Consumer Health in Ecuador

Consumer Health in Ecuador

EXECUTIVE SUMMARY

COVID-19 impact on consumer health

COVID-19 country impact

Company response

Retailing shift

What next for consumer health?

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2015-2020
Table 2 Life Expectancy at Birth 2015-2020

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2015-2020
Table 4 Sales of Consumer Health by Category: % Value Growth 2015-2020
Table 5 NBO Company Shares of Consumer Health: % Value 2016-2020
Table 6 LBN Brand Shares of Consumer Health: % Value 2017-2020
Table 7 Distribution of Consumer Health by Format: % Value 2015-2020
Table 8 Distribution of Consumer Health by Format and Category: % Value 2020
Table 9 Forecast Sales of Consumer Health by Category: Value 2020-2025
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2020-2025

APPENDIX

OTC registration and classification

Vitamins and dietary supplements registration and classification

Self-medication/self-care and preventive medicine

Switches

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

DEFINITIONS

SOURCES

Summary 1 Research Sources

Analgesics in Ecuador

KEY DATA FINDINGS

2020 IMPACT

Consumers stockpile analgesics, but are likely to finish stockpiles first thereby limiting growth overall and fewer sports injuries reduce sales of topical analgesics in 2020

Analgesics run out thanks to stockpiling but domestic companies able to meet demand thereafter

Companies struggle to stand out, strong competition from more affordable generics continues and aspirin becomes a prescription drug during pandemics

RECOVERY AND OPPORTUNITIES

Stable growth expected thanks to being a familiar category in households

Rising awareness of side effects of painkillers likely to negatively impact sales

Rising safety awareness fuels demand for topical analgesics

CATEGORY DATA

Table 11 Sales of Analgesics by Category: Value 2015-2020
Table 12 Sales of Analgesics by Category: % Value Growth 2015-2020
Table 13 NBO Company Shares of Analgesics: % Value 2016-2020
Table 14 LBN Brand Shares of Analgesics: % Value 2017-2020
Table 15 Forecast Sales of Analgesics by Category: Value 2020-2025
Table 16 Forecast Sales of Analgesics by Category: % Value Growth 2020-2025

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

KEY DATA FINDINGS

2020 IMPACT

Stockpiling in March due to COVID-19 is offset by the use of natural products

Demand for allergy remedies boosted by changing environmental factors and face mask wearing in 2020

Natural positioning increasingly key to success with media investment growing in 2020 as consumers remain loyal to brands

RECOVERY AND OPPORTUNITIES

Zero growth forecast, driven by paediatric allergy remedies and reduced by cough remedies

Shift to natural alternatives threaten sales

Generics likely to boost OTC sales over the forecast period

CATEGORY DATA

Table 17 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2015-2020
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2020
Table 20 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2017-2020
Table 21 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025

Digestive Remedies in Ecuador

KEY DATA FINDINGS

2020 IMPACT

COVID-19 symptoms result in increased sales of digestive remedies in 2020 as consumers stockpile

Functional foods and the health and wellness trends jeopardise sales in 2020

Abbott Laboratorios del Ecuador Cía continues to lead, while natural products attract consumer attention and companies invest in advertising to increase sales in 2020

RECOVERY AND OPPORTUNITIES

Slower growth expected from 2021 as consumer spending patterns normalise over the forecast period

Preventive health trends threaten sales and a focus on portfolio diversification to attract consumers over the forecast period

Growing competition from traditional/herbal products

CATEGORY DATA

Table 23 Sales of Digestive Remedies by Category: Value 2015-2020
Table 24 Sales of Digestive Remedies by Category: % Value Growth 2015-2020
Table 25 NBO Company Shares of Digestive Remedies: % Value 2016-2020
Table 26 LBN Brand Shares of Digestive Remedies: % Value 2017-2020
Table 27 Forecast Sales of Digestive Remedies by Category: Value 2020-2025
Table 28 Forecast Sales of Digestive Remedies by Category: % Value Growth 2020-2025

Dermatologicals in Ecuador

KEY DATA FINDINGS

2020 IMPACT

Dermatologicals negatively impacted by COVID-19 as lockdown is affecting sales of specific categories

Social stigma continues to limit demand in 2020

Little innovation in 2020, while cheaper local brands growing in competition and strong distribution and reputation for quality key to attracting consumers

RECOVERY AND OPPORTUNITIES

Dermatologicals set to return to growth as the economy recovers

Local companies threatened by removal of import restrictions

Technology and communications key, while advertising and innovation expected to boost demand over the forecast period but natural products remain a threat

CATEGORY DATA

Table 29 Sales of Dermatologicals by Category: Value 2015-2020
Table 30 Sales of Dermatologicals by Category: % Value Growth 2015-2020
Table 31 NBO Company Shares of Dermatologicals: % Value 2016-2020
Table 32 LBN Brand Shares of Dermatologicals: % Value 2017-2020
Table 33 Forecast Sales of Dermatologicals by Category: Value 2020-2025
Table 34 Forecast Sales of Dermatologicals by Category: % Value Growth 2020-2025

Wound Care in Ecuador

KEY DATA FINDINGS

2020 IMPACT

Increased growth rate from COVID-19, as people avoid hospitals for fear of contracting the virus

Investment in promotions low as companies focus on point of sale to boost sales

Locally produced brands lead sales in 2020 due to lower prices and widespread availability

RECOVERY AND OPPORTUNITIES

Growth expected to be driven by active people

Sales boosted by easing of import restrictions

Scope to fuel growth with introduction of new innovative products and first aid kits likely to boost category sales over the forecast period

CATEGORY DATA

Table 35 Sales of Wound Care by Category: Value 2015-2020
Table 36 Sales of Wound Care by Category: % Value Growth 2015-2020
Table 37 NBO Company Shares of Wound Care: % Value 2016-2020
Table 38 LBN Brand Shares of Wound Care: % Value 2017-2020
Table 39 Forecast Sales of Wound Care by Category: Value 2020-2025
Table 40 Forecast Sales of Wound Care by Category: % Value Growth 2020-2025

Vitamins in Ecuador

KEY DATA FINDINGS

2020 IMPACT

Vitamin C sees growth early in the pandemic, followed by vitamin B

Multivitamins shift positioning from energy/concentration to immune boosting, while companies focus on greater penetration and struggle to meet demand at the start of the pandemic

Bayer remains in pole position due to extensive portfolio, but private label remains non-existent in 2020

RECOVERY AND OPPORTUNITIES

Growth likely over the forecast period as some new consumers maintain the habit of taking vitamins and main players shift towards segmentation

High penetration, but low growth expected

New innovative formats to be introduced during forecast period

CATEGORY DATA

Table 41 Sales of Vitamins by Category: Value 2015-2020
Table 42 Sales of Vitamins by Category: % Value Growth 2015-2020
Table 43 Sales of Multivitamins by Positioning: % Value 2015-2020
Table 44 NBO Company Shares of Vitamins: % Value 2016-2020
Table 45 LBN Brand Shares of Vitamins: % Value 2017-2020
Table 46 Forecast Sales of Vitamins by Category: Value 2020-2025
Table 47 Forecast Sales of Vitamins by Category: % Value Growth 2020-2025

Dietary Supplements in Ecuador

KEY DATA FINDINGS

2020 IMPACT

Immunity boosting dietary supplements drives sales in 2020 while the preventative health trend gains traction

Direct sellers negatively impacted by pandemic due to lockdown restricting consumers’ movements

Dietary supplements remains a fragmented category with few regulatory requirements, while communication remains key to attracting consumers in 2020

RECOVERY AND OPPORTUNITIES

Strong growth for dietary supplements tied to rising consumer interest in health and wellbeing

Shift to herbal/traditional dietary supplements continues in line with natural trend

Growth opportunities via targeting specific groups

CATEGORY DATA

Table 48 Sales of Dietary Supplements by Category: Value 2015-2020
Table 49 Sales of Dietary Supplements by Category: % Value Growth 2015-2020
Table 50 Sales of Dietary Supplements by Positioning: % Value 2015-2020
Table 51 NBO Company Shares of Dietary Supplements: % Value 2016-2020
Table 52 LBN Brand Shares of Dietary Supplements: % Value 2017-2020
Table 53 Forecast Sales of Dietary Supplements by Category: Value 2020-2025
Table 54 Forecast Sales of Dietary Supplements by Category: % Value Growth 2020-2025

