Consumer Lifestyles - Colombia (Mar 2012)

CONSUMER LIFESTYLES IN COLOMBIA

Euromonitor International

March 2012

C O N S U M E R L I F E S T Y L E S I N C O L O M B I A P a s s p o r t I

© E u r o m o n i t o r I n t e r n a t i o n a l

LIST OF CONTENTS AND TABLES

Consumer Habits in Context ......................................................................................................... 1

Current Behaviour Within the Broader Economic Climate ........................................................ 1 Consumer Confidence .............................................................................................................. 2 Misery Index ............................................................................................................................. 2

Chart 1 Consumer Confidence Index 2006-2011 ...................................................... 2 Chart 2 Misery Index 2006-2011 ............................................................................... 3

Learning ....................................................................................................................................... 3

School Life ................................................................................................................................ 3 University Life ........................................................................................................................... 5 Adult Learning .......................................................................................................................... 7

Chart 3 Number of Students in Higher Education and Expenditure per Student

in PPP Terms 2006-2011 ............................................................................. 7 Chart 4 Regional Ranking of Number of University Students 2011 ........................... 8

Working Habits ............................................................................................................................. 8

Working Conditions ................................................................................................................... 9 Women in the Workplace ........................................................................................................ 10 Commuting ............................................................................................................................. 11 Alternative Work Options ........................................................................................................ 12 Retirement .............................................................................................................................. 13

Chart 5 Employed and Unemployed Population and Labour Force

Participation Rate 2006-2011 ..................................................................... 13 Chart 6 Regional Ranking of Female Employment Rate 2011 ................................ 14 Chart 7 Population Aged 15-64 Compared With Old-Age Dependency Ratio

2000-2020 .................................................................................................. 14

Eating Habits .............................................................................................................................. 15

Dining in .................................................................................................................................. 15 Dining Out ............................................................................................................................... 16 Café Culture ........................................................................................................................... 17 Snacking Habits ...................................................................................................................... 17 Attitudes Towards Food .......................................................................................................... 18

Chart 8 Per Capita Expenditure on Consumer Foodservice by Chained and

Independent 2011 ...................................................................................... 18 Chart 9 Regional Ranking of Average supply of food calories per day 2011 .......... 19

Drinking Habits ........................................................................................................................... 19

Attitudes Towards Drinking ..................................................................................................... 19 Drinking Inside the Home ....................................................................................................... 21 Drinking Outside the Home ..................................................................................................... 21

Chart 10 Per Capita Consumption of Alcoholic Drinks and Soft Drinks by

Category 2011............................................................................................ 22 Chart 11 Regional Ranking of Alcoholic Drinks Consumption: Off-trade vs On-

trade 2011 .................................................................................................. 22

Grooming Habits ........................................................................................................................ 23

Attitudes Towards Personal Care ........................................................................................... 23 Attitudes Towards Beauty ....................................................................................................... 24

C O N S U M E R L I F E S T Y L E S I N C O L O M B I A P a s s p o r t I I


Male Grooming ....................................................................................................................... 25 Use of Hair Care Salons, Spas, Nail and Beauty Parlours ..................................................... 25

Chart 12 Value Sales of Beauty and Personal Care Key Categories 2006-2011 ...... 26 Chart 13 Regional Ranking of per capita Sales of Men's Grooming Products

2011 ........................................................................................................... 27

Fashion Habits ........................................................................................................................... 27

Attitudes Towards Clothing ..................................................................................................... 27 Attitudes Towards Footwear ................................................................................................... 28 Attitudes Towards Accessories/luxury Goods ......................................................................... 28

Chart 14 Consumer Expenditure on Clothing and Footwear 2006-2011 ................... 29 Chart 15 Regional Ranking of Consumer Expenditure on Clothing and

Footwear as a Proportion of Total Consumer Expenditure 2011................ 29

Health and Wellness Habits ....................................................................................................... 30

Attitudes To Health and Well-being ........................................................................................ 30 Over-the-counter Versus Prescription-only Medicines ............................................................ 31 Sport and Fitness.................................................................................................................... 32 Obesity ................................................................................................................................... 32

Chart 16 Growth in Public and OTC Expenditure on Pharmaceuticals

Compared With Healthy Life Expectancy at Birth 2006-2011 .................... 33 Chart 17 Regional Ranking of Obese and Overweight Population 2011 ................... 34

Smoking Habits .......................................................................................................................... 35

Smoking Prevalence ............................................................................................................... 35 Attitudes To Smoking .............................................................................................................. 35

Chart 18 Smoking Prevalence Amongst Men and Women 2006-2011 ..................... 36 Chart 19 Regional Ranking of Smoking Prevalence 2011 ........................................ 37

Shopping Habits ......................................................................................................................... 37

Attitudes To Shopping ............................................................................................................ 38 Main Household Food and Non-food Consumables Shop ...................................................... 38 Top-up Food Shopping ........................................................................................................... 39 Shopping for Big-ticket Items .................................................................................................. 40 Personal Shopping ................................................................................................................. 40 E-commerce and M-commerce .............................................................................................. 42

Chart 20 Importance of Hypermarkets, Supermarkets and Discounters within

Grocery Retailing 2011 .............................................................................. 42 Chart 21 Regional Ranking of Sales through Internet Retailing 2011 ....................... 43

Leisure Habits ............................................................................................................................ 44

Staying in ................................................................................................................................ 44 Going Out ............................................................................................................................... 45 Public Holidays, Celebrations and Gift-giving ......................................................................... 45 Culture .................................................................................................................................... 46

Chart 22 Regional Ranking of Consumer Expenditure on Leisure and

Recreation as a Proportion of Total Consumer Expenditure 2011 ............. 47

DIY and Gardening Habits.......................................................................................................... 48

Attitudes To DIY...................................................................................................................... 48 Attitudes To Gardening ........................................................................................................... 48

Chart 23 Number of Home Owners and New Dwellings Completed 2006-2011 ....... 49

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Chart 24 Regional Ranking of Home Owners as a Proportion of Total

Households 2011 ....................................................................................... 49

Pet Ownership Habits ................................................................................................................. 50

Attitudes To Pet Ownership .................................................................................................... 50

Chart 25 Pet Population and Sales of Pet Food 2006-2011 ..................................... 51 Chart 26 Regional Ranking of Pet Ownership 2011 .................................................. 51

Travel Habits .............................................................................................................................. 52

Getting Around ....................................................................................................................... 52 Use of Public Transport .......................................................................................................... 53 Air Travel ................................................................................................................................ 54

Chart 27 Kilometres Travelled by Road, Rail and Air Compared With Motorway

Intensity, Petrol Prices and Number of Scheduled Airline Passengers

Carried 2006-2011 ..................................................................................... 55 Chart 28 Regional Ranking of New Car Registrations 2010 ..................................... 56

Vacation Habits .......................................................................................................................... 57

Attitudes To Taking Holidays .................................................................................................. 57 Main Holiday-taking Trends .................................................................................................... 57 Domestic Versus Foreign Holidays ......................................................................................... 58 Preferred Travel Methods ....................................................................................................... 59 Popularity of Different Types of Holiday Activities .................................................................. 60

Chart 29 Domestic and Outgoing Tourist Expenditure by Sector 2006-2011 ............ 60 Chart 30 Regional Ranking of Holiday Takers 2011 ................................................. 61

Financial Habits .......................................................................................................................... 62

Attitudes Toward Payment Methods ....................................................................................... 62 Savings ................................................................................................................................... 63 Loans and Mortgages ............................................................................................................. 64

Chart 31 Consumer Lending Compared with Savings and Savings Ratio 2006-

2011 ........................................................................................................... 64 Chart 32 Regional Ranking of Financial Cards in Circulation 2011 ........................... 65

C O N S U M E R L I F E S T Y L E S I N C O L O M B I A P a s s p o r t 1


CONSUMER LIFESTYLES IN COLOMBIA

CONSUMER HABITS IN CONTEXT

Current Behaviour Within the Broader Economic Climate

According to the National Administrative Department of Statistics (DANE), between 2010 and

2011 Colombia‘s real gross domestic product (GDP) grew at a rate of 5.6%. This significant

growth was based on several factors, including the progress made by the National Armed

Forces in the fight against terrorist groups such as FARC (Fuerzas Armadas Revolucionarias de

Colombia) and ELN (Ejercito de Liberación Nacional), am effort which has attracted more

foreign direct investment into the country. Colombia‘s international trade also increased

significantly. Between 2005 and 2010, the value of Colombian exports grew by more than 87%

to reach US$87 billion in 2010. Growth was based in part on improved relations with neighbours

Venezuela and Ecuador.

At the same time, Colombia has taken advantage of its strong trade links with the United

States. Indeed, according to the US government website export.gov, ―The United States is

Colombia‘s largest trading partner and Colombia improved its ranking to the 20th largest market

for US exports in 2010 from 23rd in 2009. US exports to Colombia in 2010 reached US$12

billion, 29% higher than 2009. US imports from Colombia in 2010 reached US$15.6 billion, 37%

higher than 2009‖. In the future, trade between the two countries will be facilitated by the

bilateral United States-Colombia Trade Promotion Agreement (Tratado de Libre Comercio entre

Colombia y Estados Unidos) which was finally passed by the US Congress in 2011. Among

other benefits, duty on 80% of consumer and industrial imports will be eliminated with remaining

tariffs phased out over 10 years. Generally, this is expected to lead to lower prices for US

products for Colombian consumers.

As its institutional lending habits are far more conservative than those of many of its

neighbours, Colombia was less affected by the recent global economic crisis than other South

American nations. Nevertheless, the downturn did have a negative impact on disposable income

and, in turn, consumer spending. Among other factors, declining demand for Colombian exports

by recession-wracked countries such as the US rippled through the Colombian economy. In

2009, both annual disposable income per capita and consumer expenditure per household fell.

But both rebounded positively in 2010 and 2011 as the economic picture brightened. Indeed,

Colombia‘s annual disposable income per capita increased to Col$8.3 million in 2010 and then

to Col$8.7 million in 2011. Over the same period, annual consumer expenditure rose to Col$7.7

million in 2010 and then to Col$8.1 million in 2011.

Colombian consumers are not as heavily taxed as consumers in other Latin American

countries and this, of course, has had an impact on levels of disposable income. In 2010, taxes

and social security contributions were estimated to be 14.5% of Colombian consumers‘ gross

income, while in Latin America as a whole they were estimated to be 17.3%. This translated into

tax contributions per capita in Colombia of US$718 in 2010 compared to US$1,087 for Latin

America as a whole.

According to advocacy project ABColombia, in terms of income inequality Colombia is the

third most unequal country in the Americas after Bolivia and Haiti. ―The poverty gap is most

evident between rural and urban areas where 62% of the rural population are poor compared to

39% in urban areas‖, they note. ―The is also true in the case of extreme poverty, in rural areas

22% live in extreme poverty compared to 9% in the urban sector. Rural poverty is of particular



concern given that poverty and exclusion in rural areas has traditionally been one of the root

causes of socio-political violence in the country and continues to be an important conflict

accelerator‖. Obviously, these low levels of income have a significant impact on the behaviour

and purchasing power of many Colombian consumers.

Colombia believes it can be the third-largest economy in Latin America by 2015. At a recent

trade conference in Madrid, Trade, Industry and Tourism Minister Sergio Diazgranados said

―Today Colombia is the fourth largest economy in Latin America; it was the fifth four years ago.

We are in the process of transforming the country so that we can say (...) we are the largest

economy in Latin America after Brazil and Mexico‖. He added that the goal was to be able to

join the Organisation for Economic Co-operation and Development (OECD).

Consumer Confidence

According to the Fundación para la Educación Superior y el Desarrollo (Fedesarrollo), in

December 2011 consumer confidence in the outlook for the country‘s economic situation

registered a value of 21.8, down from a high of 30.6 in 2006 but far significant increase from the

3.1 registered in 2009 a the height of the economic downturn. Not surprisingly, overall consumer

confidence dramatically improved as the Colombian economy showed signs of recovery.

However, confidence slipped in 2011, particularly among consumers in the middle classes and

lower classes. Interestingly, confidence declined in 2011 amongst consumers in Bogotá and

Cali but increased amongst consumers in Medellin.

A recent article in the newspaper Elespectador analysing the general rising consumer

confidence noted that an increasing number of consumers said that their more optimistic outlook

meant that they were now more likely to purchase durable goods, furniture and appliances than

they were in the past. On the other hand, many consumers remain sceptical about the slower-

than-anticipated economic recovery of the United States, the country‘s most important trading

partner. As well, Venezuela‘s exit from the Andean Community of Nations in 2011 was seen by

many as having a negative effect on Colombia‘s exporting companies, which employ a great

number of workers.

Misery Index

In 2011, Colombia‘s Misery Index reading (calculated by adding the inflation rate to the

unemployment rate) stood at 14.2, up slightly from the 14 registered in 2010 but down

significantly from the 18.3 registered in 2008. The relatively insignificant variations in the overall

Misery Index readings can be attributed to high unemployment rates in 2008 declining to reach

10.8% in 2011 with inflation also declining over the same period. On the other hand, it must be

noted that inflation increased from 2.3% in 2010 to 3.4% in 2011.

Colombia‘s Misery Index is one of the highest in South America, and is only surpassed by

Venezuela, Argentina and Suriname. Peru, Chile and Brazil have seen their Misery Index

readings decline. Neighbour Venezuela, in contrast, had the highest Misery Index in Latin

America in 2011 with a reading of 35, consisting of an unemployment rate of approximately 8%

and an inflation rate of approximately 27%.

Over the next decade, Colombia‘s Misery Index readings are projected to remain below 15%.

Inflation rates are not expected to rise above 3% as a result of the new monetary policies

implemented by the Colombian government. Over the same period, unemployment rates are

expected to decline as the country‘s economic performance improves and as the economy in

the US, Colombia‘s most important trading partner, rebounds.

Chart 1 Consumer Confidence Index 2006-2011



Source: Fedesarrollo Note: Consumer Confidence Index measures consumers' levels of optimism regarding current economic

conditions and the direction of the economy.

Chart 2 Misery Index 2006-2011

Source: Euromonitor International Note: calculated by adding the country‘s unemployment rate to its inflation rate.

LEARNING

School Life

Colombia‘s educational system is made up of four main stages: pre-primary education,

elementary or primary education, secondary education and higher education. While the first nine

years of education are compulsory, a typical Colombian student attends school for an average

14 years in order to complete secondary educations. The Ministry of National Education sets the

national standards and has control over all levels of education. Education in Colombia may be

publicly or privately funded.

Children begin to attend pre-primary school generally between the ages of one and two years

and they leave at the age of age of five or six years. According to the Ministry of National

Education, in 2010 there were 43,000 pre-primary schools in Colombia serving almost 1.4

million students. Depending levels of household income, parents can send their children to

private or public pre-primary schools. Children from more affluent households tend to go to

private kindergartens and pre-primary schools, which are often referred to as ‗Jardines

Infantiles‘. Unlike students at public schools, many private school students are required to wear

uniforms. As well, most private schools provide snacks to their students, which generally consist

of fresh fruit juice, milk and bread. Working parents often hire a private transportation service for



their children, taking them from home to school and back. Children are usually transported in

small vans or minibuses suitable for this purpose.

Children from low-income families attend public pre-primary schools. These public schools,

known as ‗Hogares Comunitarios‘ or Community Homes, are sponsored by the Instituto

Colombiano de Bienestar Familiar (ICBF or National Institute for Family Welfare). For the most

part, these are day care centres located in poor neighbourhoods in urban areas. The unique

characteristic of Community Homes is that mothers from the community take care of their own

children as well as children from the immediate neighbourhood. ICBF provides daily portions of

bienestarina which is used by community mothers to feed students. Bienestarina is a flour-like

mixture made of wheat flour, soy flour and whole milk, enriched with vitamins and minerals.

According to the National Institute for Family Welfare, more than 28,000 tonnes of bienestarina

are produced each year and distributed across the country.

The elementary school segment contains over 54,000 schools. According to the Ministry of

National Education, in 2010 there were 5.3 million students in all elementary schools in

Colombia. Children are admitted to primary school at the age of five. Elementary education lasts

for five years and covers from the first to the fifth grade, In addition, some public and private

schools include a preparatory year before first grade, which is referred to as Transition or Grade

0, and during which children are usually taught how to read and write. School day schedules

vary depending on the region and the weather; however a typical school day starts between

6.30am and 8am and finishes around lunchtime. Children usually receive 30 hours of classes

per week in subjects such as natural science, mathematics, physical education, social studies,

Spanish, religious training and art education. Depending on the school, some children are

taught a second language, usually English, French or German. Public schools start classes at

the end of January and finish in November, with a three-week break in June.

According to the Ministry of National Education, Colombia‘s secondary school system

consisted of more than 32,000 schools and 5.1 million students in 2010. The first phase, basic

secondary education, includes grades six through nine and is compulsory for all students. The

second phase, mid-secondary education, covers grades 10 and 11 and it is not compulsory.

Academic programmes for these last two years are specially designed to prepare students for

higher education. One of three streams may be selected: science, humanities or academic.

Schedules involve at least 35 hours of classes per week in such subjects as mathematics,

philosophy, history, physics, general chemistry, Spanish and literature and foreign languages.

Other subjects taken vary depending on the stream chosen by the student.

Colombia‘s government finances approximately 85% of all elementary education and 60% of

all secondary education. According to the Ministry of National Education, almost 9.3 million

students attended public elementary and secondary schools in 2011 while almost 1.7 million

students attended private schools. Seventy-five percent of all students attended educational

institutions located in urban areas while the remainder attended schools in rural areas. Many

public schools are underequipped and they are unable to provide a high quality of education.

Private education tends to be of better quality but, of course, private schools charge fees. Costs

for a private school in an intermediate city can range from between US$50 to US$450 a month.

In bigger cities, tuition costs are typically above US$300 per month. Unlike public schools,

private schools have the liberty to choose between two options for their school calendar:

Calendar A starts in January and finishes in November, with a three week vacation in June (like

public schools) while Calendar B starts in August and finishes in June. Additionally, starting in

2011 it will compulsory for all schools to incorporate into their academic calendars a five-day

break for students in the week prior to the 12th of October to commemorate the discovery of the

Americas by Columbus.

Most schools provide catering and restaurant services for students, sometimes funded by the

state. Lunch always consists of a portion of rice, potatoes and salad, as well as beans and



lentils. Meat, chicken and tuna may also be provided to students. It is not common for students

to bring their lunches to school from home. However, as a school day lasts between six and

seven hours, students are allowed to eat snacks during a short recess at 10am. Students bring

snacks from home or buy them at school. Traditional snacks include potato chips, plantain

chips, cookies, chocolate bars, fresh fruit, fruit juice and ice cream.

Most Colombian school children wear uniforms, even in public schools. Students have

uniforms to wear during school, usually a jacket, shirt and pants for boys and skirt, shirt and

jacket for girls. Boys and girls wear white socks and dark shoes with the official uniform.

