Cosmetics And Toiletries in Ecuador
Euromonitor International's Cosmetics And Toiletries in Ecuador market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 112 | Publication date: Feb 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Premium cosmetics; Skin care; Sun care
Executive summary
Young consumers remain a great niche for cosmetics and toiletries
The biggest cosmetics and toiletries companies are continuously developing and strengthening their positions within the babies and youth categories. Yanbal with its Clic line and Ebel with its Cy Zone brands are battling in order to increase their market shares within the growing niche of young female consumers. The companies are trying to establish loyalties that will continue throughout their consumer’s lifetime, well after they outgrow the younger brands and trade up to more traditional, mature brands and product lines.
Direct sales remains the most important sales channel for some products
According to figures presented by the Association of Direct Sales, the most important companies active in cosmetics and toiletries are: Yanbal, Ebel, Oriflame and Avon. The former president of this association, Pedro Montalvo, affirmed that sales through this channel were worth US$150-200 million in 2005. However, this figure includes also other sales like books, jewellery and cooking utensils. In some sectors, direct sales represent around 75% of total value sales, like for fragrances.
Unilever Andina Ecuador’s “Real Beauty” campaign spurs sales of Dove brand
In 2006 Unilever Andina Ecuador used its Dove brand and launched a campaign focused on “Real Beauty” with the objective of creating an emotional link with its main target, women. The decision to launch this global campaign was the result of innumerable interviews made in several countries which revealed that approximately 47% of women are not satisfied with their physical condition. The advertising campaign started in Ecuador on 18 July, mainly on television and in printed media.
Private label continues to hold a small share but gaining ground
Supermercados La Favorita with its brand Supermaxi has launched since 2004 different private label products which are gaining share of total sales. Supermaxi is the leading supermarket chain in Ecuador with annual sales of US$654 Million in 2005. Toothpaste and bar soap are two of the main products under the Supermaxi private label and their market share is increasing slowly among a middle socio-economic consumer segment which focuses mainly on affordable prices.
Advertising is key to success in cosmetics and toiletries
The most important brands in cosmetics and toiletries have strong communication campaigns through mass media advertising channels. This is the case for Colgate-Palmolive or Unilever brands, which have a share of voice of around 60% within their respective sectors. New brands which have recently challenged these companies are forced to develop well-supported campaigns in order to become an option for consumers based on their added value or lower prices.
Table of contents
COSMETICS AND TOILETRIES IN ECUADOR : MARKET INSIGHT
EXECUTIVE SUMMARY
Young consumers remain a great niche for cosmetics and toiletries
Direct sales remains the most important sales channel for some products
Unilever Andina Ecuador’s “Real Beauty” campaign spurs sales of Dove brand
Private label continues to hold a small share but gaining ground
Advertising is key to success in cosmetics and toiletries
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2001-2006
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2001-2006
Table 3 Cosmetics and Toiletries Company Shares by NBO Retail Value 2002-2006
Table 4 Cosmetics and Toiletries Company Shares by GBO Retail Value 2002-2006
Table 5 Cosmetics and Toiletries Brand Shares by Retail Value 2003-2006
Table 6 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2001/2006
Table 7 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2006
Table 8 Penetration of Private Label by Sector by Retail Value 2002-2006
