Household Care in Ecuador
Euromonitor International's Household Care 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: 63 | Publication date: Apr 2007
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Executive summary
Strong value growth in an underdeveloped market
Household care registered strong growth in Ecuador in 2005, riding on the back of increased consumer confidence and growing disposable incomes. Household care in Ecuador is relatively underdeveloped compared to other Latin American countries and it had plenty of room to grow over the review period. Laundry care and surface care, experienced several product innovations while less mature sectors such as air care and toilet care products, benefited from the increased availability of goods. A significant reason for increased consumption was the gradual rise in the number of lower-income consumers of household care products.
Air care registers dynamic value growth
The dynamic growth of household care in Ecuador saw many sectors post double-digit growth in 2005. Nonetheless, air care clearly produced the most dynamic value growth of 2005. Growing from a rather small base, air care products gained popularity amongst middle- and upper-income consumers, as they learned more about air care. It expanded its range of products to offer the consumer new presentations, price points, and fragrances. Moreover, some manufacturers began to market products as designed for specific rooms of the house. Consumers are becoming increasingly aware of the importance of the odour of their environment and of purchasing air care products to make their environment more comfortable. An important consumer group for air care products are young professionals, who are more inclined to indulge in non-essential household care items.
Value-added features becoming more important to consumers
There are several trends encouraging consumers to favour value-added household care products. As women increase their participation in the labour force, they place a higher value on convenience products that allow them to reduce the time it takes to complete household chores. Furthermore, growing disposable incomes are allowing consumers to trade-up to more effective products, such as those that simultaneously clean, disinfect, and deodorise. Finally, the growing number of young independent professionals represents a consumer group that is more receptive to product innovations and less loyal to traditional brands, thereby encouraging manufacturers to develop and improve their products.
Unilever Andina Ecuador SA is the leading player in 2005
Its strong leadership of the most valuable sector, laundry care, saw Unilever Andina Ecuador SA obtain the highest value share of sales of household care in 2005. Laundry care is much larger than other sectors, which means that Unilever does not need to worry about diversifying its operations to maintain its leading position. Drawing on its large pool of international resources, the multinational company leads all companies in terms of advertising expenditure, achieving a high level of brand recognition amongst consumers. Its most popular brands are Deja and Omo.
Value growth predicted for household care over the forecast period
Household care is expected to perform well over the forecast period, capitalising on the above-mentioned trends. As consumers demonstrate an increased awareness of interest in household care products, manufacturers will be encouraged to develop more sophisticated products and to invest in educating consumers further. The expansion of supermarkets/hypermarkets will also aid sales over the forecast period since this distribution channel exposes consumers to a larger variety of products, usually at more affordable prices.
Table of contents
HOUSEHOLD CARE IN ECUADOR : MARKET INSIGHT
EXECUTIVE SUMMARY
Strong value growth in an underdeveloped market
Air care registers dynamic value growth
Value-added features becoming more important to consumers
Unilever Andina Ecuador SA is the leading player in 2005
Value growth predicted for household care over the forecast period
KEY TRENDS AND DEVELOPMENTS
Supermarkets/hypermarkets boom changes retailing landscape
Increased purchasing power of lower-income consumers stimulates growth
Working women increase the demand for time-saving products
Growth of single-person households increases demand for household care products
Market Indicators
Table 1 Households 2000-2005
Market Data
Table 2 Sales of Household Care by Sector: Value 2000-2005
Table 3 Sales of Household Care by Sector: % Value Growth 2000-2005
