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Home Care in Ecuador

February 2021
USD 2,650
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Overview:

Understand the latest market trends and future growth opportunities for the Home 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home 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.

The Home Care in Ecuador report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Home Care in Ecuador?
  • Which are the leading brands in Home Care in Ecuador?
  • How are products distributed in Home Care in Ecuador?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Home Care in Ecuador

EXECUTIVE SUMMARY

COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020 Table 3 Sales of Home Care by Category: % Value Growth 2015-2020 Table 4 NBO Company Shares of Home Care: % Value 2016-2020 Table 5 LBN Brand Shares of Home Care: % Value 2017-2020 Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020 Table 7 Distribution of Home Care by Format: % Value 2015-2020 Table 8 Distribution of Home Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Home Care by Category: Value 2020-2025 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

ROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in Ecuador

KEY DATA FINDINGS

2020 IMPACT

Standard powder detergents maintains majority share
Economic recession negatively affects laundry aids and liquid detergents
Unilever stays ahead with its long-established Deja brand

RECOVERY AND OPPORTUNITIES

Affordability will be a key driver of purchasing decisions
Liquid detergents records rapid growth
Domestic companies gain ground, but multinationals lead laundry care

CATEGORY DATA

Table 11 Sales of Laundry Care by Category: Value 2015-2020 Table 12 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 13 Sales of Laundry Aids by Category: Value 2015-2020 Table 14 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 15 Sales of Laundry Detergents by Category: Value 2015-2020 Table 16 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 17 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 18 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 19 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 20 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 21 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 22 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 23 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in Ecuador

KEY DATA FINDINGS

2020 IMPACT

Hand dishwashing remains dominant due to low possession rate of dishwashers
Economic recession negatively affects sales of ecologically friendly dishwashing products
Jabonería Wilson retains its lead of dishwashing, benefiting from a long-standing reputation of quality

RECOVERY AND OPPORTUNITIES

Domestic brands set to increase their value share with ecologically friendly products
Liquid hand dishwashing will continue to gain ground with new developments
Rising demand sees an increase in hand dishwashing products with skin care benefits

CATEGORY DATA

Table 25 Sales of Dishwashing by Category: Value 2015-2020 Table 26 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 27 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 28 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 29 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in Ecuador

KEY DATA FINDINGS

2020 IMPACT

COVID-19 boosts sales of home care disinfectants, multi-purpose cleaners and floor cleaners
Multi-purpose cleaners continues to dominate surface care
Colgate-Palmolive retains leadership of surface care, benefiting from the long-established presence of its brands

RECOVERY AND OPPORTUNITIES

Demand for home care disinfectants, multi-purpose cleaners and floor cleaners anticipated to stabilise as the pandemic subsides
Trend towards ecologically friendly products starts to gain ground in surface care
Private label products to become more popular with consumers

CATEGORY DATA

Table 31 Sales of Surface Care by Category: Value 2015-2020 Table 32 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 33 NBO Company Shares of Surface Care: % Value 2016-2020 Table 34 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 35 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 36 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in Ecuador

KEY DATA FINDINGS

2020 IMPACT

Considered an effective disinfectant, COVID-19 triggered a surge in demand for bleach
Bleach’s versatility maintains its popularity
Clorox remains dominant in bleach as a result of aggressive advertising and new product launches

RECOVERY AND OPPORTUNITIES

Growth in bleach expected to stabilise as the pandemic subsides
Rising awareness of adverse health effects pose threat to growth of bleach
Private label anticipated to gain in value share

CATEGORY DATA

Table 37 Sales of Bleach: Value 2015-2020 Table 38 Sales of Bleach: % Value Growth 2015-2020 Table 39 NBO Company Shares of Bleach: % Value 2016-2020 Table 40 LBN Brand Shares of Bleach: % Value 2017-2020 Table 41 Forecast Sales of Bleach: Value 2020-2025 Table 42 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in Ecuador

KEY DATA FINDINGS

2020 IMPACT

Toilet care products considered to be non-essential
Manufacturers boost sales with promotions and discounts
Calbaq leads of toilet care with flagship brand Tip’s

RECOVERY AND OPPORTUNITIES

Recovery in toilet care expected to be slow
Convenience and efficiency will drive growth in toilet care
Rim liquids predicted to record highest growth

CATEGORY DATA

Table 43 Sales of Toilet Care by Category: Value 2015-2020 Table 44 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 45 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 46 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 47 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 48 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in Ecuador

KEY DATA FINDINGS

2020 IMPACT

COVID-19 negatively affects shoe polishes sales in particular
Consumers lose need for polishes as materials evolve
Virumec maintains its lead of polishes thanks to the quality reputation of its brands

RECOVERY AND OPPORTUNITIES

Future growth anticipated to be lower than prior to the pandemic due to changing lifestyles
In a context of economic uncertainty, domestic brands and private label predicted to gain share
Metal polish expected to gain ground as the economy recovers

CATEGORY DATA

Table 49 Sales of Polishes by Category: Value 2015-2020 Table 50 Sales of Polishes by Category: % Value Growth 2015-2020 Table 51 NBO Company Shares of Polishes: % Value 2016-2020 Table 52 LBN Brand Shares of Polishes: % Value 2017-2020 Table 53 Forecast Sales of Polishes by Category: Value 2020-2025 Table 54 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in Ecuador

KEY DATA FINDINGS

2020 IMPACT

Considered non-essential, economic recession negatively affects air care products sales
High-income earners demand value-added benefits
Johnson Wax retains leadership of air care, benefiting from high brand recognition

RECOVERY AND OPPORTUNITIES

A resumption of social gatherings and outdoor activities will drive sales in the forecast period
Spray/aerosol air fresheners risk losing popularity due to health concerns
Value-added features drive development in air care

CATEGORY DATA

Table 55 Sales of Air Care by Category: Value 2015-2020 Table 56 Sales of Air Care by Category: % Value Growth 2015-2020 Table 57 NBO Company Shares of Air Care: % Value 2016-2020 Table 58 LBN Brand Shares of Air Care: % Value 2017-2020 Table 59 Forecast Sales of Air Care by Category: Value 2020-2025 Table 60 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in Ecuador

KEY DATA FINDINGS

2020 IMPACT

COVID-19 has minimal impact on home insecticides, a product area in which demand is driven by seasonal factors
Spray/aerosol is the most popular format for home insecticides
Johnson Wax continues to lead home insecticides

RECOVERY AND OPPORTUNITIES

Rising awareness prompts consumer concern about health impact of home insecticides
Premium brands diversify range with products to target specific insects
Domestic companies forecast continued growth in home insecticides

CATEGORY DATA

Table 61 Sales of Home Insecticides by Category: Value 2015-2020 Table 62 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 63 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 64 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 65 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 66 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025
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  • 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 report originates from Passport, our Home Care research and analysis database.

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