Bath and Shower in Ecuador

PRE-COVID-19 PERFORMANCE

Consumers become interested in a wider range of bath and shower products

Towards the end of the review period, consumers began to pay attention to a wider range of products in bath and shower beyond the traditionally dominant category of bar soap. One concept that has gained ground in recent years is energising shower gel, with these products gaining attention among both men and women and brands responding with new launches.

Domestic products perform well as direct selling gains ground

Domestic brands have a presence in bath and shower, with players such as Laboratorios Beautik SA offering refreshing gels and lotions under brands such as Amazon and Beautik. These products are becoming increasingly popular as they represent good value for money and respond to the demands of local consumers.

Key players focus on packaging to attract more sophisticated consumers

With demand for bath and shower becoming increasingly sophisticated towards the end of the review period, some of the category’s leading players looked to improve the image of their brands and products. For instance, improvements were made to the packaging of many products to help them stand out on retail shelves.

2020 AND BEYOND

COVID-19 impact

Sales of bath and shower are now expected to grow by 3% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This is an improvement on the expected 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within bath and shower

With the COVID-19 situation bringing sanitation and personal hygiene into sharp focus during the second quarter of 2020, local beauty and personal care player Laboratorios Beautik reassigned its production lines for fragrances, skin care, soap and hair care to the production of essential toiletries. This resulted in an intensification and expansion of manufacturing of liquid soap, with many new products offering sanitising functions.

Recovery and opportunities

With bath and shower not having been negatively affected by the COVID-19 pandemic during 2020, the category is expected to continue registering moderate positive sales growth over the forecast period. With sales of bath gel dominated by essential products for daily use, sales growth is likely to focus on value-added products that have natural positioning and/or premium fragrances and cents.

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