The male segment in the country shows different behaviours marked by age and income. In terms of age, older men in Bolivia are more conservative, but new generations are open to external influences, mainly through social media networks.
Specialised products for male care remain underdeveloped; however, males have shown greater interest in caring for their personal appearance, and this goes hand in hand with the growing tendency to lead healthier lifestyles. It is common in major cities to find offers for packages of male beauty treatments in beauty salons, spas and specialised centres for skin care.
Premium men’s grooming is expected to develop only slowly over the forecast period, with the performance of higher-end brands largely dependent on the economic situation in the country. Over the review period, only premium fragrances reached a significant size in value terms.
Procter & Gamble Bolivia maintained its leading position in men’s grooming in 2018. Its popularity benefits from widespread distribution in both urban and rural areas as well as its Gillette brand being generally well known amongst male consumers.
Unilever Andina is the second most important company in men’s grooming. The company benefits from wide distribution across the country and several brands targeting the different needs of consumers.
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This industry report originates from Passport, our Beauty and Personal Care market research database.