Laundry Care in Peru

Laundry Care in Peru
Euromonitor International
March 2022
LAUNDRY CARE IN PERU Passport i
LIST OF CONTENTS AND TABLES

KEY DATA FINDINGS.................................................................................................................. 1
2021 DEVELOPMENTS ............................................................................................................... 1
Prices continue to rise as pandemic winds down ..................................................................... 1
Alicorp tightens grip on laundry care with multi-positioning ...................................................... 1
‘Unnecessary’ categories see weak demand, despite reopening of Peru ................................. 1
PROSPECTS AND OPPORTUNITIES......................................................................................... 2
Scope for new brands following disruption of shopping habits ................................................. 2
Private labels set to grow as retailers invest in expansion ........................................................ 2
Concentrated products still niche, but scope for growth ........................................................... 2
CATEGORY INDICATORS .......................................................................................................... 2
Table 1 Household Possession of Washing Machines 2016-2021............................ 2
CATEGORY DATA ....................................................................................................................... 3
Table 2 Sales of Laundry Care by Category: Value 2016-2021 ................................ 3
Table 3 Sales of Laundry Care by Category: % Value Growth 2016-2021 ............... 3
Table 4 Sales of Laundry Aids by Category: Value 2016-2021 ................................. 3
Table 5 Sales of Laundry Aids by Category: % Value Growth 2016-2021 ................ 4
Table 6 Sales of Laundry Detergents by Category: Value 2016-2021 ...................... 4
Table 7 Sales of Laundry Detergents by Category: % Value Growth 2016-
2021 ............................................................................................................. 5
Table 8 NBO Company Shares of Laundry Care: % Value 2017-2021 ..................... 5
Table 9 LBN Brand Shares of Laundry Care: % Value 2018-2021 ........................... 6
Table 10 NBO Company Shares of Laundry Aids: % Value 2017-2021...................... 7
Table 11 LBN Brand Shares of Laundry Aids: % Value 2018-2021 ............................ 7
Table 12 NBO Company Shares of Laundry Detergents: % Value 2017-2021 ........... 8
Table 13 LBN Brand Shares of Laundry Detergents: % Value 2018-2021.................. 8
Table 14 Forecast Sales of Laundry Care by Category: Value 2021-2026 ................. 9
Table 15 Forecast Sales of Laundry Care by Category: % Value Growth 2021-
2026 ............................................................................................................. 9
© Euromonitor International
LAUNDRY CARE IN PERU Passport 1
LAUNDRY CARE IN PERU

KEY DATA FINDINGS
▪ Retail value sales rise by 6% in current terms in 2021 to PEN1.9 billion
▪ Fabric softeners is the best performing category in 2021, with retail value sales growing by
9% in current terms to PEN197 million
▪ Alicorp SAA is the leading player in 2021, with a retail value share of 45%
▪ Retail sales are set to rise at a current value CAGR of 3% (2021 constant value CAGR of 1%)
over the forecast period to PEN2.3 billion
2021 DEVELOPMENTS
Prices continue to rise as pandemic winds down

Manufacturing costs of laundry care have increased in 2020 and 2021. This is a result of
rising costs of raw materials as and logistical services, mainly transportation, that are related
directly to the pandemic. Prices have also been impacted by a significant currency devaluation
in 2021 that has driven up prices of imported products, ingredients and packaging. Producers
have been forced to try to pass this on to consumers, and average prices per unit have seen a
sharp uptick. This has been a challenge – the economic impact of the pandemic on household
budgets has been immense, and many consumers are trading down or buying only the most
staple laundry care products. Margins are tighter than ever, and manufacturers are seeking
ways to preserve them where possible.
Alicorp tightens grip on laundry care with multi-positioning

