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Learning ....................................................................................................................................... 3 School Life ................................................................................................................................ 3 University Life ........................................................................................................................... 5 Adult Learning .......................................................................................................................... 7 Chart 3 Chart 4 Number of Students in Higher Education and Expenditure per Student in PPP Terms 2006-2011 ............................................................................. 7 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 Chart 6 Chart 7 Employed and Unemployed Population and Labour Force Participation Rate 2006-2011 ..................................................................... 13 Regional Ranking of Female Employment Rate 2011 ................................ 14 Population Aged 15-64 Compared With Old-Age Dependency Ratio 2000-2020 .................................................................................................. 14
Eating Habits .............................................................................................................................. 15 Dining in.................................................................................................................................. 15 Dining Out ............................................................................................................................... 16 Caf Culture ........................................................................................................................... 17 Snacking Habits ...................................................................................................................... 17 Attitudes Towards Food .......................................................................................................... 18 Chart 8 Chart 9 Per Capita Expenditure on Consumer Foodservice by Chained and Independent 2011 ...................................................................................... 18 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 Chart 11 Per Capita Consumption of Alcoholic Drinks and Soft Drinks by Category 2011............................................................................................ 22 Regional Ranking of Alcoholic Drinks Consumption: Off-trade vs Ontrade 2011 .................................................................................................. 22
Grooming Habits ........................................................................................................................ 23 Attitudes Towards Personal Care ........................................................................................... 23 Attitudes Towards Beauty ....................................................................................................... 24
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Male Grooming ....................................................................................................................... 25 Use of Hair Care Salons, Spas, Nail and Beauty Parlours ..................................................... 25 Chart 12 Chart 13 Value Sales of Beauty and Personal Care Key Categories 2006-2011 ...... 26 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 Chart 15 Consumer Expenditure on Clothing and Footwear 2006-2011................... 29 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 Chart 17 Growth in Public and OTC Expenditure on Pharmaceuticals Compared With Healthy Life Expectancy at Birth 2006-2011 .................... 33 Regional Ranking of Obese and Overweight Population 2011 ................... 34
Smoking Habits .......................................................................................................................... 35 Smoking Prevalence ............................................................................................................... 35 Attitudes To Smoking.............................................................................................................. 35 Chart 18 Chart 19 Smoking Prevalence Amongst Men and Women 2006-2011 ..................... 36 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 Chart 21 Importance of Hypermarkets, Supermarkets and Discounters within Grocery Retailing 2011 .............................................................................. 42 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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Pet Ownership Habits ................................................................................................................. 50 Attitudes To Pet Ownership .................................................................................................... 50 Chart 25 Chart 26 Pet Population and Sales of Pet Food 2006-2011 ..................................... 51 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 Regional Ranking of New Car Registrations 2010 ..................................... 56
Chart 28
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 Chart 30 Domestic and Outgoing Tourist Expenditure by Sector 2006-2011 ............ 60 Regional Ranking of Holiday Takers 2011 ................................................. 61
Financial Habits .......................................................................................................................... 62 Attitudes Toward Payment Methods ....................................................................................... 62 Savings ................................................................................................................................... 63 Loans and Mortgages ............................................................................................................. 64 Chart 31 Chart 32 Consumer Lending Compared with Savings and Savings Ratio 20062011 ........................................................................................................... 64 Regional Ranking of Financial Cards in Circulation 2011 ........................... 65
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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 Fundacin para la Educacin Superior y el Desarrollo (Fedesarrollo), in December 2011 consumer confidence in the outlook for the countrys 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 Bogot 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 slowerthan-anticipated economic recovery of the United States, the countrys most important trading partner. As well, Venezuelas exit from the Andean C ommunity of Nations in 2011 was seen by many as having a negative effect on Colombias exporting companies, which employ a great number of workers.
Misery Index
In 2011, Colombias 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. Colombias 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, Colombias 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 countrys economic performance improves and as the economy in the US, Colombias most important trading partner, rebounds. Chart 1 Consumer Confidence Index 2006-2011
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Source: Note:
Fedesarrollo Consumer Confidence Index measures consumers' levels of optimism regarding current economic conditions and the direction of the economy.
Chart 2
Source: Note:
Euromonitor International calculated by adding the countrys unemployment rate to its inflation rate.
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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, Colombias 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. Colombias government finances approximately 85% of all elementa ry 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
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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 Colombias 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 technologyrelated 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
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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 Educacin Abierta a Distancia long-distance learning programmes. According to Colombias 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
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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 Colombias 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 e ducation after they obtain their Bachelors degree. Unlike public universities, where the tuition is calculated as a percentage of the students 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 centres 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
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Source:
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Chart 4
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WORKING HABITS
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Working Conditions
Colombias 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 Colombias 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 employm ent. According to Colombias 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 Colombias 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 1 5% of the employees 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 employees salary, with 8% paid by the employer and 4% deducted from the employees 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 employees 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 Compensacin 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-
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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.