Table 9 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2006-2011
Table 10 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2006-2011
COLGATE-PALMOLIVE DEL ECUADOR SA
Strategic Direction
Key Facts
Summary 1 Colgate-Palmolive del Ecuador SA: Key Facts
Summary 2 Colgate-Palmolive del Ecuador SA: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 3 Colgate-Palmolive del Ecuador SA: Competitive Position 2006
PROCTER & GAMBLE ECUADOR CA
Strategic Direction
Key Facts
Summary 4 Procter & Gamble Ecuador CA: Key Facts
Summary 5 Procter & Gamble Ecuador CA: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 6 Procter & Gamble Ecuador CA: Competitive Position 2006
UNILEVER ANDINA ECUADOR SA
Strategic Direction
Key Facts
Summary 7 Unilever Andina Ecuador SA: Key Facts
Summary 8 Unilever Andina Ecuador SA: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 9 Unilever Andina Ecuador SA: Competitive Position 2006
YANBAL ECUADOR SA
Strategic Direction
Key Facts
Summary 10 Yanbal Ecuador SA: Key Facts
Summary 11 Yanbal Ecuador SA: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 12 Yanbal Ecuador SA: Competitive Position 2006
BABY CARE IN ECUADOR
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 11 Sales of Baby Care by Subsector: Value 2001-2006
Table 12 Sales of Baby Care by Subsector: % Value Growth 2001-2006
Table 13 Baby Care Company Shares by Retail Value 2002-2006
Table 14 Baby Care Brand Shares by Retail Value 2003-2006
Table 15 Forecast Sales of Baby Care by Subsector: Value 2006-2011
Table 16 Forecast Sales of Baby Care by Subsector: % Value Growth 2006-2011
Table 17 Baby Care Premium Vs Mass % Analysis 2001-2006
BATH AND SHOWER PRODUCTS IN ECUADOR
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 18 Sales of Bath and Shower Products by Subsector: Value 2001-2006
Table 19 Sales of Bath and Shower Products by Subsector: % Value Growth 2001-2006
Table 20 Bath and Shower Products Company Shares by Retail Value 2002-2006
Table 21 Bath and Shower Products Brand Shares by Retail Value 2003-2006
Table 22 Forecast Sales of Bath and Shower Products by Subsector: Value 2006-2011
Table 23 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2006-2011
Table 24 Bath and Shower Products Premium Vs Mass % Analysis 2001-2006
DEODORANTS IN ECUADOR
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 25 Sales of Deodorants by Subsector: Value 2001-2006
Table 26 Sales of Deodorants by Subsector: % Value Growth 2001-2006
Table 27 Deodorants Company Shares by Retail Value 2002-2006
Table 28 Deodorants Brand Shares by Retail Value 2003-2006
Table 29 Forecast Sales of Deodorants by Subsector: Value 2006-2011
Table 30 Forecast Sales of Deodorants by Subsector: % Value Growth 2006-2011
Table 31 Deodorants Premium Vs Mass % Analysis 2001-2006
HAIR CARE IN ECUADOR
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 32 Sales of Hair Care by Subsector: Value 2001-2006
Table 33 Sales of Hair Care by Subsector: % Value Growth 2001-2006
Table 34 Hair Care Company Shares by Retail Value 2002-2006
Table 35 Hair Care Brand Shares by Retail Value 2003-2006
Table 36 Forecast Sales of Hair Care by Subsector: Value 2006-2011
Table 37 Forecast Sales of Hair Care by Subsector: % Value Growth 2006-2011
Table 38 Hair Care Premium Vs Mass % Analysis 2001-2006
Table 39 Salon Hair Care Company Shares by Retail Value 2002-2006
Table 40 Salon Hair Care Brand Shares by Retail Value 2003-2006
COLOUR COSMETICS IN ECUADOR
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 41 Sales of Colour Cosmetics by Subsector: Value 2001-2006
Table 42 Sales of Colour Cosmetics by Subsector: % Value Growth 2001-2006
Table 43 Colour Cosmetics Company Shares by Retail Value 2002-2006
Table 44 Colour Cosmetics Brand Shares by Retail Value 2003-2006
Table 45 Forecast Sales of Colour Cosmetics by Subsector: Value 2006-2011
Table 46 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2006-2011
Table 47 Colour Cosmetics Premium Vs Mass % Analysis 2001-2006
MEN’S GROOMING PRODUCTS IN ECUADOR
