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: 72 | Publication date: May 2007
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
Women’s changing role influences purchasing decisions
Women in Peru have always played an important role in dictating purchasing patterns of household care products, as they are responsible for the majority of everyday household purchases and the performance of such tasks within the home. However, as their personal incomes increase Peruvian women, particularly in urban areas, are increasingly buying products that are both convenient to use as well as effective. This is particularly evident in areas such as surface care, toilet care, and also dishwashing products.
Price sensitivity remains in evidence
Although the incomes of many households in urban Peru are rising, leading to increased demand for more advanced surface care and some laundry care products, some consumers remain resistant to added value offerings. The longstanding tradition of using mixtures of chlorine bleach or antiseptics/disinfectants with powder detergents continues in many households, particularly in rural and less affluent urban areas. These homemade mixtures appeal to a great number of consumers due to their low price. Only in more affluent households is demand for higher value, use-specific products increasing.
Multinationals strong in household care market
The price sensitivity of many Peruvian consumers regarding household care products, and the popularity of homemade solutions, results in multinational players holding strong positions in most of the household care market. This is because those consumers who are able to afford commercial products purchased in retail outlets tend to prefer products from foreign players, which they perceive to be more effective than domestic offerings. However, domestic players such as Intradevco and Alicorp are increasing in importance and competing with the multinationals, as they benefit from consumer familiarity with their products and lower prices.
Wider fragrance offering
Peruvian consumers perceive a fresh scent as indicating cleanliness, and as a result products with evocative and fresh scents are highly popular in the household care environment. In dishwashing liquids scents such as mandarin, apple, Tutti Frutti and lemon are popular, while in multi-surface cleaners popular fragrances include lavender, floral, apple, peach, mandarin, lemon and marine. Stronger scents tend to be more popular in toilet care products, with aromas such as menthol in addition to the classic pine and lemon. Bleach remains a popular staple in household care, and the introduction of scented bleach may attract consumers in coming years.
More advanced products expected to increase in popularity
The forecast period is expected to see a continued rise in the number of women in the formal workplace in Peru, and a resultant increase in household income levels, particularly in urban areas. The growing time constraints faced by more consumers will boost demand for convenient, easy-to-use products. Products such as trigger-spray packaging for surface care products and bathroom cleaners are likely to see increased sales, for example. Similarly, an increasing number of surface-specific products will see growing demand, such as floor cleaners and high quality furniture polishes. However, many consumers in Peru will remain price sensitive to household care products, and will continue to use homemade mixtures such as chlorine bleach and powder detergents.
Table of contents
HOUSEHOLD CARE IN PERU : MARKET INSIGHT
EXECUTIVE SUMMARY
Women’s changing role influences purchasing decisions
Price sensitivity remains in evidence
Multinationals strong in household care market
Wider fragrance offering
More advanced products expected to increase in popularity
KEY TRENDS AND DEVELOPMENTS
Growing number of working women stimulates growth
Consumer price sensitivity still in evidence
Supermarkets and hypermarkets remains dominant retail channel
MARKET INDICATORS
Table 1 Households 2000-2005
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2000-2005
Table 3 Sales of Household Care by Sector: % Value Growth 2000-2005
Table 4 Household Care Company Shares 2001-2005
Table 5 Household Care Brand Shares 2002-2005
Table 6 Sales of Household Care by Distribution Format: % Analysis 1999/2004
Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2004
Table 8 Forecast Sales of Household Care by Sector: Value 2005-2010
