Megatrends in Peru

MEGATRENDS IN PERU
October 2020
Megatrends Overview
Megatrends in Peru
▪ Experience More
▪ Healthy Living
▪ Shifting Market Frontiers
▪ Shopping Reinvented
▪ Ethical Living
▪ Middle Class Retreat
▪ Premiumisation
▪ Connected Consumers
INTRODUCTION TO LIFESTYLES MEGATRENDS
Euromonitor’s lifestyles megatrends and Coronavirus (COVID-19)
▪ The data in the Lifestyles Survey 2020 were collected prior to the large-scale and
unprecedented impact of COVID-19; however, these consumer data remain
relevant in today’s climate, as they show growing trends which are likely to be
even stronger in the wake of COVID-19, including those that are covered in this
report. For example, the increasing interest of consumers in seeking more
convenient online platforms for shopping and connecting with others, growth in
holistic approaches to healthy living, and demanding flexibility and more options
to balance work and home life are trends we have seen in both our 2019 and 2020
Lifestyles Survey data. These trends are still extremely relevant and are expected
to continue to grow at a faster rate due to the impact of COVID-19.
▪ Though we cannot say for certain how COVID-19 will impact consumers and their
lifestyle habits in the future, our Lifestyles Survey data show which trends are most
important to consumers and are likely to continue being part of their lifestyles and
behaviours, thus allowing businesses to understand consumer priorities and
strategically plan their next steps in an unknown landscape.
LIFESTYLES: CONSUMER TYPES LIFESTYLES: MEGATRENDS IN PERU PASSPORT 3

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MEGATRENDS OVERVIEW
Megatrends
▪ Megatrends reports provide insight into the eight megatrends identified as being the most important cross-
industry trends that business should be focused on during the next 10 to 15 years. Megatrend analysis helps
companies understand these important market trends, enabling them to assess future impact and proactively
build relevant forward thinking strategies. This report provides an overview of how these most influential
megatrends are impacting Peru.

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MEGATRENDS OVERVIEW
COVID-19 impact on the drivers shaping consumer behaviour
There are five socioeconomic drivers generating and shaping consumer

megatrends. These long-term shifts explain the ongoing changes we see in
consumer behaviour.
▪ Shifting Economic Power: The COVID-19 pandemic is likely to boost
existing global decoupling trends by deepening divides between global
economic partners, and to allow China to secure its position as
an economic power centre on a par with the US.
▪ Population Change: Lockdowns and economic recessions triggered by
COVID-19 are resulting in short-term disruption in global migration and
urbanisation trends, while ageing remains an unstoppable change.
▪ Environmental Shifts and Pressures: Competition for resources and
increasing awareness of environmental challenges are having a
transformative effect on consumer behaviour – sometimes at a rapid
pace.
▪ Technology: plays a pivotal role in consumer decision-making and the
ability of business to meet the needs of today's consumers. It has created
upheavals in consumer expectations, lowered the barriers of entry and
inspired new business models.
▪ Changing Values: COVID-19 is likely to embed long-lasting fear and
anxiety, resulting in consumers re-evaluating their values, priorities and
behaviour, with some permanent shifts expected.

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MEGATRENDS OVERVIEW
Businesses harness megatrends to renovate, innovate and disrupt
▪ Innovative and disruptive companies that understand the drivers shaping the world and the resulting
megatrends can use this to execute change through renovation, where a company improves on previous ideas
to increase market share, through to innovation, where a company grows an entire category, and ultimately
disruption, creating new markets where there were none before. Case studies in this report highlight examples
of companies’ responses to megatrends.

