Tissue and hygiene in 2024: The big picture
The picture was bleak for tissue and hygiene in Ecuador in 2024, with a fall in both current and constant value sales. Ecuador encountered a series of challenges in 2024.
2024 key trends
Toilet paper continued to be the most popular product However, in light of the weakened economy, and to save costs and keep prices stable, several players made small tweaks, hoping that these would go unnoticed. Modifications including reducing both the ply and size of toilet rolls.
Competitive landscape
Tissue and hygiene continued to be highly concentrated, with just four companies, global player Essity (Productos Familia Sancela del Ecuador SA), local company Zaimella del Ecuador SA, Brazilian multinational Softys Ecuador SA and global giant Kimberly-Clark Ecuador SA, holding nearly three-quarters of value share.
Retail developments
Small local grocers continues to be the main distribution channel for tissue and hygiene, followed by modern grocery retailers and pharmacies. However small local grocers, supermarkets and hypermarkets all lost value share in 2024, as discounters, and in particular, Tiendas Tuti, continued to steal value share.
What next for tissue and hygiene?
Tiissue and hygiene will register modest constant value growth over the forecast period. Affordability will be a key driver of sales of over the forecast period.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene 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:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene 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 Tissue and Hygiene 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 Tissue and Hygiene in Ecuador?
- Which are the leading brands in Tissue and Hygiene in Ecuador?
- How are products distributed in Tissue and Hygiene 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 Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Ecuador
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
Away-From-Home Tissue and Hygiene in Ecuador
KEY DATA FINDINGS
Significant fall in value sales, as frequent blackouts hamper businesses
Value growth for AFH adult incontinence, though value sales still low
Shopping centres fare better than other businesses
Positive growth, in spite of challenges
Retailers look to steal value share from wholesalers
Opportunity to focus more on innovation
Retail Adult Incontinence in Ecuador
KEY DATA FINDINGS
Ageing population supports volume growth
Local player Zaimella holds on to commanding lead
Pharmacies and modern grocery retailers support volume sales through frequent promotions
Continuing healthy growth over forecast period
Use of loyalty programmes drives sales
Prudential Comfort Total replaces previous offerings
Nappies/Diapers/Pants in Ecuador
KEY DATA FINDINGS
Falling birth date dampens volume sales
Local company Zaimella holds on to commanding lead
Hard discounters gain value share
Increasing polarisation over forecast period
Small local grocers continue to be key distributor
Brands balance innovation with affordability
Menstrual Care in Ecuador
KEY DATA FINDINGS
Fall in volume sales as weak economy dampens sales
Essity holds on to commanding lead
Discounter Tiendas Tuti continues to steal value share
Economic uncertainty continues to dampen volume sales
Discounters continue to gain value share
Essity holds on to top spot
Wipes in Ecuador
KEY DATA FINDINGS
Healthy volume growth for wipes, with promotions driving sales
Increasing competition puts leading players under pressure
Informal channels gaining value share in weakened economy
Moderate growth expected in the forecast period
Discounters gain value share
Promotions needed to support volume sales
Retail Tissue in Ecuador
KEY DATA FINDINGS
Fall in value and volume sales
Familia Sancela continues to have strong lead
Discounters steal value share from small local grocers
Stable performance over forecast period
Slower growth for hard discounters
Branded players fight to hold on to value share
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Light Adult Incontinence
- Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels with Wings
- Standard Towels without Wings
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- Slim/Thin/Ultra-Thin Towels with Wings
- Slim/Thin/Ultra-Thin Towels without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- 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)
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Retail Light Adult Incontinence
- Retail Moderate/Heavy Adult Incontinence
- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
-
-
-
- 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
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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