Sun Care in Bolivia

PROSPECTS

Government increases consumer awareness of need for sun protection

The incidence of skin cancer is increasing in Bolivia, and for this reason since 2015 the government has decreed 22 July, the "National day of the fight against skin cancer." In addition, medical associations across the country are joining in and carrying out medical care days and prevention campaigns.

Sun protection is the dominant product in sun care

The use of sunscreen in the population has risen in Bolivia, especially in the western part of the country where there is a greater intensity of solar radiation. In the eastern part of the country, temperatures are higher and it is more common for the population to have a tan all over their body, following fashion trends.

Innovative formats of sun protection increasing across brands

New product development over the review period focused on offering different SPF levels, less sticky and lighter textures, as well as products that can be used on both face and body. The most popular formats in sun care are lotions and gels due to the limited availability of other types.

COMPETITIVE LANDSCAPE

Beiersdorf Bolivia leads sun care in 2017

Beiersdorf Bolivia maintained its leading position in sun care in 2017. The company markets the Nivea Sun brand, which enjoyed widespread distribution and consistent availability throughout the review period.

Alta Estética includes several sun protection options in its portfolio

Alta Estética, in the direct selling channel, offers a wide portfolio of products, which includes an aftersun moisturising lotion and both gels and sprays for sun protection for adults, children and baby-specific products. In 2017, the company continued to promote sun care products through continuous discounts in order to be more competitive.

Yanbal Bolivia has the highest SPF product on the market

Yanbal Bolivia continued to promote its brand Total Block SPF50 anti-age by offering constantly reduced prices, similar to Total Block Adult Sun Care SPF100, with these being the products with the highest SPFs in the marketplace. They are expected to perform well in the short term due to their unique selling point and competitive prices.

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