HOME CARE IN ECUADOR

Euromonitor International

February 2019

LIST OF CONTENTS AND TABLES

Executive Summary

Home Care Regaining Value

Accessibility Is the Main Strategy To Maintain Volume Sales

Domestic Brands Register Increasing Sales

Private Label's Increasing Relevance While Modern Format Remains Most Important Channel

Positive Trend Expected for the Forecast Period

Market Indicators

Table 1 Households 2013-2018

Market Data

Table 2 Sales of Home Care by Category: Value 2013-2018

Table 3 Sales of Home Care by Category: % Value Growth 2013-2018

Table 4 NBO Company Shares of Home Care: % Value 2014-2018

Table 5 LBN Brand Shares of Home Care: % Value 2015-2018

Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018

Table 7 Distribution of Home Care by Format: % Value 2013-2018

Table 8 Distribution of Home Care by Format and Category: % Value 2018

Table 9 Forecast Sales of Home Care by Category: Value 2018-2023

Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Sources

Summary 1 Research Sources

Headlines

Prospects

Air Care Perceived As Non-essential

Air Care Is No Longer Used To Simply Address Offensive Odours

Spray/aerosol Format Experiences Slowing Volume Sales

Competitive Landscape

Wide Portfolios and Specific Value

Imported Brands Replaced by Local Offer

Category Data

Table 11 Sales of Air Care by Category: Value 2013-2018

Table 12 Sales of Air Care by Category: % Value Growth 2013-2018

Table 13 NBO Company Shares of Air Care: % Value 2014-2018

Table 14 LBN Brand Shares of Air Care: % Value 2015-2018

Table 15 Forecast Sales of Air Care by Category: Value 2018-2023

Table 16 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Mature Category With A Low Pace of Growth

