Home Care in Ecuador
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 Ni?o climate phenomenon in the country have contributed to this cautious consumer behaviour. Hard discounters, known for their aggressive pricing, have therefore...
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 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?
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 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.
Home Care in Ecuador
Euromonitor International
February 2024
LIST OF CONTENTS AND TABLES
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 ECUADOR
KEY 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 ECUADOR
KEY 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 ECUADOR
KEY 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 ECUADOR
KEY 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 ECUADOR
KEY 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 ECUADOR
KEY 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 ECUADOR
KEY 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 ECUADOR
KEY 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 Ni?o 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
Euromonitor International
February 2024
LIST OF CONTENTS AND TABLES
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 ECUADOR
KEY 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 ECUADOR
KEY 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 ECUADOR
KEY 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 ECUADOR
KEY 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 ECUADOR
KEY 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 ECUADOR
KEY 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 ECUADOR
KEY 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 ECUADOR
KEY 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 Ni?o 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