Laundry care in Peru is extremely concentrated. Leading player Alicorp SAA dominates the
category, and is set to generate over three quarters of value sales in the core laundry detergent
sector in 2021. This is based on a broad portfolio of brands including the leading three in Peru,
Bolivar, Marsella and Opal. Crucially, the company has extremely preferential distribution
agreements with the country’s leading retailers and retail wholesalers, and has been
consistently present on shop shelves throughout the pandemic.
Alicorp has historically led the category, but its grip on laundry care was strengthened by the
acquisition of Intradevco Industrial SA in 2019. This has given the company a portfolio that
meets the needs of a wide range of socio economic groups in all geographic regions. Bolivar, for
example, is focused on middle- and high-income households, while Patito (acquired as part of
Intradevco) is sold mainly outside Lima, and in less formal outdoor market, targeting low-income
households. This has been an advantage in 2021, as consumers look to reduce spending where
possible.
‘Unnecessary’ categories see weak demand, despite reopening of Peru

Tightening household budgets have especially impacted sales of products that most Peruvian
households regard as non-essential. Spot and stain removers, for example, saw a large drop in
volume sales in 2020, because consumers working and studying from home had less need for
immaculate school uniforms and office clothes; the restrictions on socialisation also reduced
demand. In 2021, many of these restrictions began to ease, and spot and stain removers have
returned to positive growth. However, 2021 volume sales levels are still set to be well below that
achieved in 2019. Demand not fully recovered partly because Peru’s vaccination program
moved forward very slowly and by September, many schools and universities had not full
reopened, but more importantly because consumer price sensitivity continues to accelerate.
PROSPECTS AND OPPORTUNITIES
Scope for new brands following disruption of shopping habits

Supply side issues caused by the pandemic in 2020 limited the availability of a number of
brands. Alicorp, for example, was unable to supply Bolivar bar detergent for a number of weeks,
leading retailers to stock new brands in order to meet demand; Grupo Cala SAC’s Caricia and
Ña Pancha benefited from this. Consumers reacted well to new brands and many retailers have
decided to maintain stocks of these new products, reducing dependence on a single supplier.
2021 has seen a slight reversal in this trend, as normal patterns of consumption were resumed,
but there has clearly been a disruption in habits that may offer opportunity for new entrants over
the forecast period. Increasingly, price competition will be key, and smaller domestic producers
that can leverage cheaper production costs could gain share, helped by rising consumer
awareness of the alternatives to established brands.
Private labels set to grow as retailers invest in expansion

Private label is set to grow in importance over the forecast period, as chained modern grocery
retailers increase their investment in new outlets in Peru over the forecast period.
Supermercados Peruanos SA, for example, is set to increase the numbers of its Mass
discounter fascia over the forecast period, as well increasing the number of supermarkets,
hypermarkets and cash and carry outlets in its portfolio. This will the penetration of private label
across all categories in home care, but especially in laundry care. The category already has
significant numbers of standard powder detergent, standard liquid detergent, stain removers and
fabric softener in private label formats, and rising consumer price sensitivity as well as
increasingly credible offer will strengthen demand over the forecast period
Concentrated products still niche, but scope for growth

Despite the clear advantages of concentrated laundry care products in terms of environmental
impact, as well as shipping and storage costs, these products have yet to be fully accepted by
Peruvian consumers. There is a widely held perception that these products cannot deliver the
same quality of wash as an unconcentrated product; in addition, traditional products tend to use
far more foaming agents, another visible sign of function that appeals to consumers.
Currently, Ariel is the main brand of concentrated liquid detergent, but in 2021 it has sold
almost the same as in 2016. There is no concentrated powder detergent on the market. There
may be opportunity to grow sales of these products, however. In part, this is because of
emerging green trends among the country’s urban, middle class consumer base. What may be
more useful is that concentrated products in theory should be cheaper to retail thanks to
cheaper shipping and packaging costs; manufacturers that are prepared to pass these savings
on to consumers should see solid volume growth over the forecast period.
CATEGORY INDICATORS
Table 1 Household Possession of Washing Machines 2016-2021
% possession of washing machine

2016 2017 2018 2019 2020 2021
Washing Machine 28.6 30.3 31.7 33.1 34.5 35.9

Source: Euromonitor International from official statistics, trade associations, trade interviews
CATEGORY DATA
Table 2 Sales of Laundry Care by Category: Value 2016-2021
PEN million
2016 2017 2018 2019 2020 2021
Carpet Cleaners 4.1 4.4 4.5 4.7 5.1 5.2

Fabric Softeners 133.8 146.4 155.1 164.8 181.2 197.1
Laundry Aids 121.7 137.9 149.2 157.8 144.2 154.7
Laundry Detergents 1,489.5 1,463.8 1,471.5 1,466.1 1,500.3 1,577.9
Laundry Care 1,749.0 1,752.5 1,780.2 1,793.4 1,830.8 1,934.9
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 3 Sales of Laundry Care by Category: % Value Growth 2016-2021
% current value growth

2020/21 2016-21 CAGR 2016/21 Total
Carpet Cleaners 3.1 5.1 28.0

Fabric Softeners 8.7 8.0 47.2
Laundry Aids 7.3 4.9 27.2
Laundry Detergents 5.2 1.2 5.9
Laundry Care 5.7 2.0 10.6
Table 4 Sales of Laundry Aids by Category: Value 2016-2021
PEN million
2016 2017 2018 2019 2020 2021
- Colour Safe Laundry - - - - - -

Bleach
- Fabric Fresheners - - - - - -
- Spot and Stain Removers 120.9 137.1 148.3 156.9 143.6 154.1
-- In-Wash Spot and 117.5 133.3 144.3 152.8 139.9 150.1
Stain Removers
-- Pre-Wash Spot and 3.4 3.7 4.0 4.1 3.7 4.0
Stain Removers
- Starch/Ironing Aids 0.8 0.8 0.9 0.9 0.5 0.7
- Water Softeners - - - - - -
- Other Laundry Aids - - - - - -
Laundry Aids 121.7 137.9 149.2 157.8 144.2 154.7
Table 5 Sales of Laundry Aids by Category: % Value Growth 2016-2021

2020/21 2016-21 CAGR 2016/21 Total
- Colour Safe Laundry Bleach - - -

- Fabric Fresheners - - -
- Spot and Stain Removers 7.3 5.0 27.5
-- In-Wash Spot and Stain Removers 7.3 5.0 27.7
-- Pre-Wash Spot and Stain Removers 7.6 3.6 19.6
- Starch/Ironing Aids 18.8 -3.5 -16.2
- Water Softeners - - -
- Other Laundry Aids - - -
Table 6 Sales of Laundry Detergents by Category: Value 2016-2021
PEN million
2016 2017 2018 2019 2020 2021
- Automatic Detergents 1,241.5 1,201.1 1,201.1 1,193.7 1,223.6 1,294.3

-- Powder Detergents 1,213.1 1,168.7 1,166.9 1,158.9 1,187.0 1,256.1
--- Standard Powder 1,213.1 1,168.7 1,166.9 1,158.9 1,187.0 1,256.1
Detergents
--- Concentrated Powder - - - - - -
Detergents
-- Detergent Tablets 4.9 4.6 4.5 4.3 4.0 4.4
--- Compact Powder - - - - - -
Tablet Detergents
--- Liquid Tablet 4.9 4.6 4.5 4.3 4.0 4.4
Detergents
-- Liquid Detergents 23.4 27.7 29.7 30.5 32.7 33.8
--- Standard Liquid 9.7 14.1 16.3 17.4 18.9 20.1
Detergents
--- Concentrated Liquid 13.8 13.7 13.4 13.1 13.7 13.7
Detergents
- Standard Detergents 1,222.8 1,182.8 1,183.2 1,176.3 1,205.9 1,276.2
-- Standard Powder 1,213.1 1,168.7 1,166.9 1,158.9 1,187.0 1,256.1
Detergents
-- Standard Liquid 9.7 14.1 16.3 17.4 18.9 20.1
Detergents
- Concentrated Detergents 18.7 18.3 17.9 17.4 17.7 18.1
-- Concentrated Powder - - - - - -
Detergents
-- Concentrated Liquid 13.8 13.7 13.4 13.1 13.7 13.7
Detergents
-- Compact Powder - - - - - -
Tablet Detergents
-- Liquid Tablet 4.9 4.6 4.5 4.3 4.0 4.4
Detergents
- Other Detergents 248.0 262.7 270.4 272.4 276.7 283.6
-- Bar Detergents 187.1 198.1 203.5 204.6 203.8 209.2
-- Hand Wash Detergents - - - - - -
-- Fine Fabric Detergents 60.9 64.6 66.9 67.8 72.9 74.4

