Savoury Snacks in Colombia

Euromonitor International
July 2021
SAVOURY SNACKS IN COLOMBIA Passport i

LIST OF CONTENTS AND TABLES

KEY DATA FINDINGS.................................................................................................................. 1
2021 DEVELOPMENTS ............................................................................................................... 1
Savoury snacks starts to show recovery, following A change in consumption habits leading to
declining sales .......................................................................................................................... 1
Savoury snacks unlikely to see any significant traction through e-commerce .......................... 1
PepsiCo maintains its lead, thanks to extensive portfolio and clever marketing strategies to re-
stimulate lost sales ................................................................................................................... 2
PROSPECTS AND OPPORTUNITIES......................................................................................... 2
Savoury snacks set to recover in line with A return to pre-pandemic lifestyles, with sales
driven by new mixed-product launches ..................................................................................... 2
Nuts, seeds and trail mixes expected to A receive sophisticated new positioning to drive
innovation in the sub-category .................................................................................................. 2
Savoury snacks with health and wellness claims unlikely to gain any notable traction ............. 2
CATEGORY DATA ....................................................................................................................... 3
Table 1 Sales of Savoury Snacks by Category: Volume 2016-2021 ......................... 3
Table 2 Sales of Savoury Snacks by Category: Value 2016-2021 ............................ 3
Table 3 Sales of Savoury Snacks by Category: % Volume Growth 2016-2021 ........ 3
Table 4 Sales of Savoury Snacks by Category: % Value Growth 2016-2021 ........... 4
Table 5 NBO Company Shares of Savoury Snacks: % Value 2017-2021 ................. 4
Table 6 LBN Brand Shares of Savoury Snacks: % Value 2018-2021 ....................... 5
Table 7 Distribution of Savoury Snacks by Format: % Value 2016-2021 .................. 6
Table 8 Forecast Sales of Savoury Snacks by Category: Volume 2021-2026 .......... 7
Table 9 Forecast Sales of Savoury Snacks by Category: Value 2021-2026 ............. 7
Table 10 Forecast Sales of Savoury Snacks by Category: % Volume Growth
2021-2026 .................................................................................................... 7
Table 11 Forecast Sales of Savoury Snacks by Category: % Value Growth
2021-2026 .................................................................................................... 8

© Euromonitor International
SAVOURY SNACKS IN COLOMBIA Passport 1

SAVOURY SNACKS IN COLOMBIA

KEY DATA FINDINGS
▪ Savoury snacks starts to show recovery in 2021, following a change in consumption habits
leading to declining sales
▪ Savoury snacks sees 4% current value growth and 4% retail volume growth in 2021, to reach
COP3.3 trillion and 195,800 tonnes
▪ Savoury biscuits shows the highest value growth in 2021, at 8% to reach COP1.5 trillion
▪ Unit prices increase 1% in 2021, to reach COP16,890.1 per kg
▪ PepsiCo Alimentos Colombia Ltda maintains its decent lead in savoury snacks in 2021, with
31% company value shares
▪ Savoury snacks is expected to see 6% current value CAGR (3% 2021 constant value CAGR)
over the forecast period, to reach COP4.4 trillion in 2026

2021 DEVELOPMENTS

Savoury snacks starts to show recovery, following A change in

consumption habits leading to declining sales
Savoury snacks is bouncing back in 2021 after being impacted by pandemic restrictions in
2020 and declining into negative figures. The primary reason for the decline in sales in 2020
was limited movement of consumers leading to fewer on-the-go snacking occasions, alongside
a decline in impulse purchases for the same reason. Savoury snacks are traditionally purchased
in individual-size formats and consumed at the place of purchase, often accompanied by a
beverage. Therefore, the changes to lifestyles seen in 2020 and continuing through to 2021, to a
degree, have been impacting the category.
One bolstering aspect to the overall picture came from an increase in sales of family-sized
formats of savoury snacks. This is attributed to people spending more time at home and
purchasing larger formats of snacks to share with their family, whilst watching a movie for
example. However, this was not enough to compensate for the decline in sales of smaller
formats through traditional channels, alongside the decline in multi-packs which are often
purchased at modern retailers and used for school lunchboxes for children. The multi-pack
aspect became redundant in 2020 due to school closures and limited mobility.

