Laundry Care in Peru

PROSPECTS

Consumers remain uncertain over recommended dose

Manufacturers are aware of the fact that consumers do not trust recommended doses and prefer to add extra quantity. This has seriously affected the penetration of liquid products as consumers perceive them as being more expensive as the use of more than the recommended volume results in a lower than expected number of wash loads.

Area slowly becoming more sophisticated

In addition to detergent, consumers also increasingly add other products, with both fabric softeners and laundry aid products posting strong growth recently. This has been driven by the need to do the laundry in less time and obtain optimal results, while also preserving the conditions of garments, such as its shape or bright colours.

Shift away from hand washing continues

The search for comfort among consumers, along with the greater penetration of washing machines each year, has contributed to the decrease in hand washing frequency. However, it is still very common to combine hand washing with the use of washing machines in most homes as automatic washing is not considered effective enough to remove dirt from clothes such as white socks, school uniforms or stains on collars and underarms of shirts, for which the clothes first have to be rubbed by hand and then put in the washing machine.

COMPETITIVE LANDSCAPE

Local companies lead sales

Alicorp and Intradevco, both local manufacturers, dominate sales, producing locally and offering lower unit prices than multinational competitors. Successful strategies include offering a wide portfolio of products in all laundry care areas, including detergent, laundry aids and fabric softeners.

Innovations from multinational companies

Multinationals stand out for the introduction of innovations, launching new technology into Peru, while local manufacturers are followers, focusing on offering similar quality but at a lower cost. In recent years, Procter & Gamble has introduced liquid detergents to Peru, with local brands such as Sapolio, Bolivar and even private label ranges following behind.

New brands continue to enter area

In 2018, Skip from Unilever Andina entered laundry care, with the brand being available in powder and liquid formats, introducing the doy pack for standard liquid detergent. Unilever launched a massive advertising campaign and has introduced the product in modern retailers, as well as traditional channels.

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