Weight Management and Wellbeing in Ecuador

PROSPECTS

Demand boosted by rising consumer health and wellness awareness

The strong performance of weight management and wellbeing is mainly being driven by strong awareness of the health and wellness trend among all consumer groups. Most consumers are not only aware of this trend but are also taking strong actions to take care of their health and personal image.

Demand for convenience ensures meal replacement continues to lead sales

Meal replacement remains the largest category within weight management and wellbeing, with these products seen as an effective way to lose weight as they help manage the intake of calories and nutrition. Meanwhile, supplement nutrition drinks remains the most dynamic category, with sales being boosted by consumer interest in ageing healthily, sports people, and beauty care awareness.

Close customer relationships key to attracting consumers

Weight management and wellbeing manufacturers make strong investments in marketing in order to promote their brands and raise awareness of the benefits of their products. Education, sampling and nutrition counselling are some of the major activities that are constantly being carried out by leading brands, with such activity expected to continue over the forecast period and maintain growth.

COMPETITIVE LANDSCAPE

Leading players target younger convenience seeking consumers

Herbalife del Ecuador is the leading player within weight management and wellbeing, investing heavily in innovation and strong communication through various media tools. The company enjoys strong nationwide distribution through its direct sales channel and has improved its costs and logistics by producing many of its products locally, while competitors tend to import their products.

Investment in innovation and communication key to success

Abbott Laboratorios del Ecuador ranked second within weight management and wellbeing in 2019. The company invests in innovation and communication through a wide range of media and focuses on large retailers such as hypermarkets, supermarkets and drugstore chains.

Direct sellers benefit from extensive distribution and sponsorship endorsement

Direct selling companies together account for around half of overall weight management and wellbeing current value sales. Their main strengths include a large sales force of more than 250,000 representatives, the sponsorship of well-known sports teams, athletes and celebrities, plus strong and constant advertisements on billboards, in magazines and via home media.

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