Bleach Is Considered Versatile by Consumers

Competitive Landscape

Clorox Retains Dominance of Bleach

Private Label Has A Strong Presence

Packaging Is the Most Relevant News for Bleach

Category Data

Table 17 Sales of Bleach: Value 2013-2018

Table 18 Sales of Bleach: % Value Growth 2013-2018

Table 19 NBO Company Shares of Bleach: % Value 2014-2018

Table 20 LBN Brand Shares of Bleach: % Value 2015-2018

Table 21 Forecast Sales of Bleach: Value 2018-2023

Table 22 Forecast Sales of Bleach: % Value Growth 2018-2023

Headlines

Prospects

Hand Dishwashing Is the Most Relevant Offer

Liquid Hand Dishwashing Gaining in Relevance

Hand Dishwashing With Beauty and Personal Care Attributes

Competitive Landscape

Jabonería Wilson Marginally Leads Dishwashing

Colgate-Palmolive Challenges Leadership

Domestic Brands Increase Value Sales

Category Indicators

Table 23 Household Possession of Dishwashers 2013-2018

Category Data

Table 24 Sales of Dishwashing by Category: Value 2013-2018

Table 25 Sales of Dishwashing by Category: % Value Growth 2013-2018

Table 26 NBO Company Shares of Dishwashing: % Value 2014-2018

Table 27 LBN Brand Shares of Dishwashing: % Value 2015-2018

Table 28 Forecast Sales of Dishwashing by Category: Value 2018-2023

Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Headlines

Prospects

Home Insecticides Maintains Sales; No Major Events Affect Its Value Performance

Spray/aerosol Is the Most Popular Format for Home Insecticides

Consumers Concerned About Future Side Effects of Home Insecticides

Competitive Landscape

Johnson Wax Leads Home Insecticides

Domestic Companies Enjoy Increasing Relevance

Imported Brands Remain A Niche for High-income Consumers

Category Data

Table 30 Sales of Home Insecticides by Category: Value 2013-2018

Table 31 Sales of Home Insecticides by Category: % Value Growth 2013-2018

Table 32 NBO Company Shares of Home Insecticides: % Value 2014-2018

Table 33 LBN Brand Shares of Home Insecticides: % Value 2015-2018

Table 34 Forecast Sales of Home Insecticides by Category: Value 2018-2023

Table 35 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Headlines

Prospects

Less Traditional Laundry Care Experiences Increasing Penetration

Powder Remains Dominant Form of Detergent

Affordable Packaging Options Increase Volume Sales

Competitive Landscape

Wide Offer and New Product Launches Maintain Growth

Increasing Offer of Domestic Products

International Brands Lead

Category Indicators

Table 36 Household Possession of Washing Machines 2013-2018

Category Data

Table 37 Sales of Laundry Care by Category: Value 2013-2018

Table 38 Sales of Laundry Care by Category: % Value Growth 2013-2018

Table 39 Sales of Laundry Aids by Category: Value 2013-2018

Table 40 Sales of Laundry Aids by Category: % Value Growth 2013-2018

Table 41 Sales of Laundry Detergents by Category: Value 2013-2018

Table 42 Sales of Laundry Detergents by Category: % Value Growth 2013-2018

Table 43 NBO Company Shares of Laundry Care: % Value 2014-2018

Table 44 LBN Brand Shares of Laundry Care: % Value 2015-2018

Table 45 NBO Company Shares of Laundry Aids: % Value 2014-2018

Table 46 LBN Brand Shares of Laundry Aids: % Value 2015-2018

Table 47 NBO Company Shares of Laundry Detergents: % Value 2014-2018

Table 48 LBN Brand Shares of Laundry Detergents: % Value 2015-2018

Table 49 Forecast Sales of Laundry Care by Category: Value 2018-2023

Table 50 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Packaging Is Used To Differentiate Luxury and Economy Products

Flooring Differs Across the Regions and Amongst Various Income Groups

Competitive Landscape

Virumec Strengthens Leadership of Polishes

Imported Brands Lead Shoe Polish

Metal Polish Reduces Brand Offer

Category Data

Table 51 Sales of Polishes by Category: Value 2013-2018

Table 52 Sales of Polishes by Category: % Value Growth 2013-2018

Table 53 NBO Company Shares of Polishes: % Value 2014-2018

Table 54 LBN Brand Shares of Polishes: % Value 2015-2018

Table 55 Forecast Sales of Polishes by Category: Value 2018-2023

Table 56 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Headlines

Prospects

Home Care Leading Brands Expand Portfolios To Surface Care

Multi-purpose Cleaners Continues To Dominate Surface Care

Some Surface Care Mainly Purchased by High-income Consumers

Competitive Landscape

Colgate-Palmolive Retains Leadership of Surface Care

Domestic Manufacturers Improve Their Sales Performance

Private Label Emerging in Surface Care

Category Data

Table 57 Sales of Surface Care by Category: Value 2013-2018

Table 58 Sales of Surface Care by Category: % Value Growth 2013-2018

Table 59 NBO Company Shares of Surface Care: % Value 2014-2018

Table 60 LBN Brand Shares of Surface Care: % Value 2015-2018

Table 61 Forecast Sales of Surface Care by Category: Value 2018-2023

Table 62 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Toilet Care Perceived As Easily Replaceable

Innovation Brings Dynamism To Toilet Care

Rim Blocks Drives Value Growth

Competitive Landscape

Calbaq Strengthens Leadership of Toilet Care

Domestic Companies Display Better Performance

Category Data

Table 63 Sales of Toilet Care by Category: Value 2013-2018

Table 64 Sales of Toilet Care by Category: % Value Growth 2013-2018

Table 65 NBO Company Shares of Toilet Care: % Value 2014-2018

Table 66 LBN Brand Shares of Toilet Care: % Value 2015-2018

Table 67 Forecast Sales of Toilet Care by Category: Value 2018-2023

Table 68 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023

Driven by economic contraction and uncertain politic scenarios, home care’s current value was strongly affected during 2015 and 2016. Decreasing purchasing power amongst consumers, increasing production costs and import restrictions were the main drivers. Companies struggled to achieve volume sales, resulting in a strong price war driven by aggressive discounts in the main retailers. Nevertheless, during 2018, economy scenarios were more optimistic, with consumers no longer discussing the econom...

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 2023 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.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.