Lectura #2

Consumer Lifestyles in Colombia
June 2023
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at time of publication: June 2023
CONSUMER LIFESTYLES IN COLOMBIA 33
Scope
This report is part of a series of 4 highly-visual reports covering the 40 markets surveyed in the Consumer Lifestyles offers valuable insights
annual Voice of the Consumer: Lifestyles survey. into key consumer attitudes and current
thinking, and their impact on purchasing and
consumption habits; quantifying behaviours,
Lifestyles Country Report Series
Draws together insights from across the Lifestyles survey and preferences and motivations and aligning
Consumer Lifestyles provides takeaways on key trends. them with broader trends.
Reviews shifting consumer traits and values that influence

Consumer Values and
purchasing and consumption behaviours. (Visual only
Behaviour
report)
Explores consumers beyond their demographic profile and

Consumer Types provides a different perspective on shopping habits and
path to purchase.
Connects survey insights with Euromonitor’s 10 megatrends, Disclaimer

Megatrends including case studies highlighting how companies are Much of the information in this briefing is of a
responding to changing attitudes and expectations. statistical nature and, while every attempt has
been made to ensure accuracy and reliability,
Euromonitor International cannot be held
responsible for omissions or errors.
Note: In the Lifestyles survey, respondents provide their age within 5-year increments (15-19, 20-24, 25- Figures in tables and analyses are calculated
29, etc). Given these parameters, generations cited in this report series are defined as follows: Generation from unrounded data and may not sum. Analyses
found in the briefings may not totally reflect the
Z: aged 15 to 29; Millennials: aged 30 to 44; Generation X: aged 45 to 59; Baby Boomers: aged 60+
companies’ opinions, reader discretion is advised.
Contents
Consumer landscape
Personal traits and values
Home life and leisure time
Eating and dietary habits
Working life
Health and wellness
Shopping and spending
Consumer landscape in Colombia 2023

Population by Generation (% of total) Median Age: Fertility Rate: Old-age Dependency Ratio
30% Years Children per Women 40%
25% 33.3 1.7 2040
20% Life Expectancy at Birth:

2023
15% Men Women 2000
10% 74.6 80.4
0%
5% Households by Ownership 2000 2023 2040
0%
Generation Generation Z Millennials Generation X Baby Boomers Largest Cities (by % of total population)
Alpha Owned
% of total population
Rented 0% 10% 20% 30%
Total Population Number of Households
Bogota
51.8M 18.3M Medellín
Cali
Urban vs Rural Spending per Household (USD) Households by Type Barranquilla
100% Cartagena
Non- Other
USD8,325 Bucaramanga
essentials
Cúcuta Avg
Couple with Children
Food USD2,370 Pereira disposable
Single Person Ibagué income
Housing USD2,078 Santa Marta Colombia
Single-Parent Family
Couple without Children 0 5,000 10,000
0% 0 50 100
% of total consumer expenditure Disposable income per capita (USD)
2000 2023 2040
0% 25% 50% % of Total Population
Source: Euromonitor International from national statistics Disposable Income (USD per Capita)
Note: Data for 2023-2040 are forecasts

Most consumers remain unsettled as household budgets are
squeezed by rising prices, a result of high inflation rates, the recent
stifling increase in the cost of energy and the negative knock-on
effect of the war in Ukraine. Reflecting their concerns, 26% say they
are actively involved in political and social issues and 27% say they
donate to non-profits/charities. While 38% of respondents,
including 37% of Gen Z, say they believe the world will be a more
dangerous place in future, 62% nevertheless say their lives will be
better in future.
Concerns about the impact of climate change are influencing
consumers’ choices, with many voicing their strongly-held views via
conscious consumerism, with 65% feeling they can make a
difference through their choices and actions. Looking ahead, 36% of
respondents, including 39% of Gen Z, say they believe that climate
change will affect their lives even more in future than it does now.
Reflecting a growing interest in brands, 30% of respondents in
Colombia say they enjoy being actively engaged with brands, with
68%, including 67% of Gen Z, saying they engage with brands to
influence product innovation and 71% only buying from brands they
trust completely.
Consumers under pressure and reviewing their priorities

Consumers under pressure Personal values
n = 1,002; % of respondents n = 1,002; % of respondents
100%
80%
60%
I am concerned that the
40%
cost of everyday items are
going up 20%
0%
Take health and Feel they can Looking for ways Like to enjoy life Willing to spend Enjoy spending
safety precautions make a difference to simplify their and don’t worry money to save money rather
when they leave to the world life about planning for time than save it
home through their the future
choices and
actions
Colombia Global
I am financially secure Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January – February 2023
0% 50% 100% Consumers are becoming ever more price- 24% of respondents, including 28% of Millennials,
conscious as inflationary pressures drive up costs. say they feel under constant pressure to get
Agree Strongly Agree
Only 10% of respondents said they intended to things done. In a move to create more balanced
Disagree Strongly Disagree
increase their overall spending over the next 12 lives, 59% reported setting a strict boundary
Neither Agree or Disagree
months, with 55% hoping to save more. between their work or school life and their
Source: Euromonitor Voice of the Consumer: Lifestyles Survey,
fielded January – February 2023 personal life.
"Time for myself" remains a high priority

Ranking of time priorities by generation
n = 1,002; % of respondents Additional insights on personal traits and priorities
Consumers in Colombia feel it is important to prioritise time
for themselves, with 52% citing enjoying personal time among
their top three priorities, including 53% of Gen Z and 48% of
Millennials. 46% say they regularly spend time on their
hobbies (at least weekly).
There is increased focus on opportunities to travel since travel

restrictions have been lifted. 18% of respondents, including
18% of Gen Z want to find time to travel. This has led to 28%
expecting to increase their spending on travel over the next
12 months.
48% of consumers are dedicating time to their favourite

activities: 19% say they expect to increase visits to the cinema,
29% are taking part in online video gaming, 71% are streaming
content and 16% are engaging with metaverse platforms at
least weekly.
Spending time with friends is a top priority for 11% of

▪ Time for my favourite activities ▪ Time to travel ▪ Time with friends consumers, including 18% of Gen Z. 58% say they meet up
▪ Time for myself ▪ Time with children ▪Time with parents with friends and 28% entertain friends in their homes
▪ Time to volunteer ▪ Time with extended family regularly (at least weekly). 18% expect to increase visits to
▪ Time for work ▪ Time with spouse or partner restaurants and 29% order food for home delivery (at least
weekly).
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January – February 2023
10
Identity, status and values reflected in consumer attitudes and behaviour

