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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Ecuador

Jun 2020

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

Retail hygiene sales remain relatively unaffected by COVID-19 in Ecuador, with categories such as sanitary protection, nappies/diapers/pants and adult incontinence considered essential amongst their core consumer bases. While some stockpiling occurred as consumers feared running out of essential items, the limited potential for increased usage in these categories means that the impact is expected to be short-lived, with sales normalising during 2020.

COVID-19 country impact

As of 6 May 2020, Ecuador had seen around 1,600 deaths due to COVID-19 and 31,900 cases. Mobility restrictions started to be introduced throughout Ecuador on 17 March, with people only allowed to leave their homes to buy groceries and a curfew in force between 14.

Challenging economic conditions increase consumer price-sensitivity

Economic difficulties magnified the importance of price-sensitivity in a market already characterised by low levels of consumer purchasing power in 2019. This encouraged brand owners and major retailers to adopt aggressive discounting strategies and employ product promotions in an effort to maintain share and reach volume goals.

Multinational leaders face intensifying pricing competition

Multinationals continued to dominate the Ecuadorian tissue and hygiene market in 2019, with SCA and Kimberly-Clark taking the lead through Productos Familia Sancela del Ecuador (in which SCA holds a 50% share) and Kimberly-Clark Ecuador, respectively. These players benefit from considerable brand recognition established through strong marketing support and extensive distribution networks, and a reputation for high-quality products.

Retail set to recover, while away-from-home continues to struggle

Having been hit hard by challenging economic conditions for the majority of the review period, the Ecuadorian retail tissue and hygiene market is expected to recover over the course of 2019-2024. The market is proving relatively resilient in the face of COVID-19 due to the essential status of products such as sanitary protection, nappies/diapers, and adult incontinence for their core consumers.

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Tissue and Hygiene Sample Report Tissue and Hygiene 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 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

Challenging economic conditions increase consumer price-sensitivity

Multinational leaders face intensifying pricing competition

Retail set to recover, while away-from-home continues to struggle

MARKET INDICATORS

Table 1 Birth Rates 2014-2019
Table 2 Infant Population 2014-2019
Table 3 Female Population by Age 2014-2019
Table 4 Total Population by Age 2014-2019
Table 5 Households 2014-2019
Table 6 Forecast Infant Population 2019-2024
Table 7 Forecast Female Population by Age 2019-2024
Table 8 Forecast Total Population by Age 2019-2024
Table 9 Forecast Households 2019-2024

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2014-2019
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2015-2019
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2016-2019
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2014-2019
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2014-2019
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2019
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Ecuador

HEADLINES

PRE-COVID-19 PERFORMANCE

High levels of brand loyalty

Reusable products struggle to gain traction, while stigma continues to act as an obstacle to the development of tampons

Leading brands invest in innovation and strong marketing activity

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2014-2019
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2014-2019
Table 21 NBO Company Shares of Retail Sanitary Protection: % Value 2015-2019
Table 22 LBN Brand Shares of Retail Sanitary Protection: % Value 2016-2019
Table 23 Forecast Retail Sales of Sanitary Protection by Category: Value 2019-2024
Table 24 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2019-2024

Nappies/Diapers/Pants in Ecuador

HEADLINES

PRE-COVID-19 PERFORMANCE

Price plays a key role

Gender segmentation not considered a key selling point

Kimberly-Clark responds to competition with aggressive pricing

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Table 25 Retail Sales of Nappies/Diapers/Pants by Category: Value 2014-2019
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2014-2019
Table 27 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2015-2019
Table 28 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2016-2019
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024

Retail Adult Incontinence in Ecuador

HEADLINES

PRE-COVID-19 PERFORMANCE

Stigma erosion key to growth

E-commerce developing and able to appeal to consumers looking for discretion

Major players work to raise awareness and erode stigma

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Table 31 Sales of Retail Adult Incontinence by Category: Value 2014-2019
Table 32 Sales of Retail Adult Incontinence by Category: % Value Growth 2014-2019
Table 33 NBO Company Shares of Retail Adult Incontinence: % Value 2015-2019
Table 34 LBN Brand Shares of Retail Adult Incontinence: % Value 2016-2019
Table 35 Forecast Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 36 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024

