Mass Beauty and Personal Care in Bolivia

PRE-COVID-19 PERFORMANCE

Companies respond to price-sensitive consumers and grow the men’s grooming product line in 2019

Global brands have consolidated their presence in Bolivia with their supply of mass consumer products, especially in beauty and personal care. With the expansion of the middle class in the country, it has been possible for these companies to introduce a wide range of products.

Online platforms expand in 2019

Companies in the main cities, such as the supermarket chain Ketal Delivery and drugstores/parapharmacies chain Farmacorp, benefitted from driving sales in mass beauty and personal care on online platforms during 2019. In addition, a delivery application, PedidosYa, was launched in 2019, including the main supermarkets, hypermarkets, and convenience stores in its offering.

While Yanbal leads in mass beauty and personal care Unilever leads sales in the traditional channel and Astrix is the most important domestic player

Yanbal Bolivia incorporates most categories related to beauty and personal care into its product portfolio. The company has been operating in Bolivia for more than 40 years, allowing it to consolidate its product portfolio and extend its number of promoters in the country.

2020 AND BEYOND

COVID-19 impact

Sales of mass beauty and personal care are now expected to decline by 5% in 2020 in 2019 constant value terms in light of the impact of COVID-19. Sales will be impacted by the lockdown seen over mid-March to mid-May 2020, which resulted in many consumers using fewer products as they spent most of their time at home.

Affected products within mass beauty and personal care

The impact of the COVID-19 pandemic will vary considerably across the different product areas in mass beauty and personal care. Products with a non-essential positioning and those generally used in order to maintain an attractive and well-groomed appearance will be hit the hardest, with mass fragrances and mass colour cosmetics seeing sharp double-digit value declines at constant 2019 prices in 2020 as consumers spend most of their time at home.

Recovery and opportunities

While 2020 is expected to prove a challenging year for mass beauty and personal care, with many product areas seeing sharp sales decline, value growth at constant 2019 prices will normalise by 2021 and remain positive throughout the remainder of the forecast period. Over the forecast period as a whole, sales will see an increase, indicating the resiliency of many affordable mass brands.

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