Weight Management and Wellbeing in Ecuador

KEY DATA FINDINGS

2020 IMPACT

COVID-19 negatively impacts weight management and wellbeing in 2020 as consumers’ disposable incomes decline but supplement nutrition drinks are immune

Leading players target younger convenience seeking consumers

Investment in innovation and communication key to success, while direct sellers benefit from extensive distribution but sponsorship endorsement less effective in 2020

RECOVERY AND OPPORTUNITIES

Supplement nutrition drinks expected to continue to drive growth

Close customer relationships key to attracting consumers

Demand for convenience will ensure meal replacement remains the largest category but likely to continue seeing slow growth thanks to consumers price consciousness

CATEGORY DATA

Table 55 Sales of Weight Management and Wellbeing by Category: Value 2015-2020
Table 56 Sales of Weight Management and Wellbeing by Category: % Value Growth 2015-2020
Table 57 NBO Company Shares of Weight Management and Wellbeing: % Value 2016-2020
Table 58 LBN Brand Shares of Weight Management and Wellbeing: % Value 2017-2020
Table 59 Forecast Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 60 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025

Sports Nutrition in Ecuador

KEY DATA FINDINGS

2020 IMPACT

Closure of sports activities negatively impacts sales of sports nutrition in 2020

Sales limited by lack of awareness among consumers but digital promotions gain importance in 2020

Direct sellers continue to dominate due to extensive distribution and marketing, while remaining sales highly fragmented over various channels in 2020

RECOVERY AND OPPORTUNITIES

Rising health awareness and sports participation rates boosting demand

Growing competition from low price local players

New innovative products required to stimulate consumer interest

CATEGORY DATA

Table 61 Sales of Sports Nutrition by Category: Value 2015-2020
Table 62 Sales of Sports Nutrition by Category: % Value Growth 2015-2020
Table 63 NBO Company Shares of Sports Nutrition: % Value 2016-2020
Table 64 LBN Brand Shares of Sports Nutrition: % Value 2017-2020
Table 65 Forecast Sales of Sports Nutrition by Category: Value 2020-2025
Table 66 Forecast Sales of Sports Nutrition by Category: % Value Growth 2020-2025

Herbal/Traditional Products in Ecuador

KEY DATA FINDINGS

2020 IMPACT

Growth rate greatly increases thanks to COVID-19 as consumers require improved immunity and are stressed and anxious

Herbal/traditional products benefits from consumer acceptance and perception of being more effective

Extensive distribution and portfolio key to success of Herbalife del Ecuador

RECOVERY AND OPPORTUNITIES

Growth for herbal/traditional products likely due to global and local trend towards tradition and natural products

Consumers increasingly looking to steer clear of potential side effects

Sales of herbal/traditional products supported by legal restrictions but constrained by informal sales

CATEGORY DATA

Table 67 Sales of Herbal/Traditional Products: Value 2015-2020
Table 68 Sales of Herbal/Traditional Products: % Value Growth 2015-2020
Table 69 NBO Company Shares of Herbal/Traditional Products: % Value 2016-2020
Table 70 LBN Brand Shares of Herbal/Traditional Products: % Value 2017-2020
Table 71 Forecast Sales of Herbal/Traditional Products: Value 2020-2025
Table 72 Forecast Sales of Herbal/Traditional Products: % Value Growth 2020-2025

Paediatric Consumer Health in Ecuador

KEY DATA FINDINGS

2020 IMPACT

The pandemic contributes to growth as parents prioritise children’s immune systems

Parents seek recommendations from paediatricians as they want the best for their children

Growing pressure from price competitive domestic players, while international brands lead sales and advertising of paediatric vitamins and dietary supplements increase in 2020

RECOVERY AND OPPORTUNITIES

Slower but still solid growth expected for the forecast period

Rising incidence of allergies fuelling demand for paediatric allergy remedies

Improving economy set to boost paediatric vitamins and dietary supplements sales

CATEGORY DATA

Table 73 Sales of Paediatric Consumer Health by Category: Value 2015-2020
Table 74 Sales of Paediatric Consumer Health by Category: % Value Growth 2015-2020
Table 75 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2020
Table 76 Forecast Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 77 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025

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