Consumer identity and status Personal values
n = 1,002; % of respondents (Agree/Strongly Agree with these statements) n = 1,002; % of respondents
80%
It is important to experience 60%

cultures other than their own 40%
Their identity is accepted by society 20%
(eg, gender, age,
race/ethnicity/religion, income) 0%
I take health and I give back to those I only buy from Being active in the I am actively
safety precautions in need companies and community is involved in political
Feel comfortable expressing their when I leave my brands that I trust important to me and social issues
identity with friends and family home completely
Gen Z Millennials Gen X Baby Boomers
Spiritual beliefs are an important
part of life Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January – February 2023
Want products and services that Many consumers place great value on the appearance of personal success and
are uniquely tailored to them achievement: 27% of respondents (compared to 27% globally) say it is important to
them that other people think they are doing well.
Like to be distinct from others 55% of respondents who say they prefer online virtual experiences; also said they
It is important to cultivate their prefer to communicate online rather than face to face or by phone and 30% said
personal brand online and to they use AR or VR to enhance their shopping experience.
manage others’ perceptions
Prefer to be anonymous online Of the 33% who prefer to be anonymous online, 63% said they actively manage
(e.g.use an avatar or pseudonym data sharing and privacy settings according to their preferences, this includes 63%
on social media) of Gen Z.
0%30% 60% 90% Of the 60% of respondents who said they give back to those need, 30% said they
Colombia Global donate to non-profits and charities and 29% said they buy from brands that
fielded January – February 2023 support social and political issues that are aligned with their values.
11
Consumers appreciate innovation and look for new experiences

Brand engagement Attitudes towards experiences
n = 1,002; % of respondents (Agree/Strongly Agree) n = 1,002; % of respondents
100%
Like to try new products and
services 50%
0%
Extensively research the Value real Feel it is Seek curated Feel it is Shop in stores Value online Prefer online
products and services I world important to experiences important to that create virtual virtual
consume experiences experience that are spend money engaging experiences experiences to
other cultures tailored to their on experiences experiences real world
tastes experiences
Want to engage with brands
to influence product Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January – February 2023
innovation
20% of consumers prefer to use a brand or company social media account or website to find
out information on a brand or product. This includes 24% of Gen Z and 23% of Millennials.
Prefer branded goods to
non-branded alternatives
50% of respondents, including 56% Millennials, say they extensively research the products
and services they consume. Of those that say this, 64% will only buy from companies and
brands they trust completely.
Like to be actively engaged
with brands When considering purchasing products or services, 27% of respondents say they make their
purchasing decisions based on a brand or companies' social and political beliefs.
0%20% 40% 60% 80%
Of the 56% of consumers that said they valued online virtual experiences to real world
Colombia Global
experiences, 20% of these said they expected to increase their spending on experiences over
fielded January – February 2023 the next 12 months.
12
Millennials have a more positive outlook on their future

Future outlook by generation
Generation Baby
Gen Z Millennials
X Boomers
65% 64%
of consumers in Colombia expect to be
I will be happier of overall respondents, including 71%
62% 71% 69% 56% better off financially in the future, this
than I am now Millennials, expect to be happier in
includes 69% of Millennials.
the future than they are now.
I will be better off Among this
61% 69% 66% 58% Among these respondents 71% also say
financially cohort 39% say they place earning a high
that they will have more free time in
salary in their top three work-related
the future. This includes 58% of Gen Z.
I will have more priorities.
free time for 43% 61% 60% 54%
myself
I will work less

than I do now
23% 31% 41% 42% 42% 38%
of consumers, including 39% of Gen Z,
of the respondents expect that the
feel that more of their everyday activities
My life will be world will be a more dangerous place in
61% 65% 67% 52% will shift to be in-person in future.
better future.
Among this group 10% selected working
78% are worried about climate change
More activities with people like them as a work-related
29% 20% 25% 25% and 47% think there will be more
will shift online priority and 27% said they would take an
political unrest in their country in future.
in-person class to learn a new skill.
fielded January – February 2023
Personal traits and values survey highlights
Gen Z Gen X
▪ Give back to those in need (56%) ▪ Want products and services that are uniquely
▪ Pefer branded goods (36%) tailored to them (43%)
▪ Prioritise time with parents (45%) ▪ Value real world experiences (82%)
▪ Feel they will have less free time in future (30%) ▪ Extensively research products and services they
▪ Feel under constant pressure to get things done consume (52%)
(32%) ▪ Prioritise time for themselves (52%) and with
▪ Say climate change will impact their life more than children (57%)
it does now (39%) ▪ Are reducing their meat consumption (33%), and
try to use less water (59%)
Millennials Baby Boomers
▪ Are willing to spend money to save time (41%) ▪ Prefer living in the real world to participating in
▪ Search for ways to simplify their lives (67%) virtual online experiences (74%)
▪ Like to try new products and services (67%) ▪ Prioritise time for their partner or spouse (51%),
▪ Make their purchasing decisions based on spending time with extended family (18%)
brands/companies’ social and political beliefs ▪ Expect they will have more free time in the future
(29%) (54%) and that more of their everyday activities
▪ Prioritise time for their favourite activities (25%) will shift to online platforms (25%)
▪ Try to offset their carbon emissions (24%) ▪ (62%) said they recycle items and (65%) said they
use sustainable packaging
15

Consumers are choosing to spend more of their leisure time at home,
regularly engaging in activities ranging from watching or streaming TV
or other content (cited by 79%) to playing video games (42%) to
entertaining friends and family (28%) (at least weekly). At the same
time, consumers do not tend to spend all their leisure time at home:
44% of respondents say they regularly go out shopping for leisure;
33% go to the cinema; 14% go to concerts or to the theatre; and 31%
visit restaurants (at least weekly).
Beyond expanding their at-home leisure activities, many consumers
are now also shifting activities that they once considered to be “out
of home” including work (48%) and exercise (65%), into their living
spaces. Reflecting the need to comfortably accommodate these new
domestic activities, 25% say having multifunctional space is an
important home feature.
Consumers are increasingly appreciating the convenience and
efficiency that smart home technology brings to their homes. 29% say
they already own smart home appliances, while 19%, including 22%
of Gen Z, say they consider smart home functionality an important
home feature and 15% say they own an in-home virtual assistant
device.
16
Active households are driving consumers to invest more in their home spaces
Home activities by generation
n = 1,002; % of respondents (at least weekly)
Additional insights on selected home-based activities
Of the 79% of respondents who say they watch TV shows or
movies at home at least weekly, 37% subscribe to online
streaming services (Netflix, Disney Plus, Hulu, etc), 70% are
made up of Gen Z and 80% of Millennials.
Exercise is an especially popular home activity (61% females vs

70% males exercise at home at least weekly). Gen X are overall
more likely to exercise at home compared to other
generations.
44% of respondents who said that they engage in their

interests and hobbies (eg gardening, knitting, crafts, etc) every
week, 40% said they would prefer to live in a home with
outside space.
Of the 48% of respondents who said that they work from

▪ Study knitting, crafts, etc) ▪ Shop online home and 54% of respondents who said that they study at
▪ Connect with friends or ▪ Entertain friends and family ▪ Cleaning and domestic home (at least weekly), 29% also said that they would look for
family virtually on the phone, who do not live with me chores
a multifunctional work-live space) in their ideal home.
Skype, WhatsApp, etc ▪ Exercise ▪ Take an online or virtual
▪ Hobbies (eg gardening, ▪ Play video games fitness class
17
Consumers spend a good part of their leisure time engaging with friends online and offline
Frequency of leisure activities Leisure time spent online
n = 1,002; % of respondents n = 1,002; % of respondents (at least weekly)
Socialise with friends in 80%
person
Go shopping for leisure 60%
Take a class or attend a

