Total alcoholic drinks packaging unit volumes increased by 3% in the off-trade channel in Colombia in 2024. Colombia’s economic recovery supported increased consumer spending, with GDP growing by 1.7% and private consumption rising by 1.6%. The rebound in social and entertainment activities, along with improved consumer confidence, higher disposable incomes and strong remittance inflows, fuelled demand for alcoholic beverages, leading to a rise in packaging unit volumes across all categories. Ov

Colombia's economic environment showed mixed trends from 2019 to 2024, with a decline in economic freedom and business efficiency, despite a 64.7% improvement in business confidence. In addition, the country's financial sector remained stable, but high interest rates and low job vacancies hindered investment and growth. Furthermore, digitalisation and trade freedom improved, but significant challenges in labour market flexibility and infrastructure persisted.

The 3% growth in the total unit volumes of beauty and personal care packaging in Colombia in 2024 was primarily driven by increased consumer interest in self-care and rising demand across key areas, such as sun care, colour cosmetics, hair care and skin care. This trend was reinforced by climate and socioeconomic factors, which have increased the importance of personal care within daily routines.

In Colombia, total home care packaging volumes saw an overall increase of 5% to reach 1.6 billion units in 2024, supported by steady demand across key categories, such as dishwashing, surface care, air care and, in particular, laundry care. Population growth in urban areas, coupled with rising household incomes, boosted consumption of home care products, leading to greater packaging demand.

In 2024, Colombia ranked ninth in Latin America for average gross income, with a 0.6% real decline in per capita disposable income. The decrease was driven by low labour productivity and high tax contributions. However, per capita disposable income is forecast to grow by 11% over 2024-2029, supported by infrastructure and agricultural initiatives, despite persistent poverty and income inequality.

There has been an increase in airlines operating in Colombia which is linked to a higher flow of tourists entering and leaving the country, with passenger numbers growing. Colombia has continued to improve its domestic and international connections and more airlines have begun to offer flights and new routes. While passenger numbers have risen in 2025, airlines have also seen strong growth in current value terms. This is linked to a rise in the average ticket price, with ticket prices expected t

New and existing international chains are looking to expand their presence in Colombia with the number of new hotels continuing to rise in 2025. For instance, OxoHotel announced an ambitious expansion plan with new all-inclusive hotels, while Faranda Hotels and Resorts plans to open five new properties in destinations such as Santa Marta and the Coffee Region, with Wyndham Hotels & Resorts also entering this coffee-growing region for the first time. Elsewhere, Accor is in the process of opening

Colombia is experiencing significant growth in inbound, outbound, and domestic tourism. The country exceeded its international visitor targets (6.7 million in 2024 according to Office of Migration Colombia) with these figures projected to continue expanding in the coming years. This growth has been driven by an improved infrastructure and connectivity, the strengthening of new destinations and development of tourism offers like ecotourism, cultural, culinary, nature-based, and river cruises.

While booking sales have seen growth in 2024 and 2025, inflationary pressure has eroded real growth. Although many travel agencies have seen an increase in nominal revenues, this positive performance has not necessarily translated into real business growth. Rising operational costs, and an increase in the price of tour packages, airline tickets, and related services have reduced profit margins. Increases in transportation, lodging, and food prices have also pushed internal costs upward, forcing

Visitor numbers in Colombia are increasing due to several factors, including improved tourism infrastructure, with greater air connectivity thanks to more routes and airlines operating in the country. In addition, the establishment of new services has diversified the tourism offer. For example, cruises, which attracted large numbers of visitors in 2024, have become an important attraction whereas a decade ago these services hardly existed. This is complemented by a broader hotel offering, the de

Economic freedom has further deteriorated, as has perceptions of corruption, whilst democracy is facing erosion. Although the economy is set to outpace peers, inflation is rising and foreign investment has been falling. Urbanisation will support the consumer market, but armed groups blight the social landscape and Colombia hosts the third largest refugee population in the world. Mobile subscribers continue to grow and a new strategy hopes to bridge the digital gap, but innovation is lacking.

In Colombia, value sales of cough, cold and allergy (hay fever) remedies are rising in 2025, thanks largely to the rainy season and prolonged cold weather besetting Colombia. Notably, self-medication trends indicate a significant reliance on OTC remedies, as revealed by Euromonitor International's annual of the Consumer: Health and Nutrition survey, which reports that 39.1% of respondents follow treatment using OTC solutions.