Uniforms may vary depending on the school, the region and the weather. As well, students wear

uniforms for physical education classes. This generally consists of a sweatshirt, a shirt, and

sport shoes. Uniforms are usually purchased by parents at the beginning of the school year in

specialised shops designated by the schools.

Before the beginning of the academic year, schools provide parents with a list of supplies that

will be required by the student throughout the whole year. Schools supplies for elementary

school students include notebooks, books, pencils, glue, scissors, crayons and rulers.

Secondary school students usually require pens, notebooks, books and calculators. In the case

of elementary school students, supplies are purchased by parents before the academic year

commences in stationery departments in large retail stores as they usually offer the most

competitive prices. Many secondary school students are more independent and prefer to do

their school shopping on their own.

University Life

University students can attend public or private institutions. Only 40% of the higher education

institutions in Colombia are funded by the state, making it difficult for students from low- and

middle-income families to have the opportunity to attain access to higher education. Tuition fees

for private universities are estimated to be US$2,000 per semester in the intermediate cities and

US $3,500 in bigger cities such as Bogota, Cali and Medellin. Tuition fees in public institutions

are calculated according to the students‘ household income. In 2010, 1.6 million students were

enrolled in Colombia‘s higher education institutions, reflecting an increase of 60% over the

previous five years. In the same year, 54% of students attended public institutions of higher

education.

Higher education in Colombia consists of four types of institutions: universities, university

institutions, technological institutions and technical institutions. Technological institutions offer

undergraduate programmes in technology–related fields. These programmes generally are

three years in length. Technical institutions provide short–term vocational education in

operational and instrumental fields and programmes typically last for two years. University

institutions provide undergraduate programmes as well as postgraduate studies in highly

specialised academic disciplines. In addition to teaching, universities undertake research at the

graduate and postgraduate levels and offer programmes consisting of between seven and 12

semesters. According to the Ministry of National Education, in 2010 there were 50 technical

institutions, 59 technological institutions, 95 university institutions and 76 universities.

The majority of tertiary students (69% in 2010) pursue higher education in universities while

about 28% attend technological and technical training institutions. Although there are an

increasing number of students who enrol in post-graduate programmes once their

undergraduate studies are over, the proportion of students who pursue post-graduate degrees is

still low. The Ministry of National Education stated that in 2005 only 6% of students enrolled in a

post-graduate study after finishing their undergraduate studies. By 2010, that had increased to

9%.

Colombian students have a tendency to select undergraduate programmes that are related

with economic and administrative sciences. According to the Ministry of National Education, the



most popular undergraduate programmes are business administration, law and law-related

programmes, systems engineering, accounting and industrial engineering. Approximately 1.2

million students graduated from these five programmes in 2010. The Ministry of National

Education estimated that 31% of all Colombian graduates are concentrated within the fields of

economics, management and accounting whilst 25% of all graduates are in the fields of

engineering, architecture and urban planning. Undergraduate programmes related to social

sciences and humanities rank third followed by arts, mathematics and natural sciences.

Students attending institutions located in the same towns or cities as their families usually live

at home while they undertake their studies. Students only leave home when the university they

attend is located in a different city. Student halls are not very common in Colombian institutions;

students usually rent rooms or apartments with financial aid from their families. Some public

universities do provide very cheap living halls for low-income students who show display

excellent academic performance.

Public universities may also provide low-income students with food subsidies, particularly if

they exhibit continued good academic performance. On the other hand, it is not common for

Colombian students to eat their lunches at the university. Most go home during lunch or eat in

restaurants close to the university. A recent study from Universidad Javeriana revealed that

43% of university students eat three meals per day, 12% eat two meals per day and 5% eat

more than five meals per day. The study also revealed that 53% of students take at least 30

minutes to eat their meals, 19% spends at least one hour and 28% only spend 15 minutes.

According to the same study, 6% of university students eat fruit every day, with oranges and

tangerines the most preferred. Consumption of vegetables was low, with only 17% of students

saying that they eat vegetables daily (29% said they eat them three or four times per week).

Beef or chicken were preferred over pork and tuna. Fifty-three percent of students said they milk

daily while 22% said they drink it three or four times per week. Eighteen percent of students said

they consume soft drinks daily while 26% said they drink them three or four times per week.

Most Colombian university students, even those from low-income households, have their own

laptops with internet access. A recent study published by the Marketing Department of

Universidad Sergio Arboleda revealed that university students spend between three and 4.5

hours per day on the internet, undertaking academic research, downloading music and video

games and chatting with friends. Many spend a great deal of time on social networking sites

such as Facebook.

Many Colombian students must work in order to help finance their living and university costs.

Some students work as waiters or waitresses in restaurants or cafes, allowing them to earn the

legal minimum wage per hour. However, due to the fact that university and working schedules

are often not compatible, many students work in formal jobs for full eight-hour days and study in

the ‗night programmes‘ offered by many of the universities. In these programmes, students

generally attend daily classes from 6pm to 10pm on weekdays and from 7am to 12 noon

Saturdays.

During the last ten years, there has been an increased number of ‗Programas de Educación

Abierta a Distancia‘ long-distance learning programmes. According to Colombia‘s National

University, Colombia is one of the pioneer countries in this concept of education where the

physical presence of students is not required. Lessons are given to students via the internet or

other technology resources. The Ministry of National Education recently estimated that 4% of all

undergraduate programmes in Colombia are conducted online. Students for these programmes

are mostly women living in remote regions of the country who typically have children and, thus,

cannot attend university away from home.

The hobbies of university students in Colombia are varied. According to Universidad

Javeriana, 30% of university students participate in some kind of physical or sports activity at

least three times per week. The same study revealed, on the other hand, that almost 28% of



university students consume alcoholic beverages during the weekends and 62% consume them

at least every other weekend. Most drink beer (54%) followed by aguardiente (16%), a

colourless drink with a strong anise flavour. These are the cheapest alcoholic beverages

available and, thus, they appeal to cash-strapped students. University students also enjoy going

to the cinema, particularly on weekdays as most cinemas offer a 50% student discount on

Tuesdays or Wednesdays.

Adult Learning

Institutions such as the National Learning Service (SENA) and the National Training Academy

offer a wide range of courses in health, design, art, management, mechanics and equipment

operation, sports, languages, culture, culinary techniques, among others. The National Learning

Service has over 117 training centres across the country and has at least one training centre in

each of the 32 departments of the country. Courses offered by these institutions are free as they

are funded by the Colombian government and are available to any Colombian citizen who has a

Bachelors‘ degree and is over 18 years-old. These institutions also offer long-distance learning

programmes.

The number of students enrolled in Colombia‘s national learning centres has increased during

the last five years. According to the Ministry of National Education, more than 393,000 students

were enrolled in 2005 and the number increased to 541,000 in 2010. The age of students

ranges from between 18 and 55 years-old. The most popular programmes include health

administration, agricultural management, culinary techniques, accounting, industrial and

mechanical maintenance and software and programming.

Students enrol in adult education programmes for several reasons. For most students,

institutions like SENA are the only way of accessing education after they obtain their Bachelor‘s

degree. Unlike public universities, where the tuition is calculated as a percentage of the

student‘s income, adult training courses in Colombia are free. The Ministry of Education states

that 80% of the students that are enrolled in adult training centres are from low-income

households. Many courses are taken by women who are the head of their households and need

to attain new skills in order to be able to support their families. There is also an increasing trend

of small farmers enrolling as they find they must be more productive and more efficient in the

management and use of their land. Younger students between the ages of 20 and 30 years also

take courses that might allow them to become secretaries, medical office assistants, factory

workers, etc.

Although students do not have to pay tuition fees once they join the programme, they

nevertheless are responsible for the rest of their expenses. These include transportation to the

centre‘s facilities, food and basic school supplies. Students are required to buy notebooks, pens

and pencils before the programme commences. At the same time, special supplies are often

provided by the institutions.

Chart 3 Number of Students in Higher Education and Expenditure per Student in PPP Terms 2006-2011



Source: Euromonitor International

Chart 4 Regional Ranking of Number of University Students 2011


WORKING HABITS



Working Conditions

Colombia‘s Labour Code states that employees are expected to work a maximum of 48 hours

per week. This is the longest working week in Latin America. Exceptions to this law include

working teenagers between the ages of 15 and 17 years-old who can work up to a maximum of

30 hours per week with a maximum work load of six hours per day. As well, working teenagers

over 17 years-old may work up to 40 hours per week with a maximum work load of eight hours

per day. In 2010, the minimum wage in Colombia was Col$515,000. The amount is agreed to

every year by the government and the various working associations in the country. All

employers are obliged to provide their employees with a paid holiday period of 15 working days

per year.

The days and hours under which employees normally work vary according to the nature of the

job performed. According to Colombia‘s Labour Code, the 48-hour week may be distributed from

Mondays to Fridays or Mondays to Saturdays. A typical working day will commence at 7:30am

and end around 5:30pm with a 1.5 hour lunch break. Factory workers often work in shifts. A

typical night shift will start at 10pm and finish at 6am. However, employees working night shifts

get paid a night surcharge of an additional 35% of day wages. In Colombia, hours worked over

the number of the regular working hours are considered overtime, which may not exceed two

hours per day and 12 hours per week. Overtime hours are always compensated with an

additional 25% surcharge. Overtime charges do not apply to management or administrative staff

or other salaried workers.

According to a recent study published by Regus, 84% of employers in Colombia offer flexible

working hours to their employees. According to the Labour Code, employees and employers

may agree that the 48-hour work week may be completed in more than six days and the number

of working hours may be distributed within the week with a minimum of four hours per day and a

maximum of ten. Employees with kids often take advantage of flexible working hours as they are

able to spend more time with their families.

Workers are entitled to have contracts of employment. According to Colombia‘s Labour Code,

working contracts may be either written or oral. However, nearly all organisations use written

contracts. Contracts are classified into indefinite term contracts, definite term contracts and

contracts with limited duration (usually for performing specific tasks). According to Colombia‘s

Ministry of Social Protection, indefinite working contracts are most often used by companies and

they are preferred most employees as they tend to provide workers with higher levels of security

and stability.

The Labour Code also states that all organisations must provide their employees with a

complete social security system. For example, workers are entitled to healthcare and pension

benefits. The pension contribution is equal to 15% of the employee‘s salary, 75% of which is

paid by the employer and 25% by the employee. The healthcare benefit covers any medical

issues that may affect the health of the employee or his family. The healthcare contribution is

12% of the employee‘s salary, with 8% paid by the employer and 4% deducted from the

employee‘s salary. Other benefits include two premium payments per year, unemployment aid,

provision of clothing for work and transportation allowance (these last two depending on the

employee‘s salary level). Although not compulsory, Colombian workers can join a syndicate

union or an association of collective bargaining.

Workers receive two premium payments per year, the first on June 30th and the second on

December 20th. These correspond to 15 days of salary worked during the semester. Workers

are also entitled to membership in ‗Cajas de Compensación‘ or Compensation Funds which

offer employees such benefits as discounts for gym and recreation centres memberships,

holiday resorts and amusement parks, theatres and art exhibitions and cinemas. According to

the National Association of Family Compensation in Colombia, 6.3 million employees were

members of the 43 Compensation Funds in 2010. Membership also allows employees from low-



and middle-income households to receive subsidies to help them acquire new homes. In 2010,

more than 44,000 house subsidies worth Col$474 billion were provided to members of

Compensation Funds.

Colombians consider lunch to be the most important meal of their day. Office workers typically

have between one hour and an hour and a half for a lunch break daily. Most manufacturing

organisations are located in large industrial parks in city suburbs. These companies usually

provide employees with canteens. In other cases, they provide dining facilities where workers

can heat and eat their own lunches. Most industrial parks also provide a restaurant where office

workers can buy meals at very reasonable prices (meals are often partly subsidised by the

employers). Employees who work in shifts inside factories usually bring their meals to work, as it

is often cheaper than to buy it. Employees working in companies such as banks or insurance

companies (which are usually located in trade centres, malls or city centres) usually bring their

lunch to work or eat in nearby restaurants which sell ‗almuerzos ejecutivos‘ (executive lunches)

at very reasonable prices.

The workplace dress codes vary. Employees working for banks or insurance companies are

required to wear more formal business clothing, although some companies allow their

employees to ‗dress down‘ and wear jeans and casual clothing on Fridays. Managers in

industrial organisations are not required to dress formally, and they often wear casual pants and

shirts to work. Factory workers and cleaners are usually provided with uniforms that allow them

to perform their jobs in a secure and comfortable manner. However, there has been a recent

trend of companies providing their employees with uniforms at all hierarchical levels. This trend

has been seen most often in the banking and financial sector as well as in the travel and

accommodation sectors. Arturo Calle, a major apparel company, has estimated that the use of

uniforms in the workplace has grown by 12% per year since 2008. Many employees wear

uniforms because they are subsidised by the employers, allowing them to spend less for

clothing.

Women in the Workplace

There were 6.7 million working women in Colombia in 2010. Women are found more often

working in some sectors rather than others. For example, more often than not women work as

nurses, kindergarten and elementary school teachers, domestic workers inside family homes,

executive secretaries, physician assistants and receptionists. As well, factory workers in apparel

companies are usually women. In contrast, it is not common for women to work as bus or taxi

drivers, electricians or factory workers in metalworking industries. According to DANE, 65% of

the working women in Colombia are concentrated in two main sectors: tourism (most employees

in hotels and restaurants are women) and social and community services.

According to the International Labour Organisation (ILO), there are strong patterns of gender

discrimination in the Colombian labour market. DANE recently revealed that working men

earned salaries 26% higher than those of women in 2010. Unemployment rates for women are

also higher than those for men. In 2010, according to DANE, the unemployment rate for men

was 9.2% while the unemployment rate for women was nearly 16%.

Traditionally, Colombian companies have preferred to hire women for entry-level positions

and men for executive positions. However, this has changed somewhat as more women have

attained higher education qualifications. Indeed, there are many more women working at various

levels in the banking and finance and tourism sectors. Within manufacturing environments,

however, there are fewer women managers (with the exception of clothing manufacturing) as

many male factory employees would find it difficult to be supervised by women.

All working women are entitled to 14 weeks of maternity leave. Women may start to make use

of this time two weeks before their due date. The Labour Code states that maternity leave is

also applicable to any woman adopting a child below the age of seven years-old. In these



cases, the due date will be replaced by the date of the official reception of the child. Once they

have completed their maternity leave and returned to their normal work duties, new mothers are

entitled to two breaks of thirty minutes per day to breastfeed their children.

Commuting

The most common ways that Colombians get to work are via passenger cars, motorcycles

and public transport. Executives tend to drive their own vehicles to work and it is not common

for them to use public transportation. Some organisations even provide company cars for the

use of general managers. It is also common for mid-level employees to have their own cars and

drive them to work. Less affluent employees often use public transport or their own motorcycles.

Motorcycles have become very popular among commuters as the costs related to their use and

maintenance are lower than the costs related to passenger cars. While the number of

passenger cars in Colombia increased by 26% since 2005 (reaching a total of two million in

2010) the number of motorcycles increased by 108% (reaching a total of 2.7 million in 2010).

Only a few Colombian cities have modern urban transport systems. Medellin, Colombia‘s

second-largest city, is the only city with a modern railway system for urban transport, the Metro

de Medellin. According to Metro de Medellin, the system served more than 159 million

passengers in 2010. Other cities, such as Bogotá, Cali, Pereira, Barranquilla, Cucuta and

Bucaramanga, maintain rapid bus systems. These usually consist of several lines and

numerous elevated stations in the centre of main avenues. Typically, two or four lanes down the

centre of the street are dedicated exclusively to bus traffic. In the case of Bogota, Colombia‘s

capital and largest city, 1.6 million passengers per day use the Transmilenio bus system.

Manizales and Medellin also have systems known as Metrocable. In the remainder of the cities,

there are no organised transportation networks and urban transport is limited to just a number of

buses and transport companies.

Buses are the most common public urban transport vehicles, followed by busetas. Busetas

are buses of a smaller size and lower passenger capacity. According to DANE, 34% of the

passengers that use public urban transport travel by bus while almost 30% use busetas. The

rest of the commuters use minibuses, also referred to as colectivos and, in the cities where they

are available, urban transport systems. Taxis are considered by commuters to be expensive and

they are usually used only in cases of emergency, such as when workers are late or if their

usual mode of transport is not available.

The average length of a commute to work in Colombia depends on the city. Commutes in

large metropolitan areas, such as Bogota, Medellin and Cali, tend to average of 38.5 minutes.

According to the World Bank, this average would be 32% higher if these cities did not have

modern urban transport systems such as the Metro de Medellin or rapid bus systems.

Commutes in smaller cities such as Pereira, Cartagena and Bucaramanga average about 25

minutes. The average cost of commuting also varies depending on the city and of the means of

transport used. In Bogota and Cali, the average cost of commuting in 2010 was Col$$1.70 while

in Medellin it was Col$1.75. In other cities, the average cost of a commute by bus was Col$1.10,

Col$1.40 for those commuting in busetas and Col$1.50 for those commuting in minibuses or

colectivos.

Travel by bus in urban areas is mostly informal and operates on a cash basis, meaning that

commuters pay for the service at the time of use. Only in cities with modern urban transport

systems may commuters buy travel permits. Travel permits are not popular amongst Colombian

commuters as they are not discounted.

It is often difficult to find parking spaces in urban areas and this affects the commuting

decisions of many Colombian workers. Parking in main streets in city centres is mostly forbidden

and unsecure. Some cities have buildings dedicated to providing parking spaces. Fees may be

paid monthly (at an estimated cost of Col$60) or by the hour, with an estimated value of Col$2.



Some cities have implemented a programme known as Pico y Placa (Peak and License

Plate). This programme restricts private and public vehicles with license plate numbers ending

in specified digits from travelling on city streets between certain times. These policies are

intended to encourage commuters to use public transport. Additionally, Bogota holds the world‘s

largest car-free weekday event, encouraging motorists to give up their car for one day and use

an alternative means of transport.

Cycling is becoming an increasingly popular commuting option in the largest metropolitan

cities of Colombia. Cycling routes can be found in many large metropolitan cities but smaller

cities and towns lack an adequate infrastructure to promote cycling as a commuting alternative.

Bogota offers the most extensive network of cycling routes, also referred to as ciclorrutas. The

network comprises over 300 kilometres of paths dedicated exclusively to the use of bicycles.

Some Transmilenio Stations (the city‘s Bus Rapid Transport System) are integrated with the

cycling network through bicycle parking facilities. Medellin has a shorter cycling network of 33

kilometres, in which 45,000 people commute every day.

Alternative Work Options

For the most part, Colombian workers tend to want to work in traditional full-time jobs and

alternative work options are not eagerly sought after. According to Banco de la República, the

monthly income of full-time employees is double the income of part-time or informal employees.

In 2010, the average monthly income of an informal employee was estimated to be Col$550

while for a full-time employee it was estimated to be Col$1, 050. As well, most of the alternative

work options tend to be informal jobs without access to healthcare and pension benefits.

