Men's Grooming in Ecuador

2021 DEVELOPMENTS

Men used the pandemic to grow a beard

Men’s grooming was on an upward trajectory prior to COVID-19; however, the pandemic halted this development and the category suffered a steep fall in current value and volume in 2020. With men working from home for the most part and little opportunity for socialising, they shaved significantly less and many opted to grow beards.

Men’s skin care continues to be a niche category

Skin care in Ecuador continues to be a category dominated by women’s brands, therefore men’s skin care remains niche in 2021. There is a very small variety of products specifically for men (a few creams are sold as part of kits along with aftershaves or beard care products) on the market and there is virtually no investment in advertising.

Direct selling players have to contend with the long-term threat of e-commerce

Direct selling remains the leading distribution channel for men’s grooming in Ecuador in 2021. The leading player, Yanbal, offers the widest and most diverse range of men’s grooming products and it has been successful in its attempts to maintain stability in its pricing in recent years, with demand for men’s grooming far more sensitive to unit price fluctuations than beauty and personal care overall.

PROSPECTS AND OPPORTUNITIES

Men increasingly concerned about hair loss

Men’s grooming is expected to record healthy growth over the forecast period as Ecuadorian men are becoming more interested in their appearance and as the category remains relatively underdeveloped. Younger men are likely to continue accounting for a relatively high proportion of consumers for men’s grooming, however the category should appeal to a wider consumer base going forward as men are increasingly concerned about preventing hair loss.

Thriving beard products and potential of men’s skin care

The pandemic has left many men with much fuller beards who will be looking for beard maintenance and care products going forward. Modern channels are increasingly offering a greater variety of such products as the beard trend is expected to continue during the forecast period.

Trend of natural, local ingredients

At the end of the review period, products containing local and exotic plants that have traditionally been used for their medicinal properties made an appearance, including baobab tree shoots, urcucú seeds and achiote. Artisanal manufacturers of local origin are prominent among the companies developing male-specific products based on natural and organic elements, with products already available including honey, aloe and the extracts of various Amazonian plants.