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Beauty and Personal Care in
Ecuador

Country Report

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Executive Summary

Jun 2019
Beauty and personal care records low value growth in 2018

In 2018, value sales of beauty and personal care continued to rise, albeit at a slightly slower pace than that seen over the previous year. Premium beauty and personal care saw higher value growth, which turned positive for the first time in five years, as consumers seemed more comfortable with increasing their purchases given that the economy was increasingly stable compared with what it was in 2016.

After becoming more optimistic about the economy in 2017, consumers are wary of spending, as future is uncertain

Even though consumers were willing to spend more in 2017 and volume sales showed positive movement, value growth amongst most beauty and personal care categories remained low in comparison to previous years. During 2018, optimism amongst consumers about the economy waned, as they realised that economic conditions were not as good as expected.

International brands lead sales, but domestic brands increase their shares

Although international brands continued to lead beauty and personal care in Ecuador, domestic brands’ value shares increased, especially in bath and shower, oral care and hair care, due to a wider offer focussed on economy products and lower-priced packaging such as doypacks. New economy brands, with higher content packaging, are focussing their distribution amongst supermarkets and amongst small grocery retailers in the traditional channel, which is important in terms of increasing quantity and nationwide reach.

Multiple benefits and natural components leading new product development trends

Consumers are demanding multifunctional products, for two reasons. One is the lack of time that the general population has been experiencing in a highly demanding working environment in all economic groups; another reason is the desire to save money.

Slow growth expected for forecast period

Beauty and personal care is forecast to see conservative value growth during forecast period, driven by a still uncertain economic future and conservative companies taking care of their costs and margins. Nevertheless, there will be room for growth driven by innovation within premium and mass categories, the entrance of imported brands coming from the EU resulting from the commercial agreement that started in 2017 and the continued introduction of new lines.

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Beauty and Personal Care in Ecuador

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Overview

Discover the latest market trends and uncover sources of future market growth for the Beauty and Personal Care 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 Beauty and Personal Care industry in Ecuador, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Ecuador for free (where applicable):

The Beauty and Personal Care 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 Beauty and Personal Care in Ecuador?
  • What are the major brands in Ecuador?
  • How are sales of mass versus premium beauty products evolving?
  • What are the key shifts in retail channel distribution?

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.

Beauty and Personal Care in Ecuador

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 1 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Men's Grooming in Ecuador

HEADLINES

PROSPECTS

Mass men’s fragrances recover sales
Men continue to search for standard beauty and personal care products
Women are the main purchasers of men’s grooming products, but that is beginning to change

COMPETITIVE LANDSCAPE

Unilever leads men’s grooming
Ecuabic leads men’s shaving
Men’s grooming marketing efforts focus on traditional categories

CATEGORY DATA

Table 11 Sales of Men’s Grooming by Category: Value 2013-2018
Table 12 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 13 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 14 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 15 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 16 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 17 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 18 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 19 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Oral Care in Ecuador

HEADLINES

PROSPECTS

Consumers search for a wide variety of oral care attributes
Toothpaste remains the most popular oral care product
Consumers associate oral care with health more than with beauty

COMPETITIVE LANDSCAPE

Domestic brands increasingly relevant
Colgate-Palmolive leads oral care
Private label expected to rise

CATEGORY DATA

Table 20 Sales of Oral Care by Category: Value 2013-2018
Table 21 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 22 Sales of Toothbrushes by Category: Value 2013-2018
Table 23 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 24 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 25 NBO Company Shares of Oral Care: % Value 2014-2018
Table 26 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 27 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 28 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 29 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 30 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

Premium Beauty and Personal Care in Ecuador

HEADLINES

PROSPECTS

Premium beauty and personal care products sees higher sales growth than mass products do in 2018
Premium fragrances lead premium product sales
Premium offer increases natural and organic products

COMPETITIVE LANDSCAPE

Las Fragancias focusses efforts on recovering sales of fragrances
Commercial agreement with EU boosting offer of new brands in premium categories
Promotion and seasonality are keys to sales peaks

CATEGORY DATA

Table 31 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
Table 32 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 33 NBO Company Shares of Premium Beauty and Personal Care: % Value 2014-2018
Table 34 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-2018
Table 35 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 36 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Skin Care in Ecuador

HEADLINES

PROSPECTS

Skin care consumers looking for preventative products
Facial cleansers and moisturisers drive growth
Consumers of mass body care search for lower-priced offers

COMPETITIVE LANDSCAPE

Yanbal leads with a wide range of skin care products
Avon leads body care with a mid-price strategy
Main brands offering mid-priced skin care options

CATEGORY DATA

Table 37 Sales of Skin Care by Category: Value 2013-2018
Table 38 Sales of Skin Care by Category: % Value Growth 2013-2018
Table 39 NBO Company Shares of Skin Care: % Value 2014-2018
Table 40 LBN Brand Shares of Skin Care: % Value 2015-2018
Table 41 LBN Brand Shares of Premium Skin Care: % Value 2015-2018
Table 42 Forecast Sales of Skin Care by Category: Value 2018-2023
Table 43 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023

Sun Care in Ecuador

HEADLINES

PROSPECTS

Sun care consumption becoming part of daily routine
Premium sun care offers sophisticated benefits
Mass sunscreen increasing formats offer

