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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Ecuador

Apr 2019

US$2,650

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Executive Summary

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Retail tissue and hygiene value declines slightly in 2018

The tissue and hygiene market recorded a slight decline in current value terms in 2018. Performances among the various categories varied, as the mature ones showed low volume growth accompanied by modest price increases or even price decreases, while some immature categories continued to see increasing penetration, resulting in low current value growth rates, helped by more affordable brands entering the market.

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

During 2016 and 2017 brand owners and the main retailers started to offer aggressive discounts and run product promotions as a strategic measure to offset volume declines. Consumers are now used to spending more time in front of retailers’ shelves in order to seek out the best price offers, looking out for the best product promotions and finding the best value-for-money options.

Non-mature categories drive value growth

Whilst the most mature categories saw low volume growth in line with population growth, the relatively small and newest categories showed higher volume and value growth rates in 2018. Adult incontinence and personal wipes are both gaining penetration within hygiene, whilst paper towels showed higher growth rates in retail tissue.

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

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

Moderate 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 value declines slightly in 2018

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

Moderate growth expected due to uncertain economic and political scenario

MARKET INDICATORS

Table 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

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 growing in importance as imports are still restricted

Penetration of automatic hand dryers increasing

COMPETITIVE LANDSCAPE

Kimberly-Clark Ecuador is the 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 2013-2018
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 21 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 24 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in Ecuador

HEADLINES

PROSPECTS

Consumers trading down to least expensive offers

Consumers increasingly demanding 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

Two international brands launched in recent years

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

CATEGORY DATA

Table 25 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 28 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in Ecuador

HEADLINES

PROSPECTS

Strong marketing efforts increasing penetration of retail adult incontinence

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 2013-2018
Table 32 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 33 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 34 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 35 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 36 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in Ecuador

HEADLINES

PROSPECTS

Main players protecting product margins through downsizing

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

Domestic brands and private label strengthening

COMPETITIVE LANDSCAPE

Productos Familia Sancela del Ecuador leads retail tissue

Inpaecsa acquired by Productos Familia Sancela del Ecuador

Strong competition with aggressive advertising campaigns

CATEGORY DATA

Table 37 Retail Sales of Tissue by Category: Value 2013-2018
Table 38 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 39 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 40 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 41 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 42 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Sanitary Protection in Ecuador

HEADLINES

PROSPECTS

Consumers demand more features in standard products

Greater awareness of sanitary protection portfolio for different usage occasions

Conservative culture in sanitary protection limits alternative offers

COMPETITIVE LANDSCAPE

Productos Familia Sancela del Ecuador leads sanitary protection

Communication and marketing efforts focused on younger groups

Innovation focused on following consumers’ lifestyles

CATEGORY DATA

Table 43 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 44 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 45 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 46 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 47 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 48 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in Ecuador

HEADLINES

PROSPECTS

Main players increasing affordable offer to gain penetration

Baby wipes used for multiple purposes

Limited innovation with regard to 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 2013-2018
Table 50 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 51 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 52 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 53 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 54 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023

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Megatrends

Country Report

Tissue and Hygiene in Ecuador

New Report Guarantee

Executive Summary

New Report Guarantee

Retail tissue and hygiene value declines slightly in 2018

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

Moderate growth expected due to uncertain economic and political scenario

Samples

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 value declines slightly in 2018

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

Moderate 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 growing in importance as imports are still restricted

Penetration of automatic hand dryers increasing

COMPETITIVE LANDSCAPE

Kimberly-Clark Ecuador is the 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 demanding 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

Two international brands launched in recent years

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

CATEGORY DATA

Retail Adult Incontinence in Ecuador

HEADLINES

PROSPECTS

Strong marketing efforts increasing penetration of retail adult incontinence

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 increases in order to enter small grocery stores

Domestic brands and private label strengthening

COMPETITIVE LANDSCAPE

Productos Familia Sancela del Ecuador leads retail tissue

Inpaecsa acquired by Productos Familia Sancela del Ecuador

Strong competition with aggressive advertising campaigns

CATEGORY DATA

Sanitary Protection in Ecuador

HEADLINES

PROSPECTS

Consumers demand more features in standard products

Greater awareness of sanitary protection portfolio for different usage occasions

Conservative culture in sanitary protection limits alternative offers

COMPETITIVE LANDSCAPE

Productos Familia Sancela del Ecuador leads sanitary protection

Communication and marketing efforts focused on younger groups

Innovation focused on following consumers’ lifestyles