Manufacturers of sanitary protection products have recognised that young middle-class women account for a significant share of their sales. For this reason, their marketing activities have been focused on portraying active and financially independent young women seeking security, good quality and comfort from personal hygiene products.
A particular problem faced by schoolgirls in Bolivia is a lack of toilet facilities in schools, with this leading to many not attending classes during their period. This is more of an issue in rural areas of the country.
Despite an improvement in its Human Development Index ranking over the last decade, a lack of education about menstruation in general and menstrual hygiene remains a problem in Bolivia, particularly in rural areas. There are still mistaken beliefs that during their period women should not take a bath, carry out domestic activities such as cooking, water plants or have sexual intercourse.
Familia Sancela Sucursal Bolivia remained the leading player in sanitary protection in 2018. The company’s position can be attributed to the competitive price of its Nosotras brand and a strong distribution network.
Kimberly Bolivia ranked second in sanitary protection in 2018. Part of its strategy is the development of educational programmes for young women of school age as it looks to dispel the taboos which still exist in Bolivia with regard to menstruation.
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This industry report originates from Passport, our Tissue and Hygiene market research database.