Bath and Shower in Peru

PROSPECTS

Consumers are switching from bar soap to liquid soap or body wash

The most common choice within the bath and shower category continues to be bar soap, as most Peruvians perceive bar soap as cheap and efficient, and use the same bar for all family members. However, liquid soap, body washes and intimate washes have been growing faster than bar soaps.

Fragrance is the most valued attribute

The Peruvian bath and shower industry is mostly focused on promoting the sensorial aspects of products –mainly smell, which is very important for consumers in all socioeconomic levels. Middle- and high-income consumers are seeking more natural products, recognising their benefits to skin health and proper care.

Talcum sales continue to decline

All categories within bath and shower have registered current value growth except for talcum powder, which declined constantly from 2012 onwards. This is due to changes in consumers’ habits because talcum is no longer commonly used during bathing and grooming.

COMPETITIVE LANDSCAPE

International companies dominate bath and shower sales

International companies, including Procter & Gamble Perú, Colgate-Palmolive Perú, Unilever Andina Perú and Johnson & Johnson del Perú, account for the dominant share of value sales in bath and shower. However, there are also important domestic players, such as Intradevco Industrial and Industrias del Espino.

Economic slowdown has restricted innovations

Manufacturers frequently introduce new aromas, but the last important innovation was Nivea Body Wash, introduced by Beiersdorf at the end of 2015. This product is applied in the shower and after removing it with water, the consumer gets out of the shower and does not need to apply body cream, saving time.

Wide distribution network is a must

Distribution through traditional channels is extremely important for bar soap. Therefore, those companies that want to have a large volume share must have a distribution network that allows them to reach more than 6,000 small independent grocery stores all over the country.

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