Dermatologicals in Ecuador

PROSPECTS

Recommendations key in dermatologicals

Recommendations and word of mouth are important purchase drivers when it comes to dermatologicals in Ecuador. Consumers become loyal to brands that have been recommended by their family or friends and which have proved effective in treating persons in their close circle.

Removal of import restrictions may negatively affect domestic players

Domestic companies saw positive 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 coming from the EU, due to the commercial agreement signed with Ecuador, which came into effect in 2017.

Dermatologicals fights social stigmas

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

Schering-Plough del Ecuador still the leading player

Schering-Plough del Ecuador remains the leading player in dermatologicals in 2018. Its main brands include Mexana, Triderm and Quadriderm, which enjoy consumer loyalty due to their perception of high quality and long-term presence in the country.

International brands lead

International brands account for the majority of value sales in dermatologicals in 2018. 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 is critical to increasing category awareness while innovation expected

During the forecast period it is expected that the main brands will continue focusing their efforts on providing information about dermatological diseases and their treatments, in order to break 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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