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Home Care in Ecuador

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    Report

  • 49 Pages
  • February 2024
  • Region: Ecuador
  • Euromonitor International
  • ID: 2515363
Ecuador's GDP has risen steadily in 2023 and is projected to reach growth of 2.1% by the end of the year, whilst unemployment has declined by 3.2%. Despite these positive economic indicators, consumers have been cautious with their spending. High crime rates, political instability and early elections, and the impending arrival of the El Niño climate phenomenon in the country have contributed to this cautious consumer behaviour.

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 2028 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.

Table of Contents

HOME CARE IN ECUADOR
EXECUTIVE SUMMARY
  • Home care in 2023: The big picture
  • 2023 key trends
  • Competitive landscape
  • Retailing developments
  • What next for home care?
MARKET INDICATORS
  • Table 1 Households 2018-2023
MARKET DATA
  • Table 2 Sales of Home Care by Category: Value 2018-2023
  • Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
  • Table 4 NBO Company Shares of Home Care: % Value 2019-2023
  • Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
  • Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
  • Table 7 Distribution of Home Care by Format: % Value 2018-2023
  • Table 8 Distribution of Home Care by Format and Category: % Value 2023
  • Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
  • Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
LAUNDRY CARE IN ECUADORKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Powder detergent benefits from its affordability and versatility
  • Bar detergents suffer a strong price increase
  • Laundry aids see a strong recovery as life returns to normal
PROSPECTS AND OPPORTUNITIES
  • Private label expected to gain further ground over the forecast period
  • Multiple use of powder detergent is a key determinant of growth
  • Powder and bar detergents hampered by already high penetration, whilst laundry aids have a promising future
CATEGORY INDICATORS
  • Table 11 Household Possession of Washing Machines 2018-2023
CATEGORY DATA
  • Table 12 Sales of Laundry Care by Category: Value 2018-2023
  • Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
  • Table 14 Sales of Laundry Aids by Category: Value 2018-2023
  • Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
  • Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
  • Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
  • Table 18 NBO Company Shares of Laundry Care: % Value 2019-2023
  • Table 19 LBN Brand Shares of Laundry Care: % Value 2020-2023
  • Table 20 NBO Company Shares of Laundry Aids: % Value 2019-2023
  • Table 21 LBN Brand Shares of Laundry Aids: % Value 2020-2023
  • Table 22 NBO Company Shares of Laundry Detergents: % Value 2019-2023
  • Table 23 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
  • Table 24 Forecast Sales of Laundry Care by Category: Value 2023-2028
  • Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
DISHWASHING IN ECUADORKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Normalisation of consumers' lifestyles reduces demand for dishwashing products
  • Cream presentations preferred, but liquid products on the rise
  • Stable average price supported by growth of hard discounters
PROSPECTS AND OPPORTUNITIES
  • Automatic dishwashing expected to remain niche
  • Innovation and variety to compete with discounters
  • Keep an eye on laundry care
CATEGORY INDICATORS
  • Table 26 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
  • Table 27 Sales of Dishwashing by Category: Value 2018-2023
  • Table 28 Sales of Dishwashing by Category: % Value Growth 2018-2023
  • Table 29 NBO Company Shares of Dishwashing: % Value 2019-2023
  • Table 30 LBN Brand Shares of Dishwashing: % Value 2020-2023
  • Table 31 Forecast Sales of Dishwashing by Category: Value 2023-2028
  • Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
SURFACE CARE IN ECUADORKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Many households still place a strong emphasis on home cleanliness in 2023
  • Lower level of investment spending
  • Hard discounters help keep prices down
PROSPECTS AND OPPORTUNITIES
  • Laundry products set to remain a key competitor
  • Innovation to generate value
  • Multi-purpose cleaners and disinfectants will continue to drive most sales in surface care
CATEGORY DATA
  • Table 33 Sales of Surface Care by Category: Value 2018-2023
  • Table 34 Sales of Surface Care by Category: % Value Growth 2018-2023
