Table of Content


Consumer landscape in Colombia 2022
Life priorities
Colombians prioritise time for themselves above spending time with others
Generation Z are much more focused on prioritising time for their favourite activities
Consumers appreciate curated experiences that are tailored to their tastes
Millennials put high value on being distinct from others
Consumers enjoy trying new products and services
Gen Z do not have a strong preference for branded goods over non-branded alternatives
Home life
Colombians spend a lot of their time at home connecting with their friends and family
Gen X work and exercise at home more often than other cohorts
Over half of Baby Boomers want to live near public transport
Eating habits
All generations prefer home-cooked food well above all other types
Consumers look for affordable healthy and nutritional properties in the food they eat
Baby Boomers regularly eat less meat or fish than other cohorts
Only a third of Gen Z say they eat their meals at the same time each day
Working life
Colombians want to have a secure job
Work-life balance is a desirable work-related factor for all cohorts
Younger cohorts seek jobs that offer high salaries over other incentives
Colombians want jobs that give them the flexibility to set their own hours and work at home
Generation Z more likely to look abroad for job opportunities
Leisure habits
Socialising online has become a regular activity for all cohorts
Leisure shopping and cinema visits appeal most to Colombians
Millennials more regularly engage in leisure activities than other cohorts
Domestic leisure trips become more popular as overseas travel stymied
Travellers look for destinations where they can relax without having to pay for extras
All-inclusive hotels and resorts more popular among Baby Boomers
Health and wellness
Over 60% exercise every week to improve their health and wellbeing
Nearly half of respondents say they walk or hike for exercise every week
Millennials are actively engaged in all types of exercise
Yoga is not as popular a stress-reduction activity in Colombia as globally
Generation Z more likely to use sleep aids to combat stress
Sustainable living
Over 70% are trying to have a positive impact on the environment
Older generations are more concerned about climate change
Colombians have higher rates of green behaviours than global average
Consumers more inclined to use sustainable packaging than average
Nearly half share their opinions on social/political issues on social media
Older cohorts more likely to share their opinions on social media
Shopping habits
Consumers continue to enjoy visiting shopping centres
Baby Boomers focus on buying less to afford higher-quality products
Colombians are highly influenced by friends/family recommendations
Older generations more influenced by friends/family recommendations
Subscription service users are most motivated by the convenience
Millennials motivated to use subscription services to receive tailored products
Shoppers most motivated to shop in-store to see and try and take home
Baby Boomers are still more motivated to shop in-store than other generations
Consumers shop online for instant purchase and a variety of brands
Baby Boomers motivated to shop online for the availability of a variety of brands
Spending habits
Younger cohorts more focused on increasing spending on travel and holidays in future
Over half of consumers expect to decrease their overall spending
Technology
Over 50% of consumers manage data sharing and privacy settings
Millennials feel it is important to cultivate their personal brand
Gen Z less likely to own a desktop or laptop computer than older cohorts
Colombians’ ownership of smartwatches is higher than the global average
Colombians are more active on social networking sites than average
Over 40% of Generation Z take part in online video gaming every week