The competitive environment continues to be affected by the temporary withdrawal of the category-leading Poett brand in July 2020, following the discovery that products made before June 2020 contained pseudomonas, a bacteria that can cause lung infection. Although this was quickly rectified, the brand has yet to recover; surface cleaners that threaten respiratory health are very much out of step with consumer sentiments during the pandemic.
Disposable products have seen very strong value growth in Peru in 2021, albeit from very low bases. Disposable surface care products like home care wipes and floor cleaning systems and impregnated wet wipes are new, but are also extremely limited in terms of retail availability and are far beyond the means of most Peruvian households.
In 2021, consumer demand for task-specific products has fallen fell slightly in comparison to the previous year; however, compared to pre-pandemic levels, demand remains high. This is due to the shift in consumer cleaning habits caused by anxiety as a result of the pandemic, specifically high traffic areas such as the kitchen and bathrooms.
Overwhelmingly, the key surface care products are multi-purpose cleaners packed in 275 ml, 550 ml, 900 ml, 1.8 litre, 3.
Peruvian surface care is essentially split between multi-purpose products and everything else, and the size of the former shapes anticipated growth over the forecast period. Multi-purpose cleaners saw volume sales recover in 2021 after a dip in 2020 caused by supply issues, and should enjoy sustained growth going forward.
Surface care has traditionally been led by multinational brand operators such as Clorox Perú SA and Unilever Andina Perú SA. However, local producers are set to increase share over the forecast period, notably Alicorp SAA and its Sapolio brand.
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This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.See All of Our Definitions
This report originates from Passport, our Surface Care research and analysis database.
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