Home Care in Peru

Home Care in Peru

EXECUTIVE SUMMARY

COVID-19 impact on home care

COVID-19 country impact

Company response

Retailing shift

What next for home care?

Chart 1 Home Care Value Sales Growth Scenarios: 2018-2025
Chart 2 Home Care Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in Peru

KEY DATA FINDINGS

2020 IMPACT

Stockpiling due to lockdown positively impacts sales of laundry detergents in 2020

Fall in sales of laundry aids due to less washing of work and school clothes in 2020

Sales of liquid detergent rise as more consumers do their own laundry in 2020

RECOVERY AND OPPORTUNITIES

Laundry aids leads growth prospects

Washing machine penetration set to remain low in the short term

Falling unit prices to drive growth in fabric softeners

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2015-2020

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2015-2020
Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 14 Sales of Laundry Aids by Category: Value 2015-2020
Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 16 Sales of Laundry Detergents by Category: Value 2015-2020
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in Peru

KEY DATA FINDINGS

2020 IMPACT

COVID-19 accelerates shift to liquid hand dishwashing products in 2020

More hand dishwashing boosts demand for products that are kinder to skin in 2020

Growth in dishwasher ownership boosts demand for automatic dishwashing in 2020

RECOVERY AND OPPORTUNITIES

Marginal average growth forecast due to falling sales of hand dishwashing

Automatic dishwashing set to gain further ground

Liquid hand dishwashing products set to grow as consumers understand concentrated formats

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2015-2020
Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in Peru

KEY DATA FINDINGS

2020 IMPACT

Sales of multi-purpose and kitchen cleaners rise due to home seclusion in 2020

Recall of Poett multi-purpose cleaners provides opportunity for rivals in 2020

Players introduce large-size formats in 2020

RECOVERY AND OPPORTUNITIES

Hygiene-consciousness set to continue driving sales of surface care products

Disinfecting properties to remain key driver in purchasing decisions

Demand for home care wipes set to grow as convenience drives purchases among busy consumers

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2015-2020
Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
Table 37 NBO Company Shares of Surface Care: % Value 2016-2020
Table 38 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020
Table 41 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in Peru

KEY DATA FINDINGS

2020 IMPACT

Government cleaning protocol recommends bleach for use on all surfaces in 2020

COVID-19 leads to fall in sales of informal bleach products in 2020

Standard, value-for-money products continue to dominate sales in 2020

RECOVERY AND OPPORTUNITIES

Consumers set to move away from heavy use of bleach

Sales of bleach set to fall as convenience becomes a priority for busy consumers

Demand for more specialised products set to constrain growth among middle- and high-income households

CATEGORY DATA

Table 43 Sales of Bleach: Value 2015-2020
Table 44 Sales of Bleach: % Value Growth 2015-2020
Table 45 NBO Company Shares of Bleach: % Value 2016-2020
Table 46 LBN Brand Shares of Bleach: % Value 2017-2020
Table 47 Forecast Sales of Bleach: Value 2020-2025
Table 48 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in Peru

KEY DATA FINDINGS

2020 IMPACT

Consumers switch to bleach in 2020 based on cheaper price and superior performance

Toilet liquids/foam show greater resilience as consumers prioritise disinfection properties in 2020

Players use labels to highlight efficacy of toilet liquids/foam products in 2020

RECOVERY AND OPPORTUNITIES

Rim liquids set to lead growth prospects

Players set to resume advertising to boost awareness of toilet care products

Limited scope for new product development

CATEGORY DATA

Table 49 Sales of Toilet Care by Category: Value 2015-2020
Table 50 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 51 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 52 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 53 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in Peru

KEY DATA FINDINGS

2020 IMPACT

Fewer usage occasions and old-fashioned perception hit sales of polishes in 2020

Lockdown reduces demand for metal polish in 2020

Traditional grocery retailers remain leading channel in 2020

RECOVERY AND OPPORTUNITIES

Low growth for polishes and decline for furniture polish

Recovery in shoe polish to be impacted by uncertain school reopening

Polishes not set to be a priority area for investment

CATEGORY DATA

Table 55 Sales of Polishes by Category: Value 2015-2020
Table 56 Sales of Polishes by Category: % Value Growth 2015-2020
Table 57 NBO Company Shares of Polishes: % Value 2016-2020
Table 58 LBN Brand Shares of Polishes: % Value 2017-2020
Table 59 Forecast Sales of Polishes by Category: Value 2020-2025
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in Peru

KEY DATA FINDINGS

2020 IMPACT

Demand outstrips supply of spray/aerosol air fresheners during lockdown in 2020

Non-essential status hits sales of electric air fresheners in 2020

Intradevco Industrial retains lead due to strength of Sapolio in spray/aerosol air fresheners in 2020

RECOVERY AND OPPORTUNITIES

Steady value growth projected

Slow return to growth for car air fresheners

Leading players set to resume social media campaigns following a pause

CATEGORY DATA

Table 61 Sales of Air Care by Category: Value 2015-2020
Table 62 Sales of Air Care by Category: % Value Growth 2015-2020
Table 63 NBO Company Shares of Air Care: % Value 2016-2020
Table 64 LBN Brand Shares of Air Care: % Value 2017-2020
Table 65 Forecast Sales of Air Care by Category: Value 2020-2025
Table 66 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in Peru

KEY DATA FINDINGS

2020 IMPACT

Consumers prioritise cleaning and disinfecting products over home insecticides in 2020

Fears over toxicity limit use of insecticides in the home in 2020

Intradevco Industrial maintains lead due to price as wide distribution is key to success in 2020

RECOVERY AND OPPORTUNITIES

Fastest growth in electric insecticides

Greater focus on hygiene as consumers seek more environmentally friendly products

Potential for growth of private label

CATEGORY DATA

Table 67 Sales of Home Insecticides by Category: Value 2015-2020
Table 68 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 69 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
Table 70 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 71 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 72 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 73 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025

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