Bath and Shower in Peru

PRE-COVID-19 PERFORMANCE

Both bar and liquid soap perform well as consumers seek added value in 2019

Bar soap recorded strong and accelerated current value growth in 2019, with many consumers choosing well-known brands over less expensive products. Fragrance is an important feature of bar soap for Peruvians, who tend to prefer floral or fruit-scented options, such as the new Palmolive option with jasmine and cocoa butter, or Camay with glycerine and French rose or Dove with pomegranate.

Added value and new launches support growth of bath and shower in 2019

Manufacturers responded to increasing consumer interest in added-value features in bath and shower by offering additional benefits in 2019. Dove introduced products with new claims such as stress-reduction or energising through aromatherapy.

Colgate-Palmolive Perú strengthens its second place in bath and shower in 2019

Colgate-Palmolive Perú strengthened its position in bath and shower in 2019, gaining significant ground on the leader, Unilever Andina Perú. The company is active in bar and liquid soap, as well as body wash/shower gel, with its well-known Protex and Palmolive brands.

2020 AND BEYOND

COVID-19 impact

Sales of bath and shower are now expected to grow by 5% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 4% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within bath and shower

Liquid soap recorded the strongest constant 2019 value growth in 2019 and is set to repeat the performance, with accelerating constant 2019 value growth anticipated for 2020. The message that liquid soap is more hygienic, with considerably lower risks of cross-contamination than bar soap, was already resonating among Peruvian consumers prior to the COVID-19 outbreak.

Recovery and opportunities

After the strong performance of bath and shower anticipated for 2020 due to the COVID-19 outbreak, constant 2019 value growth rates are set to return to more normal levels over the rest of the forecast period, albeit at marginally lower rates than those envisaged in our research conducted at the end of 2019 before the spread of COVID-19. Hygiene concerns will likely persist, encouraging many to continue washing with bar or liquid soap more frequently and also supporting sales of antibacterial products in these areas.

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