Peru: Discounters impact sales of basic products and begin to supply B2B
- DRC Discount Retail Consulting GmbH
- 4 hours ago
- 4 min read
Discount Retail Chain such as the main once Mass, Tottus and Economax (Makro) impact the Peruvian winemaking industry. This analysis focuses on understanding the perception of the Peruvian winemaker, its stability, its expectations and, mainly, the impact of the discounter channel in development in Peru. The LOCK Research & Insights seeks to take the pulse of the winemaker periodically on certain axes that are monitored on a regular basis.
As José Luis Quezada, Director of the Retail Area at LOCK Research & Insights: "The methodology used for this report consisted of the application of face-to-face surveys. For the development of the study, a total of 1,729 winemakers in various regions of the country were interviewed. The collection of the information, or fieldwork, was carried out in September 2025."
The study sample did not focus only on Lima, but also covered cities throughout the country. In the northern zone, Piura, Chiclayo and Trujillo were visited; in the south, Arequipa, Cusco and Ica were included; and in the central zone, specifically Huancayo, thus achieving a representative panorama of the different Peruvian regions and the diversity of contexts in which winemakers operate.
The initial survey asked winemakers a macro question to find out if they felt affected by discounters, a segment that has been expanding its points of sale nationwide. This approach made it possible to measure the initial perception of the impact that chains such as Tiendas Mass or 3A, from the Aje Group, are having on the traditional channel, offering a clearer picture of their influence on local merchants.
Wineries facing the growth of the discounter
Despite the growth of the discounter channel, only 16% of the winemakers interviewed stated that they had been directly affected by its presence. According to José Luis Quezada, Director of the Retail Area at LOCK Research & Insights, "Although this percentage seems small, it confirms that the negative impact is already visible, and the main impact reported translates into a loss of sales." Among those who reported some negative effect, 84% indicated that the main consequence has been to sell less.
In terms of customer loss, only a smaller percentage of winemakers, 13%, indicated that they had lost buyers due to the discounter. This reinforces the idea that the arrival of these channels does not generate a total replacement of customers, but a coexistence of channels: consumers continue to visit the warehouse for certain categories and the discounter for others, mainly basic basket products.
The impact of discounters has not been uniform at the national level. In the southern and central areas, specifically in Huancayo, a higher percentage of winemakers feel negatively affected. On the contrary, the regions of Lima and the north of the country show a more stable perception, due to the fact that the presence of the discounter is already more normalized. As Quezada explains, "The impact, although limited, is already visible in specific territories and in key categories."
Key categories under pressure from discounters
The pressure from discounters is concentrated in specific categories, with Dry Staples being the most affected, with 33% of mentions. This includes products such as rice, noodles, beans, sugar, biscuits and preserves. According to José Luis Quezada, Director of the Retail Area at LOCK Research & Insights, in statements to Peru Retail: "Discounters seek to position own brands with lower prices as an entry point to these categories."
The second most impacted category is Home Cleaning, which includes detergents and soaps, with 8% of mentions. Winemakers recognize that the main advantage of the discounter is its price proposition. Quezada explains that "many categories of the basic basket move like commodities, where price is the main driver, and discounters have greater strength there."
Faced with this pressure, the most frequent reaction of winemakers was to improve their assortment, with 36% of responses. Meanwhile, 33% of those affected have not yet made changes and only 16% have chosen to lower prices. As Quezada told Peru Retail: "Lowering prices implies better negotiation with manufacturers, a strategy that requires time and planning."
In addition, 29% of winemakers said they had adjusted their inventory or changed categories in their assortment. To counteract discounters, they are increasing the presence of fresh products. However, the categories where inventory fell the most were Dry Basic Foods and Home Cleaning, reinforcing the competitive pressure faced by the traditional channel.
Discounters as an alternative sourcing channel
A finding that reflects the reconfiguration of the channel is that 7% of wineries say they occasionally stock up on discounters. According to José Luis Quezada, Director of the Retail Area at LOCK Research & Insights, in statements to Peru Retail: "This practice occurs mainly to take advantage of promotions and buy high-turnover products." Although it is a minority percentage, it shows that discounters are emerging as an alternative sourcing channel.
The categories that winemakers buy most frequently from discounters to resell are again Dry Basic Foods, which accumulate 44% of the response rate. Quezada explained: "Although the frequency of purchase is not yet regular and 75% do so only occasionally, this indicates that discounters are consolidating themselves as a strategic option for certain products." Despite this, wineries continue to defend their differential attributes.
The winemaker maintains strengths in proximity, service and trust with the customer. As Quezada concludes: "The discounter is not going to replace the warehouse, but it does force the traditional channel to rethink its value proposition and improve its assortment and category management strategies." This shows that, although a new competitor appears, the relationship and loyalty with the customer is still key.
