Wipes in Bolivia

PROSPECTS

Consumer usage of baby wipes hampers the growth of other wipe products

In 2018, the wipes category in Bolivia continued to be heavily dominated by baby wipes, with cosmetic wipes, moist toilet wipes and impregnated wet wipes only accounting for a marginal share of sales. This situation can be attributed to the fact that many households, particularly those with babies and young children, are using baby wipes for a variety of tasks rather than buying other wipes with a more specialist positioning.

Use of wipes limited to urban areas

The National Institute of Statistics (INE) has estimated that 66% of the population in Bolivia live in urban areas, with this percentage only likely to increase further over the coming years. Indeed, the Centre for Participation and Sustainable Human Development (CEPAD-BOLIVIA) predicts that by 2032, around 90% of the country’s population will live in an urban environment.

Leading players focus on cross merchandising to drive sales

The leading players in wipes tend to focus on cross merchandising to drive sales, for example displaying baby wipes alongside nappies/diapers/pants and running offers such as a price discount upon purchase of a specific volume of nappies/diapers. This practice is common in both modern and traditional grocery retail channels.

COMPETITIVE LANDSCAPE

Kimberly Bolivia continues to dominate wipes

Kimberly Bolivia continued to dominate wipes in 2018 thanks to the strength of its Huggies brand in baby wipes. The company’s position can be attributed to strong brand building activities for its Huggies products over several decades in the country.

Entry of Chinese brands squeezes out existing players

In 2018, the wipes category continued to show signs of further fragmentation, with several players focusing their efforts on distribution through specific channels. This was largely due to difficulties in being able to compete with Huggies, which benefits from a strong distribution network.

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