Baby and Child-Specific Products in Bolivia

PROSPECTS

Bolivian mothers starting to adopt products with natural ingredients in spite of long tradition of using home-made solutions

Natural ingredients are widely desirable in baby care, and Bolivians have traditionally used home-made baby wipes and nappy (diaper) rash treatments. For example, some parents prefer to use cotton wool balls soaked in camomile water to clean a baby's skin instead of baby wipes or cornstarch instead of nappy (diaper) rash treatments.

Baby care products expanding focus to mass markets

In previous years, baby and child-specific products were considered niche goods with high prices. Now, however, many different options are available that are affordable for most middle- and upper-income households.

Sun care awareness amongst parents is rising

Sales of baby and child-specific skin care and sun care are increasing in Bolivia due to greater awareness of the health risks associated with sun exposure. Nevertheless, sales are stronger on the western side of the country where cities are located around 3,000 metres above sea level and UV radiation is stronger.

COMPETITIVE LANDSCAPE

Johnson & Johnson supports sales with promotional activities at points of sale

Importadora Logmark Esapro maintained its leading position in baby and child-specific products in 2018. The company is responsible for the marketing and distribution of the Johnson & Johnson brand in Bolivia, which enjoys strong consumer loyalty and is perceived as offering a wide portfolio of high-quality products at affordable prices.

International brands lead baby care

International manufacturers continued to lead baby and child-specific products in 2018 as these companies offer a broader portfolio of products at a wide range of prices. In addition, consumers perceive their brands as offering good quality.

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