Household Care in Peru
Euromonitor International's Household Care in Peru market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 73 | Publication date: Jun 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Consumption rises in all socio-economic segments
Sales of household care products, as other consumables, increased during 2007, mainly due to the increase in purchasing power as a consequence of increasing economic stability in the country during the review period. However, many categories in this market, such as laundry aids, fabric softeners, bleach, air care and insecticides, amongst others are not yet well developed in Peru. Currently, they are aimed towards socio-economic segments with medium and high purchasing power, which invest in complementary products for household care. Likewise, it is important to mention that important expansion has taken place in sales outlets, not only in major cities, but also in the provinces. On the other hand, development of economy products and smaller presentations is starting to allow these products to enter into the segments with lower purchasing power in the country. Finally, despite the fact that the household care market is increasing, it is almost completely dominated by five companies; three multinationals and two domestic companies.
Many housewives are more interested in new and specialised products
Increasing consumption has introduced the use of more specialised products for household care, and displaced the use of the more traditional substitutes. On the other hand, there was a significant change in the traditional profile of housewives, the target consumer of these products. Housewives now not only devote themselves to domestic chores, but also to employed labour activities, especially in urban areas. This led to an improvement in family incomes and to increased demand for better quality household care products. There is greater emphasis on the part of consumers about using better quality products, which make domestic tasks easier. Consumers are searching for products with more additives which are better for skin care, which contain fewer contaminants and are more effective so make washing and cleaning easier.
Domestic companies improve their product portfolio strategies
The household care market is dominated by five companies; Procter and Gamble Perú SRL, Intradevco Industrial SA, Alicorp SAA, Clorox Perú SA and SC Johnson & Son del Perú SA. Intradevco Industrial, with its popular brand Sapolio, was the company which saw the most significant increase in sales and market share in 2007, going from 13% in 2006 to 15% in 2007. Since its launch in 1998, Sapolio has used its status as a domestic product to promote the consumption of Peruvian products, as a way of improving the unemployment situation in Peru, and managing to displace leading multinational brands in the process. This campaign had a favourable influence amongst housewives and male consumers alike, who were led to believe that their purchasing decision was important for generating more employment.
Bodegas represents the major distribution channel
Traditional sales channels, namely grocery retailers and marketplaces, are currently the main sales distribution channels in the Peruvian market, due mainly to their proximity to the population, as well as their distribution at a domestic level. Small and economy presentations for daily use are the preferred options in these outlets. On the other hand, supermarkets/hypermarkets is continuously increasing its reach, monopolising a very important market thanks to the major spread in Lima’s developing zones and in the provinces of Peru. Offers and large presentations are mostly bought by consumers in these channels.
Future growth in all categories based on higher quality products
Demand in all categories within household care will increase in the forecast period as a direct consequence of an increase in the purchasing power of the population, in addition to these products spreading to medium and lower income segments. These segments are found, for instance, in zones in the capital and provinces with dynamism in the economy. Likewise, the spread of products will be through more economy and smaller presentations in traditional channels, within easy reach of consumers. In the forecast period, Peruvian consumers, mainly housewives, will have a major interest in household care products which encourage skin and hand care and will be less contaminating. The classic concept of the traditional housewife is changing; in the forecast period it is expected that Peruvian women will not only be devoted to domestic chores, but will also generate income for the family. With higher incomes, housewives, as the main family shoppers, will search for and choose improved products with better quality.
Table of contents
HOUSEHOLD CARE IN PERU : MARKET INSIGHT
EXECUTIVE SUMMARY
Consumption rises in all socio-economic segments
Many housewives are more interested in new and specialised products
Domestic companies improve their product portfolio strategies
Bodegas represents the major distribution channel
Future growth in all categories based on higher quality products
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Penetration of Private Label by Sector 2003-2007
Table 7 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 9 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
LAUNDRY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 11 Sales of Laundry Care by Subsector: Value 2002-2007
Table 12 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 13 Sales of Laundry Detergents by Type: Value 2002-2007
Table 14 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 15 Sales of Laundry Aids by Type: Value 2002-2007
Table 16 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 17 Laundry Care Company Shares 2003-2007
Table 18 Laundry Care Brand Shares 2004-2007
Table 19 Laundry Detergents Company Shares 2003-2007
Table 20 Laundry Detergents Brand Shares 2004-2007
Table 21 Laundry Aids Company Shares 2003-2007
Table 22 Laundry Aids Brand Shares 2004-2007
Table 23 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 24 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 25 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 26 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 27 Dishwashing Products Company Shares 2003-2007
Table 28 Dishwashing Products Brand Shares 2004-2007
Table 29 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 30 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 31 Sales of Surface Care by Subsector: Value 2002-2007
Table 32 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 33 Surface Care Company Shares 2003-2007
Table 34 Surface Care Brand Shares 2004-2007
Table 35 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 36 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 37 Sales of Chlorine Bleach: Value 2002-2007
Table 38 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 39 Chlorine Bleach Company Shares 2003-2007
Table 40 Chlorine Bleach Brand Shares 2004-2007
Table 41 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 42 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 43 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 44 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 45 Toilet Care Products Company Shares 2003-2007
Table 46 Toilet Care Products Brand Shares 2004-2007
Table 47 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 48 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 49 Sales of Polishes by Subsector: Value 2002-2007
Table 50 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 51 Polishes Company Shares 2003-2007
Table 52 Polishes Brand Shares 2004-2007
Table 53 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 54 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 55 Sales of Air Care by Subsector: Value 2002-2007
Table 56 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 57 Air Care Company Shares 2003-2007
Table 58 Air Care Brand Shares 2004-2007
Table 59 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 60 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 61 Sales of Insecticides by Subsector: Value 2002-2007
Table 62 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 63 Insecticides Company Shares 2003-2007
Table 64 Insecticides Brand Shares 2004-2007
Table 65 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 66 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012
INTRADEVCO INDUSTRIAL SA
Strategic Direction
Key Facts
Summary 2 Intradevco Industrial SA: Key Facts
Summary 3 Intradevco Industrial SA : Operational Indicators
Company Background
Production
Competitive Positioning
Summary 4 Intradevco Industrial SA: Competitive Position 2007
ALICORP SAA
Strategic Direction
Key Facts
Summary 5 Alicorp SAA : Key Facts
Summary 6 Alicorp SAA: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 7 Alicorp SAA: Competitive Position 2007