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Megatrends Overview
Megatrends in Peru
▪ Experience More
▪ Healthy Living
▪ Shifting Market Frontiers
▪ Shopping Reinvented
▪ Ethical Living
▪ Middle Class Retreat
▪ Premiumisation
▪ Connected Consumers
MEGATRENDS IN PERU
Eight focus megatrends: experience more
Definition:
▪ There is a fundamental shift in consumer values towards experiences:
engaging directly with a product/service and in return receiving an
enhanced and unique interaction with the brand. Consumers are seeking
“authentic” experiences that suit individual tastes, preferences and lifestyles.
▪ With Peru still characterised by significant income inequality, consumers
have different expectations when it comes to experiences. Doing things as
a family is, however, important. Our survey showed that 52% of
respondents prioritise time with their children – well above the global
average of 42%.
▪ Affluent urban consumers are increasingly keen to try new experiences.
48% of respondents – including 54% of Millennials – said they prefer to
spend their money on experiences rather than things, and 68% (versus
57% globally) enjoy curated experiences that are tailored to their tastes.
Film and sports are two big passions in Peru: 48% of consumers went to
the cinema and 32% attended a sporting event at least weekly prior to
COVID-19.
▪ During Peru’s lockdown period, which was among the earliest and
strictest in Latin America, there was a notable shift towards online
experiences among connected consumers. As many as 57% of our
respondents – most of whom have smartphones – said they value online
virtual experiences.

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MEGATRENDS IN PERU
Case study: experience more in action – Rappi
▪ Colombia-based Rappi, a “super app” that has been

present in Peru since late 2018, created a new
service in 2020 that gave consumers access to top
restaurants that were either closed to customers or
working at limited capacity during the pandemic.
▪ Rappi promised to create an at-home fine dining
experience by collaborating with restaurants to
ensure a high-quality service throughout the process,
from ordering the meals to packaging and delivery.
▪ Rappi – whose offerings include finance, gaming,
social media, shopping, foodservice, and grocery and
logistical solutions – also launched in-app live events
in June 2020 to cater to those who are socially
distancing.
Key takeaways
▪ Delivery apps are ideally positioned to cater to busy
urban consumers looking for convenience. They have
also gained a new user base during the pandemic, as
79% of consumers seek curated experiences that many businesses were closed.
are tailored to their tastes ▪ Super apps such as Rappi and Glovo will continue to
diversify their offer to adapt to consumers’ needs.

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MEGATRENDS IN PERU
Experience more
Source: Euromonitor International Lifestyles Survey 2020

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MEGATRENDS IN PERU
Experience more by generation

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MEGATRENDS IN PERU
Experience more: leisure activities

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MEGATRENDS IN PERU
Experience more: leisure activities (1)

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Eight focus megatrends: healthy living
Definition:
▪ Healthy lifestyle habits are becoming the normal way of life as concerns
over obesity, food sensitivity and people affected by disease continue to
rise. However, perceptions of healthy living are shifting beyond just
physical health to represent a much more holistic view, where food,
exercise, mental wellbeing and broader lifestyle issues are seen as a whole
entity.
▪ Peru was hit hard by the COVID-19 pandemic, leading to increased
interest in preventative health. As of mid-September 2020, its death toll
was among the highest in the world, at 929 deaths per million
population.
▪ In line with their global counterparts, 60% of our survey respondents
exercised at least once a week prior to the pandemic, and a slightly
higher than average 31% participated in stress-reduction activities.
These included meditation (48%), taking herbal remedies (48%), and
practicing yoga (44%).
▪ Reflecting the shift towards snacking and processed foods, Peru’s
obesity rate rose from 19% in 2015 to 21% in 2020. Nevertheless, 47%
of respondents said they actively monitor what they eat in order to
manage their weight, and 74% (compared with 58% globally) look for
healthy ingredients in food and beverages.

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MEGATRENDS IN PERU
Case study: healthy living in action – Fitbit
▪ Fitbit officially launched its range of health and

fitness smartwatches and trackers in Peru, along
with its Fitbit app, in October 2019.
▪ May 2020 saw the roll out in the country of the
Fitbit Charge 4, which includes built-in GPS and
access to Spotify. The device also features the
Active Zone Minutes system, a new personalised
standard based on the user’s resting heart rate
and age to monitor any type of physical activity.
Key takeaways:
▪ With diabetes, heart disease and obesity on the
rise in Peru, staying healthy is a growing concern
– especially amid the COVID-19 crisis.
▪ Wearable technology is appealing to a growing
number of affluent urban consumers keen to
achieve their health goals. Spotify will resonate
well with young consumers, among whom it is
very popular.
31% of Gen Z use an app to track their health or

fitness at least weekly

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MEGATRENDS IN PERU
Healthy living

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MEGATRENDS IN PERU
Healthy living by age

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MEGATRENDS IN PERU
Healthy living: stress-reduction activities

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MEGATRENDS IN PERU
Healthy living

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MEGATRENDS IN PERU
Eight focus megatrends: shifting market frontiers
Definition:
▪ As some areas of the globe become over-farmed, over-populated or
otherwise reach their maximum potential, others are gaining prominence
for their unexploited potential. Emerging and developing countries will
account for two thirds of global GDP by 2030. As a result, companies are
expanding their horizons and looking for opportunities in Africa, China’s
second-tier cities and even the Arctic and space.
▪ Peru’s economic progress, emerging middle-class consumer base and
growing mall culture make it an attractive market for international
brands looking to expand their horizons. The growth of e-commerce is
also making foreign items more accessible to consumers: 30% of our
survey respondents said they buy products online at least monthly from
international retailers that are not available on the local market.
▪ While 79% of consumers (including 84% of Gen X) believe that
international products are more readily available to them than they
were five years ago, consumers still take pride in local products that
reflect Peruvian values and traditions. This was especially relevant
during the COVID-19 pandemic, when consumers came together to
support local businesses during tough times.

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MEGATRENDS IN PERU
Case study: shifting market frontiers in action – Heineken
▪ In September 2020, Dutch brewer Heineken entered

Peru by acquiring a local beer brand, Tres Cruces,
from AJE Group. At the same time, Heineken signed a
distribution agreement with AJE Group, which will
serve as the company’s local sales and distribution
partner.
▪ Heineken aims to introduce a range of its
international brands to the Peruvian market to
complement its local offerings.
Key takeaways:
▪ Peru is one of Latin America’s the largest beer
markets and offers significant long-term growth
potential – especially in the premium segment, which
is still relatively undeveloped.
▪ Heineken intends to use AJE’s local knowledge and
distribution network to bring more choices to
consumers, both international and local. However, the
Lager consumption in Peru is forecast to rise by 7% company will face formidable competition from the
over 2020-2024 dominant player, AB InBev Backus.

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MEGATRENDS IN PERU
Shifting market frontiers

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MEGATRENDS IN PERU
Shifting market frontiers by age

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MEGATRENDS IN PERU
Shifting market frontiers: international trips

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MEGATRENDS IN PERU
Shifting market frontiers: international trips by age

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MEGATRENDS IN PERU
Eight focus megatrends: shopping reinvented
Definition:
▪ How we buy goods and services is constantly in flux, as economic and
technological realities shift. Consumers are now making purchases across multiple
platforms, and want to engage with merchants anytime and anywhere. The ideal
customer journey weaves a brand into the entire experience, providing value
before, during and after the purchase, converting a transaction into a relationship.
▪ It is still common for consumers in Peru to shop at traditional independent
grocers or open markets, buying fresh or loose products as and when they are
needed. Urban consumers are, however, increasingly shopping for packaged
foods in modern convenience stores and discounters. Indeed, spending in
discounters rocketed by 617% over 2014-2019.
▪ With the country’s growing mall culture, leisure shopping has become a
favourite pastime among affluent urban consumers. 54% (compared with 39%
of their global counterparts) said they like to visit shopping malls, and 39% of
Millennials pick their travel destinations based on the quality of shopping there.
▪ E-commerce developed strongly during the pandemic, whereas previously only
22% of respondents said they buy an item or service online at least weekly.
Social commerce is also burgeoning on the back of growing social media use:
31% of consumers (versus just 23% globally bought items via a social platform.

