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: 119 | Publication date: May 2009
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; Oral hygiene excl power toothbrushes; Premium cosmetics; Skin care; Sun care
Executive summary
Cosmetics and toiletries records continued current value growth in 2008
The cosmetics and toiletries industry continued to achieve growth in 2008. The market enjoyed a moderate increase over 2007’s performance, maintaining a positive trend. The growth rate was lower than 2007, as the financial and economic crisis affected expenditure levels among low and middle socio economic groups during the year’s final quarter. Furthermore, new government regulations strongly impacted some categories within the cosmetics and toiletries industry.
The Ecuadorian government declares 20% tax on all fragrances
On 1 January 2008 the Ecuadorian government’s law regarding taxation on luxury items came into effect. The ICE (Impuesto a Consumos Especiales-Tax on Special Consumption) is a 20% tax on luxury products, including fragrances. The unit prices of premium fragrances experienced a strong increase whilst mass fragrances also saw notable price jumps. Consequently, sales of fragrances recorded a steep decline compared to earlier years of the 2003-2008 review period. Companies were forced to develop new pricing and communication strategies to respond to the decline in sales. Direct selling companies negotiated with the government in order to achieve tax exemption, based on the fact that a high number of sales representatives have been negatively affected by the drop in sales. Ultimately, the government agreed to reduce the tax to direct sellers on fragrances, although the ICE still greatly affects the cosmetics and toiletries industry, as a number of imported premium products will still be taxed at the 20% rate.
Multinational companies lead in cosmetics and toiletries value share
Yanbal, Colgate-Palmolive, Unilever, Productos Avon and Procter & Gamble are among the leading multinational companies in the Ecuadorian cosmetics and toiletries market. Multinational companies make up 90% of the market’s sales. These large companies are known for their strong promotional efforts used to attract potential consumers. Advertising expenditure for the first half of 2008 was strong, especially among the main players which strongly outspend smaller local players on the marketing and promotion of their products.
Over 200,000 women in Ecuador work as direct sellers
Direct selling continued to increase in importance as a distribution channel in Ecuador. Direct selling companies now lead sectors such as fragrances, skin care and colour cosmetics and also enjoyed strong growth in most other cosmetics and toiletries sectors. Some 220,000 women work as sales representatives in the country. Frequently sales representatives work for more than one company, increasing competition and distribution for direct sellers. The numbers of sales representatives are expected to increase during the 2008-2013 forecast period, as direct selling has a positive correlation with unemployment. As unemployment increases, the number of sales representatives also rises, as women seek alternative employment options.
Economic crises and government regulations threaten growth
The global economic crisis and local financial problems will be reflected in 2009’s sales of cosmetics and toiletries. The Ecuadorian government’s debt default complicated credit transactions for trading, as international financial institutions lost faith in the Ecuadorian financial system’s troubling trade transactions. Furthermore, the government recently announced a new policy regarding the importation of all product categories, which includes importation duties and quotas. This will negatively affect many multinational companies and importers in the cosmetics and toiletries industry.
