Beauty and Personal Care in Ecuador

Beauty and Personal Care in Ecuador

EXECUTIVE SUMMARY

Beauty and personal care records low value growth in 2017

Nesting trend influences various beauty and personal care products

International brands lead sales, domestic brands increase their share

Multi-benefit and natural components leading new product development trends

Conservative forecast driven by uncertain future of economic and political scenarios

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2012-2017
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2014-2017
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2012-2017
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2012-2017
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in Ecuador

HEADLINES

PROSPECTS

Increasing awareness of sun protection’s importance among consumers

Constant search for value products and promotions impacting main categories

Lowest income segments enter category

COMPETITIVE LANDSCAPE

Johnson & Johnson del Ecuador leads category

Direct sellers place great on baby and child-specific products

Private label increases offer

CATEGORY DATA

Table 11 Sales of Baby and Child-specific Products by Category: Value 2012-2017
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2012-2017
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2012-2017
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2013-2017
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2014-2017
Table 16 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2014-2017
Table 17 Forecast Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 18 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 19 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022

Bath and Shower in Ecuador

HEADLINES

PROSPECTS

Consumers adopt liquid soap as part of their regular purchases

Antibacterial soap losing relevance surrounded by consumer stigma

Improved awareness of feminine hygiene increases category sales

COMPETITIVE LANDSCAPE

Colgate-Palmolive de Ecuador leads bath and shower

Avon enters bar soap in 2017

Liquid soap enters traditional retailers with low-priced offers

CATEGORY DATA

Table 20 Sales of Bath and Shower by Category: Value 2012-2017
Table 21 Sales of Bath and Shower by Category: % Value Growth 2012-2017
Table 22 Sales of Bath and Shower by Premium vs Mass: % Value 2012-2017
Table 23 NBO Company Shares of Bath and Shower: % Value 2013-2017
Table 24 LBN Brand Shares of Bath and Shower: % Value 2014-2017
Table 25 LBN Brand Shares of Premium Bath and Shower: % Value 2014-2017
Table 26 Forecast Sales of Bath and Shower by Category: Value 2017-2022
Table 27 Forecast Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 28 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022

Colour Cosmetics in Ecuador

HEADLINES

PROSPECTS

Consumers feel confident in increasing purchases, especially during year’s second half

Direct selling impacted by increasing offer of low-priced store-based brands

Base colours with high preference among cautious consumers

COMPETITIVE LANDSCAPE

Yanbal Ecuador leads colour cosmetics

Economy brands increase participation

Multifunctional cosmetics increase offer

CATEGORY DATA

Table 29 Sales of Colour Cosmetics by Category: Value 2012-2017
Table 30 Sales of Colour Cosmetics by Category: % Value Growth 2012-2017
Table 31 Sales of Colour Cosmetics by Premium vs Mass: % Value 2012-2017
Table 32 NBO Company Shares of Colour Cosmetics: % Value 2013-2017
Table 33 LBN Brand Shares of Colour Cosmetics: % Value 2014-2017
Table 34 LBN Brand Shares of Premium Colour Cosmetics: % Value 2014-2017
Table 35 Forecast Sales of Colour Cosmetics by Category: Value 2017-2022
Table 36 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 37 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2017-2022

Deodorants in Ecuador

HEADLINES

PROSPECTS

Consumers looking for affordable options

Low-income consumers increase deodorants use

Sticks and sprays continue to gain in relevance among consumers

COMPETITIVE LANDSCAPE

Unilever Andina leads deodorants

Strong mass media advertising key tool for deodorants

Clinical deodorants and natural ingredients increase offer

CATEGORY DATA

Table 38 Sales of Deodorants by Category: Value 2012-2017
Table 39 Sales of Deodorants by Category: % Value Growth 2012-2017
Table 40 Sales of Deodorants by Premium vs Mass: % Value 2012-2017
Table 41 NBO Company Shares of Deodorants: % Value 2013-2017
Table 42 LBN Brand Shares of Deodorants: % Value 2014-2017
Table 43 Forecast Sales of Deodorants by Category: Value 2017-2022
Table 44 Forecast Sales of Deodorants by Category: % Value Growth 2017-2022
Table 45 Forecast Sales of Deodorants by Premium vs Mass: % Value 2017-2022