According to the economic journal Portafolio, by the end of 2011 there were more than 12.5

million informal workers in the Colombian labour market, with 8.3 million earning less than the

minimal wage.

Between 2005 and 2010, the number of part-time workers increased by just over 5% to reach

25,300 in 2010. According to DANE, 57% of part-time employees in Colombia are women. The

reason behind this is that men are still considered to be the main providers of household income

in the Colombian society. Hence, men will accept part-time jobs only on a temporarily basis;

they tend to quit as soon as they find a full-time work that provides more security and stability.

Women, on the other hand, seek out part-time jobs in order to help increase household income.

Many women work as domestic and housekeeping employees. As well, there are many female

part-time workers in restaurants and hotels and in the public sector.

The number of self-employed Colombians increased by 22% between 2005 and 2010,

reaching 8.2 million in 2010. This trend reflects the positive attitude many Colombians have

towards being your own boss. Women often prefer to be self-employed as it allows them to

combine their work with household chores and looking after their children. Self-employed

women often work with catalogue sales (Ventas por Catálogo) in which they advertise, sell and

distribute a wide range of products, such as cosmetics, diet foods and clothing. Women get paid

on commission based on the volume of their sales. Some professional men prefer to be self-

employed as do younger entrepreneurs who often decide to take advantage of the subsidies

provided by the Colombian government to start up new businesses. These include bank loans at

low interest rates as well as free advisory services.

Working at home is common only for those who are self-employed. Employers do not typically

encourage full-time employees to work from home. On the other hand, this is expected to

change in coming years and it is projected that the number of workers working from home will

increase by 30% between 2010 and 2020.



Retirement

The number of pensioners in Colombia increased by 24.5% between 2005 and 2010,

reaching 4.9 million in 2010. Women accounted for 64% of the total retired population in 2010. It

was estimated that at the end of 2010, 11% of the Colombian population were pensioners. By

2020, that percentage is expected to reach 15%. Before 2010, men could retire at the age of 55

years and women could retire at the age of 50 years, after proving they had worked for a

minimum of twenty years. In 2010, the Ministry of Social Protection increased the retirement age

to 62 years for men and 60 years for women.

Pensions in Colombia correspond to 75% of the average wages earned by the employee

during the last year of work. Although retirement in Colombia is not compulsory, most

employees look forward to this stage of their lives. A high number of Colombians see their

retirement as an opportunity to change their lifestyles without having to worry about work. This

perception is not likely to change in the future, as most employees tend to retire from work once

they have met the age and working time requirements.

As Colombia‘s healthcare system is seen as inefficient and often providing poor attention to

all patients, pensioners and older adults tend to buy private health care services through

insurance companies or prepaid medicine companies (Compañías de Medicina Prepagada).

Services offered by these companies are considered to be expensive and can only be afforded

by more affluent consumers. Regardless, as the number of pensioners increases in coming

years it is expected that demand for these services will grow.

Traditionally, the lives of Colombian pensioners have centred on their homes. However, there

is an increasing trend among those that can afford it to join healthcare centres and gyms, not

only as a way to monitor and enhance their health but also as a way to socialise and spend their

free time. There has also been increased demand (again among those that can afford it) for

leisure products and services such as package holidays. It is also common for retired people to

join associations whose memberships are based on shared interests. Examples of these

associations include the Colombian Garden Club and the Colombian Orchid Association, which

allow retired people to specialise on their hobbies and assist specialised exhibitions on these

matters. Going to church is also an important part of daily life for many older people, as older

Colombians are still strong believers in the Catholic religion.

The range of housing options for older consumers ultimately depends on their level of income.

Older people from the affluent segments tend to live in their own houses or apartments. Those

with low incomes often live with extended family. It is not common for older people in Colombia

to live in retirement communities. Despite the fact that nursing homes are common, these are

often inhabited by elderly homeless people. The average Colombian associates nursing and

retirement homes with abandonment; hence, they would rather live with their older family

members than to intern them in retirement communities.

Chart 5 Employed and Unemployed Population and Labour Force Participation Rate 2006-2011




Chart 6 Regional Ranking of Female Employment Rate 2011


Chart 7 Population Aged 15-64 Compared With Old-Age Dependency Ratio 2000-2020




EATING HABITS

Dining in

Colombians usually eat three main meals per day, breakfast, lunch and dinner. They also

often eat smaller mid-morning and mid-afternoon snacks. A traditional Colombian breakfast

includes fried or scrambled eggs with an arepa, a bread made of corn with the shape of a

tortilla. Breakfast drinks usually include orange juice with hot coffee or hot chocolate. Typical

Colombian lunches and dinners often have three courses, including soup, ‗seco‘, the main dish

with rice, plantains, meat and salad and a traditional dessert.

Although patterns are similar all over the country, Colombian‘s specific eating habits and

preferences vary depending on region. For instance, in the coastal region it is common to serve

breakfast with an ‗arepa de huevo‘, a deep-fried arepa with an egg filling together with suero, a

sour cream. In Bogotá, it is common to start the day with a tamal which consists of pieces of

pork and beef and rice and potatoes, wrapped in plantain leaves and usually boiled. In Antioquia

and the Coffee Region, fried eggs and arepas are usually served with beans and sausages.

However, many Colombians often eat lighter breakfasts, with juice, bread and coffee or cereal

with milk, as they are quicker and more convenient.

For most Colombians, lunch is the most important meal of the day. It can start with soup or

fruit as an appetiser. The main course, ‗el seco‘, may consist of a portion of protein (meat or

chicken), at least two portions of carbohydrates (the most widely consumed is rice, followed by

potatoes and plantains) and salad. Fruit juice is usually consumed with lunch. Desserts are also

eaten, with the most traditional being arequipe and bocadillo. Colombians frequently consume

soups as main courses during lunch. In Bogotá, the traditional soup is ajiaco, which contains

chicken, three kinds of potatoes, avocado and a Colombian spice called guascas. On the

Caribbean coast, seafood soups are very popular. Sancocho, a soup that might contain chicken,

meat or fish depending on the region, and frijoles (red beans) with rice are also very common



dishes in most territories. In large cities, consumers often to not have time to eat lunch at home

as they do in rural areas and smaller towns and they turn instead to lighter types of food, such

as salads, pizzas and sandwiches, available at foodservice outlets. Indeed, the number of fast

food restaurants has increased significantly in the largest cities. Colombians usually eat their

dinner at home, especially during the week. Dinner typically consists of either a lighter version of

lunch or, frequently, bread rolls or arepas served with coffee or hot chocolate.

Eating habits tend to vary significantly depending on consumers‘ income and economic

condition. Low-income consumers tend to prepare meals with more starches, lower quality fats

and meat. They also tend to eat fewer fruits and vegetables. Consumers from this segment tend

to eat more beans and lentils. More affluent Colombians often have healthier diets as they can

afford to buy more nutritious and healthier food, such as cereals, better quality oils, beef and

pork of better quality and more fruits and vegetables. Affluent consumers also tend to enjoy non-

traditional foods. Indeed, Asian and European dishes and dishes from countries such as Mexico

and Argentina have become increasingly popular and these are often prepared at home. It is not

uncommon for households to have Mexican burritos or Chinese noodles and rice for lunch at

home. However, international foods are cooked at home mostly during weekends when family

members have more time to prepare them.

Looking for convenience and time savings, an increasing number of Colombian consumers

are buy ready-meals in supermarkets and heating them up at home. This is particularly the case

during the week when many people simply do not have time to cook. Fewer consumers still buy

fresh ingredients and prepare meals from scratch every day. On the other hand, many

Colombian families get together during weekends to enjoy freshly prepared meals. These family

get-togethers usually take place at the home of grandparents and traditional dishes are

prepared and served.

The typical cooking appliances in Colombian households include freezers, refrigerators,

electric ovens, microwave ovens and gas stoves. Many Colombians have pressure cookers and

they use them to cook such dishes as frijoles, ajiaco and sancocho. It is also common to own

rice cookers, frying pots and pans, blenders and grills that are specially designed to heat

arepas. Barbecues have also become popular amongst Colombian consumers looking to dine at

home.

Dining Out

Dining out is reserved for more affluent consumers as it is far more expensive to eat at a

restaurant than it is to eat at home. Many consumers, particularly those in urban areas, enjoy

dining in food malls in shopping centres where it is common to find outlets selling typical

Colombian dishes at reasonable prices. Chicken grills are also very popular amongst

consumers. These usually serve roasted chicken with boiled potatoes and arepas at very low

prices. The most popular consumer foodservice establishments tend to be fast food restaurants

as well as restaurants where consumers may find all types of international food at a reasonable

price and good quality. Restaurant chains such as Crepes & Waffles, El Corral Gourmet and Il

Forno offer consumers a wide range of food options, an adequate atmosphere and rapid service

together with reasonable prices.

In the last decade, there has been an increase in the number of restaurants serving

international cuisine. Colombia now hosts a large variety of restaurants offering European,

Mediterranean, Asian and Latin American food. In addition, fusion cuisine, in which traditional

Colombian and Latin flavours are mixed with international recipes and ingredients, has become

widely popular. Italian cuisine is amongst the most popular and preferred by Colombian

consumers from nearly all income levels. Italian restaurants serving pizza and pasta are

common in all cities. There is also an increasing number of consumers who prefer dining in



Asian restaurants. Fast food outlets are popular among younger consumers who enjoy

hamburgers and fried chicken.

It is not common among Colombian consumers to eat breakfast out. Most workers eat

breakfast at home before going to work. At the same time, however, many workers in urban

areas cannot get home to eat lunch and they often dine out. It is common for workers to eat at

restaurants that sell corrientazos, which tend to be homemade lunches. Many other workers eat

their lunch in food malls at large shopping centres.

Café Culture

Coffee is an important part of Colombian consumers‘ lives and the tradition of growing coffee

in the country has led to high consumption levels. According to the National Coffee Federation

(Federación Nacional de Cafeteros) 70% of Colombians drink coffee 21 days of the month.

Typically, people living in urban areas tend to have their first coffee in the morning during

breakfast, together with hot milk and sugar. Farmers also tend to drink coffee for breakfast,

sweetened with panela, a brown sugar-like powder extracted from sugar cane. Office workers

often have black coffee before starting their day as well as one after lunch.

During the last decade, there has been a significant increase in the number of cafés operating

in urban areas. It is now common for consumers of all generations to have coffee at cafés after

work or school or even over the weekend. Among the popular varieties are café Americano,

cappuccino, macchiato and iced coffee. Espresso is not as popular in Colombia as it is in other

countries as most consumers consider it too strong. Coffee is usually drunk inside cafés as

there is no strong tradition for take-away coffee. As Colombians like to have their coffee with a

snack in the afternoon, most establishments sell a wide range of snacks and other food, such as

fruit cake, brownies, cinnamon rolls and croissants. Pan de bono and buñuelos are also typical

bakery snacks and these are popular accompaniments for coffee. Cafés are considered to be

both social and working venues in Colombia. They are frequented not only by consumers who

want to spend time with friends and family but also by students and workers during the day. It is

common for cafés to offer customers free access to Wi-Fi services that they can use to work or

study while they enjoy their coffee.

Tiendas Juan Valdez and Café Oma are amongst the most popular café chains in Colombia.

Tiendas Juan Valdez is owned by the Federación Nacional de Cafeteros. It opened its first

coffee establishment in 2002 and today the chain has 126 outlets in Colombia, 17 in Ecuador,

nine in Chile, six in Spain and six in the US. Café Oma is a popular gourmet chain which has

more than 158 establishments in the principal Colombian cities. Smaller and more traditional

cafés serving various types of coffee and dessert are also common in most urban areas. Usually

smaller cafés offer many of the same products as the biggest coffee chains but they offer better

service, as well. These smaller types of establishments are mostly frequented by older

consumers; younger consumers tend to prefer larger chained outlets where they can study or

search the web.

Snacking Habits

Traditionally, Colombians have two snack breaks per day. The first takes places between

10am and 10:30am and the second one between 4pm and 5pm. Potato chips, plantain chips

and biscuits have always been the most popular snacks amongst the Colombian consumers,

but the type of snacks consumed tends to vary depending on the age of the consumer. School

children and teenagers enjoy potato chips and confectionery in the morning and heavier snacks

like sandwiches, empanadas (a pastry made out of corn dough with potato and meat stuffing) or

arepas in the afternoon once they arrive home from school. Older consumers traditionally prefer



to eat Colombian biscuits for snacks, such as buñuelos or pan de bono. These are usually

accompanied by coffee, soda or fruit juice.

The snacking habits of the Colombian population have changed in recent years, a reflection in

part of new international brands entering the market. For instance, flavoured corn chips are now

a very popular snack amongst consumers while the consumption of traditional plantain chips

has fallen significantly. Indeed, plantain chips are not sold in most supermarkets anymore.

Demand for homemade potato crisps has significantly declined while demand for branded crisps

such as those from Frito-Lay has increased, particularly among younger consumers. Chocolate

bars such as Milky Way, Snickers and Mars are also very popular despite these brands not

being available in Colombia until recent years. In contrast, demand for traditional snacks such

as empanadas, buñuelos and pan de bonos has declined. Younger and more affluent

consumers tend to prefer pizza, hamburgers and hot dogs as snacks in the afternoon. Of

course, some health-conscious consumers prefer to eat healthier snacks. Hence, fruit, cereal

bars and fresh fruit salads have become popular for the morning or afternoon snacks.

Attitudes Towards Food

Colombian consumers have become much more aware of the benefits of healthy eating

habits. However, the extent to which they can act on that growing awareness is based, in large

part, on income levels. Organic food and other healthy options are simply more expensive than

many less healthy options. In fact, demand for organic food is low among consumers in all

income segments and it is not common to see organic products on the shelves of most

supermarkets and grocery stores. All organic food produced in Colombia, such as tropical fruit,

organic coffee and vegetables, are exported to North American or European markets.

On the other hand, there has been increased demand among Colombian consumers for so-

called ethical foods. This demand is coming mostly from younger consumers who have become

aware and concerned of ethical issues as they pertain to food production. For instance, an

increasing number of consumers, particularly in urban areas, only buy chicken, beef or pork that

has been processed in licensed slaughter plants using methods that guarantee the lowest levels

of animal suffering. In terms of corporate responsibility, it is worth noting that an important part

of the success achieved by the foodservice chain Crepes & Waffles was based on it employing

divorced women from the lowest socio-economic levels who had often been abused and

abandoned by their partners and who remained the head of their households. The Fairtrade

concept has also become well-known among younger consumers. The campaign hosted by

Tiendas Juan Valdez and the Federación Nacional Cafeteros has contributed to the great

success of these stores.

Despite the growing awareness of healthy eating, many consumers simply seek convenience

and time savings and, as a result, many turn to processed foods. Colombians often buy

processed foods at their supermarkets or grocery stores. Frozen processed poultry and frozen

crispy products are amongst the most popular processed frozen foods among consumers in

Colombia. These generally come in various figures, sizes and presentations, such as cheese-

filled nuggets, chips with the shape of smiling faces or animal-shaped chicken nuggets. Most of

these products can be prepared in the oven, offering high levels of convenience for busy

mothers. Dried processed foods such as rice, pasta and soup are also very popular as they are

affordable for consumers from all socio-economic levels.

Chart 8 Per Capita Expenditure on Consumer Foodservice by Chained and Independent 2011




Chart 9 Regional Ranking of Average supply of food calories per day 2011


DRINKING HABITS

Attitudes Towards Drinking

The consumption of alcoholic beverages is deeply embedded in Colombian culture.

Consumers drink alcohol during social celebrations, parties and holiday vacations, among other

occasions. Alcohol is used to celebrate important life events such as weddings, birthdays and



anniversaries. Alcoholic beverages are even consumed at baptisms and funeral ceremonies.

Consumer demand for alcoholic drinks has grown in recent years, reflected by value sales

increasing by 15% between 2005 and 2010. Per capita spending on alcoholic drinks increased

by 6.7% during the same period to reach US$99.40 in 2010.

Beer is the most popular alcoholic beverage amongst Colombian consumers. Colombians

tend to prefer domestic brands over imported beer as they tend to have a lower percentage of

alcohol (Colombian beer usually contains between 2.5% and 3% of alcohol by weight) and a

traditional lager taste. It is common for Colombians to start drinking beer in bars or pubs early at

night before going to parties or night clubs. Later, they may switch to stronger spirits.

In addition to beer, the very affordable aguardiente is also very popular amongst Colombian

consumers. This spirit-type beverage is made of anis and sugar cane and has had a

longstanding place in Colombia‘s drinking culture. Producers of aguardiente tend to be liquor

companies owned by the departmental government of each region. The brand and taste of

aguardiente will ultimately depend on the region where it is produced. Usually, consumers tend

to prefer the brand from the region in which they live. Aguardiente is always drunk in shots and

is not mixed with any other type of drink, such as soda or juice. Rum is also popular, especially

among consumers in the Caribbean coast region. Unlike aguardiente, rum is always drunk in

glasses with ice, and it is often mixed with sodas and lemon juice. Consumption of more

expensive imported spirits, such as vodka and tequila, has become increasingly popular

amongst of the more affluent urban consumers.

Alcohol drinkers in Colombia are often brand-loyal. In particular, rum or aguardiente drinkers

tend to stick with their regional brands. Local alcoholic drink producers hold strong positions in

the Colombian market. These companies undertake huge advertising and marketing campaigns

and frequently sponsor public events such as concerts, thus penetrating deeply the

consciousness of Colombian consumers. In addition, spirits like aguardiente and rum are part of

Colombian culture and tradition, and as such it is unlikely that demand for these local products

could be threatened by imported spirits such as whisky.

According to the Organisation of American States, Colombia has the highest level of alcohol

consumption in Latin America. Alcohol abuse has become a growing concern among younger

Colombians. The Ministry of Social Protection estimates that 75% of the population between the

12 and 17 years of age consumes alcoholic drinks. Although it is not legal to consume alcohol

before the age of 18 and is it not legal for any establishment to sell alcoholic beverages to

consumers below this age, drinks are often provided by older friends or permissive parents.

Alcohol consumption is higher among young men than women but there are no differences in

consumption among socio-economic levels.

Consumer demand for mineral water, soft drinks and vegetable juices has increased

significantly in recent years. Consumer expenditure per capita on these products increased by

almost 30% between 2005 and 2010 to reach US$82.40 in 2010. Traditionally, carbonated

drinks, bottled water and fruit juices have been the favourites of Colombian consumers.

However, in recent years there has been heightened demand for sparkling mineral water and

flavoured waters. Popular flavours include lemon and lime, grapefruit and orange. Fruit juices

come in a variety of mixed flavours, such as orange-pineapple and grape-peach. Some juices

are fortified with vitamins, fibre and minerals. Fruit juices are generally consumed during

breakfast but they are also consumed during lunch and dinner. It is also common for children at

school to have fruit juices in cartons as a snack. Carbonated drinks are usually consumed

during lunch time, mainly in fast food restaurants, and they are also consumed cold as a part of

afternoon snacks, especially in the hotter regions of the country. Mineral water and sparkling

water are consumed throughout the day, especially in hotter regions where water is not potable.

