Sun Care in Ecuador

PROSPECTS

Sun care consumption becoming part of daily routine

Concerns about the damage that overexposure to the sun can do to the skin are increasing amongst the general population. Due to the country’s geographical location, the harm that the sun can cause is higher than in other regions.

Premium sun care offers sophisticated benefits

Premium sun care products offer a wider range of benefits, making the category more specific and addressing different needs. Premium sunscreen offers include tinted products as well as such attributes as transparency, oil free, hydration and hypoallergenic.

Mass sunscreen increasing formats offer

Innovation amongst mass sun care products focusses on product format more than on formulaic benefits. Towards the end of the review period, the main brands launched different presentations and formats, such as gels, waterproof sprays and sticks.

COMPETITIVE LANDSCAPE

Direct sellers lose value share to leading players in 2018

Productos Avon Ecuador and Grupo Transbel continued to be the leading direct sellers of sun care in 2018 with their popular brands Avon Care and L’Bel, respectively. Both companies offer sun protection products that consumers perceive as having high quality and both enjoy high distribution through their direct selling salesforces.

Low-priced sachet sunscreen increases relevance amongst traditional retailers

As with other beauty and personal care categories, companies have noticed the opportunity to enter traditional retailers with low-priced products. Independent local brands have launched sun protection sachets, which saw increased distribution in 2018; now present in small grocery retailers, these products are reaching a higher number of points-of-sale nationwide.

Innovation expected to come from premium players

During the review period, premium adult sun care had increased relevance amongst health and beauty specialists albeit the base is still small compared to mass products. Premium brands are expected to bring innovation to the category, with mass brands becoming followers of these attributes and benefits offered to consumers.

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