Men's Grooming in Ecuador

PRE-COVID-19 PERFORMANCE

Greater interest in men’s grooming pushes category sales

Over the course of the review period, men’s grooming witnessed significant development in terms of the range of products on offer in the category. Demand has moved beyond the absolute essentials and now includes anti-dandruff shampoos, hair loss treatments, skin care products and products for maintaining one’s beard in good condition.

Local medicinal plants and traditional preparations make a mark on men’s grooming

Among the most interesting developments in men’s room towards the end of the review period was the appearance of numerous products that are made using herbal formulations containing local and exotic plants that have traditionally been used for their medicinal properties. Among such plants are baobab tree shoots, urcucú seeds and achiote, which is a germicidal medicinal herb that also has fat reduction properties.

Direct selling players remain prominent in men’s grooming

At the end of the review period, direct selling remained the leading distribution channel for men’s grooming in Ecuador. Prominent among the leading players in this channel are Avon and Yanbal, which offer the widest and most diverse ranges of men’s grooming products.

2020 AND BEYOND

COVID-19 impact

Sales of men’s grooming are now expected to decline by 2% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This is a significant reversal on the expected 4% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within men’s grooming

Men’s fragrances is likely to have been the category most negatively affected by falling demand due to COVID-19 during 2020. Fragrances are widely regarded as non-essential products, placing demand under pressure during periods of economic hardship.

Recovery and opportunities

Moderate sales growth is expected to be seen in men’s grooming over the forecast period. As the category remains relatively underdeveloped, there remain strong opportunities for the leading players to launch new products and dictate the direction that general sales trends in men’s grooming take in future.

Files are delivered directly into your account within a few minutes of purchase.