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Country Report

Surface Care in

Surface Care in Peru

16 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

Consumers willing to pay extra for added value

In 2016 and 2017 consumers reduced their purchases of multi-purpose cleaners and turned more towards kitchen and bathroom cleaners. Despite the economic deceleration, middle-and-high-income consumers recognise the added value in these products and are willing to pay a higher unit price.

The economic decline leads consumers to substitute disinfectants

Low- and low-middle-income households do not purchase disinfectants, as these products are considered as non-essential. These segments prefer to use diluted bleach or standard powder detergents to clean floors, as well as kitchen, bathroom and other surfaces.

Wipes perceived as expensive

Home care wipes entered Peru in 2010, and, although it has enjoyed high growth rates since 2015, penetration remains limited as consumers perceive the product as very expensive, mainly because it is not reusable. The domestic company, Intradevco Industrial, offers small packages at low unit prices, available through modern and traditional channels, although consumers still do not regard wipes as a necessity, given the lower prices of multi-purpose cleaners, disinfectants or even bleach, and this is unlikely to change over the forecast period.

COMPETITIVE LANDSCAPE

High levels of competition

The high level of competition is evident in the large number of brands available in all channels, as well as constant promotions by private label, while the main brands conduct advertising in mass media, such as television and radio. Both multinationals and domestic companies compete in surface care, mainly offering multi-purpose cleaners.

Peru not ready for premium brands

The Peruvian market is just beginning to recognise the specific benefits of products such as bathroom and kitchen cleaners, which are only purchased by a small segment of the population who recognise the excellent cost-value ratio. However, these products still enjoy only limited sales as Peruvians still prefer to buy multi-purpose cleaners and are not willing to pay extra for specific benefits.

All retailers have developed their own private label products

There is a large presence of surface care products through all distribution channels and towards the end of the review period all retailers were offering their own private label products, all focused on low cost. The trend is to continue developing products for surface care, with multi-purpose, window and kitchen cleaners already common.

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Surface Care Market Sample Report Surface 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 Surface 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 Surface Care industry in Peru, our research will save you time and money while empowering you to make informed, profitable decisions.

The Surface 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 Surface Care in Peru?
What are the major brands in Peru?
What are the fastest growth categories within surface care?
What are the key new product launches in the polishes market?

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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Surface Care in Peru - Category analysis

HEADLINES

PROSPECTS

Consumers willing to pay extra for added value

The economic decline leads consumers to substitute disinfectants

Wipes perceived as expensive

COMPETITIVE LANDSCAPE

High levels of competition

Peru not ready for premium brands

All retailers have developed their own private label products

CATEGORY DATA

Table 1 Sales of Surface Care by Category: Value 2012-2017
Table 2 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 3 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
Table 4 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017
Table 5 NBO Company Shares of Surface Care: % Value 2013-2017
Table 6 LBN Brand Shares of Surface Care: % Value 2014-2017
Table 7 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2013-2017
Table 8 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2017
Table 9 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 10 Forecast Sales of Surface 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 11 Households 2012-2017

MARKET DATA

Table 12 Sales of Home Care by Category: Value 2012-2017
Table 13 Sales of Home Care by Category: % Value Growth 2012-2017
Table 14 NBO Company Shares of Home Care: % Value 2013-2017
Table 15 LBN Brand Shares of Home Care: % Value 2014-2017
Table 16 Penetration of Private Label in Home Care by Category: % Value 2012-2017
Table 17 Distribution of Home Care by Format: % Value 2012-2017
Table 18 Distribution of Home Care by Format and Category: % Value 2017
Table 19 Forecast Sales of Home Care by Category: Value 2017-2022
Table 20 Forecast Sales of Home Care by Category: % Value Growth 2017-2022

Megatrends

Country Report

Surface Care in Peru

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Consumers willing to pay extra for added value

The economic decline leads consumers to substitute disinfectants

Wipes perceived as expensive

COMPETITIVE LANDSCAPE

High levels of competition

Peru not ready for premium brands

All retailers have developed their own private label products

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Surface Care in Peru - Category analysis

HEADLINES

PROSPECTS

Consumers willing to pay extra for added value

The economic decline leads consumers to substitute disinfectants

Wipes perceived as expensive

COMPETITIVE LANDSCAPE

High levels of competition

Peru not ready for premium brands

All retailers have developed their own private label products

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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