Chlorine bleach and standard powder detergents are often used by lower-income consumers to clean surfaces in Bolivia. In addition, most consumers consider the disinfectant properties of chlorine bleach ideal for preventing health issues and, because of this, its use is popular in health centres and public toilets.
Demographic expansion in main cities has increased the major demand for housing, and for this reason surface care has also expanded in a major number of products, mainly in basic functions for windows/glass cleaners, multi-purpose cleaners and home care disinfectants. Most players have focused their strategies on low prices for major volume sales, sacrificing quality, which has been well received by consumers.
In line with health trends within nutrition, and health and wellness across middle- to high-income groups, is also increasing consumer awareness related to the need for a healthy living environment, with the demand for products that offer specific characteristics and relaxing fragrances. Antibacterial properties in surface care, specifically for floor cleaners, home care disinfectants, kitchen cleaners and multi-purpose cleaners, are becoming increasingly available.
Astrix continued to lead surface care in Bolivia with a dominant value share in 2018. The company has an extensive portfolio of products and a strong distribution system which ensures availability of these products in modern and traditional channels at affordable prices.
Domestic brands hold strong positions in surface care in Bolivia, while imported brands lag in terms of value share. Domestic manufacturers can position their brands using low-pricing strategies due to their low costs.
Kimberly-Clark has also increased its shelf space at supermarkets by expanding its surface wipes, the only player offering this type of product, however, wipes are likely to remain a niche segment because of their higher prices compared to traditional surface cleaning products. Surface care companies do not invest in TV advertising in Bolivia.
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This industry report originates from Passport, our Home Care market research database.