DECLARACIÓN LEGAL

La información que se contiene en el servicio está o licenciada por

proveedores de información de tercera parte o es propiedad intelectual

de EMIS. La información - incluido este documento que está a su

disposición está protegido por leyes de derechos de autor, derechos de

bases de datos, marcas y /o patentes que se poseen por la parte

relevante. Excepto con una permisión previa en el acuerdo (si hay alguno)

entre el suscriptor y EMIS, o de lo contrario aprobado expresamente por

escrito por EMIS, cualquier reproducción, publicación, redistribución,

venta, emisión o circulación de la información a cualquier tercera parte

está estrictamente prohibido.

Ningún derecho se concede al suscriptor excepto el uso limitado de

derechos. Al suscriptor no se le permite guardar en forma electrónica

cualquier carpeta compartida tampoco puede archivar la información que

se pude utilizar como solicitud de investigación ni se puede mover,

ocultar o alterar ninguno de los avisos de los derechos de autor que se

contienen en el servicio o en este documento.

SECTOR CAPSULE: BAKED GOODS IN COLOMBIA
06 Nov 2019
HEADLINES
In 2019 retail sales grow by 4% in current value terms and 1% in volume terms to reach COP6 trillion and
909,000 tonnes
Wider variety and healthier options contribute to a return to retail volume growth and faster value growth in
2019
Packaged leavened bread sees the highest current value growth of 7% in 2019
The average retail current unit price rises by 3% in 2019
Artisanal accounts for a 63% retail value share in 2019
Value sales are expected to rise at a 4% current value CAGR (1% 2019 constant value CAGR) over 2019-
2024

COMPETITIVE LANDSCAPE
Artisanal accounts for the majority of retail value sales of baked goods in 2019, although its share
decreased gradually over the review period. The strong and widespread culture of baked goods
consumption in Colombia is underpinned by the presence of thousands of small bakeries across
neighbourhoods in the country. These outlets provide consumers with a high level of convenience as
they tend to be located close to consumers’ homes; therefore, consumers can quickly and easily access
baked goods on impulse or when required. They also offer opportunities for socialisation as regular
visitors know or come to know the owners, shop staff and other customers of these small,
neighbourhood stores. While some modern grocery retailers are too upmarket for many consumers in
terms of location and/or price, traditional formats support the availability and demand for long-
popular artisanal baked goods.
Bimbo de Colombia is consolidating its position as the leading branded player in a highly fragmented
competitive environment dominated by artisanal bakers. The company is seeing the fastest retail value
share growth in 2019, marginally ahead of Productos Ramo. This performance is supported by new
product development, including health and wellness varieties under Bimbo Vital and Bimbo Artesano.
The growing focus on healthier lines is reflected in the late 2018 launch of Bimbo Vital 100%,

© Euromonitor International 2020 www.euromonitor.com

EMISPDF co-universidadlasalle from 108.61.242.12 on 2020-01-23 21:26:08 GMT. DownloadPDF.
Downloaded by co-universidadlasalle from 108.61.242.12 at 2020-01-23 21:26:08 GMT. EMIS. Unauthorized Distribution Prohibited.
wholegrain bread with red fruits. According to the trade press, the company expects this new product
to significantly increase sales of the Bimbo Vital line. Meanwhile, Bimbo de Colombia continues to
leverage its strength in packaged flat bread to develop its tortilla range with ancestral seeds (chia) and
reduced fat options.

NATIONAL BRAND OWNERS AND THEIR BRANDS

Company Name (NBO) Brand (GBO)
Alimentos Polar de Colombia SA Arepas Pan (Empresas Polar CA)
Almacenes Éxito SA Betty Crocker (General Mills Inc)
Arepas Doña Paisa de Colombia SA Doña Paisa (Arepas Doña Paisa de Colombia SA)
BCO SA Guadalupe (Grupo Bimbo SAB de CV)
Bimbo de Colombia SA Bimbo (Grupo Bimbo SAB de CV), Mr Brown (Grupo Bimbo SAB de CV)
Comapán SA Comapán (Comapán SA)
Delissant SA Delicroissant (Delissant SA)
Don Maíz SA Don Maíz (Don Maíz SA)
Harinera del Valle SA Doña Torta (Harinera del Valle SA)
Industrias Santa Clara SA Santa Clara (Industrias Santa Clara SA)
Levapan SA Gel' Hada (Levapan SA)
Mama-ia Ltda Mama-ia (Harinera del Valle SA)
Mondelez Colombia SAS Royal (Mondelez International Inc)
Pan Pa' Ya Ltda Pan Pa' Ya (Pan Pa' Ya Ltda)
Panadería El Trigal Trigal (Panadería El Trigal)
Productos Ramo SA Chocoramo (Productos Ramo SA), Ramo (Productos Ramo SA)
Quala SA Frutiño (Quala SA)
Source: Passport by Euromonitor International

© Euromonitor International 2020 www.euromonitor.com

EMISPDF co-universidadlasalle from 108.61.242.12 on 2020-01-23 21:26:08 GMT. DownloadPDF.
Downloaded by co-universidadlasalle from 108.61.242.12 at 2020-01-23 21:26:08 GMT. EMIS. Unauthorized Distribution Prohibited.
FORECAST

DEFINITIONS AND METHODOLOGY

Baked Goods
This is the aggregation of bread, pastries, dessert mixes, frozen baked goods and cakes. Note: Baked
goods from in-store bakeries are classified under unpackaged/artisanal, not packaged/industrial. While
they may be finished on-site, they are often prepared, then frozen or par-baked, at other locations.
Such production models are very important for supermarket in-store bakeries, which have in the past
been used to drive traffic and fill stores with appetising aromas, but for which the labour resources
required to run a full-service scratch bakery are not always available.

Methodology
This report is derived from Euromonitor International’s Passport information system. Industry
research is carried out by a global team of more than 600 in-country analysts and is based on a core
set of research techniques:
National-level desk research, company research and analysis, store checking, trade interviewing with
national players and market analysis
International-level desk research, multinational company research and analysis, trade interviewing with
international players and market analysis

© Euromonitor International 2020 www.euromonitor.com

EMISPDF co-universidadlasalle from 108.61.242.12 on 2020-01-23 21:26:08 GMT. DownloadPDF.
Downloaded by co-universidadlasalle from 108.61.242.12 at 2020-01-23 21:26:08 GMT. EMIS. Unauthorized Distribution Prohibited.