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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Ecuador

38 pages, Mar 2018

US$2,650

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Executive Summary

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Retail tissue and hygiene maintains slow growth pace in 2017

The tissue and hygiene market saw low value growth in 2017. Behaviour amongst categories varies, as the mature ones show a low volume growth accompanied by low price increases or even price decreases, whilst non-mature categories were increasing penetration, with value growth that was a consequence of volume sales increases.

Retail market value and brand loyalty strongly impacted by discounts and promotions

During 2016, brand owners and main retailers started to make discounts and run product promotions in order to offset volume decreases. With these actions helping to achieve volume objectives, in 2017 they were everyday practice amongst retailers.

Non-mature categories drive value growth

Whilst the most mature categories show a low volume growth pace, in line with population growth, the relatively small and newest categories showed higher volume and value growth rates in 2017. Adult incontinence and personal wipes were both gaining penetration within hygiene, whilst paper towels also showed higher growth rates amongst retail tissue categories.

Supermarkets and independent small grocers are the main tissue and hygiene distribution channels

Tissue and hygiene distribution for retail is concentrated amongst traditional trade in small independent grocery stores and amongst modern trade in supermarkets, hypermarkets and health and beauty speciality stores, in which pharmacy chains are the main players. Some products, which were traditionally found only at supermarkets, are starting to enter traditional trade, driven by the launch of smaller-sized and lower-content products, which have a higher unit price, but can be purchased with low disbursement.

Conservative growth expected due to uncertain economic and political scenario

Lenin Moreno became Ecuador’s new president in April 2017. As Moreno is a member of the ruling Alianza Pais political party from the previous government, no significant policy changes are anticipated over the four years of his term.

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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

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 1 Birth Rates 2012-2017
Table 2 Infant Population 2012-2017
Table 3 Female Population by Age 2012-2017
Table 4 Total Population by Age 2012-2017
Table 5 Households 2012-2017
Table 6 Forecast Infant Population 2017-2022
Table 7 Forecast Female Population by Age 2017-2022
Table 8 Forecast Total Population by Age 2017-2022
Table 9 Forecast Households 2017-2022

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2012-2017
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2013-2017
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2014-2017
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2012-2017
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2012-2017
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2017
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Ecuador

HEADLINES

PROSPECTS

Economic contraction reduces consumption frequency in AFH channel

Domestic products gaining relevance as imports are still restricted

Automatic hand dryers increasing penetration

COMPETITIVE LANDSCAPE

Kimberly-Clark Ecuador is leading provider of away-from-home tissue and hygiene products

Public procurement portal manages public institutions’ acquisitions

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2012-2017
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 21 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2012-2017
Table 22 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2017
Table 23 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2017-2022
Table 24 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2017-2022

Nappies/Diapers/Pants in Ecuador

HEADLINES

PROSPECTS

Consumers trading down to least expensive offers

Consumers increasingly demand pants that are flexible and easier to use

Day-by-day purchase habit makes traditional trade the leading channel

COMPETITIVE LANDSCAPE

Kimberly-Clark Ecuador leads the category

Procter & Gamble launches Pampers in 2017

Innovation focuses on softness, absorption and quality at an affordable price

CATEGORY DATA

Table 25 Retail Sales of Nappies/Diapers/Pants by Category: Value 2012-2017
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2012-2017
Table 27 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2013-2017
Table 28 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2014-2017
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2017-2022
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2017-2022

Retail Adult Incontinence in Ecuador

HEADLINES

PROSPECTS

Strong marketing efforts increasing category penetration

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 31 Sales of Retail Adult Incontinence by Category: Value 2012-2017
Table 32 Sales of Retail Adult Incontinence by Category: % Value Growth 2012-2017
Table 33 NBO Company Shares of Retail Adult Incontinence: % Value 2013-2017
Table 34 LBN Brand Shares of Retail Adult Incontinence: % Value 2014-2017
Table 35 Forecast Sales of Retail Adult Incontinence by Category: Value 2017-2022
Table 36 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2017-2022

