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Consumer Health in
Ecuador

Country Report

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Executive Summary

Oct 2019
Stable consumer health growth fuelled by shift towards self-medication

Consumer health in Ecuador continues to see conservative growth, with sales being led by vitamins and dietary supplements. However, growth in 2019 was below the review period CAGR in current value terms, with the mass consumption and service industries facing an economic recession since 2016.

Health and wellness trend boosting interest in consumer health products

Although consumer health has seen constant growth over the last 10 years, the economic contraction in 2016 resulted in more moderate growth. With the recent improvement in the economy and confidence boosting government measures, consumer health has also seen a small recovery in terms of current value growth.

Strategic alliances ensure international companies continue to lead sales

Although local companies increased their offer and production over the last few years of the review period, international companies continue to lead consumer health sales. Many consumers have switched from imports to local production in order to become more competitive as some import restrictions remain in place.

Demand for convenience fuels ongoing shift towards internet retailing

Consumer health sales are largely concentrated in chemists/pharmacies and drugstores/parapharmacies for OTC and vitamins, while direct selling is popular for dietary supplements, sports nutrition and weight management and wellbeing. Other healthcare specialist retailers is also an important sales channel, especially in the country’s largest cities, such as Quito and Guayaquil, where these stores are present in large shopping centres.

Growing concerns over side effects partly behind slower projected growth

OTC medicines are expected to see slower value growth over the forecast period. Nevertheless, some areas such as meal replacement, dietary supplements, and herbal/traditional products will continue to perform strongly.

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Consumer Health in Ecuador

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Health 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 Consumer Health 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:

The Consumer Health 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 Consumer Health in Ecuador?
  • What are the major brands in Ecuador?
  • What are the main trends in OTC Healthcare?

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 Consumer Health market research database.

Consumer Health in Ecuador

EXECUTIVE SUMMARY

Stable consumer health growth fuelled by shift towards self-medication
Health and wellness trend boosting interest in consumer health products
Strategic alliances ensure international companies continue to lead sales
Demand for convenience fuels ongoing shift towards internet retailing
Growing concerns over side effects partly behind slower projected growth

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 2 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2014-2019
Table 4 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 6 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 7 Distribution of Consumer Health by Format: % Value 2014-2019
Table 8 Distribution of Consumer Health by Format and Category: % Value 2019
Table 9 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
Summary 1 OTC: Switches 2018-2019

SOURCES

Summary 2 Research Sources

Analgesics in Ecuador

HEADLINES

PROSPECTS

Consumers continue to opt for well-established brands
Sales negatively impacted by rising awareness of side effects of painkillers
Rising safety awareness fuels demand for topical analgesics

COMPETITIVE LANDSCAPE

Bayer benefits from wide portfolio and extensive distribution
International brands boosted by reputation for quality and wide portfolios
Strong competition from more affordable generics

CATEGORY DATA

Table 11 Sales of Analgesics by Category: Value 2014-2019
Table 12 Sales of Analgesics by Category: % Value Growth 2014-2019
Table 13 NBO Company Shares of Analgesics: % Value 2015-2019
Table 14 LBN Brand Shares of Analgesics: % Value 2016-2019
Table 15 Forecast Sales of Analgesics by Category: Value 2019-2024
Table 16 Forecast Sales of Analgesics by Category: % Value Growth 2019-2024

Cough, Cold and Allergy (Hay Fever) Remedies in Ecuador

HEADLINES

PROSPECTS

Sales remain highly dependent upon government restrictions
High level of self-medication boosts OTC sales
Shift to natural alternatives represents threat to sales

COMPETITIVE LANDSCAPE

Natural positioning increasingly key to success
Demand boosted by changing environmental and climate factors
Wide and high quality product portfolios ensure international brands lead sales

CATEGORY DATA

Table 17 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2014-2019
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2014-2019
Table 19 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2015-2019
Table 20 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2019
Table 21 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2019-2024
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2019-2024