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MEGATRENDS IN PERU
Case study: shopping reinvented in action – Grupo Patio
▪ In August 2020, shopping mall operator Grupo Patio

launched a new contactless shopping service, Patio
Pick App, to support all Plaza del Sol tenants in the
city of Ica.
▪ Customers can use WhatsApp to place orders from
one or more of the mall’s stores, including
supermarkets. Orders are picked by a team of
personal shoppers. Once the order is completed, the
customer receives a link for making a contactless
payment and is able to collect their items from a
secure bay at the mall.
▪ Grupo Patio has announced that it intends to expand
the service to other provinces.
Key takeaways:
▪ Shopping malls are having to rethink the way they
operate in light of new safety restrictions.
▪ Online ordering with personal shoppers will help
kickstart growth again for mall tenants which were
36% of consumers seek personalised or tailored
forced to close. This may even lead to a long-term
shopping experiences
change towards contactless shopping.

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MEGATRENDS IN PERU
Shopping reinvented: research and compare

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MEGATRENDS IN PERU
Shopping reinvented: purchasing

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MEGATRENDS IN PERU
Shopping reinvented: online engagement

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MEGATRENDS IN PERU
Shopping reinvented: online engagement by age

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MEGATRENDS IN PERU
Eight focus megatrends: ethical living
Definition:
▪ Increasing attention is being paid by both consumers and businesses to ethics
and moral values. This translates into purchasing decisions framed by
concerns about the environment, sustainability, animal welfare, production
and labour practices, as well as the desire to positively impact communities
and people.
▪ Facing problems such as deforestation and pollution from toxic metals,
Peruvians are highly attuned to environmental issues. 77% of the
respondents in our survey said they were worried about climate change –
well above the global figure of 65%; while 71% tried to have a positive
impact on the environment through their everyday actions.
▪ The top concern for consumers is reducing plastics use (77%); however, due
to poor waste management systems, only 55% of consumers recycle items.
Deteriorating air quality in Lima has prompted 38% of consumers –
including 55% of Baby Boomers – to try to reduce their carbon emissions.
31% are interested in actually off-setting their carbon emissions.
▪ Peru’s affluent urban consumers are increasingly turning their attention to
items with an ethical positioning. As many as 36% of our survey
respondents (compared with 28% of their global counterparts) agree that
buying eco- or ethically-conscious products makes them feel good.

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MEGATRENDS IN PERU
Case study: ethical living in action – Agua San Carlos
51% of respondents are in favour of sustainable packaging
▪ In August 2020, Agua San Carlos, a PepsiCo brand ▪ All the components of the BIB, from the plastic bag to
packaged and marketed in the country by CBC Peru, the valve, are 100% recyclable.
announced the launch of a new 20-litre water box
made with recycled cardboard.
Key takeaways:
▪ The “bag-in-box” (BIB) system consists of a
▪ Sophisticated design is no longer the key selling
cardboard box with a dispenser and a plastic bag
point for brands: consumers are looking for products
containing the mineral water under vacuum. As the
with lightweight, sustainable packaging that
bag is emptied it contracts, isolating the contents
generates less waste, has a reduced carbon footprint,
from air and light.
and is kinder to the environment.

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MEGATRENDS IN PERU
Ethical living

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MEGATRENDS IN PERU
Ethical living: positively impacting the environment

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MEGATRENDS IN PERU
Ethical living: political and social activities

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MEGATRENDS IN PERU
Ethical living: packaging

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MEGATRENDS IN PERU
Eight focus megatrends: middle class retreat
Definition:
▪ While the middle classes are booming in Asia, the middle classes in developed
markets are struggling to maintain the economic position they enjoyed for the last
half a century. Middle class households in developed countries have not seen any
significant improvement in their standards of living since the 2008-2009 financial
crisis, as a result of weak or stagnant income growth and continued economic
uncertainty.
▪ Government efforts to tackle high informality and boost income growth through
various social programmes have taken many Peruvians out of poverty and
created a new middle class, which accounted for almost 26% of households in
2019. Nevertheless, Peru is characterised by high income inequality, with 21%
of the population (mainly in rural areas) living below the national poverty line.
▪ Although keen on shopping, Peru’s emerging middle class is fairly price
sensitive and is likely to become more so as the pandemic takes its toll on jobs
and the economy. Prior to the pandemic, 50% of our survey respondents – and
as many as 61% of Baby Boomers – said they like to find bargains.
▪ Only 11% of respondents expected to increase their overall spending in the next
year; however, education will remain a priority among middle class families,
who are increasingly enrolling their children in private education institutions.
Indeed, 37% of consumers intended to increase spending in this area.

