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Beauty and Personal Care in Ecuador

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    Report

  • 115 Pages
  • May 2025
  • Region: Ecuador
  • Euromonitor International
  • ID: 2555756
Beauty and personal care saw growth in both value and volume terms in Ecuador in 2024, although, throughout the year, several negative factors impacted overall consumer spending. One of the most significant was a series of power outages, which peaked in September, lasting up to 12 hours in some areas. These disruptions affected business operations, reduced consumer activity, and significantly impacted social interactions and foot traffic in retail spaces.

The Beauty and Personal Care in Ecuador report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun 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 Beauty and Personal 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.

Table of Contents

EXECUTIVE SUMMARY
  • Beauty and personal care in 2024: The big picture
  • 2024 key trends
  • Competitive landscape
  • Retail developments
  • What next for beauty and personal care?
MARKET DATA
  • Table 1 Sales of Beauty and Personal Care by Category: Value 2019-2024
  • Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024
  • Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2020-2024
  • Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2020-2024
  • Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2021-2024
  • Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2019-2024
  • Table 7 Distribution of Beauty and Personal Care by Format: % Value 2019-2024
  • Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2024
  • Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2024-2029
  • Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN ECUADORKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Mass beauty and personal care sees continued growth thanks to direct selling
  • Yanbal leads mass beauty and personal care thanks to a wide number of independent distributors and a well-established portfolio
  • Ecuadorians are smart shoppers that hunt for the best deals
PROSPECTS AND OPPORTUNITIES
  • Sustained growth driven by innovation and expanding channels
  • Natura’s entrance to Ecuador presents new challenges for established companies
  • Players focus on innovation to stay relevant
CATEGORY DATA
  • Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
  • Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024
  • Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2020-2024
  • Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2021-2024
  • Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2024-2029
  • Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2024-2029
PREMIUM BEAUTY AND PERSONAL CARE IN ECUADORKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Stable growth, though mixed performances across categories
  • L'Oréal’s brands play key role in premium beauty and personal care
  • Consumers look for cheaper ways to access to premium beauty and personal care products
PROSPECTS AND OPPORTUNITIES
  • Hair care, skin care and sun care are set to be the drivers of premium beauty and personal care
  • Dupes will limit the growth of premium beauty and personal care
  • Marketing and innovation to go hand in hand in the forecast period
CATEGORY DATA
  • Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
  • Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024
  • Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2020-2024
  • Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2021-2024
  • Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2024-2029
  • Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2024-2029
BABY AND CHILD-SPECIFIC PRODUCTS IN ECUADORKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Baby and child-specific products continue to grow in the midst of a declining target demographic
  • Johnson & Johnson del Ecuador leads the category, while La Fabril increases its market share
  • E-commerce faces important challenges as it looks to become mainstream
PROSPECTS AND OPPORTUNITIES
  • Sun care set to see strong growth as parents become more aware of skin care issues
  • Paediatricians as key Influencers in baby and child-specific product consumption
  • Consumers looking for dermocosmetics for their children
CATEGORY DATA
  • Table 23 Sales of Baby and Child-specific Products by Category: Value 2019-2024
  • Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
  • Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024
  • Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2020-2024
  • Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2021-2024
  • Table 28 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2021-2024
  • Table 29 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2021-2024
  • Table 30 Forecast Sales of Baby and Child-specific Products by Category: Value 2024-2029
  • Table 31 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2024-2029
  • Table 32 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2024-2029
BATH AND SHOWER IN ECUADORKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Bath and shower struggles
  • Colgate-Palmolive de Ecuador SA leads the category
  • Discounters is the strongest performer in bath and shower
PROSPECTS AND OPPORTUNITIES
  • Bath and shower to see moderate growth in the forecast period
  • Private labels seeking to look like branded products
  • Innovation and quality as key differentiators against private labels and discount competition
CATEGORY DATA
  • Table 33 Sales of Bath and Shower by Category: Value 2019-2024
  • Table 34 Sales of Bath and Shower by Category: % Value Growth 2019-2024
  • Table 35 Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024
  • Table 36 NBO Company Shares of Bath and Shower: % Value 2020-2024
  • Table 37 LBN Brand Shares of Bath and Shower: % Value 2021-2024
  • Table 38 LBN Brand Shares of Premium Bath and Shower: % Value 2021-2024
  • Table 39 Forecast Sales of Bath and Shower by Category: Value 2024-2029
  • Table 40 Forecast Sales of Bath and Shower by Category: % Value Growth 2024-2029
  • Table 41 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2024-2029
COLOUR COSMETICS IN ECUADORKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Lip products drive colour cosmetics growth
  • A thriving category with multiple players growing
  • Distribution channel development helps to boost category growth
PROSPECTS AND OPPORTUNITIES
  • Strong comeback of lip gloss in the forecast period
  • Leveraging untapped channels to grow in the forecast period
  • Incorporating skin care properties will be crucial in the forecast period
CATEGORY DATA
  • Table 42 Sales of Colour Cosmetics by Category: Value 2019-2024
  • Table 43 Sales of Colour Cosmetics by Category: % Value Growth 2019-2024
  • Table 44 Sales of Colour Cosmetics by Premium vs Mass: % Value 2019-2024
  • Table 45 NBO Company Shares of Colour Cosmetics: % Value 2020-2024
  • Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2021-2024
  • Table 47 LBN Brand Shares of Premium Colour Cosmetics: % Value 2021-2024
  • Table 48 Forecast Sales of Colour Cosmetics by Category: Value 2024-2029
  • Table 49 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2024-2029
  • Table 50 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2024-2029
DEODORANTS IN ECUADORKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Deodorants continue to see steady growth in Ecuador
  • Unilever leads the category with strong distribution and marketing investments
  • Hard discounters manages to become a strong channel in deodorants
PROSPECTS AND OPPORTUNITIES
  • Sustained growth in the forecast period to be driven by affordability and consumer needs
  • Connecting with consumers through marketing campaigns
  • Axe looking to renew its image with Fine Fragrances
CATEGORY DATA
  • Table 51 Sales of Deodorants by Category: Value 2019-2024
  • Table 52 Sales of Deodorants by Category: % Value Growth 2019-2024
  • Table 53 Sales of Deodorants by Premium vs Mass: % Value 2019-2024
  • Table 54 NBO Company Shares of Deodorants: % Value 2020-2024
  • Table 55 LBN Brand Shares of Deodorants: % Value 2021-2024
  • Table 56 LBN Brand Shares of Premium Deodorants: % Value 2021-2024
  • Table 57 Forecast Sales of Deodorants by Category: Value 2024-2029
  • Table 58 Forecast Sales of Deodorants by Category: % Value Growth 2024-2029
  • Table 59 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2024-2029
DEPILATORIES IN ECUADORKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Women’s razors and blades leads depilatories sales
  • Bic appeals to cost conscious consumers in the midst of economic uncertainty in Ecuador
  • Pharmacies channel leads the distribution of depilatories
PROSPECTS AND OPPORTUNITIES
  • Growing interest in hair removers
  • Growth of specialised depilatory centres could impede growth of at-home depilatories
  • Innovation set to be key to generating growth in the forecast period
CATEGORY DATA
  • Table 60 Sales of Depilatories by Category: Value 2019-2024
  • Table 61 Sales of Depilatories by Category: % Value Growth 2019-2024
  • Table 62 NBO Company Shares of Depilatories: % Value 2020-2024
  • Table 63 LBN Brand Shares of Depilatories: % Value 2021-2024
  • Table 64 Forecast Sales of Depilatories by Category: Value 2024-2029
  • Table 65 Forecast Sales of Depilatories by Category: % Value Growth 2024-2029
FRAGRANCES IN ECUADORKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Fragrances grows despite limited purchasing power
  • Direct selling key to promoting fragrances
  • Direct selling appeals in a country with a low level of formal jobs
PROSPECTS AND OPPORTUNITIES
  • Fragrances to keep growing in the forecast period
  • Challenges ahead for premium fragrances in Ecuador
  • AI in fragrances
CATEGORY DATA
  • Table 66 Sales of Fragrances by Category: Value 2019-2024
  • Table 67 Sales of Fragrances by Category: % Value Growth 2019-2024
  • Table 68 NBO Company Shares of Fragrances: % Value 2020-2024
  • Table 69 LBN Brand Shares of Fragrances: % Value 2021-2024
  • Table 70 LBN Brand Shares of Premium Men's Fragrances: % Value 2021-2024
  • Table 71 LBN Brand Shares of Premium Women's Fragrances: % Value 2021-2024
  • Table 72 Forecast Sales of Fragrances by Category: Value 2024-2029
  • Table 73 Forecast Sales of Fragrances by Category: % Value Growth 2024-2029
HAIR CARE IN ECUADORKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Standard shampoos the largest category, while salon professional hair care leads growth
  • Unilever continues to lead hair care in Ecuador due to its strong distribution network and marketing investments
  • Blackouts affect traditional channel, while supermarkets stand strong
