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Country Report

Home Care in

Home Care in Peru

Feb 2019

US$2,650

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Executive Summary

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Economic slowdown negatively affects home care growth

During 2017 and 2018, Peru faced a period of political instability that resulted in fewer investments and a consequent economic slowdown. As a direct consequence, many families have seen their incomes decrease and have had to make adjustments to their household budgets by either purchasing lower price alternatives or reducing consumption of products that are not considered necessary or essential.

Development of new areas limited by tradition

In recent years, there has been a development of new areas such as toilet care and new products like laundry aids, driven by willingness to invest extra money in order to obtain better results, especially in order to perform tasks faster and with less effort. However, the trend towards products that promise a better performance is being limited by the tradition of using only water mixed with laundry powder detergent or bleach to clean different parts of the house, such as floors, bathrooms, kitchens and even garages or sidewalks outside the home.

Private label operators continue to increase penetration

With the expansion of modern distribution channels, private label ranges have emerged, focusing on offering a good price-value ratio. While multinational companies are known for introducing innovations, local brands and private label ranges are looking to grow in lower risk areas, where consumers are willing to sacrifice high quality for a lower price.

Consumers seeking to save time drive innovation in laundry care

Despite recent stagnation, laundry care proved to be a very dynamic area during 2017 and 2018. Detergents continue to dominate sales, although liquids are showing solid growth and gaining share as consumers gradually change their ways and learn that liquid detergent is not necessarily more expensive than powder.

Peruvian consumers to continue gradually changing habits

Recent demographic changes are expected to continue over the forecast period. The birth rate is expected to continue declining, resulting in smaller families, with many women prioritising their careers and thus having greater disposable incomes to spend on products that offer added convenience when doing household chores.

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Home Care Sample Report Home Care Sample Data

Overview

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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home 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 Home Care industry in Peru, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Peru for free:

The Home Care in Peru market research report includes:

Analysis of key supply-side and demand trends
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 Home Care in Peru?
What are the major brands in Peru?
What is the importance of the trend towards environmentally friendly products in home care?
What are the main growth drivers of the home care market in Peru?

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 Home Care market research database.

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Home Care in Peru

EXECUTIVE SUMMARY

Economic slowdown negatively affects home care growth

Development of new areas limited by tradition

Private label operators continue to increase penetration

Consumers seeking to save time drive innovation in laundry care

Peruvian consumers to continue gradually changing habits

MARKET INDICATORS

Table 1 Households 2013-2018

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2013-2018
Table 3 Sales of Home Care by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Home Care: % Value 2014-2018
Table 5 LBN Brand Shares of Home Care: % Value 2015-2018
Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 7 Distribution of Home Care by Format: % Value 2013-2018
Table 8 Distribution of Home Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Home Care by Category: Value 2018-2023
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources

Air Care in Peru

HEADLINES

PROSPECTS

Spray remains favourite format

Air care is desired but not a must

Environmental concern remains limited

COMPETITIVE LANDSCAPE

Local manufacturers expanding portfolios

War of attributes

Few competitors fighting for consumer preference

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2013-2018
Table 12 Sales of Air Care by Category: % Value Growth 2013-2018
Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018
Table 14 NBO Company Shares of Air Care: % Value 2014-2018
Table 15 LBN Brand Shares of Air Care: % Value 2015-2018
Table 16 Forecast Sales of Air Care by Category: Value 2018-2023
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Bleach in Peru

HEADLINES

PROSPECTS

Bleach continues to be used for multiple purposes

Consumers only demand standard brands

Recommended dosage instructions ignored

COMPETITIVE LANDSCAPE

Clorox continues to leads sales

Large volume does not imply lower unit cost

Main competition comes from other areas

CATEGORY DATA

Table 18 Sales of Bleach: Value 2013-2018
Table 19 Sales of Bleach: % Value Growth 2013-2018
Table 20 NBO Company Shares of Bleach: % Value 2014-2018
Table 21 LBN Brand Shares of Bleach: % Value 2015-2018
Table 22 Forecast Sales of Bleach: Value 2018-2023
Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

Dishwashing in Peru

HEADLINES

PROSPECTS

Cream products continue to lead sales

Preference for traditional channels

Liquid dishwashing penetration boosted by hygiene trend

COMPETITIVE LANDSCAPE

Automatic dishwashing remains a small niche

Advertising combats traditional beliefs

Competition continues to grow

CATEGORY INDICATORS

Table 24 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 25 Sales of Dishwashing by Category: Value 2013-2018
Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Insecticides in Peru

HEADLINES

PROSPECTS

Marketing adjusting after “El Niño”

