Consumer Values and Behaviour in Colombia

June 2024

© Euromonitor
© Euromonitor International
International 2024.
2024. All rights
All rights reserved.
reserved.
 CONSUMER VALUES AND BEHAVIOUR IN COLOMBIA 22

Scope
This report is part of a series of 4 highly-visual reports covering the 40 markets surveyed in the This report visually explores everyday habits
annual Voice of the Consumer: Lifestyles survey. and behaviours which reflect consumers'
beliefs and values, linking behavioural trends
Draws together insights from across the Lifestyles survey and
Consumer Lifestyles with purchase and consumption habits.
provides takeaways on key trends.
Lifestyles Country Report Series

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.
Consumer Profiles - offer a concise and clear overview of the
Consumer Profiles consumer landscape, encompassing all aspects of population,
households, income and expenditure, and lifestyles Disclaimer
Connects survey insights with Euromonitor’s 10 megatrends, Much of the information in this briefing is of a
Megatrends including case studies highlighting how companies are statistical nature and, while every attempt has
been made to ensure accuracy and reliability,
responding to changing attitudes and expectations.
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.

© Euromonitor International
Contents

Highlights
Personal traits and values
Home life
Cooking and eating habits
Working life
Leisure
Health and wellness
Sustainable living
Shopping
Spending
Technology
© Euromonitor International
 Highlights

© Euromonitor International
 HIGHLIGHTS 55

Consumer values and behaviour in Colombia

Highlights of consumer values and behaviours from our 2024 survey

46% 64% 70% 21% 76% of

consumers are
Want a job that Look for healthy Feel they can make a Regularly participate
allows for a strong ingredients in the difference to the world in stress-reduction/
concerned
work-life balance food they eat through their choices mental wellbeing that the costs
and actions activities of everyday
items they buy
are going up

27% 49% 19% 24%

Feel that more of Only buy from Frequently buy Say they enjoy
their everyday brands that they used or second- spending their money
activities will shift trust completely hand items rather than saving it
to online platforms

Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2024
© Euromonitor International
 Personal traits and values

© Euromonitor International
 PERSONAL TRAITS AND VALUES 77

Most Colombian consumers take health and safety precautions when they leave home
Personal traits and values
% of respondents (agree or strongly agree)

I take health and safety precautions when I leave my home

I am concerned that the cost of everyday items I buy is going up

My identity is accepted by society (eg, gender, age, race/ethnicity/religion, income)

I feel I can make a difference to the world through my choices and actions

I feel comfortable expressing my identity with friends and family

Spiritual beliefs are an important part of my life

Being active in the community is important to me

I prefer to take charge and lead others

I am willing to spend money to save time

It is important to me that other people think I am doing well

I feel under constant pressure to get things done

You can tell a lot about a person from the car they drive

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Colombia Global
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2024 (n = 1,000)
© Euromonitor International
 PERSONAL TRAITS AND VALUES 88

Baby boomers the most comfortable with expressing their identity to their social circles
Selected personal traits and values by generation
% of respondents (agree or strongly agree)
I take health and safety
precautions when I leave my home

I am concerned that the cost of

everyday items I buy is going up

My identity is accepted by society

(eg, gender, age,
race/ethnicity/religion, income)

I feel I can make a difference to the

world through my choices and
actions

I feel comfortable expressing my

identity with friends and family

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Generation Z Millennials Generation X Baby Boomers
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2024 (n = 1,000)
© Euromonitor International
 PERSONAL TRAITS AND VALUES 99

Consumers in Colombia enjoy exploring and trying new brands and offerings
Personal priorities and attitudes: Brands, products and experiences
% of respondents (agree or strongly agree)

I like to try new products and services

I extensively research the products and

services I consume

I only buy from companies and brands that I

trust completely

I prefer to spend my money on experiences,

rather than things

I want products and services that are

uniquely tailored to me

I want to engage with brands to influence

product innovation

I prefer branded goods to non-branded

alternatives

I like to be actively engaged with brands

0% 10% 20% 30% 40% 50% 60% 70%

Colombia Global
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2024 (n = 1,000)
© Euromonitor International
 PERSONAL TRAITS AND VALUES 10
10

