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Country Report

Peru Flag Home Care in Peru

| Pages: 67

Price: US$2,400

About this Report

EXECUTIVE SUMMARY

Healthy rate of growth

The search for products that ease the house cleaning task as well as deliver more efficient results are two trends that positively impacted home care in Peru. In addition, prices only increased moderately, which combined with the good economic performance of the country, determined that some consumers gained access to some categories in home care, while others traded up to more sophisticated brands.

Rising demand for specific products

Middle and high-income consumers are increasingly purchasing home care products that are more specialised, offer multiple benefits, save time or provide improved efficiency. Categories that focused on this type of innovations are small ones, such as: electric air fresheners, liquid fabric softeners, laundry aids and spray/ aerosol insecticides. Yet, these categories hold a strong potential to continue developing at fast rates as long as they increase their penetration among a larger consumer base.

Tight competition among local and multinational companies

Share within home care is fairly distributed between domestic and international companies. On the one hand, local companies carry good-quality brands, which offer affordable prices and a good variety of packaging sizes and formats that suit consumers with different budget restraints. In turn, multinational brands are strongly supported by advertising campaigns and frequently engage in product innovation to maintain consumers’ interest.

Independent small grocers remains as leading distribution channel

Independent small grocers – traditionally known as bodegas – continued to represent the main distribution channel for home care during 2013. This channel is favoured due to its proximity to most consumers’ households, its wide array of small packaging sizes and even the offering of informal credit. Nevertheless, supermarkets and hypermarkets continued to gain penetration due to their expansion through the wealthiest cities in the country, their offering of frequent discounts, their good level of availability of mid and high-priced brands and their offering of formal credit options.

Promising outlook

Given the fact that the Peruvian economy is expected to register a healthy rate of growth during the forecast period, consumers will benefit from higher purchasing power that will allow them to increase their expenditure on non-essential items, among them, home care. As a result, some middle-income consumers will switch from standard products to more sophisticated ones, while some low-middle income consumers will gain access to new categories and increase their expenditure on the largest categories. Moreover, fierce competition in this arena will determine that prices only increase marginally to appeal to a larger consumer base.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home Care industry in Peru with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Home Care industry in Peru, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Peru for free:

The Home Care in Peru market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Home Care in Peru?
  • What are the major brands in Peru?
  • What is the importance of the trend towards environmentally friendly products in home care?
  • What are the main growth drivers of the home care market in Peru?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Table of Contents

Home Care in Peru - Industry Overview

EXECUTIVE SUMMARY

Healthy rate of growth

Rising demand for specific products

Tight competition among local and multinational companies

Independent small grocers remains as leading distribution channel

Promising outlook

KEY TRENDS AND DEVELOPMENTS

Private label continues to expand within home care

Convenience and time-saving properties fuel sales

Healthy performance of the economy drives sales of more sophisticated products

MARKET INDICATORS

  • Table 1 Households 2008-2013

MARKET DATA

  • Table 2 Sales of Home Care by Category: Value 2008-2013
  • Table 3 Sales of Home Care by Category: % Value Growth 2008-2013
  • Table 4 NBO Company Shares of Home Care: % Value 2009-2013
  • Table 5 LBN Brand Shares of Home Care: % Value 2010-2013
  • Table 6 Penetration of Private Label in Home Care by Category: % Value 2008-2013
  • Table 7 Distribution of Home Care by Format: % Value 2008-2013
  • Table 8 Distribution of Home Care by Format and Category: % Value 2013
  • Table 9 Forecast Sales of Home Care by Category: Value 2013-2018
  • Table 10 Forecast Sales of Home Care by Category: % Value Growth 2013-2018

DEFINITIONS

SOURCES

  • Summary 1 Research Sources

Home Care in Peru - Company Profiles

Alicorp SAA in Home Care (Peru)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Alicorp SAA: Key Facts
  • Summary 3 Alicorp SAA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 4 Alicorp SAA: Competitive Position 2013

Clorox Perú SA in Home Care (Peru)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Clorox Perú SA: Key Facts

COMPANY BACKGROUND

PRODUCTION

  • Summary 6 Clorox Perú SRL: Production Statistics 2013

COMPETITIVE POSITIONING

  • Summary 7 Clorox Perú SA: Competitive Position 2013

E Wong SA in Home Care (Peru)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 8 E Wong SA: Key Facts
  • Summary 9 E Wong SA: Operational Indicators

INTERNET STRATEGY

  • Summary 10 E Wong SA: Share of Sales Generated by Internet Retailing

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 11 E Wong SA: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 12 E Wong SA: Competitive Position 2013

Intradevco Industrial SA in Home Care (Peru)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 13 Intradevco Industrial SA: Key Facts
  • Summary 14 Intradevco Industrial SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 15 Intradevco Industrial SA: Production Statistics 2013

COMPETITIVE POSITIONING

  • Summary 16 Intradevco Industrial SA: Competitive Position 2013

Procter & Gamble Perú SRL in Home Care (Peru)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 17 Procter & Gamble Perú SRL: Key Facts
  • Summary 18 Procter & Gamble Perú SRL: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 19 Procter & Gamble Perú SRL: Production Statistics 2013

COMPETITIVE POSITIONING

  • Summary 20 Procter & Gamble Perú SRL: Competitive Position 2013

Air Care in Peru - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 11 Sales of Air Care by Category: Value 2008-2013
  • Table 12 Sales of Air Care by Category: % Value Growth 2008-2013
  • Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value Breakdown 2008-2013
  • Table 14 Sales of Air Care by Fragrance: Value Ranking 2008-2013
  • Table 15 NBO Company Shares of Air Care: % Value 2009-2013
  • Table 16 LBN Brand Shares of Air Care: % Value 2010-2013
  • Table 17 Forecast Sales of Air Care by Category: Value 2013-2018
  • Table 18 Forecast Sales of Air Care by Category: % Value Growth 2013-2018

Bleach in Peru - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 19 Sales of Bleach: Value 2008-2013
  • Table 20 Sales of Bleach: % Value Growth 2008-2013
  • Table 21 NBO Company Shares of Bleach: % Value 2009-2013
  • Table 22 LBN Brand Shares of Bleach: % Value 2010-2013
  • Table 23 Forecast Sales of Bleach: Value 2013-2018
  • Table 24 Forecast Sales of Bleach: % Value Growth 2013-2018

Dishwashing in Peru - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 25 Household Possession of Dishwashers 2008-2013

CATEGORY DATA

  • Table 26 Sales of Dishwashing by Category: Value 2008-2013
  • Table 27 Sales of Dishwashing by Category: % Value Growth 2008-2013
  • Table 28 NBO Company Shares of Dishwashing: % Value 2009-2013
  • Table 29 LBN Brand Shares of Dishwashing: % Value 2010-2013
  • Table 30 Forecast Sales of Dishwashing by Category: Value 2013-2018
  • Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2013-2018

Home Insecticides in Peru - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 32 Sales of Home Insecticides by Category: Value 2008-2013
  • Table 33 Sales of Home Insecticides by Category: % Value Growth 2008-2013
  • Table 34 Sales of Spray/Aerosol Insecticides by Type: % Value Breakdown 2008-2013
  • Table 35 NBO Company Shares of Home Insecticides: % Value 2009-2013
  • Table 36 LBN Brand Shares of Home Insecticides: % Value 2010-2013
  • Table 37 Forecast Sales of Home Insecticides by Category: Value 2013-2018
  • Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2013-2018

Laundry Care in Peru - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 39 Household Possession of Washing Machines 2008-2013

CATEGORY DATA

  • Table 40 Sales of Laundry Care by Category: Value 2008-2013
  • Table 41 Sales of Laundry Care by Category: % Value Growth 2008-2013
  • Table 42 Sales of Laundry Aids by Category: Value 2008-2013
  • Table 43 Sales of Laundry Aids by Category: % Value Growth 2008-2013
  • Table 44 Sales of Laundry Detergents by Category: Value 2008-2013
  • Table 45 Sales of Laundry Detergents by Category: % Value Growth 2008-2013
  • Table 46 Sales of Fabric Softeners by Standard vs Concentrated: % Value 2008-2013
  • Table 47 NBO Company Shares of Laundry Care: % Value 2009-2013
  • Table 48 LBN Brand Shares Laundry Care: % Value 2010-2013
  • Table 49 NBO Company Shares of Laundry Aids: % Value 2009-2013
  • Table 50 LBN Brand Shares of Laundry Aids: % Value 2010-2013
  • Table 51 NBO Company Shares of Laundry Detergents: % Value 2009-2013
  • Table 52 LBN Brand Shares of Laundry Detergents: % Value 2010-2013
  • Table 53 Forecast Sales of Laundry Care by Category: Value 2013-2018
  • Table 54 Forecast Sales of Laundry Care by Category: % Value Growth 2013-2018

Polishes in Peru - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 55 Sales of Polishes by Category: Value 2008-2013
  • Table 56 Sales of Polishes by Category: % Value Growth 2008-2013
  • Table 57 NBO Company Shares of Polishes: % Value 2009-2013
  • Table 58 LBN Brand Shares of Polishes: % Value 2010-2013
  • Table 59 Forecast Sales of Polishes by Category: Value 2013-2018
  • Table 60 Forecast Sales of Polishes by Category: % Value Growth 2013-2018

Surface Care in Peru - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 61 Sales of Surface Care by Category: Value 2008-2013
  • Table 62 Sales of Surface Care by Category: % Value Growth 2008-2013
  • Table 63 NBO Company Shares of Surface Care: % Value 2009-2013
  • Table 64 LBN Brand Shares of Surface Care: % Value 2010-2013
  • Table 65 Forecast Sales of Surface Care by Category: Value 2013-2018
  • Table 66 Forecast Sales of Surface Care by Category: % Value Growth 2013-2018

Toilet Care in Peru - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 67 Sales of Toilet Care by Category: Value 2008-2013
  • Table 68 Sales of Toilet Care by Category: % Value Growth 2008-2013
  • Table 69 NBO Company Shares of Toilet Care: % Value 2009-2013
  • Table 70 LBN Brand Shares of Toilet Care: % Value 2010-2013
  • Table 71 Forecast Sales of Toilet Care by Category: Value 2013-2018
  • Table 72 Forecast Sales of Toilet Care by Category: % Value Growth 2013-2018

Segmentation

This market research report includes the following:

  • Home Care
    • Air Care
      • Candle Air Fresheners
      • Car Air Fresheners
      • Electric Air Fresheners
      • Gel Air Fresheners
      • Liquid Air Fresheners
      • Spray/Aerosol Air Fresheners
        • Concentrated Spray/Aerosol Air Fresheners
        • Standard Spray/Aerosol Air Fresheners
      • Other Air Care
    • Bleach
    • Dishwashing
      • Automatic Dishwashing
        • Automatic Dishwashing Liquids
        • Automatic Dishwashing Powders
        • Automatic Dishwashing Tablets
        • Dishwashing Additives
      • Hand Dishwashing
    • Home Insecticides
      • Electric Insecticides
      • Insecticide Baits
      • Insecticide Coils
      • Spray/Aerosol Insecticides
      • Other Home Insecticides
    • Laundry Care
      • Carpet Cleaners
      • Fabric Softeners
        • Dryer Sheets
        • Liquid Fabric Softeners
      • Laundry Aids
        • Colour Safe Laundry Bleach
        • Curtain Care
        • Fabric Fresheners
        • Home Dry Cleaning
        • Spot and Stain Removers
          • In-Wash Spot and Stain Removers
          • Pre-Wash Spot and Stain Removers
          • Starch/Ironing Aids
          • Water Softeners
          • Other Laundry Boosters
          • Laundry Detergents
            • Automatic Detergents
              • Powder Detergents
                • Standard Powder Detergents
                • Concentrated Powder Detergents
              • Detergent Tablets
                • Compact Powder Tablet Detergents
                • Liquid Tablet Detergents
              • Liquid Detergents
                • Standard Liquid Detergents
                • Concentrated Liquid Detergents
              • Standard Detergents
                • Standard Powder Detergents
                • Standard Liquid Detergents
              • Concentrated Detergents
                • Concentrated Powder Detergents
                • Concentrated Liquid Detergents
                • Compact Powder Tablet Detergents
                • Liquid Tablet Detergents
            • Other Detergents
              • Bar Detergents
              • Hand Wash Detergents
              • Fine Fabric Detergents
        • Polishes
          • Floor Polish
          • Furniture Polish
          • Metal Polish
          • Shoe Polish
        • Surface Care
          • Household Care Wipes and Floor Cleaning Systems
            • Dry Electro-Static Wipes
              • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
              • Wipes and Refills (Dry Electro-Static)
            • Floor Cleaning Systems
              • Refills
                • Cleaning Solution
                • Refill Wipes/Pads
              • Starter Kits/Trigger Device
            • Impregnated Wet Wipes
              • All Purpose Cleaning Wipes
              • Furniture Polish Wipes
              • Toilet Care Wipes
              • Wet Floor Wipes
                • Starter Kits/Sweepers/Sticks (Wet)
                • Wipes and Refills (Wet)
              • Window/Glass Wipes
              • Other Impregnated Wipes
            • Starter Kits/Sweepers/Sticks (Excluding Wipes)
            • Wipes (Excluding Starter Kits/Sweepers/Sticks)
          • Bathroom Cleaners
          • Descalers
          • Drain Openers
          • Floor Cleaners
            • Standard Floor Cleaners
            • Wash and Wax Floor Cleaners
          • Household Antiseptics/Disinfectants
          • Kitchen Cleaners
          • Multi-Purpose Cleaners
          • Oven Cleaners
          • Scouring Agents
          • Window/Glass Cleaners
        • Toilet Care
          • In-Cistern Devices
          • ITBs
            • Rim Blocks
            • Rim Liquids
          • Toilet Care Mousse/Foam
          • Toilet Care Tablets/Powders
          • Toilet Cleaning Systems
          • Toilet Liquids

      Statistics Included

      For each category and subcategory you will receive the following data in Excel format:

      From Passport

      • Market Sizes
      • Company Shares
      • Brand Shares
      • Distribution
      • Pricing
      • Analysis by Fragrance
      • Analysis by power source
      • Analysis by Type
      • Possession Rates
      • Standard/Concentrated Fabric Softeners

      Market size details:

      • Retail volume
      • Retail volume % growth
      • Retail volume per capita
      • Retail value retail selling price % growth
      • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
      • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
      • Retail value manufacturer selling price % growth
      • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
      • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
      • Retail volume alternative
      • Retail volume alternative % growth
      • Retail volume alternative per capita

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