Bath and Shower in Ecuador

PROSPECTS

Consumers adopt liquid soap a regular purchase

Liquid soap is gaining in relevance amongst low- to middle-income consumers, as the category has an increasing offer of low-priced brands entering the main retailers. Traditionally a retail category, liquid soap has increased distribution amongst independent small grocers, pushing it to higher consumption.

Surrounded by consumer stigma, antibacterial soap losing relevance

Bar soap is traditionally highly orientated towards antibacterial products. However, this trend is slowly migrating to products with hydration and natural components.

Improved awareness of feminine hygiene increases category sales

Intimate wipes is growing due to increasing awareness of intimate hygiene amongst women. Brand choice is influenced by a doctor’s recommendation or word of mouth amongst family and friends.

COMPETITIVE LANDSCAPE

Colgate-Palmolive de Ecuador leads bath and shower

Colgate-Palmolive maintained constant leadership amongst bath and shower in 2018, with its main brands Protex and Palmolive. Both are strongly positioned as they have specific consumer targets and offer a wide variety of products.

Liquid soap enters traditional retailers with low-priced offers

Small liquid soap brands have been entering traditional grocery retailers since 2016. They increased their shelf space and relevance during 2018 with low-price offers, affordable packaging such as doypacks and increased distribution.

Mass brands become more sophisticated

Mass products lead bath and shower sales. One of their main strategies is to follow premium products’ innovations, with new concepts, functional and natural ingredients, and a constant fragrance/flavour rotation, with products that emulate them.

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