Consumer Types in Peru

CONSUMER TYPES IN PERU
October 2021
Introduction to Consumer Types
Shopping Habits of Consumer Types in Peru
Demographic Breakdown
Research Overview
INTRODUCTION TO CONSUMER TYPES
Scope
▪ This report is part of an ongoing series that covers the key characteristics and Disclaimer
lifestyle habits of Consumer Types, therefore there may be some similarities from Much of the information in this briefing
is of a statistical nature and, while
previous years. every attempt has been made to
ensure accuracy and reliability,
▪ Consumer Types can be a powerful tool to help companies better understand and Euromonitor International cannot be
appeal to their target markets. By going beyond typical demographic-based held responsible for omissions or
errors.
segmentation, such as age or gender, and grouping consumers based on shared Figures in tables and analyses are
traits and preferences, companies can better develop products and marketing calculated from unrounded data and
may not sum. Analyses found in the
campaigns that resonate with key customers. This report includes in-depth briefings may not totally reflect the
profiles of the six Consumer Types in Peru . companies’ opinions, reader discretion
is advised.
While many companies often

identify market segments using
demographics alone, few would
agree that consumers are neatly
defined by age, gender or income. To
overcome this, Euromonitor’s Survey
team has looked beyond standard
demographics to create distinct,
personality-driven consumer types at
global and country levels
© Euromonitor International
Lifestyles: Consumer Types in Peru PASSPORT 3
Lifestyles country reports series
▪ This report is part of a 4-part series covering 40 markets. All reports can be found via Passport Lifestyles and
provide country-level consumer insights using our Voice of the Consumer: Lifestyles Survey data.
Consumer Lifestyles Megatrends
Draws together the insights identified by the Voice Combines insights using survey and how they
of the Consumer: Lifestyles Survey and provides connect with our eight megatrends. Case studies
analysis on the key trends. demonstrate how companies are responding to
changing attitudes and expectations in relation to
each megatrend.
Consumer Types Consumer Values and Behaviour
Understanding consumers beyond their Reviews shifting consumer traits and values that
demographic profile and providing a different influence purchasing and consumption behaviours.
perspective on country-specific consumer insights, Explores everyday consumer habits and
particularly shopping habits and the path to behaviours, linking behavioural trends with
purchase. purchase and consumption habits.
Why segment consumers by type?
▪ Our Voice of the Consumer: Lifestyles Survey, fielded questions

in January and February 2021. In the 2021 iteration, the survey
continued to focus on changing consumer behaviours and
included new questions focusing on changing home and work
life, sustainability as well as health and safety concerns.
Euromonitor International’s Voice of the Consumer: Lifestyles
Survey coverage includes 40 developed and emerging countries
with country-level Consumer Types grouped into 10 global-level
types.
▪ Many of the 2021 key habit and lifestyle preferences of the 10
Consumer Types are consistent with the 2020 report. However,
the 2020 Digital Enthusiast is no longer tracked in this series.
Key Questions Consumer Types Analysis Answers:
▪ Which consumer needs are driving your innovation pipeline?

▪ How are consumers habits and preferences changing?
▪ How can you tailor your services and products to what your key consumers value?
▪ Who are your key consumers in a specific market?
▪ What is the best way to target specific Consumer Types?
▪ Where will your sales and marketing investments make the most impact?
Breakdown of Consumer Types in Peru
Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021
Research Overview
SHOPPING HABITS OF CONSUMER TYPES IN PERU
Who is the Self-care Aficionado?
22% of
Peruvian
consumers are
Self-care
Aficionados
Self-care Aficionado: values and influences
Self-care Aficionado: in-store and online shopping motivations
Best ways to target the Self-care Aficionado
▪ Self-Care Aficionados place much importance and

focus on themselves. This includes prioritising their
health and wellbeing by participating in regular
physical exercise and consuming vitamins and
supplements alongside a balanced diet. Their inward
focus is not solely physical. They are highly likely to
prioritise time for themselves and close friends and
family, as well as seeking spirituality in their daily
Best Ways to Target
life choices.
▪ Most Self-Care Aficionados are content with their
▪Promotion of products that facilitate time spent
lives and are not very concerned about their personal
with immediate family and close friends
image, simplifying their lives or about using
technology. Though they look for convenience and ▪Prioritising products that enhance personal
enjoy using technology from time to time, these are wellbeing including physical exercise, mental
not driving forces in how they live. They are also health and self-care
unlikely to be influenced by global issues, such as ▪Marketing products and services in
sustainability, instead focusing their time and energy collaboration with travel and cultural
on themselves. experiences
▪ Though this consumer type is unlikely to spend
much on materialistic possessions, they highly
prioritise spending on international travel and
cultural experiences.
Who is the Cautious Planner?
21% of
Peruvian
consumers are
Cautious
Planners
Cautious Planner: values and influences
Cautious Planner: in-store and online shopping motivations
Best ways to target the Cautious Planner
▪ Cautious Planners have often decided what they are

