According to estimates from the National Institute of Statistics (INE), in 2018 the number of 0-4-year-olds in Bolivia stood at 1.2 million, equating to 11% of the overall population, with a national growth rate of 1.
Bolivia has close to 7,000km of borders, with Brazil to the north, Argentina to the southeast, Paraguay to the east, Chile to the south and Peru to the west. Such extensive borders, along with limited resources, make it difficult for the authorities to control contraband.
Kimberly Bolivia, with its Huggies brand, continued to dominate nappies/diapers/pants in Bolivia in 2018, accounting for around three quarters of overall value sales. One of the main factors behind the company’s success is that it offers a wide range of products across tissue and hygiene, meaning then when negotiating with retailers it is able to offer an entire portfolio instead of single products.
The lower share of other manufacturers can be attributed to the fact that they are unable to reach the same number of sales points as Kimberly Bolivia due to distribution infrastructure constraints and limits on import volumes. Another problem for these importers is that several of them do not offer complementary products such as baby wipes, which can help build brand loyalty.
Given the unmet demand for nappies/diapers/pants in Bolivia, especially in the economy segment, in recent years the number of Chinese imports has increased considerably. Chinese brands which are becoming more important include Baby Ñoño, Baby King, Bebe Plus and Mr Bebe, among several others.
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This industry report originates from Passport, our Tissue and Hygiene market research database.