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Shifting Consumer Preferences, Economic Pressures, and Growth in Value-Driven Brands Shapes Home Care
The home care category in Peru recorded a 4% decline in retail value in 2025, reaching PEN3.23 billion. Despite this decrease in value, retail volume grew by 4%, suggesting that economic pressures and a consumer shift toward more affordable options constrained value growth. Laundry care remains the largest subcategory in home care, driven by rising penetration of automatic washing machines and increasing demand for practical, multifunctional products. Over the forecast period, the home care market is expected to grow at a CAGR of 3%, reaching PEN3.83 billion by 2030. This growth will be supported by the aggressive expansion of discounters and evolving consumer habits. The category’s long-term attractiveness lies in its potential for expansion, fuelled by changing consumer preferences and the continued rise of discounters.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Peru with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care industry in Peru, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home Care in Peru report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home Care in Peru?
- Which are the leading brands in Home Care in Peru?
- How are products distributed in Home Care in Peru?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in Peru
Shifting Consumer Preferences, Economic Pressures, and Growth in Value-Driven Brands Shapes Home Care
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Shifting Consumer Preferences, Economic Pressures, and Growth in Value-Driven Brands Shapes Home Care
Liquid Formats Drive Innovation and Premiumisation
Multifunctionality Becomes a Key Driver of Product Innovation
Chart 2 Unilever Launches Aromatel Fabric Softener with a Strategy Focused on Small Local Grocers
Chart 3 Value Sales of Home Care 2020-2030
Chart 4 Volume Sales of Home Care 2020-2030
Chart 5 Value Sales of Home Care by Category 2025
Home Care in Peru Is Set for Steady Growth Driven by Discounters and Urbanisation
Chart 6 Analyst Insight for Home Care
Laundry Care Maintains Its Dominance through Multifunctional Products
Sustainability and Multifunctionality Shape Future Product Innovation
Chart 7 Clorox Stain Remover Appeals Through Offering Consumers
Chart 8 Forecast Value Sales of Home Care 2020-2030
Chart 9 Forecast Value Sales of Home Care by Category 2025-2030
Clorox Perú and Alicorp Saa Drive Competition through Aggressive Strategies
The Rise of Value Brands and Shifting Dynamics in the Competitive Landscape
Emerging Players and Innovation Are Set to Shape Future Competition in Home Care
Chart 10 Company Shares of Home Care 2025
Chart 11 Brand Shares of Home Care 2025
Small Local Grocers Dominates Home Care Sales Despite a Decline
Discounters Emerges as the Fastest-Growing Retail Channel
Chart 12 Alicorp Fights Low-Cost Competition by Strengthening Value Brands Such as Trome and Patito
The Growth of Retail E-Commerce Signals a Shift in Consumer Behaviour
Chart 13 Retail Channels for Home Care 2020-2025
Chart 14 Economic Context for Home Care
Chart 15 Real GDP Growth 2020-2030
Chart 16 Inflation 2020-2030
Chart 17 Consumer Context for Home Care
Chart 18 Population 2020-2030
Chart 19 Consumer Expenditure 2020-2030
Chart 20 Population by Generation 2025
Air Care in Peru
Key Data Insights
Growth Is Driven by Demand for Premium, Wellness-Focused Products
Chart 21 Key Industry Trends for Air Care
Growth Is Driven by Demand for Premium, Wellness-Focused Products
Spray/Aerosol Air Fresheners Leads Sales While Gel Air Fresheners Drive Strong Growth
Chart 22 Glade Innovates Launches Mist Spray as a Category Innovation
Mood-Boosting Ingredients Drive Premiumisation in Peru's Air Care Market
Chart 23 Value Sales of Air Care 2020-2030
Chart 24 Volume Sales of Air Care 2020-2030
Chart 25 Value Sales of Air Care by Category 2025
Rising Disposable Income Is Set to Support Premiumisation in Air Care
Chart 26 Analyst Insight for Air Care
Brands Are Set to Emphasise Natural Ingredients and Essential Oils to Align with Health Demands
Premiumisation and Sustainability Are Expected to Drive Value Growth in Air Care
Chart 27 Forecast Value Sales of Air Care 2020-2030
Chart 28 Forecast Value Sales of Air Care by Category 2025-2030
Leading Companies Maintain Their Dominance through Strong Brand Positioning
Chart 29 Glade Continues to Bet on a Diverse Range of Fragrances to Compete with Alicorp
Premiumisation and Health Trends Support Opportunities for Local Players
Chart 30 Company Shares of Air Care 2025
Chart 31 Brand Shares of Air Care 2025
While Small Local Grocers Leads Sales, Share Is Lost to Modern Retail Formats
Discounters Gains Traction with Competitive Pricing and Large Pack Sizes
Retail E-Commerce Grows Steadily in Air Care, Despite Logistical Challenges
Chart 32 Retail Channels for Air Care 2020-2025
Chart 33 Economic Context for Air Care
Chart 34 Real GDP Growth 2020-2030
Chart 35 Consumer Context for Air Care
Chart 36 Population 2020-2030
Chart 37 Consumer Expenditure 2020-2030
Chart 38 Population by Generation 2025
Bleach in Peru
Key Data Insights
Aggressive Pricing and Multipack Strategies Drive Retail Volume Growth but Constrain Value
Chart 39 Key Industry Trends for Bleach
Aggressive Pricing and Multipack Strategies Drive Retail Volume Growth but Constrain Value
Evolving Product Formats Intensifies Price Competition in Peru’S Bleach Market
Chart 40 Clorox Overtakes Alicorp in Lima with Aggressive Price Cuts and Multipack Strategy
Chart 41 Value Sales of Bleach 2020-2030
Chart 42 Volume Sales of Bleach 2020-2030
Premium Offerings and Aggressive Pricing Are Set to Drive Growth
Premiumisation and Business-To-Business Sales Are Set to Become Increasingly Important
Chart 43 Forecast Value Sales of Bleach 2020-2030
Clorox Perú Sa and Intradevco Industrial Sa Dominate through Strategic Pricing
Daryza Emerges as a Competitor in Bleach through a Niche Strategy
Chart 44 Company Shares of Bleach 2025
Chart 45 Brand Shares of Bleach 2025
Discounters Gain Share as Small Local Grocers Decline
Discounters Intensify Competition in Bleach through Low Prices
Retail E-Commerce Grows Steadily Despite Remaining a Niche
Chart 46 Retail Channels for Bleach 2020-2025
Chart 47 Economic Context for Bleach
Chart 48 Real GDP Growth 2020-2030
Chart 49 Inflation 2020-2030
Chart 50 Consumer Context for Bleach
Chart 51 Population 2020-2030
Chart 52 Population by Generation 2025
Dishwashing in Peru
Key Data Insights
Affordability and Innovation Drive Retail Volume and Value Growth in 2025
Chart 53 Key Industry Trends for Dishwashing
Affordability and Innovation Drive Retail Volume and Value Growth in 2025
Hand Dishwashing Maintains Its Dominance through Affordability and Consumer Trust
Evolving Product Formats Drive Market Dynamics
Chart 54 Growth of Liquid Formats Driven by Promotions and Brand Strategies in Dishwashing
Chart 55 Value Sales of Dishwashing 2020-2030
Chart 56 Volume Sales of Dishwashing 2020-2030
Chart 57 Value Sales of Dishwashing by Category 2025
Affordability Is Expected to Remain a Key Factor in the Sales of Dishwashing
Chart 58 Analyst Insight for Dishwashing
Mood-Boosting Fragrances and Sensory Innovation Is Set to Drive Value Growth
Chart 59 Frosch Launches Raspberry Vinegar Fragrance SKU
Sustainability Is Set to Have an Increasing Impact on Dishwashing
Chart 60 Forecast Value Sales of Dishwashing 2020-2030
Chart 61 Forecast Value Sales of Dishwashing by Category 2025-2030
Strong Distribution, Strategic Acquisitions, and Brand Positioning Drive Leadership in Dishwashing
Private Label Disruption and Market Polarisation within Dishwashing
Chart 62 Private Label Launches Affordable Options, Generating Stronger Competition
Chart 63 Brand Shares of Dishwashing 2025
Small Local Grocers Dominates Dishwashing Sales with Steady Demand
Discounters Gains Traction with Competitive Pricing and Private Labels
Retail E-Commerce Grows Steadily Despite Logistical Challenges
Chart 64 Retail Channels for Dishwashing 2020-2025
Chart 65 Economic Context for Dishwashing
Chart 66 Real GDP Growth 2020-2030
Chart 67 Inflation 2020-2030
Chart 68 Consumer Context for Dishwashing
Chart 69 Population 2020-2030
Chart 70 Consumer Expenditure 2020-2030
Chart 71 Population by Generation 2025
Home Insecticides in Peru
Key Data Insights
Home Insecticides Experiences a Moderate Value Decline Despite Ongoing Urban Demand
Chart 72 Key Industry Trends for Home Insecticides
Home Insecticides Experiences a Moderate Value Decline Despite Ongoing Urban Demand
Spray/Aerosol Insecticides Dominates Sales through Offering a Quick and Effective Solution
Multifunctionality and Trading Down Impact Category Dynamics in Peru
Chart 73 Alicorp Incrementa Su Liderazgo Con Propuestas Multifuncionales
Chart 74 Value Sales of Home Insecticides 2020-2030
Chart 75 Volume Sales of Home Insecticides 2020-2030
Chart 76 Value Sales of Home Insecticides by Category 2025
Multifunctional Products Are Set to Drive Long-Term Growth for Home Insecticides
Chart 77 Analyst Insight for Home Insecticides
Spray/Aerosol Insecticides Is Set to Remain Dominant Despite Affordability Challenges
Multifunctionality and Affordability Are Set to Influence Growth Strategies
Chart 78 Forecast Value Sales of Home Insecticides 2020-2030
Chart 79 Forecast Value Sales of Home Insecticides by Category 2025-2030
Intradevco Industrial Sa Strengthens Its Leadership with Strategic Brand Management
Multifunctionality, Affordability and Emerging Players Reshape Competition
Chart 80 Company Shares of Home Insecticides 2025
Chart 81 Brand Shares of Home Insecticides 2025
Small Local Grocers Leads Home Insecticide Sales through Convenience
Discounters Records Growth through Low Prices and Large Pack Formats
Retail E-Commerce Grows Steadily Despite Remaining a Niche Channel
Chart 82 Retail Channels for Home Insecticides 2020-2025
Chart 83 Economic Context for Home Insecticides
Chart 84 Real GDP Growth 2020-2030
Chart 85 Inflation 2020-2030
Chart 86 Consumer Context for Home Insecticides
Chart 87 Population 2020-2030
Chart 88 Consumer Expenditure 2020-2030
Chart 89 Population by Generation 2025
Laundry Care in Peru
Key Data Insights
Laundry Care in Peru Shifts Towards Liquid Formats and Premiumisation
Chart 90 Key Industry Trends for Laundry Care
Laundry Care in Peru Shifts Towards Liquid Formats and Premiumisation
Laundry Detergents Remains Dominant Despite Recording a Retail Value Decline
Chart 91 Clorox Stain Remover Appeals to Consumers Through Multifunctionality
Fabric Softeners and Laundry Aids Drive Growth through Multifunctional Benefits
Chart 92 Value Sales of Laundry Care 2020-2030
Chart 93 Volume Sales of Laundry Care 2020-2030
Chart 94 Value Sales of Laundry Care by Category 2025
Peru’s Laundry Care Market Is Expected to Grow Steadily, Driven by Premiumisation and Urbanisation
Chart 95 Analyst Insight for Laundry Care
Laundry Detergents Is Set to Retain Its Dominance as Fabric Softeners Drives Growth
Wellbeing and Innovation Are Set to Drive Premium Growth in Peru’s Laundry Care Market
Chart 96 Forecast Value Sales of Laundry Care 2020-2030
Chart 97 Forecast Value Sales of Laundry Care by Category 2025-2030
Alicorp Saa and Procter & Gamble Perú Lead the Market, Despite Rising Competition
Alicorp SAA?Expands Regionally as Emerging Players Drive Innovation in Laundry Care
Chart 98 Unilever Launches Aromatel Fabric Softener with a Strategy Focused on Small Local Grocers
Chart 99 Company Shares of Laundry Care 2025
Chart 100 Brand Shares of Laundry Care 2025
Discounters Expands Rapidly with Aggressive Pricing and National Penetration
Retail E-Commerce Gains Traction with Convenience and Digital Payments
Mass and 3A Lead the Discounter Channel with Low Prices and a Wide Reach
Chart 101 Retail Channels for Laundry Care 2020-2025
Chart 102 Economic Context for Laundry Care
Chart 103 Real GDP Growth 2020-2030
Chart 104 Inflation 2020-2030
Chart 105 Consumer Context for Laundry Care
Chart 106 Population 2020-2030
Chart 107 Consumer Expenditure 2020-2030
Chart 108 Population by Generation 2025
Polishes in Peru
Key Data Insights
Price-Sensitivity Reduces Consumer Spending on Non-Essential Items
Chart 109 Key Industry Trends for Polishes
Price-Sensitivity Reduces Consumer Spending on Non-Essential Items
Floor Polish Remains the Largest Category as Demand for Floor Care Continues
Chart 110 Cif Pisos Gains Ground in Surface Cleaners, Winning Share From Traditional Polishes
The Multifunctionality Trend Redefines Product Demand in Home Care
Chart 111 Value Sales of Polishes 2020-2030
Chart 112 Volume Sales of Polishes 2020-2030
Chart 113 Value Sales of Polishes by Category 2025
Cautious Spending and Channel Shifts Are Set to Influence Sales of Polishes
Liquid Formats and Multifunctionality Are Expected to Shape Product Offerings
Value-Added Promotions Will Be Key Differentiators across the Forecast Period
Chart 114 Forecast Value Sales of Polishes 2020-2030
Chart 115 Forecast Value Sales of Polishes by Category 2025-2030
Leading Companies Maintain Their Positions through Strong Brand Equity
Brands Consolidate Positions as Multifunctionality Shapes Peru's Polishes Market
Chart 116 Company Shares of Polishes 2025
Chart 117 Brand Shares of Polishes 2025
Discounters Expand Rapidly as Small Local Grocers Decline
Retail E-Commerce Gains Traction with Improved Infrastructure
Chart 118 Retail Channels for Polishes 2020-2025
Chart 119 Economic Context for Polishes
Chart 120 Real GDP Growth 2020-2030
Chart 121 Inflation 2020-2030
Chart 122 Consumer Context for Polishes
Chart 123 Population 2020-2030
Chart 124 Consumer Expenditure 2020-2030
Chart 125 Population by Generation 2025
Surface Care in Peru
Key Data Insights
Multi-Purpose Cleaners Drive Growth through Convenience, Versatility and Value for Money
Chart 126 Key Industry Trends for Surface Care
Multi-Purpose Cleaners Drive Growth through Convenience, Versatility and Value for Money
Home Care Disinfectants Lose Ground as Interest in Fragrance and Multifunctionality Rises
Mood-Boosting Ingredients and Sustainability Shape Innovation in Surface Care
Chart 127 Clorox Continues to Build Momentum through Fragrance Innovation within Poett Multi-Purpose Cleaners
Chart 128 Value Sales of Surface Care 2020-2030
Chart 129 Volume Sales of Surface Care 2020-2030
Chart 130 Value Sales of Surface Care by Category 2025
Rising Urbanisation and Convenience Are Set to Drive Growth in Surface Care
Chart 131 Analyst Insight for Surface Care
Multi-Purpose Cleaners Is Set to Lead Sales as Convenience and Versatility Drive Growth
Chart 132 Larger Pack Sizes in Multi-Purpose Cleaners Drive Higher Spending per Purchase While Appealing to Co
Fragrance Innovation Is Expected to Drive Growth and Differentiation
Chart 133 Forecast Value Sales of Surface Care 2020-2030
Chart 134 Forecast Value Sales of Surface Care by Category 2025-2030
Leading Brands Strengthen Positions through Innovation, Convenience, and Versatility
Alicorp Saa, the Global Brand Owner of Intradevco Industrial, Drives Competition through Regional Acquisitions
Chart 135 Company Shares of Surface Care 2025
Chart 136 Brand Shares of Surface Care 2025
Grocery Retailers Remains Dominant Due to Its Wide Reach and Promotions
Discounters Expands Rapidly with Aggressive Pricing and National Penetration
Retail E-Commerce Grows Steadily Despite Remaining Relatively Small
Chart 137 Retail Channels for Surface Care 2020-2025
Chart 138 Economic Context for Surface Care
Chart 139 Real GDP Growth 2020-2030
Chart 140 Inflation 2020-2030
Chart 141 Consumer Context for Surface Care
Chart 142 Population 2020-2030
Chart 143 Consumer Expenditure 2020-2030
Chart 144 Population by Generation 2025
Toilet Care in Peru
Key Data Insights
Retail Value Falls as Consumers Seek Affordability in Toilet Care
Chart 145 Key Industry Trends for Toilet Care
Retail Value Falls as Consumers Seek Affordability in Toilet Care
In-Cistern Devices Drives Sales, Offering Convenience and Continuous Cleaning
Chart 146 Rim Blocks Drive Toilet Care Growth in Peru as Private Label Gains Ground
Convenience and Evolving Product Formats Shape the Toilet Care Market in Peru
Chart 147 Value Sales of Toilet Care 2020-2030
Chart 148 Volume Sales of Toilet Care 2020-2030
Chart 149 Value Sales of Toilet Care by Category 2025
Multifunctional Innovation and Premiumisation Is Set to Shape Future Sales
Chart 150 Analyst Insight for Toilet Care
In-Cistern Devices Us Set to Drive Strong Growth through Convenience and Effectiveness
Hard Water Challenges Are Expected to Influence Innovation in Toilet Care
Chart 151 Forecast Value Sales of Toilet Care 2020-2030
Chart 152 Forecast Value Sales of Toilet Care by Category 2025-2030
Established Players Lead with Trusted Toilet Care Brands
SC Johnson & Son Del Perú Sa Leads the Market with a Dual-Brand Strategy
Chart 153 Company Shares of Toilet Care 2025
Chart 154 Brand Shares of Toilet Care 2025
Small Local Grocers Loses Share to Modern Grocery Retailers in Toilet Care
Retail E-Commerce Grows Steadily Despite Logistical Challenges
Chart 155 Retail Channels for Toilet Care 2020-2025
Chart 156 Economic Context for Toilet Care
Chart 157 Real GDP Growth 2020-2030
Chart 158 Inflation 2020-2030
Chart 159 Consumer Context for Toilet Care
Chart 160 Population 2020-2030
Chart 161 Consumer Expenditure 2020-2030
Chart 162 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
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This report originates from Passport, our Home Care research and analysis database.
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