Millennials desire uniquely personalised goods and services far more than other generations
Personal priorities and attitudes: Brands, products and experiences by generation
% of respondents (agree or strongly agree)
I like to try new products and
services

I extensively research the products

and services I consume

I only buy from companies and

brands that I trust completely

I prefer to spend my money on

experiences, rather than things

I want products and services that

are uniquely tailored to me

0% 10% 20% 30% 40% 50% 60% 70% 80%

Generation Z Millennials Generation X Baby Boomers

Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2024 (n = 1,000)
© Euromonitor International
 PERSONAL TRAITS AND VALUES 11
11

Consumers are optimistic that their happiness will increase

Outlook on life: Future impact in the next five years
% of respondents

Colombia Global Colombia Global

I will be less happy than I am now 11% 13% I will be happier than I am now 72% 58%

I will be worse off financially 14% 19% I will be better off financially 67% 52%

I will have more free time for

I will have less free time for myself 18% 20% 59% 49%
myself

I will work more than I do now 37% 39% I will work less than I do now 33% 30%

My life will be worse 12% 16% My life will be better 63% 52%

More activities will shift to in-

40% 36% More activities will shift online 27% 26%
person

Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2024 (n = 1,000)
© Euromonitor International
 PERSONAL TRAITS AND VALUES 12
12

Gen Z is the most optimistic generation in Colombia

Outlook on life: Future impact in the next five years by generation
% of respondents

Generation Z Millennials Generation X Baby Boomers Generation Z Millennials Generation X Baby Boomers

I will be less happy I will be happier than

9% 13% 9% 15% 76% 73% 70% 64%
than I am now I am now

I will be worse off I will be better off

13% 14% 16% 11% 72% 68% 65% 58%
financially financially

I will have less free I will have more free

22% 20% 10% 14% 49% 60% 65% 68%
time for myself time for myself

I will work more than I will work less than I

53% 42% 22% 19% 21% 30% 38% 56%
I do now do now

My life will be worse 11% 15% 11% 12% My life will be better 68% 65% 59% 58%

More activities will

More activities will
shift to in-person 37% 43% 38% 43% 29% 28% 27% 19%
shift online

Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2024 (n = 1,000)
© Euromonitor International
 Home life

© Euromonitor International
 HOME LIFE 14
14

While at home, consumers in Colombia most regularly spend their time socialising online
Frequency of home activities Frequency of home activities by generation
% of respondents (at least weekly) % of respondents (at least weekly)

Connect with friends or family

virtually

Exercise

Study

Work from home (eg, activities

and tasks related to my job)
Hobbies (e.g. gardening, crafts or
knitting)

Play video games

Entertain friends and family who

do not live with me

Take an online/virtual fitness class

0% 20% 40% 60% 80% 0% 10% 20% 30% 40% 50% 60% 70% 80%
Colombia Global Generation Z Millennials Generation X Baby Boomers
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February
2024 (n = 1,000) 2024 (n = 1,000)
© Euromonitor International
 Cooking and eating habits

© Euromonitor International
 COOKING AND EATING HABITS 16
16

Consumers in Colombia prefer to cook their own food

Weekly meal choices Weekly meal choices by generation
% of respondents (at least weekly) % of respondents (at least weekly)

Cook or bake

Eat at a restaurant

Order food for home delivery

Reheat or prepare a ready meal

Order food for takeaway or pick-up

ready-made food to eat at home

0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 20% 40% 60% 80% 100%
Colombia Global Generation Z Millennials Generation X Baby Boomers
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February
2024 (n = 1,000) 2024 (n = 1,000)
© Euromonitor International
 COOKING AND EATING HABITS 17
17

Consumers in Colombia who don’t cook have someone in their household who does
Barriers to cooking at home
% of respondents
Someone else in my household
typically cooks for me

I do not have time to cook

I do not cook very well

I would rather spend my time doing

things other than cooking
Going out to eat at a restaurant is
more convenient

I prefer to order food for delivery

Ordering food for delivery is more

convenient

I do not like to cook

I prefer to eat out at restaurants

I eat healthier food when I go out to

eat or order delivery

0% 5% 10% 15% 20% 25% 30% 35%

Colombia Global
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2024 (n = 596)
© Euromonitor International
 COOKING AND EATING HABITS 18
18

