Light Barriers to Imports

OTA estimates total organic market consumer sales of Colombia at about $12 million USD per year.

  • The total market size for organic packaged food and beverages in Colombia in 2015 is US$10.2mn. The country is the 43rd largest market in the world by value.
  • Per capita spending on organic packaged food and beverages in Colombia is US$0.20, which ranks as the 41st largest spending per capita in the world.
  • The largest company by sales in organic packaged food and beverages is Federación Nacional de Cafeteros de Colombia (Procafecol), which maintains 82.7% of total sales, followed by Toscafé OMA SA and Casino Guichard-Perrachon SA.
  • Organic packaged food and beverages in Colombia will see strong year-on-year growth of close to 15% in 2015. This is much higher than the rest of the Latin America region, which will experience approximately 4% year-on-year growth in 2015.
  • Colombia maintains a market size for organic packaged food and beverages of US$10.2mn in 2015, which is less than 0.1% of global category sales.
  • Within the Latin America region, Mexico, Brazil, and Argentina all surpass Colombia in total value sales of organic packaged foods and beverages.
  • Colombia will experience strong forecast growth of sales of organic packaged food and beverages, at 13.2% from 2015–2020.

QUALITATIVE ANALYSIS

Quick Facts

  • The total market size for organic packaged food and beverages in Colombia in 2015 is US$10.2mn. The country is the 43rd largest market in the world by value.
  • Other than coffee, organic food and beverages are almost non-existent in Columbia.
  • Health and wellness products are gradually expanding beyond the high-income consumer niche to include middle-income consumers.

Market Trends

Competitive Landscape

  • Federación Nacional de Cafeteros de Colombia (Procafecol) dominates the organic coffee market, controlling around 85% of national sales due to the strong positioning of the Juan Valdez brand.
  • Organic coffee is positioned as a premium product in competition with lower-priced conventional coffee. 

Prospects and Growth Opportunity

  • Organic coffee will continue to grow, driven by the development of the premium segment, but prices will remain too high for most consumers. 
  • Organic beverages are expected to expand beyond coffee to 100% juices. 
  • The potential introduction of organic tea is also a threat to organic coffee, since tea is viewed by some consumers as a good source of energy with less caffeine. Nevertheless, the higher penetration of coffee will allow for a strong degree of consumer loyalty, especially in the short and medium term.

General Health & Wellness Trends

General Economic & Demographic Landscape

Economy: 

  • The economy should steadily improve over the next several years, with growth of real GDP reaching 3.7% by the end of the decade. Support will come from the government’s infrastructure investment program, improvements in the business climate, and a gradual rise in world oil prices.
  • Colombia’s informal economy has been estimated at between 20% and 40% of GDP. 
  • The expansion of the country’s middle class is having a marked impact on spending patterns, although income inequality in Colombia remains extremely high.

Population demographics: 

  • Colombia’s population was 49.5 million in 2015, and will reach 57.2 million by 2030.
  • The fertility rate was 2.2 births per female in 2015, and is forecast to be 1.9 births per female in 2030. 

Income & expenditure: 

  • Positive reforms to the country’s business climate, coupled with lower levels of political violence, are expected to support growth of income and expenditure in the long term.
  • Colombia’s income inequality ranks amongst the highest in the world.
     

 

Data type

2012

2013

2014

2015

2016

2017

2018

 

 

 

 

 

 

 

 

Total population

47.7

48.3

48.9

49.5

50.1

50.7

51.3

% Middle and upper class of total population

24.8%

24.9%

25.2%

25.5%

25.7%

25.9%

26.1%

% Population aged 65+

6.0%

6.2%

6.4%

6.6%

6.9%

7.2%

7.4%

% Population aged 0-14

28.1%

27.7%

27.3%

27.0%

26.7%

26.3%

26.0%

% Population with higher education degrees

12.3%

12.5%

12.8%

13.0%

13.3%

13.6%

13.9%

Average number of children per household

1.3

1.2

1.2

1.2

1.2

1.2

1.2

GDP per capita

5,077.4

5,359.8

5,635.2

6,048.5

6,140.9

6,251.9

6,399.6

Consumer expenditure per capita (US$)

3,105.8

3,248.5

3,423.2

3,639.3

3,646.2

3,699.0

3,788.7

Consumer expenditure per capita on food and non-alcoholic beverages (US$)