Savoury snacks unlikely to see any significant traction through e-

commerce
Whilst savoury snacks did benefit somewhat from the growth in the e-commerce channel
seen in 2020, as family-sized packs lend themselves well to this style of shopping, shares in the
channel remained relatively low. This is in spite of the development of home-delivery apps such
as Rappi and Cornershop, alongside players’ own online shopping platforms. Companies
adapted rapidly to e-commerce, but they are aware that their own platforms serve more as a
shop window for new launches and product samples for their existing registered users, as
opposed to a strong channel for purchases per se. It is not particularly common for consumers
to make purchases of snacks online on their own merit, due to delivery fees versus product
prices, thus such purchases tend to be included in larger online shops from modern retail
channels such as supermarkets.

© Euromonitor International
SAVOURY SNACKS IN COLOMBIA Passport 2

PepsiCo maintains its lead, thanks to extensive portfolio and clever

marketing strategies to re-stimulate lost sales
PepsiCo Alimentos Colombia Ltda is continuing its decent lead in savoury snacks in company
terms in 2021, with its Margarita brand just pipping Noel (from Cía de Galletas Noel SA) to the
post in brand terms. The player also has a sizeable portfolio in the category, including De
Todito, Doritos, Cheetos and Frito-Lay (Lay’s globally), among others. In 2021, Frito-Lay
launched a campaign called “Todo a Milton”, meaning that personal packs of 48 grams of
brands such as Cheetos, Mani Moto, Choclitos, and others, have an affordable price of
COP1,000. This strategy was targeted to reactivate consumption of smaller packs and thus
recover lost volume sales.

PROSPECTS AND OPPORTUNITIES

Savoury snacks set to recover in line with A return to pre-pandemic

lifestyles, with sales driven by new mixed-product launches
It is expected that savoury snacks will recover fully during the 2021-2022 period, as pre-
pandemic lifestyles are resumed, students return to schools and colleges, and employees start
attending their offices for a few days per week, in a mix between home-working and workplaces.
It is expected that, despite being low in innovations, savoury snacks will continue to hold an
appeal for consumers over the forecast period, with traditionally popular products being tortilla
chips, potato chips and plantains. That said, innovation is expected through mixes of products,
such as potatoes, plantains and pork rind all in one offering. New flavour offerings are typically
linked to traditional Colombian foods, with the most recent launch, in March 2021, coming from
Super Ricas con Todo Rico Picado (potatoes, plantains and pork rind with grilled corn,
guacamole and chorizo).
In tortilla chips, however, flavours remain limited, being mainly spicy and cheese, with a few
limited editions. Significant innovations, such as those observed in other Latin American
countries, which are including more exotic flavours such as wasabi, for example, have not yet
been launched in Colombia. Tortilla chips are, however, versatile and there has been an
increasing offer of plain products, both branded and private label. This is expected to attract a
steady stream of sales over the forecast period, especially so in family-pack size formats.

Nuts, seeds and trail mixes expected to A receive sophisticated new

positioning to drive innovation in the sub-category
Nuts, seeds and trail mixes have interesting growth opportunities for the forecast period. The
offering has been evolving towards more sophisticated products, being those which incorporate
different textures and flavours (spicy, lemon, sweet, salty, etc) and new ingredients such as
chickpeas and ancestral grains, as well as a variety of nuts gaining relevance in trail mixes,
providing a source of protein and fibre. Innovations will continue to be oriented towards more
indulgent products, but with healthier claims, for example mixes including fruits covered with
Greek yoghurt, with players such as Manitoba Ltda proving to be important innovators.

