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Country Report

Peru Flag Home Care in Peru

| Pages: 63

Price: US$2,650

About this Report

EXECUTIVE SUMMARY

Value-added products present highest growth rates

Home care growth rates declined during the last two years of the review period, which was due to the slowing economy since most low- and middle/low-income consumers were using multi-purpose cleaners or bleach to satisfy their different needs. In this context, value-added products posted the best performances as they were in demand from middle/high- and high-income households to obtain better results during the cleaning process. Such products included liquid detergents, stain removers and toilet care.

Local companies lead home care

Local companies such as Alicorp and Intradevco Industrial held strong positions within Peruvian home care, with a presence in different categories. They have been able to develop brands with high awareness, in a wide variety of pack sizes reaching all kinds of consumers. At the same time, local companies benefited from strong distribution networks, having a presence through many points of sale throughout Peru. Local companies need to compete with multinationals that conduct advertising campaigns more frequently.

Wide distribution network is a must

Traditional distribution channels, such as small grocery stores and market stands, sell in the range of 60-70% of home care products. For this reason and in order to obtain a high share of sales, companies are forced to develop strong distribution networks, reaching out to small stores all over Peru. Local companies prefer to develop their own fleets, while multinational companies often hire third parties to perform the tasks of distribution, using outsourcing models.

Consumers are strongly driven by advertising and promotions

Peruvian consumers are willing to try new products when they offer attributes to make tasks easier, faster or with better results. These innovations are usually advertised through television or promoters within the outlets; however, consumers only change from one brand to another after a price comparison, so discounting usually offers excellent results, driving sales and attracting consumers from other products.

Smaller pack sizes help to penetrate Peruvian market

Over 50% of households in Peru are classed as low income, where people receive their wages or receive their income on a daily or weekly basis. Therefore, they prefer to buy every day what they need to prepare meals or to clean their houses, acquiring all products in small-sized packages. Successful brands have managed to launch their products in small sachets and bottles, and this includes fabric softeners, powder detergents, spot and stain removers, bleach and hard surface cleaners. In the future, more brands will become available in small formats or presentations.

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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

Value-added products present highest growth rates

Local companies lead home care

Wide distribution network is a must

Consumers are strongly driven by advertising and promotions

Smaller pack sizes help to penetrate Peruvian market

KEY TRENDS AND DEVELOPMENTS

Peruvian economy will undergo a recovery in 2017

Traditional channels still dominate distribution

Innovations slowly penetrate Peru

MARKET INDICATORS

  • Table 1 Households 2010-2015

MARKET DATA

  • Table 2 Sales of Home Care by Category: Value 2010-2015
  • Table 3 Sales of Home Care by Category: % Value Growth 2010-2015
  • Table 4 NBO Company Shares of Home Care: % Value 2011-2015
  • Table 5 LBN Brand Shares of Home Care: % Value 2012-2015
  • Table 6 Penetration of Private Label in Home Care by Category: % Value 2010-2015
  • Table 7 Distribution of Home Care by Format: % Value 2010-2015
  • Table 8 Distribution of Home Care by Format and Category: % Value 2015
  • Table 9 Forecast Sales of Home Care by Category: Value 2015-2020
  • Table 10 Forecast Sales of Home Care by Category: % Value Growth 2015-2020

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

COMPETITIVE POSITIONING

  • Summary 4 Alicorp SAA: Competitive Position 2015

Clorox Perú SA in Home Care (Peru)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Clorox Perú SA: Key Facts

COMPETITIVE POSITIONING

  • Summary 6 Clorox Perú SA: Competitive Position 2015

Intradevco Industrial SA in Home Care (Peru)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 7 Intradevco Industrial SA: Key Facts
  • Summary 8 Intradevco Industrial SA: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 9 Intradevco Industrial SA: Competitive Position 2015

Perfumerías Unidas SA in Home Care (Peru)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 10 Perfumerías Unidas SA: Key Facts
  • Summary 11 Perfumerías Unidas SA: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 12 Perfumerías Unidas SA: Competitive Position 2015

Procter & Gamble Perú SRL in Home Care (Peru)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 13 Procter & Gamble Perú SRL: Key Facts
  • Summary 14 Procter & Gamble Perú SRL: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 15 Procter & Gamble Peru SRL: Competitive Position 2015

Air Care in Peru - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 11 Sales of Air Care by Category: Value 2010-2015
  • Table 12 Sales of Air Care by Category: % Value Growth 2010-2015
  • Table 13 NBO Company Shares of Air Care: % Value 2011-2015
  • Table 14 LBN Brand Shares of Air Care: % Value 2012-2015
  • Table 15 Forecast Sales of Air Care by Category: Value 2015-2020
  • Table 16 Forecast Sales of Air Care by Category: % Value Growth 2015-2020

