Herbalife reports sales growth and portfolio expansion in Colombia
Market Growth and Sales Figures in 2025 and 2026
The nutrition and wellness sector in Colombia has shifted away from traditional goods over the past 25 years to include dietary supplements, sports nutrition, and functional foods. Within this evolving market, Herbalife reported sales exceeding COP $175 billion during 2025, according to company data. That financial momentum continued into the following year, with first-half sales for 2026 registering a 5% increase compared to the same period in 2025.
“The growth of 5% in sales registered during the first semester of 2026 reflects the strength of our operation in Colombia and the commitment of our Independent Distributors,” said Andrés Peñuela, sales and marketing director for Herbalife in Colombia, Venezuela, and Bolivia, as reported by Technocio. The company currently relies on a network of over 50,000 Independent Distributors across the country. Raúl Manrique, vice president and general manager for Central and South America, noted that Colombia serves as a key regional hub for innovation and entrepreneurship.
Product Portfolio Expansion and Logistics
To meet changing consumer demands, Herbalife’s commercial portfolio in Colombia has grown to more than 45 references spanning foods, dietary supplements, and outer nutrition items. Over the preceding five years, the enterprise introduced nine new product releases in the country, targeting protein needs, sports nutrition, functional beverages, and cardiovascular wellness.
Logistical operations have also changed to reduce inventory burdens on independent sellers. The company introduced a direct-to-consumer delivery system paired with logistical partnerships, which achieves delivery times under 24 hours across most cities and maintains satisfaction ratings above 90%, according to corporate figures. In addition, the firm holds a Gold Category Certification from the Colombian Direct Selling Association (ACOVEDI) Code of Ethics and participates in the World Federation of Direct Selling Associations (WFDSA) codes of conduct.
Sports Sponsorships and Community Programs
Herbalife’s presence in Colombia extends into competitive athletics and social initiatives. The brand currently sponsors tennis player Camila Osorio as part of Team Herbalife, alongside major athletic events such as the Bogotá Half Marathon, the Medellín Marathon, and the Barranquilla Marathon. Past sports associations include national football team players such as Mario Yepes, David Ospina, Yoreli Rincón, and Juan Guillermo Cuadrado, as well as Millonarios FC.
On the social front, the company operates through the Herbalife Family Foundation (HFF) and its Casa Herbalife program. During 2025, the foundation allocated more than $105,000 to local entities including Fundación Cristiana Pan de Vida, Fundación Comparte por una Vida, and Fundación Pocalana, funding nutrition programs that aided over 460 children. The organization also partners with the Colombian Association of Food Banks (ABACO) to address food insecurity and participates in circular economy packaging initiatives managed by Punto Azul.