Millennials say they don’t have time to cook

Barriers to cooking at home by generation
% of respondents
Someone else in my household
typically cooks for me
I do not have time to cook

I do not cook very well

I would rather spend my time
doing things other than cooking
Going out to eat at a restaurant is
more convenient
I prefer to order food for delivery
Ordering food for delivery is more
convenient
I do not like to cook

I prefer to eat out at restaurants

I eat healthier food when I go out
to eat or order delivery

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Generation Z Millennials Generation X Baby Boomers

Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2024 (n = 596)
© Euromonitor International
 HOME LIFE 19
19

A safe location is the most appreciated home feature among Colombian consumers
Ideal home features
% of respondents

Safe location

Access to green spaces

Proximity to public transport

Outside space

Urban or inner city location

Availability of garage/indoor
parking
Multi-functional space (work-live
space)
Energy efficient

On-site fitness facility

Smart home functionality

0% 10% 20% 30% 40% 50% 60% 70%

Colombia Global
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2024 (n = 1,000)
© Euromonitor International
 COOKING AND EATING HABITS 20
20

Most consumers in Colombia seek out healthy ingredients in food and beverages
Dietary restrictions Dietary restrictions by generation
% of respondents % of respondents

I look for healthy ingredients in food and

beverages

I closely read the nutrition labels of food

and beverages

I am seeking to reduce my alcohol

consumption

I am allergic or intolerant to certain

foods

I do not typically eat meat or fish, but

will consume it occasionally

I am a vegetarian

I am a vegan

0% 10% 20% 30% 40% 50% 60% 70% 0% 10% 20% 30% 40% 50% 60% 70% 80%
Colombia Global Generation Z Millennials Generation X Baby Boomers
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February
2024 (n = 1,000) 2024 (n = 1,000)
© Euromonitor International
 Working life

© Euromonitor International
 WORKING LIFE 22
22

Gen X expect to have a job that allows for a strong work-life balance
Work-life balance Work-life balance by generation
% of respondents % of respondents

To have a job that allows for a strong

work-life balance

To be able to work from home

To set my own work hours

To work close to home

To work for myself

0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% 60%
Colombia Global Generation Z Millennials Generation X Baby Boomers
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February
2024 (n = 997) 2024 (n = 997)
© Euromonitor International
 WORKING LIFE 23
23

Colombian consumers primarily seek job security

Work priorities Work priorities by generation
% of respondents % of respondents

To have a job security

To earn a high salary

To work for a company that prioritises

employee health and safety

To receive good training

To have the opportunity to work or

travel abroad
To work for a company that takes ethical
and social responsibilities seriously
To have responsibility and challenging
work
To feel comfortable expressing my
identity

0% 20% 40% 60% 0% 10% 20% 30% 40% 50% 60%

Colombia Global Generation Z Millennials Generation X Baby Boomers
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February
2024 (n = 997) 2024 (n = 997)
© Euromonitor International
 WORKING LIFE 24
24

Most Colombians keep their personal and professional lives separate

Work and personal life; training expectations Work and personal life; training expectations by generation
% of respondents % of respondents

I have a strict boundary between my

work (or school) and personal life*

Expect to study or train in my current

career

Expect to study or train for a different

career

0% 10% 20% 30% 40% 50% 60% 0% 10% 20% 30% 40% 50% 60% 70%
Colombia Global Generation Z Millennials Generation X Baby Boomers
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February
2024 (n = 950) 2024 (n = 950)
Note: *% who agree/strongly agree with this statement Note: *% who agree/strongly agree with this statement
© Euromonitor International
 Leisure

© Euromonitor International
 LEISURE 26
26

Consumers frequently socialise online

Frequency of leisure activities
% of respondents

Socialise with friends online 36% 23% 13% 22% 6%

Socialise with friends in person 28% 34% 18% 18%

Go shopping for leisure 15% 34% 22% 24%

Take a virtual class/attend a lecture online 12% 22% 21% 33% 12%

Take a class/attend a lecture in-person 10% 20% 24% 33% 14%

Go to a sporting event 8% 20% 22% 34% 15%

Go to the cinema 6% 28% 29% 29% 7%

Attend virtual events/concerts 9% 20% 41% 25%

Go to a concert or to the theatre 12% 25% 41% 19%

Go to a museum or art gallery 13% 22% 43% 20%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

