Baby and Child-Specific Products in Bolivia

PROSPECTS

Products with natural ingredients are well accepted by Bolivian mothers

Natural ingredients are widely used in baby care. The use of natural products is mainly in specific subcategories such as baby wipes and 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, there are many different options available in terms of price that are affordable for most middle- and upper-income households.

Sun care awareness among parents 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 2017. 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 2017 as these companies offer a broader portfolio of products at a wide range of prices. In addition, their brands are perceived as offering good quality.

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