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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Ecuador

Mar 2021

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

COVID-19 had a broadly negative impact on tissue and hygiene in Ecuador in 2020, with most of the main market categories posting declines in volume and current value sales. Prior to the outbreak of the pandemic, the country had already been experiencing a deepening economic crisis due to falling oil revenues and austerity policies that were imposed to tackle a spiralling debt-to-GDP ratio.

COVID-19 country impact

On 12 March 2020, schools in Ecuador were closed. From 14 March, the country’s borders were shut to all inbound travellers, including citizens and foreigners with legal residency.

Company response

Domestic brands and private label lines like Supermaxi (Corporacion La Favorita) and Hada (Ecuadorian Paper Industry) gained ground across tissue and hygiene in 2020 as the economic fallout of COVID-19 weakened purchasing power and drove consumers to trade down to cheaper options. In particular, heightened budget-consciousness helped these players to strengthen their presence in retail tissue categories such as paper towels and toilet paper.

Retailing shift

From the outbreak of COVID-19 in March 2020, Ecuadorians became much more inclined to buy tissue and hygiene products in retail outlets located closer to their homes. While this was initially due to curfews and restrictions on movement, this behaviour persisted after lockdown measures were eased, as many consumers continued to limit the amount of time they spent outside the home due to concerns about community transmission of the virus.

What next for tissue and hygiene?

Most tissue and hygiene categories in Ecuador should see retail demand rebound from 2021 as economic conditions start to improve in line with the anticipated easing of the pandemic. However, it is likely to take several years for the local economy to recover from the fallout of the pandemic, which has exacerbated an existing crisis.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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.

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Ecuador for free:

The Tissue and Hygiene 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 Tissue and Hygiene in Ecuador?
What are the major brands in Ecuador?
What are the most dynamic tissue and hygiene categories?
What are the major markets for tissue products sales?
What are the major markets for hygiene products sales?

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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Tissue and Hygiene in Ecuador

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

MARKET INDICATORS

Table 1 Birth Rates 2015-2020
Table 2 Infant Population 2015-2020
Table 3 Female Population by Age 2015-2020
Table 4 Total Population by Age 2015-2020
Table 5 Households 2015-2020
Table 6 Forecast Infant Population 2020-2025
Table 7 Forecast Female Population by Age 2020-2025
Table 8 Forecast Total Population by Age 2020-2025
Table 9 Forecast Households 2020-2025

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2015-2020
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2016-2020
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2017-2020
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2015-2020
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Ecuador

KEY DATA FINDINGS

2020 IMPACT

Standard towels with wings proves most resilient to economic shock of COVID-19

State aid for vulnerable groups does not cover sanitary protection

Falling purchasing power compels consumers to trade down to cheaper options

RECOVERY AND OPPORTUNITIES

Economic fallout of COVID-19 will continue to shape purchasing behaviour

Higher prices and stigma expected to hamper recovery of tampons

Menstrual cups set to gain popularity but unlikely to threaten disposable products

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2015-2020
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020
Table 21 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020
Table 22 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020
Table 23 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025
Table 24 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025

Nappies/Diapers/Pants in Ecuador

KEY DATA FINDINGS

2020 IMPACT

COVID-19 fallout motivates many parents to toilet train toddlers earlier

Manufacturers introduce smaller and cheaper packs as purchasing power declines

Independent chemists/pharmacies make distribution gains

RECOVERY AND OPPORTUNITIES

Reduced purchasing power and falling birth rates will temper recovery

Disposable pants set to be the most dynamic category

Sustainability concerns will continue to drive demand for reusable cloth nappies

CATEGORY DATA

Table 25 Retail Sales of Nappies/Diapers/Pants by Category: Value 2015-2020
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2015-2020
Table 27 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2016-2020
Table 28 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2017-2020
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2020-2025
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2020-2025

Retail Adult Incontinence in Ecuador

KEY DATA FINDINGS

2020 IMPACT

Home seclusion trend restricts demand for retail adult incontinence products

Reduced purchasing power encourages trading down and use of substitutes

Social stigma surrounding incontinence remains a significant barrier to demand

RECOVERY AND OPPORTUNITIES

Population ageing will fuel further expansion of retail adult incontinence

Social stigma associated with incontinence set to continue declining

Rising demand will stimulate investment in innovation and advertising

CATEGORY DATA

Table 31 Sales of Retail Adult Incontinence by Category: Value 2015-2020
Table 32 Sales of Retail Adult Incontinence by Category: % Value Growth 2015-2020
Table 33 NBO Company Shares of Retail Adult Incontinence: % Value 2016-2020
Table 34 LBN Brand Shares of Retail Adult Incontinence: % Value 2017-2020
Table 35 Forecast Sales of Retail Adult Incontinence by Category: Value 2020-2025
Table 36 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2020-2025

