Chained parapharmacies/drugstores remain the most successful format in the health and beauty specialist retailers environment, accounting for 62% of overall value sales in the category in 2014. This scenario can be explained by several factors. Firstly, parapharmacies frequently invest in opening outlets within districts in Lima and cities in provinces where untapped demand exists. Secondly, tight competition among chained parapharmacies determines that leading players offer periodical discounts, promotions for specific groups such as elderly consumers, and free medical consultations on specific days. In addition, some consumers are increasingly opting to purchase personal care products through these outlets, as they usually carry lower unit prices than those offered within modern grocery retailers.