COMPETITIVE LANDSCAPE

Direct sellers lose value share to leading players in 2018
Low-priced sachet sunscreen increases relevance amongst traditional retailers
Innovation expected to come from premium players

CATEGORY DATA

Table 44 Sales of Sun Care by Category: Value 2013-2018
Table 45 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 46 Sales of Sun Care by Premium vs Mass: % Value 2013-2018
Table 47 NBO Company Shares of Sun Care: % Value 2014-2018
Table 48 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 49 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 50 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023
Table 51 Forecast Sales of Sun Care by Premium vs Mass: % Value 2018-2023

Baby and Child-Specific Products in Ecuador

HEADLINES

PROSPECTS

Increasing awareness of sun protection’s importance amongst consumers
Lowest income segments attracted to the category
Baby wipes used for multiple purposes

COMPETITIVE LANDSCAPE

Johnson & Johnson del Ecuador leads category
Direct sellers place great emphasis on baby and child-specific products
Baby wipes players increasing affordable offer to gain penetration

CATEGORY DATA

Table 52 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 53 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 54 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 55 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 56 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 57 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2015-2018
Table 58 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 59 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 60 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Bath and Shower in Ecuador

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 61 Sales of Bath and Shower by Category: Value 2013-2018
Table 62 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 63 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 64 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 65 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 66 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 67 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 68 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Colour Cosmetics in Ecuador

HEADLINES

PROSPECTS

Prices of colour cosmetics related to product quality, as consumers increasingly look for added benefits in higher-priced offers
Direct selling impacted by increasing offer of low-priced store-based brands
Cautious consumers prefer basic products and colours

COMPETITIVE LANDSCAPE

Yanbal Ecuador leads colour cosmetics
Economy brands increase participation
Selfies, social media and bloggers strongly influencing profiles of brands and players

CATEGORY DATA

Table 69 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 70 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 71 Sales of Colour Cosmetics by Premium vs Mass: % Value 2013-2018
Table 72 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 73 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 74 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 75 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 76 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
Table 77 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2018-2023

Deodorants in Ecuador

HEADLINES

PROSPECTS

Consumers looking for affordable options
Low-income consumers increase deodorants use
Sticks and sprays continue to gain in relevance amongst consumers

COMPETITIVE LANDSCAPE

Unilever Andina leads deodorants
Strong mass media advertising key tool for deodorants
Low offer of private label and premium brands

CATEGORY DATA

Table 78 Sales of Deodorants by Category: Value 2013-2018
Table 79 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 80 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 81 NBO Company Shares of Deodorants: % Value 2014-2018
Table 82 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 83 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 84 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 85 Forecast Sales of Deodorants by Premium vs Mass: % Value 2018-2023

Depilatories in Ecuador

HEADLINES

PROSPECTS

Increasing offer amongst main channels boosts sales of depilatories
Permanent depilation does not represent a threat to category
Depilation with razors and blades is the preferred option

COMPETITIVE LANDSCAPE

Industrias Ales leads depilatories
Low distribution for women’s depilatories
New participants expected to enter during the forecast period

CATEGORY DATA

Table 86 Sales of Depilatories by Category: Value 2013-2018
Table 87 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 88 NBO Company Shares of Depilatories: % Value 2014-2018
Table 89 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 90 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 91 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Fragrances in Ecuador

HEADLINES

PROSPECTS

Mass fragrances drive category
Consumers are nesting to reduce out-of-home expenses
Fragrances sales move through the direct selling channel

COMPETITIVE LANDSCAPE

Yanbal Ecuador leads fragrances
Las Fragancias leads premium fragrances
Commercial agreement with the EU draws a more optimistic scenario for fragrances

CATEGORY DATA

Table 92 Sales of Fragrances by Category: Value 2013-2018
Table 93 Sales of Fragrances by Category: % Value Growth 2013-2018
Table 94 NBO Company Shares of Fragrances: % Value 2014-2018
Table 95 LBN Brand Shares of Fragrances: % Value 2015-2018
Table 96 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
Table 97 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
Table 98 Forecast Sales of Fragrances by Category: Value 2018-2023
Table 99 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023

Hair Care in Ecuador

HEADLINES

PROSPECTS

Low-income consumers demand packaging with higher content
Specific value products for middle- and high-income consumers
Higher demand for salon professional hair care products

COMPETITIVE LANDSCAPE

Procter & Gamble brands lead highly fragmented landscape
Private label increasingly relevant, with standard shampoo dominated by retail
Organic products expected to become more relevant over the forecast period

CATEGORY DATA

Table 100 Sales of Hair Care by Category: Value 2013-2018
Table 101 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 102 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 103 NBO Company Shares of Hair Care: % Value 2014-2018
Table 104 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 105 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 106 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 107 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 108 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 109 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 110 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Mass Beauty and Personal Care in Ecuador

HEADLINES

PROSPECTS

Conservative consumers, late trend adopters
Consumers concerned with holistic personal care, taking care of their bodies and health
Natural ingredients are increasing demand

COMPETITIVE LANDSCAPE

Direct sellers lead mass beauty and personal care
Yanbal is the mass beauty and personal care leader
Internet retailing expected to increase relevance during forecast period

CATEGORY DATA

Table 111 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 112 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 113 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 114 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 115 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 116 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023