PROSPECTS AND OPPORTUNITIES
  • Hair care expected to continue growing due to innovation and increasing demand
  • Marketing investments will shape Hair care growth in the forecast period
  • Ingredient-led innovation as consumers become more knowledgeable
CATEGORY DATA
  • Table 74 Sales of Hair Care by Category: Value 2019-2024
  • Table 75 Sales of Hair Care by Category: % Value Growth 2019-2024
  • Table 76 Sales of Hair Care by Premium vs Mass: % Value 2019-2024
  • Table 77 NBO Company Shares of Hair Care: % Value 2020-2024
  • Table 78 LBN Brand Shares of Hair Care: % Value 2021-2024
  • Table 79 NBO Company Shares of Salon Professional Hair Care: % Value 2020-2024
  • Table 80 LBN Brand Shares of Salon Professional Hair Care: % Value 2021-2024
  • Table 81 LBN Brand Shares of Premium Hair Care: % Value 2021-2024
  • Table 82 Forecast Sales of Hair Care by Category: Value 2024-2029
  • Table 83 Forecast Sales of Hair Care by Category: % Value Growth 2024-2029
  • Table 84 Forecast Sales of Hair Care by Premium vs Mass: % Value 2024-2029
MEN'S GROOMING IN ECUADORKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Men’s fragrances grow hand in hand with direct selling
  • Yanbal leads the category with its core focus on men’s fragrances
  • Discounters continues to grow by offering low cost deodorants and shaving products
PROSPECTS AND OPPORTUNITIES
  • Continued growth as men develop more sophisticated self-care routines
  • Expanding beard products offer
  • Products tailored for specific needs
CATEGORY DATA
  • Table 85 Sales of Men’s Grooming by Category: Value 2019-2024
  • Table 86 Sales of Men’s Grooming by Category: % Value Growth 2019-2024
  • Table 87 Sales of Men's Razors and Blades by Type: % Value Breakdown 2021-2024
  • Table 88 Sales of Men's Skin Care by Type: % Value Breakdown 2021-2024
  • Table 89 NBO Company Shares of Men’s Grooming: % Value 2020-2024
  • Table 90 LBN Brand Shares of Men’s Grooming: % Value 2021-2024
  • Table 91 LBN Brand Shares of Men's Razors and Blades: % Value 2021-2024
  • Table 92 Forecast Sales of Men’s Grooming by Category: Value 2024-2029
  • Table 93 Forecast Sales of Men’s Grooming by Category: % Value Growth 2024-2029
ORAL CARE IN ECUADORKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Consumer awareness of dental hygiene supports growth
  • Colgate-Palmolive leads the category with a strong brand positioning and an extensive distribution network that limit the growth of rivals
  • Consumers switch retailers as they seek to save money
PROSPECTS AND OPPORTUNITIES
  • Denture care products gain relevance as population ages
  • Specialised products enjoy higher recommendations from dentists
  • Colgate drives innovation and marketing campaigns in Ecuador
CATEGORY DATA
  • Table 94 Sales of Oral Care by Category: Value 2019-2024
  • Table 95 Sales of Oral Care by Category: % Value Growth 2019-2024
  • Table 96 Sales of Toothbrushes by Category: Value 2019-2024
  • Table 97 Sales of Toothbrushes by Category: % Value Growth 2019-2024
  • Table 98 Sales of Toothpaste by Type: % Value Breakdown 2020-2024
  • Table 99 NBO Company Shares of Oral Care: % Value 2020-2024
  • Table 100 LBN Brand Shares of Oral Care: % Value 2021-2024
  • Table 101 Forecast Sales of Oral Care by Category: Value 2024-2029
  • Table 102 Forecast Sales of Oral Care by Category: % Value Growth 2024-2029
  • Table 103 Forecast Sales of Toothbrushes by Category: Value 2024-2029
  • Table 104 Forecast Sales of Toothbrushes by Category: % Value Growth 2024-2029
SKIN CARE IN ECUADORKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Skin care growth moderates after strong growth in previous years
  • Skin care is a highly fragmented market
  • Direct selling leads skin care in Ecuador
PROSPECTS AND OPPORTUNITIES
  • Dermocosmetics and affordable premium options to drive growth
  • A thriving competitive landscape for the forecast period
  • Innovation in serums
CATEGORY DATA
  • Table 105 Sales of Skin Care by Category: Value 2019-2024
  • Table 106 Sales of Skin Care by Category: % Value Growth 2019-2024
  • Table 107 NBO Company Shares of Skin Care: % Value 2020-2024
  • Table 108 LBN Brand Shares of Skin Care: % Value 2021-2024
  • Table 109 LBN Brand Shares of Premium Skin Care: % Value 2021-2024
  • Table 110 Forecast Sales of Skin Care by Category: Value 2024-2029
  • Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2024-2029
SUN CARE IN ECUADORKEY DATA FINDINGS
2024 DEVELOPMENTS
  • High UV in Ecuador transforms sun care into a staple for Ecuadorian population
  • Yanbal leads the category with a wide portfolio of sun care products
  • Direct selling leads the category, while new channels emerge
PROSPECTS AND OPPORTUNITIES
  • Sun care to grow, though with some constraints
  • Commercial efforts are crucial to stay relevant
Sun protection is looking beyond SPF
CATEGORY DATA
  • Table 112 Sales of Sun Care by Category: Value 2019-2024
  • Table 113 Sales of Sun Care by Category: % Value Growth 2019-2024
  • Table 114 Sales of Sun Care by Premium vs Mass: % Value 2019-2024
  • Table 115 NBO Company Shares of Sun Care: % Value 2020-2024
  • Table 116 LBN Brand Shares of Sun Care: % Value 2021-2024
  • Table 117 LBN Brand Shares of Premium Adult Sun Care: % Value 2021-2024
  • Table 118 Forecast Sales of Sun Care by Category: Value 2024-2029
  • Table 119 Forecast Sales of Sun Care by Category: % Value Growth 2024-2029