Consumer Health in Ecuador
Euromonitor International
November 2020

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on consumer health
COVID-19 country impact
Company response
Retailing shift
What next for consumer health?
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2015-2020
Table 2 Life Expectancy at Birth 2015-2020
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2015-2020
Table 4 Sales of Consumer Health by Category: % Value Growth 2015-2020
Table 5 NBO Company Shares of Consumer Health: % Value 2016-2020
Table 6 LBN Brand Shares of Consumer Health: % Value 2017-2020
Table 7 Distribution of Consumer Health by Format: % Value 2015-2020
Table 8 Distribution of Consumer Health by Format and Category: % Value 2020
Table 9 Forecast Sales of Consumer Health by Category: Value 2020-2025
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2020-2025
APPENDIX
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
DEFINITIONS
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Consumers stockpile analgesics, but are likely to finish stockpiles first thereby limiting growth overall and fewer sports injuries reduce sales of topical analgesics in 2020
Analgesics run out thanks to stockpiling but domestic companies able to meet demand thereafter
Companies struggle to stand out, strong competition from more affordable generics continues and aspirin becomes a prescription drug during pandemics
RECOVERY AND OPPORTUNITIES
Stable growth expected thanks to being a familiar category in households
Rising awareness of side effects of painkillers likely to negatively impact sales
Rising safety awareness fuels demand for topical analgesics
CATEGORY DATA
Table 11 Sales of Analgesics by Category: Value 2015-2020
Table 12 Sales of Analgesics by Category: % Value Growth 2015-2020
Table 13 NBO Company Shares of Analgesics: % Value 2016-2020
Table 14 LBN Brand Shares of Analgesics: % Value 2017-2020
Table 15 Forecast Sales of Analgesics by Category: Value 2020-2025
Table 16 Forecast Sales of Analgesics by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Stockpiling in March due to COVID-19 is offset by the use of natural products
Demand for allergy remedies boosted by changing environmental factors and face mask wearing in 2020
Natural positioning increasingly key to success with media investment growing in 2020 as consumers remain loyal to brands
RECOVERY AND OPPORTUNITIES
Zero growth forecast, driven by paediatric allergy remedies and reduced by cough remedies
Shift to natural alternatives threaten sales
Generics likely to boost OTC sales over the forecast period
CATEGORY DATA
Table 17 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2015-2020
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2020
Table 20 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2017-2020
Table 21 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 symptoms result in increased sales of digestive remedies in 2020 as consumers stockpile
Functional foods and the health and wellness trends jeopardise sales in 2020
Abbott Laboratorios del Ecuador Cía continues to lead, while natural products attract consumer attention and companies invest in advertising to increase sales in 2020
RECOVERY AND OPPORTUNITIES
Slower growth expected from 2021 as consumer spending patterns normalise over the forecast period
Preventive health trends threaten sales and a focus on portfolio diversification to attract consumers over the forecast period
Growing competition from traditional/herbal products
CATEGORY DATA
Table 23 Sales of Digestive Remedies by Category: Value 2015-2020
Table 24 Sales of Digestive Remedies by Category: % Value Growth 2015-2020
Table 25 NBO Company Shares of Digestive Remedies: % Value 2016-2020
Table 26 LBN Brand Shares of Digestive Remedies: % Value 2017-2020
Table 27 Forecast Sales of Digestive Remedies by Category: Value 2020-2025
Table 28 Forecast Sales of Digestive Remedies by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Dermatologicals negatively impacted by COVID-19 as lockdown is affecting sales of specific categories
Social stigma continues to limit demand in 2020
Little innovation in 2020, while cheaper local brands growing in competition and strong distribution and reputation for quality key to attracting consumers
RECOVERY AND OPPORTUNITIES
Dermatologicals set to return to growth as the economy recovers
Local companies threatened by removal of import restrictions
Technology and communications key, while advertising and innovation expected to boost demand over the forecast period but natural products remain a threat
CATEGORY DATA
Table 29 Sales of Dermatologicals by Category: Value 2015-2020
Table 30 Sales of Dermatologicals by Category: % Value Growth 2015-2020
Table 31 NBO Company Shares of Dermatologicals: % Value 2016-2020
Table 32 LBN Brand Shares of Dermatologicals: % Value 2017-2020
Table 33 Forecast Sales of Dermatologicals by Category: Value 2020-2025
Table 34 Forecast Sales of Dermatologicals by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Increased growth rate from COVID-19, as people avoid hospitals for fear of contracting the virus
Investment in promotions low as companies focus on point of sale to boost sales
Locally produced brands lead sales in 2020 due to lower prices and widespread availability
RECOVERY AND OPPORTUNITIES
Growth expected to be driven by active people
Sales boosted by easing of import restrictions
Scope to fuel growth with introduction of new innovative products and first aid kits likely to boost category sales over the forecast period
CATEGORY DATA
Table 35 Sales of Wound Care by Category: Value 2015-2020
Table 36 Sales of Wound Care by Category: % Value Growth 2015-2020
Table 37 NBO Company Shares of Wound Care: % Value 2016-2020
Table 38 LBN Brand Shares of Wound Care: % Value 2017-2020
Table 39 Forecast Sales of Wound Care by Category: Value 2020-2025
Table 40 Forecast Sales of Wound Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Vitamin C sees growth early in the pandemic, followed by vitamin B
Multivitamins shift positioning from energy/concentration to immune boosting, while companies focus on greater penetration and struggle to meet demand at the start of the pandemic
