While expats and the rich and beautiful increasingly opt for international brands, the average Peruvian still prefers to use and buy local.
Domestic brands that reflect the Peruvian spirit and pride as well as represent Peruvian values and traditions are highly popular throughout the country and could either defend their place on the Peruvian market or gain new market shares over the last year.
The recently published study “BrandZ Top 20 Most Valuable Peruvian Brands 2017” conducted by Kantar Millward Brown, a multinational market research firm focused on advertising effectiveness, strategic communication, media and brand equity research, confirmed exactly that.
It is interesting to see that the 20 most valuable Peruvian brands are mainly in the areas of beer, banks and shopping complemented by some foodstuff and cement. Here now the complete Top 20.
BrandZ Top 20 Most Valuable Peruvian Brands 2017
- Cristal: a Peruvian beer produced by Peru’s largest beer company Backus (subsidiary of SAB Miller)
- Pilsen Callao: the first Peruvian beer (created 1863), as well produced by Backus
- BCP (Banco de Credito): one of Peru’s largest banks with a huge presence across the country, popular mostly with middle and upper class Peruvians and companies
- Interbank: as well one of the largest bank in the country with a large lower and middle income customer base
- Cusqueña: another Peruvian beer produced by Backus
- Inka Cola: the famous Peruvian yellow soft drink that is more popular in the country than Coca Cola; that’s propably the reason Coca Cola bought a decent share of the Lindley Corporation that produces Inka Cola
- Pacifico: the leading insurance company in Peru which is as BCP part of Credicorp, the largest financial group in Peru
- Trujillo: the fourth beer on this list originating in northern Peru, today as well produced by Backus
- Realplaza: a shopping mall chain based in Lima with presence in many other Peruvian cities; owned by Interbank
- Cemento Sol: is the most popular and reliable cement in Peru widely used by commercial and private builders across the country; owned by Unacem (Unión Andina de Cementos)
- Inkafarma: is the largest pharmacy chain in Peru belonging to the Interbank Group
- PlazaVea: is a Peruvian supermarket and hypermarket chain with over 80 stores across the country; as well part of the Interbank Group
- Arequipeña: another Peruvian beer originating in the southern city of Arequipa; today the Pilsen is produced by Backus
- Metro: a supermarket chain in Peru with around 70 stores across the country; it is part of Chilean Cencosud, one of the biggest retailers in Latin America
- Cemento Andino: the second cement company on this list that as Cemento Sol belongs to Unacem
- Don Vittorio: probably the most popular pasta in Peru which belongs to Alicorp, Peru’s largest consumer goods company
- MiBanco: the bank in Peru for micro / small businesses and entrepreneurs
- Bolivar: Peru’s leading laundry soap bar and second most popular washing powder; owned as Don Vittorio by Alicorp
- Primor: a highly popular cooking and olive oil in Peru; produced by Alicorp
- Wong: the iconic Peruvian supermarket chain that was founded by a Chinese immigrant with stores mainly in Lima; after Chilean Cencosud acquired the company, it heavily lost its popularity and acceptance, as many locals feel it isn't Peruvian anymore.