Home care continues to post positive value growth in 2012
The stable economic situation in Peru contributed to the growth of the category. Consumers with higher and sustained incomes increased their consumption of basic home care products and started to use new, specialised products they had not previously considered, introducing them to new categories with low penetration. Although 2012 continued to register positive growth, it was slightly slower than in 2011.
Consumers start to use specialised products and more added-value brands
In home care the trend is for consumers to buy products from new categories they previously did not consider as they search for better results and their economic situation improves. Consumers who were already using these products were trading up to more added-value formats or brands. Manufacturers want to attract these consumers so they focus on innovative products with new formats that offer high quality and deliver the best results.
Domestic brands – present in almost all home care categories – continue to grow
A strong presence of international companies with innovative and solid brands competes with local companies that have developed competitive products at an affordable price and have entered new categories. International brands are well recognised in Peru and are present in all categories with a good retail share. Local competitors are mainly Alicorp with its presence in laundry care and Intradevco Industrial SA, which launched value products in several categories under its Sapolio umbrella brand and accounted for a significant retail share.
Modern retail continues to grow although independent small grocers maintain a strong presence
Modern retail continues to grow in Lima and interior cities, with the offer of strong price discounts, and focus on larger sizes. Independent small grocers maintained a strong presence in this market due to the fact that many consumers still buy weekly in small sizes, like the proximity of these smaller outlets to their homes as well as the personal treatment and relationship (informal credit terms) they experience there. Expectations are that the modern retail channels will continue to expand and account for more sales as consumers appreciate their strong discounts and increase purchases of larger sizes due to the positive economic situation. Private label is present but still has opportunities to further penetrate the category.
Home care forecast remains positive
The forecast for this category shows a positive trend due to the country’s stable economic growth and consumers being more informed and educated about home care. Consumption will improve for various reasons, including a wider availability of brands, larger sizes, higher consumption per capita, and purchases in new premium categories such as air fresheners, softeners and specialised cleaners.
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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:
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- 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?
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This industry report originates from Passport, our Home Care market research database.