Executive Summary

Apr 2019
PROSPECTS
Strong marketing efforts increasing penetration of retail adult incontinence

One of the main barriers to category entrance is related to psychological rejection of adult incontinence by potential consumers. Many people are not willing to accept the condition of incontinence, and are emotionally impacted by it.

Distribution opportunities to increase sales

Adult incontinence products have a strong presence in supermarkets and health and beauty specialist retailers in Ecuador. Traditional grocery retailers focus more on products that enjoy mass consumption, which precludes this category having significant space in their outlets.

Portfolio offer increasing

There is a limited offer of product formats in adult incontinence in Ecuador. In addition to regular pads, men’s pants and unisex pants are available at retailers.

COMPETITIVE LANDSCAPE
Zaimella del Ecuador leads adult incontinence

Zaimella del Ecuador continued to lead over the review period with the brand Prudential. Productos Familia Sancela del Ecuador followed with the brand Tena, with Plenitud from Kimberly-Clark Ecuador ranking third in 2018.

High media investment and point-of-sale communication

The main brands have invested heavily in promoting adult incontinence by educating consumers and breaking social stigmas related to the consumption of these products. Advertising campaigns focus on communicating the benefits of adult incontinence products in order to increase penetration.

Brand leaders drive innovation

In recent years, new product launches increased category relevance and awareness among consumers. The offer includes incontinence diapers as the core category, as well as underwear-shaped products, night products and bed protectors.

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Retail Adult Incontinence in Ecuador

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Overview

Discover the latest market trends and uncover sources of future market growth for the Incontinence 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 Incontinence industry in Ecuador, our research will save you time and money while empowering you to make informed, profitable decisions.

The Incontinence in Ecuador market research report includes:

  • Analysis of key supply-side and demand trends
  • 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 Incontinence in Ecuador?
  • What are the major brands in Ecuador?
  • What are the most important channels for incontinence products?
  • How do light incontinence products perform compared to moderate/heavy incontinence products?

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 Tissue and Hygiene market research database.

Retail Adult Incontinence in Ecuador - Category analysis

HEADLINES

PROSPECTS

Strong marketing efforts increasing penetration of retail adult incontinence
Distribution opportunities to increase sales
Portfolio offer increasing

COMPETITIVE LANDSCAPE

Zaimella del Ecuador leads adult incontinence
High media investment and point-of-sale communication
Brand leaders drive innovation

CATEGORY DATA

Table 1 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 2 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 5 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 6 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Tissue and Hygiene in Ecuador - Industry Overview

EXECUTIVE SUMMARY

Retail tissue and hygiene value declines slightly in 2018
Retail market value and brand loyalty strongly impacted by discounts and promotions
Non-mature categories drive value growth
Supermarkets and independent small grocers are the main tissue and hygiene distribution channels
Moderate growth expected due to uncertain economic and political scenario

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources