Executive Summary

Jun 2019
PROSPECTS
Main driver is unit price

While the main driver for purchase is unit price, consumers recognise the benefits of well-known brands such as Prestobarba and Schick and therefore, at the time of making any new purchase they evaluate the cost-value benefit, since there are available very economic brands with unknown or doubtful origins and that sometimes can cause damage to the skin or cuts. In addition, another important driver is availability at the time of purchase because the buyer arrives at the pharmacy or at the small independent grocery store and if his favourite brand is not in stock he acquires what is available, showing lack of loyalty.

Within shaving, razors and blades are the most demanded product

Consumers do not perceive pre- and post-shave products as essentials because traditionally men use bar soap to create foam which is applied over the face prior to shaving. This has been taught from one generation to another and may be associated with the lack of different options that characterised previous decades.

Men’s grooming gains presence in new categories

Each year more men recognise the need to purchase specific products for their care, stopping the consumption of family options, as has happened in hair care and bath and shower. Products designed for men are associated with more active ingredients for the elimination of odours and longer-term protection which not necessarily agrees with reality but this is the disclosed claim.

COMPETITIVE LANDSCAPE
Barber shops are creating new competition

In contrast to the traditional man who pays little attention to his personal care, a new segment has emerged, comprising men who value their personal appearance and demand special products and services. That is why the barber shops have expanded in Lima, along with the fashion trend of letting beards grow, which is perceived as masculine but requires significant care.

Premium products remain small niche

Once a man uses a family-type product, for example shampoo or soap, it is not easy for him to migrate towards products specifically designed for men, unless he can clearly perceive the special benefits, such as aroma or elimination of odours, being stronger. On the other hand, in lines with little penetration, such as skin care, where most men still do not use them, it is feasible that when deciding to purchase a product, they specifically look for the one created for men.

Direct sellers can promote growth

Direct sellers have the best opportunity to create growth in this category because they can, through consultants, expand the knowledge and importance of taking care of skin with products designed especially for men, as well as reinforce the need to use specific products for hair care and showering. Most Peruvian men have already used fragrances from direct sellers, brands such as Unique-Yanbal, Esika, L’Bel, Natura or Avon, and therefore they are familiar with these brands as well as with their purchasing process, knowing at least one consultant.

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Men's Grooming in Peru

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Overview

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

The Men's Grooming in Peru market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • 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 Men's Grooming in Peru?
  • What are the major brands in Peru?
  • Are systems or disposable razors and blades more popular in shaving?
  • Which men’s category is seeing most dynamic growth?

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 Beauty and Personal Care market research database.

Men's Grooming in Peru - Category analysis

HEADLINES

PROSPECTS

Main driver is unit price
Within shaving, razors and blades are the most demanded product
Men’s grooming gains presence in new categories

COMPETITIVE LANDSCAPE

Barber shops are creating new competition
Premium products remain small niche
Direct sellers can promote growth

CATEGORY DATA

Table 1 Sales of Men’s Grooming by Category: Value 2013-2018
Table 2 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 3 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 4 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 5 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 6 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 7 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 8 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 9 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Beauty and Personal Care in Peru - Industry Overview

EXECUTIVE SUMMARY

Growth rate declines in 2018
Little willingness to try new products
New competitors
New product developments focus on greater segmentation
Larger growth is expected in the future

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 17 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 18 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources