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Country Report

Sanitary Protection in

Sanitary Protection in Ecuador

16 pages, Mar 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Consumers demand more features for standard products

Per capita use of sanitary protection products stood at 60 units per year in the female population aged 12-54 in 2016, showing that Ecuador is far from approaching the levels of developed regions, offering further opportunities to increase penetration and the frequency of usage. Amongst the available options in the category, standard towels with wings are the most popular ones in terms of retail sales.

Greater awareness of sanitary protection portfolio for different usage moments

On retail shelves, it is clear that pantyliners and towels for overnight use are increasing participation. These categories, which are not considered the most relevant in terms of value, are increasingly in demand among consumers.

Conservative culture amongst sanitary protection products limits alternative offers

Even though reusable alternatives are becoming available in Ecuador, especially amongst groups at high socioeconomic levels, they are not a significant threat to disposable products yet. This is mainly because reusable products are not easy to find, they are highly priced and the majority of the population are not clear about their usage and features.

COMPETITIVE LANDSCAPE

Familia Sancela del Ecuador leads sanitary protection

Productos Familia Sancela del Ecuador’s Nosotras brand clearly leads in sanitary protection, accounting for more than half of the retail value sales. The brand targets a wide range of consumers, price points and consumption needs with a wide and innovative portfolio.

Communication and marketing efforts focused on younger groups

The category’s main players, Nosotras and Kotex, have led sanitary protection advertising campaigns with a wider communication offer that goes beyond highlighting their sanitary products. They usually target younger groups, especially on digital channels, and their brands try to offer support that is relevant to young women, such as in the areas of psychological and obstetric basic assistance, entertainment, health and wellness, fashion, music, relationships and other important subjects.

Innovation focused on following consumers’ lifestyle

During 2016 and 2017, innovation in sanitary towels included shaped products for different types of panties, greater absorption and cooling elements to guarantee freshness. In 2017, Nosotras launched a double invisible sanitary towel, two towels in one offering a practical way of carrying two towels.

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Sanitary Protection Market Sample Report Sanitary Protection Market Sample Data

Overview

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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.

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Overview

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

The Sanitary Protection 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 Sanitary Protection in Ecuador?
What are the major brands in Ecuador?
What are the key new product launches in the sanitary protection market?

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.

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Sanitary Protection in Ecuador - Category analysis

HEADLINES

PROSPECTS

Consumers demand more features for standard products

Greater awareness of sanitary protection portfolio for different usage moments

Conservative culture amongst sanitary protection products limits alternative offers

COMPETITIVE LANDSCAPE

Familia Sancela del Ecuador leads sanitary protection

Communication and marketing efforts focused on younger groups

Innovation focused on following consumers’ lifestyle

CATEGORY DATA

Table 1 Retail Sales of Sanitary Protection by Category: Value 2012-2017
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2012-2017
Table 3 NBO Company Shares of Retail Sanitary Protection: % Value 2013-2017
Table 4 LBN Brand Shares of Retail Sanitary Protection: % Value 2014-2017
Table 5 Forecast Retail Sales of Sanitary Protection by Category: Value 2017-2022
Table 6 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2017-2022

Tissue and Hygiene in Ecuador - Industry Overview

EXECUTIVE SUMMARY

Retail tissue and hygiene maintains slow growth pace in 2017

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

Conservative growth expected due to uncertain economic and political scenario

MARKET INDICATORS

Table 7 Birth Rates 2012-2017
Table 8 Infant Population 2012-2017
Table 9 Female Population by Age 2012-2017
Table 10 Total Population by Age 2012-2017
Table 11 Households 2012-2017
Table 12 Forecast Infant Population 2017-2022
Table 13 Forecast Female Population by Age 2017-2022
Table 14 Forecast Total Population by Age 2017-2022
Table 15 Forecast Households 2017-2022

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2012-2017
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2013-2017
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2014-2017
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2012-2017
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2012-2017
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2017
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022

Megatrends

Country Report

Sanitary Protection in Ecuador

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Executive Summary

New Report Guarantee

PROSPECTS

Consumers demand more features for standard products

Greater awareness of sanitary protection portfolio for different usage moments

Conservative culture amongst sanitary protection products limits alternative offers

COMPETITIVE LANDSCAPE

Familia Sancela del Ecuador leads sanitary protection

Communication and marketing efforts focused on younger groups

Innovation focused on following consumers’ lifestyle

Samples

Overview

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Samples: FAQs about samples

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Table of Contents

Sanitary Protection in Ecuador - Category analysis

HEADLINES

PROSPECTS

Consumers demand more features for standard products

Greater awareness of sanitary protection portfolio for different usage moments

Conservative culture amongst sanitary protection products limits alternative offers

COMPETITIVE LANDSCAPE

Familia Sancela del Ecuador leads sanitary protection

Communication and marketing efforts focused on younger groups

Innovation focused on following consumers’ lifestyle

CATEGORY DATA

Tissue and Hygiene in Ecuador - Industry Overview

EXECUTIVE SUMMARY

Retail tissue and hygiene maintains slow growth pace in 2017

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

Conservative growth expected due to uncertain economic and political scenario

MARKET INDICATORS

MARKET DATA

SOURCES

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