Postobón is the leader in the soft drinks sector in Colombia. This company produces

carbonated drinks called gaseosas (flavours include apple, orange, lemonade, grape, tamarind



and cola), fruit juices (Jugos HIT and Jugos Tutti Frutti) and bottled water (Agua Cristal). Other

important brands from this company include the rehydrating beverage Squash and bottled tea

Mr. Tea. There are other important competitors within this segment, including Quala and Alpina.

Drinking Inside the Home

Birthdays and anniversaries, as well as Christmas and New Year, are common celebrations

during which many Colombians stay at home and drink with their families and friends. However,

this habit declined during the economic downturn as consumers cut back spending on alcoholic

beverages. Beer is the most popular alcoholic beverage amongst Colombian consumers, due in

part to it being the least expensive drink. Unlike spirits, which are traditionally consumed during

special occasions, beer is often drunk as part of a meal, especially during the weekends. There

has never been a strong tradition of drinking wine amongst Colombian consumers, but demand

has nevertheless increased in recent years, particularly demand from more affluent consumers.

Per household spending on wine grew by nearly 14% between 2005 and 2010. Consumers tend

to prefer red wine, rosé and sparkling wines, depending on the meal. Consumer expenditure per

household on beer was US$253.80 in 2010 compared to US$11.70 for wine.

Alcoholic drinks are purchased most often in grocery stores and supermarkets as well as in

convenience stores, which are also known as estanquillos. Estanquillos sell all types of alcoholic

beverages and can be found in most commercial and residential sectors in urban areas.

Estanquillos also sell a wide range of soft drinks and energy drinks that consumers mix with

their alcoholic drinks.

Most Colombians prefer to buy wine in glass bottles, as wine in boxes is often perceived by

consumers to be a cheap alternative and not of the best quality. Spirits are often bought in glass

bottles of 375 cubic centimetres (often referred to as media botella) or of 750 cubic centimetres

(una botella). Spirits may also be purchased in boxes but most consumers prefer glass bottles

as they believe they preserve the quality of the drink for a longer period of time once they are

opened. Beer is usually purchased in six-can packs or in glass bottles of 250 cubic centimetres

each. These are kept in the refrigerator as Colombian consumers prefer to drink their beer cold.

Price is a significant factor for many consumers when it comes to buying beer and wine.

Consumers tend to be less brand-loyal when it comes to these types of beverages. In contrast,

consumers who buy spirits tend to be loyal to their preferred brands. For the most part, prices of

rum and aguardiente do not vary significantly from one brand to another; however, the taste and

alcohol by volume often does differ between brands.

Drinking Outside the Home

Many Colombians enjoy going out for a drink occasionally. Consumers tend to go out to drink

with their friends and families. Venues vary significantly depending on the socio-economic levels

of the consumers. Consumers from low-income households tend to drink in taverns which

usually play popular music and serve a range of typical Colombian drinks such as beer, rum and

aguardiente. Taverns are very popular in small towns with a high percentage of rural dwellers.

Mid-income and high-income consumers, particularly those who live in urban areas, often drink

in bars, clubs and cafés where international music is often played. Bars offer a wider range of

beverages than most taverns, including imported beer, cocktails and imported spirits such as

tequila, vodka and whisky. The common practice is to go to a drinking establishment with friends

and to order a bottle of spirits to share. Ordering drinks by the glass is not common.

It is common for Colombians to drink during the week. Whilst university students often go out

on Fridays and Saturdays, young professionals normally go out on Thursdays, Fridays and

Saturdays. Younger consumers interested in drinking and partying often start drinking in local

bars around 9pm. Around midnight, they tend to leave the bar and go to a discoteca or night



club. The type of night club frequented also varies according to socio-economic levels. For

instance, those from low- and middle-income households often frequent salsotecas, which are

clubs that offer salsa and tropical music. More affluent consumers tend to go to regular night

clubs in which various types of music are played, ranging from tropical rhythms such as salsa

and meringue to international music such as pop and rock.

Drinking establishments in Colombia must adhere to strict operating schedules. Bars are

usually opened around 5pm and they close at 1am from Mondays to Wednesdays. On

Thursdays, Fridays and Saturdays bars open at 5pm but stay open to 2am. Night clubs are

usually open from Wednesdays to Saturdays, from 9pm to 2am. However, some night clubs are

allowed to remain open until 6am if they do not disturb those in nearby homes. Most bars and

clubs are closed on Sundays.

Many Colombian consumers, mostly affluent consumers, combine dining out with drinking.

These consumers often drink wine with their dinner and cocktails and spirits before or after they

eat. Some bars also provide food for their customers to enjoy while they drink. The most

common types of food served in bars include sausages, hot dogs, chips, fried arepas and pork

belly.

Chart 10 Per Capita Consumption of Alcoholic Drinks and Soft Drinks by Category 2011


Chart 11 Regional Ranking of Alcoholic Drinks Consumption: Off-trade vs On-trade 2011




GROOMING HABITS

Attitudes Towards Personal Care

The attitude of Colombian consumers towards personal care has changed significantly in

recent years. Traditionally, most beauty and personal care products were regarded as luxuries

and only affordable to affluent consumers. However, the adoption of global standards of

personal care as well as better access to these products has resulted in significantly increased

demand from consumers of all income levels. Most Colombians consider looking good to be a

key factor for achieving success, and many don‘t hesitate to spend increasing amounts of time

and money on personal care products that make them feel about themselves. Changing

consumer attitudes were reflected in spending on personal care products rising by 12.4%

between 2005 and 2010.

Colombians typically take showers every morning before going to work and brush their teeth

at least three times per day. Hence, the most basic personal care products, such as deodorants,

bath and shower products and oral care products are considered to be essential by most

consumers. Bath and shower products include shampoos, conditioners, face washes and body

soaps or gels. Fragrances are also considered important by many consumers as, regardless of

income level, Colombians like to smell good. Many apply colognes or perfumes every day

before going to work or before going out at night.

The most common products for oral care include toothbrushes, toothpaste, dental floss and

mouthwash. Only more affluent consumers buy electric toothbrushes, as these are much more

expensive than regular toothbrushes. Colombian consumers are also attracted to toothpaste



with innovative formulae, such as teeth whitening, protection for sensitive teeth and protection

against bad breath.

Consumers have increasingly sought out sun care products. Colombia is a country with high

levels of UV radiation and consumers have become more aware of the dangers of sun

exposure, leading many consumers to use sun care products on a daily basis. This growing

awareness was reflected in value sales of sun care products rising by more than 50% between

2005 and 2010. Demand for sun care products is expected to continue to grow in coming years

as healthcare institutions undertake numerous information campaigns to educate consumers

about the risks of sun exposure.

Price is not a significant purchase factor among more affluent consumers and, thus, many

Colombian consumers are brand-loyal when it comes to buying beauty or personal care

products. These consumers are far more interested in purchasing innovative products that they

know well. But the use of premium cosmetics by less affluent consumers is low, as these high-

priced products tend to be too expensive for the average female consumer. Clinique, Lancôme

and L‘Occitane are amongst the most popular luxury brands in the Colombian make-up market.

At the same time, many Colombian consumers support personal care brands that have

exhibited commitments to social and environmental causes. For example, Avon is widely known

in Colombia for its promotion of early-detection campaigns to prevent breast cancer. As well,

Procter & Gamble has initiated programmes meant to improve the quality of education of

Colombian children up to the age of 13 years-old. Belcorp grants scholarships to women in

technical and professional careers. In contrast, private label products are not that popular

among consumers. For the most part, they have a low level of penetration and they are usually

only common for bath and shower products and oral care products.

Attitudes Towards Beauty

Colombians of all ages appreciate an attractive appearance. Attractiveness is often judged on

the basis of trends and fashions celebrated in the international media. For instance, for many

Colombians look to smooth skin and delicate facial features, among other attributes, classify a

woman as attractive. Attractiveness in men is also judged on the basis of facial features and

physical build.

According to a recent article in online magazine Sabotage Times, ―Colombia is one of the

most ethnically diverse countries in the world. Its rich history of Arabic, African, Spanish and

other exstranjero´s mixing it up with indigenous people has led to a plethora of genetic types

which are all nonetheless Colombian...It is also a country of regional divides and classifications.

The people of Medellin (Paisas), Barrenquilla (Costeños), Cali (Caleños) and all other areas

have particular names, characteristics and reputations...The classification process is complex. It

is partly hereditary, and partly geographical, but there are also, broadly speaking, noticeable

physical differences. The women of Medellin tend to be raven-haired, noble, intensely sexy and

buxom (think-Zeta Jones). In Barranquilla there‘s a markedly more Arabic influence; slim

featured with infinite, mysterious eyes (Pocahontas). And in Cali, the home of Colombian salsa

music, women are more leggy and extravagant, dark and glamorous‖. The article also highlights

the attraction in Colombia of big ‗bottoms‘ on women. ―Colombia‘s most renowned artistic

export—besides Shakira—is the painter and sculptor Botero, famed for his depictions of large

(bottomed) ladies. Proudly displayed all over the country, his work is particularly eye-catching in

the park dedicated to it in his native Medellin. The characters he portrays are all unashamedly

XXL‖.

Many female consumers work toward achieving what they believe is the perfect look and this

has led to increased demand for a wide range of beauty care products. These include make-up,

with the most common being mascara, lipstick, eye shadow and face powders. Many also use

skin creams, body moisturisers and so-called anti-aging creams, even from a very young age as



a preventative measure. Most women use hair dryers as well as a range of hair treatments.

Many older women consumers use hair colourants to cover their gray hair.

Many affluent Colombian women turn to cosmetic surgery to help them reach what they

believe is a higher standard of beauty. Women of all ages can undergo on cosmetic procedures,

from young teenagers (who often get liposuction and breast augmentation) to older women who

get facelifts. The Colombian Society of Plastic Surgery has revealed that the most common

procedures in Colombia are liposuction and breast augmentation, followed by eyelid surgery

(blepharoplasty) and rhinoplasty.

Male Grooming

In recent years male consumers in Colombia have changed their attitudes towards personal

grooming to create demand beyond the essentials. They have become far more aware of the

importance of looking good and feeling comfortable within their bodies. The growing demand for

men‘s grooming products was reflected by the increase of 7% in value sales of men‘s grooming

products between 2005 and 2010. This has prompted an increasing number of retailers to

devote shelves and spaces inside their stores where consumers can browse and compare male

grooming products.

The most popular male grooming products are hair care products, facial care products and

deodorants. Whilst prices do influence the purchasing decision for most consumers, prices are

much less important for affluent consumers looking primarily for quality and effectiveness.

Consumers also look for innovative products and this has increased demand for such products

as deodorants with antibacterial features and clinical protection. Less affluent consumer tend to

use cheaper products.

Younger male consumers tend to take great interest in their hair and hair gels and hair waxes

are considered to be essential grooming products for many young men. Many of these younger

consumers have gone beyond just using aftershave and are now driving demand for a range of

skin care products, such as face washes, revitalising creams, anti-ageing creams and eye-

contour creams. At the same time, many male consumers in Colombia are attracted to

depilatory products due to their convenience.

A number of the more affluent Colombian men have had cosmetic surgery and a growing

number of others are investigating the option. Procedures such as eye lid surgery, hair

implantation and rhinoplasty are common amongst affluent men. According to the Colombian

Association of Plastic Surgery, male consumers tend most often to undergo in liposuction

procedures.

Use of Hair Care Salons, Spas, Nail and Beauty Parlours

Many affluent women consumers visit hairdressing and nail salons on a frequent basis. Men

also frequent barber shops regularly. This has resulted in a significant increase in the number of

hairdressing salons during recent years, especially in large urban areas. These establishments

usually open very early in the morning (between 6am and 7am) allowing working women to visit

them before going to work. Most of these establishments offer simultaneous services; for

instance, hairdressing salons often provide with nail care services, as well. Many more affluent

women have their nails done every week, as the cost of manicure and pedicures in Colombia is

very low. Women tend to visit their hairdresser at least once a month for a regular haircut or just

to have their hair washed and properly brushed. Affluent older women visit beauty salons to

have their hair coloured, as well. Most women also visit the hairdresser before having a big

social event or celebration, such as a wedding, party or special dinner, in order to have their hair

and make-up done.



Consumer behaviour regarding the use of beauty and hair care salons was not significantly

affected by the economic downturn. When prices increased or when consumer decided to

spend less, they often ‗traded down‘ to less expensive salons that provided similar services at

lower prices.

Beauty parlours and salons in Colombia offer a wide range of treatments for consumers. It is

common for hairdressing salons and barber shops to offer hair care treatments as well as

manicure and pedicure treatments. Some even sell specialised shampoos, conditioners and hair

sprays as well as various types of body creams, lotions and moisturisers. Some specialised

parlours offer other treatments, including facial treatments such as exfoliation, facial masks and

face massages.

Body massages are mostly offered in spas. Swedish and Thai massages and acupressure

are the most common types offered. Some specialised spas, often referred to as aesthetic

centres (centros de estética), offer a range of aesthetic and medical ambulatory treatments such

as acupuncture, mesotherapy and liposuction through laparoscopy. To protect consumers‘

health, aesthetic centres are heavily regulated and they are monitored by the Ministry of Social

Protection.

Despite the significant growth in the number of beauty salons and spas in Colombia during

recent years, there is still a segment of the population who prefer to undergo beauty treatments

at home. This includes affluent women who receive manicurists and hair dressers in their homes

rather than seeing them at salons. Many of these women find it more comfortable to receive

treatments at home with their own equipment. Some consumers also get massages at home

from a professional masseuse.

Chart 12 Value Sales of Beauty and Personal Care Key Categories 2006-2011




Chart 13 Regional Ranking of per capita Sales of Men's Grooming Products 2011


FASHION HABITS

Attitudes Towards Clothing

Colombian consumers tend to look for a combination of style and quality in their choice of

clothing. During recent years, fashion habits of affluent consumers have been highly influenced

by international fashion trends and there has been increased interest in international brands,

such as Bershka, Mango, Zara and H&M. Colourful tights, leggings, trousers and dresses are

worn more frequently than suits and jackets as they are more casual and comfortable. Whilst

women in colder cities tend to dress in dark clothes, such as black, brown or dark blue clothes,

consumers living in hotter regions tend to wear lighter colours, such as light blue, white or light

brown.

Men wearing business suits in the workplace has become less common in recent years.

Today, men tend to wear casual jumpers and regular shirts which are more comfortable and

less expensive. During the weekends, men wear t-shirts and polo shirts in solid colours with

jeans. Regarding underwear, younger men prefer wearing boxer shorts made of cotton. At the

same time, younger consumers continue to gravitate toward international brands such as Nike,

Adidas and Diesel. In contrast, older consumers are often more concerned with the quality and

durability of the clothing they purchase and they tend to stick to well-known domestic brands

such as Arturo Calle and Leonisa.

Clothing for formal events has evolved and it is now acceptable to wear more casual and

comfortable clothing. For instance, the male habit of wearing tuxedos to weddings is no longer

common; instead, men wear white linen shirts with casual pants while women often wear long or

short dresses of simple styles. When going out, Colombian men generally wear jeans with polo

shirts or t-shirts with sweaters or light jackets, if necessary. Women wear jeans, trousers and



leggings with tops. It is not common for women to wear dresses to go bars or pubs. At the same

time, demand for more casual sportswear has increased significantly in recent years, driven in

large part by younger consumers. However, much of the sportswear being purchased is rarely

put to use on playing fields. Rather, it is worn to project an image of vitality and fitness.

There are traditional types of clothing that are worn by some members of the Native American

community. Although the specific style of the clothing varies according to the tribe and the

region, most clothing is made from natural wool extracted directly from sheep and made into

clothing without dyes or artificial inks. Traditional clothing is also worn by those performing

traditional Colombian dances, such as cumbia, bambuco and Sanjuanero. Generally, traditional

clothing boasts bright colours and ornaments. Typically, women wear long, flowing skirts to their

ankles, sandals, a blouse and a scarf while men wear pants and chemises and a hat made of

hay.

Attitudes Towards Footwear

The types of footwear worn by Colombian consumers vary according to the type of event they

attend, the activity in which they are participating and the region they live in. For instance, not

surprisingly women living and working in the country‘s colder cities tend to wear classic high

heel boots, mostly made of leather and coloured in black, dark brown or dark blue. These boots

can be used with jeans or leggings. In warmer regions, women tend to wear sandals of lighter

colours, as they are more comfortable. Attitudes toward footwear are also heavily influenced by

international footwear trends and multinational brands. Adidas and Nike are amongst the most

preferred brands when it comes to buying shoes, particularly among younger consumers.

Affluent Colombian consumers tend to focus more on quality and style and do not worry as

much about the price of the shoes. They often prefer international brands or expensive national

brands such as Bossi or Cueros Vélez. Less affluent consumers tend to purchase less

expensive domestic brands such as Manisol or La Maravilla. Men living in colder cities wear

classic leather shoes which tend to match the colour of their clothing, generally black, dark blue

or dark brown. The younger generation of men who do not wear suits to work have started

wearing shoes which are more casual and that match the casual trend style adopted by most

Colombians. During the weekends, Colombians are even less formal. Young men tend to wear

sneakers whilst older men wear casual leather shoes. Most Colombian students wear uniforms

to school and as a part of their uniforms they must wear black leather shoes or black sneakers.

University students prefer to wear more comfortable and less casual footwear, and they tend to

wear tennis shoes or sneakers to school.

Attitudes Towards Accessories/luxury Goods

Between 2005 and 2010, consumer demand for luxury goods such as jewellery, silverware,

watches and clocks and travel goods increased significantly. Despite most of these items

considered luxury goods, spending was not affected by the economic downturn. That said, it is

clear that there is only a small group of affluent and middle-income consumers driving demand

for these types of goods. Regardless, most Colombian women wear watches and some type of

jewellery, such as earrings, rings and necklaces. Younger women follow a less formal style and

tend to wear jewellery with designs that show some form of regional identity. Earrings and

necklaces with Native American design have become very popular amongst many young

consumers. This type of jewellery is usually colourful and it is cheaper than traditional jewellery.

Colombian women have also shown interest in jewellery that combines traditional materials

such as gold and silver with other natural elements such as coconut shells.

Many Colombian men wear small necklaces with a crucifix often made of gold and silver. It is

common for younger men from less affluent households to wear rosaries around their neck.



These rosaries are mostly made out of wood or plastic. Only a few Colombian men purchase

cufflinks as these are often expensive and their function has mostly been replaced with regular

buttons on the sleeves of their shirts.

