Sun Care in Bolivia

PRE-COVID-19 PERFORMANCE

Government increases consumer awareness of need for sun protection, benefiting sales in 2019

The incidence of skin cancer is increasing in Bolivia. For this reason, since 2015, the government has decreed 21 July the National Day to Fight Skin Cancer.

Sun protection targeting price-sensitive Bolivians drives sales in 2019

The use of sun protection in the population has risen during the review period in Bolivia, especially in higher-income socioeconomic groups. While Bolivians on the western side of the country generally need more protection from the sun due to higher UV radiation, these regions also have a higher concentration of low-income consumers who cannot afford the high prices of sun protection.

Leading players invest in innovation but struggle to maintain share in 2020 as range broadens

Beiersdorf Bolivia maintained its leading position in sun care in 2019. The company markets the Nivea Sun brand, which enjoyed widespread distribution and consistent availability throughout the review period.

2020 AND BEYOND

COVID-19 impact

Sales of sun care are now expected to grow by 5% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This is the same as an expected 5% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within sun care

Most sun care products are expected to be resilient in the face of COVID-19, with retail volume and value at 2019 prices both increasing in 2020. Adult sun protection is expected to prove most resilient as this product is generally used for both adults and children.

Recovery and opportunities

Sun care is expected to continue growing over the forecast period, as consumers begin to spend more time away from home and are generally aware of the need for sun care and healthy skin. Consumers will probably start to shift towards products that not only offer efficacy but also skin care benefits.

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