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COLOMBINA SA IN PACKAGED
FOOD (COLOMBIA)
Euromonitor International
November 2017

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COLOMBINA SA IN PACKAGED FOOD (COLOMBIA) Passport I

LIST OF CONTENTS AND TABLES

Strategic Direction ........................................................................................................................ 1
Key Facts ..................................................................................................................................... 1
Summary 1 Colombina SA: Key Facts ............................................................................ 1
Summary 2 Colombina SA: Operational Indicators ......................................................... 1
Competitive Positioning ................................................................................................................ 1
Summary 3 Colombina SA: Competitive Position 2017 ................................................... 2

© Euromonitor International

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COLOMBINA SA IN PACKAGED FOOD (COLOMBIA) Passport 1

COLOMBINA SA
STRATEGIC DIRECTION
 Colombina continues to expand its portfolio as part of its diversification strategy, moving away
from being solely recognised as confectionery company. Its healthy portfolio, called
Colombina 100%, with products in several categories, such as sauces, biscuits and baby
food, amongst others, will continue to be its most important focus. Even some of its
confectionery brands, such as Millows and Grissly, have made the transition to the 100%
label, offering reduced sugar options with vitamins in the case of Millows and fruit and yoghurt
content in the case of Grissly.
 One of the best-known local brands in the market, Colombina has also made inroads
overseas, especially in the Spanish market, after the acquisition of Fiesta SA, a leading
confectionery company in Spain.
 The company is owned by local private investors.
 Confectionery has always been Colombina’s core business, but the company is diversifying
its portfolio, in order to be recognised as a more versatile packaged food company. Over time,
the company has expanded its offer to include coffee, baby food, pasta, sauces, ice cream
and processed seafood.

KEY FACTS
Summary 1 Colombina SA: Key Facts
Full name of company: Colombina SA
www: www.colombina.com
Activities: Producer of confectionery, biscuits, ice cream,
snack bars, juice and sauces, dressings and
condiments
Source: Euromonitor International from company reports, company research, trade press, trade sources

Summary 2 Colombina SA: Operational Indicators

2015 2016
Net sales COP1.6 trillion COP1.7 trillion
Net profit COP50.0 billion COP57.0 billion
Number of employees 10,000 10,000
Source: Euromonitor International from company reports, company research, trade press, trade sources

COMPETITIVE POSITIONING
 Colombina was fifth amongst local companies in packaged food in GBO terms in 2017, with a
3% value share, and the most important player in sugar confectionery with a 26% value
share.

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COLOMBINA SA IN PACKAGED FOOD (COLOMBIA) Passport 2

 Diversification and international expansion were fruitful in terms of achieving more dynamic
growth in recent years. Despite the company entering new categories, it has not neglected
active new product development in its core category, confectionery. Some of its products
have already migrated to have the 100% label, indicating that they have no artificial
colourants or flavours, and some functional benefit.
 Despite confectionery showing only moderate growth, the company continues to inject
dynamism to the category, with a very active new product development process to keep
consumers interested. In addition, it has made inroads into more dynamic categories such as
snack bars with products in its Colombina 100% portfolio.
 Many years ago, the company stopped being solely a confectionery company, and nowadays
it has a wide product portfolio.
 Colombina is positioned in the middle of the market.
 The company is responsible for innovation. This is demonstrated by its category expansion,
for example moving into pasta and baby food, and brand extensions.

Summary 3 Colombina SA: Competitive Position 2017

Product type Value share Rank
Packaged food 2.7% 5
Baby food 0.5% 12
Baked goods - -
Breakfast cereals - -
Confectionery 26.4% 1
Dairy 0.1% 20
Edible oils - -
Ice cream and frozen 14.2% 2
desserts
Processed fruit and 1.2% 8
vegetables
Processed meat and seafood - -
Ready meals - -
Rice, pasta and noodles 0.1% 17
Sauces, dressings and 5.9% 5
condiments
Savoury snacks 2.8% 8
Soup - -
Spreads 12.5% 2
Sweet biscuits, snack bars 11.5% 3
and fruit snacks
Source: Euromonitor International from company reports, company research, trade press, trade sources, trade
interviews
Note: Figures and rankings at GBO level

© Euromonitor International

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