Sunglasses are popular accessories among Colombian consumers. Colombians in general

prefer to wear sunglasses with trendy and modern designs, such as those from international

brands such as Oakley, Police or Gucci. But not all of the high-end products purchased by

Colombian consumers are from international brands. During recent years, the country has

become an important fashion hub in Latin America, hosting an important number of fashion

events including Bogota Fashion Week. During the exhibition, the most important Colombian

designers present their clothing lines and accessories. As well, Colombia Moda takes place in

Medellin and displays designs from young and established Colombian designers. As a result of

the great interest in fashion, a number of luxury Colombian designers such as Silvia Tcherrassi,

Esteban Cortázar, Alfredo Barraza and Hernán Zajar have opened their own boutiques. These

high-end designer boutiques sell mostly formal clothing and formal footwear, but they have also

evolved towards selling sunglasses, scarves, ties, gloves and other accessories.

Colombian women consider purses and handbags as important accessories. Trends in

handbags and purses in the Colombian market are highly influenced by international trends and

styles offered by multinational brands. Women tend to prefer purses made of leather or fabric

and tend to use large purses rather than smaller ones. However, the younger generation of

women tend to use mochilas, especially during the weekends or for going to school. Mochilas

are generally made of wool, linen or hemp, are hand-embroidered and present traditional Native

American or indigenous designs.

Chart 14 Consumer Expenditure on Clothing and Footwear 2006-2011


Chart 15 Regional Ranking of Consumer Expenditure on Clothing and Footwear as a Proportion of Total Consumer Expenditure 2011




HEALTH AND WELLNESS HABITS

Attitudes To Health and Well-being

There has been a growing awareness among Colombian consumers of the benefits of

healthier lifestyles and this has prompted changes in the attitudes and habits of many. For

example, traditional Colombian meals typically contain high levels of fat and calories. But many

consumers (especially affluent consumers) have now changed their eating habits so that their

meals now include more fruit and vegetables as well as low-fat products. Demand for sugar-free

products has also increased, especially among women and older consumers. Demand for sugar

substitutes, such as Stevia and Nutra-Sweet, has also increased. Indeed, it is now common to

find sugar-free products in all of the biggest bakeries and supermarkets, especially in urban

areas.

Consumers adopting healthier lifestyles has also been reflected in their choice of leisure

activities. Memberships at gyms, spas and fitness centres have increased significantly during

recent years, at least among those who can afford it. Consumers that use these kinds of

services tend to work out at least three times per week on weekdays and also during the

weekends. Consumers who can‘t afford gym memberships often make use of government-

supported aerobic and dancing sessions in holiday and recreational centres. Several Colombian

cities operate programmes called ‗ciclo-vías‘ (bike-ways) every Sunday morning. Ciclo-vías‘

usually last for four or five hours during which vehicles do not have access to many avenues

and streets. Families use this time to practice sports such as cycling, jogging, roller-skating or

just walking, all under the protection and surveillance of the local authorities.

Despite the increasing trend consumers have towards adopting healthier habits, Colombia still

has a long way to go regarding attitudes towards health and wellness. According to a recent

study published by the Vice Ministry of Health, in Colombia there are annually more than 51,000

deaths due to heart disease, cardiovascular disease and traffic accidents while drivers are

under the influence of alcohol, all of which could be avoided if Colombians adopted healthier

lifestyles. The study also revealed that, in 2011, 11% of Colombians suffered from hypertension



while 3.6% suffered from diabetes. As well, 41% of Colombians did not participate in any sport

or physical activity.

Over-the-counter Versus Prescription-only Medicines

Most Colombian consumers have a positive attitude towards taking home medication. As the

population ages and as life expectancies increase, staying healthy and comfortable have

become greater concerns and many Colombians have been turning to home medication rather

than visiting physicians to combat maladies and ensure health. Not only is Colombia‘s

healthcare system regarded as inefficient by most of the population, but getting an appointment

and visiting a doctor often takes a great deal of time. Indeed, according to the National Health

Survey published by the Ministry of Social Protection, in 2011 only 16% of the population visited

a physician on a regular basis, a phenomenon that helped drive demand for home medication

and over-the-counter (OTC) medications.

Analgesics are amongst the OTC medications in highest demand by consumers, reflected by

the high levels of spending for these products. Indeed, according to the Vice Ministry of Health

consumer expenditure on analgesics was Col$401 billion in 2010. Colombians prefer to use

acetaminophen over other analgesics such as aspirin or ibuprofen as there are no secondary

effects. Consumers perceive ibuprofen as potentially dangerous as it can affect the kidneys.

Herbal/traditional medications, many based on remedies used in ancient Colombian culture,

are well-regarded amongst members of many Colombian households. This was again reflected

in consumer spending which, according to the Colombian Vice Ministry of Health, increased to

Col$180 billion in 2010. Herbal/traditional topical analgesics include Unguento al Menthol No. 2.

Herbal/traditional products are preferred by some consumers because they are often cheaper

than standard OTC medications.

Demand for vitamins and dietary supplements has also increased. According to the economic

daily journal Portafolio, in 2010 Colombia was the fourth-largest consumer of vitamins and

dietary supplements in Latin America, after Argentina, Brazil and Mexico. This was explained in

large part by the fact that Colombians on the whole are getting older and feeling more

concerned about their health. Older consumers are increasingly complementing their regular

meals with these products in order to maintain their health and prevent illnesses. For example,

according to a recent study published by the Colombian Association of Osteology and Mineral

Metabolism in 2011, more than 70% of post-menopausic women in Colombia lacked the

adequate levels of calcium and vitamin D in their bodies. As a consequence, consumption of

calcium supplements is expected to increase significantly. At the same time, consumers are

expected to continue buying multivitamins.

The Compulsory Health Plan (Plan Obligatorio de Salud POS) includes a list of more than 660

approved medications. Once patients feel sick, they are entitled to visit the doctor at the

healthcare institution at which they have registered. Patients are usually examined first by a

general practitioner who, depending on the condition of the patient, may prescribe medication or

refer them to a specialist. Prescribed medications are provided by the healthcare system and

these are free of charge to the patient as long as the medications are included on the POS list.

In cases when a prescribed medication is not on the POS list, consumers are given the

opportunity to buy the drug or be given a prescription for an appropriate alternative from the

POS list. Generally, only affluent consumers can afford to buy prescription medicines on their

own.

To get access to prescribed medications not included on the POS list, Colombians must use a

legal mechanism known as Writ of Protection (Acción de Tutela). Through this process,

consumers can demand expensive prescriptions or medical treatments when they are vital to

the health of the patient and when they have been denied by the healthcare system. According

to a report published by Colombia‘s Ombudsmen, in 2011 more than 94,500 Writs of Protection



were filed against all of Colombia‘s Social Security System Institutions in order to see that

patients received prescribed medications at no cost. For the most part, the prescribed

medications provided to patients are generics which are cheaper than regular branded

medicines.

Sport and Fitness

In 2010, the Journal of Behavioural Nutrition and Physical Activity classified Colombia as a

country with low to moderate levels of physical activity. Regardless, participation in sports and

physical activities has increased significantly in recent years in Colombia. Most Colombians

participate in general fitness activities rather than in team sports, as general fitness activities

demand lower levels of commitment and allow people to train according to their own schedules.

Colombian law obliges all public and private elementary and secondary schools to provide

students with at least 90 minutes of physical education per week so most Colombians are

introduced to participation in sports at an early age. Public universities are also obliged to

provide 120 minutes of sports or physical activities per week to all students. The most common

sports offered to students in Colombian schools are football, basketball and volleyball. Athletics

are also common in some schools. Colombian schools located in the same cities or regions

arrange sports championships known as ‗inter-colegiados‘. The winning teams in each

tournament represent the department or the region in the annual National Intercollegiate

Games. These championships usually last for seven days and students compete in such sports

such as athletics, gymnastics, weightlifting, judo, swimming, table tennis, basketball, football,

indoor football and volleyball. The 2011 Intercollegiate Games were attended by 2,500 athletes

between the ages of 12 and 14 years and more than 4,200 athletes between the ages of 15 and

17 years.

Colombia has professional sports leagues as well as amateur leagues for numerous sports.

Coldeportes is the decentralised entity in charge of the management and promotion of national

sports in the country, as Colombia lacks a formal Ministry of Sports. Sports activities in

Colombia are of great importance for people of all ages, as they are considered a matter of

national pride. Although participation rates in sports amongst citizens are not high, Colombia

has nevertheless stood out in international competitions. While there have been many

achievements in individual sports, it is football, particularly the national team, that grabs the

attention of most Colombians. Colombia sponsors two national football tournaments every year,

and it is common for Colombians to go to the stadium and support their favourite teams.

Football games usually take place on Sunday afternoons. Other sports such as cycling, boxing

and bullfighting are also popular, although their practice is not very common amongst most of

the population.

Obesity

Obesity has become a significant health issue in Colombia. Between 2005 and 2010, obesity

rates grew at a CAGR of 5.6%. In 2005, 17.4% of the population over the age of 15 years-old

was considered to be obese but by 2010 that had increased to 23%. As well, in 2010 nearly

39% of the Colombian population over the age of 15 years-old was overweight.

According to the National Nutrition Survey of 2010 conducted by the Ministry of Social

Protection, obesity tends to be more common in women than in men. In 2010, whilst 19.6% of

Colombian men over the age of 15 years-old were considered to be obese, 26% of women were

obese. In contrast, men tended to be overweight more frequently than women; 43% of the male

population were reported to be overweight in 2010 whilst 35% of the female population were

overweight. The Ministry of Social Protection has stated that the high levels of obesity and

overweight in the population can be explained in large part by the sedentary lifestyles of most



Colombians. The National Survey revealed that only 50% of the Colombian population walks

more than 150 minutes per week while 41% of the population does not participate in any

physical activities. High rates of obesity can also be attributed to the poor eating habits of most

Colombians. The National Health Survey revealed that 33.2% of Colombians between the ages

of five and 64 years do not eat fruit on a daily basis and that only 28% of the population eats

vegetables every day. In contrast, the study revealed that 24.5% of Colombians eat fast food on

a daily basis, 22% drank soda daily and nearly 15% eats sweets every day.

According to the Colombian Foundation of Obesity, in 2010 more than 19% of children in the

country suffered from obesity and more than three million children were overweight. Poor eating

habits, lack of exercise and, in a few cases, metabolic problems are considered to be the main

causes of childhood obesity. The National Nutrition Survey concluded that childhood obesity

was more common in households where mothers had the highest levels of educational

attainment. Indeed, 9.4% of households with mothers with no education had obese children

compared to 26.8% of households where mothers had tertiary levels of education. This has

been explained by the fact that mothers with high levels of education often work and thus they

have less time to cook nutritious meals for their children, opting instead to buy and consume fast

food or ready-meals at home. Sedentary lifestyles amongst children have also contributed to the

rise in the levels of childhood obesity; the National Nutrition Survey revealed that Colombian

children spend from two to four hours per day watching television and playing videogames.

Children living in urban areas are also more likely to be obese.

In order to address the rising number of overweight and obese Colombians, both national and

local governments have begun to take actions. In 2009, the Colombian parliament passed the

Law of Obesity which officially recognises obesity as a significant public healthcare issue. The

law limited consumption of food and beverages with high caloric content in schools and

universities and called on all social security institutions to include obesity treatment as a part as

their insurance coverage. Health organisations such as the Colombian Foundation of Obesity

and the Gorditos de Corazón have launched several campaigns aimed to prevent obesity.

Campaigns addressing obesity and weight gain have increased the awareness of consumers

and have affected consumer behaviour. Demand for weight management products has

increased in recent years, reflected by the 4% growth in spending on these products between

2005 and 2010. Replacement meals such as slimming milkshakes have also seen growing

demand.

Chart 16 Growth in Public and OTC Expenditure on Pharmaceuticals Compared With Healthy Life Expectancy at Birth 2006-2011




Chart 17 Regional Ranking of Obese and Overweight Population 2011




SMOKING HABITS

Smoking Prevalence

Smoking prevalence in Colombia has decreased in recent years. Around 17% of the

population smoked in 2011, a decline of 3.5% since 2006. Colombia has one of the lowest rates

of smoking prevalence in South America. Argentina, Bolivia, Chile, Peru and Uruguay have

smoking prevalence rates above 20% of the total adult population.

According to the National Health Survey conducted by the Ministry of Social Protection in

2010, 30% of the total adult population in Colombia had smoked 100 cigarettes or more during

their life time. Of this percentage, 60% were current smokers. The National Health Survey also

revealed that smoking prevalence in Colombia is higher among men than it is among women; in

2011, only 11.4% of the female adult population smoked, a relatively low rate compared to the

23% smoking male population. Smoking prevalence also declines as educational attainment

levels increase; while 22% of adult men who had attained only primary education were smokers,

14% of those who had postgraduate degrees were smokers. For women, while 7.4% of those

who had achieved only primary education were smokers, 6% for those who had a postgraduate

degree were smokers.

The average Colombian smoker smokes half a pack of cigarettes per day. Before 2011, most

Colombians bought cigarettes by individual units, an activity referred to as menudeo, meaning

consumers would buy a cigarette every time they wanted to smoke. These individual purchases

were conducted at vehicles in the streets and in corner neighbourhood stores (tiendas de barrio)

which also sold sweets, snacks and other packaged goods. However, after July 2011 the sale

of single sticks was forbidden. Now, smokers may only buy full packs (cajetillas) which have 20

cigarettes per or half a pack containing 10 cigarettes.

Using water pipes has become popular among younger consumers. Smoking using water

pipes is considered to be less harmful than smoking cigarettes. Roll-your-own (RYO) cigarettes

are not common in Colombia, despite the wealth of cheap domestically produced tobacco.

Despite the recent declines in smoking prevalence, there are indications that Colombians are

starting to smoke at a younger age. According to the Health Ministry, around one million young

Colombians aged 12 to 17 years-old smoked, consuming between one and 10 cigarettes per

day. Similarly, the National Federation of Merchants (Fenalco) stated that while in 2005 the

proportion of minors (under the age of 18 years-old) who smoked was 9%, in 2010 the

percentage had increased to almost 31%. According to the daily journal El Tiempo,

approximately one-half of the smoking population in Colombia were young students. The journal

also said that one of the main reasons why smoking prevalence amongst youngsters has

increased was that the taxes that tobacco distributors and retailers have to pay to the

government have declined, making cigarettes cheaper. In Colombia, a pack of 20 cigarettes

costs approximately Col$2,000, lower than the prices in other Latin American countries. El

Tiempo also stated that, in 2010, 50% of all Colombian university students have tried cigarettes

and of this group one out of two would probably continue smoking.

Attitudes To Smoking

Smokers have faced an avalanche of government anti-smoking initiatives. Indeed, since 2008

Colombia has been one of the leading Latin American countries in the implementation of strong

legislative tobacco control. In early 2008, the government ratified the World Health Organisation

Framework Convention on Tobacco Control. Later that year, the government announced the

establishment of an initiative calling for 100% smoke-free public places. In 2009, the Colombian

parliament approved the Tobacco Control Law which prohibited smokers from smoking in closed

public areas and in closed working places. This law also forced tobacco manufacturers to place



graphic health warnings on their cigarette packaging, covering at least 30% of the front and

back of the package. The Tobacco Control Law also banned the use of words and phrases such

as smooth, light, mild or low in tar, nicotine and carbon monoxide in advertising, packaging and

labelling. In 2011, tobacco producers were prohibited from sponsoring sporting and cultural

events.

As a consequence of these and other initiatives, the number of places where smoking is

accepted has shrunk significantly. For example, all restaurants, bars, coffee shops and drinking

establishments may have designated smoking areas as long as they are in open spaces.

Consumers are prohibited from smoking inside hospitals, healthcare institutions and educational

institutions. Smoking at home is accepted in some households but increasingly non-smoking

family members are pressuring their smoking relatives to stop smoking at home. Many students

that smoke frequently and live with their parents do not smoke at home as they often do not

want their parents to know that they smoke.

Smokers in Colombia tend to be brand-loyal. A 2009 survey by Universidad Javeriana

revealed that brand loyalty often begins with the family and is very strong. When prices increase

or money is tight, Colombians still tend to stay loyal to their cigarette brand. Many would rather

smoke fewer cigarettes per day than switch to a cheaper brand. The most popular brands

include Boston, Green, Kool, Belmont, Mustang and Premier. Marlboro is a popular brand

amongst affluent consumers.

For a number of reasons, including the various anti-tobacco laws recently put in place, many

smokers are looking to quit. This has driven increased demand for smoking cessation aids. The

most popular product that Colombians use to help them quit smoking is NRT gum as patches

and lozenges are relatively new product formats in the Colombian market. As well, consumers

often prefer gum over patches as it is cheaper. Gum is also considered to be more convenient.

Acupuncture has also become a popular way to help stop smoking. As this treatment is not

related to the consumption of any type of substance, many smokers believe it a safer approach.

Electronic cigarettes are legal in Colombia, although there is only negligible demand. These

products are purchased by consumers as an alternative to smoking tobacco, not as an aid in

quitting. Some consumers smoke cigars as an alternative to smoking cigarettes. As good cigars

tend to be relatively expensive, this occurs most often among affluent consumers, mostly over

the age of 40 years-old. There has also been increased interest in small cigars, particularly

among younger consumers.

Chart 18 Smoking Prevalence Amongst Men and Women 2006-2011




Chart 19 Regional Ranking of Smoking Prevalence 2011


SHOPPING HABITS



Attitudes To Shopping

Shopping is considered to be a leisure pursuit by many Colombians. While shopping,

consumers are typically in the company of family or friends. Consumers from all income levels

enjoy going to shopping centres as most offer not only retail stores but other amenities, as well,

such as cinemas and food courts. Leisurely shopping trips are often taken on Saturday

afternoons, a time during which most people are not working or studying. It is common for

younger consumers to window shop and browse through stores, especially during weekdays

after school. According to travel website tourism-in-colombia.com, ―Bogotá has over 70 huge

shopping centres where you will find a massive choice of stores and services. There are also

many shopping areas, malls, shopping districts and chain stores across the city. The main

shopping centres are in the north and northwestern parts of the city‖. Talking about the weather

in Cali, an article in newspaper USA Today noted ―By day, avoid the heat and find the locals

inside one of the city's modern shopping malls, or centros comerciales‖.

One of the most important luxury shopping centres in Colombia is Atlantis Plaza in Bogotá.

This high street shopping centre was built in 2004 and it is estimated to serve more than

400,000 shoppers per month, mostly from high-income and affluent households. Other well-

known shopping centres in Bogotá include Centro Comercial Andino, El Retiro, Santa Fe and

Gran Estación. Medellin, the second largest city in Colombia, also has attractive up-market

shopping centres, including El Tesoro and Centro Comercial Oviedo.

Main Household Food and Non-food Consumables Shop

In recent years, there has been a clear switch in consumers‘ habits regarding when they go

shopping for food. Due to the lack of time during the week, a growing number of consumers now

prefer to shop on weekends. At the same time, however, some consumers, mostly singles and

those who live in urban areas, go shopping during the week late at night, in large part to keep

their weekend time open for leisure activities. Further, there are some consumers, mostly

housewives and older consumers, who want to avoid crowds and who thus still shop during the

day during the week. In general, most grocery stores in Colombia are open from seven days a

week from 8am to 10pm. In urban areas, however, some outlets are open for 24 hours in

response to consumer demand.