40%
lecture
Go to a sporting event 20%
Go to the cinema 0%
Socialise with Take part in Visit or update Take a virtual Engage with Visit an online Attend virtual
Take a day trip friends online online video social class/attend a metaverse dating or events/concerts
gaming networking sites lecture online platforms matchmaking
website or app
Volunteer Gen Z Millennials Gen X Baby Boomers
Go to a museum or art
gallery
Go to a concert or to the
theatre
0% 20% 40% 60% 80% 100% 58% of respondents said that they socialise with 72% of respondents said they visit or update their
At least weekly 1-3 times a month friends in person at least weekly, 21% also said social networking sites every week, this includes
Once every few months Rarely they intended to increase their spending on trips to 66% of Gen Z. 39% of this cohort also said they
Never
the cinema, concerts, or the theatre and 22% on share their data online in order to receive
fielded January – February 2023 spending on experiences. personalised and targeted offers or deals.
18
Outside space is very important for all generations

Most desirable home features by generation
n = 1,002; % of respondents Additional insights on ideal home features:
Outside Space
38% of respondents that live with children aged 0-17 said
Energy Efficiency outside space is among their ideal home features.
Garage/Indoor Parking
Of the 27% consumers who prioritise energy-efficient
homes, 49% also said they were trying to reduce their
Smart Home Functionality energy consumption by using energy-efficient products.
Multifunctional Space
12% of consumers who said they prefer their homes to
have minimalist design, 51% also said they regularly study
Minimalistic Design
at home.
On-site Fitness
Among those who desire multifunctional space, 65% said
Outdoor/Street Parking they regularly exercised at home, and within this group,
27% rent their homes and 54% own their homes.
Sustainable Materials
Of consumers that value smart home functionality, 21%

Shared Living Space also said they remotely monitor or control home
0% 20% 40%
appliances every day, and 24% said they feel comfortable
Generation Z Millennials Generation X Baby Boomers
sharing their personal data with private companies.
19
Access to green spaces is especially valued by older cohorts

Ideal home location and access to services by generation
n = 1,002; % of respondents Additional insights on home preferences
Safe location 16% of consumers want to live in areas with clean air. 34%
of these consumers prefer to buy products and services
produced by purpose-driven brands/companies (those
Access to green with sustainability commitments that go beyond economic
spaces profit).
Proximity to public 35% of respondents who said that proximity to public

transport transport is among their top priorities when thinking about
an ideal home, 38% of these consumers also said that they
are trying to reduce carbon emissions by driving less or
Urban or inner city
location taking public transportation.
11% of respondents who said that suburban location is

Rural location among their top priorities when thinking about an ideal
home, 37% also said that they expect to work from home
in the future.
Location with
limited air pollution
Access to green space was considered important to the
58% who say they regularly walk, or the 38% who run or
Suburban location jog or exercise.
0% 20% 40% 60% 80%
20
Demand for domestic leisure trips remain strong as consumers stay closer to home
Most important travel features
n = 1,002; % of respondents
40%
30%
20%
10%
0%
Relaxation Immersion in Quality of food or All-inclusive Nature and Group tours and Able to book Urban area Family-oriented Arts and heritage
local culture dining at hotels and outdoor activities activities holiday package or child-friendly
destination resorts
Colombia Global
Number of domestic and international leisure trips in the previous 12

months
Did not take this type of trip Baby boomers Gen X
Are more interested in arts and heritage Are more interested in city breaks
1-3 trips 34% of respondents who said that While partner or spouse is the
they took an international leisure most popular travel companion
4+ trips trip in the previous 12 months also overall, travel with friends holds
said they expect to increase their the most appeal for Gen Z (22%),
0% 20% 40% 60% 80% spending on travel in future. and Baby boomers are less likely to
Number of International personal trips Number of domestic personal trips travel alone (7%) than other
generations.
Home life and leisure time survey highlights
Gen Z Gen X
▪ Socialise with friends in person at least weekly ▪ Say they travel with a partner/spouse (72%), and
(29%) (69%) said they travel with their children
▪ Take an online virtual fitness class at least weekly ▪ Say their preferred travel destination feature is
(23%) relaxation (28%), as well as arts and heritage (8%)
▪ Study at home at least weekly (69%) ▪ Access to green space near their home is a top
▪ Cite minimalist design among their top three ideal priority (55%)
home features (16%) ▪ Go shopping as a leisure activity at least monthly
▪ Cite shopping among their top travel destination (51%)
features (8%)
▪ Watch TV shows or movies (on TV, computer, ▪ Have a pet living at home (54%) and look for
smartphone, or other device) at least weekly (79%) holidays that offer nature and outdoor activities
▪ Exercise (65% do so at least weekly) (25%)
▪ Go shopping for leisure at least monthly (50%) ▪ Engage in hobbies (50% do hobbies at least
weekly)
▪ Take a day trip at least monthly (28%)
▪ Say they typically travel with their children (56%)
▪ Say that multifunctional space (work-life space) is
among their top three ideal home features (25%) ▪ Cite safe location (69%) and energy efficiency
(28%) among their top three home priorities
23

Unhealthy eating habits and more sedentary lifestyles are
prompting many consumers to look for ways to manage their
weight. 19% of respondents say they are on a diet trying to lose
weight while 38% say they actively monitor what they eat in order
to manage their weight. Similarly, there is also an increased focus
on healthy ingredients, with 44% closely reading the nutrition labels
on the products they consume.
For a variety of reasons, including personal health, rising prices and
sustainability, many consumers are focusing on the proportion of
meat in their diets. 28% say they are trying to reduce their meat
consumption while 12% say they now eat meat (and fish) only
occasionally.
As grocery budgets continue to be squeezed by rising food prices.
22% of respondents say they regularly seek private label and low-
cost products when they shop. 68% of consumers cook or bake at
home at least weekly rather than dine out. In addition, 26% say they
reheat/prepare ready meals to save time and effort. Of course,
many are still tempted by the convenience of ordering in: 29% say
they regularly order food for home delivery while 26% are regularly
ordering food for takeaway or pick up ready-made food to eat at
home.
24
Consumers pay more attention to the health benefits of the foods they eat
Relationship with food Of those that actively monitor what they eat in order to manage their weight:
n = 1,002; % of respondents n = 380; % of respondents
100%
I actively monitor what I
eat in order to manage my 80%
weight 60%
40%
20%
I keep track of the calories
0%
in the food that I eat
Look for healthy Take vitamins/ Are willing to pay Use an app to track Visit health-related
ingredients in food supplements daily/ more for healthy food my health or fitness at medical sites at least
and beverages almost daily features least weekly weekly
Colombia Global
I am on diet trying to lose
weight
38% of overall consumers actively 14% of overall consumers, compared
monitor what they eat to manage to 17% globally, seek to reduce their
their weight. 32% of these alcohol consumption. 7% of these
consumers also said they use an app consumers are 60+.
I am diabetic to track their health.
19% of overall consumers 25% of consumers (compared to 25%