Dilemma between products

Home insecticides seen as part of cleaning process

COMPETITIVE LANDSCAPE

Wide distribution key to success

Low cost versus quality

Traditional home-made products compete with insecticides

CATEGORY DATA

Table 31 Sales of Home Insecticides by Category: Value 2013-2018
Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018
Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Laundry Care in Peru

HEADLINES

PROSPECTS

Consumers remain uncertain over recommended dose

Area slowly becoming more sophisticated

Shift away from hand washing continues

COMPETITIVE LANDSCAPE

Local companies lead sales

Innovations from multinational companies

New brands continue to enter area

CATEGORY INDICATORS

Table 38 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 39 Sales of Laundry Care by Category: Value 2013-2018
Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 41 Sales of Laundry Aids by Category: Value 2013-2018
Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 43 Sales of Laundry Detergents by Category: Value 2013-2018
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 45 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 46 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 47 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 48 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 49 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 50 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 51 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Polishes in Peru

HEADLINES

PROSPECTS

Modernity causing decrease in sales

Furniture polish keeps growing

Silver utensils remain status symbols

COMPETITIVE LANDSCAPE

Manufacturers compete by offering additional benefits

Wide distribution is key success driver

Manufacturers not showing interest in polishes

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2013-2018
Table 54 Sales of Polishes by Category: % Value Growth 2013-2018
Table 55 NBO Company Shares of Polishes: % Value 2014-2018
Table 56 LBN Brand Shares of Polishes: % Value 2015-2018
Table 57 Forecast Sales of Polishes by Category: Value 2018-2023
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in Peru

HEADLINES

PROSPECTS

Deep cleaning demands different products

Profile of Peruvian women is changing

Consumers react positively to promotions

COMPETITIVE LANDSCAPE

Specialised products vs brands with wide portfolios

Private label ranges continue to expand

Only standard brands available

CATEGORY DATA

Table 59 Sales of Surface Care by Category: Value 2013-2018
Table 60 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 63 NBO Company Shares of Surface Care: % Value 2014-2018
Table 64 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 67 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in Peru

HEADLINES

PROSPECTS

Economic downturn negatively impacts toilet care

Low number of toilets per household limiting sales

Convenience continues to drive sales

COMPETITIVE LANDSCAPE

Competition to intensify through offering of sachets

Consumers prefer recognised brands

Bleach offers strong competition

CATEGORY DATA

Table 69 Sales of Toilet Care by Category: Value 2013-2018
Table 70 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 71 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 72 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 73 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023

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Megatrends

Country Report

Home Care in Peru

New Report Guarantee

Executive Summary

New Report Guarantee

Economic slowdown negatively affects home care growth

Development of new areas limited by tradition

Private label operators continue to increase penetration

Consumers seeking to save time drive innovation in laundry care

Peruvian consumers to continue gradually changing habits

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Home Care in Peru

EXECUTIVE SUMMARY

Economic slowdown negatively affects home care growth

Development of new areas limited by tradition

Private label operators continue to increase penetration

Consumers seeking to save time drive innovation in laundry care

Peruvian consumers to continue gradually changing habits

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

Air Care in Peru

HEADLINES

PROSPECTS

Spray remains favourite format

Air care is desired but not a must

Environmental concern remains limited

COMPETITIVE LANDSCAPE

Local manufacturers expanding portfolios

War of attributes

Few competitors fighting for consumer preference

CATEGORY DATA

Bleach in Peru

HEADLINES

PROSPECTS

Bleach continues to be used for multiple purposes

Consumers only demand standard brands

Recommended dosage instructions ignored

COMPETITIVE LANDSCAPE

Clorox continues to leads sales

Large volume does not imply lower unit cost

Main competition comes from other areas

CATEGORY DATA

Dishwashing in Peru

HEADLINES

PROSPECTS

Cream products continue to lead sales

Preference for traditional channels

Liquid dishwashing penetration boosted by hygiene trend

COMPETITIVE LANDSCAPE

Automatic dishwashing remains a small niche

Advertising combats traditional beliefs

Competition continues to grow

CATEGORY INDICATORS

CATEGORY DATA

Home Insecticides in Peru

HEADLINES

PROSPECTS

Marketing adjusting after “El Niño”

Dilemma between products

Home insecticides seen as part of cleaning process

COMPETITIVE LANDSCAPE

Wide distribution key to success

Low cost versus quality

Traditional home-made products compete with insecticides

CATEGORY DATA

Laundry Care in Peru

HEADLINES

PROSPECTS

Consumers remain uncertain over recommended dose

Area slowly becoming more sophisticated

Shift away from hand washing continues

COMPETITIVE LANDSCAPE