Just Published: "Wipes in Peru"

Personal wipes constitutes the only type of products available in Peru. In 2014, baby wipes accounted for 95% of overall value sales. The product is mostly in demand from high- and middle-income consumers in search of convenient products for cleaning their babies. The majority of players with leading brands in nappies/diapers also participate in baby wipes, where they also managed to capture a significant value share. Furthermore, players invested in carrying different packaging sizes and formats catering to different consumer needs. In addition, modern grocery channels are active in bulk discounts. In 2014, personal wipes achieved a remarkable 10% growth in current value terms, thanks to the strong performance of baby wipes. Nevertheless, growth was significantly slower than that registered the previous year, as consumers were more cautious with their expenditure for non-essential items, such as personal wipes.

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Competitive Landscape

Multinational companies that offer baby wipes and are key players within nappies/diapers or baby care products, dominate. Kimberly-Clark del Perú SA with its international Huggies brand, followed by Johnson & Johnson del Perú SA with Johnson’s Baby, led 2014 sales with a 35% and 20% value share, respectively. These companies carry high-profile brands and are perceived as providing high quality products. In addition, they engage in frequent product innovation, rely on an excellent distribution network and are able to carry periodical promotional activities for their brands.

Industry Prospects

Wipes will register a 7% CAGR at constant 2014 prices over the forecast period, considerably lower than the corresponding growth registered in the review period, where baby wipes experienced double-digit rates of growth (17% CAGR at constant 2014 prices). In the forecast period, baby wipes will still account for the largest portion of value sales in wipes, but growth will be slower, albeit still the most dynamic among wipes. Despite this, higher purchasing power as well as busier lifestyles will boost sales, as more people will turn to wipes in search of convenience and practicality.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Wipes industry in Peru with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Wipes industry in Peru, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wipes in Peru market research report includes:

* Analysis of key supply-side and demand trends  

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