Recent years have seen a significant expansion in the number of brands available in hair care and this continues to pose significant challenges for established international brands such as Head & Shoulders and Pantene. Faced with the proliferation of rival brands with flashy new labels and targeted products that are ideal for specific uses, the strongest and most established brands have had to intensify their marketing efforts, both in terms of price discounts and advertising, in order to reinforce their value proposition.
The seemingly relentless rise of Ecuador’s leading chained hard discounters over the review period sets the scene for further growth in the amount of category sales accounted for by discounters as the outlet networks of the leading names in the channel continue to expand throughout the country. The main player driving growth in discounters is Tuti, a retail chain owned by Corporación El Rosado, the second largest commercial group in the country, which gives the retailer extensive financial muscle to fund its expansion.
Consumers in Ecuador are increasingly concerned about taking proper care of their hair, as well as their scalp, and this forms part of the move towards focusing more on wellbeing in general. Young consumers from the millennials and Generation Z cohorts of the Ecuadorian population account for more than 50% of people living in the country and these consumers are also those that are prepared to invest the most in hair care products.
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Understand the latest market trends and future growth opportunities for the Hair 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 Hair 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.
Hair Care
This is the aggregation of shampoos, conditioners, styling agents, hair loss treatments, 2in1 products, perms and relaxants, colourants and salon hair care. Ethnic hair care products, such as conditioning relaxers for Afro-Caribbean hair, are included across all subsectors. Excluded are hair accessories such as hair extensions, hair clips, combs and brushes.
See All of Our DefinitionsThis report originates from Passport, our Hair Care research and analysis database.
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