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MEGATRENDS IN PERU
Case study: middle class retreat in action – Cuisine & Co
▪ A new line of premium private label products, Cuisine

& Co, has been launched in Peru. The products are
currently available both in Metro’s network of 71
stores and across Wong’s 18 stores.
▪ Cuisine & Co was first introduced by Chile’s Jumbo
supermarket chain in 2013. Jumbo’s owner, Cencosud,
also owns the Wong chain in Peru and brought the
range to the country in June 2020.
▪ The brand encompasses a broad range of products
spanning many categories and is constantly evolving. It
is regularly promoted via the social media pages of
Metro and Wong, where it benefits from endorsement
by the celebrity Anna Carina.
Key takeaways:
▪ Private label products, which offer lower prices than
traditional brands, are responding to the needs of
price-conscious middle class consumers.
▪ Many people have lost their jobs during the pandemic,
25% of consumers sought private label making private label products even more relevant.
products pre-pandemic

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MEGATRENDS IN PERU
Middle class retreat

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MEGATRENDS IN PERU
Middle class retreat by age

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MEGATRENDS IN PERU
Middle class retreat: repurposing frequency

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MEGATRENDS IN PERU
Middle class retreat: purchasing intentions

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MEGATRENDS IN PERU
Eight focus megatrends: premiumisation
Definition:
▪ In the wake of the global financial crisis, with lavish displays of wealth out of
fashion, consumers are spending more on products that can make them better:
healthier, more distinctive, more efficient, thriftier. This is driving demand for
products or services allowing them to demonstrate and achieve this better
version of themselves.
▪ Peru’s growing middle class consumer base – especially the older generations
– are supporting a growing market for premium goods and services. As many
as 68% of our survey respondents said they like to try new products or
services, and 55% want products and services that are uniquely tailored to
them. Furthermore, 51% of Baby Boomers (compared with just 40% of their
global counterparts) would rather buy fewer but higher quality things, and
26% of this cohort have a preference for niche brands that are hard to find or
unique.
▪ As a result, companies are increasingly incorporating more high-tech,
personalised, eco-friendly and other premium features into their products to
provide added value. 50% of Millennials and Gen X consumers are willing to
spend money to save time, driving demand for time-saving appliances and
premium ready-to-eat packaged foods.

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MEGATRENDS IN PERU
Case study: premiumisation in action – Canbo
▪ In March 2020, the premium pet food brand Canbo

(owned by Peru’s Rinti SA) made a team of vets
available via its social media channels to answer
customers’ questions about pet care and nutrition
during the lockdown period. Customers were
encouraged to share responses with their
communities.
▪ Canbo has been holding regular “Canbo Live”
question and answer sessions on Facebook since
March 2019, covering various topics.
▪ Canbo comprises a range of super-premium dog and
cat foods made with high-quality ingredients, which
meet the nutritional needs of the pets at each stage of
their lives.
Key takeaways:
▪ Ownership of pets – especially small dogs – is very
high in Peru.
▪ In line with rising interest, awareness and concern
80% of pet owners consider pets as beloved about the wellbeing of their pets, demand for
members of the family premium dog and cat food has escalated among more
sophisticated and health-conscious pet owners.

