Home and personal care in Valle del Cauca

Last update: 30/09/2022

Colombia is the fifth largest home and personal care market in Latin America. In the country this sector is divided into three main segments: absorbent, personal care and cleaning products. In 2019, the sector reached sales of USD$4.2 billion with an average annual growth of 4.2%. When analyzing sales by segment, the personal care subsector represented the largest sales in the sector (48%), followed by absorbent (27%) and cleaning products (25%); the latter being the segment with the best performance in annual average growth (7.5%). Among the best-selling products in the sector in the country are powdered detergent, toilet paper and disposable diapers.

When analyzing the sector by Colombian regions, it stands out that Valle del Cauca contributes with around 19% of total sales and constitutes an ideal environment for the development of the industry. The region has a beauty cluster with sales close to USD $1.3 billion that brings together several relevant players in the local industry such as packaging and graphics, as well as optimal conditions for access to raw materials and the know-how of the sector.

Finally, in terms of foreign trade the home and personal care sector in Colombia exported around USD$661.8 million in 2020, especially personal care products (67.2%), mainly to destinations such as Peru (USD$169 million), Ecuador (USD$121 million) and Mexico (USD$86 million). In this sense, it is worth noting that Valle del Cauca was positioned as the second most exporting region in the country in this sector (25.6%), which exemplifies the production capacity of the region, as a result of the presence of leading companies in the market such as the multinationals Johnson & Johnson, Colgate, Reckitt Benckiser, Unilever, and Tecnoquímicas.