In 2025, fragrances in Colombia exhibited robust growth, with retail sales value reaching COP2494.9 billion at constant prices and showing a growth of 12% year-on-year. This growth outpaced regional averages and reflects a resilient demand linked to gifting occasions such as Christmas, Valentine’s Day, and Mother’s Day. Mass fragrances was the largest and most dynamic category in 2025, outperforming premium fragrances as consumers gravitated towards affordable indulgences. This consumer behaviou

Beauty and personal care in Colombia demonstrated significant momentum in 2025, recording value growth of 8% to COP14,443.8 billion, significantly ahead of the country's GDP expansion of 3% and outperforming regional peers. This environment is highly attractive due to its strong growth prospects, rising disposable incomes, and increasing population, alongside an evolving consumer profile that prioritises value, scientific credibility, and innovative experiences. Leading players have succeeded by

Hair care in Colombia registered solid current value growth in 2025, reaching COP2,332.0 billion in retail sales. This was supported by rising interest in hair appearance and health, amplified by social media trends that continue to shape routines and product discovery. Platforms such as TikTok and Instagram have directly influenced demand for conditioners, masks and specialised treatments, as consumers adopt multi-step regimens inspired by influencers and dermatological advice. Shampoo remained

In 2025, skin care in Colombia experienced continued positive current value growth, albeit at a slower pace than in 2024, reflecting a more mature yet still dynamic market environment. The total retail sales value reached COP2,418.4 billion in 2025, representing a 7% increase over 2024's value. This growth trajectory aligns with the region's steady economic expansion, as Colombia's achieved 3% real GDP growth in 2025. Inflation has moderated to 5%, supporting consumer purchasing power. The popul

In 2025, the bath and shower category in Colombia experienced modest value growth of 3%, reflecting a climate of cautious consumer spending and intense promotional activity. This restrained growth was driven primarily by the body wash and shower gel format, which has benefited from increasing consumer interest in sensorial benefits. In contrast, bar soap, despite being the largest format by volume, showed flat value performance due to heightened promotional intensity and growing competition from

In 2025, the colour cosmetics category in Colombia demonstrated robust growth with retail sales of COP1,576.9 billion, representing a 12% increase over 2024. This growth outpaced earlier years and reflects strong consumer demand despite regional economic fluctuations. The category’s expansion has been supported by Colombia’s increasing consumer expenditure, alongside a population of approximately 53 million, providing a solid base for sustained market development. Economic factors such as a real

Oral care in Colombia recorded modest current value growth in 2025, reaching a retail value of COP1,823.3 billion, marking a 5% increase from the previous year. This growth was supported by its central role in daily personal hygiene routines and a rising consumer focus on health and wellness. The category remains mature and faces pricing pressure, as budget-conscious households often purchase a single product for the entire family while gravitating towards larger, more economical packaging forma

Men’s grooming in Colombia experiences robust value growth of 9% in 2025, reflecting sustained interest in personal care products. This growth outpaced the general regional real GDP growth of 3% and occurred amid a rising population, all of which has combined to support expanding consumer demand. Similarly, consumer expenditure in Colombia has increased significantly in recent years, indicating improving purchasing power and potential for premiumisation within personal care.

Innovation in women’s razors and blades in Colombia is increasingly focused on convenience-led design and visual appeal, responding to the preferences of younger consumers such as Gen Z and late millennials. The emergence of compact sizes, ergonomic handles, and travel-friendly formats addresses the needs of mobile lifestyles, while trendy colours and aesthetically appealing packaging enhance the product’s positioning as a personal care accessory rather than just a hygiene tool. Digital influenc

Smaller deodorant brands are increasingly driving innovation by focusing on niche consumer demographics that prioritise ingredient transparency and unique product formats over mass-market positioning. Consumer willingness to trade efficacy for natural or organic ingredients remains resilient. This demand fuels growth for independent players like Simple As and Coco Salvaje, who are expanding through health-focused retail channels using non-traditional packaging such as tins. Premium brand Loto De

Sun care in Colombia recorded robust value growth in 2025, with retail sales rising by 11% in current terms to COP679.5 billion. Volume growth slowed to 2% but demand remained resilient as consumer awareness around daily UV protection continued to strengthen, reinforced by dermatologist- and pharmacist-led educational initiatives. Colombia's performance notably outpaced the wider Latin American context, with the country's sun care value sales showing continued double-digit growth while some regi

