September 24, 2025 – Colombia’s food and beverage consumption is evolving, with concern for the planet and personal health being the key reasons. While cost is having an impact on certain beverages and bread products remain below the average penetration rates, the rise of non-alcoholic beverages and a focus for high protein claims are evident across the South American country. This report by Innova Market Insights looks at Colombian food and beverage consumption habits and assesses the factors that are driving changing demand in specific categories.
What Challenges are Facing Colombian Consumers?
Food trends show that Colombians are most concerned in the health of the planet as are most other countries. As food security and health are being impacted by the effects of climate change, it is no surprise that those researched have legitimate concerns about the future. Demographically, consumers are aware that with an aging and growing population there needs to be contingency plans to support them, with more urgent matters focusing primarily on the health of the population at hand. Economically, like many other countries, the people of Colombia are aware of economic uncertainty, which is also the fourth major global concern along with corruption.
What are the Important Category Drivers in Colombia?
Consumers in the country are acutely aware of three main factors for their food and beverages, which are cost, freshness, along with taste and flavor. These tend to be hugely influential in choice across most products, while the experience of taste and affordability are intertwined. Within the food industry in Colombia, consumers place high value on clean label attributes such as real ingredients or natural flavors, with a soft spot for claims that featured locally sourced or produced items. It should also be noted that organic claims are trusted indicators of authenticity for many and are widely preferred across categories like bread, dairy, hot drinks, and spreads.
Health plays an increasingly influential role in shaping consumption habits, especially in breakfast cereals, energy bars, plant-based products, and sports nutrition. For Colombians, healthier sounding claims are a win-win situation for them, with reductions in fat and sugar, high protein and fiber and fortified vitamin based food and beverages. All of which align with their active lifestyles and dietary goals. Outside of these, a driving change in routine has seen a pivot for variety and novelty in new formats and flavors.
Do Beverages Play a Significant Role?
If you are wondering if Colombian attitudes to alcoholic beverages are changing, then you will find that they are. Faced with rising costs and awareness towards better health, consumption of alcohol is declining in the country. Although the purchasing penetration remains similar to that of the 41% global average, it would appear that the favorable consumption of beer, wine, and champagne is not as strong as it once was.
The usual suspects are the key influences for beverages also, with taste, flavor and cost being the key factors that consumers consider. For alcoholic beverages, a fifth of those researched cited the safety, premium quality and indulgent nature of the drinks to be decisive drivers. There is also a growing demand for non-alcoholic alternative beverages which are subject to the same conversations.
What Do Colombians Look for in Soft Drinks?
The leading drink is bottled water and Colombians like it because of its healthy image, which was cited by 81% of “increasers” compared to the 66% global average. Food trends reveal that nearly 50% of Colombian consumers like the fact there are no artificial flavors or colors, and product safety is one of the top claims. Of course for soft drinks, it was similar to other beverages with a strong preference for taste, cost and freshness.
Elsewhere in drinks such as iced coffee, claims such as vegetarian or vegan, real ingredients and no artificial flavors or colors are highly valued. For juices and smoothies, important claims really focused on sugar reduction, natural ingredients and being a high source of protein. Most interestingly was that a fifth of those researched actually had a fondness for caffeine-free claims in their soft drinks.
What are the Preferences in Hot Drinks Choices?
Cost is the top attribute influencing hot coffee consumption, as said by 71% of Colombian consumers, while of course taste and freshness were not far behind. The same can be said for hot tea in this regard. Within the food industry in Colombia, some consumers have mentioned that a change in their lifestyle and needs of their household were among some of the reasons for their increased consumption of hot drinks, with health and a degree of improved variety being standout features too. These drinks are largely consumed at breakfast time with sugar reduction and a more natural way to start the day being important to them.
Are There Influencing Factors for Everyday Staples in Colombia?
Cost, taste, flavor, freshness and health claims were again the key influencing factors for many other food and beverages trends in Colombia. Bread and breakfast cereal choices are influenced by these factors despite a slightly lower penetration compared to global counterparts. Tradition is another element that matters for baked goods, while Colombian consumers seek health-related claims such as a source of fiber or protein, and reduced sugar for their daily bowl of breakfast cereal.
Dairy products are seeing an increase in their prominence with a strong purchasing penetration rate of 80%, which is more than the global average. Cheese leads the way ahead of milk and flavored milk drinks with yogurt not too far behind. Food trends reveal that taste and flavor matter most, while protein and reduced fat do factor as important considerations.
Priorities in meat, fish and poultry are similar to that of the other categories, as freshness and taste define what makes a product great in the eyes of Colombians. Global penetration is actually lower for these foods than the Colombian market, as meat and poultry are favored more than seafood. High protein and reduced fat claims add particular value for Colombian consumers in meat and fish products, with two out of every five consumers looking for omegas 3 and 6 in their food also.
Do Colombian Consumers Prioritize Clean Labels and Healthy Options?
Food trends show that Colombian consumers prioritize clean labels and healthy options in meal preparation choices. While more than half of those researched said that taste was important for them across categories. Organic and premium-quality ingredients are favored by Colombians as they seek traditionally made, natural food.
Is There a Declining Consumption of Snacks and Treats in Colombia?
Colombia’s consumption of snacks and treats is lower than the global average, except for sweet biscuits and chocolate. The main reasons for this decline include health concerns and changing tastes and lifestyles. However, desserts and ice cream are exceptions, as new flavors and promotions boost sales. Meanwhile, indulgence claims and avoiding artificial flavors or colors have presented themselves as definitive issues.
Are Plant-Based and Special Diets Popular?
Colombia has low sales of plant-based foods and special diets, including meat substitutes and dairy alternatives. More than a third of consumers say that taste, freshness, and price influence their choices the most. There is also an increasing influence of claims like high protein, organic ingredients, and reduced fat or sugar in buying decisions.
Colombians are interested in sports nutrition because of their focus on health and exercise. Innova found that 50% of consumers mention health benefits as a reason for their interest. Within the food industry in Colombia, they also look for products that offer high protein, safety, reduced sugar, functional ingredients, and organic labels. Effectiveness and functionality are important to 30% of Colombian consumers, which is slightly above the global average of 28%.
What’s Next for Food Industry in Colombia?
Innovative, affordable, flavor-rich, and fresh products are leading the way in the Colombian market as evidenced by this report. There is a gap in the market to feed the appetite of consumers with ready meals or snack kits designed to emphasize local flavors conveniently without compromise. Consumers seek real ingredients, no artificial additives, traditionally made or locally produced food and beverages in Colombia, so a new series of clean label products with authenticity are likely to be a target for brands.
Colombian consumers are interested in products that have less sugar and fat, more protein and fiber, and added vitamins and minerals. Brands can offer fortified yogurts or cereals with ingredients to support health goals while fitting into daily routines. By emphasizing specific health benefits like energy, digestion, or immunity, brands can engage consumers better.
Offering convenient formats that provide variety and indulgence attracts modern consumers. They seek new formats and diverse flavors that match their busy lives. Options like variety packs of snacks, single-serve indulgent spreads, or multi-texture dairy desserts can deliver excitement, convenience, and satisfaction. Limited-time or seasonal editions can also encourage shoppers looking for new experiences.
This article is based on Innova’s Category Growth Drivers in Colombia report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more