Surface Care in Peru

PROSPECTS

Importance of promotions and fragrance in surface care

Peruvian consumers are very price sensitive and react positively to promotions related to product price reduction such as “buy 2 and get 3” or enticing discounts such as 50% off the second product or a free small bottle for the purchase of large presentations. These promotions are usually held by supermarkets and hypermarkets, supporting the growth of modern distribution channels.

Old cleaning traditions prevail

Many Peruvians still maintain old cleaning traditions, typically involving a combination of water and laundry powder detergent, followed by alcohol and/or sodium bicarbonate. As a result, this form of cleaning has had a great impact on growth in surface care.

Profile of Peruvian women is changing

In Peru, it is usually women that purchase surface care products and perform household chores. However, the lifestyles of Peruvian women are gradually evolving in line with the increasingly hectic pace of modern life, especially in Lima.

COMPETITIVE LANDSCAPE

Specialised products versus brands with wide portfolios

Manufacturers tend to follow one of two strategies. On the one hand, there are brands that offer a wide range of products such as Sapolio, which produces hard surface cleaners, disinfectants, kitchen cleaners and window cleaners, amongst many other options.

Development of kitchen cleaning products and new fragrances

The development of kitchen cleaning products has displaced other products such as oven cleaners. For this reason, SC Johnson Peru has withdrawn Mr Músculo Limpia Hornos (oven cleaner) and continues to penetrate the market with the kitchen cleaner of the same brand.

Private label ranges continue to expand

Regarding hard surface care products, consumers do not tend to search for specialised products since the main attribute that they are looking for is a nice aroma. Therefore, private label ranges can meet requirements, usually at a lower unit price and also enjoy the advantage of having the best shelf space in modern retailers.

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