Adult Incontinence in Bolivia

TRENDS

Life expectancy in Bolivia rose in the last two years of the review period. According to a report published by the WHO (World Health Organization), life expectancy increased from 68.3 to 70.7 years. As a consequence, companies increased their focus on older adults.

COMPETITIVE LANDSCAPE

Kimberly Bolivia led sales of adult incontinence in Bolivia with an 89% value share. The company’s brand Plenitud is widely available in Bolivia. The brand’s distribution is not only concentrated in modern retailers, but it is also available through traditional retailers and at competitive prices. In addition, Plenitud can be bought by the unit in small grocery retailers nearby to hospitals, which benefits product sales. The availability of Plenitud helped boost its sales and positioned the company as the leading player. Kimberly Bolivia also invests in the development of adult incontinence by offering a variety of products. In addition, as part of its CSR (Corporate Social Responsibility) activities, since 2010, Kimberly Bolivia has made several donations to hospitals in the country, consisting mainly of supplies and medical equipment. Health and hygiene brands, such as Huggies nappies, Scott toilet paper, Kotex women's towels and Plenitud adult nappies, have a CSR department dedicated exclusively to these types of activities, but also offers a group of volunteers of at least 80 people – company employees – who support various activities.

PROSPECTS

Adult incontinence is set to continue recording growth over the forecast period. The increasing population of elderly adults and low penetration of category are likely to benefit sales of adult incontinence in Bolivia. In addition, companies are starting to take interest in the category due to its increasing size and because consumers on middle and high incomes have growing purchasing powers.

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