecast Sales of Savoury Snacks by Category: % Value Growth
2019-2024 .................................................................................................... 8
© Euromonitor International
SAVOURY SNACKS IN COLOMBIA Passport 1
SAVOURY SNACKS IN COLOMBIA

HEADLINES
▪ In 2019 retail sales grow by 7% in current value terms and 2% in volume terms to reach
COP3.3 trillion and 188,000 tonnes
▪ Wide range popular, from indulgent to healthy options, although health concerns will
increasingly shape sales
▪ Rice snacks registers the highest retail current value growth of 22% in 2019
▪ The average retail current unit price rises by 5% in 2019
▪ PepsiCo Alimentos Colombia leads in 2019 with a 34% retail value share
▪ Value sales are expected to rise at a 5% current value CAGR (2% 2019 constant value
CAGR) over 2019-2024
PROSPECTS
Versatility and Wide Consumption Occasions Underpin Positive

Performance
Savoury snacks is the largest category in snacks in Colombia. Moreover, the category is
seeing stronger retail volume and value growth in 2019, compared with the respective review
period CAGRs. Savoury snacks remain highly popular among local consumers, who appreciate
the wide choice, from indulgence to healthy and tasty options. Salty snacks and savoury biscuits
are often consumed with other products like dips and prepared meat or seafood as a bigger
snack or even a complete meal. Nuts, seeds and trail mixes and the wide offer of salty snacks
are also versatile as they can be consumed by an individual or shared with family and friends.
They are also presented in a broad and growing range of packaging. For example, One of
PepsiCo’s latest innovations is the convenience presentation of De Todito in upright flexible
plastic packs, which avoids the need to put the product in a bowl.
Growing Consumer Concerns Over Fat and Salt Content Set To

Encourage Innovation
While health and wellness is a key trend in the market, retail volume sales of reduced fat and
reduced salt savoury snacks (excluding nuts, seeds and trail mixes) are low and negligible,
respectively. This is partly because the crusade against sugar in the market has not been
extended to salt, or even fat, to anywhere near the same degree. Hence, consumers tend to be
less aware or interested in reduced salt and reduced fat savoury snacks, compared with their
high acceptance of sugar-free snacks. Nonetheless, awareness of the potential harm caused to
health by high fat and salt consumption is expected to grow and inform new product
development and positioning over the forecast period. For example, some players, such as Cía
de Galletas Noel, are already expanding their offer with the use of sea salt to reduce the high
sodium content of many snacks.
Free From Gluten Positioning Supports Fast-rising Sales of Rice

Snacks
Health and wellness awareness is also expanding in newer areas, as a rising share of the
population suffers with gluten intolerance. This offers savoury snacks companies the opportunity
fill this space with specialised free from gluten products. Cía de Galletas Noel is an early mover
in this direction with the launch of three new free from gluten rice snacks under Tosh, in sea
salt, dried tomato and Parmesan and wild rice flavours. There are likely to be similar attempts to
satisfy the demand for such healthier snacks in light of Tosh’s new offerings and the fast value
growth in rice snacks, which is still a relatively new category.
COMPETITIVE LANDSCAPE
Clear Health and Wellness Bent in New Product Development

There is a clear effort from companies to introduce healthier savoury snacks into the market,
as consumers become increasingly health- and weight-conscious. Productos Ramo’s new
Equilibrio line with whole wheat and reduced sugar products fits this bill, and it is likely to be
followed by similar options in the forecast period. Savoury biscuits, the biggest category, is the
most advanced in terms of health and wellness, with more reduced fat options being offered by
brands like Saltin and Saltinas. In addition to reducing fat content, manufacturers are adding
healthier ingredients like ancient seeds, such as chia and quinoa, to enhance the nutritional
value of products. However, savoury snacks remains a popular indulgence and impulse
category among local consumers. Thus, new product developments also focus on new and
more interesting flavours and tastes. Productos Ramo has not neglected this demand. In
addition to healthier options, its latest releases include new flavours of popcorn: cheddar &
cheese, sweet & salted and white cheese.
Leading Players Marry Indulgence With Health in New Launches

