Table of Content

Laundry Care in Ecuador
Euromonitor International
February 2020

List OF CONTENTS AND TABLES

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 1 Household Possession of Washing Machines 2014-2019
CATEGORY DATA
Table 2 Sales of Laundry Care by Category: Value 2014-2019
Table 3 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 4 Sales of Laundry Aids by Category: Value 2014-2019
Table 5 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 6 Sales of Laundry Detergents by Category: Value 2014-2019
Table 7 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 8 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 9 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 10 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 11 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 12 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 13 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 14 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 15 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024
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 16 Households 2014-2019
MARKET DATA
Table 17 Sales of Home Care by Category: Value 2014-2019
Table 18 Sales of Home Care by Category: % Value Growth 2014-2019
Table 19 NBO Company Shares of Home Care: % Value 2015-2019
Table 20 LBN Brand Shares of Home Care: % Value 2016-2019
Table 21 Penetration of Private Label in Home Care by Category: % Value 2014-2019
Table 22 Distribution of Home Care by Format: % Value 2014-2019
Table 23 Distribution of Home Care by Format and Category: % Value 2019
Table 24 Forecast Sales of Home Care by Category: Value 2019-2024
Table 25 Forecast Sales of Home Care by Category: % Value Growth 2019-2024
SOURCES
Summary 1 Research Sources