Our CHL work in Colombia began in April 2017. Our goal was to provide consumers with nutrition and physical activity guidance and education to empower them to make more informed purchasing decisions. The programme ran across eight stores in Bogotá and was titled, Give a Healthy Twist to Your Life. The programme was supported by CGF members Alqueria, Cencosud, Femsa, Grupo Bimbo, Grupo Éxito, Barilla, Kellogg’s, Nestlé, PepsiCo and The Coca-Cola Company.
Running across eight stores over a period of two months, the campaign was successful in reaching more than 12,000 customers and included interactive stands at the point-of-sale with support from professional nutritionists and personal trainers who were on hand to provide customers expertise and guidance throughout the day.
Then in August 2018, we expanded the campaign to 60 Grupo Éxito and Cencosud stores in Bogotá and Medellín, reaching more than 23,000 customers in-store. With expert nutritionists onsite, as part of instore health stations, customers will be able to get the very best advice and information on how to enjoy a balanced diet, manage portions, ensure proper hygiene, understand food labels and stay active. Those CGF members joining the second CHL Colombia campaign included Grupo Bimbo, Cencosud, Clorox, Colgate-Palmolive, The Coca-Cola Company, Grupo Éxito, Kellogg’s, Nestlé, PepsiCo, Postobón and Procter & Gamble.
Latin America was chosen as the location of the CGF’s first regional Board and for CHL Colombia, the first of our regional CHL initiatives, in response to the nutritional indicators of Latinos that highlight the growing problem of malnutrition and obesity in the region.
According to Nielsen in its 2015 Global Health and Wellness Report, 34 million people go hungry in Latin America. At the same time, 59% of the population is obese, 54% think they are overweight and 56% are doing something to lose weight. In Colombia, per the National Nutrition Situation Survey (ENSIN), 1 in 2 people are overweight and only 1 in 4 Colombians do 150 minutes of physical activity, the recommended weekly amount for a healthy life.
Nilsen figures also show that healthy purchasing trends in the region have strengthened, with a 16% sales increase. In addition, 75% of Latin Americans are interested in changing their diet, 63% are starting to exercise regularly and 48% are looking to reduce portion sizes.
To learn more about our activities in CHL Colombia, or to see how your company can get involved, please contact our LatAm manager.