(compared to 20% globally) say they globally) keep track of the calories in
0% 10% 20% 30% 40% 50% are on diet trying to lose weight. the food that they eat. 62% of these
Baby Boomers Gen X Millennials Gen Z 65% of those on a diet also engage consumers closely read the nutrition
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, in physical exercise at least weekly. labels on foods they consume.
25
Lack of time to buy groceries and prepare home-cooked meals impacts meal choices
Barriers to cooking by generation
n = 1,002; % of respondents (at least weekly) Additional insights on cooking habits
Although a large proportion of consumers still prepare and eat
meals at home, 12% would rather spend their time doing things
other than cooking, this includes 15% of Gen Z and 13% of
Millennials. Additionally, 7% of Gen Z and 8% of Millennials said
they typically replace meals with snacks.
37% of Gen Z, 30% of Gen X and 35% of Baby Boomers said

they do not cook for themselves as they have someone else in
their household who cooks for them.
Lack of cooking skills is another major obstacle to cooking at

home, as 18% of Gen Z and 13% of Baby Boomers say they do
not cook very well. 17% of males cited it as a major obstacle to
cooking, compared to 12% of females.
▪ I do not cook very well ▪ I prefer to order food for delivery

▪ Eating at a restaurant is more convenient ▪ I do not have time to cook In many instances, accommodating busy lifestyles influences
▪ I do not like to cook ▪ Food from restaurants tastes better consumers’ dining choices: 10% (compared to 13% globally) say
▪ I do not have time to shop for groceries ▪Someone else in my household typically going out to eat at a restaurant is more convenient, 6% prefer to
▪ Ordering food for delivery is more cooks for me order food for delivery, and 22% say they do not have time to
convenient cook.
26
Home cooking most regular choice but demand for snacks and restaurant food booming
Eating and snacking habits Food preparation habits
n = 1,002; % of respondents (at least weekly) n = 1,002; % of respondents (at least weekly)
I typically eat snacks at home Cook or bake
Reheat or prepare a ready meal
I typically eat snacks while Eat at a restaurant

watching TV/streaming
Order food for home delivery
I often snack during the day in Order food for takeaway or pick up ready-
made food to eat at home
between meals
0% 20% 40% 60% 80% 100%
At least once a day Weekly 1-2 times a month Less than once a month Never
I look for snacks that are Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January – February 2023
convenient to take and eat
outside the home For several reasons, including the need for more convenient and time-saving
options, 5% of consumers say they sometimes replace typical meals with snacks.
I typically eat snacks while I am at 49% of respondents also say they typically snack while at work and 30% look for
work snacks that are convenient to take with them when they leave home.
As patterns of life continue to change, 29% of consumers say they vary their
I typically eat snacks when I am mealtimes according to their schedules, this includes 31% of Millennials and 32%
of Gen Z. Among those who vary their mealtimes, 25% said they feel under
on-the-go (eg, on my commute to
constant pressure to get things done.
work, while out shopping, etc.) 0% 20% 40% 60%
Accommodating busy lifestyles influences consumers’ dining choices: 10% of
Gen Z Millennials Gen X Baby Boomers Colombians say going out to eat at a restaurant is more convenient than cooking
for themselves. In addition, 18% of overall respondents also said they intended to
fielded January – February 2023 increase their visits to restaurants over the next 12 months.
27
Consumers make their food choices based on perceived health benefits

Dietary choices and restrictions Dietary features and preferences by generation
n = 1,002; % of respondents n = 689; % of respondents
I look for healthy ingredients in food and
I am allergic or intolerant to beverages
certain foods
I closely read the nutrition labels of food and
beverages
I do not typically eat meat or I am reducing my meat consumption

fish 0% 20% 40% 60% 80%
I am a vegetarian 13% of overall respondents say are Consumers are more focused on improving
allergic or intolerant to certain their diets: 33% of respondents say they
foods. With this in mind, 49% of would pay more for food with additional
respondents say they only buy from health and nutritional benefits.
companies and brands they trust
completely.
I am a vegan
Consumers have been making special efforts to ensure they consume healthy foods. 62% of
respondents say they look for healthy ingredients in food and beverages, while 44% say they
closely read the nutrition labels of food and beverages to help them with their choices of
products.
I am diabetic Colombians are increasingly Consumers are questioning the carbon
0% 10% 20% exploring plant-based foods, and footprints generated by the food and
according to our survey, 15% of beverages they consume. 17% of
Millennials Gen X Baby Boomers Gen Z respondents, say they prefer to buy respondents said they prefer to buy food
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, food that is environmentally that is locally sourced or manufactured.
fielded January – February 2023 conscious or eco-friendly.
28
Consumers are more likely to pay more for foods that provide health and nutritional benefits
Willingness to pay more for food features by generation Among overall respondents:
Health and nutritional
properties (e.g. omega-3) 79% also look for healthy Ingredients in foods and beverages
Superior taste 10% also tend to choose travel destinations where food is of
superior quality
Strong or well-known brand

49% prefer branded goods to non-branded alternatives
Premium or gourmet
41% say they would rather buy fewer, but higher quality things
Supports local communities

62% also say that being active in the community is important
Hormone free
17% also say they are allergic or intolerant to certain foods
Sustainably produced or
raised 55% also say they are eco-conscious and buy sustainably-
produced items
Speciality or new variety
0% 10% 20% 30% 40% 50%
Gen Z Millennials Gen X Baby Boomers 73% like to try new products and services
Eating and dietary habits survey highlights
Gen Z Gen X
▪ Typically eat snacks at home (42%) ▪ Say they eat meals at the same time each
▪ Say their typical mealtimes vary day to day day (53%), and that their typical mealtimes
depending on their schedule (32%) varied from day to day according to their
schedule (29%)
▪ Typically eat snacks while watching TV/
streaming video content (40%) ▪ Actively monitor what they eat to manage
their weight (38%)
▪ Someone else in their household typically
cooks for them (37%) ▪ Say that "health and nutritional properties"
is an influential food and beverage product
▪ Regularly reheat or prepare a ready meal
feature (45%)
(26%)
▪ Look for healthy ingredients in food and ▪ Say they eat meals at the same time each
beverages (64%) day (72%), and that they typically snack at
▪ Snack during the day in between meals (45%) home (48%)
▪ Order food for takeaway or pick up ready- ▪ Willing to pay more for food with health and
made food to eat at home at least weekly nutritional properties (42%)
(35%) ▪ Say they are diabetic (10%)
▪ Eat at a restaurant at least weekly (39%) ▪ Closely read nutrition labels of food
and beverages (48%)
Working life
31
Working life
Reflecting continuing changes in the contemporary workplace,
many workers, especially younger workers, are now expressing new
employment expectations. 43% of respondents, including 47% of
Millennials, say they expect to be able to work from home in future,
while 43% say they expect to be able to have flexible start/finish
times. Many of these modern workers are now focusing more on
finding time for those out-of-work activities that satisfy their strong
personal and/or family goals: 46% say it is important to have a job
that allows for a strong work-life balance.
At the same time, ongoing economic uncertainty and volatile job
markets compel many workers to continue to strive to achieve a
range of more traditional career objectives: 41% say it is a priority
to have job security and 35% say it is important to earn a high
salary. This includes 35% of Gen Z.
Many in the workforce have a strong entrepreneurial streak. 39%
say they expect to start their own company in future and 39% say
they expect to be self-employed. Some value the self-sufficiency
provided by other non-traditional employment tracks: 18% say they
expect to work on a contract or freelance basis in future, with 13%
having more than one job.
32
Expectations of high levels of employee health and safety apparent across generations
Work priorities by generation
n = 1,002, % of total respondents
Of overall respondents that ranked prioritising health and safety at
work in their top three priorities:
75% take health and safety precautions when they leave home
25% donate to non-profits and charities supporting the environment
71% feel they can make a difference to the world through their
choices and actions
Of those that cite having responsibility and challenging work among

