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Country Report

Home Care in

Home Care in Peru

51 pages, Feb 2018

US$2,650

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Executive Summary

New Report Guarantee

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

New channels of distribution attract consumers

Traditional channels remain the principal means of distribution in Peru, mainly through small independent stores called bodegas which offer convenience, in that they are located close to consumers. Many of these store owners allow their customers a type of informal credit, such as the ability to pay at a later date.

Price-sensitive consumers continue to shape the Peruvian market

Home care consumption per capita in Peru remains lower in value terms than in the US and neighbouring Chile, showing that Peruvians are oriented towards low unit prices. Consumers are used to searching for price-reduction offers before shopping for home care products and they are also willing to try new products at lower prices, conducting a price comparison between brands.

Wide distribution and low prices continue to drive growth of private label

In Peru, private label products maintain their competitiveness in relation to established brands from domestic and multinational companies by offering consumers a first-rate product. Unlike other markets, such as in Europe, private label has grown, as convenience and low prices are valued above innovation and differentiation by local consumers.

Women enjoying higher education and leadership

The independence of women has strengthened in Peru thanks to their increasing education and leadership, and many of them work outside home, and do not have much time for home chores, which tend to remain their responsibility, as, despite female liberation, Peruvians remain conservative. Therefore products and communication need to be addressed to these women, focusing on benefits such as convenience or ease of use.

Future growth from outside of Lima

Connectivity has improved in Peru in recent years, creating development opportunities for small cities and even rural areas. Therefore family income outside Lima has increased, while consumers across the country have different characteristics, with families larger than in Lima and generally occupying houses with more rooms.

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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

New channels of distribution attract consumers

Price-sensitive consumers continue to shape the Peruvian market

Wide distribution and low prices continue to drive growth of private label

Women enjoying higher education and leadership

Future growth from outside of Lima

MARKET INDICATORS

Table 1 Households 2012-2017

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2012-2017
Table 3 Sales of Home Care by Category: % Value Growth 2012-2017
Table 4 NBO Company Shares of Home Care: % Value 2013-2017
Table 5 LBN Brand Shares of Home Care: % Value 2014-2017
Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017
Table 7 Distribution of Home Care by Format: % Value 2012-2017
Table 8 Distribution of Home Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Home Care by Category: Value 2017-2022
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022

DEFINITIONS

SOURCES

Summary 1 Research Sources

Air Care in Peru

HEADLINES

PROSPECTS

Air care products not perceived as essential

High unit prices limit the variety of available products

Fresh smelling cars reflect the driver’s status

COMPETITIVE LANDSCAPE

Consumers consider imported products are higher quality

Growth to be driven by innovation

Multifunctional products to continue to grow

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2012-2017
Table 12 Sales of Air Care by Category: % Value Growth 2012-2017
Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value 2012-2017
Table 14 Sales of Air Care by Fragrance: Value Ranking 2012-2017
Table 15 NBO Company Shares of Air Care: % Value 2013-2017
Table 16 LBN Brand Shares of Air Care: % Value 2014-2017
Table 17 Forecast Sales of Air Care by Category: Value 2017-2022
Table 18 Forecast Sales of Air Care by Category: % Value Growth 2017-2022

Bleach in Peru

HEADLINES

PROSPECTS

Multiple uses of bleach make it the most popular home care option

Recommended doses are not used

Large pack sizes do not mean lower unit prices

COMPETITIVE LANDSCAPE

Main competition from surface care products

Demand only for standard products

One multinational company has a strong lead

CATEGORY DATA

Table 19 Sales of Bleach: Value 2012-2017
Table 20 Sales of Bleach: % Value Growth 2012-2017
Table 21 NBO Company Shares of Bleach: % Value 2013-2017
Table 22 LBN Brand Shares of Bleach: % Value 2014-2017
Table 23 Forecast Sales of Bleach: Value 2017-2022
Table 24 Forecast Sales of Bleach: % Value Growth 2017-2022

Dishwashing in Peru

HEADLINES

PROSPECTS

Liquid dishwashers to gain in popularity

Income constraints in the country mean hand dishwashing will remain dominant

Hand dishwashing a mature category

COMPETITIVE LANDSCAPE

Domestic producer has a strong lead

Private label increases its presence

Lack of innovation in 2017

CATEGORY INDICATORS

Table 25 Household Possession of Dishwashers 2012-2017

CATEGORY DATA

Table 26 Sales of Dishwashing by Category: Value 2012-2017
Table 27 Sales of Dishwashing by Category: % Value Growth 2012-2017
Table 28 NBO Company Shares of Dishwashing: % Value 2013-2017
Table 29 LBN Brand Shares of Dishwashing: % Value 2014-2017
Table 30 Forecast Sales of Dishwashing by Category: Value 2017-2022
Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022

Home Insecticides in Peru

HEADLINES

PROSPECTS

El Niño leads to dramatic increase in consumption in 2017

Correlation between the type of insecticide and consumers’ socioeconomic level

Demand strongly increases in summer time

COMPETITIVE LANDSCAPE

Availability a key factor

Manufacturers show solidarity with the population

Competition from homemade products and techniques

CATEGORY DATA

Table 32 Sales of Home Insecticides by Category: Value 2012-2017
Table 33 Sales of Home Insecticides by Category: % Value Growth 2012-2017
Table 34 Sales of Spray/Aerosol Insecticides by Type: % Value 2012-2017
Table 35 NBO Company Shares of Home Insecticides: % Value 2013-2017
Table 36 LBN Brand Shares of Home Insecticides: % Value 2014-2017
Table 37 Forecast Sales of Home Insecticides by Category: Value 2017-2022
Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022

Laundry Care in Peru

HEADLINES

PROSPECTS

Laundry care declines in spite of new launches

Laundry aids benefits from wider availability and price reductions

Peruvians do not believe in concentrated products

COMPETITIVE LANDSCAPE

Alicorp continues to lead laundry care

Companies compete with different products

Price promotion boosts sales

CATEGORY INDICATORS

Table 39 Household Possession of Washing Machines 2012-2017

CATEGORY DATA

Table 40 Sales of Laundry Care by Category: Value 2012-2017
Table 41 Sales of Laundry Care by Category: % Value Growth 2012-2017
Table 42 Sales of Laundry Aids by Category: Value 2012-2017
Table 43 Sales of Laundry Aids by Category: % Value Growth 2012-2017
Table 44 Sales of Laundry Detergents by Category: Value 2012-2017
Table 45 Sales of Laundry Detergents by Category: % Value Growth 2012-2017
Table 46 NBO Company Shares of Laundry Care: % Value 2013-2017
Table 47 LBN Brand Shares of Laundry Care: % Value 2014-2017
Table 48 NBO Company Shares of Laundry Aids: % Value 2013-2017
Table 49 LBN Brand Shares of Laundry Aids: % Value 2014-2017
Table 50 NBO Company Shares of Laundry Detergents: % Value 2013-2017
Table 51 LBN Brand Shares of Laundry Detergents: % Value 2014-2017
Table 52 Forecast Sales of Laundry Care by Category: Value 2017-2022
Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022

Polishes in Peru

HEADLINES

PROSPECTS

New styles of floor types and shoes lead to lower demand

Additional benefits used to retain customers

Furniture and metal polishes remain niche products

COMPETITIVE LANDSCAPE

Manufacturers not interested in polishes

Each brand has a commercial strategy of focusing on a specific channel

Traditional channel to continue its leadership

CATEGORY DATA

Table 54 Sales of Polishes by Category: Value 2012-2017
Table 55 Sales of Polishes by Category: % Value Growth 2012-2017
Table 56 NBO Company Shares of Polishes: % Value 2013-2017
Table 57 LBN Brand Shares of Polishes: % Value 2014-2017
Table 58 Forecast Sales of Polishes by Category: Value 2017-2022
Table 59 Forecast Sales of Polishes by Category: % Value Growth 2017-2022

Surface Care in Peru

HEADLINES

PROSPECTS

Consumers willing to pay extra for added value

The economic decline leads consumers to substitute disinfectants

Wipes perceived as expensive

COMPETITIVE LANDSCAPE

High levels of competition

Peru not ready for premium brands

All retailers have developed their own private label products

CATEGORY DATA

Table 60 Sales of Surface Care by Category: Value 2012-2017
Table 61 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017
Table 64 NBO Company Shares of Surface Care: % Value 2013-2017
Table 65 LBN Brand Shares of Surface Care: % Value 2014-2017
Table 66 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2013-2017
Table 67 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2017
Table 68 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 69 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022

Toilet Care in Peru

HEADLINES

PROSPECTS

Innovation counters traditionalism

Growth rate continues to decline

New pack sizes expected

COMPETITIVE LANDSCAPE

Top of mind does not mean consumer preference at the time of purchase

Advertising and availability are key

Private label not aggressive

CATEGORY DATA

Table 70 Sales of Toilet Care by Category: Value 2012-2017
Table 71 Sales of Toilet Care by Category: % Value Growth 2012-2017
Table 72 NBO Company Shares of Toilet Care: % Value 2013-2017
Table 73 LBN Brand Shares of Toilet Care: % Value 2014-2017
Table 74 Forecast Sales of Toilet Care by Category: Value 2017-2022
Table 75 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Home Care in Peru

New Report Guarantee

Executive Summary

New Report Guarantee

New channels of distribution attract consumers

Price-sensitive consumers continue to shape the Peruvian market

Wide distribution and low prices continue to drive growth of private label

Women enjoying higher education and leadership

Future growth from outside of Lima

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

New channels of distribution attract consumers

Price-sensitive consumers continue to shape the Peruvian market

Wide distribution and low prices continue to drive growth of private label

Women enjoying higher education and leadership

Future growth from outside of Lima

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

Air Care in Peru

HEADLINES

PROSPECTS

Air care products not perceived as essential

High unit prices limit the variety of available products

Fresh smelling cars reflect the driver’s status

COMPETITIVE LANDSCAPE

Consumers consider imported products are higher quality

Growth to be driven by innovation

Multifunctional products to continue to grow

CATEGORY DATA

Bleach in Peru

HEADLINES

PROSPECTS

Multiple uses of bleach make it the most popular home care option

Recommended doses are not used

Large pack sizes do not mean lower unit prices

COMPETITIVE LANDSCAPE

Main competition from surface care products

Demand only for standard products

One multinational company has a strong lead

CATEGORY DATA

Dishwashing in Peru

HEADLINES

PROSPECTS

Liquid dishwashers to gain in popularity

Income constraints in the country mean hand dishwashing will remain dominant

Hand dishwashing a mature category

COMPETITIVE LANDSCAPE

Domestic producer has a strong lead

Private label increases its presence

Lack of innovation in 2017

CATEGORY INDICATORS

CATEGORY DATA

Home Insecticides in Peru

HEADLINES

PROSPECTS

El Niño leads to dramatic increase in consumption in 2017

Correlation between the type of insecticide and consumers’ socioeconomic level

Demand strongly increases in summer time

COMPETITIVE LANDSCAPE

Availability a key factor

Manufacturers show solidarity with the population

Competition from homemade products and techniques

CATEGORY DATA

Laundry Care in Peru

HEADLINES

PROSPECTS

Laundry care declines in spite of new launches

Laundry aids benefits from wider availability and price reductions

Peruvians do not believe in concentrated products

COMPETITIVE LANDSCAPE