Men's Grooming in Peru

PROSPECTS

Demand for specialised products drives sales

Men’ grooming continued to grow in 2017 as Peruvian men were looking for specialised products and were reluctant to use family products or those intended for women; however, low economic growth resulted in fewer new consumers trying specific products for men. Also, during 2017, the average unit price rise was below the inflation rate, as part of an attempt to attract more customers.

Premiumisation stops within men’s grooming

Premium products are a niche area in the country and tend to only target upper-income consumers because of their high unit prices. Such products are mainly available through department stores and normally target experienced consumers.

Skin care will recover after a setback

Skin care experienced a setback from 2015 through 2017, mainly caused by economic conditions that have negatively affected purchasing capacity. Consumers have managed to use lower amounts of product or purchase different, cheaper brands.

COMPETITIVE LANDSCAPE

Growth in hair care is driven by advertising and discounts

Men’s bath and shower is set to record the best performance amongst the main categories over the forecast period, since consumers will continue migrating from family and women’s products to male-specific alternatives, driven by innovations and advertising that communicates specific benefits. Also, it is important to consider that men’s bath and shower still had very limited penetration in 2017, leaving plenty of room to grow.

International companies focus on offering a complete portfolio of products

In 2017 international brands continued to lead men’s grooming, with the multinationals Procter & Gamble Perú, Unilever Andina Perú and Schick & Energizer Perú having a strong presence within men’s shaving products, deodorants and hair care. These companies have powerful brands in their portfolios, together with a long-standing presence in Peru.

Unit price remains steady

Major brands chose not to increase their unit prices during 2017, in the hope of retaining customers since they recognise that some men could eventually switch back to non-specialised products due to budgetary constraints. Also, constant promotions have helped to avoid average price increases, and they have become common in men’s deodorants and men’s hair care in alliance with some supermarkets and hypermarkets.

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