PepsiCo Alimentos Colombia remains the clear leader in savoury snacks in retail value share
terms. The company leverages strong brand equity and benefits from a strong focus on new
product development. This is a key strategy in this category, as players are required to regularly
offer new taste experiences and healthier options to consumers. For example, the leading
manufacturer has invested heavily in the development of its Natuchips rice snacks line, with new
variants containing dried fruit (plantain). This investment has seen the brand record strong retail
value sales growth towards the end of the review period.
The second-ranked player, Cía de Galletas Noel, has also adhered to this key strategic
direction by expanding its Tosh range. Tosh, which is best known for savoury biscuits, is making
inroads into tortilla chips and rice snacks. The player is investing in more exotic tastes like blue
corn tortilla chips, while being a pioneer in addressing the use of salt in its formulations; opting
for sea salt in some cases. More novelties in this direction are anticipated, as manufacturers
more widely address the high sodium content of salty snacks. Cía de Galletas Noel has also
expanded into free from gluten savoury snacks, with new Tosh rice snacks. This launch marries
the health and indulgence aspects, with sea salt, dried tomato and Parmesan and wild rice
flavours.
Discounters’ Expansion and Consumer Price-sensitivity Enhance

Private Label Sales
Private label is seeing strong value growth and gradual share increases. Sales benefit from
the wide private label offer of hard discounters like Ara, Justo & Bueno and D1. Consumers can
purchase private label savoury biscuits and salty snacks, as well as nuts, seeds and trail mixes
and popcorn. These retailers offer basic salty snacks in terms of ingredients and packaging, with
potato chips the most visible option in their outlets. However, very affordable prices make them
increasingly attractive to consumers. Private label players are unlikely to offer especially
sophisticated products in the forecast period, as their main selling point is lower prices.
However, the range of private label options, including nuts, seeds and trail mixes, with
companies like Manitoba selling their products to discounter chains, such as D1, which then sell
them in-store under private label lines.
Summary 1 Other Savoury Snacks by Product Type: 2019

Product type
Salty snack mixes
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
CATEGORY DATA
Table 1 Sales of Savoury Snacks by Category: Volume 2014-2019
'000 tonnes
2014 2015 2016 2017 2018 2019
Nuts, Seeds and Trail 8.1 8.1 8.3 8.3 8.6 9.0
Mixes
Salty Snacks 43.0 44.4 46.8 46.7 47.2 48.5
- Potato Chips 28.1 29.0 30.7 30.4 30.7 31.5
- Tortilla Chips 5.1 5.4 5.7 5.8 5.8 6.1
- Puffed Snacks 9.7 9.9 10.3 10.4 10.5 10.7
- Rice Snacks - 0.1 0.1 0.2 0.2 0.2
- Vegetable, Pulse and - - - - - -
Bread Chips
Savoury Biscuits 115.1 112.6 112.5 112.1 112.6 113.3
Popcorn 3.8 4.0 3.9 3.9 3.9 4.1
Pretzels - - - - - -
Other Savoury Snacks 10.5 11.3 12.1 12.1 12.5 13.1
Savoury Snacks 180.4 180.4 183.6 183.2 184.8 187.9
Table 2 Sales of Savoury Snacks by Category: Value 2014-2019
COP billion
2014 2015 2016 2017 2018 2019
Mixes
Salty Snacks 868.4 947.5 1,043.0 1,079.0 1,138.3 1,216.8
- Potato Chips 590.3 640.2 703.8 722.5 762.0 812.6
- Tortilla Chips 101.2 111.8 123.4 128.2 135.7 147.7
- Puffed Snacks 176.9 189.8 208.6 219.6 231.0 244.9
- Rice Snacks - 5.6 7.2 8.7 9.6 11.7
Bread Chips
Savoury Biscuits 1,072.2 1,100.1 1,148.3 1,181.2 1,230.2 1,291.1
Popcorn 74.3 82.5 84.0 85.5 90.4 96.7
Savoury Snacks 2,468.3 2,631.3 2,823.7 2,913.9 3,065.9 3,266.7

Table 3 Sales of Savoury Snacks by Category: % Volume Growth 2014-2019
% volume growth
2018/19 2014-19 CAGR 2014/19 Total
Nuts, Seeds and Trail Mixes 5.1 2.3 11.9

Salty Snacks 2.6 2.4 12.8
- Potato Chips 2.4 2.2 11.8
- Tortilla Chips 4.3 3.3 17.9
- Puffed Snacks 1.8 2.1 10.8
- Rice Snacks 16.9 - -
- Vegetable, Pulse and Bread Chips - - -
Savoury Biscuits 0.6 -0.3 -1.6
Popcorn 2.8 1.3 6.8
Pretzels - - -
Other Savoury Snacks 4.8 4.6 25.4
Savoury Snacks 1.7 0.8 4.2
Table 4 Sales of Savoury Snacks by Category: % Value Growth 2014-2019
% current value growth