their top three priorities:
45% prefer to take charge and lead others
22% feel under constant pressure to get things done
15% expect to have more than one job
Among those that place working for themselves among their top
three priorities:
14% want to work where they feel comfortable expressing their
▪ To receive workplace benefits such as free food or time or space to play video games identity
▪ To work for a company that takes ethical and social responsibilities seriously 19% are actively involved in political and social issues
▪ To have responsibility and challenging work 45% say being active in a community is important for them
▪ To work for a company that prioritises employee health and safety
▪ To work with people like me
▪ Feel comfortable expressing their identity
33
Conditions that allow for a strong work-life balance are important for many
Desire for flexible working conditions Work priorities
n = 1,002, % of respondents n = 1,002, % of respondents by parent status
To have a job that allows for a strong
work or life balance
To have a job that allows for
a strong work or life balance To be able to work from home
To work close to home

To be able to work from
home To set my own work hours
To work for myself

0% 10% 20% 30% 40% 50% 60%
To set my own work hours
Non-parent or parent of grown children Parent with children ages 0-17 in home
Younger generations are more Working close to home is highly

To work close to home focused on fitting their working lives sought after by consumers seeking
around their lifestyles, with 19% of to improve their work-life balance,
Gen Z saying they want to set their with 21% ranking this in their top
own working times. three. Working close to home is
To work for myself mostly prioritised by Millennials
(23%) and Gen Z (21%).
0% 20% 40% 60% Although work-life balance Among respondents who prioritise
is a high priority, only 48% say they working from home, 64% report
Colombia Global have a strict boundary between working from home at least once a
fielded January – February 2023 their work and personal life. week.
34
Salaries and job security remain important job considerations

Work priorities by generation
n = 1,002, % of total respondents Additional priorities and expectations among
To have a job security overall respondents:
Only 18% expect to work on a contract or freelance
To earn a high salary basis.
To have the opportunity to work or travel 64% expect to be better off financially in the future.
abroad
48% say they have strict work-life boundaries.

To receive good training
18% would like to have responsibility and challenging

To work for a successful company work.
27% say it is important that other people think they are

To work for an innovative company doing well.
29% expect to work abroad in future.

To work for a good manager
72% also use technology to improve their day-to-day life.

To be promoted quickly
0% 10% 20% 30% 40% 50% 60%
Gen Z Millennials Gen X Baby Boomers 42% prefer to take charge and lead others.
35
Many see their future working lives fitting more easily around their lifestyles
Expectations of future work life Expectations of future work life by generation
n = 926, % of total respondents n = 926, % of total respondents
Have flexible start and finish 60%
times 50%
Work from home 40%
30%
Be self-employed
20%
Start my own company 10%
Work abroad in a different 0%
country Have flexible start Start my own Work from home Be self-employed Work part-time
Work past the typical and finish times company
retirement age
Work on contract or freelance
Work part-time
Retire before the typical 45% of female respondents expect to Of those that expect to retire before the
retirement age work from home in the future, typical retirement age, 16% also say they
Have more than one job at the
same time compared to 41% of males. 46% of will quit the labour market to care for
Study or train to advance in my females also look forward to having dependents.
current career
Leave the workforce to stay
flexible start and finish times as well.
home and care for dependents
Change industries 33% of Baby Boomers expect to work Among respondents who say they
Study or train for a different past the typical retirement age, 13% say expect to work in a different industry in
career
they expect to work part-time and 21% future, 12% say they will study or train
0% 20% 40% 60% said they expect to work on contract or for a different career, 42% expect to
Colombia Global freelance basis. start their own company, and 30% to be
fielded January – February 2023 self-employed.
Working life survey highlights
Gen Z Gen X
▪ Say they want to work with people like them ▪ Prioritise a job that allows for a strong
(11%) work-life balance (50%), and provides job
▪ Expect to earn a high salary (35%) security (48%)
▪ Expect to have more than one job at the same ▪ Want to work for a company that prioritises
time in the future (14%) employee health and safety (24%)
▪ Prioritise having the opportunity to work or ▪ Want to work for a good manager (7%)
travel abroad (25%) ▪ Expect to work from home in the future
▪ Say they expect to receive good training (22%) (48%)
▪ Expect to have flexible start and finish times in ▪ Expect to work past the typical retirement
the future (45%) age (33%)
▪ Say they have a strict boundary between their ▪ Expect to work part-time in future (13%)
work (or school) and personal life (51%) ▪ Want a job in future where they can work
▪ Say they prefer to be in charge and lead others close to home (17%)
(42%)
▪ 35% want to have job security
▪ Say they want to work for a company that
takes ethical and social responsibilities
seriously (22%)
Health and wellness
38
Health and wellness

The pandemic focused consumers' attention on their health and
fitness, with more emphasis on regular physical exercise together with
the adoption of activities to improve their mental health and lift their
mood. In 2023, 61% of consumers in Colombia said they regularly
participated in physical exercise and 42% that they regularly take
health supplements/vitamins.
In a drive to better monitor their health and fitness, consumers are
continuing to adopt tech-based solutions, such as using fitness
wearables, smart watches and other health-monitoring devices. As
consumers are relying more on technology to achieve their health
goals, the share of respondents that say they own a fitness
wearable/health tracking device has reached 18%. Similarly, 28% say
they regularly visit health-related or medical websites.
Many consumers are making greater efforts to improve their health by
paying more attention to their diets. 38% of consumers said they are
monitoring what they eat to manage their weight and 14% said they
are reducing their alcohol consumption. In addition, 45% of
consumers said they seek out foods that have additional health and
nutritional properties, with 74% of these consumers saying they
would be willing to pay more for these features.
39
A high percentage of consumers use exercise to maintain their health and wellness
Frequency of exercise routines Frequency of health-related habits
n = 787, % of total respondents n = 1,002, % of total respondents
Walk or hike for exercise Exercise
Vitamin/health supplement frequency

Run or jog
Participation in stress-reduction activities
Cycle or ride a bike
0% 20% 40% 60% 80% 100%
Participate in other intensive physical Almost every day 1-2 times a week 1-2 times a month Less than once a month Never
activities
Participate in team sports (eg football) Home exercise has become more Walking or hiking for exercise
popular because of the pandemic, remains the most prevalent form
with 65% of respondents saying of physical activity, with 54% of
Practice yoga/tai chi they still regularly exercise at respondents saying they walk or
home, including 19% who take an hike at least weekly. Of those that
Weight lifting/strenght training online fitness class at least walk or hike for exercise daily, or
weekly. An on-site fitness facility almost every day, 22% also
is considered a desirable home choose a travel destination based
Take a group fitness class
feature for 25% of Millennials and on the availability of nature and
23% of Gen Z. outdoor activities.
Participate in other individual sports (eg,
tennis, boxing, rowing, skiing) 42% of respondents take vitamins 40% of Colombians regularly run
and/or supplements at least or jog for exercise. This
0% 50% 100% weekly, compared to 50% includes 43% of males and 36% of
globally. Millennials, especially females. Baby boomers are the
Almost every day 1-2 times a week 1-2 times a month women Millennials, are more most likely to use a fitness
Less than once a month Never likely to regularly take vitamins or tracking device when they run.
supplements, compared to other
fielded January – February 2023 cohorts.
40
A growing number of consumers focusing on improving their mental wellbeing

Mental wellbeing and stress-reduction activities over the previous six
months Additional insights from health and well-being attitudes and
n = 444, % of total respondents behaviours
63% of Colombians say they are trying to find ways to simplify

their lives and 25% said that using the internet adds a great
deal to their daily stress levels. Of those who have participated
in stress-reduction activities over the previous six months, 65%
say they feel they will be healthier in future than they are now.
Of the 40% of respondents who said they have practised yoga

over the previous six months to reduce stress, 68% agreed/
strongly agreed that spiritual beliefs were an important part of
their lives.
54% of respondents opted for herbal remedies to cope with

stress. Among those that used herbal remedies, 28% say they
are influenced to buy foods that are 100% organic and 47% by
foods that are all natural.
▪ Meditation ▪ Sleep aids Consumers are becoming more aware of the benefits of being
▪ Massage ▪ Spa visit physically active. 61% of respondents said they engage in
▪ Yoga ▪ Participate in physical activity
▪ Herbal remedies (eg lavender, ▪ Therapy or counselling physical activities at least weekly. 57% of respondents said
chamomile tea) they felt they would be healthier in future than they are now.
41
Consumers look for food attributes that they feel will benefit their health
Influential product features for healthy food and drinks
n = 1,002, % of total respondents
Health and nutritional properties

46% 61%
trust labels that describe products
trust labels that say “All natural’
with “No artificial ingredients"
All natural
Free range
55% 56%
100% organic
trust labels that say “100%
trust labels that say “Free range”
organic”
0% 10% 20% 30% 40% 50%

Willing to pay more for this feature Influential product feature
42
Consumers continue to adopt technology solutions to manage their health and fitness
Use of technology to support health Additional insights on tech-based health attitudes
n = 284, % of respondents
An increasing number of consumers are turning to

Use an app to track my health or fitness at tech-based solutions to help them monitor and
least weekly improve their physical wellbeing. 72% of overall
respondents say they use technology to improve their
day-to-day life.
Experience of the pandemic is leading 70% of

Visit health-related or medical sites at least respondents to take health and safety precautions
weekly when they leave their homes.
25% of Colombians (compared to 32% globally)

regularly use an app to track their health and fitness.
Fitness wearables/health tracking device Among this group, 46% say they share their data to
ownership receive personalised and targeted offers/deals.
61% of respondents said they regularly engage in

0% 5% 10% 15% 20% 25% 30% 35%
physical exercise. Of these respondents, 14% expect to
Baby Boomers Gen X Millennials Gen Z increase their spending on new technology in future.
Health and wellness survey highlights
Gen Z Gen X
▪ Have used sleep aids (34%) and therapy and ▪ Feel that label definition of “natural” means
counselling to help reduce stress (27%) chemical free (72%)
▪ Participate in intensive physical activities ▪ Regularly cycle or ride a bike (34%)
(35%), as well as team (38%) and individual ▪ Take health supplements/vitamins every
sports (16%) week (42%)
▪ Trust in labels that describe products as vegan ▪ Say they are willing to pay more for free
(38%) range products (14%), and “all natural”
▪ Look for healthy ingredients in the foods they products (32%)
eat (52%)
▪ Regularly participate in intensive physical ▪ Regularly walk or hike for exercise (61%)
activities (27%) ▪ Actively monitor what they eat to control
▪ Are cutting back on consumption of meat their weight (41%)
(29%) ▪ Say that non-GMO is an influential food
▪ Participate in stress-reduction activities at feature (15%)
least weekly (25%) ▪ Take health supplements/vitamins at least
▪ Use meditation to reduce stress (62%), use weekly (49%)
herbal remedies (61%) and practise yoga
(41%)
45

Rising costs and squeezed household budgets are driving growing
price sensitivity among consumers and prompting many to focus
more on value. 24% of respondents say they intend to increase their
visits to discount stores in future, while 14% say they intend to buy
more less expensive second-hand or previously-owned products. To
make further savings, 22% say they already regularly seek private
label and low-cost products.
Despite consumers’ enthusiasm for low cost and greater value,
many shoppers still consider a number of other factors when faced
with purchase decisions. For example, premium products are still in
demand, with 37% saying they would rather buy fewer, but higher
quality things and brand is also an important consideration: 36% say
they regularly seek strong/well-known brands.
A growing number of consumers are using augmented reality (AR)
or virtual reality (VR) to enhance their in-store shopping experiences
and 28% look for personalised and tailored shopping experiences.
The share of those that say they shop in-store for innovative
shopping experiences reached 20% in 2023.
46
Cost-of-living crisis motivating consumers to find ways to manage their budgets

Shopping preferences Future spending habits by generation
n = 1,002, % of respondents n = 678, % of respondents
40%
I like to find bargains
20%
I try to lead a minimalist lifestyle and do