566.7

582.7

607.3

640.3

636.1

641.1

652.9

 

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QUANTITATIVE ANALYSIS

Organic packaged food & beverage data

 

Data type

2012

2013

2014

2015

2016

2017

2018

CAGR
(12-15)

CAGR
(15-18)

 

 

 

 

 

 

 

 

 

 

Health & wellness products consumption

2,957.9

3,313.6

3,601.4

3,940.3

4,156.8

4,366.7

4,573.8

10.0%

5.1%

Organic packaged food and beverages consumption

5.8

7.1

8.6

10.2

11.9

13.6

15.4

20.7%

14.7%

Organic packaged food consumption

-

-

-

-

-

-

-

-

-

Organic beverages consumption

5.8

7.1

8.6

10.2

11.9

13.6

15.4

20.7%

14.7%

Organic packaged food and beverages consumption as a % of total health & wellness products consumption

0.2%

0.2%

0.2%

0.3%

0.3%

0.3%

0.3%

-

-

 

Retailer & urban area data

 

Data category

Rank

Urban Area/retailer

Population 
(mns)

 

 

 

 

Top urban areas by population (2015)

1

Bogota

9.1

Top urban areas by population (2015)

2

Medellín

3.8

Top urban areas by population (2015)

3

Cali

2.9

Top urban areas by population (2015)

4

Barranquilla

2.0

Top urban areas by population (2015)

5

Cartagena

1.3

Top grocery retailers by sales (2015)

1

Almacenes Éxito

-

Top grocery retailers by sales (2015)

2

Olímpica

-

Top grocery retailers by sales (2015)

3

Jumbo

-

Top grocery retailers by sales (2015)

4

AlKosto

-

Top grocery retailers by sales (2015)

5

Éxito

-

 

USDA GATS data

Rank

2015

2014

2013

2012

1

Strawberries

Apples

Apples

Coffee Roast

2

Carrots

Carrots

Carrots

Apples

3

Peach

Lemons

Pears

Carrots

4

Apples

Pears

Coffee Roast

Oranges

5

Peppers

Oranges

-

Pears

Policy Information

Government Agency(s)/Competent Authority

Authorized Government Agency(s): 

Ministry of Agriculture and Rural Development in Colombia

Agency(s) Contact Information: 

Ministerio de agricultura y Desarrollo Rural de Colombia
Avenida Jimenez N°7-65 PBX
Bogota DC
Republica de Colombia
Phone: (+571) 334-1199
Website

Organic Regulations and/or Standards

Name(s) of Regulation and/or Standard: 

Colombian Ministry of Agriculture issued the first regulation (Res. 0544/1995), which was modified in 2002 (Res. 0074), in 2004 (Res. 148) (.pdf in Spanish) and in 2006 (Res. 0187) (.pdf In Spanish)

"Regulation for primary production, processing, packaging, labeling, storage, certification, import, marketing of Organic Agricultural Products" includes additional details.

Date of Implementation: 

1995

Regulation and/or Standard Scope: 

Regulates the agricultural production, processing, packaging, labeling, storage, certification, imports and sales of organic products

The regulation applies to unprocessed fresh vegetables and fish products and processed products destined for human consumption

Imported Products Requirements

Imported Products: 

Imported organic products must:

  • Comply with Columbia’s laws on foreign trade 
  • Have approval from the Ministry of Agriculture and Rural Development, via the Colombian Agricultural and Livestock Institute 
  • Be certified as organic by an accredited certifier in the country of origin or authorized by Colombia’s Ministry of Agriculture and Rural Development using equivalent standards, and have a certificate of inspection
  • Be shipped in appropriate packaging/containers that prevent substitution of the contents, and to identify the exporter and marks and numbers to identify the lot with the inspection certificate.
  • Be stored separately from non-organic agricultural products.

Importers shall provide the Ministry of Agriculture and Rural Development any information it requires, and shall allow Ministry representatives access for inspection of facilities and licenses.

Certification and Accreditation

Certification: 

Certifiers must be accredited.

The Ministry of Agriculture and Rural Development maintains a list of accredited certifiers.

Accreditation Method: 

Government

Accreditation: 

Superintendent of Industry and Commerce (Ministry of Commerce, Industry and Tourism)

Additional Information

Additional Information: 

Definitions

Review definitions of terminology included in this website.