Table of Content

Home Care in Ecuador
Euromonitor International
February 2020

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
Growth in home care slows in 2019
Rising demand for value-added benefits pushes growth of niche products
Multinationals retain their stronghold, but domestic companies gaining ground
Private label enjoys strong positioning in modern grocery retailers
Slow and steady growth forecast in home care in Ecuador
MARKET INDICATORS
Table 1 Households 2014-2019
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2014-2019
Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
Table 4 NBO Company Shares of Home Care: % Value 2015-2019
Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
Table 6 Penetration of Private Label in Home Care by Category: % Value 2014-2019
Table 7 Distribution of Home Care by Format: % Value 2014-2019
Table 8 Distribution of Home Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Home Care by Category: Value 2019-2024
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2019-2024
SOURCES
Summary 1 Research Sources
HEADLINES
PROSPECTS
Liquid detergents records rapid growth
Standard powder detergents maintains majority share
Affordability is key driver of purchasing decisions
COMPETITIVE LANDSCAPE
Unilever stays ahead with Deja brand
Domestic companies gain ground, but multinationals lead laundry care
Spot and stain removers increases presence with competing brands
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2014-2019
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2014-2019
Table 13 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 14 Sales of Laundry Aids by Category: Value 2014-2019
Table 15 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 16 Sales of Laundry Detergents by Category: Value 2014-2019
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 18 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 19 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 20 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 21 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 22 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 24 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Hand dishwashing remains the preferred choice
Liquid hand dishwashing gains ground with new developments
Rising demand sees an increase in hand dishwashing products with skin care benefits
COMPETITIVE LANDSCAPE
Jaboner?a Wilson retains a marginal lead of dishwashing
Colgate-Palmolive continues to challenge current leader
Domestic brands boost value sales in dishwashing
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2014-2019
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2014-2019
Table 28 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 29 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 30 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 31 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
New product developments are in line with wider trends
Multi-purpose cleaners continues to dominate surface care
High-income consumers show preference for products designed for specific surfaces
COMPETITIVE LANDSCAPE
Colgate-Palmolive retains leadership of surface care
Domestic manufacturers gain shelf space and visibility
Private label products prove popular with consumers
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2014-2019
Table 34 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 35 NBO Company Shares of Surface Care: % Value 2015-2019
Table 36 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 37 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 38 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Wide range of product formats found in modern grocery retailers
Bleach’s versatility maintains its popularity
Rising awareness of adverse health effects pose threat to growth of bleach
COMPETITIVE LANDSCAPE
Clorox remains dominant over bleach in 2019
Private label has strong presence in bleach
Maturity of bleach means innovation is primarily in packaging
CATEGORY DATA
Table 39 Sales of Bleach: Value 2014-2019
Table 40 Sales of Bleach: % Value Growth 2014-2019
Table 41 NBO Company Shares of Bleach: % Value 2015-2019
Table 42 LBN Brand Shares of Bleach: % Value 2016-2019
Table 43 Forecast Sales of Bleach: Value 2019-2024
Table 44 Forecast Sales of Bleach: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Toilet care products considered to be non-essential
Convenience and efficiency drive growth in toilet care
Rim liquids shows rapid rise in current value growth, outperforming toilet care overall
COMPETITIVE LANDSCAPE
Calbaq leads of toilet care with flagship brand, Tip’s
Domestic companies benefit from high price of imported brands
Manufacturers boost sales with promotions and discounts
CATEGORY DATA
Table 45 Sales of Toilet Care by Category: Value 2014-2019
Table 46 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 47 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 48 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 49 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 50 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Consumers lose need for polishes as materials evolve
Packaging differentiates luxury and economy products
Flooring materials differ across regions and among income groups
COMPETITIVE LANDSCAPE
Virumec maintains its lead of polishes
Polishes sees increased activity from domestic brands and private label
Metal polish remains niche, but gains ground in 2019
CATEGORY DATA
Table 51 Sales of Polishes by Category: Value 2014-2019
Table 52 Sales of Polishes by Category: % Value Growth 2014-2019
Table 53 NBO Company Shares of Polishes: % Value 2015-2019
Table 54 LBN Brand Shares of Polishes: % Value 2016-2019
Table 55 Forecast Sales of Polishes by Category: Value 2019-2024
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Consumers regard air care products as overpriced and unnecessary
High-income earners demand value-added benefits
Spray/aerosol air fresheners losing popularity due to health concerns
COMPETITIVE LANDSCAPE
Johnson Wax retains leadership of air care
Value-added features drive development in air care
Imported brands yield share to local brands
CATEGORY DATA
Table 57 Sales of Air Care by Category: Value 2014-2019
Table 58 Sales of Air Care by Category: % Value Growth 2014-2019
Table 59 NBO Company Shares of Air Care: % Value 2015-2019
Table 60 LBN Brand Shares of Air Care: % Value 2016-2019
Table 61 Forecast Sales of Air Care by Category: Value 2019-2024
Table 62 Forecast Sales of Air Care by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Sales of home insecticides remain dependent on seasonal factors
Spray/aerosol is the most popular format for home insecticides
Rising awareness prompts consumer concern about health impact of home insecticides
COMPETITIVE LANDSCAPE
Johnson Wax continues to lead home insecticides
Domestic companies forecast continued growth in home insecticides
Premium brands diversify range with products to target specific insects
CATEGORY DATA
Table 63 Sales of Home Insecticides by Category: Value 2014-2019
Table 64 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 65 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 66 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 67 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 68 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024