Depilatories in Ecuador

HEADLINES

PROSPECTS

Women continue to use men’s razors

Among certain groups, depilation it is still perceived as unnecessary

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 forecast period

CATEGORY DATA

Table 46 Sales of Depilatories by Category: Value 2012-2017
Table 47 Sales of Depilatories by Category: % Value Growth 2012-2017
Table 48 NBO Company Shares of Depilatories: % Value 2013-2017
Table 49 LBN Brand Shares of Depilatories: % Value 2014-2017
Table 50 Forecast Sales of Depilatories by Category: Value 2017-2022
Table 51 Forecast Sales of Depilatories by Category: % Value Growth 2017-2022

Fragrances in Ecuador

HEADLINES

PROSPECTS

Consumers search for personalised products

Nesting among consumers to reduce out of home expenses

Lack of popularity for unisex fragrances

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 52 Sales of Fragrances by Category: Value 2012-2017
Table 53 Sales of Fragrances by Category: % Value Growth 2012-2017
Table 54 NBO Company Shares of Fragrances: % Value 2013-2017
Table 55 LBN Brand Shares of Fragrances: % Value 2014-2017
Table 56 LBN Brand Shares of Premium Men's Fragrances: % Value 2014-2017
Table 57 LBN Brand Shares of Premium Women's Fragrances: % Value 2014-2017
Table 58 Forecast Sales of Fragrances by Category: Value 2017-2022
Table 59 Forecast Sales of Fragrances by Category: % Value Growth 2017-2022

Hair Care in Ecuador

HEADLINES

PROSPECTS

Higher content packaging demanded by low-income consumers

Specific value products for mid- and high-income consumers

Mainstream consumers are migrating from salon to home hair care

COMPETITIVE LANDSCAPE

Highly fragmented landscape led by Procter & Gamble brands

Salon professional hair care increasing in popularity

Private label increases in relevance; standard shampoo dominated by retail

CATEGORY DATA

Table 60 Sales of Hair Care by Category: Value 2012-2017
Table 61 Sales of Hair Care by Category: % Value Growth 2012-2017
Table 62 Sales of Hair Care by Premium vs Mass: % Value 2012-2017
Table 63 NBO Company Shares of Hair Care: % Value 2013-2017
Table 64 LBN Brand Shares of Hair Care: % Value 2014-2017
Table 65 NBO Company Shares of Salon Professional Hair Care: % Value 2013-2017
Table 66 LBN Brand Shares of Salon Professional Hair Care: % Value 2014-2017
Table 67 LBN Brand Shares of Premium Hair Care: % Value 2014-2017
Table 68 Forecast Sales of Hair Care by Category: Value 2017-2022
Table 69 Forecast Sales of Hair Care by Category: % Value Growth 2017-2022
Table 70 Forecast Sales of Hair Care by Premium vs Mass: % Value 2017-2022

Mass Beauty and Personal Care in Ecuador

HEADLINES

PROSPECTS

Conservative consumers, late trend adopters

Consumers concerned with personal image, taking care of their bodies and health

Consumers searching for multifunctional products

COMPETITIVE LANDSCAPE

Yanbal leads mass beauty and personal care

Direct sellers recovering from contraction in 2016

Brand communication increase investment in digital media

CATEGORY DATA

Table 71 Sales of Mass Beauty and Personal Care by Category: Value 2012-2017
Table 72 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 73 NBO Company Shares of Mass Beauty and Personal Care: % Value 2013-2017
Table 74 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2014-2017
Table 75 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 76 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022

Men's Grooming in Ecuador

HEADLINES

PROSPECTS

Mass men’s fragrances recover

Men continue to search for standard beauty and personal care products

Men’s grooming mainly purchased by women

COMPETITIVE LANDSCAPE

Unilever leads men’s grooming

Ecuabic leads men’s shaving

Men’s grooming marketing efforts focused on traditional categories

CATEGORY DATA

Table 77 Sales of Men’s Grooming by Category: Value 2012-2017
Table 78 Sales of Men’s Grooming by Category: % Value Growth 2012-2017
Table 79 Sales of Men's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 80 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2017
Table 81 NBO Company Shares of Men’s Grooming: % Value 2013-2017
Table 82 LBN Brand Shares of Men’s Grooming: % Value 2014-2017
Table 83 LBN Brand Shares of Men's Razors and Blades: % Value 2014-2017
Table 84 Forecast Sales of Men’s Grooming by Category: Value 2017-2022
Table 85 Forecast Sales of Men’s Grooming by Category: % Value Growth 2017-2022