At least weekly 1-3 times a month Once every few months Rarely Never
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2024 (n = 1,000)
© Euromonitor International
 LEISURE 27
27

Gen X and millennials prefer to socialise in person

Monthly leisure activities by generation
% of respondents (at least monthly)

Socialise with friends online

Socialise with friends in person

Go shopping for leisure

Take a virtual class/attend a

lecture online
Take a class/attend a lecture in-
person

Go to a sporting event

Go to the cinema

Attend virtual events/concerts

0% 10% 20% 30% 40% 50% 60% 70%

Generation Z Millennials Generation X Baby Boomers

Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2024 (n = 1,000)
© Euromonitor International
 LEISURE 28
28

Colombians prioritise relaxation when travelling

Most important features when planning a trip or vacation
% of respondents

Relaxation

All-inclusive hotels and resorts

Value for money

Safe destination

Nature and outdoor activities

Able to book holiday package inc flight and

accommodation

Immersion in local culture

Family-oriented or child-friendly

0% 5% 10% 15% 20% 25% 30% 35%

Colombia Global
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2024 (n = 1,000)
© Euromonitor International
 LEISURE 29
29

Gen X prefers all-inclusive options when travelling

Most important features when planning a trip or vacation by generation
% of respondents

Relaxation

All-inclusive hotels and resorts

Value for money

Safe destination

Nature and outdoor activities

Able to book holiday package inc

flight and accommodation

Immersion in local culture

Family-oriented or child-friendly

0% 5% 10% 15% 20% 25% 30% 35% 40%

Generation Z Millennials Generation X Baby Boomers

Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2024 (n = 1,000)
© Euromonitor International
 Health and wellness

© Euromonitor International
 HEALTH AND WELLNESS 31
31

Colombians enjoy calmer exercise like walking or hiking

Frequency of exercise habits
% of respondents

Walk or hike for exercise 16% 34% 18% 28%

Run or jog 9% 31% 14% 31% 15%

Cycle or ride a bike 9% 25% 14% 32% 20%

Weight lifting/strength training 5% 18% 7% 25% 45%

Practice yoga 14% 9% 26% 47%

Take a group fitness class 18% 12% 37% 30%

Participate in other intensive physical activities 22% 13% 41% 21%

Participate in team sports (e.g. football) 22% 15% 34% 26%

Participate in other individual sports 10% 9% 35% 43%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Almost every day 1-2 times a week 1-2 times a month Less than once a month Never
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2024 (n = 775)
Note: Only showing results from respondents who said they exercise at least occasionally
© Euromonitor International
 HEALTH AND WELLNESS 32
32

Most baby boomers walk at least once a week

Weekly exercise habits by generation
% of respondents
Walk or hike for exercise

Run or jog

Participate in team sports (e.g.

football)

Cycle or ride a bike

Participate in other intensive

physical activities

Weight lifting/strength training

Take a group fitness class

Participate in other individual

sports

Practice yoga

0% 10% 20% 30% 40% 50% 60% 70%

Generation Z Millennials Generation X Baby Boomers
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2024 (n = 775)
Note: Only showing results from respondents who said they exercise at least occasionally
© Euromonitor International
 HEALTH AND WELLNESS 33
33

Most Consumers have meditated to relieve stress

Stress-reduction or mental wellbeing activities in the past six months Stress-reduction or mental wellbeing activities in the past six
% of respondents months by generation
% of respondents
Meditation

Herbal remedies

Massage

Yoga

Spa visit

Sleep aids

Therapy or counselling

0% 10% 20% 30% 40% 50% 60% 0% 10% 20% 30% 40% 50% 60% 70%
Colombia Global Generation Z Millennials Generation X Baby Boomers
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February
2024 (n = 466) 2024 (n = 466)
Note: Only showing results from respondents who participate in stress-reduction activities Note: Only showing results from respondents who participate in stress-reduction activities
at least occasionally at least occasionally
© Euromonitor International
 Sustainable living

