Nappies/Diapers/Pants in Ecuador

PRE-COVID-19 PERFORMANCE

Price plays a key role

Nappies/diapers/pants value was negatively affected by consumers trading down to more affordable options in 2019. Consumers of mainstream brands are remaining loyal to their familiar brands but choosing the lowest priced products in the offer.

Gender segmentation not considered a key selling point

Mid- and low-priced products still did not offer gender segmentation as a key selling point in nappies/diaper/pants at the end of the review period. In Ecuador, only one premium product, from the leading brand, Huggies, offered this kind of product.

Kimberly-Clark responds to competition with aggressive pricing

Kimberly-Clark Ecuador retained the lead in nappies/diapers/pants in 2019. The company’s Huggies brand enjoys a strong positioning and a reputation for a high level of quality amongst Ecuadorian consumers.

2020 AND BEYOND

COVID-19 impact

As in sanitary protection, the nappies/diapers/pants category is set to see the forecast growth rate for 2020 remain unchanged in 2019 constant value terms despite taking into account the impact of COVID-19. Sales of nappies/diapers/pants is expected to see sales fall by 1% in 2019 constant value terms in 2020 overall, the same figure as in the 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within nappies/diapers/pants

Nappies/diapers/pants is not expected to see COVID-19 have a significant impact on any category in Ecuador, though the pandemic’s exacerbation of the country’s economic situation may reinforce the trend towards trading down.

Recovery and opportunities

While nappies/diapers/pants has achieved essential status amongst its established core consumer base in Ecuador, the market provides significant room for developing per capita consumption, even as birth rates continue to fall. Low levels of consumer purchasing power and limited availability in rural areas have been amongst the factors impeding the deeper penetration of nappies/diapers/pants in the market.

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