Dermatologicals in Ecuador

2020 IMPACT

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

The worsening economic situation as a consequence of the lockdown measures implemented to contain the spread of the COVID-19 pandemic has seen many Ecuadorians lose their jobs and affect the disposable incomes of many local consumers. Consequently, many households have to carefully consider their expenditure, with many focusing on only buying essential items and brands that offer a best cost-benefit ratio.

Social stigma continues to limit demand in 2020

The stigmas associated with certain dermatological products such as vaginal antifungals, haemorrhoid treatments, and antiparasitics/lice (head and body) treatments are still present in many consumer groups. Even though these stigmas have been reduced thanks to the communication efforts and marketing investments of brands, there is still an element of shame felt by consumers when searching and asking for these products at retailers.

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

There has been little packaging and presentation innovation during 2019/2020 as many manufacturers of dermatologicals are also present in other consumer health categories. As a result, many of these companies decided to focus their efforts on their best-selling products during the pandemic, particularly in categories such as immune boosting vitamins and dietary supplements, digestive or cough remedies.

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