  • Table 35 NBO Company Shares of Surface Care: % Value 2019-2023
  • Table 36 LBN Brand Shares of Surface Care: % Value 2020-2023
  • Table 37 Forecast Sales of Surface Care by Category: Value 2023-2028
  • Table 38 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
BLEACH IN ECUADORKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Sustained residual demand after the pandemic
  • Informal market hampers growth
  • Institutional sales are the drivers of the category
PROSPECTS AND OPPORTUNITIES
  • Convenient multi-purpose cleaners will increasingly compete with bleach
  • Lack of differentiation limits value growth
  • Hard discounters to take share from small local grocers and informal market could lose relevance
CATEGORY DATA
  • Table 39 Sales of Bleach: Value 2018-2023
  • Table 40 Sales of Bleach: % Value Growth 2018-2023
  • Table 41 NBO Company Shares of Bleach: % Value 2019-2023
  • Table 42 LBN Brand Shares of Bleach: % Value 2020-2023
  • Table 43 Forecast Sales of Bleach: Value 2023-2028
  • Table 44 Forecast Sales of Bleach: % Value Growth 2023-2028
TOILET CARE IN ECUADORKEY DATA FINDINGS
2023 DEVELOPMENTS
  • SC Johnson invests in advertising in a normally stagnant category
  • Competition from multi-purpose cleaners and disinfectants impacts growth
  • Discounts and promotions to boost sales
PROSPECTS AND OPPORTUNITIES
  • Lower purchasing power will limit the development of toilet care products
  • SC Johnson could inject life into the category
  • Affordability is key for growth
CATEGORY DATA
  • Table 45 Sales of Toilet Care by Category: Value 2018-2023
  • Table 46 Sales of Toilet Care by Category: % Value Growth 2018-2023
  • Table 47 NBO Company Shares of Toilet Care: % Value 2019-2023
  • Table 48 LBN Brand Shares of Toilet Care: % Value 2020-2023
  • Table 49 Forecast Sales of Toilet Care by Category: Value 2023-2028
  • Table 50 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
POLISHES IN ECUADORKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Return to school and work supports strong growth of shoe polish
  • Lack of advertising limits awareness and growth
  • Limited innovation further impacts demand
PROSPECTS AND OPPORTUNITIES
  • Shoe polish manufacturers need to focus on consumers' changing lifestyles
  • Consumers increasingly demanding convenience
  • Less time at home and lower purchasing power will dampen sales of polishes
CATEGORY DATA
  • Table 51 Sales of Polishes by Category: Value 2018-2023
  • Table 52 Sales of Polishes by Category: % Value Growth 2018-2023
  • Table 53 NBO Company Shares of Polishes: % Value 2019-2023
  • Table 54 LBN Brand Shares of Polishes: % Value 2020-2023
  • Table 55 Forecast Sales of Polishes by Category: Value 2023-2028
  • Table 56 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
AIR CARE IN ECUADORKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Renewed interest in air care after the pandemic
  • Johnson Wax continues to lead air care in 2023
  • Eco-friendly and decorative candles are increasingly popular
PROSPECTS AND OPPORTUNITIES
  • Air care to benefit from link with wellbeing
  • Air care is appealing for entrepreneurs
  • Private label will maintain steady growth moving forward
CATEGORY DATA
  • Table 57 Sales of Air Care by Category: Value 2018-2023
  • Table 58 Sales of Air Care by Category: % Value Growth 2018-2023
  • Table 59 NBO Company Shares of Air Care: % Value 2019-2023
  • Table 60 LBN Brand Shares of Air Care: % Value 2020-2023
  • Table 61 Forecast Sales of Air Care by Category: Value 2023-2028
  • Table 62 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
HOME INSECTICIDES IN ECUADORKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Quick-acting and affordable spray/aerosol insecticides are preferred by Ecuadorians
  • Price and fragrance support sales of insecticide coils
  • Players promote sales through in-store promotions rather than advertising
PROSPECTS AND OPPORTUNITIES
  • El Niño phenomenon will generate a new push in sales
  • Consumption driven by necessity rather than marketing
  • Pest control services may compete with home insecticides
CATEGORY DATA
  • Table 63 Sales of Home Insecticides by Category: Value 2018-2023
  • Table 64 Sales of Home Insecticides by Category: % Value Growth 2018-2023
  • Table 65 NBO Company Shares of Home Insecticides: % Value 2019-2023
  • Table 66 LBN Brand Shares of Home Insecticides: % Value 2020-2023
  • Table 67 Forecast Sales of Home Insecticides by Category: Value 2023-2028
  • Table 68 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028