CONSUMER OVERVIEW IN COLOMBIA

November 2020
Consumer Overview in Colombia
▪ Life Priorities
▪ Home Life
▪ Eating Habits
▪ Working Life
▪ Ethical Life
▪ Leisure Habits
▪ Health
▪ Shopping
▪ Technology
CONSUMER OVERVIEW IN COLUMBIA

Euromonitor’s consumer overview and Coronavirus (COVID-19)

▪ The data collected via the Lifestyles Survey in 2020 were prior to the large-scale and
unprecedented impact of COVID-19. However, these consumer data remain relevant
in today’s climate as they show growth trends which are likely to be even stronger in
the wake of COVID-19, including those that are covered in this report. For example,
the growing interest of consumers in seeking more convenient online platforms for
shopping and connecting with others, growth in holistic approaches to healthy living
and demanding flexibility and more options to balance work and home life, are
trends we have seen in both our 2019 and 2020 Lifestyles Survey data. These trends
are still extremely relevant and are expected to continue to grow at a faster rate due
to the impact of COVID-19.
▪ Though we cannot say for sure how COVID-19 will impact consumers and their
lifestyle habits in the future, our Lifestyles Survey data show which trends are most
important to consumers and are likely to continue being part of their lifestyles and
behaviours, therefore allowing businesses to understand consumer priorities and
strategically plan next steps in an unknown landscape.

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Life priorities (1)

▪ Lifestyles in Colombia were significantly impacted by the COVID-19

outbreak in 2020. The country entered a stringent five-month lockdown
in March, which severely restricted people’s movements. The economy
also took a big hit, leading to job losses. Restrictions were loosened in
September, with restaurants reopening but large events banned and
land and water borders remaining closed. The pandemic prompted an
increased focus on health and wellness, as well as a shift towards indoor
pursuits and teleworking.
▪ Income inequality in Colombia remains among the highest in the world,
due to widespread poverty, a vast informal economy, and the presence
of nearly two million migrants from Venezuela. Living standards are
highest in Bogotá, where an expanding middle class has been enjoying
the benefits of Colombia’s steady economic growth. Nevertheless, a mere
10% of our survey respondents expected to increase their spending in
the next year, compared with 22% of their global peers.
▪ Colombian lifestyles revolve around the family: as many as 53% of
respondents, compared with a global average of 42%, prioritise time
with their children. Religion also plays a strong role in life for 64% of
consumers, while being active in the community matters to 52%.
▪ Despite urban consumers leading increasingly busy lifestyles, only 25% 70% of Colombians are
say they feel under constant pressure to get things done, compared with looking for ways to simplify
a much higher 41% of their global counterparts. their life

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Life priorities (2)

Source: Euromonitor International Lifestyles Survey 2020

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Life priorities by age

Source: Euromonitor International Lifestyles Survey 2020

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Life priorities: my place in the world

Source: Euromonitor International Lifestyles Survey 2020

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Life priorities: my place in the world by age

Source: Euromonitor International Lifestyles Survey 2020

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Home life

▪ With the Bogotá metro area now home to around 11 million people, as
many as 82% of the country’s households are classified as urban. Indeed,
our survey found that Colombians are more likely than their global peers
to prioritise an urban or city location when looking for a home (37%,
versus 28%, respectively).
▪ In light of Bogotá’s high crime levels and the presence of dense hillside
slums, safety and convenience are high on the agenda for home-seekers.
As many as 67% of respondents desire a safe location, and 47% (well
above the global average of 39%) want to be close to public transport.
▪ Given that it is common for Colombians to live in extended families, 31%
of households consist of multiple people. Even before the pandemic, the
home was a hub for entertainment, with 78% of respondents saying they
socialised with the people they live with at least weekly. The
countrywide lockdown meant that people spent more time inside in
2020, driving demand for in-home entertainment, online shopping and
digital communications.
▪ As in many other Latin American countries, owning a pet is very
common in Colombia. As many as 71% of respondents have one,
compared with 56% of their global counterparts. Due to the ongoing 60% already worked at home
trend towards pet humanisation, 74% consider their pets as beloved at least weekly pre-pandemic
members of the family, fuelling demand for premium pet food and health
products.