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MEGATRENDS IN PERU
Premiumisation

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MEGATRENDS IN PERU
Premiumisation by age

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MEGATRENDS IN PERU
Premiumisation

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MEGATRENDS IN PERU
Eight focus megatrends: connected consumers
Definition:
▪ Consumers are becoming increasingly connected. While connectivity first spread
through developed markets, the growth of affordable mobile technology has
enabled consumers in the developing world to come online as well. This
megatrend is underpinning generational shifts in how people live, work, shop and
play.
▪ While Peru lags behind other countries in terms of broadband internet
connectivity, the percentage of the population covered by a mobile network
increased from 71% in 2015 to 88% in 2020. With the arrival of entry-level
devices, 86% of our survey respondents now own a mobile phone, while 52%
have a tablet and 24% a smartwatch.
▪ Mobile technology is used mostly for communication purposes. Almost all (91%)
of respondents used a messaging app at least weekly prior to the pandemic, and
84% accessed social media via a phone. Cultivating a personal brand to manage
others’ perceptions of themselves is important to 51% of consumers, compared
with 39% globally.
▪ With streaming services such as Netflix and Spotify very popular, 80% of
consumers watched TV/video and 55% streamed music via their phone at least
weekly before COVID-19, compared with global figures of 73% and 44%.

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MEGATRENDS IN PERU
Case study: connected consumers in action – Uber/Cornershop
▪ Following Uber’s acquisition of a majority share in

the Chile-based grocery app Cornershop in October
2019, Peru was the first country to benefit from the
launch of the new integrated service in July 2020.
▪ Cornershop has been present in Peru since 2019,
with partners including Vivanda, Plaza Vea,
Inkafarma, Groomers, Makro, Dolce Capriccio,
Petlover, Más Natural House, Aruma, Rosatel and
Almendariz.
▪ Customers can now place grocery orders via the
“Super” button on their Uber app.
Key takeaways:
▪ Cornershop is Uber’s first foray into grocery
delivery. The initiative is being launched in a number
of cities throughout Latin America to make up for
decline in the ride-hailing business during the
pandemic.
▪ By diversifying into new services, Uber will compete
39% of Gen Z consumers ordered groceries online head-one with a number of other “super apps” in the
pre-pandemic region, including Rappi and Glovo.

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MEGATRENDS IN PERU
Connected consumers

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MEGATRENDS IN PERU
Connected consumers by age

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MEGATRENDS IN PERU
Connected consumers: smart appliances

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MEGATRENDS IN PERU
Connected consumers: data privacy

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MEGATRENDS IN PERU
Connected consumers: data privacy by age

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MEGATRENDS IN PERU
Leverage the power of megatrends to shape your strategy today
The importance of megatrend Don’t miss our other megatrend How Euromonitor Consulting can
analysis reports help
▪ Today’s environment of fast- ▪ Experience More ▪ In addition to education and
paced change makes it more ▪ Shifting Market Frontiers awareness, Euromonitor
challenging than ever to keep up International partners with
▪ Healthy Living
with competitors. Megatrend businesses to quantify the
analysis helps businesses better ▪ Shopping Reinvented current and forecast impact of
anticipate market developments ▪ Middle Class Retreat megatrends, prioritising which
and lead both incremental and ▪ Ethical Living megatrends and
disruptive change for their industry/category level trends to
▪ Premiumisation
industries. Euromonitor innovate against and the next
International’s white paper ▪ Connected Consumers steps for the company. To learn
“Megatrend Analysis: Putting the more about how we can activate
Consumer at the Heart of megatrend analysis at your
Business” provides instructions company, please visit
on how to conduct megatrend http://www.euromonitor.com/c
analysis for your business. onsulting-consultation-request.

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FOR FURTHER INSIGHT PLEASE CONTACT
Gina Westbrook
Director Consumer Trends
gina_westbrook@euromonitor.com
Experience more...
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Megatrends in Peru

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MEGATRENDS IN PERU

Euromonitor’s lifestyles megatrends and Coronavirus (COVID-19)

