Wipes in Peru

PRE-COVID-19 PERFORMANCE

Baby wipes continue to be used for multiple purposes

Baby wipes remained, by far, the biggest category of wipes in 2019. Despite the birth rate decreasing in Peru, baby wipes achieved increasing penetration in the country over the review period as Peruvians use baby wipes for multiple purposes.

Other types of personal wipes have potential for significant growth

The only other types of personal wipes in Peru, intimate wipes and facial cleansing wipes, both continued to be targeted exclusively to women in 2019. Women have a growing awareness of these products and many have entered the workforce, meaning that they have the ability to spend on specific products developed for different needs.

Brands focus on specific consumer needs

Kimberly-Clark del Perú SA remained the dominant player in wipes in Peru in 2019. Its ability to innovate has allowed the company to cater to new consumption occasions, increasing its penetration in wipes further.

2020 AND BEYOND

COVID-19 impact

Sales of wipes are now expected to grow by 7% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. Due to rounding, this is slightly slower growth than the 7% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within wipes

While all categories of wipes are seeing positive growth still in 2020, the rates are slower compared to 2019. Most categories are small and therefore sales in 2020 can be said to be remaining steady.

Recovery and opportunities

COVID-19 is not expected to have a long-term impact on the growth prospects of wipes in Peru. Normalisation is expected to resume at an early stage.

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