2018/19 2014-19 CAGR 2014/19 Total

- Rice Snacks 22.0 - -
Savoury Biscuits 5.0 3.8 20.4
Popcorn 7.1 5.4 30.1
Pretzels - - -
Table 5 NBO Company Shares of Savoury Snacks: % Value 2015-2019
% retail value rsp

Company 2015 2016 2017 2018 2019
PepsiCo Alimentos 32.2 33.5 33.5 33.9 34.3

Colombia Ltda
Cía de Galletas Noel SA 8.1 8.1 8.4 8.3 8.3
Bimbo de Colombia SA 6.6 7.0 6.8 6.8 6.7
Comestibles Ricos Ltda 6.0 6.2 6.4 6.5 6.6
Cía Nacional de 4.5 3.7 3.6 3.6 3.6
Chocolates SA
Productos Yupi SA 3.7 3.6 3.6 3.5 3.5
Nestlé de Colombia SA 3.0 3.0 3.0 3.0 2.9
Colombina SA 2.6 2.4 2.2 2.0 1.9
Mondelez International 1.4 1.7 1.6 1.5 1.5
Colombia SA
Tostaditos Susanita SA 1.0 1.1 1.2 1.2 1.3
Manitoba Ltda 1.0 1.1 1.1 1.1 1.2
Industrias Santa Clara SA 1.2 1.1 1.1 1.1 1.0
Mondelez Colombia SAS 1.1 1.3 1.0 1.0 1.0
Productos Ramo SA 0.8 0.9 0.9 0.9 1.0
Kellogg de Colombia SA 0.7 0.9 0.8 0.7 0.7
Congrupo SA 0.6 0.6 0.5 0.5 0.5
Quala SA 0.3 0.4 0.4 0.5 0.5
Cía Nacional de 0.4 0.4 0.4 0.4 0.3
Pasabocas Piquitos Ltda
Kraft Foods Colombia SA 0.3 0.3 0.3 0.2 0.2
BCO SA 0.2 0.2 0.2 0.2 0.2
Signa Grain Ltda 0.2 0.2 0.2 0.2 0.2
Comapán SA 0.2 0.2 0.2 0.2 0.2
Productos Johnny's de 0.3 0.2 0.2 0.2 0.2
Colombia Ltda
Mebo Ltda 0.0 0.1 0.1 0.1 0.1
Agrinco SA 0.3 0.2 0.1 0.1 0.1
Don Maíz SA - - - - -
Frito-Lay de Colombia - - - - -
Ltda
Grupo Skies Colombia Ltda - - - - -
Alimentos Polar de - - - - -
Colombia SA
Arepas Doña Paisa de - - - - -
Colombia SA
Private Label 5.8 6.2 6.9 7.3 7.6
Others 17.2 15.5 15.4 14.9 14.4
Total 100.0 100.0 100.0 100.0 100.0
Table 6 LBN Brand Shares of Savoury Snacks: % Value 2016-2019
% retail value rsp

Brand (GBO) Company (NBO) 2016 2017 2018 2019
Margarita (PepsiCo PepsiCo Alimentos 16.1 15.9 16.1 16.2

Inc) Colombia Ltda
De Todito (PepsiCo PepsiCo Alimentos 10.2 10.2 10.4 10.6
Inc) Colombia Ltda
Bimbo (Grupo Bimbo Bimbo de Colombia SA 7.0 6.8 6.8 6.7
SAB de CV)
Saltin (Grupo Cía de Galletas Noel SA 5.3 5.6 5.5 5.5
Nutresa SA)
Super Ricas Comestibles Ricos Ltda 4.2 4.3 4.3 4.4
Doritos (PepsiCo Inc) PepsiCo Alimentos 2.4 2.4 2.5 2.5
Colombia Ltda
Cheetos (PepsiCo Inc) PepsiCo Alimentos 2.3 2.4 2.3 2.3
Colombia Ltda
Saltinas (Nestlé SA) Nestlé de Colombia SA 2.3 2.3 2.3 2.2
La Especial (Grupo Cía Nacional de 2.2 2.2 2.1 2.2
Nutresa SA) Chocolates SA
Crakeñas Colombina SA 2.2 1.9 1.8 1.7