Bleach in Peru - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 17 Sales of Bleach: Value 2010-2015
  • Table 18 Sales of Bleach: % Value Growth 2010-2015
  • Table 19 NBO Company Shares of Bleach: % Value 2011-2015
  • Table 20 LBN Brand Shares of Bleach: % Value 2012-2015
  • Table 21 Forecast Sales of Bleach: Value 2015-2020
  • Table 22 Forecast Sales of Bleach: % Value Growth 2015-2020

Dishwashing in Peru - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 23 Household Possession of Dishwashers 2010-2015

CATEGORY DATA

  • Table 24 Sales of Dishwashing by Category: Value 2010-2015
  • Table 25 Sales of Dishwashing by Category: % Value Growth 2010-2015
  • Table 26 NBO Company Shares of Dishwashing: % Value 2011-2015
  • Table 27 LBN Brand Shares of Dishwashing: % Value 2012-2015
  • Table 28 Forecast Sales of Dishwashing by Category: Value 2015-2020
  • Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2015-2020

Home Insecticides in Peru - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 30 Sales of Home Insecticides by Category: Value 2010-2015
  • Table 31 Sales of Home Insecticides by Category: % Value Growth 2010-2015
  • Table 32 NBO Company Shares of Home Insecticides: % Value 2011-2015
  • Table 33 LBN Brand Shares of Home Insecticides: % Value 2012-2015
  • Table 34 Forecast Sales of Home Insecticides by Category: Value 2015-2020
  • Table 35 Forecast Sales of Home Insecticides by Category: % Value Growth 2015-2020

Laundry Care in Peru - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 36 Household Possession of Washing Machines 2010-2015

CATEGORY DATA

  • Table 37 Sales of Laundry Care by Category: Value 2010-2015
  • Table 38 Sales of Laundry Care by Category: % Value Growth 2010-2015
  • Table 39 Sales of Laundry Aids by Category: Value 2010-2015
  • Table 40 Sales of Laundry Aids by Category: % Value Growth 2010-2015
  • Table 41 Sales of Laundry Detergents by Category: Value 2010-2015
  • Table 42 Sales of Laundry Detergents by Category: % Value Growth 2010-2015
  • Table 43 NBO Company Shares of Laundry Care: % Value 2011-2015
  • Table 44 LBN Brand Shares of Laundry Care: % Value 2012-2015
  • Table 45 NBO Company Shares of Laundry Aids: % Value 2011-2015
  • Table 46 LBN Brand Shares of Laundry Aids: % Value 2012-2015
  • Table 47 NBO Company Shares of Laundry Detergents: % Value 2011-2015
  • Table 48 LBN Brand Shares of Laundry Detergents: % Value 2012-2015
  • Table 49 Forecast Sales of Laundry Care by Category: Value 2015-2020
  • Table 50 Forecast Sales of Laundry Care by Category: % Value Growth 2015-2020

Polishes in Peru - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 51 Sales of Polishes by Category: Value 2010-2015
  • Table 52 Sales of Polishes by Category: % Value Growth 2010-2015
  • Table 53 NBO Company Shares of Polishes: % Value 2011-2015
  • Table 54 LBN Brand Shares of Polishes: % Value 2012-2015
  • Table 55 Forecast Sales of Polishes by Category: Value 2015-2020
  • Table 56 Forecast Sales of Polishes by Category: % Value Growth 2015-2020

Surface Care in Peru - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 57 Sales of Surface Care by Category: Value 2010-2015
  • Table 58 Sales of Surface Care by Category: % Value Growth 2010-2015
  • Table 59 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2010-2015
  • Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2010-2015
  • Table 61 NBO Company Shares of Surface Care: % Value 2011-2015
  • Table 62 LBN Brand Shares of Surface Care: % Value 2012-2015
  • Table 63 Forecast Sales of Surface Care by Category: Value 2015-2020
  • Table 64 Forecast Sales of Surface Care by Category: % Value Growth 2015-2020

Toilet Care in Peru - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 65 Sales of Toilet Care by Category: Value 2010-2015
  • Table 66 Sales of Toilet Care by Category: % Value Growth 2010-2015
  • Table 67 NBO Company Shares of Toilet Care: % Value 2011-2015
  • Table 68 LBN Brand Shares of Toilet Care: % Value 2012-2015
  • Table 69 Forecast Sales of Toilet Care by Category: Value 2015-2020
  • Table 70 Forecast Sales of Toilet Care by Category: % Value Growth 2015-2020

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
      • 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
        • Home 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
            • 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
        • Home Care 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 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
    • Analysis by Fragrance
    • Analysis by power source
    • Analysis by Type
    • Dishwasher Tablets by Type
    • Possession Rates
    • Pricing
    • Products by Ingredient

    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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