Savoury snacks with health and wellness claims unlikely to gain any
notable traction
Savoury snacks with health and wellness claims, in opposition to what one might expect, are
not expected to see significant traction over the forecast period. Whilst the declines seen in

© Euromonitor International
SAVOURY SNACKS IN COLOMBIA Passport 3

sales in 2020 are recovering somewhat in 2021, notable innovations in this area are not
foreseen. On one hand, prices for such products tend to be higher, thus deterring price-sensitive
consumers; and on the other hand the consumers of snacks are mainly teenagers and young
adult consumers, who typically place higher value on taste experiences and indulgences, than
health and wellness claims.

CATEGORY DATA
Table 1 Sales of Savoury Snacks by Category: Volume 2016-2021

'000 tonnes
2016 2017 2018 2019 2020 2021

Nuts, Seeds and Trail 8.3 8.3 8.6 8.9 8.3 8.5
Mixes
Salty Snacks 46.8 46.7 47.2 48.4 40.1 39.8
- Potato Chips 30.7 30.4 30.7 31.4 25.6 26.0
- Tortilla Chips 5.7 5.8 5.8 6.1 5.8 5.8
- Puffed Snacks 10.3 10.4 10.5 10.7 8.5 7.7
- Rice Snacks 0.1 0.2 0.2 0.2 0.2 0.2
- Vegetable, Pulse and - - - - - -
Bread Chips
Savoury Biscuits 112.5 112.1 112.6 117.7 126.5 134.3
Popcorn 3.9 3.9 3.9 4.1 3.5 3.5
Pretzels - - - - - -
Other Savoury Snacks 12.1 12.1 12.5 13.0 10.7 9.8
Savoury Snacks 183.6 183.2 184.8 192.2 189.1 195.8
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 2 Sales of Savoury Snacks by Category: Value 2016-2021

COP billion
2016 2017 2018 2019 2020 2021

Nuts, Seeds and Trail 203.5 211.1 223.9 242.1 233.6 242.4
Mixes
Salty Snacks 1,043.0 1,079.0 1,138.3 1,233.4 1,067.5 1,092.1
- Potato Chips 703.8 722.5 762.0 823.8 700.2 731.7
- Tortilla Chips 123.4 128.2 135.7 149.5 150.3 156.0
- Puffed Snacks 208.6 219.6 231.0 248.3 206.3 194.0
- Rice Snacks 7.2 8.7 9.6 11.8 10.7 10.4
- Vegetable, Pulse and - - - - - -
Bread Chips
Savoury Biscuits 1,148.3 1,181.2 1,230.2 1,303.7 1,426.3 1,538.7
Popcorn 84.0 85.5 90.4 98.3 88.6 90.8
Pretzels - - - - - -
Other Savoury Snacks 344.9 357.1 383.0 421.6 361.3 343.9
Savoury Snacks 2,823.7 2,913.9 3,065.9 3,299.0 3,177.3 3,307.9
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3 Sales of Savoury Snacks by Category: % Volume Growth 2016-2021

© Euromonitor International
SAVOURY SNACKS IN COLOMBIA Passport 4

% volume growth
2020/21 2016-21 CAGR 2016/21 Total

Nuts, Seeds and Trail Mixes 2.1 0.5 2.4

Salty Snacks -0.9 -3.2 -15.0
- Potato Chips 1.6 -3.3 -15.3
- Tortilla Chips 0.3 0.4 2.1
- Puffed Snacks -9.2 -5.4 -24.4
- Rice Snacks -6.3 3.0 16.2
- Vegetable, Pulse and Bread Chips - - -
Savoury Biscuits 6.2 3.6 19.4
Popcorn -1.0 -2.5 -12.0
Pretzels - - -
Other Savoury Snacks -8.1 -4.0 -18.6
Savoury Snacks 3.5 1.3 6.7
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4 Sales of Savoury Snacks by Category: % Value Growth 2016-2021

