This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits. 

It was a mixed picture for tobacco in Peru in 2024. Peru’s most popular tobacco product, cigarettes, saw volume sales fall slightly, while current value sales for e-vapour products soared by a fifth.

Cigarettes registered a further small decline in volume sales in Peru in 2024. This was due to continuing falling smoking rates, but also due to the huge illicit trade in cigarettes, which accounted for nearly two-thirds of volume sales. The lack of border controls with Bolivia and Ecuador, as well as the increase in illicit entry points by sea, supported the booming illicit trade. While legal cigarettes is dominated by British American Tobacco brands, the illicit market offers a much wider sele

Value sales of e-vapour products increased by a fifth in Peru in 2024, supported by the increasing penetration of closed system single use e-vapour products across multiple retail channels, including grocery retailers. Younger consumers of under 30-years-of age, with many never having smoked, perceive e-vapour products as novel and fashionable and this drove growth. In particular single use is popular, as they are affordable, while open vaping systems charging and vapourising devices had a much

Cigarillos performed well in 2024 in Peru, with volume sales increasing by nearly a quarter, whereas volume growth for cigars was much more moderate. Cigarillos enjoyed robust volume and current value growth, driven largely by price-fighter brand Café Crème, which continued to lead the cigarillos segment. Café Crème’s appeal is due to is novel appeal, satisfying flavour and favourable prices compared to costlier varieties, as well as compared to more expensive cigars.

Consumer Lifestyles provides valuable insights into the key attitudes and current perspectives of consumers, and how these influence their purchasing and consumption behaviours. It quantifies consumer behaviours, preferences and motivations, aligning them with broader trends.

Value sales of other pet food are set to increase in 2025. Although this represents the lowest growth across pet care categories, it marks a recovery compared to the previous year, reversing the decline observed over the review period. The key driver of this improvement is the gradual resurgence in the population of exotic pets —particularly reptiles and fish — which had contracted previously. Growth in this area remains limited overall, as these animals are relatively uncommon in Peruvian house

In 2025, pet care in Peru continues to grow steadily, supported by a more stable economic environment following recent years of uncertainty. While the pace of growth may not yet match earlier peaks, the overall outlook is increasingly positive as consumer confidence gradually returns. Households are once again showing a greater willingness to invest in quality care for their pets, particularly as pets are seen more and more as cherished family members.

Retail value sales of dog food are projected to grow in 2025. This category remains the largest within the Peruvian pet care industry, reflecting both the larger dog population and the historical development of dog food as a staple product. Dog food enjoys the broadest household penetration due to its longevity in the market. While growth in 2024 surpassed the previous year, it has not yet returned to the double-digit expansion observed in 2021 and 2022. Relative to other categories, dog food gr

Value sales of cat food are set to increase in 2025. While this growth is slightly lower than in the previous year, it remains higher than the rate observed for dog food and only slightly behind the robust expansion seen in pet products. The strong performance of cat food reflects rising demand across the category, particularly as the population of pet cats continues to grow rapidly in Peruvian households. Cat owners tend to be more willing to purchase specialised and premium-quality food, recog

Value sales of pet products are set to increase in 2025, making it the fastest-growing category in the industry. Growth has marginally exceeded the previous year's performance, driven by increased demand across both pet healthcare and cat litter. The rise in the pet cat population has led to higher demand for cat litter, particularly as more consumers adopt premium products in this category. Meanwhile, pet healthcare has benefited from heightened awareness of flea and parasite control, spurred b

In 2024, value sales in the men’s grooming category in Peru rose significantly, outpacing the average growth seen across the wider beauty and personal care industry. This notable increase can be attributed to a growing interest among men in personal care products specifically formulated for their needs, which are becoming more widely available across retail channels.