Retail Tissue in Ecuador

HEADLINES

PROSPECTS

Main players protecting product margins through downsizing

Affordable paper towels offer increase in order to enter small grocery stores

Napkins value growth negatively impacted by a high offer of economy brands

COMPETITIVE LANDSCAPE

Productos Familia Sancela del Ecuador leads retail tissue

Domestic brands and private label gaining strength

Strong competition with aggressive advertising campaigns

CATEGORY DATA

Table 37 Retail Sales of Tissue by Category: Value 2012-2017
Table 38 Retail Sales of Tissue by Category: % Value Growth 2012-2017
Table 39 NBO Company Shares of Retail Tissue: % Value 2013-2017
Table 40 LBN Brand Shares of Retail Tissue: % Value 2014-2017
Table 41 Forecast Retail Sales of Tissue by Category: Value 2017-2022
Table 42 Forecast Retail Sales of Tissue by Category: % Value Growth 2017-2022

Sanitary Protection in Ecuador

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 43 Retail Sales of Sanitary Protection by Category: Value 2012-2017
Table 44 Retail Sales of Sanitary Protection by Category: % Value Growth 2012-2017
Table 45 NBO Company Shares of Retail Sanitary Protection: % Value 2013-2017
Table 46 LBN Brand Shares of Retail Sanitary Protection: % Value 2014-2017
Table 47 Forecast Retail Sales of Sanitary Protection by Category: Value 2017-2022
Table 48 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2017-2022

Wipes in Ecuador

HEADLINES

PROSPECTS

Main players increasing affordable offer to gain penetration

Baby wipes used for multiple purposes

Low innovation regarding product features

COMPETITIVE LANDSCAPE

Kimberly-Clark Ecuador leads wipes value sales

Productos Familia Sancela leads volume sales

Private label presence increasing

CATEGORY DATA

Table 49 Retail Sales of Wipes by Category: Value 2012-2017
Table 50 Retail Sales of Wipes by Category: % Value Growth 2012-2017
Table 51 NBO Company Shares of Retail Wipes: % Value 2013-2017
Table 52 LBN Brand Shares of Retail Wipes: % Value 2014-2017
Table 53 Forecast Retail Sales of Wipes by Category: Value 2017-2022
Table 54 Forecast Retail Sales of Wipes by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Tissue and Hygiene in Ecuador

New Report Guarantee

Executive Summary

New Report Guarantee

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

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Overview

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Samples: FAQs about samples

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Table of Contents

Tissue and Hygiene in Ecuador

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

Away-From-Home Tissue and Hygiene in Ecuador

HEADLINES

PROSPECTS

Economic contraction reduces consumption frequency in AFH channel

Domestic products gaining relevance as imports are still restricted

Automatic hand dryers increasing penetration

COMPETITIVE LANDSCAPE

Kimberly-Clark Ecuador is leading provider of away-from-home tissue and hygiene products

Public procurement portal manages public institutions’ acquisitions

CATEGORY DATA

Nappies/Diapers/Pants in Ecuador

HEADLINES

PROSPECTS

Consumers trading down to least expensive offers

Consumers increasingly demand pants that are flexible and easier to use

Day-by-day purchase habit makes traditional trade the leading channel

COMPETITIVE LANDSCAPE

Kimberly-Clark Ecuador leads the category

Procter & Gamble launches Pampers in 2017

Innovation focuses on softness, absorption and quality at an affordable price

CATEGORY DATA

Retail Adult Incontinence in Ecuador

HEADLINES

PROSPECTS

Strong marketing efforts increasing category penetration

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

Retail Tissue in Ecuador

HEADLINES

PROSPECTS

Main players protecting product margins through downsizing

Affordable paper towels offer increase in order to enter small grocery stores

Napkins value growth negatively impacted by a high offer of economy brands

COMPETITIVE LANDSCAPE

Productos Familia Sancela del Ecuador leads retail tissue

Domestic brands and private label gaining strength

Strong competition with aggressive advertising campaigns

CATEGORY DATA

Sanitary Protection in Ecuador

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