% current value growth

2020/21 2016-21 CAGR 2016/21 Total

Nuts, Seeds and Trail Mixes 3.8 3.6 19.1

Salty Snacks 2.3 0.9 4.7
- Potato Chips 4.5 0.8 4.0
- Tortilla Chips 3.8 4.8 26.5
- Puffed Snacks -6.0 -1.4 -7.0
- Rice Snacks -3.0 7.6 44.2
- Vegetable, Pulse and Bread Chips - - -
Savoury Biscuits 7.9 6.0 34.0
Popcorn 2.5 1.6 8.1
Pretzels - - -
Other Savoury Snacks -4.8 -0.1 -0.3
Savoury Snacks 4.1 3.2 17.1
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5 NBO Company Shares of Savoury Snacks: % Value 2017-2021

% retail value rsp

Company 2017 2018 2019 2020 2021

PepsiCo Alimentos 34.5 34.9 35.2 31.8 30.8

Colombia Ltda
Cía de Galletas Noel SA 15.3 15.3 16.0 16.8 16.8
Bimbo de Colombia SA 6.8 6.8 6.7 8.4 9.0
Comestibles Ricos Ltda 6.4 6.5 6.6 5.6 5.4
Nestlé de Colombia SA 3.0 3.0 2.9 3.4 3.6
Cía Nacional de 3.6 3.6 3.5 3.4 3.3
Chocolates SA
Mondelez Colombia SAS 4.0 3.7 3.3 3.2 3.1
Productos Yupi SA 3.6 3.5 3.3 2.6 2.4
Colombina SA 2.2 2.0 1.9 1.7 1.7
Tostaditos Susanita SA 1.2 1.2 1.3 1.6 1.7
Manitoba Ltda 1.1 1.1 1.2 1.4 1.5
Industrias Santa Clara SA 1.1 1.1 1.0 1.2 1.3

© Euromonitor International
SAVOURY SNACKS IN COLOMBIA Passport 5

Productos Ramo SA 0.9 0.9 1.0 1.1 1.1

Kellogg de Colombia SA 0.8 0.7 0.7 0.6 0.6
Congrupo SA 0.5 0.5 0.5 0.5 0.5
Quala SA 0.4 0.5 0.5 0.4 0.4
BCO SA 0.2 0.2 0.2 0.3 0.3
Comapán SA 0.2 0.2 0.2 0.2 0.2
Cía Nacional de 0.4 0.4 0.3 0.3 0.2
Pasabocas Piquitos Ltda
Signa Grain Ltda 0.2 0.2 0.2 0.2 0.2
Mebo Ltda 0.1 0.1 0.1 0.1 0.1
Don Maíz SA - - - - -
Frito-Lay de Colombia - - - - -
Ltda
Grupo Skies Colombia Ltda - - - - -
Alimentos Polar de - - - - -
Colombia SA
Kraft Foods Colombia SA - - - - -
Arepas Doña Paisa de - - - - -
Colombia SA
Mondelez International - - - - -
Colombia SA
Private Label 6.9 7.3 7.6 9.1 9.3
Others 6.7 6.3 5.8 6.1 6.6
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 6 LBN Brand Shares of Savoury Snacks: % Value 2018-2021

% retail value rsp

Brand (GBO) Company (NBO) 2018 2019 2020 2021

Margarita (PepsiCo PepsiCo Alimentos 16.1 16.0 14.3 14.4

Inc) Colombia Ltda
Saltin (Grupo Cía de Galletas Noel SA 10.2 10.7 11.4 11.4
Nutresa SA)
Bimbo (Grupo Bimbo Bimbo de Colombia SA 6.8 6.7 8.4 9.0
SAB de CV)
De Todito (PepsiCo PepsiCo Alimentos 10.4 10.7 9.6 8.8
Inc) Colombia Ltda
Super Ricas Comestibles Ricos Ltda 4.3 4.3 3.6 3.6
La Especial (Grupo Cía Nacional de 3.6 3.5 3.4 3.3
Nutresa SA) Chocolates SA
Tosh (Grupo Nutresa Cía de Galletas Noel SA 3.1 3.1 3.0 3.0
SA)
Saltinas (Nestlé SA) Nestlé de Colombia SA 2.3 2.2 2.6 2.8
Doritos (PepsiCo Inc) PepsiCo Alimentos 2.5 2.5 2.6 2.6
Colombia Ltda
Club Social Mondelez Colombia SAS 2.8 2.5 2.5 2.5
(Mondelez
International Inc)
Ducales (Grupo Cía de Galletas Noel SA 1.7 1.8 2.1 2.1
Nutresa SA)
Cheetos (PepsiCo Inc) PepsiCo Alimentos 2.3 2.4 2.2 2.0
Colombia Ltda
Susanita Tostaditos Susanita SA 1.2 1.3 1.6 1.7
Crakeñas Colombina SA 1.8 1.7 1.5 1.6
Manitoba Manitoba Ltda 1.1 1.2 1.4 1.5
Santa Clara Industrias Santa Clara SA 1.1 1.0 1.2 1.3