Table 4 Household Care Company Shares 2001-2005
Table 5 Household Care Brand Shares 2002-2005
Table 6 Sales of Household Care by Distribution Format: % Analysis 1999/2004
Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2004
Table 8 Forecast Sales of Household Care by Sector: Value 2005-2010
Table 9 Forecast Sales of Household Care by Sector: % Value Growth 2005-2010
LAUNDRY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 10 Sales of Laundry Care by Subsector: Value 2000-2005
Table 11 Sales of Laundry Care by Subsector: % Value Growth 2000-2005
Table 12 Laundry Care Company Shares 2001-2005
Table 13 Laundry Care Brand Shares 2002-2005
Table 14 Forecast Sales of Laundry Care by Subsector: Value 2005-2010
Table 15 Forecast Sales of Laundry Care by Subsector: % Value Growth 2005-2010
Table 16 Sales of Laundry Detergents by Type: Value 2000-2005
Table 17 Sales of Laundry Detergents by Type: % Value Growth 2000-2005
Table 18 Laundry Detergents Company Shares 2001-2005
Table 19 Laundry Detergents Brand Shares 2002-2005
DISHWASHING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 20 Sales of Dishwashing Products by Subsector: Value 2000-2005
Table 21 Sales of Dishwashing Products by Subsector: % Value Growth 2000-2005
Table 22 Dishwashing Products Company Shares 2001-2005
Table 23 Dishwashing Products Brand Shares 2002-2005
Table 24 Forecast Sales of Dishwashing Products by Subsector: Value 2005-2010
Table 25 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2005-2010
SURFACE CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 26 Sales of Surface Care by Subsector: Value 2000-2005
Table 27 Sales of Surface Care by Subsector: % Value Growth 2000-2005
Table 28 Forecast Sales of Surface Care by Subsector: Value 2005-2010
Table 29 Forecast Sales of Surface Care by Subsector: % Value Growth 2005-2010
CHLORINE BLEACH
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 30 Sales of Chlorine Bleach: Value 2000-2005
Table 31 Sales of Chlorine Bleach: % Value Growth 2000-2005
Table 32 Chlorine Bleach Company Shares 2001-2005
Table 33 Chlorine Bleach Brand Shares 2002-2005
Table 34 Forecast Sales of Chlorine Bleach: Value 2005-2010
Table 35 Forecast Sales of Chlorine Bleach: % Value Growth 2005-2010
TOILET CARE PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 36 Sales of Toilet Care Products by Subsector: Value 2000-2005
Table 37 Sales of Toilet Care Products by Subsector: % Value Growth 2000-2005
Table 38 Toilet Care Products Company Shares 2001-2005
Table 39 Toilet Care Products Brand Shares 2002-2005
Table 40 Forecast Sales of Toilet Care Products by Subsector: Value 2005-2010
Table 41 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2005-2010
POLISHES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 42 Sales of Polishes by Subsector: Value 2000-2005
Table 43 Sales of Polishes by Subsector: % Value Growth 2000-2005
Table 44 Polishes Company Shares 2001-2005
Table 45 Polishes Brand Shares 2002-2005
Table 46 Forecast Sales of Polishes by Subsector: Value 2005-2010
Table 47 Forecast Sales of Polishes by Subsector: % Value Growth 2005-2010
AIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 48 Sales of Air Care by Subsector: Value 2000-2005
Table 49 Sales of Air Care by Subsector: % Value Growth 2000-2005
Table 50 Air Care Company Shares 2001-2005
Table 51 Air Care Brand Shares 2002-2005
Table 52 Forecast Sales of Air Care by Subsector: Value 2005-2010
Table 53 Forecast Sales of Air Care by Subsector: % Value Growth 2005-2010
INSECTICIDES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 54 Sales of Insecticides by Subsector: Value 2000-2005
Table 55 Sales of Insecticides by Subsector: % Value Growth 2000-2005
Table 56 Insecticides Company Shares 2001-2005
Table 57 Insecticides Brand Shares 2002-2005
Table 58 Forecast Sales of Insecticides by Subsector: Value 2005-2010
Table 59 Forecast Sales of Insecticides by Subsector: % Value Growth 2005-2010
COLGATE-PALMOLIVE DE ECUADOR SA
Strategic Direction
Key Facts
Summary 1 Colgate-Palmolive de Ecuador SA: Key Facts
Company Background
Production
Competitive Positioning
JABONERÍA WILSON SA
Strategic Direction
Key Facts
Summary 2 Jabonería Wilson SA: Key Facts
Company Background
Production
Competitive Positioning
JOHNSON WAX DEL ECUADOR SA
Strategic Direction
Key Facts
Summary 3 Johnson Wax del Ecuador SA: Key Facts
Company Background
Production
Competitive Positioning
UNILEVER ANDINA ECUADOR SA
Strategic Direction
Key Facts
Summary 4 Unilever Andina Ecuador SA: Key Facts
Company Background
Competitive Positioning
DEFINITIONS