Boston, MA -- (ReleaseWire) -- 06/18/2014 -- Leading brand Ola continued to gain share due to Astrix SA's efforts for better distribution. The product is well priced and widely available. It also enjoys promotion through point-of-sale activities. As a consequence, other players are not able to compete in terms of price and positioning. Consumers are familiar with the company's umbrella brand Ola and they tend to be very loyal to it. Distribution for other players is also difficult as they may be strong regionally but have a poor performance nationwide.
Astrix SA led dishwashing in Bolivia in 2013 with 47% value share due to its investments in distribution and pricing strategies of its brand Ola. Ranked second was Multi Internacional SRL which held 20% value share but slowly lost ground to Astrix. The company failed to strongly promote its product nationwide and its strength is more regional.
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Dishwashing in Bolivia is expected to remain a small category due to the large use of standard powder detergents by Bolivian consumers. Dishwashing is expected to post a value CAGR of 12% in constant 2013 prices over the forecast period. Its performance is expected to be favoured by the small size of the category that represents an array of opportunities for higher penetration in Bolivia.
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