Bleach in Bolivia

PROSPECTS

Growth in bleach is high due to its affordability and the uncertain political climate

Bleach used for disinfection is a rooted habit of Bolivian consumers, use for multi-purpose cleaning and floor cleaning surfaces. Bleach remains an essential product in the majority of households in Bolivia, due to its disinfectant and cleaning properties.

Innovations include various prices and sizes, and the launches of different fragrances and aromas to attract consumers

In 2019, domestic players of bleach drove further sales by introducing smaller pack sizes, mainly available through traditional channels. These attract consumers due to their lower price points and convenience, being particularly attractive to lower-income consumers.

The government strengthens control of bleach sales, increasing the entrance of new players that align with the rules

The Bolivian government has added bleach that contains sodium hypochlorite to its list of controlled substances because of its potential use as a component in cocaine production; this regulation is detailed at 1008 Law. This disposition is not new in Bolivia, but legislation has been supported with a new disposition to strengthen control of its commercialisation and production.

COMPETITIVE LANDSCAPE

Bleach leadership is concentrated among several players, with X5 remaining the number one product

Santiago Saenz retains its lead in 2019, with a leading value share with its offering X5. The product is highly popular among Bolivian consumers, and the player benefits from having developed an extensive distribution network in urban and rural areas.

Domestic production lead due to their advantage in distribution and lower prices

Local brands led sales of bleach in 2019 because they have the advantage of wide portfolios, lower prices and extensive availability, especially through the traditional channel. International brands are impacted by contraband and distribution challenges.

Industrias Luri Srl launches Todo Brillo bleach in different fragrances, while Cruzimex Ltda aligns with charity Davosan and showcases its social corporate responsibility

In 2019, Industrias Luri Srl launched Todo Brillo Bleach with no fragrance, lemon fragrance and lavender. The major strength of the product is its lower prices, and it benefits from promotional activities at the point of sales, wherein 2019 it offered gift with each 1-litre bottle.

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