Tosh (Grupo Nutresa Cía de Galletas Noel SA 1.7 1.8 1.7 1.7
SA)
Club Social Mondelez International 1.7 1.6 1.5 1.5
(Mondelez Colombia SA
International Inc)
El Manicero (Grupo Cía Nacional de 1.4 1.4 1.4 1.4
Nutresa SA) Chocolates SA
Todo Rico Comestibles Ricos Ltda 1.2 1.2 1.3 1.4
Susanita Tostaditos Susanita SA 1.1 1.2 1.2 1.3
Manitoba Manitoba Ltda 1.1 1.1 1.1 1.2
Santa Clara Industrias Santa Clara SA 1.1 1.1 1.1 1.0
Rizadas Productos Yupi SA 1.1 1.1 1.0 1.0
Yupis Productos Yupi SA 1.0 1.0 1.0 1.0
Ducales (Grupo Cía de Galletas Noel SA 0.9 0.9 0.9 0.9
Nutresa SA)
Trocitos (Cía Comestibles Ricos Ltda 0.8 0.8 0.9 0.9
Nacional de
Pasabocas Piquitos
Ltda)
Cheese Tris PepsiCo Alimentos 0.7 0.7 0.8 0.8
(PepsiCo Inc) Colombia Ltda
Cheetos Trissitos PepsiCo Alimentos 0.7 0.7 0.7 0.7
(PepsiCo Inc) Colombia Ltda
Kraker Bran Mondelez Colombia SAS 0.9 0.7 0.7 0.7
(Mondelez
International Inc)
Mani Moto (PepsiCo PepsiCo Alimentos 0.7 0.7 0.7 0.7
Inc) Colombia Ltda
Soda (Nestlé SA) Nestlé de Colombia SA 0.7 0.7 0.7 0.7
Pringles (Kellogg Co) Kellogg de Colombia SA 0.9 0.8 0.7 0.7
Act II (ConAgra Congrupo SA 0.6 0.5 0.5 0.5
Brands Inc)
Popetas Quala SA 0.4 0.4 0.5 0.5
Tozinetas Fred Productos Yupi SA 0.5 0.5 0.5 0.5
Private label Private Label 6.2 6.9 7.3 7.6
Others Others 20.4 20.1 19.6 19.1
Total Total 100.0 100.0 100.0 100.0
Table 7 Distribution of Savoury Snacks by Format: % Value 2014-2019
% retail value rsp

2014 2015 2016 2017 2018 2019
Store-Based Retailing 100.0 100.0 100.0 100.0 100.0 100.0

- Grocery Retailers 97.0 97.2 97.6 97.9 98.0 98.1
-- Modern Grocery 22.5 23.6 24.4 25.1 25.6 26.1
Retailers
--- Convenience Stores 0.3 0.3 0.4 0.4 0.4 0.4
--- Discounters 2.2 2.5 2.9 3.3 3.6 4.0
--- Forecourt Retailers 1.2 1.2 1.2 1.3 1.3 1.3
--- Hypermarkets 10.5 10.8 10.9 11.0 11.0 11.0
--- Supermarkets 8.3 8.7 9.1 9.2 9.3 9.4
-- Traditional Grocery 74.4 73.6 73.1 72.8 72.3 72.0
Retailers
--- Food/drink/tobacco - - - - - -
specialists
--- Independent Small 74.3 73.5 73.1 72.7 72.3 71.9

