Bath and Shower in Ecuador

PROSPECTS

Consumers adopt liquid soap as part of their regular purchases

Liquid soap is gaining in relevance among low- to mid-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 among independent small grocers, pushing it to higher consumption.

Antibacterial soap losing relevance surrounded by consumer stigma

Bar soap is traditionally highly oriented 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 among women. Brand choice is influenced by a doctor’s recommendation or word of mouth among family and friends.

COMPETITIVE LANDSCAPE

Colgate-Palmolive de Ecuador leads bath and shower

Colgate-Palmolive led bath and shower in 2017, with its main brands Protex and Palmolive. Both are strongly positioned as they have specific consumer targets and offer a wide variety.

Avon enters bar soap in 2017

In 2017, Productos Avon Ecuador launched bar soap under two product lines, Avon Encanto and Avon Naturals. Its products are fruit and herbal scented, with modern shapes and bright colours.

Liquid soap enters traditional retailers with low-priced offers

Small liquid soap brands entered traditional grocery retailers in 2016 and 2017, with low-price offers, affordable packaging such as doypack, and increased distribution, as it is now present in independent small grocers, in which it was not previously present during the review period.

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