Oral Care in Ecuador

HEADLINES

PROSPECTS

A wide variety of attributes are searched by consumers for oral care

Toothpaste remains the most popular oral care product

Oral care has high association with health rather than beauty among consumers

COMPETITIVE LANDSCAPE

Domestic brands increasing in relevance

Colgate-Palmolive leads oral care

Private label expected to rise

CATEGORY DATA

Table 86 Sales of Oral Care by Category: Value 2012-2017
Table 87 Sales of Oral Care by Category: % Value Growth 2012-2017
Table 88 Sales of Toothbrushes by Category: Value 2012-2017
Table 89 Sales of Toothbrushes by Category: % Value Growth 2012-2017
Table 90 Sales of Toothpaste by Type: % Value Breakdown 2013-2017
Table 91 NBO Company Shares of Oral Care: % Value 2013-2017
Table 92 LBN Brand Shares of Oral Care: % Value 2014-2017
Table 93 Forecast Sales of Oral Care by Category: Value 2017-2022
Table 94 Forecast Sales of Oral Care by Category: % Value Growth 2017-2022
Table 95 Forecast Sales of Toothbrushes by Category: Value 2017-2022
Table 96 Forecast Sales of Toothbrushes by Category: % Value Growth 2017-2022

Premium Beauty and Personal Care in Ecuador

HEADLINES

PROSPECTS

Premium colour cosmetics consumers migrating to mainstream products

Premium fragrances limit consumption

Limited offer of premium categories driven by import restrictions

COMPETITIVE LANDSCAPE

Las Fragancias focuses efforts on recovering sales of fragrances

Commercial agreement with the EU drawing a more optimistic scenario for the category

CATEGORY DATA

Table 97 Sales of Premium Beauty and Personal Care by Category: Value 2012-2017
Table 98 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 99 NBO Company Shares of Premium Beauty and Personal Care: % Value 2013-2017
Table 100 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2014-2017
Table 101 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 102 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022

Skin Care in Ecuador

HEADLINES

PROSPECTS

Skin care consumers looking for preventative products

Skin care growth driven by facial cleansers and moisturisers

Mass body care consumers search for lower-priced offers

COMPETITIVE LANDSCAPE

Yanbal leads with a wide range of skin care products

With a mid-price strategy Avon leads body care

Main brands offering mid-priced skin care options

CATEGORY DATA

Table 103 Sales of Skin Care by Category: Value 2012-2017
Table 104 Sales of Skin Care by Category: % Value Growth 2012-2017
Table 105 NBO Company Shares of Skin Care: % Value 2013-2017
Table 106 LBN Brand Shares of Skin Care: % Value 2014-2017
Table 107 LBN Brand Shares of Premium Skin Care: % Value 2014-2017
Table 108 Forecast Sales of Skin Care by Category: Value 2017-2022
Table 109 Forecast Sales of Skin Care by Category: % Value Growth 2017-2022

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 seller Transbel leads sun care

Yanbal gaining share with total block

Low-priced sachet sunscreen enters traditional retailers

CATEGORY DATA

Table 110 Sales of Sun Care by Category: Value 2012-2017
Table 111 Sales of Sun Care by Category: % Value Growth 2012-2017
Table 112 Sales of Sun Care by Premium vs Mass: % Value 2012-2017
Table 113 NBO Company Shares of Sun Care: % Value 2013-2017
Table 114 LBN Brand Shares of Sun Care: % Value 2014-2017
Table 115 Forecast Sales of Sun Care by Category: Value 2017-2022
Table 116 Forecast Sales of Sun Care by Category: % Value Growth 2017-2022
Table 117 Forecast Sales of Sun Care by Premium vs Mass: % Value 2017-2022

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