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Home life: at home activities

Source: Euromonitor International Lifestyles Survey 2020

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Home life: at home activities by age

Source: Euromonitor International Lifestyles Survey 2020

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Home life: future home priorities

Source: Euromonitor International Lifestyles Survey 2020

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Home life: future home priorities by age

Source: Euromonitor International Lifestyles Survey 2020

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Home life: smart home

Source: Euromonitor International Lifestyles Survey 2020

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Home life: smart home by age

Source: Euromonitor International Lifestyles Survey 2020

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Eating habits (1)

▪ In general, the Colombian diet is considered healthy. Staples include

rice, potato, meat, beans and a wide variety of fruit. As such, the obesity
rate (though gradually rising) is still only 23.8% – one of the lowest in
Latin America. Our survey found that 46% of respondents actively
monitor what they eat in order to manage their weight.
▪ Consumers are conservative in their eating habits. As many as 80% cook
or bake at least weekly, while just 27% eat ready meals – well below the
global average of 40%. 47% of consumers eat meals at the same time
every day – lunch being the main meal of the day.
▪ Urban consumers are taking a growing interest in healthy eating: an
enormous 72% of our respondents said they look for healthy ingredients
in food and beverages, compared with 58% of their global counterparts.
▪ However, on the other hand there is a growing tendency to eat snacks
on-the-go, driven by the need for convenience, wider availability, and
product innovation. More than half (51%) of respondents say they often
snack between meals, and 40% (compared with just 28% globally) look
for snacks that are convenient to eat outside the home.
▪ Delivery apps such as Rappi, Uber Eats and Tu Orden are increasingly
46% of Millennials ate out at
used by young, urban consumers, and demand for such services spiked
amid the pandemic when restaurants were closed. Beforehand, 43% of
least weekly pre-pandemic
Millennials ordered food for home delivery at least weekly.

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Eating habits (2)

Source: Euromonitor International Lifestyles Survey 2020

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Eating habits by age

Source: Euromonitor International Lifestyles Survey 2020

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Eating habits: meals and snacking habits (weekday)

Source: Euromonitor International Lifestyles Survey 2020

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Eating habits: meals and snacking habits (weekend)

Source: Euromonitor International Lifestyles Survey 2020

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Eating habits: when and where

Source: Euromonitor International Lifestyles Survey 2020

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Eating habits: when and where by age

Source: Euromonitor International Lifestyles Survey 2020

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Eating habits: food preferences and restrictions

Source: Euromonitor International Lifestyles Survey 2020

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Working life (1)

▪ Due to the effects of the pandemic, the jobless rate is expected to

increase to 11.8% in 2020, despite wages being subsidised to prevent
massive layoffs from formal employment. Furthermore, Colombia has a
vast informal economy, which is estimated to account for between 20%
and 40% of GDP. This means there is scant protection for many with
regard to jobs, health coverage and pensions.
▪ Reflecting this situation, job security is a priority for as many as 47% of
our survey respondents – well above the global average of 38%. Slightly
fewer (43%) prioritise a high salary.
▪ With Colombians working an average of 47 hours a week – among the
longest hours in the world – job flexibility is highly desirable. To have a
job that allows for a strong work-life balance is prioritised by the highest
number of respondents (49%, compared with 40% globally); while 34%
(versus 24% globally) want to be able to work from home.
▪ Many Colombians dream of working abroad or being self-employed in
the future: 49% of respondents say they want to start their own
company, compared with just 28% of their global counterparts.
▪ Informal workers are often forced to remain in employment in old age
due to a lack of retirement income. Indeed, as many as 56% of
respondents aged 60 and above expect to work beyond the typical 47% of Gen Z want to work
retirement age, compared with just 33% of their global peers.​ in another country in the
future

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Working life (2)

Source: Euromonitor International Lifestyles Survey 2020

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Working life by age

Source: Euromonitor International Lifestyles Survey 2020

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Working life: future expectations

Source: Euromonitor International Lifestyles Survey 2020

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Working life: future expectations by age

