Peru: ‘Door-to-Door’ consumption shrinks in 2017
The Peruvian FMCG market faced a lot of contrasts in 2017. While some traditional trade formats, such as “bodegas” and “mercados” evolved above modern trade performance, Door-to-Door household purchases fell 10.5% in value , losing 1 percentage point of market share versus other retail channels.
Traditionally, personal care products have been a key driver of the Door-to-Door channel. This is still the case, as 87% of the value gained through this channel is in personal care. However, three of its main product categories -fragrances, make-up and skin creams- saw steep declines in late 2017, which strongly affected the overall Door-to-Door channel performance.
It is not only bad news for the Door-to Door channel though. Gonzalo García Guzmán, account manager for Kantar Worldpanel, points out that performance varies greatly by brand type. While premium brand sales (-18.6%) and value brand sales (-3.4%) fell during this same period, mainstream brands saw slight increases due to “an increase in purchasing frequency for this type of brand”.
 12 months ending November 2017.
Traditionally, personal care products have been a key driver of the Door-to Door channel in Latam.
Get in touch
Gonzalo García Guzmán
- Send a messageGonzalo García Guzmán