American exporters face new market conditions in Colombia, as well as new opportunities, as the country emerges from the novel coronavirus (COVID-19) pandemic. Private-label product market share, especially for more affordable rice, beans, and canned tuna, is increasing. Companies providing large discounts increased their market presence, benefiting from the economic downturn. COVID-19 influenced consumer habits and preferences. These are altering the landscape for retailers, food industry, and food service.