Peru: ‘Door-to-Door’ consumption shrinks in 2017

Traditionally, personal care products have been a key driver of the Door-to Door channel in Latam.

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 [1], 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”.