Dishwashing in Ecuador

PROSPECTS

Hand dishwashing is the most relevant offer

The penetration rate for dishwashers in Ecuador remained low in 2018. The use of dishwashers is increasing, but only amongst high-income consumers.

Liquid hand dishwashing gaining in relevance

Hand dishwashing has traditionally been led by the cream format, with the entrance of liquid formats during the review period. Since then, the liquid format has strongly increased in relevance within the category.

Hand dishwashing with beauty and personal care attributes

Towards the end of the review period, hand dishwashing brands continued to add beauty and personal care attributes to their portfolios to offer specific value and show care for consumers. Besides the usual functional properties of cream and liquid hand dishwashing products, the main brands offered products with skin care properties, such as added vitamins, oat or aloe vera.

COMPETITIVE LANDSCAPE

Jabonería Wilson marginally leads dishwashing

Jabonería Wilson ranked first in dishwashing in 2018. The local company, with its traditional, well-known brand Lava, has always been very close in terms of value sales to Colgate-Palmolive’s brand Axion.

Colgate-Palmolive challenges leadership

Colgate-Palmolive ranked second in dishwashing in 2018, closely behind Jabonería Wilson. The company owns the traditional and well-known brand Axion, which has been present for decades.

Domestic brands increase value sales

Domestic brands showed an increasing sales performance during the last two years of the review period, and are expected to continue gaining share. This a consequence of the good quality perception of domestic brands and their competitive prices, along with domestic policies established to boost local production.

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