Bayer remains in pole position due to extensive portfolio, but private label remains non-existent in 2020
RECOVERY AND OPPORTUNITIES
Growth likely over the forecast period as some new consumers maintain the habit of taking vitamins and main players shift towards segmentation
High penetration, but low growth expected
New innovative formats to be introduced during forecast period
CATEGORY DATA
Table 41 Sales of Vitamins by Category: Value 2015-2020
Table 42 Sales of Vitamins by Category: % Value Growth 2015-2020
Table 43 Sales of Multivitamins by Positioning: % Value 2015-2020
Table 44 NBO Company Shares of Vitamins: % Value 2016-2020
Table 45 LBN Brand Shares of Vitamins: % Value 2017-2020
Table 46 Forecast Sales of Vitamins by Category: Value 2020-2025
Table 47 Forecast Sales of Vitamins by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Immunity boosting dietary supplements drives sales in 2020 while the preventative health trend gains traction
Direct sellers negatively impacted by pandemic due to lockdown restricting consumers' movements
Dietary supplements remains a fragmented category with few regulatory requirements, while communication remains key to attracting consumers in 2020
RECOVERY AND OPPORTUNITIES
Strong growth for dietary supplements tied to rising consumer interest in health and wellbeing
Shift to herbal/traditional dietary supplements continues in line with natural trend
Growth opportunities via targeting specific groups
CATEGORY DATA
Table 48 Sales of Dietary Supplements by Category: Value 2015-2020
Table 49 Sales of Dietary Supplements by Category: % Value Growth 2015-2020
Table 50 Sales of Dietary Supplements by Positioning: % Value 2015-2020
Table 51 NBO Company Shares of Dietary Supplements: % Value 2016-2020
Table 52 LBN Brand Shares of Dietary Supplements: % Value 2017-2020
Table 53 Forecast Sales of Dietary Supplements by Category: Value 2020-2025
Table 54 Forecast Sales of Dietary Supplements by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 negatively impacts weight management and wellbeing in 2020 as consumers' disposable incomes decline but supplement nutrition drinks are immune
Leading players target younger convenience seeking consumers
Investment in innovation and communication key to success, while direct sellers benefit from extensive distribution but sponsorship endorsement less effective in 2020
RECOVERY AND OPPORTUNITIES
Supplement nutrition drinks expected to continue to drive growth
Close customer relationships key to attracting consumers
Demand for convenience will ensure meal replacement remains the largest category but likely to continue seeing slow growth thanks to consumers price consciousness
CATEGORY DATA
Table 55 Sales of Weight Management and Wellbeing by Category: Value 2015-2020
Table 56 Sales of Weight Management and Wellbeing by Category: % Value Growth 2015-2020
Table 57 NBO Company Shares of Weight Management and Wellbeing: % Value 2016-2020
Table 58 LBN Brand Shares of Weight Management and Wellbeing: % Value 2017-2020
Table 59 Forecast Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 60 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Closure of sports activities negatively impacts sales of sports nutrition in 2020
Sales limited by lack of awareness among consumers but digital promotions gain importance in 2020
Direct sellers continue to dominate due to extensive distribution and marketing, while remaining sales highly fragmented over various channels in 2020
RECOVERY AND OPPORTUNITIES
Rising health awareness and sports participation rates boosting demand
Growing competition from low price local players
New innovative products required to stimulate consumer interest
CATEGORY DATA
Table 61 Sales of Sports Nutrition by Category: Value 2015-2020
Table 62 Sales of Sports Nutrition by Category: % Value Growth 2015-2020
Table 63 NBO Company Shares of Sports Nutrition: % Value 2016-2020
Table 64 LBN Brand Shares of Sports Nutrition: % Value 2017-2020
Table 65 Forecast Sales of Sports Nutrition by Category: Value 2020-2025
Table 66 Forecast Sales of Sports Nutrition by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Growth rate greatly increases thanks to COVID-19 as consumers require improved immunity and are stressed and anxious
Herbal/traditional products benefits from consumer acceptance and perception of being more effective
Extensive distribution and portfolio key to success of Herbalife del Ecuador
RECOVERY AND OPPORTUNITIES
Growth for herbal/traditional products likely due to global and local trend towards tradition and natural products
Consumers increasingly looking to steer clear of potential side effects
Sales of herbal/traditional products supported by legal restrictions but constrained by informal sales
CATEGORY DATA
Table 67 Sales of Herbal/Traditional Products: Value 2015-2020
Table 68 Sales of Herbal/Traditional Products: % Value Growth 2015-2020
Table 69 NBO Company Shares of Herbal/Traditional Products: % Value 2016-2020
Table 70 LBN Brand Shares of Herbal/Traditional Products: % Value 2017-2020
Table 71 Forecast Sales of Herbal/Traditional Products: Value 2020-2025
Table 72 Forecast Sales of Herbal/Traditional Products: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
The pandemic contributes to growth as parents prioritise children's immune systems
Parents seek recommendations from paediatricians as they want the best for their children
Growing pressure from price competitive domestic players, while international brands lead sales and advertising of paediatric vitamins and dietary supplements increase in 2020
RECOVERY AND OPPORTUNITIES
Slower but still solid growth expected for the forecast period
Rising incidence of allergies fuelling demand for paediatric allergy remedies
Improving economy set to boost paediatric vitamins and dietary supplements sales
CATEGORY DATA
Table 73 Sales of Paediatric Consumer Health by Category: Value 2015-2020
Table 74 Sales of Paediatric Consumer Health by Category: % Value Growth 2015-2020
Table 75 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2020
Table 76 Forecast Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 77 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025