Table 7 Sales of Laundry Detergents by Category: % Value Growth 2016-2021

2020/21 2016-21 CAGR 2016/21 Total
- Automatic Detergents 5.8 0.8 4.3

-- Powder Detergents 5.8 0.7 3.5
--- Standard Powder Detergents 5.8 0.7 3.5
--- Concentrated Powder Detergents - - -
-- Detergent Tablets 9.8 -2.4 -11.5
--- Compact Powder Tablet Detergents - - -
--- Liquid Tablet Detergents 9.8 -2.4 -11.5
-- Liquid Detergents 3.5 7.6 44.3
--- Standard Liquid Detergents 6.2 15.8 108.0
--- Concentrated Liquid Detergents -0.1 -0.1 -0.3
- Standard Detergents 5.8 0.9 4.4
-- Standard Powder Detergents 5.8 0.7 3.5
-- Standard Liquid Detergents 6.2 15.8 108.0
- Concentrated Detergents 2.1 -0.7 -3.3
-- Concentrated Powder Detergents - - -
-- Concentrated Liquid Detergents -0.1 -0.1 -0.3
-- Compact Powder Tablet Detergents - - -
-- Liquid Tablet Detergents 9.8 -2.4 -11.5
- Other Detergents 2.5 2.7 14.4
-- Bar Detergents 2.7 2.3 11.8
-- Hand Wash Detergents - - -
-- Fine Fabric Detergents 2.0 4.1 22.2
Laundry Detergents 5.2 1.2 5.9
Table 8 NBO Company Shares of Laundry Care: % Value 2017-2021
% retail value rsp

Company 2017 2018 2019 2020 2021
Alicorp SAA 47.3 45.1 45.3 44.9 44.7

Procter & Gamble Perú SRL 17.7 19.5 18.5 19.2 19.7
Intradevco Industrial SA 14.4 14.1 14.1 14.0 14.0
Colgate-Palmolive Perú SA 3.0 3.2 3.4 3.6 3.8
Clorox Perú SA 2.7 3.0 3.1 2.8 2.9
Grupo Cala SAC 2.2 2.2 2.2 2.4 2.3
Reckitt Benckiser Perú SA 2.3 2.4 2.3 2.0 2.0
Cencosud Retail Peru SA 1.0 1.1 1.9 1.9 2.0
New Power International 0.4 0.4 0.4 0.4 0.4
SAC
Neo Deter del Perú SAC 0.4 0.4 0.4 0.4 0.4
Hipermercados Tottus SA 0.3 0.3 0.3 0.3 0.3
Supermercados Peruanos SA 0.3 0.3 0.3 0.3 0.3
Química Suiza SA 0.2 0.1 0.1 0.1 0.1
Unilever Andina Perú SA - 0.4 0.7 0.4 0.1
E Wong SA 0.9 0.8 - - -
Fausto Piaggio SA - - - - -
Hipermercados Metro SA - - - - -
Others 7.1 6.7 6.9 7.1 7.0
Total 100.0 100.0 100.0 100.0 100.0
Table 9 LBN Brand Shares of Laundry Care: % Value 2018-2021
% retail value rsp