Table of contents
COSMETICS AND TOILETRIES IN ECUADOR : MARKET INSIGHT
EXECUTIVE SUMMARY
Cosmetics and toiletries records continued current value growth in 2008
The Ecuadorian government declares 20% tax on all fragrances
Multinational companies lead in cosmetics and toiletries value share
Over 200,000 women in Ecuador work as direct sellers
Economic crises and government regulations threaten growth
MARKET INDICATORS
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2003-2008
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2003-2008
Table 3 Sales of Premium Cosmetics by Sector: Value 2003-2008
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2003-2008
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2004-2008
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2004-2008
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2005-2008
Table 8 Penetration of Private Label by Sector by Retail Value 2003-2008
Table 9 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2003-2008
Table 10 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2008
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2008-2013
Table 12 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2008-2013
Table 13 Forecast Sales of Premium Cosmetics by Sector: Value 2008-2013
Table 14 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2008-2013
APPENDIX
Gift Sets
DEFINITIONS
Summary 1 Research Sources
BABY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 15 Sales of Baby Care by Subsector: Value 2003-2008
Table 16 Sales of Baby Care by Subsector: % Value Growth 2003-2008
Table 17 Baby Care Premium Vs Mass % Analysis 2003-2008
Table 18 Baby Care Company Shares by Retail Value 2004-2008
Table 19 Baby Care Brand Shares by Retail Value 2005-2008
Table 20 Baby Sun Care Brand Shares by Retail Value 2005-2008
Table 21 Forecast Sales of Baby Care by Subsector: Value 2008-2013
Table 22 Forecast Sales of Baby Care by Subsector: % Value Growth 2008-2013
Table 23 Forecast Baby Care Premium Vs Mass % Analysis 2008-2013
BATH AND SHOWER PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 24 Sales of Bath and Shower Products by Subsector: Value 2003-2008
Table 25 Sales of Bath and Shower Products by Subsector: % Value Growth 2003-2008
Table 26 Bath and Shower Products Premium Vs Mass % Analysis 2003-2008
Table 27 Bath and Shower Products Company Shares by Retail Value 2004-2008
Table 28 Bath and Shower Products Brand Shares by Retail Value 2005-2008
Table 29 Forecast Sales of Bath and Shower Products by Subsector: Value 2008-2013
Table 30 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2008-2013
Table 31 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2008-2013
DEODORANTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 32 Sales of Deodorants by Subsector: Value 2003-2008
Table 33 Sales of Deodorants by Subsector: % Value Growth 2003-2008
Table 34 Deodorants Premium Vs Mass % Analysis 2003-2008
Table 35 Deodorants Company Shares by Retail Value 2004-2008
Table 36 Deodorants Brand Shares by Retail Value 2005-2008
Table 37 Forecast Sales of Deodorants by Subsector: Value 2008-2013
Table 38 Forecast Sales of Deodorants by Subsector: % Value Growth 2008-2013
Table 39 Forecast Deodorants Premium Vs Mass % Analysis 2008-2013
HAIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 40 Sales of Hair Care by Subsector: Value 2003-2008
Table 41 Sales of Hair Care by Subsector: % Value Growth 2003-2008
Table 42 Hair Care Premium Vs Mass % Analysis 2003-2008
Table 43 Sales of Styling Agents by Type: % Value Breakdown 2005-2008
Table 44 Hair Care Company Shares by Retail Value 2004-2008
Table 45 Hair Care Brand Shares by Retail Value 2005-2008
Table 46 Salon Hair Care Company Shares by Retail Value 2004-2008
Table 47 Salon Hair Care Brand Shares by Retail Value 2005-2008
Table 48 Hair Care Premium Brand Shares 2005-2008
Table 49 Forecast Sales of Hair Care by Subsector: Value 2008-2013
Table 50 Forecast Sales of Hair Care by Subsector: % Value Growth 2008-2013
Table 51 Forecast Hair Care Premium Vs Mass % Analysis 2008-2013
COLOUR COSMETICS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 52 Sales of Colour Cosmetics by Subsector: Value 2003-2008
Table 53 Sales of Colour Cosmetics by Subsector: % Value Growth 2003-2008
Table 54 Colour Cosmetics Premium Vs Mass % Analysis 2003-2008
Table 55 Colour Cosmetics Company Shares by Retail Value 2004-2008
Table 56 Colour Cosmetics Brand Shares by Retail Value 2005-2008
Table 57 Colour Cosmetics Premium Brand Shares 2005-2008