Value sales of baby and child-specific products in 2025 increased modestly in Colombia, rising to COP742 billion, with growth of 3% over the previous year. This performance marks a noticeable slowdown from the 3% growth in 2024 and the 8% surge seen in 2023, reflecting the combination of moderating inflation and a softer pace of unit price increases. The more restrained value expansion is closely linked to persistent demographic pressures, as declining birth rates continue to limit volume expans

Mass beauty and personal care in Colombia demonstrated resilient value growth in 2025, with retail sales reaching COP10,526.9 billion, representing an 8% increase over 2024. Despite easing inflation to 5% and a moderate real GDP growth of 3%, consumers maintain cautious spending habits, shifting towards affordable products that combine efficacy with accessible pricing. Mass hair care was the largest category by retail sales for 2025, valued at COP2,160.2 billion. This lead was driven by strong

Premium beauty and personal care in Colombia recorded another year of solid current value growth in 2025, with retail value sales reaching COP1,511.1 billion, reflecting a 10% increase year-on-year. This growth was supported by the gradual easing of inflationary pressures and a modest recovery in purchasing power. Improved economic conditions encouraged some consumers, particularly those in higher-income urban areas, to resume discretionary spending, investing greater resources in self-care thr

Consumer Types can be a powerful tool to help companies better understand and appeal to their target markets. By going beyond typical demographic-based segmentation, such as age or gender, and grouping consumers based on shared traits and preferences, companies can better develop products and marketing campaigns that resonate with key customers.

Bleach in Colombia experienced growth in 2025, driven by changes in consumer usage habits. The strong performance of discounters has profoundly reshaped the category’s dynamics, making products like gel bleach more affordable and popular among consumers. As a result, the category saw an increase in volume sales, with total retail value sales reaching COP481.0 billion in 2025, representing a growth of 3% from the previous year. Additionally, the urban population in Colombia stood at 42 million in

Laundry care in Colombia experienced positive growth in retail value in 2025, with major categories showing rapid increases. Laundry care overall reached value sales of COP4.65 trillion, representing a 4% growth rate. Consumer habits are shifting, with Colombians increasingly loyal to private label products that offer innovative and value-added features. The median disposable income per household in Colombia grew to COP43 million in 2025, while the possession rate of washing machines among house

In 2025, surface care in Colombia recorded a retail value of COP523.1 billion, representing 4% growth attributed to increasing demand for specialised and efficient products. The median disposable income per household in Colombia rose, indicating a relatively stable economic environment that supports consumer spending on home care products.

Toilet care in Colombia experienced a moderate 6% rise in 2025, representing a slowdown in growth from the previous year and reaching a total retail value of COP24.4 billion. This progress was largely driven by the strong performance of private label in-cistern devices, which expanded rapidly and captured a significant portion of the market. In addition, toilet liquids/foams began to recover, posting nearly flat volume growth and a 7% increase in value.

In 2025, dishwashing in Colombia experienced significant changes driven by evolving product formats and the continued rise of private label products, primarily through discounters. Private label share increased from 32% in 2020 to 50% in 2025, indicating a substantial shift in consumer preferences towards more affordable and convenient options. Notably, the median disposable income per household in Colombia was COP43 million in 2025, a 7% increase from its 2024 value, showing steady growth. The

In 2025, air care performed positively in terms of retail value sales in Colombia, noting 9% growth reaching COP210.3 billion. Median disposable income per household in Colombia improved in 2025, indicating a steady growth in income. This growth in income, coupled with the expansion of private label products and innovation from leading brands, contributed to the positive performance of air care in 2025. In addition, the consumer confidence index standard improved in 2025, suggesting better consu

Home care in Colombia demonstrated resilience in 2025, with 4% growth in current value terms driven by stable prices and the expansion of private label products. Laundry care maintained its dominance, supported by continuous innovation and high washing machine penetration, while air care saw particularly dynamic growth through the rise of wellness-focused products. The market is expected to continue expanding, fuelled by private label products and discounters, with a forecast CAGR of 6% in curre

In 2025, value sales of polishes in Colombia saw some recovery, driven by the performance of shoe polish, which remains the largest subcategory. The recovery in shoe polish was attributed to innovation and increased private label penetration, with value sales rising robustly. Growth in shoe polish sales is linked to changes in casual fashion trends, as consumers increasingly favour sneakers and casual footwear over traditional leather shoes. As a result, shoe polish companies are investing in de

In 2025, home insecticides in Colombia experienced moderate growth compared to the previous year, primarily due to the absence of the extreme El Niño phenomenon. Retail value sales reached COP444 billion, representing 3% growth from 2024. 2025’s growth was slower than the 27% increase observed in 2024, which was likely influenced by extreme weather conditions.