© Euromonitor International
 SUSTAINABLE LIVING 35
35

Colombian consumers are feeling uneasy about the effects of climate change
Key sustainability concerns Trust in ethical labels
% of respondents % of respondents

Recyclable 63% 6% 31%

19%
22%
Environmentally
conscious or eco- 60% 7% 32%
friendly

43% Sustainably
52% 8% 40%
49% produced

Supports a charity
or a charitable 39% 13% 48%
cause
31%
21%
Vegan 36% 10% 54%

I am worried about climate change I try to have a positive impact on the

environment through my everyday actions 0% 20% 40% 60% 80% 100%
Strongly agree Agree Neither agree or disagree Disagree Strongly disagree Trustworthy Not trustworthy Neutral
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February
2024 (n = 1,000) 2024 (n = 884)
© Euromonitor International
 SUSTAINABLE LIVING 36
36

Consumers are actively aware of their environmental impact, especially baby boomers
Typical behaviours to positively impact the environment or lead a Typical behaviours to positively impact the environment or lead a
more sustainable life more sustainable life by generation
% of respondents % of respondents

Reduce plastics use

Reduce food waste

Use less water

Recycle Items

Reduce carbon emmissions

0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 20% 40% 60% 80% 100%
Colombia Global Generation Z Millennials Generation X Baby Boomers
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February
2024 (n = 703) 2024 (n = 703)
Note: Only showing results from respondents who try to have a positive impact on the Note: Only showing results from respondents who try to have a positive impact on the
environment environment
© Euromonitor International
 SUSTAINABLE LIVING 37
37

Colombians prefer to use sustainable packaging

Green behaviours and activism Green behaviours and activism by generation
% of respondents % of respondents

Use sustainable packaging

Use more energy-efficient products

Repair broken items, rather than

replacing

Buy sustainably-produced items

Buy products and services from purpose-

driven brands/companies

Donate to charities supporting the

environment

0% 10% 20% 30% 40% 50% 60% 0% 10% 20% 30% 40% 50% 60% 70% 80%
Colombia Global Generation Z Millennials Generation X Baby Boomers
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February
2024 (n = 703) 2024 (n = 703)
Note: Only showing results from respondents who try to have a positive impact on the Note: Only showing results from respondents who try to have a positive impact on the
environment environment
© Euromonitor International
 SUSTAINABLE LIVING 38
38

Baby Boomers are Colombia’s most vocally opinionated generation online

Activism in political and social issues Activism in political and social issues by generation
% of respondents % of respondents

Share my opinion on social/political

issues on media

Buy from brands that support social and

political issues aligned with my values

Donate to non-profits and charities

supporting causes aligned with my values

Make my purchasing decisions based on

brands/companies' social and political
beliefs

Boycott brands/companies that don't

share my social/political beliefs

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 0% 10% 20% 30% 40% 50% 60%
Colombia Global Generation Z Millennials Generation X Baby Boomers
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February
2024 (n = 218) 2024 (n = 218)
Note: Only shown to respondents who said they are actively involved in political and social Note: Only shown to respondents who said they are actively involved in political and social
issues issues
© Euromonitor International
 Shopping

© Euromonitor International
 SHOPPING 40
40

Consumers in Colombia enjoy discovering good deals

Attitudes to shopping
% of respondents

I like to find bargains

I like to visit shopping malls

I like to browse in stores even if I don't need to buy anything

I would rather buy fewer, but higher quality things

I try to purchase locally-sourced products and services

I try to shop in locally-owned stores

Buying eco/ethically-conscious products makes me feel good

I tend to buy or shop more often where I have a loyalty card/membership

0% 10% 20% 30% 40% 50% 60%

Colombia Global
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2024 (n = 1,000)
© Euromonitor International
 SHOPPING 41
41

Gen X prefers quality over quantity

Attitudes to shopping by generation
% of respondents
I like to find bargains

I like to visit shopping malls

I like to browse in stores even if I

don't need to buy anything

I would rather buy fewer, but

higher quality things

I try to purchase locally-sourced

products and services

0% 10% 20% 30% 40% 50% 60% 70%

Generation Z Millennials Generation X Baby Boomers

Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2024 (n = 1,000)
© Euromonitor International
 SHOPPING 42
42

