Standard towels saw its growth stagnate in Peru in 2017, with consumers turning to invisible or ultra-slim towels, which offer the same absorbency without standard inconveniences. In this context, manufacturers have launched high-count packaging to fuel sales.
Even though sanitary protection showed faster growth in 2018 in volume terms compared to 2017, it did not recover the faster growth of previous years. After a difficult 2017, marked by El Niño’s impact on the economy and the political uncertainty that led to the former president’s resignation, 2018 was expected to be a better year in terms of consumption.
With increasingly hectic lifestyles and a growing sensation of instability, consumers are trying to resolve their purchases and obtain the best of their time and money. In this context, the modern channel, formed of supermarkets, hypermarkets and health and beauty specialist retailers, continues to gain share from the traditional channel.
Nosotras continued to dominate Peruvian sanitary protection value and volume sales in 2018. Its consistent dominance is the result of its innovation and product offerings, with its wide product portfolio targeting different needs.
Kotex from Kimberly-Clark del Perú SA has consolidated its position as the second-placed brand through the expansion of its product portfolio and availability for different occasions of use (eg by teens, during sports). The company launched a new brand image in 2018, which also attempted to empower women by using the new phrase: “With or without the period she can do it”.
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This industry report originates from Passport, our Tissue and Hygiene market research database.