0%
not buy new items unless necessary
Increase visits to discount stores Increase purchase of second-hand Increase purchase of private
or previously owned products label/store brand goods
I regularly seek private label and low-cost Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January – February 2023
products
Pressured by rising prices for food, energy, fuel and other products, consumers are
looking for ways to better manage their household spending, with cost-cutting a key
priority. 50% of respondents, including 56% of Baby Boomers, said they like to find
I avoid going shopping whenever possible bargains. Meanwhile, 24% expect to increase their visits to discount stores, this
includes 21% of female Gen X.
I tend to buy more items or shop more 29% of Colombian consumers, including 38% of Baby Boomers, said they try to
often at stores or websites where I have a lead minimalist lifestyles and do not buy new items unless necessary. Of those that
loyalty card/membership or a store credit say they do this, 28% disagreed with the statement “I am financially secure”.
card
77% of Colombian consumers said they feel that the cost of everyday items they buy
0%
20% 40% 60% is going up. Of those that agree with this statement, 15% said they buy more items or
Colombia Global
shop more often at stores or websites where they have a loyalty card/ membership
fielded January – February 2023 or a store credit card.
47
Despite pressure on household budgets consumers want good quality products

Shopping attitudes by generation Additional insights of shopping attitudes from
n = 1,002, % of respondents
Like to browse in stores even if they do not
overall respondents
need to buy anything
57% say that 'seeing or trying' before purchasing is the
reason they prefer to buy in store.
Regularly buy themselves small treats -
products or services – as they feel they
deserve them 19% say the often make impulse purchases.
Would rather buy fewer, but higher quality

things 49% say they are willing to pay more for high quality
apparel and footwear and 43% for high quality home care
products.
Like to visit shopping malls
57% go shopping for leisure at least monthly.
Regularly seek strong or well-known brands
19% say they typically rely on brand or social media

accounts when they are deciding what to buy.
Don't mind buying items that will not last for
a long time if they are inexpensive
0% 20% 40% 60% 80%
49% say they look for good value when buying clothing and
Generation Z Millennials Generation X Baby Boomers footwear.
48
Consumers seek out personalised and tailored shopping experiences

Shopping habits and preferences
n = 1,002, % of respondents Of overall respondents who have these shopping
Regularly buy gifts for my family and/or
habits and preferences:
friends
29% said they enjoy spending their money, rather than save it.
Look for personalised and tailored

shopping experiences
52% said they want products and services that are uniquely
tailored to them.
Seek products with easy to understand

labels
33% say that getting advice from sales people is one of the
main reasons they shop in store.
Pick their travel destinations based on the

quality of shopping there
31% expect to increase their spending on travel or vacations
over the next 12 months.
Seek niche brands that are hard-to-find or

unique 33% say that innovative shopping experiences is one of the
0% 10% 20% 30% 40%
main reasons they shop in store.
49
Consumers are becoming more mindful of the impact of their purchasing habits
Conscious shopping attitudes and behaviours by generation
n = 1,002, % of respondents Additional insights from shopping habits
Buying “pre-loved” items is a top conscious-shopping

preference. 29% of this group also say they prefer to buy
products and services from purpose-driven brands and
companies.
28% of consumers who say they try to shop in locally-owned

stores, 59% say that being active in the community is important
to them.
24% of consumers, including 20% of Millennials, say they like to

repair their items instead of buying new ones. 28% of these
consumers also say that they donate to charities and non-profits
supporting the environment.
▪ Buying eco-conscious/ethically-conscious products makes me feel good

▪ I am willing to buy second-hand or previously-owned items 28% of respondents, including 40% of Baby Boomers, say they
▪ I am willing to rent items for specific occasions or a set time period instead of buying them try to purchase locally-sourced products and services. 36% of
▪ I like to repair my items instead of purchasing new ones these consumers also say they prefer to buy from brands that
▪ I try to purchase locally-sourced products and services support social and political issues that are aligned with their
▪ I try to shop in locally-owned stores values.
50
Consumers embrace the circular economy and support brands that share their values
Frequency of circular buying and selling habits Ethical shopping habits by generation
n = 1,002, % of respondents n = 689, % of respondents
Buy sustainably-produced items
Share/swap items or
services Buy products and services from purpose-driven
brands/companies
Sell used or second-hand Buy second-hand/previously-owned products

items 0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Buy used or second-hand 54% of respondents, including 24% of consumers tend to buy
items 58% of Gen X and 52% of products or services from purpose-
Millennials, donate used items driven brands/companies. Among
Rent items, rather than
to a charity or non-profit at least this group, 83% feel that they make a
buy on an annual basis. difference to the world through their
choices and actions.
Consumers in Colombia buy Of those that say they buy
Donate used items to a
charity or non-profit used or second-hand items at a sustainably produced goods, 26% are
lower rate than the global willing to pay more for
0% 50% 100%
average, with 9% buying pre- environmentally/ ethically conscious
At least weekly 1-3 times a month
loved items at least monthly, home care products, and 20% for
Once every few months 1-2 times a year compared to 15% globally. Men apparel and footwear, and 16% for
Rarely Never are more likely than women to environmentally conscious or eco-
buy second-hand items (10% vs friendly food.
fielded January – February 2023 8%).
51
Consumers engaging more with companies and brands through social media channels
Shopping attitudes by generation
n = 1,002, % of respondents Additional insights from shopping attitudes
“Follow” or “like” a company’s social media feed or post
Among the 30% of respondents who say they
like to be actively engaged with brands,
Write a review for a product or service at least monthly 71% of Millennials reported wanting to engage
with brands to influence product innovation.
Buy something via a social media platform
Receive a thank you discount or offer for referring 26% of overall respondents say they provide
someone via social media to do business with the… feedback on a product or service via a social
media post. Among those that provide
Talk to a company’s customer service representative feedback, 53% write an online review for a
through a social media platform product or service (at least monthly).
Provide feedback on a product or service to a company

via a social media post
27% of consumers like to talk to a company
through their social media platform. Among
Share or retweet a product
those that do this, 58% say they will extensively
research products and services before they buy.
Share or retweet a company’s social media feed or post
32% of consumers, including 30% of Gen Z and

Share a purchase you made with your social network 39% of Millennials, said they recently bought
0% 10% 20% 30% 40% 50% something via a social media platform. Among
those that did this, 25% also say they share
Generation Z Millennials Generation X Baby Boomers their purchases with their social networks.
52
Data privacy is a concern, but technology is key to enhancing the shopper journey
Use of tech to enhance or simplify the shopping Attitudes to technology
experience (at least weekly) n = 1,002, % of respondents
n = 1,002, % of respondents 60%
Use a price comparison 50%

website 40%
30%
20%
10%
Read consumer reviews
online 0%
Actively manage Feel that Share data in Prefer to Feel comfortable Feel comfortable Freely share
data sharing and targeted ads order to receive communicate sharing personal sharing personal personal
privacy settings based on online personalised online rather data with private data with information
according to my searches and and targeted than face to face companies government online
preferences purchase history offers/deals or by phone institutions
invade privacy
Buy an item online Colombia Global
Use AR or VR to enhance a
shopping experience
0% 20% 40% 60%
Of those that say they buy something online at Over the previous 12 months, 31% of respondents
Gen Z Millennials Gen X Baby Boomers least weekly, 33% say the reason they shop online reported buying beauty, personal and health
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, is to get the best price, and 33% said it was for the care items online and 32% said they had bought
fielded January – February 2023 offer of free delivery. apparel, footwear and personal accessories.
53
Consumers are focusing their attention on spending on essentials and trying to save more
Future spending intentions Intentions to increase savings and spending by generation
n = 821, % of respondents n = 955, % of respondents
Health and Wellness Putting more money aside into savings
Education
Travel or Holidays Overall spending

