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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 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.
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.
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.
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.
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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Overview
Discover the latest market trends and uncover sources of future market growth for the Bath and Shower industry in Ecuador with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Bath and Shower industry in Ecuador, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Beauty and Personal Care market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.