Wipes in Ecuador

PRE-COVID-19 PERFORMANCE

Baby wipes benefits from diverse usage

With the broadest offer in terms of brands and availability, baby wipes remained the largest category in wipes in 2019. As a result, baby wipes products were not only used by parents but also by adults without babies - by women for removing make-up, for example, or as a replacement for hand washing or toilet care wipes.

Intense pricing competition and growing demand for natural products

Personal wipes saw continued growth in 2019, with volumes continuing to expand at a faster rate than value. Even though baby wipes still accounted for the majority of personal wipes sales at the end of the review period, retailers were providing a more differentiated product offer.

Leaders neck-and-neck, while private label expands

Productos Familia Sancela del Ecuador and Kimberly-Clark Ecuador were neck-and-neck at the top of the rankings in wipes in 2019. The leaders offered well-known baby wipes brands - Pequeñin and Huggies, respectively.

2020 AND BEYOND

COVID-19 impact

While forecasts have been revised in light of the impact of COVID-19, sales of wipes are expected to grow by 1% in 2019 constant value terms in 2020 overall. This is the same as the forecast growth rate in the 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within wipes

While the overall growth rate for wipes in 2020 is expected to be unaffected by COVID-19, the pandemic is having a variable impact across categories and product areas. Personal wipes with anti-viral and anti-bacterial properties are seeing an increase in demand amongst those consumers who can afford such products, as people pay increased attention to hygiene.

Recovery and opportunities

The rise in consumer hygiene-consciousness resulting from COVID-19 is likely to have an enduring effect on consumer demand, which has the potential to create opportunities for the development of wipes, and particularly those with anti-viral and anti-bacterial properties, even after the pandemic is under control. Meanwhile, ongoing urbanisation and busy modern lifestyles are likely to boost demand for products that offer time-saving convenience, such as baby wipes.

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