Companies / Peru
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Does Organic Range Signal Up-Market Shift?
May 2007 | Company News AlertSorry, you must be a subscriber to view this article in full. If you are a subscriber please login.
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Peru's second-largest grocery retailer Supermercados Peruanos has unveiled a 35-product strong organic fruit and vegetable range within its existing fresh produce offering. The introduction of organic product lines as a means of driving sales growth within premium categories is usually the reserve of large-scale multinationals within developed retail markets. However, the shift to premiumisation as an avenue of growth in the fledgling Peruvian mass grocery retail sector has yet to occur. Instead, Peruanos' strategy is indicative of a different type of innovation - the use of local market strengths as a means of proactively influencing consumer spending