going to buy before making a purchase and are
unlikely to deviate from their shopping lists to make
impulse purchases on non-essential items. They are
highly likely to conduct in-depth research online and
in-store before making purchases to ensure that they
are fully aware of both features and value for money Best Ways to Target
offers - often taking the time to closely look at labels
and additional reviews before making their
purchasing decision. ▪ Easy to understand and clear labelling of price and
features to facilitate purchase decision making
▪ Cautious Planners are unlikely to be swayed by the
during the research phase of the path to purchase
latest trends or feel the need to keep up with new
product developments. Though they place ▪ Competitively-priced products
importance on quality and well-trusted brands, ▪ Clearly outlined independent reviews and
saving money is extremely important to these testimonials
consumers and they are willing to deviate from their ▪ Rewards or loyalty programmes and discounts on
usual purchases if an alternative product is better regularly purchased brands and products
value for money.
▪ Convenient services to facilitate quick purchases
▪ Cautious Planners not only plan their purchases in alongside a memorable and unique shopping
advance but are highly likely to be future-focused. experience
They often seek ways to save money for better
financial futures.
Who is the Inspired Adventurer?
19% of
Peruvian
consumers are
Inspired
Adventurers
Inspired Adventurer: values and influences
Inspired Adventurer: in-store and online shopping motivations
Best ways to target the Inspired Adventurer
▪ Inspired Adventurers are cautious in how they spend their money, often
looking for quality products, such as well-known and premium brands,
alongside value for money. This consumer is unlikely to place importance on
their personal image or status.
▪ Instead, their shopping decisions are usually influenced by price, therefore
likely to sway between brands and products depending on the value for
money. Inspired Adventurers are willing to try new products and services Best Ways to Target
especially if they are competitively priced and contain the same features as
their usual purchases.
▪ Promotion of products that
▪ These consumers are incredibly future focused, often saving money and enhance personal health, well
planning ahead. They are continually inspired to better themselves, whether being and self care
this is through their career, personal health, global issues or relationships
▪ Clear promotion of low cost,
with immediate family and friends. They place importance on both physical
discounts and value for money
and mental wellbeing, frequently participating in exercise and taking
preventative measures to ageing, such as regularly consuming vitamins and ▪ Convenient services to
supplements. These larger life goals are extremely important to them and facilitate quick purchases
are highly likely to influence their overall actions and behaviours. ▪ Prioritising products and
▪ Inspired Adventurers place importance on experiences, yet are unlikely to services which allow them to
invest much money in these. They are also unlikely to enjoy shopping, better themselves including
usually conducting their research online prior to making purchases. career, personal health, global
Consumers with these traits also often seek quick transactions and issues and personal
convenient shopping services. relationships
Who is the Empowered Activist?
19% of
Peruvian
consumers are
Empowered
Activists
Empowered Activist: values and influences
Empowered Activist: in-store and online shopping motivations
Best ways to target the Empowered Activist
▪ Empowered Activists value their personal wellbeing as well as

