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Home Care in Ecuador

  • ID: 2515363
  • Report
  • February 2021
  • Region: Ecuador
  • 53 pages
  • Euromonitor International
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Home care in Ecuador was characterised by an overall slowdown in growth in 2020, in line with the country’s decelerating economy. The pandemic and the resulting economic uncertainty led Ecuadorian consumers to prioritise their purchases to basic goods that they use regularly. The sanitary situation benefited surface care and bleach most, whilst negatively affecting polishes and air care as the latter are generally considered unnecessary.

The Home Care in Ecuador market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2025 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
  • Get a detailed picture of the Home Care market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.
Note: Product cover images may vary from those shown
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EXECUTIVE SUMMARY
  • COVID-19 impact on home care
  • COVID-19 country impact
  • Company response
  • Retailing shift
  • What next for home care?
MARKET INDICATORS
  • Table 1 Households 2015-2020
MARKET DATA
  • Table 2 Sales of Home Care by Category: Value 2015-2020
  • Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
  • Table 4 NBO Company Shares of Home Care: % Value 2016-2020
  • Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
  • Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
  • Table 7 Distribution of Home Care by Format: % Value 2015-2020
  • Table 8 Distribution of Home Care by Format and Category: % Value 2020
  • Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
  • Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025
  • ROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES
  • Summary 1 Research Sources
KEY DATA FINDINGS

