Colombia: The potato snack market is expected to grow by 5.10% between 2025 and 2034.

Today, french fry lovers around the world are celebrating, as August 20th is internationally recognized as World French Fry Day. While the origin of french fries is disputed between France and Belgium, it’s no secret that they have become a part of global culture due to their widespread popularity among consumers, including Colombians.

But the classic fries that accompany hamburgers are not the only ones; another relevant format of fries are packaged fries. Regarding this product, the firm EMR presented market prospects, highlighting that in Colombia, this segment had growth in 2024 and the compound annual growth rate, between 2025 and 2034, is expected to be 5.10%.

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Additionally, it highlights that potato chip consumption represents approximately 20% of the snack market. Globally, Imarc, a market research company, emphasized that the potato chip market reached US$34.3 billion in 2023 and projected that by 2032 it will reach US$43.6 billion, with a growth rate of 2.6% between 2024 and 2032.

The market in Colombia

The country has various players that make this one of the most consumed products. Andrea Estrada, analytical insights manager at Nielsen, highlighted that the most consumed categories in Colombia are snacks, with potato chips being the main product.

THE CONTRASTS

• José Ricardo Betancur, CEO of Monterojo

  “We offer a diverse portfolio of snacks, including potato chips in various gourmet flavors, available in family and individual sizes. This has established us as a viable alternative.”

• Camilo Montes, Director of the Food Industry Chamber of the Andi

  "Potatoes for the industry (fried and precooked) play a strategic role in the agro-industrial chain; this channel absorbs about 8% of national production, with transformations that generate added value, employment and export possibilities."

• Alejandro Díaz, Director of Categories for Kellanova Pacific

  "At Kellanova, we aspire to become the global snacking powerhouse. Pringles is the second most important division within our business and has shown double-digit growth in recent years."

EMR highlights that Super Ricas and Margarita are among the leading brands in the segment. PepsiCo Colombia owns Margarita potato chips through its subsidiary Frito-Lay. The company is the most prominent in the country, ranking highest (87) among the 1,000 largest companies as a result of its extensive product portfolio and market penetration.

Each year, the company purchases approximately 90,000 tons of locally grown potatoes to supply its production, while also providing stability for farmers. “We are committed to strengthening a sustainable food system,” emphasized María Paula Cano, Director of Corporate Affairs and Sustainability at PepsiCo.

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Super Ricas is a traditional brand that has had recent achievements due to its innovation with different products and currently has more than 90,000 points of sale in Bogotá, Cundinamarca, Boyacá, Tolima, Huila, Meta, Antioquia and Santander.

Other companies that produce potatoes are Ramo, Yupi, and Kellanova Pacifico, the latter being the producer of Pringles potatoes, and among its portfolio, the most outstanding are Original classics, Cheese and Cream & Onion, and this year they launched the Honey Mustard and BBQ varieties.

"Innovation is one of our most important pillars and is deeply linked to our brand identity. Part of our value proposition is to surprise consumers with new, different, and disruptive flavors that generate conversation and excitement. We differentiate ourselves by being the first canned potato, with a unique shape and a distinctive consumption experience," said Alejandro Díaz, category director for Kellanova Pacific.

Pringles is the focus of the company’s major growth efforts in the region, with large projects such as the opening of a second plant in Latin America, located in Mexico, and the strengthening of operations at the plant in Brazil.

In addition to these, there’s another more recently created brand that has achieved significant growth due to its unique approach, such as MonteRojo, which offers alternative flavors. In fact, its best-selling products are sweet BBQ, lemon lime, and pink salt potato chips.

José Ricardo Betancur, CEO of MonteRojo, highlighted that potatoes represent 66% of their total sales, and in the last year, the brand reached a sales volume of approximately 550 tons, representing an 8% growth compared to the previous year. “Potato chip consumption has shown sustained growth, driven by changes in consumption habits, the growth of modern retail channels, and consumers’ preference for convenient snacks with innovative flavors,” he commented.

However, Camilo Montes, director of the Food Industry Chamber of ANDI (National Association of Industrialists), pointed out that between 2022 and 2025, demand for potatoes as an input for this sector fell by more than 20,000 tons, affected in part by the impact of the tax on ultra-processed products and the higher price of potatoes. "Protecting this supply chain is not just an industrial issue, but a commitment to stabilizing producer income, taking advantage of the national supply, and preserving an industry that connects the field and the end consumer," he added.

Consumption of fried foods and packaged foods

A study conducted by the National Schoolchildren’s Health Survey (ENSE) revealed that, between 2019 and 2020, 47.3% of schoolchildren consumed more than one fried food item per day. The percentage for boys was 54.2%, while for girls it was 51.3%.

On the other hand, regarding packaged food consumption, 84.2% reported consuming packaged products at least once a week. Bogotá showed that the majority of students consume packaged products one or more days a week, with a figure of 84.2%. Medellín had the highest percentage, reaching 86%.