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 48 Sales of Men's Grooming Products by Subsector: Value 2001-2006
Table 49 Sales of Men's Grooming Products by Subsector: % Value Growth 2001-2006
Table 50 Men's Grooming Products Company Shares by Retail Value 2002-2006
Table 51 Men's Grooming Products Brand Shares by Retail Value 2003-2006
Table 52 Forecast Sales of Men's Grooming Products by Subsector: Value 2006-2011
Table 53 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2006-2011
ORAL HYGIENE IN ECUADOR
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 54 Sales of Oral Hygiene by Subsector: % Value Growth 2001-2006
Table 55 Oral Hygiene Company Shares by Retail Value 2002-2006
Table 56 Oral Hygiene Brand Shares by Retail Value 2003-2006
Table 57 Forecast Sales of Oral Hygiene by Subsector: Value 2006-2011
Table 58 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2006-2011
Table 59 Sales of Manual and Power Toothbrushes by Type: Value 2001-2006
Table 60 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2001-2006
Table 61 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2006-2011
Table 62 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2006-2011
FRAGRANCES IN ECUADOR
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 63 Sales of Fragrances by Subsector: Value 2001-2006
Table 64 Sales of Fragrances by Subsector: % Value Growth 2001-2006
Table 65 Fragrances Company Shares by Retail Value 2002-2006
Table 66 Fragrances Brand Shares by Retail Value 2003-2006
Table 67 Forecast Sales of Fragrances by Subsector: Value 2006-2011
Table 68 Forecast Sales of Fragrances by Subsector: % Value Growth 2006-2011
SKIN CARE IN ECUADOR
Headlines
Trends
Competitive Landscape
Prospects
Sector data
Table 69 Sales of Skin Care by Subsector: Value 2001-2006
Table 70 Sales of Skin Care by Subsector: % Value Growth 2001-2006
Table 71 Sales of Facial Care by Subsector: Value 2001-2006
Table 72 Sales of Facial Care by Subsector: % Value Growth 2001-2006
Table 73 Sales of Facial Cleansers by Subsector: Value 2001-2006
Table 74 Sales of Facial Cleansers by Subsector: % Value Growth 2001-2006
Table 75 Sales of Body Care by Subsector: Value 2001-2006
Table 76 Sales of Body Care by Subsector: % Value Growth 2001-2006
Table 77 Skin Care Company Shares by Retail Value 2002-2006
Table 78 Skin Care Brand Shares by Retail Value 2003-2006
Table 79 Forecast Sales of Skin Care by Subsector: Value 2006-2011
Table 80 Forecast Sales of Skin Care by Subsector: % Value Growth 2006-2011
Table 81 Forecast Sales of Facial Care by Subsector: Value 2006-2011
Table 82 Forecast Sales of Facial Care by Subsector: % Value Growth 2006-2011
Table 83 Forecast Sales of Facial Cleansers by Subsector: Value 2006-2011
Table 84 Forecast Sales of Facial Cleansers by Subsector: % Value Growth 2006-2011
Table 85 Forecast Sales of Body Care by Subsector: Value 2006-2011
Table 86 Forecast Sales of Body Care by Subsector: % Value Growth 2006-2011
Table 87 Skin Care Premium Vs Mass % Analysis 2001-2006
DEPILATORIES IN ECUADOR
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 88 Sales of Depilatories by Subsector: Value 2001-2006
Table 89 Sales of Depilatories by Subsector: % Value Growth 2001-2006
Table 90 Depilatories Company Shares by Retail Value 2002-2006
Table 91 Depilatories Brand Shares by Retail Value 2003-2006
Table 92 Forecast Sales of Depilatories by Subsector: Value 2006-2011
Table 93 Forecast Sales of Depilatories by Subsector: % Value Growth 2006-2011
SUN CARE IN ECUADOR
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 94 Sales of Sun Care by Subsector: Value 2001-2006
Table 95 Sales of Sun Care by Subsector: % Value Growth 2001-2006
Table 96 Sun Care Company Shares by Retail Value 2002-2006
Table 97 Sun Care Brand Shares by Retail Value 2003-2006
Table 98 Forecast Sales of Sun Care by Subsector: Value 2006-2011
Table 99 Forecast Sales of Sun Care by Subsector: % Value Growth 2006-2011
Table 100 Sun Care Premium Vs Mass % Analysis 2001-2006
DEFINITIONS