LIFESTYLES: CONSUMER TYPES LIFESTYLES: MEGATRENDS IN PERU PASSPORT 3

LIFESTYLES: CONSUMER TYPES LIFESTYLES: MEGATRENDS IN PERU PASSPORT 4

COVID-19 impact on the drivers shaping consumer behaviour

There are five socioeconomic drivers generating and shaping consumer

LIFESTYLES: CONSUMER TYPES LIFESTYLES: MEGATRENDS IN PERU PASSPORT 5

Businesses harness megatrends to renovate, innovate and disrupt

LIFESTYLES: CONSUMER TYPES LIFESTYLES: MEGATRENDS IN PERU PASSPORT 6

Eight focus megatrends: experience more

LIFESTYLES: CONSUMER TYPES LIFESTYLES: MEGATRENDS IN PERU PASSPORT 8

Case study: experience more in action – Rappi

▪ Colombia-based Rappi, a “super app” that has been

LIFESTYLES: CONSUMER TYPES LIFESTYLES: MEGATRENDS IN PERU PASSPORT 9

Source: Euromonitor International Lifestyles Survey 2020

LIFESTYLES: CONSUMER TYPES LIFESTYLES: MEGATRENDS IN PERU PASSPORT 10

Experience more by generation

Source: Euromonitor International Lifestyles Survey 2020

LIFESTYLES: CONSUMER TYPES LIFESTYLES: MEGATRENDS IN PERU PASSPORT 11

Experience more: leisure activities

Source: Euromonitor International Lifestyles Survey 2020

LIFESTYLES: CONSUMER TYPES LIFESTYLES: MEGATRENDS IN PERU PASSPORT 12

Experience more: leisure activities (1)

Source: Euromonitor International Lifestyles Survey 2020

LIFESTYLES: CONSUMER TYPES LIFESTYLES: MEGATRENDS IN PERU PASSPORT 13

Eight focus megatrends: healthy living

LIFESTYLES: CONSUMER TYPES LIFESTYLES: MEGATRENDS IN PERU PASSPORT 14

Case study: healthy living in action – Fitbit

▪ Fitbit officially launched its range of health and

31% of Gen Z use an app to track their health or

LIFESTYLES: CONSUMER TYPES LIFESTYLES: MEGATRENDS IN PERU PASSPORT 15

Source: Euromonitor International Lifestyles Survey 2020

LIFESTYLES: CONSUMER TYPES LIFESTYLES: MEGATRENDS IN PERU PASSPORT 16

Healthy living by age

Source: Euromonitor International Lifestyles Survey 2020

LIFESTYLES: CONSUMER TYPES LIFESTYLES: MEGATRENDS IN PERU PASSPORT 17

Healthy living: stress-reduction activities

Source: Euromonitor International Lifestyles Survey 2020

LIFESTYLES: CONSUMER TYPES LIFESTYLES: MEGATRENDS IN PERU PASSPORT 18

Source: Euromonitor International Lifestyles Survey 2020

LIFESTYLES: CONSUMER TYPES LIFESTYLES: MEGATRENDS IN PERU PASSPORT 19

Eight focus megatrends: shifting market frontiers

LIFESTYLES: CONSUMER TYPES LIFESTYLES: MEGATRENDS IN PERU PASSPORT 20

Case study: shifting market frontiers in action – Heineken

▪ In September 2020, Dutch brewer Heineken entered

LIFESTYLES: CONSUMER TYPES LIFESTYLES: MEGATRENDS IN PERU PASSPORT 21

Shifting market frontiers

Source: Euromonitor International Lifestyles Survey 2020

LIFESTYLES: CONSUMER TYPES LIFESTYLES: MEGATRENDS IN PERU PASSPORT 22

Shifting market frontiers by age

Source: Euromonitor International Lifestyles Survey 2020

LIFESTYLES: CONSUMER TYPES LIFESTYLES: MEGATRENDS IN PERU PASSPORT 23

Shifting market frontiers: international trips

Source: Euromonitor International Lifestyles Survey 2020

LIFESTYLES: CONSUMER TYPES LIFESTYLES: MEGATRENDS IN PERU PASSPORT 24

Shifting market frontiers: international trips by age

Source: Euromonitor International Lifestyles Survey 2020

LIFESTYLES: CONSUMER TYPES LIFESTYLES: MEGATRENDS IN PERU PASSPORT 25

Eight focus megatrends: shopping reinvented

LIFESTYLES: CONSUMER TYPES LIFESTYLES: MEGATRENDS IN PERU PASSPORT 26

Case study: shopping reinvented in action – Grupo Patio

▪ In August 2020, shopping mall operator Grupo Patio