Baby and Child-Specific Products in Peru

PROSPECTS

Consumers demand products to attend specific needs

Within hair care and skin care, there have been innovations to open lines that address special characteristics of babies and children. For example, Johnson's Baby offers shampoos, conditioners and styling sprays with vitamins to strengthen the hair or shine drops for dull hair.

Demand for natural ingredients keeps increasing

The main reason to buy specific baby and child products is that the ingredients are suitable for the delicate skin of these end-users. However, most consumers do not stop to read or analyse the ingredients contained in each product.

Hair care is showing the largest increment

In 2018, hair care presented the highest growth rate and this is due to a combination of several strategies. First, new products have been introduced, such as sprays and creams to facilitate combing that prompt parents to purchase more products within the baby and child-specific products category.

COMPETITIVE LANDSCAPE

Informal products still represent strong competition

Informality threatens all productive sectors of the country, including the manufacture of shampoos, fragrances and creams. This has even affected baby and child-specific products, which is worrying because it is a category where strict control is required to prevent products that harm the skin of babies or children from being offered.

Direct selling brands are losing share

In 2018, direct sellers lost share and this was mainly due to expansion by the modern channel, through pharmacy chains, supermarkets and hypermarkets; and to a lesser extent beauty specialists. This has been taken advantage of by national brands such as Simond's, Zaidman and Goldilocks.

Brands that only offer baby and child-specific products are more successful

Buyers in this category look for particular attributes, such as ingredients that do not cause damage to the delicate skin of babies and children, or mild aromas. This is why the brands that generate more confidence are those focused on this segment, because they enforce the perception that they only work with appropriate ingredients.

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