Laundry care registered positive growth in current value and volume terms in 2020. This growth is driven mostly by standard powder detergents which maintains majority share in the product area.
During the pandemic, Ecuadorian consumers shopped for essential laundry care products, i.e.
Unilever Andina Ecuador SA maintained its lead of laundry care in 2020, followed by La Fabril SA and Colgate-Palmolive de Ecuador SA. Unilever Andina has products available in leading distribution channels nationwide, and its Deja brand, which remained the number one brand in 2020, enjoys an iconic status among Ecuadorian consumers.
Manufacturers are increasingly offering their products in affordable packaging and lower content formats across laundry care. All major brands are now available in different sizes of stand-up pouches, allowing consumers to refill plastic containers of laundry detergent.
Prior to 2020, liquid detergents recorded the highest growth in laundry care. This growth was driven by the regular appearance of new brands as manufacturers increasingly invested in developing affordable products actively promoted through in-store campaigns in supermarkets and hypermarkets.
Multinational companies such as Unilever Group, Colgate-Palmolive Co, Reckitt Benckiser Group Plc (RB) and Procter & Gamble Co had continued strong presence in laundry care in Ecuador in 2020. However, several of their products are domestically produced.
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Understand the latest market trends and future growth opportunities for the Laundry 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 Laundry 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 Laundry Care research and analysis database.
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