Brand (GBO) Company (NBO) 2018 2019 2020 2021
Bolivar Alicorp SAA 19.6 19.6 19.3 19.2

Marsella Alicorp SAA 13.1 12.9 12.9 12.8
Opal Alicorp SAA 11.7 12.1 12.1 12.1
Sapolio (Alicorp SAA) Intradevco Industrial SA - 7.7 7.6 7.7
Ariel (Procter & Procter & Gamble Perú SRL 7.9 6.7 7.1 7.5
Gamble Co, The)
Ace (Procter & Procter & Gamble Perú SRL 6.7 6.7 6.6 6.5
Gamble Co, The)
Downy (Procter & Procter & Gamble Perú SRL 3.4 3.6 4.0 4.1
Gamble Co, The)
Patito (Alicorp SAA) Intradevco Industrial SA - 4.0 4.0 4.0
Soflan Suavitel Colgate-Palmolive Perú SA 3.2 3.4 3.6 3.8
(Colgate-Palmolive
Co)
Clorox (Clorox Co, Clorox Perú SA 3.0 3.1 2.8 2.9
The)
Amor (Alicorp SAA) Intradevco Industrial SA - 2.1 2.1 2.0
Home Care (Private Cencosud Retail Peru SA - 1.9 1.9 2.0
Label)
Caricia Grupo Cala SAC 1.9 1.9 2.0 1.9
Vanish (Reckitt Reckitt Benckiser Perú SA 2.2 2.0 1.7 1.8
Benckiser Group Plc
(RB))
Magia Blanca Procter & Gamble Perú SRL 1.5 1.5 1.5 1.6
(Procter & Gamble
Co, The)
Ña Pancha Grupo Cala SAC 0.3 0.3 0.4 0.4
La Oca (Productos New Power International 0.4 0.4 0.4 0.4
Codina SA) SAC
Aquamatic Neo Deter del Perú SAC 0.4 0.4 0.4 0.4
Trome Alicorp SAA 0.4 0.4 0.4 0.4
Tottus (Private Hipermercados Tottus SA 0.3 0.3 0.3 0.3
Label)
Boreal (Private Supermercados Peruanos SA 0.3 0.3 0.3 0.3
Label)
Woolite (Reckitt Reckitt Benckiser Perú SA 0.2 0.2 0.3 0.2
Benckiser Group Plc
(RB))
Jumbo Alicorp SAA 0.2 0.2 0.2 0.2
Sapolio Líquido Intradevco Industrial SA - 0.2 0.2 0.2
(Alicorp SAA)
Amor Cuellos y Intradevco Industrial SA - 0.1 0.1 0.1
Puños (Alicorp SAA)
Ninet (Laboratorios Química Suiza SA 0.1 0.1 0.1 0.1
SMA SAC)
Skip (Unilever Group) Unilever Andina Perú SA 0.4 0.7 0.4 0.1
Sapolio Intradevco Industrial SA 7.7 - - -
Patito Intradevco Industrial SA 4.0 - - -
Amor Intradevco Industrial SA 2.0 - - -

Others Others 9.0 7.0 7.2 7.1
Total Total 100.0 100.0 100.0 100.0
Table 10 NBO Company Shares of Laundry Aids: % Value 2017-2021
% retail value rsp

Company 2017 2018 2019 2020 2021
Clorox Perú SA 34.8 35.3 35.1 35.6 35.8

Alicorp SAA 5.5 6.6 11.0 11.1 11.1
SAC
Química Suiza SA 2.1 1.8 1.6 1.6 1.5
E Wong SA 2.0 2.0 - - -
Fausto Piaggio SA - - - - -
Others 9.8 8.6 8.0 8.0 8.1
Total 100.0 100.0 100.0 100.0 100.0
Table 11 LBN Brand Shares of Laundry Aids: % Value 2018-2021
% retail value rsp