global issues, often seeking products with green and
sustainability features or claims. Often investing time to
research products that align with their values. Products and
services should be clearly labelled and competitively priced to
grab their attention.
▪ Though these consumers are driven by value for money and
low prices, they also retain a high brand and product loyalty. In Best Ways to Target
addition, they usually stick to purchases that are tried-and-
tested and are often willing to pay more for products that they
know will work. ▪ Easy to understand and clear labelling with
emphasis on green, sustainability and eco-
▪ Consumers with this profile are invested in experiences and are
conscious features
likely to spend their time and money on activities that promote
their own happiness. This might be through holidays and ▪ Competitively-priced products
cultural experiences as well as helping those in need through ▪ Rewards or loyalty programmes and
volunteering work, charity support and joining protests. They discounts on regularly purchased brands
are vocal in their values on global issues and often expect the and products
companies and brands they purchase from to share these ▪ Aligning company and brand engagement
values. to global issues through clear sustainability
▪ Empowered Activists have always prioritised global issues such and welfare strategies and charitable
as politics, human rights and environmental concerns. However, platforms
their priorities have slightly shifted to more local issues and
personal wellbeing since COVID-19.
Who is the Undaunted Striver?
12% of
Peruvian
consumers are
Undaunted
Strivers
Undaunted Striver: values and influences
Undaunted Striver: in-store and online shopping motivations
Best ways to target the Undaunted Striver
▪ Undaunted Strivers enjoy their lives and do not worry too much about
planning for the future. Instead, they are highly likely to prefer
spending money rather than saving it and regularly make impulsive
purchases. They invest and prioritise their status and image - placing a
great deal of importance on what others think as well as staying up to
date with the latest trends and styles.
▪ Compared to the other consumer types, Undaunted Strivers are more Best Ways to Target
care-free in their spending habits. These consumers enjoy trying new
products and experimenting with different brands, as well as actively
▪ Tailored and personalised shopping
seeking premium and well-known items, even if they need to pay
experiences coupled with high brand
more.
engagement
▪ The image-conscious nature and continuous interest in changing
▪ Clear promotion of the latest trends,
trends can facilitate companies in influencing this consumer type.
especially through social media
Though they are highly likely to be influenced across all marketing
platforms or celebrity endorsements
channels, they have a growing interest in digital, social media and
celebrity endorsements. These platforms often showcase a lifestyle ▪ Availability of online and offline
that Undaunted Strivers are looking to replicate. They are also likely to shopping platforms, creating a
take into account personal tastes and preferences, such as whom they seamless omnichannel shopping
follow on social media, making it more likely that campaigns will experience
resonate. ▪ Easy to understand and clear
▪ This consumer type is also highly likely to prioritise both experiences labelling with emphasis on green,
and materialistic possessions - often seeking tailored cultural and sustainability and eco-conscious
consumer-centric experiences. features
Who is the Secure Traditionalist?
7% of Peruvian
consumers are
Secure
Traditionalists
Secure Traditionalist: values and influences
Secure Traditionalist: in-store and online shopping motivations
Best ways to target the Secure Traditionalist
▪ Secure Traditionalists are very set in their ways. They are unlikely
to place importance on their image and rarely follow the latest
trends. This consumer type can be difficult to influence since they
rarely make impulse buys or try new products and usually stick to
purchasing their essential items.
▪ They are frugal in their shopping habits, frequently focusing on low
prices and placing high importance on saving money. Discounts Best Ways to Target
and sale offers can sometimes influence their purchasing habits,
causing them to choose the cheapest alternative.
▪ Provide in-store and offline services to
▪ Secure Traditionalists do not enjoy the shopping experience, so the alleviate any anxieties when using
more convenient and efficient retailers and brands make the technology
purchasing process the more likely consumers in this category are
▪ Clearly mark promotional items, low
to make repeat purchases. Though they have become more
prices and discounts - especially on
comfortable in using technology in recent years, Secure
usual and essential purchases
Traditionalists still value in-store shopping services and are more
likely to do their research and make purchases in-store rather than ▪ Create a convenient and easy shopping
online. experience to minimise time spent
shopping
▪ In previous years, Secure Traditionalists have steadily been
increasing their use of technology and internet platforms, however,
COVID-19 has accelerated the use of technology. This opens a new
opportunity and channel for businesses to target this consumer
type.
Research Overview
DEMOGRAPHIC BREAKDOWN
Age and gender
City size and parental status
Education
Employment (1)
Employment (2)
Income
Research Overview
RESEARCH OVERVIEW
Voice of the Consumer: Lifestyles Survey
Focus and Design

Africa: Morocco, Nigeria, South Africa
▪ The Voice of the Consumer: Lifestyles Survey covers a variety
of topics within consumer life, including Eating and Drinking, Asia: China, Hong Kong, China, India,
Healthy and Ethical Living, House and Home, Leisure and Indonesia, Japan, Malaysia,
Recreation, Path to Purchase, Personal Traits and Values, Philippines, Singapore, South Korea,
Shopping, Spending and Saving, as well as Technology. Taiwan, Thailand, Vietnam
▪ Survey, design, execution and analysis were developed
collaboratively across teams within Euromonitor Australasia: Australia, New Zealand
Geographic Coverage
International, in conjunction with external sample partners.
Eastern Europe: Poland, Russia
Fielding
▪ A diverse set of online panellists in 40 countries were invited Middle East: Egypt, Saudi Arabia,
to participate between January and February 2021. United Arab Emirates
▪ Panellists were pre-screened to ensure that the sample
matched each country’s population according to nested quotas Latin America: Argentina, Brazil,
for age (from 15 to 74 years) and gender. Chile, Colombia, Mexico, Peru
Data Cleaning
North America: Canada, US
▪ Only unique, complete responses to the Voice of the
Consumer: Lifestyles Survey questionnaire were used in Western Europe: Belgium, Denmark,
analysis. Data cleaning includes removing duplicate IP France, Germany, Italy, Netherlands,
addresses, illogical responses and responses with fast Spain, Sweden, Turkey, UK
completion times.
RESEARCH OVERVIEW
Euromonitor International’s Consumer Types series
While many companies identify market segments using demographics alone,

