Laundry Care in Peru

PROSPECTS

Single-dose products increasingly popular for their price and exact amount as consumers remain uncertain about the recommended dose

Many consumers look for single-dose products in sachets as they can be purchased daily or when required without involving a large outlay. Liquid detergent, stain removers and fabric softeners are available in this format; while powder detergent is available in packages of multiple sizes, from 150g.

Hand washing remains common, with washing machine penetration seeing slow growth

Hand washing laundry persists in the country, at all socioeconomic levels. In middle- and upper-income households, delicate clothes are washed by hand, so they are not damaged by the washing machine, whilst amongst lower-income consumers, the penetration of washing machines is lower so hand washing is required.

Increasingly busy consumers demand efficient, time-saving products, but still low demand for environmentally-friendly products

Increasingly busy lifestyles mean people have less time for household chores, including laundry; therefore, demand is growing for efficient products, such as laundry aids and fabric softeners, that offer excellent results in terms of both cleaning and fabric care. At the same time, in many households, soap bars are still used for hand washing socks, underwear and other white clothes, which are often then washed in the washing machine.

COMPETITIVE LANDSCAPE

Strength of local companies in laundry care

Alicorp and Intradevco, both local manufacturers, rank first and third in laundry care, respectively in 2019. They produce locally and offer lower unit prices than multinational competitors.

Procter & Gamble innovates to address consumer demands and concerns

Second-ranked Procter & Gamble is the only company in the market that offers concentrated liquid detergent, whilst its competitors offer standard products. The company faces the challenge that many consumers do not believe that such a small amount of liquid can achieve a good result and therefore do not use it properly, resulting in the price seeming very high for the amount of laundry done.

Premium detergents include stain removers

Unlike standard detergents, more premium detergents such as Ariel and Opal include stain removers. The growth in standard detergents’ penetration is boosting sales of laundry aid products.

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