Clorox (Clorox Co, Clorox Perú SA 35.3 35.1 35.6 35.8

The)
Vanish (Reckitt Reckitt Benckiser Perú SA 25.7 22.9 22.0 22.1
Benckiser Group Plc
(RB))
Opal Alicorp SAA 4.4 8.7 8.9 8.8
Label)
Label)
Label)
Codina SA) SAC
Amor Cuellos y Intradevco Industrial SA - 1.7 1.7 1.7
Puños (Alicorp SAA)
Ninet (Laboratorios Química Suiza SA 1.8 1.6 1.6 1.5
SMA SAC)
Wong (Private Label) E Wong SA 2.0 - - -

Amor Cuellos y Puños Intradevco Industrial SA 1.7 - - -
Metro (Private Label) Cencosud Retail Peru SA 1.0 - - -
Seko Fausto Piaggio SA - - - -
Metro (Private Label) Hipermercados Metro SA - - - -
Total Total 100.0 100.0 100.0 100.0
Table 12 NBO Company Shares of Laundry Detergents: % Value 2017-2021
% retail value rsp

Company 2017 2018 2019 2020 2021
Alicorp SAA 54.7 52.4 52.6 52.0 52.1

Procter & Gamble Perú SRL 17.3 19.5 18.2 18.6 19.1
Grupo Cala SAC 2.6 2.7 2.7 3.0 2.8
Neo Deter del Perú SAC 0.5 0.5 0.5 0.5 0.5
SAC
Unilever Andina Perú SA - 0.4 0.9 0.5 0.1
E Wong SA 0.8 0.7 - - -
Others 6.6 6.3 6.8 7.0 6.9
Total 100.0 100.0 100.0 100.0 100.0
Table 13 LBN Brand Shares of Laundry Detergents: % Value 2018-2021
% retail value rsp


Marsella Alicorp SAA 15.9 15.8 15.7 15.7
Opal Alicorp SAA 13.7 13.9 13.9 14.0
Ariel (Procter & Procter & Gamble Perú SRL 9.5 8.1 8.7 9.2
Gamble Co, The)
Ace (Procter & Procter & Gamble Perú SRL 8.1 8.2 8.0 8.0
Gamble Co, The)
Patito (Alicorp SAA) Intradevco Industrial SA - 4.9 4.9 4.9
Caricia Grupo Cala SAC 2.3 2.3 2.4 2.3
Label)
Magia Blanca Procter & Gamble Perú SRL 1.8 1.8 1.9 2.0
(Procter & Gamble
Co, The)
Ña Pancha Grupo Cala SAC 0.4 0.4 0.5 0.5
Aquamatic Neo Deter del Perú SAC 0.5 0.5 0.5 0.5
Trome Alicorp SAA 0.5 0.5 0.4 0.4

Codina SA) SAC
Woolite (Reckitt Reckitt Benckiser Perú SA 0.3 0.3 0.3 0.3
Benckiser Group Plc
(RB))
Jumbo Alicorp SAA 0.3 0.3 0.3 0.2
Sapolio Líquido Intradevco Industrial SA - 0.2 0.2 0.2
(Alicorp SAA)
Label)
Label)
Skip (Unilever Group) Unilever Andina Perú SA 0.4 0.9 0.5 0.1
Tide (Procter & Procter & Gamble Perú SRL 0.0 0.0 0.0 0.0
Gamble Co, The)
Patito Intradevco Industrial SA 4.9 - - -
Metro (Private Label) Cencosud Retail Peru SA 1.2 - - -
Wong (Private Label) E Wong SA 0.7 - - -
Sapolio Líquido Intradevco Industrial SA 0.2 - - -
Metro (Private Label) Hipermercados Metro SA - - - -
Caricia (Procter & Procter & Gamble Perú SRL - - - -
Gamble Co, The)
Total Total 100.0 100.0 100.0 100.0
Table 14 Forecast Sales of Laundry Care by Category: Value 2021-2026
PEN million
2021 2022 2023 2024 2025 2026
Carpet Cleaners 5.2 5.3 5.4 5.4 5.5 5.5