few would agree that consumers are neatly defined by age, gender or income.
To overcome this issue, Euromonitor International goes beyond standard
demographics and has created an ongoing series of distinct, personality and
habit-driven Consumer Types at both global and country levels.
2011 Consumer Types 2013 Consumer Types 2015 Shopper Types
Four global Consumer 45 country-level 24 country-level
Types Consumer Types, Shopper Types,
grouped into seven grouped into five
global-level categories global-level categories
2016 Consumer Types 2017 Consumer Types 2019 Consumer Types

100 country-level 100 country-level 200 country-level
Consumer Types, Consumer Types, Consumer Types,
grouped into eight grouped into eight grouped into 10
global-level categories global-level categories global-level categories
2020 Consumer Types 2021 Consumer Types

200 country-level 204 country-level
Consumer Types, Consumer Types,
grouped into 11 grouped into 10
global-level categories global-level categories
RESEARCH OVERVIEW
How do we create our Consumer Types?
▪ After extensive work with the Voice of the Consumer: Lifestyles Survey dataset, Euromonitor International
identified a subset of questions which encapsulated and differentiated a wide range of consumer attitudes and
behaviours within each of the 40 countries surveyed.
▪ Questions spanned the major themes of the Lifestyles Survey and the behavioural and attitudinal personality
questions formed the core of the Consumer Type clusters. Demographic traits were not used in the analysis; any
prevalence of consumers from a particular demographic within one cluster is due to respondents’ other shared
characteristics.
▪ Questions with a high correlation to one another were then condensed so that only one version was included in
the analysis, to prevent over- and under-statement of results.
▪ Drawing on the key subset of questions, cluster models were fitted to the data in each country. In this way, the
3- to 7- cluster model was ultimately determined to be the best fit.
FOR FURTHER INSIGHT PLEASE CONTACT
Amrutha Shridhar
Senior Research Consultant - Consumer Insights
amrutha.shridhar@euromonitor.com
Experience more...
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intelligence system that offers a complete picture of the commercial To find out more about Euromonitor
environment. Also available from Euromonitor International: International's complete range of
business intelligence on industries,
countries and consumers please visit
Global Briefings www.euromonitor.com or contact
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CONSUMER TYPES IN PERU

While many companies often

Lifestyles country reports series

Consumer Lifestyles Megatrends

Consumer Types Consumer Values and Behaviour

Why segment consumers by type?

▪ Our Voice of the Consumer: Lifestyles Survey, fielded questions

Key Questions Consumer Types Analysis Answers:

▪ Which consumer needs are driving your innovation pipeline?

Breakdown of Consumer Types in Peru

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Who is the Self-care Aficionado?

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Self-care Aficionado: values and influences

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Self-care Aficionado: in-store and online shopping motivations

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Best ways to target the Self-care Aficionado

▪ Self-Care Aficionados place much importance and

Who is the Cautious Planner?

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Cautious Planner: values and influences

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Cautious Planner: in-store and online shopping motivations

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Best ways to target the Cautious Planner

▪ Cautious Planners have often decided what they are

Who is the Inspired Adventurer?

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Inspired Adventurer: values and influences

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Inspired Adventurer: in-store and online shopping motivations

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Best ways to target the Inspired Adventurer

Who is the Empowered Activist?

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Empowered Activist: values and influences

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Empowered Activist: in-store and online shopping motivations

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Best ways to target the Empowered Activist

▪ Empowered Activists value their personal wellbeing as well as

Who is the Undaunted Striver?

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Undaunted Striver: values and influences

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Undaunted Striver: in-store and online shopping motivations

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Best ways to target the Undaunted Striver

Who is the Secure Traditionalist?

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Secure Traditionalist: values and influences

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Secure Traditionalist: in-store and online shopping motivations

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Best ways to target the Secure Traditionalist

Age and gender

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

City size and parental status

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2021