In 2025, wipes in Ecuador experienced a continued contraction, with retail value falling to USD41 million, a decline of 10% compared to the previous year. This performance reflects sustained pressure on household budgets and intensifying competition among suppliers, resulting in aggressive price promotions and frequent multi-buy deals, particularly within formal retail channels.

In 2025, away-from-home (AFH) tissue and hygiene in Ecuador experienced a modest recovery following the disruption of 2024, when nationwide power outages curtailed commercial activity and reduced out-of-home consumption. Current value sales rose to USD103.4 million, an increase of 3% from the previous year, yet growth remained subdued due to ongoing cost pressures for businesses.

Nappies/diapers/pants in Ecuador demonstrated resilience in the face of a declining birth rate, as the retail value of sales climbed sharply to reach USD171.1 million, reflecting a 6% increase in 2025. This growth showed that parents were willing to pay more for performance, protection, and differentiated propositions despite economic pressures.

Tissue and hygiene in Ecuador showed moderate growth in 2025, with a retail value increase of 2% to USD562 million. The landscape is increasingly shaped by heightened price sensitivity, with cost-conscious shoppers fuelling a pronounced shift towards discounter channels and private label. While overall consumer spending in Ecuador reached USD83.3 billion in 2025 and economic indicators stabilised, the cautious approach to household budgets remains entrenched, making affordability a decisive fact

Menstrual care in Ecuador demonstrated a moderate performance in 2025, as retail current value reached USD67.8 million, representing a 6% increase over the preceding year. Consumer behaviour is indicating a preference for value and essential protection rather than premium features, with heightened price sensitivity and the expansion of private label influencing the sector’s performance.

Bath and shower in Ecuador in 2025 showed signs of stability with modest growth, posting a retail value of USD131 million, representing a 1% increase over 2024. This steady performance occurred against a backdrop of a total population reaching 18 million and rising consumer expenditure, indicating a moderately expanding economic environment conducive to personal care spending. Despite the category’s overall volume growth remaining subdued, retail sales value is maintained by evolving consumer pr

In 2025, deodorants in Ecuador showed steady growth with retail sales value reaching USD116 million reflecting a 2% growth from the previous year. This growth occurs within a mature consumption environment where volume expansion is limited, as household penetration is already high and deodorants is considered well-established. The modest increase in value is largely attributed to innovation and repositioning strategies that encourage consumers to trade up rather than increase overall consumption

Skin care in Ecuador performed strongly in 2025, with retail sales value reaching USD257 million, growing 4% from 2024. This growth is underpinned by a behavioural shift from purely aesthetic aims to prioritising skin health, as consumers increasingly seek treatment-led routines addressing prevention, repair and long-term skin quality. The demand for products with science-backed claims, dermatologist endorsement and clear efficacy timelines particularly supports facial care, reinforcing clinical

In 2025, sun care in Ecuador experienced its first full-year decline following several years of strong growth, with retail sales value falling to USD56 million, reflecting a 10% decline. This contrasts with the earlier rapid expansion years, such as 2022 and 2023, which saw double-digit growth in both volume and value. The contraction is mainly attributed to market saturation and a shift in consumer priorities, as sun care becomes increasingly crowded with limited innovation, reducing the urgenc

In 2025, hair care in Ecuador showed a nuanced performance where volume growth remained subdued but value growth was robust, reflecting a consumer shift towards premium and results-driven products. The retail sales value reached USD331 million in 2025, growing 4% from the previous year, while retail volume showed no significant growth, indicating consumers are paying more for enhanced product benefits rather than buying larger quantities. Economic factors such as Ecuador's real GDP growth of 3%

In 2025, fragrances in Ecuador deliverd robust growth with retail sales value reaching USD229 million, marking a 12% increase from 2024. This growth outpaces the moderate overall economic expansion, as Ecuador's real GDP grew by 3% in 2025, reflecting a favourable macroeconomic environment. Consumer expenditure also rose steadily, underpinning increased discretionary spending power.

Men’s grooming in Ecuador in 2025 recorded a robust retail sales value of USD186 million, reflecting a 5% growth from the previous year. This was supported by increasing consumer expenditure in Ecuador, supporting discretionary spending. The total population of Ecuador in 2025 stood at 18 million, indicating a solid consumer base for personal care products.