Wipes in Ecuador

HEADLINES

PRE-COVID-19 PERFORMANCE

Baby wipes benefits from diverse usage

Intense pricing competition and growing demand for natural products

Leaders neck-and-neck, while private label expands

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Table 37 Retail Sales of Wipes by Category: Value 2014-2019
Table 38 Retail Sales of Wipes by Category: % Value Growth 2014-2019
Table 39 NBO Company Shares of Retail Wipes: % Value 2015-2019
Table 40 LBN Brand Shares of Retail Wipes: % Value 2016-2019
Table 41 Forecast Retail Sales of Wipes by Category: Value 2019-2024
Table 42 Forecast Retail Sales of Wipes by Category: % Value Growth 2019-2024

Retail Tissue in Ecuador

HEADLINES

PRE-COVID-19 PERFORMANCE

Toilet paper remains highly commodified

Price a key factor in toilet paper and paper towels

Leader faces growing competition as consumers look for more affordable options

2020 AND BEYOND

COVID-19 impact

Affected products within retail tissue

Recovery and opportunities

CATEGORY DATA

Table 43 Retail Sales of Tissue by Category: Value 2014-2019
Table 44 Retail Sales of Tissue by Category: % Value Growth 2014-2019
Table 45 NBO Company Shares of Retail Tissue: % Value 2015-2019
Table 46 LBN Brand Shares of Retail Tissue: % Value 2016-2019
Table 47 Forecast Retail Sales of Tissue by Category: Value 2019-2024
Table 48 Forecast Retail Sales of Tissue by Category: % Value Growth 2019-2024

Away-From-Home Tissue and Hygiene in Ecuador

HEADLINES

PRE-COVID-19 PERFORMANCE

Increasing emphasis on hygiene boosts away-from-home tissue sales

AFH clients look beyond price, while smaller businesses look to retail

Multinationals dominate away-from-home tissue and hygiene

2020 AND BEYOND

COVID-19 impact

Affected products within away-from-home tissue and hygiene

Recovery and opportunities

CATEGORY DATA

Table 49 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2014-2019
Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 51 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2014-2019
Table 52 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 53 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 54 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024

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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

Challenging economic conditions increase consumer price-sensitivity

Multinational leaders face intensifying pricing competition

Retail set to recover, while away-from-home continues to struggle

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

Challenging economic conditions increase consumer price-sensitivity

Multinational leaders face intensifying pricing competition

Retail set to recover, while away-from-home continues to struggle

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Ecuador

HEADLINES

PRE-COVID-19 PERFORMANCE

High levels of brand loyalty

Reusable products struggle to gain traction, while stigma continues to act as an obstacle to the development of tampons

Leading brands invest in innovation and strong marketing activity

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Nappies/Diapers/Pants in Ecuador

HEADLINES

PRE-COVID-19 PERFORMANCE

Price plays a key role

Gender segmentation not considered a key selling point

Kimberly-Clark responds to competition with aggressive pricing

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Retail Adult Incontinence in Ecuador

HEADLINES

PRE-COVID-19 PERFORMANCE

Stigma erosion key to growth

E-commerce developing and able to appeal to consumers looking for discretion

Major players work to raise awareness and erode stigma

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Wipes in Ecuador

HEADLINES

PRE-COVID-19 PERFORMANCE

Baby wipes benefits from diverse usage

Intense pricing competition and growing demand for natural products

Leaders neck-and-neck, while private label expands

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Retail Tissue in Ecuador

HEADLINES

PRE-COVID-19 PERFORMANCE

Toilet paper remains highly commodified

Price a key factor in toilet paper and paper towels

Leader faces growing competition as consumers look for more affordable options