Executive Summary

Oct 2019
PROSPECTS
Recommendations and word of mouth promotion key to boosting sales

Recommendations and word of mouth promotion are important purchase drivers when it comes to dermatologicals in Ecuador. Consumers are loyal to brands that have been recommended by their family or friends and which have proven effective in treating people they know.

Local companies threatened by removal of import restrictions

Domestic companies saw growth over the review period, especially in specific categories such as medicated shampoos. Nevertheless, it is expected that this trend will change in the future as import restrictions are slowly being eliminated, especially for products from the EU, due to the commercial agreement signed with Ecuador, which came into effect in 2017.

Social stigma continues to limit demand

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.

COMPETITIVE LANDSCAPE
Strong distribution and reputation for quality key to attracting consumers

Despite losing its leading position to GSK Consumer Healthcare in 2019, Schering-Plough del Ecuador remains strongly positioned in dermatologicals, with its main brands including Mexana, Triderm and Quadriderm, which enjoy consumer loyalty due to their high quality image and long-term presence in the country. Also, these brands are perceived as being very effective in treating dermatological problems, while the company has a wide distribution network, with its products being easily accessible at main retailers.

Growing competition from cheaper local brands

International brands accounted for the majority of value sales in dermatologicals in 2019. Nevertheless, domestic brands saw important growth over the review period as they benefited from the protective domestic production policy established by the previous government.

Advertising and innovation expected to boost demand

During the forecast period, it is expected that leading brands will continue to focus on providing information about dermatological ailments and their treatments in order to tackle social stigmas and make the category more dynamic. Recommendations from health specialists will also be critical to boosting consumer purchases, with mass media advertising being key to accomplishing these objectives.

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Dermatologicals in Ecuador

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Overview

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

The Medicated Skin 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 Medicated Skin Care in Ecuador?
  • What are the major brands in Ecuador?
  • What are the most popular formats for acne treatments?

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.

Dermatologicals in Ecuador - Category analysis

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 1 Sales of Dermatologicals by Category: Value 2014-2019
Table 2 Sales of Dermatologicals by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Dermatologicals: % Value 2015-2019
Table 4 LBN Brand Shares of Dermatologicals: % Value 2016-2019
Table 5 Forecast Sales of Dermatologicals by Category: Value 2019-2024
Table 6 Forecast Sales of Dermatologicals by Category: % Value Growth 2019-2024

Consumer Health in Ecuador - Industry Overview

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 7 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 8 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 9 Sales of Consumer Health by Category: Value 2014-2019
Table 10 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 11 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 12 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 13 Distribution of Consumer Health by Format: % Value 2014-2019
Table 14 Distribution of Consumer Health by Format and Category: % Value 2019
Table 15 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 16 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