The frequency of food shopping trips by consumers is influenced on by income and where

consumers live. Consumers living in urban areas with middle to high levels of income tend to

shop once or twice a month. This is due to the fact that most companies pay their employees on

a monthly or bi-monthly basis. However, as household size has decreased—not in respect to

the number of inhabitants per household but in physical size—there has been a trend toward

weekly shopping. In some cases this is due to households having limited space to store goods

in smaller homes and consumers buying smaller amounts of perishable goods in order to

minimise food wastage.

Large chain supermarkets and shopping centres are popular among the more affluent

consumers. In the last few years the country has witnessed significant expansion of the

domestic supermarket chains as well growth in the number of new stores being opened by

multinational corporations. The leading domestic chain is Almacenes Éxito which operates

approximately 300 stores in 55 different cities across the country. Almacenes Éxito‘s main

competitor is Carrefour, a well-known French retailer. Carrefour opened its first store in

Colombia in 1997 and, by 2010, it operated more than 73 outlets across the country. Other well-

known supermarket chains include Tía, La 14 and Makro. In 2011, according to the National

Federation of Traders, 60% of all food and non-food consumables were purchased by

consumers in large supermarket chains or grocery stores. Price-conscious consumers have also

driven increased demand for these chains‘ private label food products and household goods. A



wide range of products, including detergents, cereals and salt, are sold under the store‘s brand

at lower prices. According to a recent article in the weekly magazine Semana, Colombian

consumers are simply not brand-loyal when it comes to food and they have adopted the mantra

of ‗value for money‘.

Consumers also want to shop in stores which recognise their loyalty and supermarkets have

developed several methods to reward that loyalty. These methods include cards which keep

track of the purchases made by customers. Once a spending amount has been reached,

consumers are rewarded with prizes. In 2011, Almacenes Éxito extended discounts to their

loyalty card holders and now consumers can use them to obtain discounts on certain days.

Other chains have opted to issue store-brand credit cards to customers which they may use to

shop within any of the chains‘ stores.

Consumers from low-income households tend to shop for household goods in small

neighbourhood stores, often referred to as tiendas. These stores usually sell items in smaller

quantities than supermarkets and at lower prices. Often, tiendas represents the only access low-

income consumers have to household products. According to the daily journal El Espectador, in

uncertain economic times the shopping habits of Colombian consumers tend to shift when it

comes to buying groceries. Many consumers switch to buying smaller quantities of products

from the neighbourhood tiendas while decreasing the amount they buy from large supermarket

chains

Consumers from rural areas, small towns and villages are often farmers who get paid on a

weekly basis. Hence, they usually shop during the weekends in small open markets located in

the nearest city centre. These open markets are the traditional way of grocery shopping in

Colombia and are still present today in most small towns and villages.

According to a recent article in the weekly magazine Semana, 75% of Colombian consumers

decide which products and brands they want to buy only moments before they reach the point of

sale. It is estimated that only 25% of Colombian consumers plan their food and consumables

purchases before they set off to shop. As a consequence, producers and brands have changed

the way in which they try to reach consumers. For instance, there has been a decline in

television advertising and an increase in point-of-sale advertising. Other efforts include festivals

for kids (in order to grab the family‘s attention and get them into the store) and gastronomic

festivals in which consumers try new foods.

Top-up Food Shopping

As a result of changing consumer shopping habits brought about by the economic downturn,

most Colombian consumers now tend to top up their food shopping instead of buying large

amounts of food in one trip to keep at home. The majority of Colombian shoppers regularly top

up their weekly shops by buying fresh vegetables, bread and milk. A recent study published by

Fenalco concluded that almost 90% of shoppers top up their weekly food shopping trips. The

two primary reasons behind top up shopping: nearly 50% of consumers said they buy products

they have ran out of, such as bread, milk or eggs while 35% said they purchase products that

they prefer to buy more than once a week, such as fresh foods and vegetables. Top up trips

were also used by 22% of shoppers to buy products that they had forgotten to buy in the main

weekly shop.

According to Fenalco, when deciding where to top up their food shopping, most consumers

simply select the outlet that is easiest for them to access. This has been reflected in the recent

increase in the number of convenience stores (or express stores) in Colombia. While much

smaller in terms of floor space, these stores usually are off-shoots of large supermarket chains

and they offer the same brands at the same price. Convenience stores are typically located near

residential areas, offer customers adequate parking and even provide ATM services in order

that shoppers can withdraw money before doing their shopping. Some convenience stores are



located in the forecourts of service stations. These are often most convenient for consumers

without passenger vehicles as they can easily reach them via public transportation.

Consumers from low-income households tend to do their top up shopping in corner

neighbourhood stores or tiendas de barrio. These small stores are usually located near to their

homes and offer less of a variety of brands and products compared to typical convenience

stores. However, tiendas often provide credit at 0% interest to their customers, as the owners

have usually built long-term relationships with their customers. This service is attractive to low-

income consumers, particularly when money is tight.

Shopping for Big-ticket Items

When it comes to shopping for big- ticket items, such as consumer electronics, consumer

appliances or kitchen appliances, Colombian consumers tend to shop at specialist stores or in

the dedicated sections of large supermarket chains, such as Almacenes Éxito, Carrefour, or La

14. Most of these stores allow shoppers to interact directly with the products they are interested

in purchasing. In specialist shops, personalised services are given to shoppers by trained

employees who teach consumers how to use the product and discuss the advantages or

disadvantages of all of the available brands. It is also common for shoppers to visit more than

one store in order to compare prices, warranty and technical support. As big-ticket items are

considered to be expensive by the average Colombian household, these are important aspects

that contribute greatly to the final purchasing decision.

Promotions and store cards are also important considerations for consumers when it comes

to buying big-ticket items. In 2011, some hypermarkets in collaboration with specific brands

doubled the percentage discount to shoppers when they used a store card to buy television

sets, computers or laundry machines. These promotions generally grab the attention of

Colombian shoppers. Innovation, price and quality are also important considerations for

consumers, particularly when it comes to buying appliances. Colombians want their new

products to have the latest technology, particularly technology that makes their lives easier.

Although prices of television sets are still considered to be high for the average Colombian

household, Colombians are nevertheless increasingly demanding high standards of quality in

televisions. Some Colombians are even willing to spend money on home theatres (and not on

regular televisions) for aesthetic and status reasons. When buying computers, Colombians often

prefer to buy laptops over desktops as portability has become an important factor. In the case of

home laundry appliances, consumers often look for new products and functionalities that reduce

the need to hand wash in order to remove dirt, ensuring fabric care and reducing water and

energy consumption. However, Colombian consumers still consider the prices of washing

machines to be important, reflected by these items being purchased so often during retail

promotions. Consumers behave similarly when it comes to purchasing refrigerators; they tend to

look for distinctive products at discount prices. Hence, it appears that much of the middle-class

and affluent households are still very price-sensitive when it comes to buying big-ticket items.

Personal Shopping

As a result of the economic downturn, consumer demand for clothing declined, reflected by

spending decreases in 2008 and 2009. However, as economic well-being returned in 2010,

demand for clothing rebounded. Colombian consumers purchase most of their clothing and

footwear from specialist retailers. As well, as they become more sophisticated (but remain price-

conscious) it is common for consumers to visit specialist outlet centres featuring brand name

stores such as Armi, Pronto, Chevignon, Diesel, Levi‘s, Americanino, Adidas, Studio F and Nike.

These outlet centres are usually located in the largest cities and offer top quality products at low

prices. At the same time, an increasing number of middle-income consumers are generating



increasing interest in brand shops such as Mango, Zara and H&M. In contrast, consumers from

low-income households often buy their clothing and footwear in hypermarkets such as Carrefour

or Almacenes Éxito, as they offer good quality items at very low prices, or in discount retail

stores located in city centres. Low-income consumers also tend to buy cheap footwear, often

footwear imported from Asia. A large number of Colombian consumers also buy shoes in the

black market or from contraband sources, as these are much cheaper.

According to the 2010 Global Lifestyle Monitor: Colombia, a biennial consumer research study

sponsored by Cotton Council International and Cotton Incorporated, ―Colombian consumers

love shopping for clothes but are becoming more price sensitive. Colombian shoppers are

looking for style and quality at sale prices, and shifting away from department stores towards

independent, chain, and off-price stores‖. The report continued, ―Colombian consumers are also

shifting away from department stores and towards more chain, independent, and off-price

stores. In 2001, 37% of Colombian shoppers purchased most of their clothing at department

stores. In 2010, the percentage of Colombian consumers shopping at department stores fell to

22%. A plurality of Colombian clothing shoppers (29%) purchased most of their clothing at

independent stores in 2010, up significantly from 20% in 2001‖. One relatively surprising finding

was that ―While consumers in every country consider a garment's style an important factor in

purchasing decisions, only Colombian consumers (94%) ranked it as the most important factor.

Other high-ranking factors were durability and price (92% each), quality (91%), finish and colour

(90% each)‖.

The number of specialist stores dedicated to selling cosmetics and toiletries has increased

significantly during recent years in response to rising consumer demand for these products.

More affluent consumers tend to buy their cosmetics and toiletries in supermarkets,

hypermarkets and specialist stores, such as La Riviera and Fedco. Although prices of cosmetics

and toiletries may be higher in specialist stores, the advantage of shops like La Riviera and

Fedco are the benefits they can give consumers based on their alliances and partnerships with

well-known cosmetic brands. Some specialist stores also offer consumers access to spas and

hairdressing salons. For the most part, specialists are focused on distributing premium brands of

fragrances, colour cosmetics and skin care and thus they do not offer private label products.

Consumers from middle-income and low-income households tend to buy their cosmetics and

toiletries from supermarkets and hypermarkets. These stores generally have large sections

dedicated to personal grooming products and they offer a wide range of brands at low prices. In

many cases, shopping for personal grooming products is done as a part of the regular grocery

shopping. Some consumers also buy these types of products at drugstores, usually when the

products have been medicated by a dermatologist or a specialist. On the whole, however, it is

not common for Colombians to buy personal grooming products from drugstores.

Consumers from middle-income and low-income households also buy personal grooming

products from non-store channels. Products from well-known brands such as Yanbal, Belstar

and Avon are among the most popular. In this sales model, representatives or beauty

consultants from the brand visit consumers in their homes on a regular basis. Once an order is

placed, the customer is guaranteed that the order will arrive in a few days. Consumers from low-

income households often prefer to buy from this channel as these companies offer credit and

discounts to regular buyers.

When it comes to fragrances, while 60% of all fragrance purchases are done via direct sellers,

premium fragrances such as Carolina Herrera, Christian Dior, Cartier, Channel and Lancôme

are only purchased in specialist cosmetic stores such as La Riviera and Fedco. Premium

fragrances are also available in perfumerias or perfume stores which can be found in most

shopping centres.

Advertising has been an important influence on the way consumers approach shopping for

personal care products. Most promotional campaigns show the benefits of using certain



products and inform consumers of the latest innovations and features. Cosmetics and toiletries

for women are often advertised using well-known celebrity spokespersons, such as Colombian

beauty queens, fashion models, models and actresses. Similarly, products for men are often

promoted and endorsed by popular sports figures.

E-commerce and M-commerce

Internet retail sales in Colombia grew by more than 89% between 2005 and 2010. Despite the

significant growth, online retailing has not been particularly well-received by Colombian

consumers, in large part because e-commerce in the country is still in only an early stage of

development. Indeed, almost 70% of the Colombian population is unbanked and thus they have

no access to credit or debit cards, essential tools in e-commerce transactions. As well,

Colombian consumers still have a lack of confidence when it comes to shopping online.

According to a recent study published by Fenalco, only 5% of Colombians said they were

planning to shop online for their Christmas presents in 2011. What online shopping that occurs

is usually done by younger consumers.

The low household penetration rate of internet-enabled computers is a further obstacle to

internet retailers. At the end of 2010, there were just more than two million internet subscribers

in Colombia, less than 7% of the population. The cost of broadband access for households

varies, with monthly costs ranging from Clo$98,000 to Clo$182,000, depending on the location

of the household and package ordered. Most consumers get broadband access in a package

combined with fixed telephone and cable TV services.

The largest internet retail site used by Colombians is Mercadolibre.com, a site that sells a

wide range of products, including consumer electronics, clothing and books. Another popular

website is VirtualÉxito.com, the website of the country‘s biggest supermarket chain, Almacenes

Éxito. According to the trade press, the number of visitors to the site in 2010 was four million,

although the majority were just browsing. Regardless, Almacenes Éxito reports that the average

online purchase is around Clo$400,000, 10 times the average purchase made in physical

stores. One of the major advantages VirtualÉxito.com has over it competitors is that the site

imitates the real life experience of walking down store aisles.

Online shoppers tend to shop online for consumer electronics products. While most

Colombian consumers may not actually buy online, many will nevertheless use the internet to

read product reviews and compare prices before making their purchase decisions. Some

Colombian consumers have begun buying books through Amazon.com and local websites such

as Librería Panamericana and Editorial Norma. However, the number of visitors to these two

national sites is still small. Some affluent consumers shop for clothes online. In particular, they

buy clothing brands which do not have physical presence in Colombia, such as GAP.

Chart 20 Importance of Hypermarkets, Supermarkets and Discounters within Grocery Retailing 2011




Chart 21 Regional Ranking of Sales through Internet Retailing 2011




LEISURE HABITS

Staying in

The traditional leisure activities of Colombians have changed significantly during recent years.

While just a few years ago families used to spend most of their leisure time together, now they

tend to prefer to use their spare time to pursue individual pursuits or to spend time with their

friends. Rising disposable incomes have contributed towards this trend.

The internet boom has changed the leisure habits of many teenagers and young adults,

especially those from affluent households who can afford home computers and internet access.

Many of these consumers spend most of their free time surfing the internet or communicating

with friends on social networking sites such as Facebook. Adults have taken a slightly different

tack, spending only a part of their free time on the internet but also enjoying other leisure

activities.

Watching TV at home has always been a popular activity amongst Colombians regardless of

income level. Many women enjoy watching soap operas whilst men tend to prefer watching

sports, particularly football matches. It is also common for adults to watch movies at home,

especially on weekends, or to watch the specialised channels provided on cable TV and satellite

TV services. The number of households with cable TV increased by 105% between 2005 and

2010 while the number of households with satellite TV increased by over 68%.

According to the Ministry of Culture, the average Colombian reads 1.6 books per year, not a

high average. This has been explained by noting that only a small percentage of consumers can

afford to buy books. As well, the number of public libraries is quite limited.

Colombians usually spend time at home to celebrate Christmas, New Year‘s and Easter

Week. The activities undertaken during these holidays vary significantly according to household

income level. For instance, during Christmas, affluent families often go to church and then come

back home for a special meal and to share Christmas presents. While less affluent families

usually cannot afford to give presents to all their relatives, they still gather together to share a



traditional meal and drink inside their homes. New Year‘s Eve is also celebrated inside the

home with family and closest friends. Families get together, share a meal and wait for the New

Year to come. Unlike Christmas, New Year‘s Eve has more of a party atmosphere and most

Colombians like to drink and dance before the clock strikes midnight. During Easter Week,

which usually occurs in April, most families get together at home from Holy Thursday through to

Easter Sunday. They often share special meals and go to church together. However, this

tradition is disappearing amongst many of the younger generation who are not as religious as

most older Colombians.

Going Out

Colombians spend most of their free time outside the home. However, leisure activities tend

to vary depending on age and income level. It is very common for Colombians to go out for

dinner, movies or drinks. These are important social activities which are generally done with

friends or family. Going to shopping centres is another important leisure activity, especially for

affluent consumers.

Affluent consumers enjoy going out for meals in full-service restaurants. As Colombians have

become more sophisticated and more interested in international foods, the variety of dishes

served in restaurants in the country has broadened significantly. Younger consumers often go

out to bars, clubs and discotheques, especially on Thursdays, Fridays and Saturdays. Less

affluent consumers prefer to go to salsotecas, which play salsa all night long while affluent

consumers usually prefer regular night clubs that play pop or electronic music.

In recent years, Colombians have become more interested in going to the movies. This is

specially the case of affluent consumers who are the ones that generally can afford to go to the

cinema, as it is often expensive. It is common for Colombians to go to the movies on Saturdays

or Sundays with family or friends. In order to encourage younger consumers to go to the cinema

on weekdays, some movie theatres offer a 50% discount for students on Tuesdays or

Wednesdays. Almost all shopping centres in the country offer cinemas.

Public Holidays, Celebrations and Gift-giving

There are more than 15 public and national holidays per year in Colombia. Celebrations are

usually moved to the Monday that follows the holiday date; this way, the weekends following

these holidays are three-day weekends. Most of these holidays are religious festivities, such as

the Epiphany, Saint Joseph‘s Day, Ascension Day and Corpus Christi. One of the most

important holidays in Colombia is the Immaculate Conception, which is celebrated on 8

December. Although this is a religious holiday, most Colombians consider it to be the beginning

of the Christmas holidays. The night before the Immaculate Conception, Colombians usually go

out on the streets and set lanterns outside their homes lit with candles. It is also common for

local governments to decorate street lights with Christmas decorations starting from this date

until the end of Christmas. Some cities even plan for special fireworks to be set off on the night

before the Immaculate Conception.

Christmas is usually celebrated with family and friends and giving gifts is an important

tradition. Families usually gather together at home on the night of the 24th of December, share a

special meal and then share presents. Unlike most countries, presents are opened on

Christmas Eve and not in the morning on Christmas Day, as Colombians believe that presents

are brought by the baby Jesus at the time of his birth (the 24th at midnight) rather than Santa

Claus.

According to Fenalco, more than 50% of clothing and footwear purchases in Colombia are

made during of the month of December, before the Christmas holidays. As well, a recent

Fenalco survey revealed that 33% of Colombian consumers said they were planning to buy



clothing and footwear as Christmas presents in 2011, 18% said they planned to buy toys and

11% said they planned to give cash as a present. Another common practice is to give gift

certificates as gifts.

The three most important national holidays in Colombia are Independence Day (20 July), the

Battle of Boyacá Holiday (7 August) and the holiday that commemorates the Independence of

Cartagena (11 November). Independence Day commemorates Colombia‘s independence from

Spain. On this day, it is common for Colombians to go out on to the streets and participate in

marches and parades. An important tradition is to hang the national flag in a visible place at

home. The Battle of Boyacá Holiday commemorates the battle on 7 August 1819 in which

Colombia acquired its independence from the Spanish monarchy. Colombians also hang the

national flag at home on this day. The Independence of Cartagena is celebrated through a

series of special events in the city of Cartagena. For example, the pageant to elect of Miss

Colombia takes place during this period in Cartagena.

