Personal wipes are by some distance the largest part of the channel in volume terms, and baby wipes dominate this set of products. Over the review period, babu wipes had seen a significant growth in offer as consumer use widened; it is common in Ecuador for the main brands to sell this product through traditional channels and through street vendors at traffic lights.
During the pandemic, one of the hardest hit consumer categories has been cosmetic products. In an uncertain economic scenario, this type of product was no longer a priority for many consumers, and lockdown meant its use at work or for social events was less frequent.
Over the review period, Kimberly-Clark Ecuador SA’s Huggies baby wipes brand has gone from category leadership to a collapsing market share. The company has not only been affected by the contraction of the category and consumers trading down from its brand to cheaper products, but has also been strongly impacted by the biological contamination of some of its wipes products.
Volume sales of baby wipes are expected to make a full recovery in 2022, followed by sustained growth over the forecast period. This product has a widening distribution in both modern and traditional channels, with a large variety of brands that are supported by constant promotional activity.
Relatively new products in the category such as moist toilet wipes or intimate wipes are expected to steadily grow sales over the forecast period. Growth will admittedly be exaggerated by their emergence from a low base, but widening availability and consumer awareness of these products will create organic demand; investment in pharmacy chains, supermarkets and hypermarkets is putting more of these products in front of consumers.
One of the immediate effects of the COVID-19 pandemic was the appearance of products with disinfectant or antibacterial properties. Wipes was no exception to this, and one of the companies that reacted most quickly to this was Productos Familia Sancela del Ecuador SA, which launched and antibacterial baby wipes with a chlorhexidine component in 2020.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Ecuador with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Wipes industry in Ecuador, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of personal wipes and household cleaning wipesSee All of Our Definitions
This report originates from Passport, our Wipes research and analysis database.
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