0% 10% 20% 30% 40% 50% 60% 70% 80%
Clothing and footwear Gen Z Millennials Gen X Baby Boomers
New technology
30% of respondents, including 37% of
Novelty experiences 55% of consumers, including 67% of
Gen Z, expect to increase their spending
Gen Z, expect to increase their savings
on education over the next 12 months.
Medical costs over the next 12 months, overall, only
Among these consumers, 25% say they
58% expect to decrease their spending
expect to study or train to advance
Housing or accomodation on overall purchases of products
their career or to change their career in
and services over the same period.
future.
Groceries
28% of consumers (35% of Gen Z) Consumers continue to spend more on
Transportation intend to increase their spending on essential items. 18% of consumers
travel/holiday over the next 12 months. expect to increase spending
0% 50% 100% Despite economic challenges, taking on groceries and 19% expect to
Increase Stay the same Decrease time to recharge and create memories increase spending on housing or
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, is considered vital for many. accommodation.
54
Most generations have concerns around their current financial situation

Consumer Finance
n = 1,002, % of respondents
I am able to regularly save a portion of my income
Among consumers who say they Of consumers who say they are
I am comfortable with my current financial situation are concerned about their comfortable with their current
financial situation, 44% say they financial circumstances, 67%
extensively research the products also reported buying used or
I am concerned about my current financial situation they consume, and 53% say they second-hand items over the
look for value when buying food. previous 12 months.
I rely on financial support from friends or family
I have enough money readily available to cover an

unexpected emergency
I have more debt than savings (excluding home

mortgage/repayments)
Consumers are looking for Even though 77% of consumers

I sometimes rely on credit cards, account overdrafts,
other consumer borrowing to cover everyday expenses
alternative ways to invest, with are concerned that prices of
7% putting their money in everyday items they buy are
collectibles (art, antiques, rare going up, 37% are willing to
I rely on government financial support or subsidies items) and 6% in luxury items. spend money to save time.
0% 20% 40% 60%
Shopping and spending survey highlights
Gen Z Gen X
▪ Buy used or second-hand items (45%) ▪ Say that best price is an online shopping
▪ Expect to be increasing their savings over the motivator (41%), along with free shipping
next 12 months (67%) (36%), immediate purchase (33%)
▪ Like to find bargains (38%) ▪ Seek private label or low-cost products
(24%)
▪ Rent items, rather than buy (19%), like to
browse stores even though they don't need to ▪ Have more debt than savings (26%)
buy anything (34%) ▪ Rely on friends/family recommendations
▪ Have trust in advertisements from a when buying new products (56%)
company/brand (43%)
▪ Trust friends and family recommendations ▪ Seek value for money when buying apparel
(76%), as well as independent consumer and personal accessories (62%)
reviews (69%) ▪ Seeing and trying before they buy as an in-
▪ Sell used second-hand items (47%), share/ store shopping motivator (58%)
swap items or services (34%) ▪ Try to shop in locally-owned stores (27%)
▪ Look for personalised and tailored shopping ▪ Repair their items instead of purchasing
experiences (36%) new ones (34%)
CONSUMER LIFESTYLES IN COLOMBIA
For Further Insight please contact
Jennifer Elster Jacques Olivier

Lifestyles Insight Manager Consumer Consultant
Jennifer.Elster@euromonitor.com Jacques.Olivier@euromonitor.com
linkedin.com/in/jennifer-elster-58338722 linkedin.com/in/jacques-olivier-64b328107/
@ElsterJennifer
Jana Rudė Anjali Jain

Consumer Insight Manager Consumers - Consultant
Jana.Rude@euromonitor.com Anjali.Jain@euromonitor.com
linkedin.com/in/Jana-Rude/ linkedin.com/in/anjalijain007/
@JanaRude
Aistė Kriaučiūnaitė Kristina Balčiauskaitė

Survey Consultant Senior Economies and Consumers Research Manager
Aiste.Kriauciunaite@euromonitor.com Kristina.Balčiauskaite@euromonitor.com
linkedin.com/in/aiste-kriauciunaite/ linkedin.com/in/balciauskaite
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Lectura #2

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Lectura #2

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Consumer Lifestyles in Colombia

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The data included in this report is accurate according to

Reviews shifting consumer traits and values that influence

Explores consumers beyond their demographic profile and

Connects survey insights with Euromonitor’s 10 megatrends, Disclaimer

Personal traits and values

Home life and leisure time

Eating and dietary habits

Health and wellness

Shopping and spending

Consumer landscape in Colombia 2023

20% Life Expectancy at Birth:

Personal traits and values

Consumers under pressure and reviewing their priorities

"Time for myself" remains a high priority

There is increased focus on opportunities to travel since travel

48% of consumers are dedicating time to their favourite

Spending time with friends is a top priority for 11% of

Identity, status and values reflected in consumer attitudes and behaviour

It is important to experience 60%

Consumers appreciate innovation and look for new experiences

Millennials have a more positive outlook on their future

I will work less

Personal traits and values survey highlights

Millennials Baby Boomers

Home life and leisure time

Exercise is an especially popular home activity (61% females vs

44% of respondents who said that they engage in their

Of the 48% of respondents who said that they work from

Go shopping for leisure 60%

Take a class or attend a

Go to a sporting event 20%

Outside space is very important for all generations

Of consumers that value smart home functionality, 21%

Access to green spaces is especially valued by older cohorts

Proximity to public 35% of respondents who said that proximity to public

11% of respondents who said that suburban location is

Number of domestic and international leisure trips in the previous 12

Home life and leisure time survey highlights

Millennials Baby Boomers

Eating and dietary habits

19% of overall consumers 25% of consumers (compared to 25%

37% of Gen Z, 30% of Gen X and 35% of Baby Boomers said

Lack of cooking skills is another major obstacle to cooking at

▪ I do not cook very well ▪ I prefer to order food for delivery

Reheat or prepare a ready meal

I typically eat snacks while Eat at a restaurant

Consumers make their food choices based on perceived health benefits

I do not typically eat meat or I am reducing my meat consumption

Strong or well-known brand

Supports local communities

Eating and dietary habits survey highlights

Millennials Baby Boomers

Of those that cite having responsibility and challenging work among

To work close to home

To work for myself

Younger generations are more Working close to home is highly

Salaries and job security remain important job considerations

48% say they have strict work-life boundaries​.

18% would like to have responsibility and challenging

27% say it is important that other people think they are

48% say they have strict work-life boundaries.

29% expect to work abroad in future.

72% also use technology to improve their day-to-day life.

A growing number of consumers focusing on improving their mental wellbeing