2020 IMPACT
  • Standard powder detergents maintains majority share
  • Economic recession negatively affects laundry aids and liquid detergents
  • Unilever stays ahead with its long-established Deja brand
RECOVERY AND OPPORTUNITIES
  • Affordability will be a key driver of purchasing decisions
  • Liquid detergents records rapid growth
  • Domestic companies gain ground, but multinationals lead laundry care
CATEGORY DATA
  • Table 11 Sales of Laundry Care by Category: Value 2015-2020
  • Table 12 Sales of Laundry Care by Category: % Value Growth 2015-2020
  • Table 13 Sales of Laundry Aids by Category: Value 2015-2020
  • Table 14 Sales of Laundry Aids by Category: % Value Growth 2015-2020
  • Table 15 Sales of Laundry Detergents by Category: Value 2015-2020
  • Table 16 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
  • Table 17 NBO Company Shares of Laundry Care: % Value 2016-2020
  • Table 18 LBN Brand Shares of Laundry Care: % Value 2017-2020
  • Table 19 NBO Company Shares of Laundry Aids: % Value 2016-2020
  • Table 20 LBN Brand Shares of Laundry Aids: % Value 2017-2020
  • Table 21 NBO Company Shares of Laundry Detergents: % Value 2016-2020
  • Table 22 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
  • Table 23 Forecast Sales of Laundry Care by Category: Value 2020-2025
  • Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Hand dishwashing remains dominant due to low possession rate of dishwashers
  • Economic recession negatively affects sales of ecologically friendly dishwashing products
  • Jabonería Wilson retains its lead of dishwashing, benefiting from a long-standing reputation of quality
RECOVERY AND OPPORTUNITIES
  • Domestic brands set to increase their value share with ecologically friendly products
  • Liquid hand dishwashing will continue to gain ground with new developments
  • Rising demand sees an increase in hand dishwashing products with skin care benefits
CATEGORY DATA
  • Table 25 Sales of Dishwashing by Category: Value 2015-2020
  • Table 26 Sales of Dishwashing by Category: % Value Growth 2015-2020
  • Table 27 NBO Company Shares of Dishwashing: % Value 2016-2020
  • Table 28 LBN Brand Shares of Dishwashing: % Value 2017-2020
  • Table 29 Forecast Sales of Dishwashing by Category: Value 2020-2025
  • Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • COVID-19 boosts sales of home care disinfectants, multi-purpose cleaners and floor cleaners
  • Multi-purpose cleaners continues to dominate surface care
  • Colgate-Palmolive retains leadership of surface care, benefiting from the long-established presence of its brands
RECOVERY AND OPPORTUNITIES
  • Demand for home care disinfectants, multi-purpose cleaners and floor cleaners anticipated to stabilise as the pandemic subsides
  • Trend towards ecologically friendly products starts to gain ground in surface care
  • Private label products to become more popular with consumers
CATEGORY DATA
  • Table 31 Sales of Surface Care by Category: Value 2015-2020
  • Table 32 Sales of Surface Care by Category: % Value Growth 2015-2020
  • Table 33 NBO Company Shares of Surface Care: % Value 2016-2020
  • Table 34 LBN Brand Shares of Surface Care: % Value 2017-2020
  • Table 35 Forecast Sales of Surface Care by Category: Value 2020-2025
  • Table 36 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Considered an effective disinfectant, COVID-19 triggered a surge in demand for bleach
  • Bleach’s versatility maintains its popularity
  • Clorox remains dominant in bleach as a result of aggressive advertising and new product launches
RECOVERY AND OPPORTUNITIES
  • Growth in bleach expected to stabilise as the pandemic subsides
  • Rising awareness of adverse health effects pose threat to growth of bleach
  • Private label anticipated to gain in value share
CATEGORY DATA
  • Table 37 Sales of Bleach: Value 2015-2020
  • Table 38 Sales of Bleach: % Value Growth 2015-2020
  • Table 39 NBO Company Shares of Bleach: % Value 2016-2020
  • Table 40 LBN Brand Shares of Bleach: % Value 2017-2020
  • Table 41 Forecast Sales of Bleach: Value 2020-2025
  • Table 42 Forecast Sales of Bleach: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Toilet care products considered to be non-essential
  • Manufacturers boost sales with promotions and discounts
  • Calbaq leads of toilet care with flagship brand Tip’s
RECOVERY AND OPPORTUNITIES
  • Recovery in toilet care expected to be slow
  • Convenience and efficiency will drive growth in toilet care
  • Rim liquids predicted to record highest growth
CATEGORY DATA
  • Table 43 Sales of Toilet Care by Category: Value 2015-2020
  • Table 44 Sales of Toilet Care by Category: % Value Growth 2015-2020
  • Table 45 NBO Company Shares of Toilet Care: % Value 2016-2020
  • Table 46 LBN Brand Shares of Toilet Care: % Value 2017-2020
  • Table 47 Forecast Sales of Toilet Care by Category: Value 2020-2025
  • Table 48 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • COVID-19 negatively affects shoe polishes sales in particular
  • Consumers lose need for polishes as materials evolve
  • Virumec maintains its lead of polishes thanks to the quality reputation of its brands
RECOVERY AND OPPORTUNITIES
  • Future growth anticipated to be lower than prior to the pandemic due to changing lifestyles
  • In a context of economic uncertainty, domestic brands and private label predicted to gain share
  • Metal polish expected to gain ground as the economy recovers
CATEGORY DATA
  • Table 49 Sales of Polishes by Category: Value 2015-2020
  • Table 50 Sales of Polishes by Category: % Value Growth 2015-2020
  • Table 51 NBO Company Shares of Polishes: % Value 2016-2020
  • Table 52 LBN Brand Shares of Polishes: % Value 2017-2020
  • Table 53 Forecast Sales of Polishes by Category: Value 2020-2025
  • Table 54 Forecast Sales of Polishes by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Considered non-essential, economic recession negatively affects air care products sales
  • High-income earners demand value-added benefits
  • Johnson Wax retains leadership of air care, benefiting from high brand recognition
RECOVERY AND OPPORTUNITIES
  • A resumption of social gatherings and outdoor activities will drive sales in the forecast period
  • Spray/aerosol air fresheners risk losing popularity due to health concerns
  • Value-added features drive development in air care
CATEGORY DATA
  • Table 55 Sales of Air Care by Category: Value 2015-2020
  • Table 56 Sales of Air Care by Category: % Value Growth 2015-2020
  • Table 57 NBO Company Shares of Air Care: % Value 2016-2020
  • Table 58 LBN Brand Shares of Air Care: % Value 2017-2020
  • Table 59 Forecast Sales of Air Care by Category: Value 2020-2025
  • Table 60 Forecast Sales of Air Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • COVID-19 has minimal impact on home insecticides, a product area in which demand is driven by seasonal factors
  • Spray/aerosol is the most popular format for home insecticides
  • Johnson Wax continues to lead home insecticides
RECOVERY AND OPPORTUNITIES
  • Rising awareness prompts consumer concern about health impact of home insecticides
  • Premium brands diversify range with products to target specific insects
  • Domestic companies forecast continued growth in home insecticides
CATEGORY DATA
  • Table 61 Sales of Home Insecticides by Category: Value 2015-2020
  • Table 62 Sales of Home Insecticides by Category: % Value Growth 2015-2020
  • Table 63 NBO Company Shares of Home Insecticides: % Value 2016-2020
  • Table 64 LBN Brand Shares of Home Insecticides: % Value 2017-2020
  • Table 65 Forecast Sales of Home Insecticides by Category: Value 2020-2025
  • Table 66 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025
Note: Product cover images may vary from those shown
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