Home Care in Peru - Research and Markets

Sales of home care saw mixed results in 2023 albeit most categories recorded growth in retail volume terms. The rising cost of manufacturing including supplies, packaging and transportation pushed companies to continue raising their prices. The sharp rise in the cost of living forced some consumers to reduce their spending on some areas of home care, which placed an obstacle to stronger growth.

The Home Care in Peru market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2028 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

Get a detailed picture of the Home Care market;
Pinpoint growth sectors and identify factors driving change;
Understand the competitive environment, the market’s major players and leading brands;
Use five-year forecasts to assess how the market is predicted to develop.

HOME CARE IN PERU

EXECUTIVE SUMMARY

Home care in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for home care?

MARKET INDICATORS

Table 1 Households 2018-2023

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
Table 7 Distribution of Home Care by Format: % Value 2018-2023
Table 8 Distribution of Home Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028

DISCLAIMER

SOURCES

Summary 1 Research Sources

LAUNDRY CARE IN PERUKEY DATA FINDINGS

2023 DEVELOPMENTS

Laundry detergents faces challenges and opportunities in 2023
Significant downgrade in mid-tier consumption due to economic context
Value becomes the key consumer concern as economic pressures mount

PROSPECTS AND OPPORTUNITIES

Economy brands set to gain more ground in the short term as Peru enters a recession
Liquid Fabric Softeners has great expansion potential
Companies will need to consider traditional laundry habits if they are to build stronger sales

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2018-2023

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2018-2023
Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 14 Sales of Laundry Aids by Category: Value 2018-2023
Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 18 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 19 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 20 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 21 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 22 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 24 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028

DISHWASHING IN PERUKEY DATA FINDINGS

2023 DEVELOPMENTS

Category resumes regular growth after pandemic peak
Dishwashing paste soap remains the preferred option but liquid gaining ground
Supply shortages place further pressure on prices as inflation continues to influence the market

PROSPECTS AND OPPORTUNITIES

Economic brands set to gain ground while leading players are expected to focus on encouraging Peruvians to trade up from paste to liquid
Category to become more relevant for Home Care competitors
Hand dishwashing will continue to be the dominant option in Peru

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2017-2022

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2018-2023
Table 28 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 29 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 30 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 31 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028

SURFACE CARE IN PERUKEY DATA FINDINGS

2023 DEVELOPMENTS

Multi-purpose cleaners remains the largest and most dynamic category in 2023 as consumers focus on value and convenience
Little change in the competitive landscape as the leading brands remain the most visible and widely available options
Traditional cleaning habits remain an obstacle to more significant uptake of surface care

PROSPECTS AND OPPORTUNITIES

Prices likely to dictate demand for surface care with potential threat from low-cost laundry detergents
Multi-purpose cleaners set to benefit from being a convenient and effective solution to maintaining good hygiene in the home
Education could prove crucial in driving demand

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2018-2023
Table 34 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 37 NBO Company Shares of Surface Care: % Value 2019-2023
Table 38 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
Table 41 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028

BLEACH IN PERUKEY DATA FINDINGS

2023 DEVELOPMENTS

Bleach loses relevance in the market as the pandemic comes to an end
Consumers turn to affordable brands due to lack of differentiation
Consumers migrate to discounters in search of savings

PROSPECTS AND OPPORTUNITIES

Increased education on the benefits of laundry care could negatively affect demand for bleach
Price competition expected to heat up as Peru's economy struggles
Competitors could promote new consumption occasions to drive sales

CATEGORY DATA

Table 43 Sales of Bleach: Value 2018-2023
Table 44 Sales of Bleach: % Value Growth 2018-2023
Table 45 NBO Company Shares of Bleach: % Value 2019-2023
Table 46 LBN Brand Shares of Bleach: % Value 2020-2023
Table 47 Forecast Sales of Bleach: Value 2023-2028
Table 48 Forecast Sales of Bleach: % Value Growth 2023-2028

TOILET CARE IN PERUKEY DATA FINDINGS

2023 DEVELOPMENTS

Consumer priorities changing as the pandemic comes to an end
Inflation and stock shortages impact the competitive landscape
Discounters gaining traction as consumers go in search of savings

PROSPECTS AND OPPORTUNITIES

Growth depends largely on greater awareness of the need for toilet cleaning
New fragrances and larger packs could present growth opportunities
Private label likely continue to gain ground as Peru enters a recession

CATEGORY DATA

Table 49 Sales of Toilet Care by Category: Value 2018-2023
Table 50 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 51 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 52 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 53 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028

POLISHES IN PERUKEY DATA FINDINGS

2023 DEVELOPMENTS

Polishes continues to recover albeit not reaching pre-pandemic sales levels
Competitive landscape remains fairly consolidated due to Intradevco Industrial's broad product portfolio
Distribution landscape comes under the microscope as consumers go in search of the best deals

PROSPECTS AND OPPORTUNITIES

Flooring trends likely to influence demand over the forecast period
Casual fashion trends a serious threat to sales of shoe polish
Private label could expand as consumers become more price sensitive

CATEGORY DATA

Table 55 Sales of Polishes by Category: Value 2018-2023
Table 56 Sales of Polishes by Category: % Value Growth 2018-2023
Table 57 NBO Company Shares of Polishes: % Value 2019-2023
Table 58 LBN Brand Shares of Polishes: % Value 2020-2023
Table 59 Forecast Sales of Polishes by Category: Value 2023-2028
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2023-2028

AIR CARE IN PERUKEY DATA FINDINGS

2023 DEVELOPMENTS

Air care sees steady growth overall but the different categories see mixed results
Sapolio extends its lead but private label starting to make inroads
Discounters attracting growing interest thanks to eye-catching prices

PROSPECTS AND OPPORTUNITIES

Hand-made and artisan candles and air fresheners pose a serious threat to the category
Brands could look to add more variety to win over consumers
New consumption occasions could help to generate more sales

CATEGORY DATA

Table 61 Sales of Air Care by Category: Value 2018-2023
Table 62 Sales of Air Care by Category: % Value Growth 2018-2023
Table 63 NBO Company Shares of Air Care: % Value 2019-2023
Table 64 LBN Brand Shares of Air Care: % Value 2020-2023
Table 65 Forecast Sales of Air Care by Category: Value 2023-2028
Table 66 Forecast Sales of Air Care by Category: % Value Growth 2023-2028

HOME INSECTICIDES IN PERUKEY DATA FINDINGS

2023 DEVELOPMENTS

Warmer weather drives category growth as insect populations proliferate
Sapolio remains the standout brand in home insecticides
Price takes on greater relevance and incomes are squeezed

PROSPECTS AND OPPORTUNITIES

El Niño and climate change set to fuel demand for home insecticides
Consumers could turn to cheaper brands and private label as Peru enters a recession
Spray/aerosol insecticides will remain the most popular option with electric options limited to more affluent consumers

CATEGORY DATA

Table 67 Sales of Home Insecticides by Category: Value 2018-2023
Table 68 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 69 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
Table 70 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 71 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 72 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 73 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028

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