Executive Summary

Jun 2019
PROSPECTS
Mass men’s fragrances recover sales

Fragrances is the most important category amongst men’s grooming. Its performance during 2015 and 2016 was negatively affected by increasing taxes and import restrictions, which impacted prices to the end consumer whilst the entire fragrances category witnessed steep declines in retail value and volume sales.

Men continue to search for standard beauty and personal care products

As the category still suffers from a cultural stigma that limits greater consumption, products directed to men continue to be more basic and standard in terms of ingredients and benefits. The positioning of men’s grooming remains standard and less sophisticated than that of women’s products.

Women are the main purchasers of men’s grooming products, but that is beginning to change

In terms of consumption behaviour, there are still cultural prejudices regarding the use of men’s grooming, with women, including mothers, girlfriends and wives, being the main purchasers of men’s grooming products. When men shop for these products, they rarely search for new or different products.

COMPETITIVE LANDSCAPE
Unilever leads men’s grooming

Unilever Andina Ecuador led men’s grooming in 2018 with its deodorant brand Axe. In a highly fragmented landscape, Axe leads with a strongly positioned mass brand, with one of the longest trajectories amongst men’s grooming.

Ecuabic leads men’s shaving

Ecuabic’s Bic Sensitive held the leading position in men’s shaving in 2018. Whilst the company ranked second behind Procter & Gamble, it gained more value share over the year.

Men’s grooming marketing efforts focus on traditional categories

Communication amongst men’s grooming focusses on deodorants, men’s shaving and fragrances. Brands such as Gillette invest consistently in mass media advertising, with a strong presence on television.

Want to find out more about this report?
Request more information
Why buy this report?

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.

Your Recently Viewed Reports

Men's Grooming in Ecuador

Samples (FAQs about samples):

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

Overview

Discover the latest market trends and uncover sources of future market growth for the Men's Grooming industry in Ecuador with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Men's Grooming industry in Ecuador, our research will save you time and money while empowering you to make informed, profitable decisions.

The Men's Grooming in Ecuador market research report includes:

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

Our market research reports answer questions such as:

  • What is the market size of Men's Grooming in Ecuador?
  • What are the major brands in Ecuador?
  • Are systems or disposable razors and blades more popular in shaving?
  • Which men’s category is seeing most dynamic growth?

Why buy this report?

  • 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 industry report originates from Passport, our Beauty and Personal Care market research database.

Men's Grooming in Ecuador - Category analysis

HEADLINES

PROSPECTS

Mass men’s fragrances recover sales
Men continue to search for standard beauty and personal care products
Women are the main purchasers of men’s grooming products, but that is beginning to change

COMPETITIVE LANDSCAPE

Unilever leads men’s grooming
Ecuabic leads men’s shaving
Men’s grooming marketing efforts focus on traditional categories

CATEGORY DATA

Table 1 Sales of Men’s Grooming by Category: Value 2013-2018
Table 2 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 3 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 4 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 5 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 6 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 7 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 8 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 9 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Beauty and Personal Care in Ecuador - Industry Overview

EXECUTIVE SUMMARY

Beauty and personal care records low value growth in 2018
After becoming more optimistic about the economy in 2017, consumers are wary of spending, as future is uncertain
International brands lead sales, but domestic brands increase their shares
Multiple benefits and natural components leading new product development trends
Slow growth expected for forecast period

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 17 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 18 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 19 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources