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Country Report

Laundry Care in

Laundry Care in Peru

18 pages, Feb 2018

US$990

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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!

PROSPECTS

Laundry care declines in spite of new launches

Consumers witnessed new product launches in fabric softeners and laundry aids in 2017, both of which achieved strong value growth, helped by greater penetration in traditional channels. This was, however, not enough to make a positive impact on total laundry care sales, with standard detergents, by far the largest category, suffering a decline in retail value sales.

Laundry aids benefits from wider availability and price reductions

Laundry aids is an emerging category which benefited from two factors in 2017. Firstly, Vanish, from Reckitt Benckiser Perú, launched a single-dose pack size, available through traditional channels in order to attract low-middle-income households which frequently use bar detergent for hand washing before loading the washing machine, if they have one.

Peruvians do not believe in concentrated products

Usually consumers do not use the recommended dose, preferring to add a higher quantity to each wash. For this reason, no concentrated powder detergents are available in the country, while multiple brands, from domestic and multinational companies, offer standard detergents.

COMPETITIVE LANDSCAPE

Alicorp continues to lead laundry care

The domestic players, Alicorp and Intradevco Industrial, held strong positions in laundry care, offering brands in a number of categories. Their successful strategies include wide distribution to reach all points of sale in rural areas and in cities, combining their own fleets and warehouses with independent distributors.

Companies compete with different products

The main competitors, both domestic and multinational, are characterised by their ability to offer products in different categories of laundry care, gaining greater recognition for their brands. Simultaneously, they offer products in detergent (powder and liquid), laundry aid and fabric softener; in some cases with the same brand, such as Sapolio from Intradevco Industrial and in other cases with different brands, such as Procter & Gamble Perú (Ariel, Ace, Tide, Downy).

Price promotion boosts sales

Along with advertising, price reduction promotions have proven to be effective in laundry care, as consumers show little brand loyalty. Private label products commonly conduct these kind of promotions offering second units at lower prices with discounts of between 40% and 70%.

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Samples

Laundry Care Market Sample Report Laundry Care Market 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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Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

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

The Laundry 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 Laundry Care in Peru?
What are the major brands in Peru?
What is the performance of concentrated liquid detergents?
What are the main new products developments in the laundry aids area?

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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Laundry Care in Peru - Category analysis

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 1 Household Possession of Washing Machines 2012-2017

CATEGORY DATA

Table 2 Sales of Laundry Care by Category: Value 2012-2017
Table 3 Sales of Laundry Care by Category: % Value Growth 2012-2017
Table 4 Sales of Laundry Aids by Category: Value 2012-2017
Table 5 Sales of Laundry Aids by Category: % Value Growth 2012-2017
Table 6 Sales of Laundry Detergents by Category: Value 2012-2017
Table 7 Sales of Laundry Detergents by Category: % Value Growth 2012-2017
Table 8 NBO Company Shares of Laundry Care: % Value 2013-2017
Table 9 LBN Brand Shares of Laundry Care: % Value 2014-2017
Table 10 NBO Company Shares of Laundry Aids: % Value 2013-2017
Table 11 LBN Brand Shares of Laundry Aids: % Value 2014-2017
Table 12 NBO Company Shares of Laundry Detergents: % Value 2013-2017
Table 13 LBN Brand Shares of Laundry Detergents: % Value 2014-2017
Table 14 Forecast Sales of Laundry Care by Category: Value 2017-2022
Table 15 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022

Home Care in Peru - Industry Overview

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 16 Households 2012-2017

MARKET DATA

Table 17 Sales of Home Care by Category: Value 2012-2017
Table 18 Sales of Home Care by Category: % Value Growth 2012-2017
Table 19 NBO Company Shares of Home Care: % Value 2013-2017
Table 20 LBN Brand Shares of Home Care: % Value 2014-2017
Table 21 Penetration of Private Label in Home Care by Category: % Value 2012-2017
Table 22 Distribution of Home Care by Format: % Value 2012-2017
Table 23 Distribution of Home Care by Format and Category: % Value 2017
Table 24 Forecast Sales of Home Care by Category: Value 2017-2022
Table 25 Forecast Sales of Home Care by Category: % Value Growth 2017-2022

Megatrends

Country Report

Laundry Care in Peru

New Report Guarantee

Executive Summary

New Report Guarantee

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

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Laundry Care in Peru - Category analysis

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

CATEGORY DATA

Home Care in Peru - Industry Overview

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

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