Living in Peru : your everyday companion

Info provided and translated by the
American Chamber of Commerce of Peru (AmCham Peru)

Genetic issues and nutritious habits make Hispanic people more prone to these diseases and that is why they tend to buy products that may complement the treatment they receive.

This was pointed out by the General Director of Integra International, a leading distributor of cosmetic and health products in Texas and California's Latin market.

Currently, Integra purchases Mexican products for a value of nearly five million dollars on a monthly basis and is the leader in distribution of products and natural complements for diabetics in California.

Integra mainly sells nopal and aloe vera, due to their nutritious and medicinal properties. Therefore, the same could be done with products like yacon, maca, cat’s claw, sacha inchi, etc, natural products of the Peruvian biodiversity and that have proven medicinal and nutritious qualities.

What is the strategy of a company like Integra?

In the American market, its commercial strategy depends on the product and the channel through which it is distributed. This company works with either small stores and naturist boutiques or big retail stores such as Wal-Mart, El Tapatío, The Mexican and a series of stores oriented towards the Hispanic market, without forgetting about those direct for the Anglo market.

Additionally, Integra invests in marketing. The big mistake Peruvian companies make is that they think that by just fulfilling a single order or sending a single shipment to another country, they are already exporting; whereas it is known that for this to be true constancy is required.

Furthermore, in order to secure positioning in the mind of American consumers, it is very important to invest a significant amount in publicity. Companies should seek that consumers are well aware and know precisely where they can find the products that are offered. Moreover, in a market where there are multiple brands and consumers have more options to choose from.

With such a rich biodiversity, Peru could certainly attend this market niche. All that is needed is an adequate export strategy as well as international marketing techniques so that Peruvian products become popular among American consumers.