In 2024, value sales in oral care showed an increase, though this growth was lower than the average in beauty and personal care. Despite being slightly higher than the previous year, this moderate increase can be attributed to the maturity of the category. Oral care is a basic and essential aspect of hygiene, with high penetration in homes and a long-standing promotion by families and schools as part of regular oral health practices. Dentists also play a key role in encouraging the use of variou

In 2024, value sales of beauty and personal care products in Peru increased. Although growth was significant, it did not meet expectations and was lower than the value increase recorded during 2023. The key driver behind growth in 2024 was the strong momentum generated by leading market players, who implemented intensive sales and marketing strategies aimed at boosting consumer purchases. For example, companies remained highly proactive in their communication with consumers, whether through trad

In 2024, value sales of colour cosmetics in Peru increased, making it one of the best-performing categories within the beauty and personal care sector. However, this growth was lower than that recorded in the previous year and fell short of the expectations held by the main market players. The underperformance was primarily attributed to the economic recession that affected the country during the first half of the year, which led to a general decline in consumer spending. Conditions gradually im

In 2024, value sales of sun care products in Peru rose, recording the strongest growth across beauty and personal care. This notable performance was largely driven by a growing awareness among consumers about the importance of protecting their skin from the harmful effects of the sun. Individuals are better informed about the different types of sun care products available and their associated benefits, leading to more consistent use as part of their daily skin care routines.

In 2024, value sales of deodorants saw an increase; however, this growth was among the lowest in the beauty and personal care industry. The primary reason for this was the recession that affected the Peruvian economy in the first half of the year, leading to restrictions on the consumption of all types of products. However, the economy began to recover in the second half of 2024, resulting in positive sales growth, although it fell short of expectations. Additionally, weather conditions impacted

In 2024, value sales of depilatories increased, however, growth was lower than in 2023. This modest growth can be attributed to the colder-than-usual weather, which led people to spend less time at the beach or pool. As a result, consumers wore warmer clothing and required fewer hair removal products. Additionally, the economic situation in Peru impacted sales growth, as the country faced a recession in the first half of the year. This recession caused many consumers to limit their spending to m

Value sales of bath and shower products in Hungary increased in 2024. While this growth is an improvement compared to last year, it fell short of the expectations of key market players, with bath and shower being one of the categories with the lowest growth within beauty and personal care. This was largely due to the poor performance of the Peruvian economy during 2024, which experienced a recession in the first half of the year before gradually recovering in the second half. As a result, many c

In 2024, value sales of fragrances increased in Peru, with growth surpassing the overall average for the beauty and personal care industry. Within the category, there was a marked disparity in the performance of premium versus mass fragrances, as premium fragrances recorded strong, double-digit value growth. The significant rise in premium fragrance sales was largely attributed to their appeal among higher-income consumers, who continue to show a strong preference for luxury and exclusive scents

In 2024, value sales of hair care in Peru saw a notable increase, outperforming the overall beauty and personal care sector and exceeding the growth recorded in the previous year. This upward trajectory played a key role in restoring sales to pre-pandemic levels. The strong performance is attributed to various market players, who implemented highly active sales and marketing strategies. These efforts ensured strong product distribution across the market and a growing presence of complementary it

In 2024, value sales of baby and child-specific products increased in Peru. This growth aligned with the average for the beauty and personal care industry, although it was higher than the previous year's figures. However, the growth was lower than expected due to the recession that Peru faced from mid-2023 to mid-2024. Fortunately, the economy experienced a significant recovery in the second half of the year, which helped to offset the poor performance observed in the earlier months. Sales were

In 2024, value sales of skin care increased, slightly surpassing the average growth across the beauty and personal care industry. This performance was largely driven by rising consumer interest in enhanced skin care routines for both the body and face, which fuelled greater demand for a range of products. Additionally, the dynamism of key market players, who have continued to innovate in terms of formulations, offering enhanced benefits and functionality for different skin types, contributed to

Value sales of premium beauty and personal care products increased in Peru in 2024. Although growth was more modest than expected and lower compared to the previous year, it still significantly outpaced the growth seen in mass beauty and personal care. The premium segment remains relatively small within the overall category, as it targets a high-income consumer base, a much smaller demographic than that served by mass-market products. For this audience, price is not the primary consideration; ra