Source: Euromonitor International Lifestyles Survey 2020

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Ethical life

▪ The failure of President Iván Duque’s administration to tackle urgent

environmental and social issues, such as deforestation, fracking, and the
protection of biodiversity, has been a major cause of political unrest in
Colombia. This led to a series of strikes and protests from November
2019, as well as violence against dozens of environmental, indigenous
and social leaders. Notably, 36% of our Colombian survey respondents
(compared with 24% of their global peers) participate in rallies and
protests, and 40% (versus 38% globally) share their political opinions
on social media.
▪ The discontent and negative publicity surrounding these issues has
prompted an increased awareness among consumers of the need to
make lifestyle changes. 79% of respondents say they are worried about
climate change, and 76% claim to try and have a positive impact on the
environment through their everyday actions – well above the global
figures of 65% for both.
▪ When it comes to the environment, reducing plastics use and using less
water are top concerns for as many as 79% and 67% of Colombians
respectively. 64% try to reduce food waste, and 60% (versus just 49% 42% feel good about buying
globally) are interested in sustainable packaging. eco- or ethically-conscious
▪ In the face of rising pollution levels, Colombians are also making efforts products
to minimise their carbon footprint: 47% want to reduce their energy
consumption, and 36% of respondents (well above the global average of
23%) want to offset their carbon emissions.

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Ethical life: green behaviours and activism

Source: Euromonitor International Lifestyles Survey 2020

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Ethical life: green behaviours and activism by age

Source: Euromonitor International Lifestyles Survey 2020

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Leisure

▪ Although a vast number of low-income consumers work in the informal

sector and therefore lack the time or means for costly pursuits,
Colombia’s growing middle class consumer base is eager to try new
activities: 58% of our survey respondents say it is important to spend
their money on experiences, and an enormous 69% seek curated
experiences that are tailored to their tastes.
▪ The vast majority of consumers (83%) say they value real world
experiences. While international travel is unaffordable for many, it is
common for Colombians to travel within their own country. More than a
fifth (22%) say they go on at least four domestic trips a year.
▪ With film being a national passion in Colombia, half of all respondents
went to the cinema at least weekly prior to the pandemic – well above
the global average of 32%. The country’s strong mall culture makes
shopping another popular pastime: 52% went shopping for leisure at
least weekly, and 57% say they shop in stores that create engaging
experiences.
▪ Consumers were forced to turn their attention to indoor activities when
most venues were closed during the country’s five-month lockdown
period. Streaming services, gaming, social networking and other types of 70% of Colombians socialised
digital entertainment were already becoming popular before the with friends online at least
pandemic, with 57% of respondents saying they value online virtual weekly pre-pandemic
experiences.

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Leisure habits

Source: Euromonitor International Lifestyles Survey 2020

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Leisure habits by age

Source: Euromonitor International Lifestyles Survey 2020

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Leisure: holidays

Source: Euromonitor International Lifestyles Survey 2020

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Leisure: holiday activities

Source: Euromonitor International Lifestyles Survey 2020

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Leisure: holiday activities by age

Source: Euromonitor International Lifestyles Survey 2020

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Leisure: holiday features

Source: Euromonitor International Lifestyles Survey 2020

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Leisure: holiday features by age

Source: Euromonitor International Lifestyles Survey 2020

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CONSUMER OVERVIEW IN COLUMBIA

Health (1)

▪ Colombia was forced to take swift and drastic measures to contain

COVID-19 – partly due to the ongoing influx of refugees from
neighbouring Venezuela, and partly because of its limited healthcare
capacity. Notably, while Colombia has the most ICU beds in Latin
America, it still lags developed countries. Despite its five-month
lockdown, the country had recorded 30,750 deaths from COVID-19 by
the end of October 2020.
▪ The crisis has accelerated the trend towards health awareness and
prevention which was already emerging pre-pandemic. 46% of our
survey respondents say they actively monitor what they eat in order to
manage their weight. As many as 72% look for healthy ingredients in
food and beverages – well above the global average of 58%; and 49%
say they closely read the nutrition labels of food and beverages.
▪ Colombians are less likely than their global counterparts to take health
supplements at least weekly (36%), although 54% take herbal remedies
to help them relax. Mindfulness is also a growing concept, with 57%
practicing meditation before the pandemic.
▪ Urban consumers like to keep active, with 65% of respondents saying
they exercise at least weekly. The tradition of closing Bogotá’s streets to
31% visited a health-related
vehicles on Sundays (known as the Ciclovía) resumed in August 2020
website at least weekly pre-
when lockdown restrictions were lifted. 128km of bike paths were made
pandemic
available to cyclists, joggers and skateboarders. Pre-pandemic, 49% of
Millennials cycled at least weekly.