Wipes in Ecuador

KEY DATA FINDINGS

2020 IMPACT

Demand for baby wipes plummets due to economic and societal fallout of COVID-19

Moist toilet wipes is the only category to develop positively

Kimberly-Clark expands its “Plan Hospitales” programme in 2020

RECOVERY AND OPPORTUNITIES

Robust recovery expected from 2021, with baby wipes set to grow fastest

Further gains projected for lower-priced brands and private label products

Multiple factors should help to expand consumer base for wipes in Ecuador

CATEGORY DATA

Table 37 Retail Sales of Wipes by Category: Value 2015-2020
Table 38 Retail Sales of Wipes by Category: % Value Growth 2015-2020
Table 39 NBO Company Shares of Retail Wipes: % Value 2016-2020
Table 40 LBN Brand Shares of Retail Wipes: % Value 2017-2020
Table 41 Forecast Retail Sales of Wipes by Category: Value 2020-2025
Table 42 Forecast Retail Sales of Wipes by Category: % Value Growth 2020-2025

Retail Tissue in Ecuador

KEY DATA FINDINGS

2020 IMPACT

Stockpiling and home seclusion boost demand for toilet paper

Paper towels is the best performing retail tissue category in 2020

Local brands and private label benefit from increased price-sensitivity

RECOVERY AND OPPORTUNITIES

Population growth will underpin further expansion of toilet paper

Swift recovery projected for facial tissues from 2021

Migration towards cheaper brands and private label lines set to continue

CATEGORY DATA

Table 43 Retail Sales of Tissue by Category: Value 2015-2020
Table 44 Retail Sales of Tissue by Category: % Value Growth 2015-2020
Table 45 NBO Company Shares of Retail Tissue: % Value 2016-2020
Table 46 LBN Brand Shares of Retail Tissue: % Value 2017-2020
Table 47 Forecast Retail Sales of Tissue by Category: Value 2020-2025
Table 48 Forecast Retail Sales of Tissue by Category: % Value Growth 2020-2025

Away-From-Home Tissue and Hygiene in Ecuador

KEY DATA FINDINGS

2020 IMPACT

AFH adult incontinence suffers from deep cuts to government spending

AFH tissue categories hardest hit by COVID-19 fallout

Pandemic compels AFH tissue suppliers to adjust competitive strategies

RECOVERY AND OPPORTUNITIES

AFH tissue expected to see demand recover from 2021

AFH tissue and wipers poised to benefit from increased hygiene-consciousness

Population ageing will drive expansion of AFH adult incontinence

CATEGORY DATA

Table 49 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2015-2020
Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 51 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2015-2020
Table 52 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2020
Table 53 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2020-2025
Table 54 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2020-2025

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Megatrends

Country Report

Tissue and Hygiene in Ecuador

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Tissue and Hygiene in Ecuador

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Ecuador

KEY DATA FINDINGS

2020 IMPACT

Standard towels with wings proves most resilient to economic shock of COVID-19

State aid for vulnerable groups does not cover sanitary protection

Falling purchasing power compels consumers to trade down to cheaper options

RECOVERY AND OPPORTUNITIES

Economic fallout of COVID-19 will continue to shape purchasing behaviour

Higher prices and stigma expected to hamper recovery of tampons

Menstrual cups set to gain popularity but unlikely to threaten disposable products

CATEGORY DATA

Nappies/Diapers/Pants in Ecuador

KEY DATA FINDINGS

2020 IMPACT

COVID-19 fallout motivates many parents to toilet train toddlers earlier

Manufacturers introduce smaller and cheaper packs as purchasing power declines

Independent chemists/pharmacies make distribution gains

RECOVERY AND OPPORTUNITIES

Reduced purchasing power and falling birth rates will temper recovery

Disposable pants set to be the most dynamic category

Sustainability concerns will continue to drive demand for reusable cloth nappies

CATEGORY DATA

Retail Adult Incontinence in Ecuador

KEY DATA FINDINGS

2020 IMPACT

Home seclusion trend restricts demand for retail adult incontinence products

Reduced purchasing power encourages trading down and use of substitutes

Social stigma surrounding incontinence remains a significant barrier to demand

RECOVERY AND OPPORTUNITIES

Population ageing will fuel further expansion of retail adult incontinence

Social stigma associated with incontinence set to continue declining

Rising demand will stimulate investment in innovation and advertising

CATEGORY DATA

Wipes in Ecuador

KEY DATA FINDINGS

2020 IMPACT

Demand for baby wipes plummets due to economic and societal fallout of COVID-19

Moist toilet wipes is the only category to develop positively

Kimberly-Clark expands its “Plan Hospitales” programme in 2020

RECOVERY AND OPPORTUNITIES

Robust recovery expected from 2021, with baby wipes set to grow fastest

Further gains projected for lower-priced brands and private label products

Multiple factors should help to expand consumer base for wipes in Ecuador

CATEGORY DATA

Retail Tissue in Ecuador

KEY DATA FINDINGS

2020 IMPACT

Stockpiling and home seclusion boost demand for toilet paper

Paper towels is the best performing retail tissue category in 2020

Local brands and private label benefit from increased price-sensitivity