Dermatologicals in Ecuador

HEADLINES

PROSPECTS

Recommendations and word of mouth promotion key to boosting sales
Local companies threatened by removal of import restrictions
Social stigma continues to limit demand

COMPETITIVE LANDSCAPE

Strong distribution and reputation for quality key to attracting consumers
Growing competition from cheaper local brands
Advertising and innovation expected to boost demand

CATEGORY DATA

Table 23 Sales of Dermatologicals by Category: Value 2014-2019
Table 24 Sales of Dermatologicals by Category: % Value Growth 2014-2019
Table 25 NBO Company Shares of Dermatologicals: % Value 2015-2019
Table 26 LBN Brand Shares of Dermatologicals: % Value 2016-2019
Table 27 Forecast Sales of Dermatologicals by Category: Value 2019-2024
Table 28 Forecast Sales of Dermatologicals by Category: % Value Growth 2019-2024

Dietary Supplements in Ecuador

HEADLINES

PROSPECTS

Growth opportunities for segmented groups
Shift to herbal/traditional dietary supplements continues in line with natural trend
Struggling economy continues to limit growth

COMPETITIVE LANDSCAPE

Direct sellers continue to lead sales despite pressure from local retail brands
Communication key to attracting consumers in highly fragmented category
Retailers focus on discounting to entice price sensitive shoppers

CATEGORY DATA

Table 29 Sales of Dietary Supplements by Category: Value 2014-2019
Table 30 Sales of Dietary Supplements by Category: % Value Growth 2014-2019
Table 31 Sales of Dietary Supplements by Positioning: % Value 2014-2019
Table 32 NBO Company Shares of Dietary Supplements: % Value 2015-2019
Table 33 LBN Brand Shares of Dietary Supplements: % Value 2016-2019
Table 34 Forecast Sales of Dietary Supplements by Category: Value 2019-2024
Table 35 Forecast Sales of Dietary Supplements by Category: % Value Growth 2019-2024

Digestive Remedies in Ecuador

HEADLINES

PROSPECTS

Health and wellness and preventive health trends threaten sales
Modern lifestyle trends fuelling dynamic growth within laxatives
Growing competition from traditional/herbal products

COMPETITIVE LANDSCAPE

Wide portfolio and distribution key to success
Strong competition from well-established and positioned Bayer and Quifatex brands
Focus on portfolio diversification to attract consumers

CATEGORY DATA

Table 36 Sales of Digestive Remedies by Category: Value 2014-2019
Table 37 Sales of Digestive Remedies by Category: % Value Growth 2014-2019
Table 38 NBO Company Shares of Digestive Remedies: % Value 2015-2019
Table 39 LBN Brand Shares of Digestive Remedies: % Value 2016-2019
Table 40 Forecast Sales of Digestive Remedies by Category: Value 2019-2024
Table 41 Forecast Sales of Digestive Remedies by Category: % Value Growth 2019-2024

Herbal/Traditional Products in Ecuador

HEADLINES

PROSPECTS

Producers reacting to growing demand for more natural alternatives
Consumers increasingly looking to steer clear of potential side effects
Sales of herbal/traditional products supported by legal restrictions

COMPETITIVE LANDSCAPE

Extensive distribution and portfolio key to success of Herbalife del Ecuador
Local players gaining ground with new natural offer
Shift to herbal/traditional products fuelled by concerns over side effects

CATEGORY DATA

Table 42 Sales of Herbal/Traditional Products: Value 2014-2019
Table 43 Sales of Herbal/Traditional Products: % Value Growth 2014-2019
Table 44 NBO Company Shares of Herbal/Traditional Products: % Value 2015-2019
Table 45 LBN Brand Shares of Herbal/Traditional Products: % Value 2016-2019
Table 46 Forecast Sales of Herbal/Traditional Products: Value 2019-2024
Table 47 Forecast Sales of Herbal/Traditional Products: % Value Growth 2019-2024

Paediatric Consumer Health in Ecuador

HEADLINES

PROSPECTS

Removal of government restrictions key to long term growth prospects
Rising incidence of allergies fuelling demand for paediatric allergy remedies
Improving economy set to boost paediatric vitamins and dietary supplements sales