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Health (2)

Source: Euromonitor International Lifestyles Survey 2020

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Health: exercise habits

Source: Euromonitor International Lifestyles Survey 2020

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Health: exercise habits by age

Source: Euromonitor International Lifestyles Survey 2020

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Health: stress-reduction activities

Source: Euromonitor International Lifestyles Survey 2020

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Health: stress-reduction activities by age

Source: Euromonitor International Lifestyles Survey 2020

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Shopping

▪ Despite the rising number of middle class consumers, Colombians are

price-sensitive and like to shop around for the best prices. Indeed, 60%
of our survey respondents say they like to find bargains – well above the
global average of 50%. Shoppers are discerning, however. Only 27% say
they would buy second-hand items, and 45% (compared with 38% of
their global peers) would rather buy fewer but higher quality things.
▪ Shopping malls are popular places to go for window shopping,
entertainment and dining. As many as 59% of respondents say they like
to visit malls – well above the global average of 39%. Cross-border
shopping is also common, with 35% of Colombians (versus 22%
globally) claiming to pick their travel destinations based on the quality
of shopping there.
▪ The vast majority (73%) of grocery spend still takes place at traditional
‘mom and pop’ stores (tiendas de barrio) or street vendors, due to their
informal credit facilities and the ability to buy single items. However,
modern grocery formats are becoming the channel of choice for urban
consumers who are able to drive to out-of-town malls.
▪ E-commerce is still in its infancy, but has grown rapidly thanks to the
increasing number of connected consumers. Uptake of online shopping 41% like in-store shopping
has surged since the arrival of COVID-19, due to the closure of shops due to the ability to return
during the long lockdown period. Pre-pandemic, only 22% of items
respondents bought an item or service online at least weekly.

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Shopping: attitudes and preferences

Source: Euromonitor International Lifestyles Survey 2020

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Shopping: attitudes and preferences by age

Source: Euromonitor International Lifestyles Survey 2020

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Shopping: resourceful/economic actions

Source: Euromonitor International Lifestyles Survey 2020

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Shopping: resourceful/economic actions by age

Source: Euromonitor International Lifestyles Survey 2020

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Shopping: in-store motivations

Source: Euromonitor International Lifestyles Survey 2020

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Shopping: in-store motivations by age

Source: Euromonitor International Lifestyles Survey 2020

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Shopping: online shopping motivations

Source: Euromonitor International Lifestyles Survey 2020

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Shopping: online shopping motivations by age

Source: Euromonitor International Lifestyles Survey 2020

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Technology

▪ Despite its rapid progress, Colombia still lags behind other countries in
the region when it comes to internet access: just 50% of households had
access to broadband in 2020. Mobile development has been a priority of
President Duque’s administration, which has a goal of implementing a
commercially active 5G network by 2022.
▪ Significant barriers to digital uptake have been widespread consumer
distrust in online payments and the high numbers that remain
unbanked. However, this is changing as payment apps and digital wallets
emerge, such as the Tpaga app, which can be used by unbanked
consumers to make all kinds of payments after topping their account up
with cash. Our survey found that 62% of Millennials used a mobile
banking app at least weekly and 47% made an in-store mobile payment
pre-pandemic.
▪ Affluent urban consumers are the biggest users of mobile devices, which
are infiltrating every area of life, from communications to entertainment
and personal finance. As many as 92% of respondents have a
smartphone and 24% own a fitness wearable – somewhat higher than
56% of respondents are
the global average of 19%.
highly influenced by internet
▪ An enormous 93% of consumers, versus 80% of their global peers, use a ads
messaging app at least weekly, with WhatsApp and Facebook Messenger
the preferred social messaging apps for Colombians. 82% use their
phone to access social media at least weekly, and 32% (compared with
23% globally) say they make purchases via social media platforms.

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Technology in everyday life

Source: Euromonitor International Lifestyles Survey 2020

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Technology in everyday life by age

Source: Euromonitor International Lifestyles Survey 2020

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Technology: personal use

Source: Euromonitor International Lifestyles Survey 2020

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CONSUMER OVERVIEW IN COLUMBIA

Technology: personal use by age

Source: Euromonitor International Lifestyles Survey 2020

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Technology: online activities

Source: Euromonitor International Lifestyles Survey 2020

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CONSUMER OVERVIEW IN COLUMBIA

Technology: online activities by age

Source: Euromonitor International Lifestyles Survey 2020

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FOR FURTHER INSIGHT PLEASE CONTACT
Jennifer Elster
Project Manager
[email protected]
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