Executive Summary

Jun 2019
PROSPECTS
Growing preference for natural ingredients

Among consumers there is a tendency to prefer natural ingredients, such as argan oil, which are considered not harmful to either the hair or the end-user. Brands such as Tío Nacho have launched their products containing organic coconut, announcing this through advertising campaigns as highly moisturising products for the hair.

Cleanness and shine are the most demanded attributes

It is common to see that all shampoo commercials advertise these two attributes (cleanness and shine) that are often reinforced through different communication strategies. Peruvians are accustomed to washing their hair daily, as a sign of the importance they give to cleaning and also to ensure that the hair is shiny as a reflection of being healthy and well cared for.

Greater openness to colouration

Until a few years ago hair colouring had very low penetration and its use was reserved for women, in the middle and upper class, who wanted to conceal their grey hair. However, recently the use of these products has been democratised and now it is common to see men who also dye their hair or women who since they were teenagers experiment with new colours and styles.

COMPETITIVE LANDSCAPE
Manufacturers compete by offering different lines according to hair types

This strategy has been developed to satisfy the demand that increasingly seeks products more in line with their specific needs. The main brands offer different lines according to hair types, evidenced by Sedal, Pantene and Dove, among others.

Companies need a local strategy to successfully compete

Those companies that follow regional strategies instead of having a local focus cannot respond fast enough to market requirements. There are two elements that distinguish Peru; the first is that near 70% of distribution is still through traditional channels, therefore companies need to develop distribution strategies that help them to cover the entire country and a vast variety of points of sale, where most distribution companies are local ones.

Penetration of beauty specialists has not affected brand shares

In recent years, beauty specialists have expanded, mainly through modern retail chains such as Aruma and Sally Beauty. Thus far, this has not affected multinational brands’ penetration, since they dominate hair care and are distributed mainly through small independent grocery stores, pharmacies, supermarkets and hypermarkets.

Want to find out more about this report?
Request more information
Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Your Recently Viewed Reports

Hair Care in Peru

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Hair Care industry in Peru with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Hair Care industry in Peru, our research will save you time and money while empowering you to make informed, profitable decisions.

The Hair Care in Peru market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Hair Care in Peru?
  • What are the major brands in Peru?
  • Which types of styling agents are most common?
  • How are shampoos versus 2-in-1 products performing?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Hair Care in Peru - Category analysis

HEADLINES

PROSPECTS

Growing preference for natural ingredients
Cleanness and shine are the most demanded attributes
Greater openness to colouration

COMPETITIVE LANDSCAPE

Manufacturers compete by offering different lines according to hair types
Companies need a local strategy to successfully compete
Penetration of beauty specialists has not affected brand shares

CATEGORY DATA

Table 1 Sales of Hair Care by Category: Value 2013-2018
Table 2 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 3 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Hair Care: % Value 2014-2018
Table 5 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 6 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 7 LBN Brand Shares of Colourants: % Value 2015-2018
Table 8 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 9 LBN Brand Shares of Styling Agents: % Value 2015-2018
Table 10 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 11 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 12 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 13 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in Peru - Industry Overview

EXECUTIVE SUMMARY

Growth rate declines in 2018
Little willingness to try new products
New competitors
New product developments focus on greater segmentation
Larger growth is expected in the future

MARKET DATA

Table 14 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 15 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 16 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 17 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 18 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 19 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 20 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 21 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 22 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources