No products
More info
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. High-income earners are a small minority of the population...
Euromonitor International's 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.TABLE OF CONTENTS
List OF CONTENTS AND TABLES
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 2015-2020MARKET 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 2020-2025ROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY 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 2020-2025KEY 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
Jaboneria 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 2020-2025KEY 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 2020-2025KEY 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 2020-2025KEY 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 2020-2025KEY 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 2020-2025KEY 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 2020-2025KEY 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