Retail Adult Incontinence in Bolivia

PRE-COVID-19 PERFORMANCE

Although Bolivia has one of the highest population growth rates in the region, this trend is declining, while life expectancy continues to rise. The share of the population accounted for by elderly people has increased from 8.

As a result, adult incontinence is posting strong value growth within tissue and hygiene. Demand is also being boosted by the fact that these products are no longer seen as a taboo, with adult incontinency now being diagnosed as a medical condition.

Demand limited by cultural constraints and high price sensitivity

The Centre for the Study of Labour and Agrarian Development (CEDLA) has reported that only around 15% of elderly people in Bolivia 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.

Kimberly Bolivia continues to dominate sales

Kimberly Bolivia, which offers the Plenitud brand, continues to dominate retail adult incontinence, 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.

2020 AND BEYOND

COVID-19 impact

Sales of retail adult incontinence are now expected to grow by 4% in constant 2019 value terms in 2020. This is in line with our forecast from February 2020, showing that the impact of COVID-19 on the category is expected to be limited.

Affected products within retail adult incontinence

The overall impact of COVID-19 on demand has been limited due to the essential nature of products in these categories. Indeed, higher risk users of light adult incontinence and moderate/heavy adult incontinence are more likely to self-isolate and thus stock up on large amounts of such products.

Recovery and opportunities

Retail adult incontinence will continue to perform well over the forecast period, with demand being boosted by the ageing of the Bolivian population and the decline in taboos surrounding incontinence. Leading players such as Kimberly will continue to fuel the shift of retail adult incontinence into the mainstream by offering products that are convenient, comfortable and attractive.

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