In 2025, oral care in Ecuador demonstrated a nuanced performance characterised by simultaneous value pressure and premiumisation trends. Retail sales value for oral care reached USD150 million, reflecting a growth of 2% from 2024, signalling steady but moderated expansion. This value growth contrasts with a backdrop of persistent consumer price sensitivity which fuels downtrading, evident in the expansion of private label offerings in entry-level toothpaste and mouthwash categories by retailers.

In 2025, colour cosmetics in Ecuador experienced robust performance with retail sales value reaching USD193 million, marking a growth of 6% from the previous year. This growth is notable given the price-sensitive environment, underscoring the resilience compared to other beauty segments. Brands actively refreshed their portfolios with expanded product ranges, upgraded formulations and limited edition collections, which stimulated repeat purchases and maintained consumer engagement.

Depilatories in Ecuador demonstrated strong performance in 2025, with retail value reaching USD7 million, reflecting a robust 11% growth from the previous year. This growth outpaces the moderate real GDP growth of 3% in Ecuador for 2025, highlighting the depilatories’ resilience and rising consumer prioritisation of grooming products despite economic fluctuations. Depilatories volume shows consistent expansion, supported by rising consumer expenditure, signalling growing purchasing power and sus

Ecuador's beauty and personal care category demonstrates resilient growth in 2025, with retail sales reaching USD1,575 million, supported by a stable economic backdrop including 3% real GDP growth and moderate inflation at 1%. Despite this solid expansion, the market faces increasing consumer price sensitivity driven by government import tariffs and the rapid rise of hard discounters like Tuti, which intensify competition, especially in price-sensitive grooming and oral care segments. Consumer d

In 2025, retail tissue in Ecuador recorded minimal growth, with retail value sales increasing by just 1% in current terms to reach USD234 million. This limited expansion was primarily driven by consumers prioritising affordability, which played a key role in shaping sales growth, brand performance, and retail channel trends.

In 2025, baby and child-specific products in Ecuador experienced an overall slight decline in retail value sales, reaching USD74 million, down by 3% compared to 2024. This underperformance is largely driven by the decline in baby wipes, the largest category in baby and child-specific products, which faces intensified competition from the informal market, resulting in oversupply, heavy promotions and consequent value erosion. This dynamic suppresses growth despite parents’ willingness to spend mo

Retail adult incontinence in Ecuador demonstrated moderate growth in 2025, with retail current value totalling USD48.4 million, an increase of 5% compared to the prior year. Moderate/heavy adult incontinence remained the largest category by retail value, contributing USD46.5 million (compared to USD1.8 million for light adult incontinence), driven by sustained demand from older and more dependent consumers. This category's dominance is reinforced by the growth in Ecuador’s older population, whic

In 2025, mass beauty and personal care in Ecuador demonstrated robust growth, achieving a retail sales value of USD1,296 million, reflecting a growth of 4% from 2024. This growth, although positive, is more moderate compared to the preceding years, indicating a maturing market dynamic. Ecuador's market sustains steady expansion amid economic factors such as a real GDP growth of 3% and a relatively low inflation rate of 1%, supporting consumer purchasing power.

In 2025, premium beauty and personal care in Ecuador demonstrated robust performance, reaching a retail sales value of USD88 million, reflecting an 8% growth from the previous year. This growth rate notably surpasses the modest real GDP growth of 3% for Ecuador in 2025, indicating the category's resilience and strong consumer demand despite broader economic conditions. Ecuador's premium segment is carving a distinct path, underpinned by consumers' increasing willingness to invest in high-quality

Home care in Ecuador exhibited a flat performance in 2025, with mixed performances across various categories. Despite economic pressures, consumers continued to prioritise hygiene, functionality, and comfort in their homes, driven by a median disposable income per household of USD11,899 and an urban population of 11.5 million. The market's attractiveness stems from its potential for growth, particularly in categories offering premium or specialised products, with home care forecast to record cur

Bleach in Ecuador experienced a decline in both retail volume and value sales in 2025, attributed to local consumers moving away from using bleach for laundry and cleaning floors as frequently as before. Instead, they are shifting towards specialised fabric care products and targeted cleaning solutions. This shift reflects a broader trend towards convenience and products with specific benefits such as pleasant fragrances or multifunctionality.

In 2025, polishes in Ecuador recorded a flat volume performance, while retail value reached USD20.5 million, representing 4% growth. This was driven mainly by price adjustments across categories rather than by increased demand. There was limited marketing activity, innovation, or consumer engagement from leading players. Furniture polish was the largest category in 2025, reaching USD11.2 million in 2025, with a growth rate of 6%. Local consumers continued to make essential purchases in this cate