Household Care in Bolivia
Euromonitor International's Household Care in Bolivia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 76 | Publication date: Jul 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Laundry care grows
Laundry care products such as bar detergents and powder detergents are already considered traditional in Bolivia. Both product categories hold penetration rates of around 100%. Although both products are used for laundry, Bolivian housewives prefer bar detergents for specific uses such as delicate clothes or baby clothes.
Considering washing machines have a low penetration in Bolivia (42% urban, zero in rural areas), hand washing is still the most common method of washing clothes, and bar detergents and powder detergents are the most appropriate tools for this. Nevertheless, the presence of liquid detergents is increasing, mainly in urban markets where washing machines are found. The brand Ola Futuro (Astrix SA) was re-launched in 2007 with new packaging, and more varieties have impacted sales, mainly amongst the upper socio-economic segment.
Household care market strongly influenced by contraband
Household care products have very low market penetration, estimated at less than 50%. Although national companies such as Astrix SA and Minoil Bolivia Ltda (distributor for the Peruvian company Intradevco Industrial SA) have invested heavily in educating consumers about their products, all legal companies agree that contraband is taking advantage of their efforts.
Astrix SA has been very aggressive with marketing activities in the marketplace, targeting both final consumers and retailers. This company’s goal is to educate consumers as a way of increasing market penetration and achieving market volume and value growth.
Housewives are learning about the benefits of products, but they are purchasing contraband products due to their lower prices; Argentinean and Brazilian products in particular are the most available in the open market.
New brand launches and re-launches are key in 2007
The economic bonanza since late 2006 in Bolivia, due to record commodity prices, boosted volume and value sales in household care in Bolivia. Both national and international companies understood this was the best time to introduce new products and brands, as well as re-launch existing brands to capitalise on the economic expansion.
Minoil Bolivia Ltda increased its portfolio with products under its new Sapolio brand, including floor polish, fabric softeners and surface care products. Astrix SA on the other hand introduced the first Bolivian shoe polish, re-launched its liquid laundry detergent, adding a pre-wash treatment, and re-launched its fabric softener whilst increasing the varieties from two to four; all under the Ola brand. These new introductions and re-launches have been key growth factors for both companies.
Chlorine bleach starting to legalise
Despite the fact that all chlorine bleach sales are subject to government control in Bolivia (chlorine is used as an ingredient for cocaine manufacturing), the chlorine bleach category has over a 50% share of contraband.
Since 2006, several national manufacturers have introduced chlorine bleach brands. This increased legal sales in 2007. Astrix SA and Industria Química Utanapu SRL are the two companies seeing an improved performance for their chlorine bleach brands: Ola Clorito and Lavandina Tigre.
It is also important to note that chlorine bleach products are targeted mainly towards lower socio-economic segments, since upper class consumers are substituting these products with other laundry aids and spot treatment products such as pre-washes and powder detergents fortified with spot treatments.
Household care market expects to maintain fast growth rates
The household care market has several product categories which are new to the typical consumer in Bolivia. Some categories have market penetration rates under 10%.
National manufacturers, as well as importers, are increasing their marketing investment, since they understand that the Bolivian market holds significant potential. Efforts are still focused on informing consumers on the benefits of and ways to use these products; some are perceived as “modern ways”, meaning some consumer segments are currently changing their cleaning habits to include household care products.
The household care market is growing very fast; the country’s economic bonanza has allowed a larger proportion of the population to increase their purchases in this market, and potential buyers are becoming interested in “new” products and brands.
Table of contents
HOUSEHOLD CARE IN BOLIVIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Laundry care grows
Household care market strongly influenced by contraband
New brand launches and re-launches are key in 2007
Chlorine bleach starting to legalise
Household care market expects to maintain fast growth rates
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 8 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 9 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
ASTRIX SA
Strategic Direction
Key Facts
Summary 2 Astrix SA: Key Facts
Summary 3 Astrix SA: Operational Indicators
Company Background
ProduCtion
Summary 4 Astrix SA: Production Statistics 2007
Competitive Positioning
Summary 5 Astrix SA: Competitive Position 2007
INDUSTRIAS DE ACEITE FINO SA
Strategic Direction
Key Facts
Summary 6 Industrias de Aceite FINO SA: Key Facts
Summary 7 Industrias de Aceite FINO SA: Operational Indicators
Company Background
Production
Summary 8 Industrias de Aceite SA: Production Statistics 2007
Competitive Positioning
Summary 9 Industrias de Aceite SA - FINO: Competitive Position 2007
LAUNDRY CARE IN BOLIVIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Indicators
Table 10 Household Penetration of Washing Machines 2002-2007
Sector Data
Table 11 Sales of Laundry Care by Subsector: Value 2002-2007
Table 12 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 13 Sales of Laundry Detergents by Type: Value 2002-2007
Table 14 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 15 Sales of Laundry Aids by Type: Value 2002-2007
Table 16 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 17 Laundry Care Company Shares 2003-2007
Table 18 Laundry Care Brand Shares 2004-2007
Table 19 Laundry Detergents Company Shares 2003-2007
Table 20 Laundry Detergents Brand Shares 2004-2007
Table 21 Laundry Aids Company Shares 2003-2007
Table 22 Laundry Aids Brand Shares 2004-2007
Table 23 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 24 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS IN BOLIVIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Indicators
Table 25 Household Penetration of Dishwashers 2002-2007
Sector Data
Table 26 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 27 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 28 Dishwashing Products Company Shares 2003-2007
Table 29 Dishwashing Products Brand Shares 2004-2007
Table 30 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 31 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE IN BOLIVIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 32 Sales of Surface Care by Subsector: Value 2002-2007
Table 33 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 34 Surface Care Company Shares 2003-2007
Table 35 Surface Care Brand Shares 2004-2007
Table 36 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 37 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN BOLIVIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 38 Sales of Chlorine Bleach: Value 2002-2007
Table 39 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 40 Chlorine Bleach Company Shares 2003-2007
Table 41 Chlorine Bleach Brand Shares 2004-2007
Table 42 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 43 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN BOLIVIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 44 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 45 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 46 Toilet Care Products Company Shares 2003-2007
Table 47 Toilet Care Products Brand Shares 2004-2007
Table 48 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 49 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN BOLIVIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 50 Sales of Polishes by Subsector: Value 2002-2007
Table 51 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 52 Polishes Company Shares 2003-2007
Table 53 Polishes Brand Shares 2004-2007
Table 54 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 55 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN BOLIVIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 56 Sales of Air Care by Subsector: Value 2002-2007
Table 57 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 58 Air Care Company Shares 2003-2007
Table 59 Air Care Brand Shares 2004-2007
Table 60 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 61 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN BOLIVIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 62 Sales of Insecticides by Subsector: Value 2002-2007
Table 63 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 64 Insecticides Company Shares 2003-2007
Table 65 Insecticides Brand Shares 2004-2007
Table 66 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 67 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012