Table 9 Forecast Sales of Household Care by Sector: % Value Growth 2005-2010
DEFINITIONS
LAUNDRY CARE
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 10 Sales of Laundry Care by Subsector: Value 2000-2005
Table 11 Sales of Laundry Care by Subsector: % Value Growth 2000-2005
Table 12 Laundry Care Company Shares 2001-2005
Table 13 Laundry Care Brand Shares 2002-2005
Table 14 Forecast Sales of Laundry Care by Subsector: Value 2005-2010
Table 15 Forecast Sales of Laundry Care by Subsector: % Value Growth 2005-2010
Table 16 Sales of Laundry Detergents by Type: Value 2000-2005
Table 17 Sales of Laundry Detergents by Type: % Value Growth 2000-2005
Table 18 Laundry Detergents Company Shares 2001-2005
Table 19 Laundry Detergents Brand Shares 2002-2005
Table 20 Sales of Fabric Softeners by Type: Value 2000-2005
Table 21 Sales of Fabric Softeners by Type: % Value Growth 2000-2005
Table 22 Fabric Softeners Brand Shares 2002-2005
Table 23 Sales of Laundry Aids by Type: Value 2000-2005
Table 24 Sales of Laundry Aids by Type: % Value Growth 2000-2005
Table 25 Laundry Aids Company Shares 2001-2005
Table 26 Laundry Aids Brand Shares 2002-2005
DISHWASHING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 27 Sales of Dishwashing Products by Subsector: Value 2000-2005
Table 28 Sales of Dishwashing Products by Subsector: % Value Growth 2000-2005
Table 29 Dishwashing Products Company Shares 2001-2005
Table 30 Dishwashing Products Brand Shares 2002-2005
Table 31 Forecast Sales of Dishwashing Products by Subsector: Value 2005-2010
Table 32 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2005-2010
SURFACE CARE
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 33 Sales of Surface Care by Subsector: Value 2000-2005
Table 34 Sales of Surface Care by Subsector: % Value Growth 2000-2005
Table 35 Surface Care Company Shares 2001-2005
Table 36 Surface Care Brand Shares 2002-2005
Table 37 Forecast Sales of Surface Care by Subsector: Value 2005-2010
Table 38 Forecast Sales of Surface Care by Subsector: % Value Growth 2005-2010
CHLORINE BLEACH
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 39 Sales of Chlorine Bleach: Value 2000-2005
Table 40 Sales of Chlorine Bleach: % Value Growth 2000-2005
Table 41 Chlorine Bleach Company Shares 2001-2005
Table 42 Chlorine Bleach Brand Shares 2002-2005
Table 43 Forecast Sales of Chlorine Bleach: Value 2005-2010
Table 44 Forecast Sales of Chlorine Bleach: % Value Growth 2005-2010
TOILET CARE PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 45 Sales of Toilet Care Products by Subsector: Value 2000-2005
Table 46 Sales of Toilet Care Products by Subsector: % Value Growth 2000-2005
Table 47 Toilet Care Products Company Shares 2001-2005
Table 48 Toilet Care Products Brand Shares 2002-2005
Table 49 Forecast Sales of Toilet Care Products by Subsector: Value 2005-2010
Table 50 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2005-2010
POLISHES
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 51 Sales of Polishes by Subsector: Value 2000-2005
Table 52 Sales of Polishes by Subsector: % Value Growth 2000-2005
Table 53 Polishes Company Shares 2001-2005
Table 54 Polishes Brand Shares 2002-2005
Table 55 Forecast Sales of Polishes by Subsector: Value 2005-2010
Table 56 Forecast Sales of Polishes by Subsector: % Value Growth 2005-2010
AIR CARE
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 57 Sales of Air Care by Subsector: Value 2000-2005
Table 58 Sales of Air Care by Subsector: % Value Growth 2000-2005
Table 59 Air Care Company Shares 2001-2005
Table 60 Air Care Brand Shares 2002-2005
Table 61 Forecast Sales of Air Care by Subsector: Value 2005-2010
Table 62 Forecast Sales of Air Care by Subsector: % Value Growth 2005-2010
INSECTICIDES
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 63 Sales of Insecticides by Subsector: Value 2000-2005
Table 64 Sales of Insecticides by Subsector: % Value Growth 2000-2005
Table 65 Insecticides Company Shares 2001-2005
Table 66 Insecticides Brand Shares 2002-2005
Table 67 Forecast Sales of Insecticides by Subsector: Value 2005-2010
Table 68 Forecast Sales of Insecticides by Subsector: % Value Growth 2005-2010
ALICORP SA
Strategic Direction
Key Facts
Summary 1 Alicorp SA: Key Facts
Summary 2 Alicorp SA: Operational Indicators
Company Background
Competitive Positioning
INTRADEVCO INDUSTRIAL SA
Strategic Direction
Key Facts
Summary 3 Intradevco Industrial SA: Key Facts
Summary 4 Intradevco Industrial SA: Operational Indicators
Company Background
Competitive Positioning