Besides bath and shower, oral care was the only other product area that registered current value and volume growth in 2020. Oral care is considered an essential products and Ecuadorians continue to buy oral care products.
Major international brands remained prominent among the leading names in oral care in 2020. Colgate by Colgate-Palmolive, Fortident by Unilever and Oral-B by Procter & Gamble (via the brand’s local distributor Industrias Ales CA) remain the three leading names.
With the ecological trend in full swing in Ecuador towards the end of the review period, companies offering ecological toothbrushes have found strong favour among local consumers. These new manual toothbrushes are made from wood and are marketed as being of superior quality to, and far more ecologically sound than, standard plastic references.
While oral care performed will in 2020 due to COVID-19, once society opens up again, constant value and volume sales will return to more normal levels. In fact, growth will be muted over the forecast period, as oral care is quite mature and the product area lacks dynamism, compared with other beauty and personal care products.
Toothpaste has increased investment in innovation in an attempt to introduce value-added products to drive up sales, mainly using health claims for such products. Players are striving to launch more natural and less artificial products, therefore moving in the same direction as other beauty and personal care categories.
Products for sensitive teeth such as toothpaste and soft brushes are expected to continue gaining value share over coming years, due to increasing awareness of oral sensitivity. The brand Sensodyne will benefit from this.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Ecuador with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Oral Care industry in Ecuador, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Oral Care research and analysis database.
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