Retail Adult Incontinence in Bolivia

PROSPECTS

Category benefiting from demographic trends

According to the National Institute of Statistics (INE), the share of the population accounted for by older people in Bolivia is set to rise to 9.5% by 2020 and then 11.

Budgetary and cultural constraints limit the category’s development

The Centre for the Study of Labour and Agrarian Development (CEDLA) has reported that in Bolivia only around 15% of elderly people benefit from a pension plan in retirement. This can be largely attributed to the nature of the Bolivian labour market, with a significant share of the population working in the informal sector, either permanently or sporadically, and thus not being entitled to this benefit once they reach retirement age.

Light adult incontinence remains the best performing category

Adult incontinence remained something of a niche in Bolivia in 2018, with players until recently only offering moderate/heavy adult incontinence products. Light adult incontinence alternatives were introduced at the beginning of the review period.

COMPETITIVE LANDSCAPE

Kimberly Bolivia continues to dominate sales

Kimberly Bolivia, which offers the Plenitud brand, continued to dominate retail adult incontinence in 2018, accounting for around three quarters of overall value sales. The company’s strategy is to highlight the fact that it offers products which have been designed exclusively either for men or women, while also providing varying levels of absorption.

Category remains highly concentrated

Retail adult incontinence remained a highly concentrated category in 2018 due to there being few players present. In addition to Plenitud from Kimberly Bolivia, other available brands included Prudential from the distributor ADISA Bolivia and Tena from Productos Sancela del Perú, whose operations in Bolivia were acquired by Grupo Familia in 2018.

Distribution remains very limited

Although retail adult incontinence has posted annual double-digit current value growth over the last decade, these products were still not widely available in 2018 in the leading distribution channels. Bolivia is a country in which traditional channels account for around three quarters of the total value of fmcg products.

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