Hair care performed relatively well in 2020 and only registered minimal decline in terms of volume and current value sales. Consumers continued to wash their hair and shampoo continued on a similar growth trajectory as earlier in the review period.
There has been intense competition between Savital and Head & Shoulders in recent years. In 2019, Head & Shoulders briefly overtook Savital as Ecuador’s top-selling shampoo brand but in 2020, Savital won top spot again.
Demand for medicated shampoos increased in 2020, with anti-dandruff shampoos and anti-hair loss shampoos among the most common products. These products have traditionally been purchased mainly by men; however, recent years have seen demand increase among female consumers, mainly older women.
The essential status of most of the hair care products sold in Ecuador means that this product area is unlikely to experience any major declines in demand due to any economic recession that may flow from the COVID-19 situation in the country during the forecast period. Furthermore, demand is expected to widen considerably, with products such as medicated shampoos likely to experience strong demand from a wider consumer audience.
Hair care is a product area in which constant innovation is considered essential to success. This was evident at the end of the review period, with the most interesting new launches in hair care during including the new brand premium Kinoé by René Chardon Paris.
In a continuation of the trend seen in the review period, perms and relaxants are expected to see the strongest decline. Specialised shampoos and amino acid procedures will continue drawing many consumers away from perms and relaxants.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in Ecuador with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Hair Care industry in Ecuador, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Hair Care research and analysis database.
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