Fabric Softeners 197.1 206.3 215.2 224.1 233.0 241.8
Laundry Aids 154.7 164.3 173.4 181.6 189.3 196.6
Laundry Care 1,934.9 1,955.6 1,980.5 2,002.6 2,014.3 2,019.2
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 15 Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026
% constant value growth

2021/2022 2021-26 CAGR 2021/26 Total
Carpet Cleaners 1.8 1.1 5.4

Fabric Softeners 4.7 4.2 22.7
Laundry Detergents 0.1 0.0 -0.2
Laundry Care 1.1 0.9 4.4
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

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Laundry Care in Peru

LIST OF CONTENTS AND TABLES

LAUNDRY CARE IN PERU

Prices continue to rise as pandemic winds down

Alicorp tightens grip on laundry care with multi-positioning

‘Unnecessary’ categories see weak demand, despite reopening of Peru

PROSPECTS AND OPPORTUNITIES

Scope for new brands following disruption of shopping habits

Private labels set to grow as retailers invest in expansion

Concentrated products still niche, but scope for growth

% possession of washing machine

Washing Machine 28.6 30.3 31.7 33.1 34.5 35.9

Carpet Cleaners 4.1 4.4 4.5 4.7 5.1 5.2

Table 3 Sales of Laundry Care by Category: % Value Growth 2016-2021

% current value growth

Carpet Cleaners 3.1 5.1 28.0

Table 4 Sales of Laundry Aids by Category: Value 2016-2021

- Colour Safe Laundry - - - - - -

Table 5 Sales of Laundry Aids by Category: % Value Growth 2016-2021

% current value growth

- Colour Safe Laundry Bleach - - -

Table 6 Sales of Laundry Detergents by Category: Value 2016-2021

- Automatic Detergents 1,241.5 1,201.1 1,201.1 1,193.7 1,223.6 1,294.3

Laundry Detergents 1,489.5 1,463.8 1,471.5 1,466.1 1,500.3 1,577.9

Table 7 Sales of Laundry Detergents by Category: % Value Growth 2016-2021

% current value growth

- Automatic Detergents 5.8 0.8 4.3

Table 8 NBO Company Shares of Laundry Care: % Value 2017-2021

% retail value rsp

Alicorp SAA 47.3 45.1 45.3 44.9 44.7

Table 9 LBN Brand Shares of Laundry Care: % Value 2018-2021

% retail value rsp

Bolivar Alicorp SAA 19.6 19.6 19.3 19.2

Amor Intradevco Industrial SA 2.0 - - -

Table 10 NBO Company Shares of Laundry Aids: % Value 2017-2021

% retail value rsp

Clorox Perú SA 34.8 35.3 35.1 35.6 35.8

Table 11 LBN Brand Shares of Laundry Aids: % Value 2018-2021

% retail value rsp

Clorox (Clorox Co, Clorox Perú SA 35.3 35.1 35.6 35.8

Wong (Private Label) E Wong SA 2.0 - - -

Table 12 NBO Company Shares of Laundry Detergents: % Value 2017-2021

% retail value rsp

Alicorp SAA 54.7 52.4 52.6 52.0 52.1

Table 13 LBN Brand Shares of Laundry Detergents: % Value 2018-2021

% retail value rsp

Bolivar Alicorp SAA 22.0 22.2 21.7 21.7

Trome Alicorp SAA 0.5 0.5 0.4 0.4

Table 14 Forecast Sales of Laundry Care by Category: Value 2021-2026

Carpet Cleaners 5.2 5.3 5.4 5.4 5.5 5.5

Table 15 Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026

% constant value growth

Carpet Cleaners 1.8 1.1 5.4

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