Sanitary protection in Bolivia recorded good growth in current value terms in 2020, at a level similar to that seen across the review period. Bolivian consumers continued to purchase well-known brands of sanitary protection, and there was less stockpiling than in other tissue and hygiene products.
Familia Sancela Sucursal Bolivia SA’s Nosotras brand continued to dominate sales within sanitary protection, supported by well-established local distribution to markets, supermarkets and pharmacies, where it enjoys a strong presence. During lockdown, Nosotras focused on maintaining a normal supply chain despite the logistical difficulties faced by the entire fast-moving consumer goods industry.
According to data from UN Bolivia, the percentage of working women in the country grew from 20% in 1976 to 49% in 2012. In terms of the professional workplace, the World Bank has reported that 22% of companies in the country now have at least one woman in a managerial position, which is above the Latin American average of 19%.
Almost all sanitary protection categories will continue to see an increase in current value and retail volume sales across the forecast period, with demand being boosted by population growth and a greater uptake among younger, modern Bolivian women. However, the effects of increasing unemployment and a local economic recession will motivate consumers to look for lower-priced sanitary products.
Girls in Bolivia often have limited access to toilet facilities in schools, which means that many of them do not attend classes during their period. A study funded by Kimberly Bolivia and its Kotex brand concluded that around 50% of young women stop attending classes during their periods, which translates into an average of 40 lost school days a year.
As educational programmes lead to changes in personal hygiene practices, Bolivian women are expected to become more visible in the professional labour industries and increasingly participate in physical activities. These shifts will mean that consumers will seek products that conform to their lifestyles, which will favour sales of tampons and thin towels with wings, products that have historically been aimed at higher-income demographics.
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This report originates from Passport, our Sanitary Protection research and analysis database.
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