Home Care in Ecuador

Abstract
The global rise in energy and raw materials costs has had a significant impact on Ecuador’s home care category in 2022. A large number of products, including dishwashing and laundry care, saw prices rise above the rate of inflation in Ecuador resulting in the contraction of retail volume sales in 2022. On a more positive note, the COVID-19 pandemic had a lower impact on the Ecuadorian economy in 2022, following the advanced vaccination plan that was put into place during the second half of 2021.

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 2027 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.

Content
Home Care in Ecuador
January 2023

List Of Contents And Tables

HOME CARE IN ECUADOR
EXECUTIVE SUMMARY
Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2017-2022
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN ECUADOR
KEY DATA FINDINGS
2022 DEVELOPMENTS
Companies respond to higher inflation by reducing pack sizes
Bar detergent loses out to powder and liquid alternatives
Brands enhance product benefits to deliver greater value
PROSPECTS AND OPPORTUNITIES
Manufacturers will focus on creating affordable products
Low washing machine penetration limits growth potential of liquid detergent
Dual usage of powder detergent is a key determinant of growth
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2017-2022
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2017-2022
Table 13 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 14 Sales of Laundry Aids by Category: Value 2017-2022
Table 15 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 16 Sales of Laundry Detergents by Category: Value 2017-2022
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 18 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 19 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 20 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 21 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 22 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 24 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
DISHWASHING IN ECUADOR
KEY DATA FINDINGS
2022 DEVELOPMENTS
Rising prices contribute to weak demand as volume sales decline
Liquid dishwashing products improve but cream presentations are still preferred option
Channels normalise as the pandemic loses strength
PROSPECTS AND OPPORTUNITIES
Strong preference for private label and affordable brands amid price rises
Publicity will sustain growth in competitive category
Automatic dishwashing will remain a niche option in the forecast period
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2017-2022
Table 28 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 29 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 30 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 31 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
SURFACE CARE IN ECUADOR
KEY DATA FINDINGS
2022 DEVELOPMENTS
Surface care is affected by a minor impact of the pandemic in Ecuador
Flurry of new small players emerge in more competitive landscape
Despite global inflation, multi-purpose cleaners see price stabilisation
PROSPECTS AND OPPORTUNITIES
Moderate growth of wipes after initial outbreak
Advertising investment is key to maintaining relevant to consumers
Surface care will face competition from laundry powder detergents
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2017-2022
Table 34 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 37 NBO Company Shares of Surface Care: % Value 2018-2022
Table 38 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 39 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
BLEACH IN ECUADOR
KEY DATA FINDINGS
2022 DEVELOPMENTS
Bleach use decreases as COVID-19 concerns subside
Informal bleach hampers category performance
Channel distribution normalises as consumers switch back to pre-pandemic shopping habits
PROSPECTS AND OPPORTUNITIES
Informal bleach will hinder sales performance in the forecast period
Affordable brands will remain the best performers
Low product differentiation is problematic even for leading brands
CATEGORY DATA
Table 41 Sales of Bleach: Value 2017-2022
Table 42 Sales of Bleach: % Value Growth 2017-2022
Table 43 NBO Company Shares of Bleach: % Value 2018-2022
Table 44 LBN Brand Shares of Bleach: % Value 2019-2022
Table 45 Forecast Sales of Bleach: Value 2022-2027
Table 46 Forecast Sales of Bleach: % Value Growth 2022-2027
TOILET CARE IN ECUADOR
KEY DATA FINDINGS
2022 DEVELOPMENTS
Toilet care continues to recover from negative impact of pandemic
Absence of advertising investment hinders toilet care
In-store discounts and promotions are vital to sales generation
PROSPECTS AND OPPORTUNITIES
Economic woes will limit consumption in the forecast period
Lack of advertising also weakens growth potential
Affordable brands will drive sales in the forecast period
CATEGORY DATA
Table 47 Sales of Toilet Care by Category: Value 2017-2022
Table 48 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 49 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 50 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 51 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
POLISHES IN ECUADOR
KEY DATA FINDINGS
2022 DEVELOPMENTS
Return of in-person school classes supports recovery of shoe polish
Little dynamism in the category as disinfection continues to be the focus
Rising prices and reduced time spent at home weakens demand for household polishes
PROSPECTS AND OPPORTUNITIES
Return of face-to-face work will benefit shoe polish but flexible working practices are a limitation
Less time at home and lower purchasing power will dampen use of polishes for the home
Lack of dynamism will limit sales in the forecast
CATEGORY DATA
Table 53 Sales of Polishes by Category: Value 2017-2022
Table 54 Sales of Polishes by Category: % Value Growth 2017-2022
Table 55 NBO Company Shares of Polishes: % Value 2018-2022
Table 56 LBN Brand Shares of Polishes: % Value 2019-2022
Table 57 Forecast Sales of Polishes by Category: Value 2022-2027
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
AIR CARE IN ECUADOR
KEY DATA FINDINGS
2022 DEVELOPMENTS
Air care recovers as the pandemic loses strength
Air care benefits from link with wellbeing
Small businesses enter air care injecting dynamism to the category
PROSPECTS AND OPPORTUNITIES
Air care expected to rebound at the start of the forecast period
Spray/aerosols expected to drive growth in the forecast
Private label will maintain steady growth moving forward
CATEGORY DATA
Table 59 Sales of Air Care by Category: Value 2017-2022
Table 60 Sales of Air Care by Category: % Value Growth 2017-2022
Table 61 NBO Company Shares of Air Care: % Value 2018-2022
Table 62 LBN Brand Shares of Air Care: % Value 2019-2022
Table 63 Forecast Sales of Air Care by Category: Value 2022-2027
Table 64 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
HOME INSECTICIDES IN ECUADOR
KEY DATA FINDINGS
2022 DEVELOPMENTS
“La Niña” phenomenon alters demand patterns
Consumer lifestyle changes reduces some demand for home insecticides
Lack of dynamism in the category stunts growth
PROSPECTS AND OPPORTUNITIES
Meteorological factors are important to strategic planning
Lack of dynamism will limit consumption in the forecast period
Spray/aerosols expected to drive category growth
CATEGORY DATA
Table 65 Sales of Home Insecticides by Category: Value 2017-2022
Table 66 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 67 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 68 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 69 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027