COMPETITIVE LANDSCAPE

Attractive properties of Destin brand ensure Johnson & Johnson leads sales
Well-established international brands with high quality images lead sales
Growing pressure from price competitive domestic players

CATEGORY DATA

Table 48 Sales of Paediatric Consumer Health by Category: Value 2014-2019
Table 49 Sales of Paediatric Consumer Health by Category: % Value Growth 2014-2019
Table 50 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2016-2019
Table 51 Forecast Sales of Paediatric Consumer Health by Category: Value 2019-2024
Table 52 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2019-2024

Sports Nutrition in Ecuador

HEADLINES

PROSPECTS

Rising health awareness and sports participation rates boosting demand
Sales limited by lack of awareness among consumers
New innovative products required to stimulate consumer interest

COMPETITIVE LANDSCAPE

Direct sellers continue to dominate due to extensive distribution and marketing
Remaining sales highly fragmented over various channels
Growing competition from low price local players

CATEGORY DATA

Table 53 Sales of Sports Nutrition by Category: Value 2014-2019
Table 54 Sales of Sports Nutrition by Category: % Value Growth 2014-2019
Table 55 NBO Company Shares of Sports Nutrition: % Value 2015-2019
Table 56 LBN Brand Shares of Sports Nutrition: % Value 2016-2019
Table 57 Forecast Sales of Sports Nutrition by Category: Value 2019-2024
Table 58 Forecast Sales of Sports Nutrition by Category: % Value Growth 2019-2024

Vitamins in Ecuador

HEADLINES

PROSPECTS

High penetration, but low growth expected
Non-essential image results in price elasticity
Vitamin C continues to dominate despite shift towards segmentation

COMPETITIVE LANDSCAPE

Bayer remains in pole position due to extensive portfolio
Focus on discounts and promotions to attract consumers
New innovative formats to be introduced during forecast period

CATEGORY DATA

Table 59 Sales of Vitamins by Category: Value 2014-2019
Table 60 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 61 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 62 NBO Company Shares of Vitamins: % Value 2015-2019
Table 63 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 64 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 65 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024

Weight Management and Wellbeing in Ecuador

HEADLINES

PROSPECTS

Demand boosted by rising consumer health and wellness awareness
Demand for convenience ensures meal replacement continues to lead sales
Close customer relationships key to attracting consumers

COMPETITIVE LANDSCAPE

Leading players target younger convenience seeking consumers
Investment in innovation and communication key to success
Direct sellers benefit from extensive distribution and sponsorship endorsement

CATEGORY DATA

Table 66 Sales of Weight Management and Wellbeing by Category: Value 2014-2019
Table 67 Sales of Weight Management and Wellbeing by Category: % Value Growth 2014-2019
Table 68 NBO Company Shares of Weight Management and Wellbeing: % Value 2015-2019
Table 69 LBN Brand Shares of Weight Management and Wellbeing: % Value 2016-2019
Table 70 Forecast Sales of Weight Management and Wellbeing by Category: Value 2019-2024
Table 71 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2019-2024

Wound Care in Ecuador

HEADLINES

PROSPECTS

Sales boosted by easing of import restrictions
Active lifestyle trend boosts demand for adhesive bandages
Scope to fuel growth with introduction of new innovative products

COMPETITIVE LANDSCAPE

Local brands lead sales due to lower prices and widespread availability
Generics still unavailable with imported brands leading sales
New innovative ranges targeting sports enthusiasts

CATEGORY DATA

Table 72 Sales of Wound Care by Category: Value 2014-2019
Table 73 Sales of Wound Care by Category: % Value Growth 2014-2019
Table 74 NBO Company Shares of Wound Care: % Value 2015-2019
Table 75 LBN Brand Shares of Wound Care: % Value 2016-2019
Table 76 Forecast Sales of Wound Care by Category: Value 2019-2024
Table 77 Forecast Sales of Wound Care by Category: % Value Growth 2019-2024