© Euromonitor International
SAVOURY SNACKS IN COLOMBIA Passport 6

Todo Rico Comestibles Ricos Ltda 1.3 1.4 1.2 1.1

Frito-Lay (PepsiCo PepsiCo Alimentos 1.0 1.0 0.9 0.8
Inc) Colombia Ltda
Soda (Nestlé SA) Nestlé de Colombia SA 0.7 0.7 0.8 0.8
Rizadas Productos Yupi SA 1.0 1.0 0.8 0.8
Trocitos (Cía Comestibles Ricos Ltda 0.9 0.9 0.8 0.7
Nacional de
Pasabocas Piquitos
Ltda)
Cheese Tris PepsiCo Alimentos 0.8 0.8 0.7 0.6
(PepsiCo Inc) Colombia Ltda
Mani Moto (PepsiCo PepsiCo Alimentos 0.7 0.7 0.6 0.6
Inc) Colombia Ltda
Yupis Productos Yupi SA 1.0 1.0 0.7 0.6
Pringles (Kellogg Co) Kellogg de Colombia SA 0.7 0.7 0.6 0.6
Cheetos Trissitos PepsiCo Alimentos 0.7 0.7 0.6 0.6
(PepsiCo Inc) Colombia Ltda
Tostacos Productos Ramo SA 0.4 0.4 0.5 0.5
Maizitos Productos Ramo SA 0.4 0.4 0.5 0.5
Act II (ConAgra Congrupo SA 0.5 0.5 0.5 0.5
Brands Inc)
Tosti Productos Yupi SA 0.4 0.4 0.4 0.4
Private label Private Label 7.3 7.6 9.1 9.3
Others Others 10.8 10.2 10.0 10.1
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 7 Distribution of Savoury Snacks by Format: % Value 2016-2021

% retail value rsp

2016 2017 2018 2019 2020 2021

Store-Based Retailing 100.0 100.0 100.0 100.0 100.0 100.0

- Grocery Retailers 97.6 97.9 98.0 98.1 98.2 98.2
-- Modern Grocery 24.4 25.1 25.6 25.1 28.9 26.4
Retailers
--- Convenience Stores 0.4 0.4 0.4 0.4 0.5 0.4
--- Discounters 2.9 3.3 3.6 4.0 4.7 4.7
--- Forecourt Retailers 1.2 1.3 1.3 1.3 0.9 0.9
--- Hypermarkets 10.9 11.0 11.0 10.5 12.2 10.8
--- Supermarkets 9.1 9.2 9.3 8.9 10.8 9.5
-- Traditional Grocery 73.1 72.8 72.3 73.0 69.2 71.8
Retailers
--- Food/drink/tobacco - - - - - -
specialists
--- Independent Small 73.1 72.7 72.3 72.9 69.2 71.7
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 0.3 0.3 0.3
-- Health and Beauty - - - - - -
Specialist Retailers
-- Other Foods Non- 0.4 0.4 0.4 0.3 0.3 0.3
Grocery Specialists
- Mixed Retailers 2.0 1.7 1.6 1.6 1.5 1.5
Non-Store Retailing 0.0 0.0 0.0 0.0 0.0 0.0
- Vending - - - - - -
- Homeshopping - - - - - -

