Wipes in Ecuador

PROSPECTS

Main players increasing affordable offer to gain penetration

Wipes is still a relatively small category in tissue and hygiene. Nevertheless, its penetration and volume growth in all personal wipes categories increased in recent years.

Baby wipes used for multiple purposes

Baby wipes is the largest category, as these wipes are also used by adults without babies, for example by women for removing make-up, or as a replacement for hand washing or toilet care wipes. Even though general-purpose wipes can address these needs, baby wipes are the easiest to find, and the price offer is wider.

Limited innovation with regard to product features

During the final years of the review period innovation in wipes focused on the launch of products with natural ingredients, free from strong fragrances and alcohol, and adding natural components such as aloe, karité, lavender and chamomile. A wider offer of eco-products is expected during the forecast period, with natural ingredients and hypoallergenic components, as consumers become more aware of the benefits of these features.

COMPETITIVE LANDSCAPE

Kimberly-Clark Ecuador leads wipes value sales

Kimberly-Clark Ecuador leads wipes sales with the baby wipes brand Huggies. The company offers a wide variety of products under the brand, which includes different scents, refill packs, flip-top packs and products for newborns.

Productos Familia Sancela leads volume sales

Very close to the leading brand in value terms is Productos Familia Sancela’s baby wipes brand Pequeñin. The company leads volume sales, but its prices are lower than those of Huggies, therefore its value share is slightly lower.

Private label presence increasing

Private label products are present in wipes. The main supermarket chain, Supermaxi, offers baby wipes and moist toilet wipes, while the main pharmacy chain, Fybeca, offers baby wipes, although their shares were not significant at the end of the review period.

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