Executive Summary

Jun 2019
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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Bath and Shower in Ecuador

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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.

The Bath and Shower in Ecuador market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Bath and Shower in Ecuador?
  • What are the major brands in Ecuador?
  • How are sales of private label products evolving?
  • What is the importance of intimate washes in the overall category context?

Why buy this report?

  • 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

This industry report originates from Passport, our Beauty and Personal Care market research database.

Bath and Shower in Ecuador - Category analysis

HEADLINES

PROSPECTS

Consumers adopt liquid soap a regular purchase
Surrounded by consumer stigma, antibacterial soap losing relevance
Improved awareness of feminine hygiene increases category sales

COMPETITIVE LANDSCAPE

Colgate-Palmolive de Ecuador leads bath and shower
Liquid soap enters traditional retailers with low-priced offers
Mass brands become more sophisticated

CATEGORY DATA

Table 1 Sales of Bath and Shower by Category: Value 2013-2018
Table 2 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 3 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 5 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 6 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 7 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 8 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in Ecuador - Industry Overview

EXECUTIVE SUMMARY

Beauty and personal care records low value growth in 2018
After becoming more optimistic about the economy in 2017, consumers are wary of spending, as future is uncertain
International brands lead sales, but domestic brands increase their shares
Multiple benefits and natural components leading new product development trends
Slow growth expected for forecast period

MARKET DATA

Table 9 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 10 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 11 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 12 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 14 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 15 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 17 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 18 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources