"Incontinence in Peru" Published

Traditionally, incontinence was a condition Peruvians felt ashamed of, therefore there was little information, restricted advertising and no product innovation. Moreover, consumers who needed these products avoided purchasing them directly. However, the situation has drastically changed in the past 10 years, with leading players opting to run frequent educational campaigns that contributed to change Peruvian perceptions and assume incontinence as just one of the common conditions that usually affect elderly people. Therefore, the category is developing, and gradually engaging in further market segmentation, by gender and specific needs. In addition, leading players run periodical advertising campaigns where people who suffer from incontinence are shown leading their usual lifestyles. Nevertheless, the slowdown of the Peruvian economy determined that few new consumers gained access to these products, moreover some consumers traded down to more affordable brands or purchased this type of product less frequently. As a consequence, the category posted a 5% growth in current value terms in 2014, below the performance of the previous year (10%).

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Competitive Landscape

Multinational Kimberly-Clark del Perú SA is the leading player, followed by multinational Química Suiza SA, with a 43% and 27% value share, respectively, in 2014. Both companies carry two popular brands, Plenitud and Tena, respectively. In addition, these companies offer a good range of products suitable for men and women, address their different needs and focus on periodical product innovation, all of which contributes to maintaining brand loyalty.

Industry Prospects

Incontinence products will post a 6% CAGR at constant 2014 prices over the forecast period, slightly above the performance observed in the review period. The higher purchasing power of Peruvian consumers, periodical educational campaigns about incontinence products as well as the sustained increase of the elderly population will contribute to fuel sales.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Incontinence 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 Incontinence industry in Peru, our research will save you time and money while empowering you to make informed, profitable decisions.

The?Incontinence in?Peru market research report includes:

* Analysis of key supply-side and demand trends
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth

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