Consumers consistently search for established brands

Shopping preferences
% of respondents

I regularly seek strong or well-known brands

I seek products with easy to understand

labels

I try to lead a minimalist lifestyle and do not

buy new items unless necessary

I am looking for personalised and tailored

shopping experiences

I regularly seek private label and low-cost

products

I am willing to buy second-hand or

previously-owned items

I pick my travel destinations based on the

quality of shopping there

I seek niche brands that are hard-to-find or

unique

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Colombia Global
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2024 (n = 1,000)
© Euromonitor International
 SHOPPING 43
43

Baby boomers are the most brand-conscious generation

Shopping preferences by generation
% of respondents
I regularly seek strong or well-
known brands

I seek products with easy to

understand labels

I try to lead a minimalist lifestyle

and do not buy new items unless
necessary

I am looking for personalised and

tailored shopping experiences

I regularly seek private label and

low-cost products

0% 10% 20% 30% 40% 50% 60%

Generation Z Millennials Generation X Baby Boomers
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2024 (n = 1,000)
© Euromonitor International
 SHOPPING 44
44

Consumers subscribe to digital streaming platforms

Current use of subscription services
% of respondents

Online streaming services (eg, Netflix, Hulu, Spotify, Amazon Prime, etc)

Regular shipments of household essentials or personal care products (eg, monthly

delivery of toilet paper, shampoo, soap, pet food, etc.)

Curated products selected by brand or company (eg, beauty boxes, pet toys, etc)

Meal kits (ingredients for pre-set meals are delivered at a regular interval)

Other subscription service

0% 10% 20% 30% 40% 50% 60% 70% 80%

Colombia Global
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2024 (n = 1,000)
© Euromonitor International
 Spending

© Euromonitor International
 SPENDING 46
46

Colombians expect to spend more on holidays

Spending intentions over the next 12 months
% of respondents

Spending on travel/holidays 32% 27% 42%

Spending on education 31% 19% 50%

Spending on health and wellness 30% 13% 58%

Spending on new technology 26% 30% 44%

Spending on clothing and

24% 22% 54%
footwear

Spending on experiences 20% 38% 41%

Spending on groceries 15% 32% 53%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Increase Decrease Stay the same
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2024 (n = 802)
© Euromonitor International
 SPENDING 47
47

Gen Z foresees increased spending on education the most

Intention to increase spending over the next 12 months by generation
% of respondents (increase)
Spending on travel/holidays

Spending on education

Spending on health and wellness

Spending on new technology

Spending on clothing and footwear

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Generation Z Millennials Generation X Baby Boomers

Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2024 (n = 892)
© Euromonitor International
 SPENDING 48
48

Few consumers rely on government subsidies

Financial status and concerns
% of respondents

I am concerned about my current financial situation

I am comfortable with my current financial situation

I am able to regularly save a portion of my income

I have more debt than savings (excluding home mortgage/repayments)

I sometimes rely on credit cards, account overdrafts, other consumer borrowing to cover
everyday expenses

I have enough money readily available to cover an unexpected emergency

I rely on financial support from friends or family

I rely on government financial support or subsidies

0% 5% 10% 15% 20% 25% 30% 35% 40%

Colombia Global
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2024 (n = 1,000)
© Euromonitor International
 SPENDING 49
49

Gen X is most concerned about their financial situation

Financial status and concerns by generation
% of respondents

I am concerned about my current financial situation

I am comfortable with my current financial situation

I am able to regularly save a portion of my income

I have more debt than savings (excluding home

mortgage/repayments)
I sometimes rely on credit cards, account overdrafts, other
consumer borrowing to cover everyday expenses
I have enough money readily available to cover an
unexpected emergency

I rely on financial support from friends or family

I rely on government financial support or subsidies

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Generation Z Millennials Generation X Baby Boomers

Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2024 (n = 1,000)
© Euromonitor International
 SPENDING 50
50

Younger generations expect to increase their savings

Spending and saving intentions over the next 12 months Intentions to increase spending and savings over the next 12
% of respondents months by generation
% of respondents (increase)

