Boston, MA -- (ReleaseWire) -- 06/13/2014 -- Rising disposable incomes in Peru helped middle and low-middle income consumers to gain access to new categories or increase the frequency of their purchases. Typically, categories such as napkins and kitchen towels were not perceived as necessities by middle and lower income segments. However, busier lifestyles, coupled with rising disposable income levels, encouraged them to seek products such as these, which offered convenience and practicality. In response, manufacturers increased their portfolio of added-value products, such as double-ply and triple-ply toilet paper and highly absorbent kitchen towels.
Productos Tissue del Peru SA and Kimberly-Clark del Peru SRL remained the leading players in 2013, in accounting for respective retail value sales shares of 54% and 34%. Both companies offered a wide range of products, with differences in terms of ply count, number of sheets and added-value features. They targeted upper and middle income consumers with their Elite, Scott and Kleenex brands. In addition, both companies had excellent distribution networks, which guaranteed their presence in both modern and traditional grocery retailers. Furthermore, their good product quality and periodical launches helped their brands in securing top-of-mind positioning.
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Retail tissue will post a CAGR of 6% over the forecast period, in terms of value sales at constant 2013 prices. This represents a slowdown from the CAGR of 8% recorded over the review period. The largest category, namely toilet paper, had achieved a high level of penetration by the end of the review period. As a result, it is expected that retail value sales will see less dynamic growth over the forecast period. Growth over the forecast period be partially driven by more middle and low-middle income consumers trading up to added-value brands within toilet paper. In turn, leading manufacturers will focus on launching more sophisticated products within toilet paper and provide further support to smaller categories, where there is plenty of space to further expand the consumer base.
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The Retail Tissue in Peru market research report includes:
- Analysis of key supply-side and demand trends
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