July 23, 2024 – Here we will describe the evolving food and beverage consumption habits of Colombian consumers, analyzing the factors driving demand across specific categories. These categories include; beverages, everyday staples, meal preparation, snacks and treats, and plant-based and special diet products.
Beverage Trends
Colombia is a big beer-drinking nation, with a 94% penetration rate compared to the global average of 77%. However, consumption rates of beer, alongside all alcoholic and non-alcoholic alternative beverages, have been waning over the past year, due to many drivers. With beer and spirits, consumers cite a desire to control alcohol intake and reduce adverse health impacts. In premixes and wines, there is a broader range of influences impacting consumption, including taste, cost, and health-related issues.
Food trends in Colombia research shows that bottled water consumption in the country is rapidly growing – more than 1 in 3 Colombian consumers are increasing their intake of bottled water. Consumers cite the products’ healthy image as a driver. Iced coffee, tea, juices, and smoothies also saw increasing rates of consumption in the past year, and taste is the top driver.
Hot coffee and tea consumption is rising as well, and represents the largest portion of consumers increasing their intake of beverages. Taste is the predominant consideration for coffee drinkers, and variety on the shelf is the top reason for buying more. Health is the biggest influencer of increased teas consumption.
Food Trends: Everyday Staples
Consumer food trends research shows that Colombian consumers are increasingly interested in everyday staples that align with their health goals and preferences. This is evident in the growing demand for products with high fiber, low sugar, and functional ingredients. Freshness is also a key attribute in everyday staple food trends in Colombia, particularly for categories like bread, dairy, and meat.
Colombians are purchasing bread and cereals at a rate similar to the global average. Food trends research also demonstrates that tradition and freshness are key drivers for bread intake. For breakfast cereals, 12% of consumers are increasing their intake, driven by health.
Dairy products are popular in food trends in Colombia, with penetration rates exceeding the global average (83% vs. 73%). Additionally, food trend research shows that more consumers are increasing than decreasing consumption. Dairy products have a positive health image in Colombia and is the main reason consumers are increasing their intake. Consumers are increasingly seeking low-fat options and functional ingredients in these categories.
Consumer food trends research shows that meat and fish are also highly popular in Colombia, with fish and seafood in particular growing fast in consumption rates. Health is the top driver for those increasing meat and fish intake, named by 3 in 4 of those eating more fish and 2 in 3 of those buying more meat. Freshness is a key attribute for these categories, and consumers are particularly interested in products with high protein and omega-3 fatty acids.
Meal Preparation Trends
Colombian consumers are increasingly seeking variety in their meal preparation options. While they still enjoy scratch cooking, consumer food trends research shows that there is a growing demand for convenient options like ready meals, sauces, and seasonings.
Health and increased variety are major drivers of growth for sauces and seasoning consumption. Interestingly, consumers that are cutting back on table and cooking sauces are most likely to do so because they are seen as unhealthy. Increased variety on the shelf and lack of time are top drivers for consumers increasing their intake of ready meals.
Taste is a strong influence in food trends in Colombia, with taste/flavor being the top attribute influencing purchasing decisions in the meal preparation category. Traditional production methods are also important, with consumers showing a preference for products that are traditionally made or crafted.
Food Trends: Snacks and Treats
While many Colombians still enjoy snacks and sweet treats, consumption rates are slowing over the past year. This food trend is driven by health concerns and budgetary considerations, as consumers prioritize healthier choices and manage their spending.
The demand for healthier snacks is particularly evident in the growing popularity of cereal and energy bars. Consumer food trends research shows that 9% of consumers have increased their intake of these products in the past year. These bars are seen as a convenient and nutritious option, especially for breakfast. Consumers are drawn to bars with high fiber and low sugar content, reflecting a broader preference for healthier formulations. The importance of taste and flavor remains a key driver, but it is increasingly being balanced with a focus on nutritional value. This food trend is further supported by the fact that consumers in Colombia are over-indexing on interest in claims such as high in fiber and low/no/reduced sugar when making purchasing decisions for snacks and treats.
Freshness is another crucial factor influencing snack choices in Colombia. Consumers are particularly drawn to fresh products in categories like cakes, pastries, ice cream, biscuits, and cookies. This preference for freshness highlights the importance of local sourcing and traditional production methods in the Colombian market. As consumers seek out healthier and more authentic snack options, brands have an opportunity to capitalize on these trends by offering products that meet these evolving demands.
Plant-Based and Special Diets Trends
Colombian consumers are increasing consumption of plant-based foods and special diets, driven by health concerns and a desire for healthier lifestyles. Food trends research reveals that 18% of respondents reported an increase in their consumption of meat substitutes in the past year, while 11% reported an increase in non-dairy cheese consumption. This trend is further supported by the fact that 21% of respondents reported an increase in their consumption of non-dairy milk and milk drinks, and 17% reported an increase in their consumption of non-dairy yogurt. These figures suggest that plant-based options are gaining traction in the Colombian market, particularly among those seeking healthier alternatives.
Interestingly, specific health claims are less important for Colombian consumers of sports and functional nutrition products compared to the global average. Taste, cost, and brand are all more important factors to Colombians when choosing these products.
Freshness is a key attribute for Colombian consumers purchasing plant-based and special diet products. This suggests that manufacturers should prioritize fresh, minimally processed products to appeal to this growing market segment.
Food Trends in Colombia: What’s Next?
Colombians are increasingly interested in healthy options, but they don’t want to sacrifice taste. Brands should focus on creating products that are both delicious and nutritious, satiating the dual expectations of Colombian consumers.
Colombian consumers also value fresh ingredients and products. Thus, brands should consider emphasizing freshness in their marketing and packaging.
Finally, Colombians have a strong connection to their culinary heritage. Brands can leverage traditional ingredients, flavors, and production methods to appeal to consumers.
This article is based on our report, “Category Growth Drivers in Colombia
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