Colombian confectionery exports grow 19%, further boost expected for Halloween
Colombia has registered a remarkable growth in Colombian confectionery exports, a sector that has taken advantage of creativity and market opportunities on key dates such as Halloween, according to the National Association of Foreign Trade (Analdex).
Between January and July 2024, foreign sales of confectionery increased 19% compared to the same period in 2023, reaching USD $259 million. The main markets for Colombian confectionery are the United States, Venezuela, and Ecuador.
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Boom in Colombian confectionery exports in 2024
According to figures from the National Tax and Customs Directorate (DIAN), the confectionery sector has experienced a boom, especially in the export of products such as chocolates, candies, confectionery and pastilles, which account for 43% of international sales.
Colombia’s non-cocoa confectionery segment, including products such as white chocolate, grew by 13%, from US$39 million to US$44 million.
Cocoa-based food preparations, on the other hand, showed an even more significant increase of 57%, reaching USD $30 million between January and July 2024, compared to USD $19 million in the same period of the previous year.
Innovation opportunities for the Colombian confectionery industry
Emblematic companies such as Compañía Nacional de Chocolates have capitalized on the Halloween season to innovate their products. According to Andrés Serna Rojas, the company’s logistics director, “Halloween is the fourth most important season of the year for the business, whose internal sales are equivalent to 9% of the annual total”.
The company’s strategy has been to offer new flavors, attractive packaging and small portions in multipack presentations, specifically adapted to the season.
Under the Dracula brand, one of the icons of the season, Compañía Nacional de Chocolates will launch products such as strawberry-filled chocolates, chocolate-covered wafer cookies and chocolate-covered marshmallows, all in Halloween-themed packaging.
Innovation has enabled the company not only to consolidate its position in the domestic market, but also to expand into the Central American, Peruvian, Ecuadorian and Mexican markets.
Innovations in international markets
The Colombian confectionery is not only consolidating its position in the region, but is also penetrating markets beyond Latin America. In the United States, the company will launch “Nucita Ojo de Zombie”, a novel creation that includes a white chocolate bonbon with lemon filling, designed to appeal to children with eye-catching packaging. These types of innovations, focused on niche markets, are key to expanding the presence of Colombian products in international markets.
For Javier Díaz, president of Analdex, although Colombian confectionery brands are well positioned abroad, there are still opportunities to be explored. “There are market niches, especially in Latino or ethnic communities, that are familiar with Colombian products and that can be conquered with greater supply and added value,” says Diaz.
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Regional growth in exports
Growth in confectionery exports has not been homogeneous at the national level, with some departments standing out over others. Valle del Cauca leads exports with US$80 million between January and July 2024, representing 31% of external sales. It is followed by Caldas, with US$69 million, and Antioquia, which had an impressive 59% growth, going from US$31 million to US$49 million. Bogota also showed remarkable progress, registering growth of 68%, with exports increasing from US$26 million to US$44 million.
Challenges and opportunities for the sector
Despite its success, the Colombian confectionery sector faces challenges in international markets. Mauricio Escobar, Colombina’s vice-president, notes that while the United States is a key market for the company, there are also obstacles such as inflation, currency fluctuations and strong local competition. Colombina, which reaches more than 70 countries, has used its knowledge of each market to adapt to region-specific consumption opportunities.
Escobar also stresses that, although the Colombian market is the most important for the company, international expansion is a priority. Iconic products such as Bon Bon Bum, Mixins and Chewz Me have established themselves in markets such as the United States, yet the company continues to explore new ways to increase its global presence.
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