Most mass products are made through direct sellers, which continue to be impacted by less physical contact due to COVID-19; however, there has been a moderate recovery. In 2020, direct sellers decreased in sales versus 2019 and many independent distributors were lost during the year.
During the pandemic, logistics was very complicated globally and some companies switched to using national raw materials and continue to use them, especially those offering mass as opposed to premium products. The national strike in Colombia also helped national production.
Beauty specialist retailers, meanwhile, continued to record slight sales growth in 2021, albeit from a low base, thanks to the increasing numbers of beauty specialist retailers opening across the country towards the end of the review period. Beauty specialist retailers cater mainly to women and one factor which is interesting to note about sales of these products in Ecuador is that the prices charged for beauty and personal care products designed and marketed specifically for women tend to be slightly higher than the price charged for products with a unisex or male-specific positioning in the same category.
As a large portion of sales in this category are attributable to direct sellers, further recovery is expected going forward due to the economic impact and unemployment caused by COVID-19 as many people are expected to seek an alternative income as independent distributors. Mass beauty and personal care products are also set to benefit from being basic daily essentials, meaning that demand is relatively inelastic and likely to remain strong despite the pressure that is set to remain on household incomes over the forecast period.
The new ARCSA regulation to facilitate the launch of new products will allow the creation of a greater number of ventures, which is expected to provide dynamism to the category over the forecast period. In addition, due to the low level of employment in Ecuador, many people are expected to establish their own businesses.
Value for money will remain top priority for most consumers, therefore private label should gain value share over the forecast period. At the end of the review period, the economy private label products offered by major chained retailers such as Supermaxi and Mi Comisariato benefitted from improved shelf positioning as the economic slowdown led to branded manufacturers such as Florasintesis taking an interest in private label manufacturing to support overall increases in production volumes.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal 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 Mass Beauty and Personal 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.
Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.
See All of Our DefinitionsThis report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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