© Euromonitor International
SAVOURY SNACKS IN COLOMBIA Passport 7

- E-Commerce 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
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 8 Forecast Sales of Savoury Snacks by Category: Volume 2021-2026

'000 tonnes
2021 2022 2023 2024 2025 2026

Nuts, Seeds and Trail 8.5 8.7 9.0 9.2 9.5 9.9
Mixes
Salty Snacks 39.8 42.9 44.6 45.5 46.2 46.9
- Potato Chips 26.0 28.7 30.0 30.6 31.1 31.5
- Tortilla Chips 5.8 6.0 6.2 6.3 6.4 6.5
- Puffed Snacks 7.7 8.0 8.2 8.4 8.6 8.7
- Rice Snacks 0.2 0.2 0.2 0.2 0.2 0.2
- Vegetable, Pulse and - - - - - -
Bread Chips
Savoury Biscuits 134.3 137.4 140.6 142.8 144.7 146.3
Popcorn 3.5 3.5 3.6 3.6 3.7 3.7
Pretzels - - - - - -
Other Savoury Snacks 9.8 10.3 10.7 10.9 11.1 11.2
Savoury Snacks 195.8 202.9 208.4 212.0 215.2 217.9
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 9 Forecast Sales of Savoury Snacks by Category: Value 2021-2026

COP billion
2021 2022 2023 2024 2025 2026

Nuts, Seeds and Trail 242.4 250.5 257.7 266.1 275.6 286.1
Mixes
Salty Snacks 1,092.1 1,184.6 1,235.1 1,262.7 1,284.6 1,304.0
- Potato Chips 731.7 811.0 850.0 868.6 883.4 896.2
- Tortilla Chips 156.0 161.8 166.4 170.0 172.4 174.8
- Puffed Snacks 194.0 201.0 207.6 212.8 217.3 221.4
- Rice Snacks 10.4 10.8 11.0 11.2 11.4 11.6
- Vegetable, Pulse and - - - - - -
Bread Chips
Savoury Biscuits 1,538.7 1,577.6 1,619.7 1,648.1 1,672.6 1,693.8
Popcorn 90.8 92.6 94.2 95.5 96.7 97.6
Pretzels - - - - - -
Other Savoury Snacks 343.9 362.8 376.2 385.5 392.0 396.7
Savoury Snacks 3,307.9 3,468.0 3,582.9 3,658.0 3,721.5 3,778.2
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 10 Forecast Sales of Savoury Snacks by Category: % Volume Growth 2021-2026

% volume growth
2021/22 2021-26 CAGR 2021/26 Total

© Euromonitor International
SAVOURY SNACKS IN COLOMBIA Passport 8

Nuts, Seeds and Trail Mixes 3.0 3.2 16.8

Salty Snacks 7.9 3.3 17.9
- Potato Chips 10.4 3.9 21.2
- Tortilla Chips 3.3 2.1 10.8
- Puffed Snacks 3.1 2.3 12.3
- Rice Snacks 3.0 1.8 9.4
- Vegetable, Pulse and Bread Chips - - -
Savoury Biscuits 2.3 1.7 8.9
Popcorn 1.6 1.2 6.1
Pretzels - - -
Other Savoury Snacks 5.0 2.6 13.8
Savoury Snacks 3.6 2.2 11.3
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 11 Forecast Sales of Savoury Snacks by Category: % Value Growth 2021-2026

% constant value growth

2021/2022 2021-26 CAGR 2021/26 Total

Nuts, Seeds and Trail Mixes 3.3 3.4 18.0

Salty Snacks 8.5 3.6 19.4
- Potato Chips 10.8 4.1 22.5
- Tortilla Chips 3.7 2.3 12.0
- Puffed Snacks 3.7 2.7 14.1
- Rice Snacks 3.5 2.2 11.2
- Vegetable, Pulse and Bread Chips - - -
Savoury Biscuits 2.5 1.9 10.1
Popcorn 2.0 1.5 7.5
Pretzels - - -
Other Savoury Snacks 5.5 2.9 15.3
Savoury Snacks 4.8 2.7 14.2
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

© Euromonitor International