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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, Colombias 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 Bogot, 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, Colombias 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.
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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 worlds 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 citys 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.
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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 Colombias 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 (Compaas 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
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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 nontraditional 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
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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.
Caf 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 (Federacin 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 cafs operating in urban areas. It is now common for consumers of all generations to have coffee at cafs after work or school or even over the weekend. Among the popular varieties are caf 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 cafs 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 buuelos are also typical bakery snacks and these are popular accompaniments for coffee. Cafs 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 cafs 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 Caf Oma are amongst the most popular caf chains in Colombia. Tiendas Juan Valdez is owned by the Federacin 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. Caf Oma is a popular gourmet chain which has more than 158 establishments in the principal Colombian cities. Smaller and more traditional cafs serving various types of coffee and dessert are also common in most urban areas. Usually smaller cafs 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
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to eat Colombian biscuits for snacks, such as buuelos 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, buuelos 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.
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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 Colombias 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. Postobn is the leader in the soft drinks sector in Colombia. This company produces carbonated drinks called gaseosas (flavours include apple, orange, lemonade, grape, tamarind
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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.
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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
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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 highpriced products tend to be too expensive for the average female consumer. Clinique, Lancme and LOccitane 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.
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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 mens grooming products was reflected by the increase of 7% in value sales of mens 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 eyecontour 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.
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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 esttica), offer a range of aesthetic and medical ambulatory treatments such as acupuncture, mesotherapy and liposuction through laparoscopy. To pro tect 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
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Chart 13
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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.
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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 Cortzar, Alfredo Barraza and Hernn 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
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Regional Ranking of Consumer Expenditure on Clothing and Footwear as a Proportion of Total Consumer Expenditure 2011
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while 3.6% suffered from diabetes. As well, 41% of Colombians did not participate in any sport or physical activity.
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were filed against all of Colombias Social Security System Institutio ns 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.
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
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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 Corazn 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
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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
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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
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Chart 19
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SHOPPING HABITS
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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, Bogot 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 Bogot. 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 wellknown shopping centres in Bogot include Centro Comercial Andino, El Retiro, Santa Fe and Gran Estacin. Medellin, the second largest city in Colombia, also has attractive up-market shopping centres, including El Tesoro and Centro Comercial Oviedo.
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wide range of products, including detergents, cereals and salt, are sold under the stores 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 xito 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 lowincome 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 familys attention and get them into the store) and gastronomic festivals in which consumers try new foods.
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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 lowincome consumers, particularly when money is tight.
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 priceconscious) it is common for consumers to visit specialist outlet centres featuring brand name stores such as Armi, Pronto, Chevignon, Diesel, Levis, 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
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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 xito, 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 lowincome 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 Lancme 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
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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.
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traditional meal and drink inside their homes. New Years 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 Years 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.
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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 Boyac Holiday (7 August) and the holiday that commemorates the Independence of Cartagena (11 November). Independence Day commemorates Colombias 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 Boyac 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 girls15th 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. Colombias 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
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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 Bogot 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. Bogot 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 Bogot 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 Bogot 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 Colombiawhere 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
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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 homesdeciding which plants to grow or where to grow them or going shopping for plants, fertilizers and gardening toolsthey 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 jardinera). 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
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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
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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
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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.
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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 countrys 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 Bogot. 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 countrys most important airports has been awarded to national or international consortiums. For instance, the International Airport El Dorado in Bogot, the countrys most important airport, is currently being expanded by OPAIN, an international consortium. According to Colombias Ministry of Transport, more than
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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 Mara Cordoba Airport which serve Medellin and most of the region of Antioquia. Calis 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 Bogot, however, the citys 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 cafs 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 (Aerovas 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
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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 Can de Chicamocha in Santander. Ac cording to Colombias Ministry of Tourism, in 2010 more than 650,000 Colombians visited the countrys 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 Bogot 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.
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cheaper alternatives have become very popular. In 2010, according to a recent report from Asociacin 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 Boyac 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 Asociacin 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 Boyac 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 Andrs 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.
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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 Tursticas 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. Bogots Department of Motor Vehicles reported that more than 10 million passengers used the services of the citys 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.
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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. Colombias 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 Inversin, 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 wellknown banking products.
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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.
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Source:
Euromonitor International
Chart 32
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Source:
Euromonitor International
Euromonitor International