Wipes in Peru

PROSPECTS

Baby wipes leads growth in wipes

Baby wipes has been the long-time leading type of wipes, not only in volume terms but also in terms of growth throughout the review period. Peruvians’ disposition to spend on baby products, particularly premium products, as parents want the best for their babies, and a wide product offer have contributed to baby wipes expanding its penetration.

Peruvian wipes shows signs of premiumisation

For a long time, Peruvian wipes has been mainly composed of baby wipes and some facial cleansing wipes. However, new categories are being developed among personal wipes and impregnated wet wipes, allowing consumers to choose products for different needs.

COMPETITIVE LANDSCAPE

Kimberly-Clark strengthens its presence to become the dominant player

With a strong spike in value share in 2018, Kimberly-Clark del Perú SA consolidated its position as the dominant player in Peruvian wipes. Many factors have contributed to its growth, innovation being the most important.

Acquisitions in chained pharmacies puts greater pressure on baby wipes brands

At the beginning of 2018, InRetail, one of the main companies in retailing and part of the Intercorp Group, acquired Quicorp SA, owner of Química Suiza SA and chained pharmacies, MiFarma, BTL, Fasa and Arcangel. With this acquisition, InRetail gains a high number of outlets and becomes the absolute leading player in chained pharmacies.

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