Ecuadorian consumers are in the habit of using powdered laundry detergents as a multi-purpose surface cleaner by diluting the product in water. Brands like Surf and El Macho have understood this use for some time and actively promote their powder laundry detergents as a surface cleaner.
Innovation will be crucial to generating higher value in the category, and challenging brands that seek to compete solely on price, especially with the anticipated further expansion of hard discounter Tuti. To have greater differentiation and attract consumers, players are expected to introduce new, innovative fragrances such as Kalipto's new passion fruit fragrance.
Multi-purpose cleaners and disinfectants will continue to be the preferred surface care products in Ecuador over the forecast period as consumers are accustomed to using them for a variety of household chores, and they offer both cost efficiency and convenience. Task- or room-specific cleaners, such as kitchen and oven cleaners, represent an additional cost, making them more niche products.
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Understand the latest market trends and future growth opportunities for the Surface 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.
If you're in the Surface 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.
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.See All of Our Definitions
This report originates from Passport, our Surface Care research and analysis database.
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