In retail volume terms, baby and child-specific hair care, skin care and toiletries all experienced a decrease in sales for the second year in a row. Family incomes in Peru have been negatively affected by COVID-19 and its impact on the economy, with many households seeing a reduction in purchasing power.
Johnson & Johnson del Perú SA remained the leading player in baby and child-specific hair care, skin care, and toiletries in 2021 through its well-known and trusted brand Johnson & Johnson. Consumers trust the brand’s products, which are designed specifically for babies and children and which benefit from the promotion of its ‘no tears’ formulas and the ability to prevent skin irritation.
Baby wipes accounted for almost half of all retail value sales of baby and child-specific products in 2021. Sales dropped in 2020 as consumers were forced into home seclusion.
Baby and child-specific sun care experienced a large drop in sales in value and volume terms in 2020, caused by home seclusion. The category saw only saw a partial recovery in 2021 in part because during the summer months (January through April) beaches and swimming pools remained closed.
Direct sellers are looking to gain a larger share within baby and child-specific products (especially hair care, skin care and toiletries), and this trend is expected to continue over the forecast period. Natura is being the most aggressive direct selling company in this regard, with it focusing on offering products that are perceived as natural by consumers.
Private label producers will also have good opportunities for development within baby and child-specific products over the forecast period. With many households having reduced purchasing power in the fallout from COVID-19 this should present opportunities for private label and lower-priced products and brands to gain a stronger foothold in the market.
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Understand the latest market trends and future growth opportunities for the Baby Care industry in Peru with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Includes products for babies and toddlers aged 0-3 years and products for children under 11 years of age. Adult products with a secondary claim such as ‘suitable for children and sensitive skins’, are not included.See All of Our Definitions
This report originates from Passport, our Baby Care research and analysis database.
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