Home care in 2024: The big picture
The home care market in Peru experienced a slight decline in current value terms in 2024, driven primarily by the sluggish recovery of the local economy. This economic slowdown made consumers more cautious with their spending, with many opting to downgrade to more affordable brands.
2024 key trends
The prevailing economic climate, where consumers are prioritising value for money, has led to the growing relevance of large product formats over standard-sized options. This shift is evident in segments like liquid detergents, where traditional 1-2l sizes are being outpaced by larger 3-4l containers, as well as in dishwashing and surface care products, which are moving beyond the typical 750ml sizes.
Competitive landscape
Price competition intensified in 2024, driven by the growing presence of value-for-money options and private labels. To protect its market share, the industry leader, Alicorp SAA, implemented widespread price reductions across its portfolio.
Retailing developments
The challenging economic climate, where consumers are increasingly focused on finding deals and saving money, has contributed to the continued strength of traditional retail channels, particularly small local grocers. These outlets have diversified their offerings, attracting consumers with more traditional preferences, who now shop more frequently compared to 2023.
What next for home care?
The outlook for the home care market in Peru appears cautiously positive over the forecast period, with expectations of economic recovery driving increased consumer spending and a greater willingness to invest in premium products. Additionally, the growing influence of emerging channels such as discounters, cash-and-carry stores, and variety stores will prompt companies to seek new marketing strategies, aiming to reduce reliance on promotions and discounts.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Peru with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care industry in Peru, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home Care in Peru report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home Care in Peru?
- Which are the leading brands in Home Care in Peru?
- How are products distributed in Home Care in Peru?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in Peru
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
DISCLAIMER
Air Care in Peru
KEY DATA FINDINGS
Positive performance for air care in 2024
Fruity and lavender fragrances continue to dominate the market
SC Johnson increases its share, while Reckitt leaves the market
Stick and candle diffusers offer much potential
Growing pet care market presents opportunities for air care brands
Air care brands to capitalise on fragrance innovation, social media trends, and sustainability
Bleach in Peru
KEY DATA FINDINGS
Decline in bleach sales in 2024, with reduced disinfection habits and weather conditions impacting demand
Intense price competition with little differentiation between brands
Discounters and cash and carry outlets gain traction, due to their ability to offer consumers more affordable prices
Concept of disinfection regains relevance among consumers
Premiumisation could help to boost profit margins
Business-to-business sales could boost growth
Dishwashing in Peru
KEY DATA FINDINGS
Growth rates return to normal pre-pandemic levels
Procter & Gamble offloads its pastes, impacting its market share
Dishwashing liquids gain ground on the back of rising consumer awareness and aggressive marketing campaigns
Consumer shift towards smarter, more personalised choices
Scope for innovation in fragrances
Outlook for automatic dishwashing will be less favourable
Home Insecticides in Peru
KEY DATA FINDINGS
Demand for home insecticides falls in 2024, alongside the normalisation of temperatures
Leading insecticide brands gain market share in 2024, thanks to aggressive distribution and strategic pricing
Electric insecticides lose ground
Rising concerns over dengue fever transmission should boost demand for home insecticides
Greater focus on pricing and efficiency
Discounters and home care stores will gain relevance
Laundry Care in Peru
KEY DATA FINDINGS
Major players implement aggressive strategies to counter competition from low-priced alternatives
Fabric softeners see increase in demand 2024, thanks to improved economic context and players’ price cutting efforts
Liquid format shows surge in popularity
Economical detergents will continue to dominate amid economic pressures
Consumers will become more discerning in terms of their purchasing decisions, with wellbeing playing a key role
Laundry care offers much scope for further innovation
Polishes in Peru
KEY DATA FINDINGS
Flat performance amid changing consumer priorities
Shoe polish registers decline in demand due to changing fashion trends
Alicorp SAA solidifies leadership in Peru’s polishes market through competitive pricing
Changing consumption patterns threaten future of Peruvian polishes market
Liquids formats will drive innovation in shoe polishes
Innovative formats and value-added promotions will be key strategies for success
Surface Care in Peru
KEY DATA FINDINGS
Multi-surface cleaners lead growth, while prices decline
Clorox drives value growth with revival of Poett brand
Large formats grow in popularity, with further scope for innovation
Multi-purpose cleaners will continue to take the spotlight
Disinfection is regaining relevance as an attribute among consumers
Fragrance innovation will drive future growth
Toilet Care in Peru
KEY DATA FINDINGS
Stagnant performance amid economic pressures
Growing consumer demand for larger formats
Alicorp SAA leads the category where other competitors lose share
Increased consumer awareness drives demand for fast-acting claims
Innovative formats represent key growth driver
Hard water poses unique challenges
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
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This report originates from Passport, our Home Care research and analysis database.
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