Saving money 57% 14% 29%

Overall spending 10% 61% 29%

0% 20% 40% 60% 80% 100% 0% 10% 20% 30% 40% 50% 60% 70%
Increase Decrease Stay the same Generation Z Millennials Generation X Baby Boomers
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February
2024 (n = 970) 2024 (n = 970)
© Euromonitor International
 Technology

© Euromonitor International
 TECHNOLOGY 52
52

Consumers in Colombia are proactive in managing their data sharing and privacy settings
Attitudes to technology
% of respondents (agree or strongly agree)
70%

60%

50%

40%

30%

20%

10%

0%
I actively manage data It is important to Targeted ads based I share my data in I prefer to be I prefer to I freely share personal I prefer online virtual
sharing and privacy cultivate my personal on my previous online order to receive anonymous online communicate online information online experiences to real
settings according to brand online and searches and personalised and world experiences
my preferences manage others’ purchase history are targeted offers/deals
perceptions of me an invasion of my
privacy
Colombia Global
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2024 (n = 1,000)
© Euromonitor International
 TECHNOLOGY 53
53

When it comes to online reputation, millennials are the most concerned about it
Attitudes to technology by generation
% of respondents (agree or strongly agree)

I actively manage data sharing and privacy settings

according to my preferences
It is important to cultivate my personal brand online and
manage others’ perceptions of me
Targeted ads based on my previous online searches and
purchase history are an invasion of my privacy
I share my data in order to receive personalised and
targeted offers/deals

I prefer to be anonymous online

I prefer to communicate online

I freely share personal information online

I prefer online virtual experiences to real world

experiences

0% 10% 20% 30% 40% 50% 60% 70%

Generation Z Millennials Generation X Baby Boomers
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2024 (n = 1,000)
© Euromonitor International
 TECHNOLOGY 54
54

Communication is the most frequent online activity

Frequency of online activities
% of respondents
Use a communication or messaging app 68% 15% 5% 9%
Visit or update social networking site 48% 26% 7% 15%
Stream video (eg, YouTube, Netflix) 36% 36% 8% 16%
Access my bank account or use banking services 17% 42% 15% 19% 8%
Compare prices (eg, on a price comparison site) 11% 28% 16% 35% 10%
Read consumer reviews for products or services 9% 27% 17% 36% 10%
Take part in online video gaming 9% 20% 9% 29% 34%
Use an app to track my health or fitness 8% 18% 10% 38% 25%
Visit health-related / medical sites 5% 20% 18% 46% 11%
Engage with metaverse platforms 10% 7% 31% 47%
Remotely monitor or control home appliances 11% 7% 28% 50%
Buy an item or service 21% 27% 41% 8%
Visit an online dating or matchmaking website or app 9% 22% 61%
Write a review for a product or service 17% 12% 49% 19%
Use augmented or virtual reality to enhance my shopping experience 10% 9% 36% 43%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Almost every day 1-2 times a week 1-2 times a month Less than once a month Never
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2024 (n = 1,000)
© Euromonitor International
 TECHNOLOGY 55
55

Older generations regularly use online banking

Frequency of selected online activities by generation
% of respondents (at least weekly)

Use a communication or messaging app

Visit or update social networking site

Stream video (eg, YouTube, Netflix)

Access my bank account or use banking

services

Compare prices (eg, on a price comparison

site)

Read consumer reviews for products or

services

Take part in online video gaming

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Generation Z Millennials Generation X Baby Boomers
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2024 (n = 1,000)
© Euromonitor International
 TECHNOLOGY 56
56

Millennials enjoy online shopping more than other generations

Frequency of selected online activities by generation
% of respondents (at least weekly)

Use an app to track my health or fitness

Visit health-related / medical sites

Engage with metaverse platforms

Remotely monitor or control home

appliances

Buy an item or service

Visit an online dating or matchmaking

website or app

Write a review for a product or service

0% 5% 10% 15% 20% 25% 30% 35%

Generation Z Millennials Generation X Baby Boomers

Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2024 (n = 1,000)
© Euromonitor International
 TECHNOLOGY 57
57

Colombians more likely to interact with companies on social media than other countries
Interactions with companies online in the previous six months
% of respondents

“Follow” or “like” a company’s social media feed or post

Buy something via a social media platform

Talk to a company’s customer service representative through a social media platform

Provide feedback on a product or service to a company via a social media post

Receive a thank you discount or offer for referring someone via social media to do
business with the company

Share a purchase you made with your social network

Share or retweet a company’s social media feed or post

Share or retweet a product

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Colombia Global
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2024 (n = 1,000)
© Euromonitor International
 TECHNOLOGY 58
58

Millennials most inclined to buy something via social media platforms

Interactions with companies online in the previous six months by generation
% of respondents

“Follow” or “like” a company’s social media feed or post

Buy something via a social media platform

Talk to a company’s customer service representative through

a social media platform
Provide feedback on a product or service to a company via a
social media post
Receive a thank you discount or offer for referring someone
via social media to do business with the company

Share a purchase you made with your social network

Share or retweet a company’s social media feed or post

Share or retweet a product

0% 10% 20% 30% 40% 50% 60%

Generation Z Millennials Generation X Baby Boomers

Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2024 (n = 1,000)
© Euromonitor International
CONSUMER VALUES AND BEHAVIOUR IN COLOMBIA

For Further Insight please contact

Jacques Olivier Anjali Jain

Consumer Consultant Consumers - Consultant
[email protected] [email protected]
• linkedin.com/in/jacques-olivier-64b328107/​ • linkedin.com/in/anjalijain007/

Jana Rudė Kristina Balčiauskaitė

Consumer Insight Manager Senior Economies and Consumers Research Manager
[email protected] kristina.balč[email protected]
• linkedin.com/in/Jana-Rude/ • linkedin.com/in/balciauskaite
• @JanaRude

Aistė Kriaučiūnaitė
Survey Consultant
[email protected]
• linkedin.com/in/aiste-kriauciunaite/

© Euromonitor International
CONSUMER VALUES AND BEHAVIOUR IN COLOMBIA

Experience More

This research from Euromonitor International is part of a global strategic intelligence system that offers a complete picture of the commercial
environment. Also available from Euromonitor International:

Industry
Industry reports are updated annually and provide internationally comparable statistics on a wide range of consumer goods, services
and industrial markets.
Country
Internationally cross-comparable data covers more than 210 national markets, with continuous updates providing in-depth strategic
analysis of the competitive landscape and current market trends
Company
Strategic analysis of the world’s largest companies and their activities derived from a global country by country research program.
Economic
The world's most comprehensive market research and in-depth data and analysis on national economic performance and market sizes.
Consumer
The world's most comprehensive market research and in-depth data and analysis on consumer market behaviour.

© Euromonitor International
CONSUMER VALUES AND BEHAVIOUR IN COLOMBIA

Euromonitor’s research spans 210 countries and 99.9% of the world’s consumers

Our research answers your biggest questions. To learn more about how our research solutions can support you contact your local Euromonitor
International office:
Headquarters - London +44 (0)20 7251 8024
Bangalore +91 80 67740500
Cape Town +27 21 524 3000
Chicago +1 (312) 922 1115
Dubai +971 4 372 4363
Dusseldorf +49 (0)211 890944 0
Hong Kong +852 3461 3137
Mexico City +52 55 9990 3120
Santiago +56 2 2 9157200
São Paulo +55 11 2970 2150 Insert image as fill on this shape
Seoul +82 2 6123 0200
Shanghai +86 21 603 21088
Singapore +65 6429 0590
Sydney +61 2 9581 9200
Tokyo +81 3 3436 2100
Vilnius +370 5 243 1577

Analysts in 100 countries

Having on-the-ground analysts in 100 countries provides you with
a local understanding of diverse markets.

Strategic knowledge, tactical data and thought-provoking insights, all in one place

© Euromonitor International
CONSUMER VALUES AND BEHAVIOUR IN COLOMBIA

Tailor these insights to your business

Passport Plus connects you directly to our experts. Through tailored presentations,
expert consultations, and workshops, we help you quickly develop expertise,
pressure test ideas, or inspire new thinking to help shape your future strategy.

Watch this video to learn more and then reach out to your Euromonitor contact to explore more
how you can engage with our teams on this topic.

© Euromonitor International