Table 58 Forecast Sales of Colour Cosmetics by Subsector: Value 2008-2013
Table 59 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2008-2013
Table 60 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2008-2013
MEN’S GROOMING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 61 Sales of Men's Grooming Products by Subsector: Value 2003-2008
Table 62 Sales of Men's Grooming Products by Subsector: % Value Growth 2003-2008
Table 63 Sales of Men's Razors and Blades by Type: % Value Breakdown 2005-2008
Table 64 Men's Grooming Products Company Shares by Retail Value 2004-2008
Table 65 Men's Grooming Products Brand Shares by Retail Value 2005-2008
Table 66 Men's Razors and Blades Brand Shares by Retail Value 2005-2008
Table 67 Forecast Sales of Men's Grooming Products by Subsector: Value 2008-2013
Table 68 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2008-2013
ORAL HYGIENE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 69 Sales of Oral Hygiene by Subsector: Value 2003-2008
Table 70 Sales of Oral Hygiene by Subsector: % Value Growth 2003-2008
Table 71 Sales of Manual and Power Toothbrushes by Type: Value 2003-2008
Table 72 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2003-2008
Table 73 Sales of Toothpaste by Type: % Value Breakdown 2005-2008
Table 74 Oral Hygiene Company Shares by Retail Value 2004-2008
Table 75 Oral Hygiene Brand Shares by Retail Value 2005-2008
Table 76 Forecast Sales of Oral Hygiene by Subsector: Value 2008-2013
Table 77 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2008-2013
Table 78 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2008-2013
Table 79 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2008-2013
FRAGRANCES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 80 Sales of Fragrances by Subsector: Value 2003-2008
Table 81 Sales of Fragrances by Subsector: % Value Growth 2003-2008
Table 82 Fragrances Premium Vs Mass % Analysis 2003-2008
Table 83 Fragrances Company Shares by Retail Value 2004-2008
Table 84 Fragrances Brand Shares by Retail Value 2005-2008
Table 85 Forecast Sales of Fragrances by Subsector: Value 2008-2013
Table 86 Forecast Sales of Fragrances by Subsector: % Value Growth 2008-2013
Table 87 Forecsast Fragrances Premium Vs Mass % Analysis 2008-2013
SKIN CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 88 Sales of Skin Care by Subsector: Value 2003-2008
Table 89 Sales of Skin Care by Subsector: % Value Growth 2003-2008
Table 90 Skin Care Premium Vs Mass % Analysis 2003-2008
Table 91 Skin Care Company Shares by Retail Value 2004-2008
Table 92 Skin Care Brand Shares by Retail Value 2005-2008
Table 93 Skin Care Premium Brand Shares 2005-2008
Table 94 Forecast Sales of Skin Care by Subsector: Value 2008-2013
Table 95 Forecast Sales of Skin Care by Subsector: % Value Growth 2008-2013
Table 96 Forecast Skin Care Premium Vs Mass % Analysis 2008-2013
DEPILATORIES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 97 Sales of Depilatories by Subsector: Value 2003-2008
Table 98 Sales of Depilatories by Subsector: % Value Growth 2003-2008
Table 99 Depilatories Company Shares by Retail Value 2004-2008
Table 100 Depilatories Brand Shares by Retail Value 2005-2008
Table 101 Forecast Sales of Depilatories by Subsector: Value 2008-2013
Table 102 Forecast Sales of Depilatories by Subsector: % Value Growth 2008-2013
SUN CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 103 Sales of Sun Care by Subsector: Value 2003-2008
Table 104 Sales of Sun Care by Subsector: % Value Growth 2003-2008
Table 105 Sun Care Premium Vs Mass % Analysis 2003-2008
Table 106 Sun Care Company Shares by Retail Value 2004-2008
Table 107 Sun Care Brand Shares by Retail Value 2005-2008
Table 108 Forecast Sales of Sun Care by Subsector: Value 2008-2013
Table 109 Forecast Sales of Sun Care by Subsector: % Value Growth 2008-2013
Table 110 Forecast Sun Care Premium Vs Mass % Analysis 2008-2013
LAS FRAGANCIAS CÍA LTDA
Strategic Direction
Key Facts
Summary 2 Las Fragancias Cía Ltda: Key Facts
Summary 3 Las Fragancias Cía Ltda: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 4 Summary Las Fragancias Cía Ltda: Competitive Position 2008
TRANSBEL SA
Strategic Direction
Key Facts
Summary 5 Transbel SA: Key Facts
Company Background
Production
Competitive Positioning
Summary 6 Summary TRANSBEL SA Competitive Position 2008
YANBAL ECUADOR SA
Strategic Direction
Key Facts
Summary 7 Yanbal Ecuador SA Key Facts
Company Background
Production
Summary 8 Yanbal Ecuador SA: Production Statistics 2007
Competitive Positioning
Summary 9 Yanbal Ecuador SA: Competitive Position 2008