Grocers
--- Other Grocery 0.1 0.1 0.1 0.1 0.1 0.1
Retailers
- Non-Grocery Specialists 0.4 0.4 0.4 0.4 0.4 0.4
-- Health and Beauty - - - - - -
Specialist Retailers
-- Other Foods Non- 0.4 0.4 0.4 0.4 0.4 0.4
Grocery Specialists
- Mixed Retailers 2.6 2.3 2.0 1.7 1.6 1.5
Non-Store Retailing 0.0 0.0 0.0 0.0 0.0 0.0
- Vending - - - - - -
- Homeshopping - - - - - -
- Internet Retailing 0.0 0.0 0.0 0.0 0.0 0.0
- Direct Selling - - - - - -
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 8 Forecast Sales of Savoury Snacks by Category: Volume 2019-2024
'000 tonnes
2019 2020 2021 2022 2023 2024
Mixes
Salty Snacks 48.5 49.6 50.6 51.6 52.4 53.2
- Potato Chips 31.5 32.1 32.8 33.3 33.8 34.3
- Tortilla Chips 6.1 6.3 6.5 6.7 6.8 6.9
- Puffed Snacks 10.7 10.9 11.1 11.3 11.5 11.6
- Rice Snacks 0.2 0.2 0.3 0.3 0.3 0.4
Bread Chips
Savoury Biscuits 113.3 113.8 114.3 114.7 115.0 115.2
Popcorn 4.1 4.2 4.3 4.4 4.5 4.6
Savoury Snacks 187.9 190.7 193.3 195.6 197.7 199.7
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 9 Forecast Sales of Savoury Snacks by Category: Value 2019-2024
COP billion
2019 2020 2021 2022 2023 2024
Mixes
Salty Snacks 1,216.8 1,254.8 1,289.5 1,320.9 1,348.1 1,372.2
- Potato Chips 812.6 836.2 857.7 876.8 893.4 908.0
- Tortilla Chips 147.7 154.6 160.6 165.6 169.6 172.6
- Puffed Snacks 244.9 250.5 256.0 261.4 266.6 271.4
- Rice Snacks 11.7 13.5 15.3 17.0 18.6 20.2
Bread Chips
Savoury Biscuits 1,291.1 1,307.7 1,321.4 1,330.8 1,337.2 1,341.2
Popcorn 96.7 100.1 103.6 106.9 110.3 113.6
Savoury Snacks 3,266.7 3,357.1 3,439.3 3,511.3 3,573.4 3,629.5
trade sources
Table 10 Forecast Sales of Savoury Snacks by Category: % Volume Growth 2019-2024
% volume growth
2019/20 2019-24 CAGR 2019/24 Total

- Rice Snacks 14.9 11.2 69.7
Popcorn 2.8 2.8 14.5
Pretzels - - -
trade sources
Table 11 Forecast Sales of Savoury Snacks by Category: % Value Growth 2019-2024
% constant value growth

2019/2020 2019-24 CAGR 2019/24 Total

- Rice Snacks 15.8 11.6 73.3
Popcorn 3.5 3.3 17.4
Pretzels - - -
trade sources

Savoury Snacks in Colombia

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Savoury Snacks in Colombia

LIST OF CONTENTS AND TABLES

SAVOURY SNACKS IN COLOMBIA

Versatility and Wide Consumption Occasions Underpin Positive

Growing Consumer Concerns Over Fat and Salt Content Set To

Free From Gluten Positioning Supports Fast-rising Sales of Rice

Clear Health and Wellness Bent in New Product Development

Leading Players Marry Indulgence With Health in New Launches

Discounters’ Expansion and Consumer Price-sensitivity Enhance

Summary 1 Other Savoury Snacks by Product Type: 2019

Salty snack mixes

Table 2 Sales of Savoury Snacks by Category: Value 2014-2019

Savoury Snacks 2,468.3 2,631.3 2,823.7 2,913.9 3,065.9 3,266.7

Table 3 Sales of Savoury Snacks by Category: % Volume Growth 2014-2019

Nuts, Seeds and Trail Mixes 5.1 2.3 11.9

Table 4 Sales of Savoury Snacks by Category: % Value Growth 2014-2019

% current value growth

Nuts, Seeds and Trail Mixes 9.0 6.3 35.4

Table 5 NBO Company Shares of Savoury Snacks: % Value 2015-2019

% retail value rsp

PepsiCo Alimentos 32.2 33.5 33.5 33.9 34.3

Table 6 LBN Brand Shares of Savoury Snacks: % Value 2016-2019

% retail value rsp

Margarita (PepsiCo PepsiCo Alimentos 16.1 15.9 16.1 16.2

Crakeñas Colombina SA 2.2 1.9 1.8 1.7

Table 7 Distribution of Savoury Snacks by Format: % Value 2014-2019

% retail value rsp

Store-Based Retailing 100.0 100.0 100.0 100.0 100.0 100.0

--- Independent Small 74.3 73.5 73.1 72.7 72.3 71.9

Table 8 Forecast Sales of Savoury Snacks by Category: Volume 2019-2024

Table 9 Forecast Sales of Savoury Snacks by Category: Value 2019-2024

Table 10 Forecast Sales of Savoury Snacks by Category: % Volume Growth 2019-2024

Nuts, Seeds and Trail Mixes 4.8 4.4 23.8

Table 11 Forecast Sales of Savoury Snacks by Category: % Value Growth 2019-2024

% constant value growth

Nuts, Seeds and Trail Mixes 5.2 4.6 25.2

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