Reaching the consumers

Marketing opportunities

Consumer behavior

Peruvian consumer behavior has evolved considerably over the last decade. The consumer is more interested in the components of a product before he buys it. If the product does not meet his expectations, he is more inclined to complain today, even if this attitude is still a very marginal phenomenon.

Consumer profile and purchasing power

The Peruvian consumer today is more well-informed about market possibilities, as the majority of Peruvians have had technical or higher education. The consumer is willing to test new products. He is just as emotional as rational when he buys. He spends his spare time watching television (27%), listening to music (20%) or practising a sport (10%).

Consumers associations

Asociacion peruana de consumidores y usuarios
Asociacion civil pro consumidor

Main advertising agencies

J. Walter Thompson Company
Peruvian association of advertising agencies

Distributing a product

Market shares

There are three leading large distribution chains in Peru. The Wong Group consolidates 61% of the distribution market in Lima. Supermercados Peruanos consolidates 29% of the market in Lima and Tottus 10%. These three chains have based their activities on Lima and have only recently started to spread to the regions of Trujillo, Chiclayo and Arequipa.

Market access procedures

International Conventions

Party to the Kyoto protocol
Party to the Washington convention on International trade in endangered species of wild fauna and flora
Party to the Basel convention on the Control of Transboudary Movements of Hazardous Wastes and their disposal
Party to the Montreal protocol on Substances that deplete the Ozone Layer

Main International economic cooperation

Andean Community of Nations
The free trade treaty with the United States came into force in february 2009.

Non tariff barriers

In Peru, the free exchange and free trade principles exist: there are no quantitative restrictions or exchange controls. The import of certain goods is prohibited for health or safety reasons. Veterinary products, cosmetics and perfumes are required to be registered with the Ministry of Health (in spanish). The import of raw materials, for transforming into exportable products, is not taxed (Regime of Temporary Admittance).
There are 4 free trade zones: the zone of export treatment (in Chimbote, Ilo, Matarini, Paita and Trujillo), the tourist zones, the special trade zones (with 10% Customs duty and tax exemption) and the development zones.
Peru has signed bilateral trade agreements with Bolivia, Ecuador and the United States and multilateral agreements with organisations such as the ALADI.

Customs duties and taxes on imports

Peru applies a four level tariff regime: 4%, 7%,  12% and  20%. The country levies Customs duties of 4% on about 37% of the goods on its tariff list (2,603 codes, essentially covering intermediate products and their components), 7% on a certain number of capital goods and building materials, 12% on almost 43% of goods (3,029 codes), and 23% on about 11% of products that can be imported (762 codes mainly covering textiles, shoes and some agricultural products). The non weighted average Customs duty is 10.2%, whereas it was more than 60% in the mid 1990s. In addition, Peru imposes no quantitative restrictions on imports.

Customs classification

As a full member of the Andean Community, Peru follows the Nandina code, a fully harmonized tariff system that all CAN members use and which conforms to the Harmonized System (HS) of the World Customs Organization. Peru is also a contracting State of the World Trade Organization (WTO). In addition, it has signed various bilateral agreements guaranteeing most favored nation treatment.

Import procedures

You must provide a document including the single import declaration, an attestation of loading, a commercial invoice, an inspection certificate, a certificate of origin, an insurance policy, an authorization certificate, an inventory, and any necessary special authorizations. The system of Customs management (SIGAD) validates the data and numbers the goods to determine the type of control.

For further information

Superintendencia nacional de administracion tributaria

Organizing goods transport

Main useful means

Peru has 69,941 km of roads, 10% of which are tarmacked. The main roads are along the coast over 2,800 km, and the Inca Trail, which links Lima to the interior of the country. Considerable projects to improve the road network are underway. The railway network covers 1,876 km, 1,576 km of which have a 1,435 m gauge and 300 km have a 0.914 m gauge. The state of the network is poor.
The port of Lima (Callao) is the biggest port in Peru. Peru has 8,600 km of waterways (tributaries of the Amazon and 300 km on Lake Titicaca).
Air transport is often the only means to reach jungle areas inaccessible by road or the fastest way to reach some Andean populations. Secondary airports are those of Cuzco, Tacna, Arequipa, Iquitos, Ayacucho, Chiclao, Piura and Trujillo. Small airline companies offer regular flights between the country's cities. In 1994, 54 million tonnes of goods were transported by air.

Ports

Port of Callao
Port of Chimbote

Airports

Jorge Chavez International airport in Lima
Crnl. FAP Francisco Secada Vigneta International airport , Iquitos
Cap. FAP Carlos Martinez de Pinillos International airport , Trujillo
 Inca Manco Capac International airport, San Carlos de Puno
Padre Jose de Adalmiz International airport, Puerto Maldonado
Alejandro Velasco Astete International airport, Cuzco
Crnl. FAP. Carlos Ciriani Santa Rosa International airport, San Pedro de Tacna

Sea transport organizations

Peruvian harbor authority

Air transport organizations

Ministry of Transport and Communications
Organismo superviso de la inversion en infraestructura de transporte de uso publico

Road transport organizations

Ministry of Transport and Communications
Organismo superviso de la inversion en infraestructura de transporte de uso publico

Rail transport organizations

Organismo superviso de la inversion en infraestructura de transporte de uso publico
Ministry of Transport and Communications

Identifying a supplier

Type of production

Mining is one of Peru's main economic activities and the country's largest source of exports (24 % of total exports). Gold is the main product exported, followed by copper, zinc, lead and iron. The sector has experienced considerable development because of new investment made after the privatization and modernization of the many public companies. Peru has enormous reserves of raw materials including oil and gas.

Business directories

Popempresas
Oh Peru
Yellow pages

Manufacturers associations of the main industries

Sociedad Nacional de Mineria, Petroleo y energia
Asociacion de productores de cemento
Asociacion de Bancos
Asociacion de Exportadores
Asociacion peruana de agencias de publicidad

Trade Agencies and their representations abroad

Chamber of Commerce of Lima
American Chamber of Commerce of Peru

Enterprises federation

Confederación Nacional de Instituciones Empresariales Privadas - CONFIEP