FODA Ferreyros
Bath and Shower in Peru
Category Briefing | 01 Aug 2013
HEADLINES
Bath and shower increases in value by 7% in 2012, rising to n/s448 million
Aggressive advertising and rising disposable income levels drive sales of intimate washes
Intimate washes record 18% value growth while body wash/shower gel increases in value by less than 6% in value during 2012
The average unit price of bath and shower increases by 3% in current terms during 2012
Unilever Andina Perú SA maintains its leadership in bath and shower with a 30% value share in 2012
Bath and shower is set to increase in constant value at a CAGR of 4% over the forecast period
TRENDS
Peru’s affluent and middle-income consumers are becoming more demanding when it comes to bath and shower products. While in the past, these consumers were generally more than satisfied with the use of bar soap to take care of various different hygiene needs, they are gradually opting to purchase different type of bath and shower products to meet their personal hygiene requirements. For instance, although many consumers continue to rely on bar soap for showering, some Peruvians are now opting for body wash/shower gel, attracted by the practicality of these products and the wider range of aromas on offer in the category. In addition, maintaining clean hands and intimate areas is very important to the majority of Peruvian women and strong advertising in categories such as liquid soap and intimate washes is boosting demand in these categories as the products within these categories are widely perceived as offering superior care for these areas of the body. The development of these incipient bath and shower categories is opening up new opportunities for many players in bath and shower in Peru.
Body wash/shower gel was the bath and shower category to record the highest value growth during 2012, rising in value by 18%. Although the products in body wash/shower gel carry reasonably high unit prices, many Peruvian consumers are
Category Briefing | 01 Aug 2013
HEADLINES
Bath and shower increases in value by 7% in 2012, rising to n/s448 million
Aggressive advertising and rising disposable income levels drive sales of intimate washes
Intimate washes record 18% value growth while body wash/shower gel increases in value by less than 6% in value during 2012
The average unit price of bath and shower increases by 3% in current terms during 2012
Unilever Andina Perú SA maintains its leadership in bath and shower with a 30% value share in 2012
Bath and shower is set to increase in constant value at a CAGR of 4% over the forecast period
TRENDS
Peru’s affluent and middle-income consumers are becoming more demanding when it comes to bath and shower products. While in the past, these consumers were generally more than satisfied with the use of bar soap to take care of various different hygiene needs, they are gradually opting to purchase different type of bath and shower products to meet their personal hygiene requirements. For instance, although many consumers continue to rely on bar soap for showering, some Peruvians are now opting for body wash/shower gel, attracted by the practicality of these products and the wider range of aromas on offer in the category. In addition, maintaining clean hands and intimate areas is very important to the majority of Peruvian women and strong advertising in categories such as liquid soap and intimate washes is boosting demand in these categories as the products within these categories are widely perceived as offering superior care for these areas of the body. The development of these incipient bath and shower categories is opening up new opportunities for many players in bath and shower in Peru.
Body wash/shower gel was the bath and shower category to record the highest value growth during 2012, rising in value by 18%. Although the products in body wash/shower gel carry reasonably high unit prices, many Peruvian consumers are