Home Care in Ecuador

February 2024
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care industry in Ecuador with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care industry in Ecuador, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Home Care in Ecuador report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Home Care in Ecuador?
  • Which are the leading brands in Home Care in Ecuador?
  • How are products distributed in Home Care in Ecuador?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?
Download Table of Contents

Home Care in Ecuador

Home care in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for home care?
Table 1 Households 2018-2023
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

Summary 1 Research Sources

Air Care in Ecuador

KEY DATA FINDINGS

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
Air care to benefit from link with wellbeing
Air care is appealing for entrepreneurs
Private label will maintain steady growth moving forward
Table 11 Sales of Air Care by Category: Value 2018-2023
Table 12 Sales of Air Care by Category: % Value Growth 2018-2023
Table 13 NBO Company Shares of Air Care: % Value 2019-2023
Table 14 LBN Brand Shares of Air Care: % Value 2020-2023
Table 15 Forecast Sales of Air Care by Category: Value 2023-2028
Table 16 Forecast Sales of Air Care by Category: % Value Growth 2023-2028

Bleach in Ecuador

KEY DATA FINDINGS

Sustained residual demand after the pandemic
Informal market hampers growth
Institutional sales are the drivers of the category
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
Table 17 Sales of Bleach: Value 2018-2023
Table 18 Sales of Bleach: % Value Growth 2018-2023
Table 19 NBO Company Shares of Bleach: % Value 2019-2023
Table 20 LBN Brand Shares of Bleach: % Value 2020-2023
Table 21 Forecast Sales of Bleach: Value 2023-2028
Table 22 Forecast Sales of Bleach: % Value Growth 2023-2028

Dishwashing in Ecuador

KEY DATA FINDINGS

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
Automatic dishwashing expected to remain niche
Innovation and variety to compete with discounters
Keep an eye on laundry care
Table 23 Household Possession of Dishwashers 2017-2022
Table 24 Sales of Dishwashing by Category: Value 2018-2023
Table 25 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 26 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 27 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 28 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028

Home Insecticides in Ecuador

KEY DATA FINDINGS

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
El Niño phenomenon will generate a new push in sales
Consumption driven by necessity rather than marketing
Pest control services may compete with home insecticides
Table 30 Sales of Home Insecticides by Category: Value 2018-2023
Table 31 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 32 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 33 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 34 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 35 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028

Laundry Care in Ecuador

KEY DATA FINDINGS

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
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
Table 36 Household Possession of Washing Machines 2018-2023
Table 37 Sales of Laundry Care by Category: Value 2018-2023
Table 38 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 39 Sales of Laundry Aids by Category: Value 2018-2023
Table 40 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 41 Sales of Laundry Detergents by Category: Value 2018-2023
Table 42 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 43 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 44 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 45 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 46 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 47 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 48 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 49 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 50 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028

Polishes in Ecuador

KEY DATA FINDINGS

Return to school and work supports strong growth of shoe polish
Lack of advertising limits awareness and growth
Limited innovation further impacts demand
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
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

Surface Care in Ecuador

KEY DATA FINDINGS

Many households still place a strong emphasis on home cleanliness in 2023
Lower level of investment spending
Hard discounters help keep prices down
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
Table 57 Sales of Surface Care by Category: Value 2018-2023
Table 58 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 59 NBO Company Shares of Surface Care: % Value 2019-2023
Table 60 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 61 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 62 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028

Toilet Care in Ecuador

KEY DATA FINDINGS

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
Lower purchasing power will limit the development of toilet care products
SC Johnson could inject life into the category
Affordability is key for growth
Table 63 Sales of Toilet Care by Category: Value 2018-2023
Table 64 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 65 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 66 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 67 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 68 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
The following categories and subcategories are included:

Home Care

    • Candle Air Fresheners
    • Car Air Fresheners
    • Electric Air Fresheners
    • Gel Air Fresheners
    • Liquid Air Fresheners
    • Spray/Aerosol Air Fresheners
      • Carpet Fresheners
      • Odour Neutralisers
      • Refrigerator Fresheners
      • Waste Bin Fresheners
      • Other Other Air Care
  • Bleach
      • Automatic Dishwashing Liquids
      • Automatic Dishwashing Powders
      • Automatic Dishwashing Tablets
      • Dishwashing Additives
    • Hand Dishwashing
    • Electric Insecticides
    • Insecticide Baits
    • Insecticide Coils
    • Spray/Aerosol Insecticides
      • Foggers/Bombs
      • In-Home Insect Repellents
      • Moth Proofers
      • Other Other Home Insecticides
    • Carpet Cleaners
      • Dryer Sheets
      • Liquid Fabric Softeners
      • Colour Safe Laundry Bleach
      • Fabric Fresheners
        • In-Wash Spot and Stain Removers
        • Pre-Wash Spot and Stain Removers
      • Starch/Ironing Aids
      • Water Softeners
        • Blues/Bluing
        • Colour Catchers
        • Colour Enhancers
        • Laundry Sanitiser
        • Scent Booster
        • Whiteners
        • Other Other Laundry Aids
          • Standard Powder Detergents
          • Concentrated Powder Detergents
          • Compact Powder Tablet Detergents
          • Liquid Tablet Detergents
          • Standard Liquid Detergents
          • Concentrated Liquid Detergents
        • Standard Powder Detergents
        • Standard Liquid Detergents
        • Concentrated Powder Detergents
        • Concentrated Liquid Detergents
        • Compact Powder Tablet Detergents
        • Liquid Tablet Detergents
        • Bar Detergents
        • Hand Wash Detergents
        • Fine Fabric Detergents
    • Floor Polish
    • Furniture Polish
    • Metal Polish
    • Shoe Polish
        • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
        • Wipes and Refills (Dry Electro-Static)
          • Cleaning Solution
          • Refill Wipes/Pads
        • Starter Kits/Trigger Device
        • All Purpose Cleaning Wipes
        • Furniture Polish Wipes
        • Toilet Care Wipes
        • Window/Glass Wipes
        • Other Impregnated Wipes
      • Starter Kits/Sweepers/Sticks (Excluding Wipes)
      • Wipes (Excluding Starter Kits/Sweepers/Sticks)
    • Bathroom Cleaners
    • Descalers
    • Drain Openers
      • Standard Floor Cleaners
      • Wash and Wax Floor Cleaners
    • Home Care Disinfectants
    • Kitchen Cleaners
    • Multi-Purpose Cleaners
    • Oven Cleaners
    • Scouring Agents
    • Window/Glass Cleaners
    • In-Cistern Devices
      • Rim Blocks
      • Rim Liquids
    • Toilet Care Tablets/Powders
    • Toilet Cleaning Systems
    • Toilet Liquids/Foam

Home Care

This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.

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This report originates from Passport, our Home Care research and analysis database.

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