Colombian hygiene specialist reported robust growth in 2021

Following a year of robust growth, Grupo Familia is investing more than $50 million in a new facility in the new free development zone in Reionegro, Antioquia, Colombia. This project will be the fourth plant in Colombia for Grupo Familia, which is majority owned by Swedish hygiene manufacturer Essity. The company also operates two plants in Ecuador, one in the Dominican Republic and one in Argentina.   Based in Medellin, Colombia Grupo Familia has traditionally targeted the Caribbean and South America, with the exception of Brazil, which has traditionally been served by Essity directly. Since Essity acquired the majority stake in Familia last year, the two companies have been working to cover the region together.   “For example, in personal care categories there are many synergies between countries like Mexico and Colombia. In surface cleaning or categories such as wet cloths, there are many relationships between Colombia, Peru and Chile. In incontinence categories, under the Tena brand, there are synergies with Brazil”, says president Andrés Gómez. .  Familia operates primarily in Personal Care, and also in Consumer Tissue and Professional Hygiene. In Colombia, Familia is the market leader for feminine care with the brand Nosotras, incontinence products with the brand Tena and consumer tissue with the Familia brand. In 2021, Familia reported positive results despite a complex first half thanks to innovation and sustainability initiatives. In particular, Colombia stood out. “We were able to report very encouraging growth, above 9% for the total company and 14% in Colombia. That reflects that dynamic and that push that we are perceiving at the start of the year”, Gomez says.   Net sales split per category was Feminine Care 38%, Consumer Tissue 31%, Baby Care 13%, Incontinence Products 11%, and Professional Hygiene 7%. The most important countries are Colombia and Ecuador, with respectively 50% and 21% of net sales 2020. Familia has approximately 5000 employees.      In Colombia, Familia is the market leader for Feminine Care with the brand Nosotras, Incontinence Products with the brand Tena and Consumer Tissue with the Familia brand. Net sales split 2020 per category was Feminine Care 38%, Consumer Tissue 31%, Baby Care 13%, Incontinence Products 11%, and Professional Hygiene 7%. The most important countries are Colombia and Ecuador, with respectively 50% and 21% of net sales 2020. Familia has approximately 5000 employees and eight production facilities.  

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