Boston, MA -- (ReleaseWire) -- 06/12/2014 -- Standard powder detergents was once again the main driver of growth for laundry care in 2013. Companies, both local and international, continued to invest in renewing their brands. They also added value to their products by changing their formulas or introducing new brands to their portfolios. Standard powder detergent companies also invested in distribution of their products through traditional and modern channels. Consumers also drove the growth of the category by using this product as a multi-purpose cleaner. This was the main reason why standard powder detergents per capita in Bolivia is one of the highest of the region.
Unilever Andina Bolivia SA led sales of laundry detergents in Bolivia with 52% share of value shares in 2013. The company's brand Omo is produced locally, thus lowering its production costs and making it affordable for most consumers. The company has a strong distribution system that allows its brand to reach the majority of consumers in rural and urban areas. Moreover, the company invests frequently in renovating its brand by offering different formulas that consumers demand. Lastly, the company also supports its brand through television advertising, point-of-sale and printed press.
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Laundry detergents is expected to post a value CAGR of 5% in constant 2013 prices over the forecast period. Domestic brands are expected to continue leading laundry detergents because they are more likely to offer competitive prices over the forecast period. In addition, these companies enjoy greater distribution capacity and with it they are able to reach the vast majority of consumers. Bar detergents is expected to continue losing consumers over standard powder detergents as this product becomes more affordable.
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