Value sales of analgesics are rising robustly in Colombia in 2025, albeit at a diminished pace relative to the previous year, with price rises aligning closely to the inflation rate. In 2024, the prevalence of dengue cases adversely affected demand; however, a reduction in the number of cases was noted by 2025 despite the ongoing epidemic. Acetaminophen has established itself as a key member of analgesics, favoured for its safety profile compared to nonsteroidal anti-inflammatory drugs. Addition

In Colombia in 2025, value sales of NRT smoking cessation aids are low and flat, while volume sales declining deeply. Although Colombian consumers’ interest in quitting smoking remains high, NRT smoking cessation aids are not the first choice when beginning to tackle smoking addiction. A gradual reduction in the number of daily cigarettes is the top choice, as revealed by the Euromonitor report, Voice of the Consumer: Health and Nutrition; for 57% of smokers this is the first approach, followed

Value sales of digestive remedies are seeing strong growth in Colombia in 2025., driven by the increasing prevalence of digestive disorders such as irritable bowel syndrome, heartburn and bloating. This rising demand is reflected in sales volumes, which are also increasing, highlighting the importance of addressing consumer health concerns. Additionally, price fluctuations within the digestive remedies category have remained moderate, closely aligning with the overall inflation rate, thus ensuri

Sports nutrition in Colombia, despite its high prices, continues to see double-digit value sales growth in 2025. These products are not being consumed exclusively by sportspeople but are now sought out by consumers interested in sports nutrition for its wider health benefits. With many of the protein formulations being sugar-free, physicians often recommend them to patients who, due to certain medical conditions or after convalescence, need to focus on rebuilding muscle mass. Further, several Co

In 2025, value sales for wound care are continuing to see robust rises, primarily driven by price increases. Wound care products are typically purchased on a as-needed basis, and in general, most Colombian households do not include wound care products in their regular purchases or when stockpiling.

Value sales of consumer health are rising in Colombia in 2025. The country’s economy is beginning to show signs of recovery, with GDP growth driven mainly by private consumption. Rebound in consumption is supported by an increase in remittances, improved access to credit through lower interest rates, and declining inflation, leading to some improvement in purchasing power. Despite unemployment being at 8.6%, informal labour continues with figures over 55%. The fiscal deficit is also an area of m

In Colombia in 2025, the value sales of standard eye care are seeing significant growth, largely driven by the substantial amount of time Colombians spend in front of screens for both work and leisure. Despite a slight reduction in screen time over the past year, it still accounts for 51% of daily activities. Simultaneously, urban areas are grappling with poor air quality that fails to meet the standards set by the World Health Organization. These two factors are having a profound impact on visu

In 2025, value sales of herbal/traditional products continue to see strong and sustained growth in Colombia, maintaining the trend observed during the review period. The popularisation of herbal/traditional products, linked to ancestral and traditional practices, remains attractive to Colombians, who are increasingly using these products to treat symptoms of minor ailments. Many people consider natural products to have advantages over pharmaceutical products - for example, such as minimal or no

In 2025, the value sales of dermatological products in Colombia are recovering, achieving low single-digit growth after a decline in 2024. This recovery is occurring amid ongoing uncertainty within the public health system, with a notable shift from institutional sales to the retail channel as patients face delays and difficulties in securing appointments. Additionally, the increasing consumer confidence in generic and private label alternatives, coupled with their affordability, has further pro

Value sales of sleep aids are rising rapidly in 2025, with significant expansion highly influenced by increasing cases of mental health issues such as depression and anxiety. These conditions have been exacerbated amid economic challenges and an uncertain political landscape, further compromising sleep quality among Colombians. According to the Euromonitor survey, Voice of the Consumer: Health and Nutrition, a staggering 77.9% of respondents report that sleeping problems have a moderate to sever

In 2025, the sales of weight management products in Colombia continue to decline, reflecting a shift towards healthier lifestyles. Increasing health awareness emphasises physical activity as the primary method for managing weight, with 65% of respondents in the Euromonitor Voice of the Consumer: Health and Nutrition survey indicating that they prioritise exercise. However, while prescription drugs such as Ozempic and Saxenda represent a costly alternative, 18% of participants view GLP-1 medicati

In 2025, sales of dietary supplements in Colombia are rising. The trend is fuelled by people adopting more active lifestyles and an increasing awareness of the importance of healthy habits, which often include additional supplementation. Many individuals recognise that food alone may not provide the daily necessary amounts of nutrients. Combination dietary supplements and probiotics remain key segments. Despite their high prices, probiotics are becoming increasingly relevant among Colombians. Co