Celebrations of high school graduations are considered to be important social events in

Colombia. Students are generally congratulated with a special meal on the day of their

graduation, which may be served at home or at a restaurant, and then they go to a prom party at

a social club or other venue. University graduations are also considered important events that

warrant a special meal. Birthdays are also often celebrated with restaurant meals. However,

perhaps the most important birthday celebration in Colombian society is when a girl turns 15

years-old. This is an important birthday as, traditionally, 15 year-olds are no longer considered

girls but rather they are considered young ladies. It is common for families to host big

celebrations on girls‘15th birthdays, often held in social clubs, restaurants or community centres.

Sending greeting cards is not very common in Colombia. Consumers do not use them on

special dates such as birthdays or graduations as they usually prefer to see or call the person

and congratulate them directly. For the most part, greeting cards are sent before Christmas by

organisations and companies wanting to wish their customers a ―Happy Holiday Season‖. On

the other hand, sympathy cards (bonos de condolencia) are sent to grieving families when a

family member dies.

Culture

The Colombian culture is a mix of Spanish, indigenous and African cultures. Colombia‘s most

important cultural celebration is the Barranquilla Carnival, which is considered to be one of the

biggest carnivals in the world. At this carnival, which takes place at the beginning of March

every year, many styles of Colombian music and dances are performed. Colombian music

contains a mixture of cumbia, porro, mapale and fandango, among other styles. Cumbia is one

of the most important folkloric music genres in Colombia and has its origins in the Caribbean

coastal region of the country. It is considered to be a fusion of musical rhythms of native

Colombian slaves (brought from Africa) and the Spanish population during colonial times.

According to Colombia Reports, ―Rivalled only by Brazil's Carnival in Rio de Janeiro,

Barranquilla's is one of the largest, most festive and colourful carnivals in the world. Although

the date of the first Barranquilla Carnival is lost in history, it has been going on for more than a

hundred years. The cultural event has roots in Spanish and Portuguese Catholic tradition but

has incorporated aspects of African and indigenous culture as well. The Barranquilla Carnival's

music, dance, colour and costumes represent and express the ethnic fusion that characterizes

Colombia's Caribbean coast. It is a joyful and culturally significant event that has been

recognized by UNESCO as a true expression of the heritage of humanity‖.

There are other significant cultural festivals held in Colombia. The Hay Festival Cartagena is a

literary festival that includes book and poetry readings and discussions by writers of all stripes.

The International Film Festival of Cartagena, in its 52nd year in 2012, hosts films from around

Latin America. While a bit controversial, Medellin hosts an annual bullfighting festival. Many



cultural events in Colombia used to be associated with exclusivity, as they were targeted

towards the affluent households. However, this has changed as local governments have made

great efforts to open up access to cultural events to all segments of the population. Examples of

these efforts include outdoor events in Bogotá such as Theatre at the Park, Rock at the Park

and Opera at the Park, which are presented during weekends in public parks and city squares.

According to the Ministry of Culture, Colombia has more than 450 museums in more than 195

cities and municipalities. Museums display collections focusing on a wide range of topics,

including indigenous cultures, botany, anthropology, zoology, military, and science and

technology. Bogotá has over 40 museums, including the Gold Museum, the National Museum

and the Museum of Modern Art. In order to increase the number of visitors to museums in

Colombia, most museums have opted to hold free entrance days, mostly on Sunday mornings.

Art galleries, on the other hand, are not very common in Colombia. Those that do operate are

located primarily in large cities such as Medellin and Bogotá where there is a higher demand.

Theatre has become a very popular mode of cultural expression in Colombia and one of the

biggest cultural festivals in the world, the Iberic American Theatre Festival, is held in Bogotá

every year. However, tickets to theatre productions are considered to be expensive by many

consumers. In order to increase the participation of low-income consumers, some theatre

festivals, such as the Latin American Theatre Festival in Manizales and the International Puppet

Festival of Fanfarria in Medellin, sponsor groups of actors to perform plays in the streets or in

public parks for free. These shows are intended to make it possible for a large segment of the

population to see theatre shows.

In 2003, the Colombian government established a film promotion fund, ProImangenes

Colombia, to help Colombian filmmakers kick start their productions. According to a recent

report from CNN, ―In recent years, Colombian cinema has struggled to keep up with the likes of

Argentina, Brazil and Mexico in making films which gain international recognition. But there are

now signs that the tide is turning as the Colombian government's ongoing financial support of

the film industry starts to bear fruit‖. A recent article in Colombia Reports boasted that the

country is now the fourth biggest Spanish-language film producer in the world. Claudia Triana

de Vargas, director of ProImangenes Colombia, noted that the quality of Colombian films has

been reflected in the number that have been recently selected for presentation at international

film festivals. She ―highlighted the huge potential of cinema in Colombia—where only 45 cities

have cinema screens despite the country's 1,000 municipalities—describing the Colombian

people's passion for the big screen as ‗notable‘. In 2011, three million people went to see the 18

Colombian-made films that were screened in cinemas across the country, a marked increase on

the five films made in Colombia in 2005‖.

Chart 22 Regional Ranking of Consumer Expenditure on Leisure and Recreation as a Proportion of Total Consumer Expenditure 2011




DIY AND GARDENING HABITS

Attitudes To DIY

As the cost of hiring unskilled labour in Colombia is very low compared to countries in Europe

or North America, Colombians tend to hire others to do such tasks as house painting, home

repair and home renovation and, thus, there is no DIY tradition amongst consumers in the

country. For the most part, if Colombians cannot hire labour for any reason, such as a shortage

of money, they would prefer postpone projects rather than taking the projects on themselves.

Regardless, a growing number of Colombian consumers are becoming interested in DIY and

purchasing tools and hardware from local stores. As well, the promotions from large specialist

retailers such as Homecenter and Home Sentry have generated an interest in DIY in some

Colombian households. These specialist retail chains offer consumers important value, including

support and technical assistance. They are also pleasant places to shop with their wide aisles

and big parking lots. Most of those who undertake DIY projects tend to approach the projects as

a hobby. Only consumers from low-income households who generally cannot afford to hire

labour are forced to carry out home repair and renovation tasks as a necessity. If help is

needed, it usually comes from family or close friends.

Attitudes To Gardening

As is the case with DIY home improvement and home renovation projects, much of the

gardening done in Columbia is done by cheap labour, particularly gardening at the homes of

affluent consumers. While these consumers manage and direct the gardening activities around

their homes–deciding which plants to grow or where to grow them or going shopping for plants,

fertilizers and gardening tools–they rarely undertake the work themselves.

On the other hand, gardening has become an increasingly popular hobby among some older

consumers, particularly women who have formed gardening clubs (clubes de jardinería). Once

a year, gardening clubs from around the country sponsor national exhibitions which spotlight the

different styles of gardening and floral arrangements. Orchideology has captured the interest



and attention of some affluent hobbyists. The Colombian Orchid Association, which has more

than 1,000 members all around the country, conducts yearly exhibitions.

Gardens and yards are considered to be important extensions of most upper-income

households. As most of these houses have big back yards with nice gardens (or even swimming

pools in hotter regions) it is common for families to spend a lot of time outside, especially during

the weekends, enjoying barbeques or other outdoor activities. Many households have special

garden furniture made out metal, plastic wood or treated wood. Regular plastic chairs and tables

are also very common. It is not common for gardens in Colombia to be decorated with water

features or masonry. Some gardens, on the other hand, are decorated with stone decorations,

mostly stones placed on the ground to simulate small paths.

Colombians do not tend to grow their own fruits and vegetables for personal consumption as,

for the most part, most Colombians do not have yards big enough to accommodate gardens.

Affluent consumers who do own big gardens at home do grow fruits and vegetables for their

own consumption, but on a very low scale.

Chart 23 Number of Home Owners and New Dwellings Completed 2006-2011


Chart 24 Regional Ranking of Home Owners as a Proportion of Total Households 2011




PET OWNERSHIP HABITS

Attitudes To Pet Ownership

Traditionally, Colombians have preferred to have dogs as pets over any other kind of animal,

even cats. Dogs are considered by most Colombians to be good company, loyal friends and

good security. Despite this, the dog population in Colombia declined slightly over the past few

years, reaching just over four million in 2010. This was due in part to Colombian households

having become smaller in size, leaving less space for pet dogs. Some city dwellings even forbid

the presence of dogs. In contrast, the Ministry of Health estimated that the number of

households owning cats as pets increased significantly in recent years, reaching 1.2 million

households in 2011.

Many Colombians treat their pets as family members and they give their pets significant

amounts of attention. This was reflected in spending on pets increasing by 17.6% between 2006

and 2011. Spending per pet went from Col$63.8 in 2006 to Col$73.1 in 2011. Traditionally, most

pets in Colombia were fed with left-over food. However, this has changed in recent years as an

increasing number of Colombians have come to realise that left-over food may not be beneficial

to the health of their pets. As many of the ingredients in pet food also include disease prevention

and organic attributes, a growing number of pet owners are opting to feed their pets with these

foods.

According to the trade press, only a few insurance companies offer insurance policies for pets

in Colombia. Although policies are offered by some insurance companies, such as Liberty and

Seguros Bolívar, they are still not popular among consumers. This is not surprising considering

that insurance policies of nearly all kinds are not popular in Colombia. According to the

Colombian Federation of Insurance Companies, only 2.3% of the Colombian population had

some type of insurance policy in 2011.

By the end of 2011, there were more almost 25,500 vets in the country. As pet obesity

(especially obesity in dogs) has become a major health concern in Colombia, there are a

significant number of veterinary clinics and centres that treat pet obesity and other animal



diseases. Most of these veterinary centres provide medical and surgical treatments for pets as

well as special foods. Even the most important veterinary schools provide free vet services for

those consumers cannot afford to pay for regular veterinary services.

Chart 25 Pet Population and Sales of Pet Food 2006-2011


Chart 26 Regional Ranking of Pet Ownership 2011




TRAVEL HABITS

Getting Around

By the end of 2011, consumer expenditure on transport reached US$21.6 billion with around

30% of that spent on purchases of cars, motorcycles and other vehicles. This reflects the

popularity among consumers of owning private passenger cars. Higher disposable incomes

along with increasing levels of sophistication have resulted in more Colombians wanting to have

their own vehicles and using them to get around. Indeed, the number of car purchases

increased as income increased. In addition, public transport systems in most of cities are

perceived by consumers to be inefficient and sometimes even dangerous, a situation that has

also driven increased demand for cars. Of course, cars are still considered to be luxury items by

a good proportion of the population.

According to the economic journal Portafolio, more than 320,000 cars were purchased by

consumers in Colombia in 2011. This was estimated to be highest number of car sales in the

country‘s history. According to Proexport, this trend can be explained in part by the fact that car

prices declined by almost 15% in 2010, due to the stronger and more stable exchange rate of

the Colombian peso in comparison to the American dollar and consumers were quick to take

advantage.

Travel by road is principal means of transport for consumers in Colombia. According to the

Ministry of Transport, the country‘s road network exceeds 204,000 kilometres. Of this, only 15%

of roads are paved and in good condition; 8% are national highways; and almost 17% are

secondary regional roads. The remainder are local roads. In contrast, Colombia‘s rail network

has a total length of 3,104 kilometres of which only 1,672 kilometres are available for public

transport. Although it was once consumers‘ primary mode of transport, rail services in Colombia

are now very under-developed and unpopular.

Chevrolet and Renault are amongst the most preferred brands of Colombian consumers. As

most of the cars from these brands are manufactured inside the country, prices are fairly

competitive. Kia and Hyundai have become more popular in recent years, as these brands also



offer quality at relatively low prices. In the premium sector, the most preferred brands are BMW

(which controls almost 37% of the premium vehicles sales) and Mercedes Benz (which controls

almost 32% of premium car sales). Recently, Audi has become increasingly popular. According

to Proexport, more than 5,000 premium vehicles were purchased by consumers in Colombia in

2011.

Consumers consider in-car features and accessories to be important. Large and visible stereo

sound systems are often purchased as these features are often regarded by many to be status

symbols. Even if the consumer does not have a brand new car in the best condition, he will want

a strong sound system. Aluminium wheels are also an important accessory for many

consumers. At the same time, affluent car owners tend to prefer the simplicity of the original

vehicle design. Interestingly, consumers have not benefited from the use of ‗sat navs‘ and other

GPS accessories as they are not common in Colombia.

Workers from low-income households often prefer motorcycles to get around as they are

cheaper to use and maintain than passenger cars. As well, these are often the only types of

vehicles they can afford to buy. Motorcycles are also more convenient, as many low-income

households have no space for parking cars. Hence, motorcycles can easily be kept inside their

homes. Between 2005 and 2010, the number of motorcycles increased by 108% to reach 2.9

million in 2010. By 2011, the number of motorcycles in use was estimated to be 3.4 million.

Use of Public Transport

Many Colombians living in urban areas use public transport to get around. Indeed, between

2005 and 2010 consumer spending on buses, coaches and taxis grew by almost 24% and by

2011 spending reached nearly US$9.3 million. Public transport is mostly used by consumers

from low- and middle-income households. Colombia‘s transport options include taxis, buses and

busetas.

For the most part, air travel is considered a luxury by Colombians. According to Colombia‘s

Ministry of Transport, approximately 95% of all passengers travelling in Colombia opt for

travelling by road, while the remaining 5% use air services. Moreover, the improved internal

security has boosted land transportation and travelling by road is now considered to be an

interesting cultural activity by many Colombians as it allows them to explore and get to know a

little bit more about their country.

Regardless of the importance of land transportation in Colombia, the country still lacks an

adequate road infrastructure. One of the main obstacles is the country‘s mountainous and

irregular geography, worsened by issues such as corruption and violence in recent decades.

These issues have focused the attention and resources of the government on matters other

than the development of an adequate road infrastructure. Nevertheless, there are now several

infrastructure improvement projects underway. These include the construction of a transversal

road between Medellin and Quibdo and the expansion of the access road that connects

Buenaventura, the country‘s most important seaport, with the rest of the country.

The lack of development of the rail network can be explained in part by the lack of effective

government policies. According to the Ministry of Transport, rail services, which were used by

only 190,000 travellers in 2011, accounted for less than 0.5% of the total transport expenditure.

For the most part, these travellers ere passengers using ‗community trains‘, low-technology

carriages that transport people between rural municipalities.

As a consequence of the poor railway network, consumers must turn to buses and coaches

when they want to travel to different parts of the country. A wide range of companies provide

bus transportation services, including Expreso Palmira, Expreso Arauca and Expreso Trejos.

These companies connect the biggest cities and municipalities while providing passengers with

such amenities as bathrooms, televisions that play popular movies and adjustable chairs. Buses



are usually equipped with personal air-conditioning and heating systems, offering passengers

high levels of comfort.

Beyond commuting to and from work, a large number of Colombians use public transport to

get around in urban areas and city suburbs. Options include buses, busetas (smaller buses that

hold fewer passengers), taxis, minibuses and, in the case of some of the biggest cities,

integrated public transport systems. According to the National Department of Statistics, 34% of

consumers using public urban transport systems travel by bus whilst 30% travel via busetas

(busetas tend to be a little bit more expensive than buses). It is important to mention that, unlike

public buses or transportation systems in North America or Europe, public buses in Colombia do

not have fixed schedules on which passengers can rely. Any bus may stop at any bus stop and

the time it takes for a passenger to get to a particular place will be known by the previous

experience of the passenger. Medellin is the only city in the country with a modern railway

system for urban transport, known as the Metro de Medellin. Other cities offer rapid bus systems

consisting of several lines and numerous elevated stations in the centre of a main avenue.

Manizales and Medellin have also implemented a system known as Metrocable, normally

referred to as cable car or gondola lift.

Some consumers rent cars when they want to travel through the country. This option has

become increasingly popular as security concerns lessen. As most cities lack organised

transportation systems, renting a car often constitutes an efficient and relatively cheap way of

getting around. Companies such as Hertz, Localiza Rent A Car and Avis are amongst the

largest car rental agencies in the country.

Air Travel

Although it has traditionally been considered to be a luxury by most consumers, spending on

air travel increased by 42.5% between 2005 and 2010. In 2011, spending continued to increase

and reached US$1.6 billion. Among other factors leading to this growth, during the last decade

Colombian authorities have made great efforts to modernise the country‘s air travel

infrastructure, especially airports. As well, a number of low-cost air carriers have entered the

Colombian market. Aires, a Colombian airline which was acquired in 2010 by the Chilean group

LAN, follows a low-cost model and has more than 27 aircrafts operating on scheduled regional,

domestic and international flights. The low-cost airline EasyFly started operations in Colombia in

2007, offering limited services on domestic flights between some intermediate cities.

Additionally, the Colombian Civil Aeronautics deregulated the floor of air tariffs whilst

maintaining control over the tariff ceilings, granting airlines total freedom to offer the fares they

deemed appropriate. This had led to an increase on the number of travellers that use air

transportation in Colombia.

Lower fares have generated changes in the travel and holiday habits of many Colombians.

For instance, it is now more common for affluent consumers to travel to other countries for

shopping sprees, especially during the weekends. Miami and Panama City are among the most

preferred international destinations when it comes to shopping. It is also common for families to

fly during three-day weekends to destinations such as Medellin, Cartagena or Bogotá. Lower air

fares have also caught the attention of younger consumers. Younger travellers often travel

together with groups of friends to destinations such as San Andres, Cartagena and Santa Marta

on the Caribbean coast.

In 2011, the country was served by nine international airports, all with good passenger

capacities. Colombia also has important regional airports serving small and medium size cities.

In recent years, the responsibility to modernise and run the country‘s most important airports

has been awarded to national or international consortiums. For instance, the International

Airport El Dorado in Bogotá, the country‘s most important airport, is currently being expanded by

OPAIN, an international consortium. According to Colombia‘s Ministry of Transport, more than



15 million passengers travelled through this airport in 2010, of which 70% were domestic

passengers. In 2008, the Sociedad de Operadores de Aeropuertos Centro Norte signed the

concession contract for the operation and modernisation of seven airports in the central and

coastal regions of the country. Airports include Olaya Herrera Airport and Jose María Cordoba

Airport which serve Medellin and most of the region of Antioquia. Cali‘s city airport, Alfonso

Bonilla Aragon, is operated by the consortium Aerocali while Ernesto Cortissoz Airport in

Barranquilla is operated by ACSA.

Most airports are located inside the cities they serve and passengers can easily reach them

using public transport. In Bogotá, however, the city‘s rapid bus system Transmilenio still does

not reach the International Airport El Dorado and travellers must fine some other means of

transport. Most airports offer parking facilities that allow travellers to leave their vehicles at the

airport while they travel. All nine international airports in Colombia have duty-free shops with a

wide range of products for international travellers. Airports typically have food courts where

passengers may find many different types of restaurants, ranging from fast food to traditional

Colombian restaurants as well as restaurants serving international dishes. Passengers will also

find cafés such as Juan Valdez and Oma Goma, bookstores and gift and souvenir shops selling

traditional Colombian crafts. Most airports provide travellers with free Wi-Fi services in the

waiting areas, shopping areas and food courts.

