Dishwashing in Ecuador

PROSPECTS

Hand dishwashing remains the preferred choice

Dishwashing is still represented mainly by hand dishwashing. Liquid hand dishwashing is gaining in popularity, particularly among younger generations.

Liquid hand dishwashing gains ground with new developments

Hand dishwashing has traditionally been led cream products, with liquid formats entering the competition during the review period. Hand dishwashing liquids are attracting growing interest from Ecuadorian consumers, perceived as less harmful than cream products due to fewer chemicals.

Rising demand sees an increase in hand dishwashing products with skin care benefits

Towards the end of the review period, hand dishwashing brands continued to expand their portfolios with products boasting beauty and personal care attributes. Manufacturers focused investment on developing dishwashing products with value-added benefits that promised to care for the skin, such as added vitamins, oats or aloe vera.

COMPETITIVE LANDSCAPE

Jabonería Wilson retains a marginal lead of dishwashing

Domestic company Jabonería Wilson SA ranked first in dishwashing in 2019, with its traditional, well-known brand Lava. Jabonería Wilson continuously invests in communication and advertising, regularly offering discounts and promotions to retain consumer loyalty to its brands.

Colgate-Palmolive continues to challenge current leader

Colgate-Palmolive de Ecuador SA ranked second in dishwashing in 2019, closely behind Jabonería Wilson with an only marginal difference in share between them. Colgate-Palmolive owns the popular brand Axion, which has been present in dishwashing in Ecuador for decades.

Domestic brands boost value sales in dishwashing

Towards the end of the review period, domestic brands increased their value sales and predicted to continue gaining share over the forecast period. Domestic brands in Ecuador enjoy a perception of high quality and are offered at competitive prices, ensuring their appeal as products providing good value for money.

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