In comparison with most other beauty and personal care products, skin care fared relatively well in 2020, with only a small decline in current value and volume sales. With women for the most part not wearing make-up, they prioritised skin care instead.
At the end of the review period, the leading mass skin care brands in Ecuador, including Lubriderm and Nivea, remained dependent on supermarkets for the distribution of their products. These brands compete mainly on price, making supermarkets the obvious sales channel for less affluent consumers due to the lower prices on offer in comparison with chemists/pharmacies, for instance.
As was seen in certain other beauty and personal care product areas towards the end of the review period, a significant trend towards products with more natural ingredients and an organic positioning was seen in skin care in 2020. Furthermore, it should be noted that the shift towards more sophisticated and higher-priced brands is evolving in parallel with the shift in sales towards beauty specialist retailers.
Skin care fared relatively well from COVID-19. However, when society opens up, and women start wearing make-up again, skin care will lose out to an extent.
A notable trend in the area of segmentation in skin care towards prior to COVID-19 was the sustained growth seen in demand for premium brands in general and dermocosmetic brands in particular. The main consumer base for these products comprises women aged 25-65 years old, with demand increasing as distribution widens to include more drugstores/parapharmacies and chemists/pharmacies.
2020 saw an explosion in the number of social media influencers advising younger consumers on skin care in Ecuador. “Skinfluencers”, as they are called, carried out online activities such as tutorials and live broadcasts, often in conjunction with a particular brand, and such social media-type activity is expected to continue over the forecast period.
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Understand the latest market trends and future growth opportunities for the Skin 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 Skin 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 Skin Care research and analysis database.
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