COMPETITIVE LANDSCAPE
Postobón consolidates leadership through high penetration and kid-focused flavour innovation
Postobón remains the dominant player in bottled water, reaching more than 430,000 points of sale, of which around 75% are small local grocers. The company continues to innovate with segmented offerings such as Agua Cristal Saborizada, aimed specifically at children.
Private label gains momentum through competitive pricing and flavour variety
Private label represents the fastest-growing segment in bottled water, primarily due to competitive pricing and accessible flavour ranges. D1’s private label OMI illustrates this trend, offering flavours such as passion fruit, lemon and apple in 600ml and 1.
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Overview:
Understand the latest market trends and future growth opportunities for the Bottled Water industry in Colombia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bottled Water industry in Colombia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Bottled Water in Colombia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Bottled Water in Colombia?
- To what extent are health considerations impacting consumption of Bottled Water in Colombia?
- How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Bottled Water in Colombia?
- Which are the leading brands in Bottled Water in Colombia?
- What potential exists for multinational or domestic soft drinks companies to expand in Colombia?
- How are products distributed in Bottled Water in Colombia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How have home seclusion and social distancing measures following COVID-19 impacted sales of Bottled Water?
- How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
- Where is future growth expected to be most dynamic?
Bottled Water in Colombia - Category analysis
KEY DATA FINDINGS
Bottled water declines after the 2024 heatwave surge, while flavoured water continues to outperform
Retail volume sales of bottled water decreased in 2025
Flavoured bottled water benefits from health-driven indulgence and category diversification
Retail volume sales of bottled water are expected to recover and grow over the forecast period
Digital commerce strengthens Postobón’s reach and price competitiveness
Functional hydration expands as consumers seek added benefits beyond basic water
Postobón consolidates leadership through high penetration and kid-focused flavour innovation
Private label gains momentum through competitive pricing and flavour variety
Traditional trade remains dominant but continues to lose share as consumers migrate to value-focused channels
Discounters lead growth as expansion and low prices attract both brands and consumers
Soft Drinks in Colombia - Industry Overview
Economic volatility, regulatory pressures, and changing consumer needs redefine soft drinks demand in 2025
KEY DATA FINDINGS
Functional and fortified beverages strengthen their position
Health consciousness boosts reduced-sugar products and clean label innovation
Price sensitivity and migration toward discounters and modern retail
Volume recovery expected, though category performance will diverge
Health and functionality will shape innovation pipelines
Digital strategies, influencer collaborations, and direct-to-consumer models gain traction
Event sponsorship and experiential marketing remain priority investments
Postobón maintains strong leadership through diversification and distribution
RTD coffee growth led by Procafecol and rising challenger brands
Quala expands across multiple categories with strong, price-competitive brands
Small local grocers remain key but continue to lose share
Health and beauty specialists emerge as the fastest-growing channel
E-commerce expands gradually with rising promotional sophistication
FOODSERVICE VS RETAIL SPLIT
Fountain sales in Colombia
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Bottled Water
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- Carbonated Natural Mineral Bottled Water
- Carbonated Spring Bottled Water
- Carbonated Purified Bottled Water
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- Still Flavoured Bottled Water
- Sparkling Flavoured Bottled Water
- Functional Bottled Water
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- Still Natural Mineral Bottled Water
- Still Spring Bottled Water
- Still Purified Bottled Water
Bottled Water
This category is the aggregation of still bottled water (spring, mineral & purified), carbonated bottled water (spring, mineral & purified), flavoured bottled water and functional bottled water. Bulk bottled water is split out separately. It is defined as packaged drinking water – purified, spring or mineral – that is packaged in a container of 8 litres or larger. The bulk bottled water data types apply to Still Bottled Water and Carbonated Bottled Water but do not apply to functional or flavoured bottled water. Bulk water is classified according to the new Bulk retail volume and Bulk retail value data type regardless of channel of sale: bulk water sold via retail locations and bulk water delivered direct to a consumer’s home is included. Bulk water sold to institutions (offices, schools etc.) remains excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Bottled Water research and analysis database.
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