Nappies/Diapers/Pants in Ecuador

PROSPECTS

Consumers trading down to least expensive offers

In volume terms, nappies/diapers/pants consumption still has opportunities to increase in Ecuador if per capita consumption rates are compared to more developed regions like North America or Western Europe. The factors that may be negatively affecting penetration include poverty, limited availability in rural areas and frequency habits.

Consumers increasingly demanding pants that are flexible and easier to use

Pant formats on offer are increasingly widening, especially among premium products. Brands like Huggies from Kimberly-Clark Ecuador and Pequeñin from Productos Familia Sancela del Ecuador are offering pant formats in different sizes, reinforcing communication with regard to more flexibility for the baby and giving parents an easier way to put on the pant.

Day-by-day purchase habit makes traditional trade the leading channel

Traditional trade is the main distribution channel for nappies/diapers/pants, and small independent retailers are the most important because they are located in nearly every city and small town in the country. In this channel, low-priced products are the most relevant.

COMPETITIVE LANDSCAPE

Kimberly-Clark Ecuador leads

Kimberly-Clark Ecuador holds the leading value share within nappies/diapers/pants. The company, with its Huggies brand, enjoys a strong positioning and high levels of acceptance as a high-quality brand among Ecuadorian consumers.

Two international brands launched in recent years

In June 2016, Procter & Gamble launched Pampers in Ecuador. It accompanied the launch with an aggressive introductory price and discounts for consumers and retailers in order to gain shelf space.

Innovation focuses on softness, absorption and quality at an affordable price

Nappies/diapers are divided into four different quality levels. Even though consumers’ perception of quality is relative, the main characteristics of differentiation in nappies/diapers are absorption capacity, softness and flexibility as well as the resistance of elastic bands.

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