Baby and Child-Specific Products in Peru

PROSPECTS

Pharmacies’ growth boosts category development

In the last 5-7 years leading up to 2018, large chains of pharmacies have developed in Peru, expanding in Lima and in all the main cities across the country. Each of these chains has its own private label items, such as baby wipes and nappy products, helping to increase penetration.

International brands account for the majority of sales

Baby and child-specific products is dominated by international companies, such as Johnson & Johnson del Perú, Kimberly-Clark, Productos Avon, Beiersdorf and Natura Cosméticos Sociedade Anônima, together accounting for nearly two thirds of all value sales. These companies are known for introducing innovations frequently, and offering a wide portfolio of products; for example, Johnson & Johnson has introduced new product varieties for hair care and skin care, extending its well-known brand and adding benefits such as “glow”.

Sun care sees the highest growth within baby and child-specific products

Each year, more Peruvians are concerned about the danger of sun exposure, which has generated a continuous increase in sales of sun care products. This trend has been supported by the government through information campaigns as well as by manufacturers.

COMPETITIVE LANDSCAPE

Products with natural ingredients set to show faster growth

Past economic growth enabled consumers to buy better and more specific products, upgrading from low- or standard-quality goods and looking for well-known brands. This trend led to the disappearance of low-quality products, specifically informal goods, by the end of the review period.

Segmentation is becoming a key driver

Peruvians have been switching from one product to meet all family needs, for example from one shampoo to one shampoo product for each person, according to his/her specific conditions, such as thinning hair and age. In this context, baby and child-specific products are characterised by segmentation, which is applicable to all categories.

Brand extensions will be welcome

Brand expansion has become a common strategy within baby and child products, both for local producers and for multinational companies. It is common that under the same brand consumers find hair care products, toiletries and skin care.

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