Now Available: Retail Tissue in Colombia

The constant promotional activity from retailers for tissue products, and in particular toilet paper, to attract consumers to their premises and increase the number of visitors is having a negative impact on value performance of the category. This is a challenge for companies, which are seeing narrowing margins and trying to survive in an area where price more than loyalty drives demand. In 2014, current value growth declined by three percentage points on the previous year, and was lower than the current CAGR of the review period. In contrast, volume growth in 2014 was slightly higher than the current CAGR of the review period.

Competitive Landscape

In 2014, Productos Familia Sancela continued to lead retail tissue, recording a 42% value share. The company leads in terms of innovation and segmentation across all the categories in which it participates. Productos Familia Sancela is also very active in terms of advertising campaigns, which have allowed it to gain consumer loyalty and maintain brand awareness. The company has a wide distribution network in the country that allows it to reach both modern and traditional retailers. Productos Familia Sancela also has its own outlets, the Famitiendas, which in 2014 reached a total of 19 stores in five Colombian cities.

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Industry Prospects

Retail tissue is expected to grow at a CAGR of 3% at constant 2014 prices over the forecast period, with the same rate of growth for volume sales. Categories such as toilet paper and napkins had already registered high penetration rates towards the end of the review period, whilst there are opportunities in kitchen towels and tissues. It is also expected that, as incomes improve, consumers will shift towards better-quality products.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Retail Tissue industry in Colombia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Retail Tissue industry in Colombia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Retail Tissue in Colombia market research report includes:

* Analysis of key supply-side and demand trends
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

* What is the market size of Retail Tissue in Colombia?
* What are the major brands in Colombia?

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