In terms of domestic tourism, the Colombian market is perhaps one of the most competitive in

Latin America. The most popular airline in the country is Avianca (Aerovías del Continente

Americano). It is the largest airline in Colombia and it carried 57% of passengers on domestic

and international routes in 2010. Other important Colombian airlines include Satena and

AeroRepublica.

Chart 27 Kilometres Travelled by Road, Rail and Air Compared With Motorway Intensity, Petrol Prices and Number of Scheduled Airline Passengers Carried 2006-2011




Chart 28 Regional Ranking of New Car Registrations 2010




VACATION HABITS

Attitudes To Taking Holidays

Colombians enjoy taking holidays and going on vacations. The Colombian labour code states

that all employees are entitled to 15 holidays per year. It also states that all employees have the

liberty to choose the time and date when they would like to go on vacation. It is common for

more affluent consumers to take their vacations during the Christmas and Easter periods and

during the months of June or July. Package holidays are popular amongst consumers, reflected

by the spending growth of 32% between 2006 and 2011 reaching an average spend of

Col$14,292 per capita. Less affluent consumers usually take their holidays when they can as

they typically do not travel often. Indeed, for many consumers going on a vacation is considered

a luxury.

According to a recent study published by the Asociación Colombiana de Periodistas y

Escritores de Turismo, 52% of Colombians travel at least once a year. The study also stated

that, in 2010, of all Colombians travelling for tourism purposes only 52% travelled by air whilst

40% travelled using coach or bus services. Indeed, almost 80% of travellers used some type of

road transport to reach their final destination. According to the study, 65% of Colombian

travellers in 2010 travelled for tourism and leisure purposes whilst only 10% travelled for

business. The study also revealed that, for Colombians, pleasure and relaxation are the most

important features when going on vacation. The report concluded noting that the Colombian

consumers do not typically plan their vacations; they often improvise and organise them at the

last moment.

Main Holiday-taking Trends

The scope of family holidays in Colombia varies depending on household disposable income

and the age of their children. Traditionally, families that can afford it travel to warm-weather

regions where they can spend time at the beach or at the pool and enjoy the sun. Popular

destinations on the Caribbean coast include Cartagena, Santa Marta and San Andres as they



have a wide range of hotels to accommodate all budgets. Most families travel while their

children are on vacation from school, i.e., during Christmas, Easter and during the summer.

Most students also have one-week break in October and this is also a popular holiday time.

According to the trade press, more than 60,000 domestic tourists arrive to Cartagena every

December, a number corresponding to almost 25% of the total number of tourists that arrive in

the city every year.

It is also common for affluent consumers and their families to travel abroad for their vacations.

The United States is one of the most popular destinations, as most families enjoy going to the

amusement parks in places such as Florida. Resorts and hotels in some of the Caribbean

islands, such as Aruba, the Dominican Republic and Puerto Rico are also popular.

Younger people in Colombia also enjoy going on holidays. They tend to travel with a group of

friends or as a couple rather than with their parents or other family members. Their destinations

ultimately depend on their budgets. Whilst young consumers from affluent households often

travel abroad as backpackers, those with less to spend typically travel domestically.

Backpackers often travel through Europe or other South American countries such as Peru and

Argentina. Within Colombia, younger consumers often travel to parks in the Amazon and La

Guajira, as well as to Cañón de Chicamocha in Santander. According to Colombia‘s Ministry of

Tourism, in 2010 more than 650,000 Colombians visited the country‘s national parks.

Younger consumer segments also enjoy going on beach holidays with their friends. In this

case, younger travellers often rent an apartment close to the beach. In recent years, it has

become a common habit for Colombian students in their last year of high school to go on a

Senior Trip with their classmates. Students usually travel to coastal areas for one week and

usually stay in hotels. Whilst students from middle-income households usually travel to San

Andres, an island in the Caribbean, more affluent students usually travel abroad, going to Punta

Cana in the Dominican Republic or to Cancun in Mexico. Older consumers also enjoy travelling,

although they tend to have different interests than younger travellers. While they also enjoy

going to the beach and staying in holiday resorts, they also like the cultural aspects of travel.

Some of the popular destinations of older travellers include the United States, Europe and

Argentina.

Reduced air fares have resulted in Colombians going on shorter vacations more often. For

instance, it is now common for Colombians to travel to places such as Cartagena or San Andres

on the Caribbean coast for long weekends. Tourism in cities such as Bogotá and Medellin has

also increased significantly as a result of the availability of cheap flights to and from these

destinations. Travel agencies and airlines have also developed special tourism packages to

facilitate travel to these destinations, especially during any of the three-day weekends (known

as puentes) during the year.

An emerging trend in the Colombian travel sector is so-called ‗preventive tourism‘ which offers

consumers packages that include accommodation, healthy meals, spa treatments and

diagnostic tests. These include specific medical treatments for men, women (including pregnant

women) and children with different activities and diagnostic tests offered depending on the

needs of each customer.

Domestic Versus Foreign Holidays

According to the trade press, Colombian consumers have traditionally preferred to spend their

holidays in hot weather regions within the country. More affluent consumers tend to go to the

beach whilst low-income consumers, if they go on vacation at all, tend to go to less expensive

holiday resorts in warm regions, often close to home. However, in recent years large retailers

such as Almacenes Éxito and Carrefour have incorporated travel services into their product

portfolios and they now offer a range of inexpensive vacation packages. These often include

trips to the beach by bus or coach and accommodation in hotels at affordable prices. These



cheaper alternatives have become very popular. In 2010, according to a recent report from

Asociación Colombiana de Periodistas y Escritores de Turismo, only 25% of Colombians had

never been to the beach or to the sea in their lives.

Important advances have been achieved in terms of internal security that now allow

Colombians to travel domestically more often. Now, many Colombians enjoy travelling to the

countryside and to regions such as Boyacá or the Coffee Triangle for their holidays. Some

affluent families own farms in the countryside called fincas or plantation houses. Attractions

often include swimming pools, horseback riding, hiking and lakes for fishing. According to a

study published by Asociación Colombiana de Periodistas y Escritores de Turismo, 42% of

domestic travellers in Colombia stayed on farms or in countryside houses during their holidays

in 2010. This trend, known as ‗rural tourism‘, has become very popular. In addition to the wide

range of fincas, countryside areas have a large number of posadas, small and inexpensive

hotels. In the case of the Coffee Triangle, the construction of the International Coffee Park and

the National Agricultural Park has also boosted visitor numbers.

The choice of where to go for domestic holidays in Colombia does not depend only on factors

such as age and income. The choice also depends on the time needed to get to the destination.

For instance, rural destinations such as the Coffee Triangle or Boyacá can be easily reached by

road from most cities and these destinations are often chosen for holidays over long weekends

or Easter Week. Beach destinations, such as Cartagena, San Andrés and Santa Marta, are

usually chosen when tourists have more time as these destinations are farther away from most

cities. Travellers going to the Amazon go there when they can take at least four or five days off

from work as the region is far from most cities and can only be reached by air.

Despite the fact that Colombians need visas to travel to most of the countries in the world

(only 30 countries allow the entry of Colombians to their territories without visas) many

Colombians, at least those that can afford it, enjoy going on foreign holidays. According to a

recent article in the daily newspaper El Tiempo, almost 2.5 million Colombians took foreign

holidays in 2011, just more than 6% more than in 2010. According to a recent report from the

Colombian Association for Travel and Tourism, in 2010 nearly 38% of Colombians taking foreign

holidays travelled to the US, 12% travelled to Panama, 9.6% to Ecuador, 8% to Spain and 6.4%

travelled to Venezuela. The report also noted that Argentina, Peru and Mexico were gaining in

popularity.

The United States has traditionally been one of the preferred international destinations for

Colombian families on holiday. It is common for most parents to take their children on vacations

to Florida, where they can visit the various amusement parks, such as Disney World, Sea World

and Universal Studios. Cities such as Washington, D.C. and New York are also popular

destinations for families. Travelling to the United States has become cheaper for Colombians

during the last five years as a result of the Colombian peso being revalued.

European countries are also popular holiday destinations for Colombians who can afford to

go. Unlike the US, however, Europe is not a common destination for families with small children.

It is considered to be a more cultural, historical and educational holiday in which many small

children would have little if any interest. Colombians travelling to Europe are usually adults and

they tend to travel in large groups organised and coordinated by travel agencies.

Preferred Travel Methods

To the benefit of consumers who want to travel by air, the travel sector has become highly

competitive. Traditional airlines such as Avianca have had to lower their fares in the wake of the

success of low-cost air carriers such as Aires and EasyFly. The rising popularity of flying was

reflected in consumer spending on air travel growing by nearly 43% between 2005 and 2010. In

2011, spending continued to increase and reached US$1.6 billion.



Driving has traditionally been the common mode of transport when going on holidays for most

Colombians. Families travelling in Colombia often choose to travel in passenger cars when the

entire family is travelling together as air transport would be considerably more expensive

regardless of the lower fares. Although Colombians were once reluctant to travel by road due to

security concerns, the government has made significant progress in ensuring that travelling by

car is safer. Through the safe route programme Vive Colombia, Viaja por Ella (known as the

Caravanas Turísticas programme inside the country), the Ministry of Defence, the Ministry of

Tourism and the Ministry of Transport work together to provide closely guarded routes to

popular tourist destinations. By the end of 2010, 33 new routes had been established and

provided with security.

Travelling by coach or bus is a population option for consumers going on domestic holidays.

Indeed, for many consumers this is the only affordable mode of transport. According to the

Ministry of Transport, more than 15 million passengers travelled by bus in Colombia in 2011.

Bogotá‘s Department of Motor Vehicles reported that more than 10 million passengers used the

services of the city‘s bus terminal in 2010. Travelling by bus when going abroad is not a

common option for most Colombians. The country is only connected by two main roads with

Venezuela and through one main road with Ecuador. These are usually highly congested as

they are mostly used for the transport of cargo. Colombia is not connected by road with Brazil,

Peru and Panama as the borders are covered by tropical rain forests. According to the Ministry

of Tourism, of the almost 2.4 million Colombians that travelled abroad in 2010, only 321,000 left

the country through any of its land borders.

Popularity of Different Types of Holiday Activities

According to a recent study published by the Asociación Colombiana de Periodistas y

Escritores de Turismo, Colombians prefer to spend their holidays in places where they have

access to the beach and the sun. This is why Cartagena, San Andres and Santa Marta, all

located on the Caribbean coast, have traditionally been popular tourist destinations. On the

other hand, the study also revealed that Colombians are increasingly interested in eco-tourism.

Indeed, eco-tourism is now the number one option for two out of every five Colombians going on

vacation. This trend has been reflected in the high number of travellers visiting the country‘s

national parks. According to the Ministry of Tourism, more than 680,000 Colombians visit the

country‘s national parks at least once every year. The most visited parks are Corales del

Rosario and Tayrona, both located on the Caribbean coast. In these parks tourists can go

camping, fishing and hiking as well as visit the beach. At Tayrona National Park, tourists can

have direct contact with members of the native Indian tribes that still live in the region. The

National Natural Park Los Nevados is located in the Andean region of the country and it is the

third most-visited park in the country with more than 50,000 visitors every year. Tourists can

camp and hike and explore the different ecosystems than can be found at an altitude of 4,500

metres above sea level.

Chart 29 Domestic and Outgoing Tourist Expenditure by Sector 2006-2011




Chart 30 Regional Ranking of Holiday Takers 2011




FINANCIAL HABITS

Attitudes Toward Payment Methods

Most consumers, especially those from low-income households, have traditionally preferred to

pay with cash rather than use other payment methods such as cheques and financial cards.

Indeed, it is estimated that only 30% of the Colombian population has access to banking

services. Cheques were a common payment method used by affluent consumers, but even the

use of cheques is now minimal as cheque books have become more expensive. This has forced

most consumers to resort to cash or financial cards instead. Cheques are still used by some

small companies or organisations to pay their employees. Nevertheless, this practice has

become less common; most workers now have their wages and salaries deposited directly into

their savings accounts on a monthly or bi-monthly basis and they use debit cards to withdraw

their money from Automatic Teller Machines (ATM) machines.

Data Credito, the organisation in charge of managing the financial and credit information of

Colombian credit card users, reported that almost 85% of all credit card users in Colombia pay

their credit obligations on time. By December 2011, the number of credit cards in circulation in

the country increased to 6.2 million, of which 1.4 million were reported as blocked due to

payment delays. The Financial Superintendency (Superfinanciera) reported that only 2.3% of all

credit card users pay their balances at the end of each month, and that the rest carry their

balance over. The economic journal Portafolio reported that in 2011, Colombians paid for

purchases worth more than Col$20 billion using financial cards.

Store credit cards and co-branded cards have been well-received by many consumers and

their numbers are growing. Store cards provide consumers with significant discounts when they

use them to make purchases. One of the most well-known examples of this effort is the

partnership established by Almacenes Éxito (the country‘s largest retailing channel) and the

banking group Aval. This partnership allows Aval‘s clients to withdraw, deposit, pay and transfer

funds at Almacenes Éxito stores just as they would if they were at any other bank office or ATM.



However, the high cost of management fees in Colombia still discourages a vast number of

consumers from acquiring credit cards. The ‗cuatro por mil‘ (‗four every thousand‘) tax is levied

on all banking transactions. According to the trade press, this tax is one of the most significant

obstacles hindering the process of increasing the banked population and is primarily responsible

for Colombia having one of the highest levels of cash transactions in Latin America. The tax

provides a significant amount of revenue that the Treasury Department and it is easily collected

through a direct collection system. Consumers try to avoid this tax by using cash wherever

possible.

Colombians have traditionally used ATMs to withdraw cash from their bank accounts.

However, according to Portafolio the number of ATMs per capita in Colombia is low when

compared to other countries in South America. Portafolio reported that, by the end of 2011,

Colombia, with a population of nearly 47 million, had around 9,500 ATMs; Chile has the same

number of ATMs for a population of 16 million people. Portafolio also reported that of the 9,500

ATMs available in Colombia, only 200 were programmed to undertake different financial

transactions other than just withdrawing cash, such as making online payments and depositing

cash.

Colombia‘s Financial Superintendency has reported that banks continue to be the most

frequently used channel for consumer payments, but due to the increased levels of security

adopted by banks and financial institutions Colombian consumers have increased their levels of

trust in online payment methods. Convenience is the main factor that has encouraged

Colombian consumers to use online services. Indeed, more than 20% of all financial

transactions were conducted over the internet in 2010 and the Financial Superintendency

estimates that internet transactions will continue to grow at an annual rate of almost 10% over

the next several years.

Savings

The savings ratio in Colombia was nearly 7% in 2011, down from 8.2% in 2005. This slight

decline reflected the increased levels of spending and consumption seen in the country in recent

years, the result of higher levels of disposable income and economic stability. As well, most

Colombian consumers are not saddled with large debts; hence, spending is expected to keep on

increasing in coming years.

The most common financial instruments from banks used by Colombians to save their money

are savings accounts, current accounts and fixed-term deposits. According to Asobancaria,

almost 17.4 million Colombians had a savings account in 2011, making it the most important

instrument for savings in the country. The wide use of savings accounts over other banking

products is explained by the fact that employers deposit workers‘ wages and salaries directly

into their savings accounts. Thus, almost all workers have at least one bank account. Savings

accounts are also regarded by most Colombians as a safe and flexible way keeping their

money, as it allows them to use their money whenever they want it, unlike fixed-term deposits.

On the other hand, fund trusts have also become popular amongst savers during recent years,

as these provide higher interest rates than regular bank accounts but do not require the saver to

keep the money in the trust for a specific period of time.

Fixed-term deposits are considered to be an important saving mechanism but they are not as

widely used as traditional savings accounts. The interest rates for consumers depend on how

much time they are willing to keep their money in the bank. The longer the period, the higher the

interest rate. According to Ideas de Inversión, a financial consulting company, in 2011 almost

Clo$70 billion was held in savings accounts compared to Clo$55 billion in fixed-term deposits.

The company said that Colombian consumers tend to be very conservative when it comes to

investing their money and that they often prefer to deposit their savings in traditional and well-

known banking products.



Colombian consumers do not receive many incentives to increase their savings from the

government. Since the 1990s, interest rates have been kept low to maintain low levels of

inflation, stimulate consumer lending and to increase levels of consumption in the economy.

This has not helped savers. Some employers try to motivate their employees to save part of

their salaries in what are often known as ‗Employees Funds‘ or ‗Fondos de Empleados‘. These

funds operate as cooperatives and provide members with benefits, such as shopping discounts,

school products for employees with children, Christmas parties and travel discounts. Once an

employee quits his job or is in need of his money, his savings are returned. However, the

interest rates offered by these funds do not differ greatly from those offered by banks.

Loans and Mortgages

Low interest rates have helped spur the economic recovery in Colombia. Indeed, consumer

lending in Colombia continues to grow, reflected by the increase of 10% in 2010 over prior year.

Colombians are taking advantage of cheap loans by borrowing to buy durables, fund their or

their children‘s education and buy houses. Borrowing to buy a car is also popular, although

many Colombians are still cautious about incurring debt in order to have a car.

Most of the Colombian population, particularly those from low-income households, is

unbanked and it is common for some of them to look for alternative lenders. According to the

Ministry of the Treasury, alternative lenders are used by almost 45% of Colombians who do not

have access to the formal banking system. The Ministry also reported that alternative lenders

charge borrowers with 200% effective annual rates. The majority of loans offered by informal

lenders are used by borrowers to consolidate or close existing debts or to fulfil basic needs. To

counter alternative lenders, cooperatives, micro-lenders and new banking institutions such as

Bancamia, Procredit and Aval Gravammen Bank have designed financial products for low-

income consumers. Most of these products are known as ‗group loans‘ in which the loan is not

given to an individual but to a group of people. Given the social pressure, consumers feel

obliged to make their payments in a timely manner.

A high percentage of Colombians wanting to buy, expand or remodel their homes require

mortgage/housing lending. Low interest rates and the competitive banking market have made

mortgages and equity loans appealing to many consumers. The government is expected to

continue to provide incentives for consumers wanting to purchase new homes in order to

maintain the growth of the construction sector, one of the most important sources of

employment in the country. Asobancaria reported that in 2011 there were almost 15 million

mortgage loans in Colombia, of which only 170,000 were rated as high-risk. Asobancaria also

reported that 14.1 million mortgages were rated as normal-risk loans.

It is often difficult for low-income consumers to get a mortgage in Colombia, as banks or

financial institutions often require the borrower to have savings or liquidity for 30% of the value

of the new home. In order to help low-income consumers get mortgages, the government has

created a programme often referred to as ‗Mortgage Aids‘. Every year, the fund distributes

money to low-income consumers who have applied to and qualified for the programme.

Chart 31 Consumer Lending Compared with Savings and Savings Ratio 2006-2011




Chart 32 Regional Ranking of Financial Cards in Circulation 2011

Consumer Lifestyles - Colombia (Mar 2012)

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