Soft Drinks in Ecuador
Euromonitor International's Soft Drinks in Ecuador market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 118 | Publication date: Mar 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
Increased per capita consumption triggers continued volume growth
Ecuador has been experiencing a steady increase in per capita consumption of soft drinks since 2003, driven by the entrance of new brands in categories like carbonates, RTD tea, flavoured bottled water and functional drinks. Many of these new product launches have complimented the rising trend of Ecuadorians taking special care of their health and appearance through exercise and other activities. Functional drinks and sports drinks have seen an increase in the number of multinational and domestic brands, with Gatorade the leader in the sector overall. Additionally, the boom in energy drinks continued in 2007 with the entrance in the local market of the brand V220 by Tesalia Springs Co, which is 50% cheaper than the category leader, Red Bull.
Consumers faced with more soft drink options
One of the strategies implemented by companies since 2006 has been the launch of new products in several subsectors within soft drinks. The objective is to offer different options to consumers for specific consumption stages. This is the case with Ecuador Bottling Co, which manages The Coca-Cola Co’s brands. According to its strategic planning manager, the intention is to develop consumer brand loyalty through persuading them to consume all of the company’s products on offer. For example, Dasani bottled water can be consumed while working, Coca-Cola can be consumed while watching television, and the sports drink Powerade can be consumed while exercising. Other companies, including Industrias Lácteas Toni, are following a similar strategy, with this company offering the Ovit brand of flavoured bottled water and Relaja Te RTD tea.
Multinational companies lead soft drinks market in 2007
The main sectors within soft drinks were led by multinational companies in 2007. International brands including:
Coca-Cola, Sprite, Pepsi, Big Cola, Gatorade and Dasani enjoy widespread recognition and lead the soft drinks market. However, domestic companies have gained space since 2004, with brands like Tesalia from the Tesalia Spring Co. in bottled water and Ovit from Industrias Lácteas Toni SA in the flavoured bottled water subsector. Distribution is one of the main challenges for domestic companies because of the importance of having a high coverage in off-trade channels at national level. Regarding on-trade channels, domestic brands have a lower acceptance in comparison to multinational brands, mainly due to the strong brand image of the latter. Also, marketing activities, which include merchandising material, are mostly done by multinationals due to their greater financial capacities.
Independent grocers remain the most important distribution outlets
According to industry experts, independent small grocers and small grocery retailers accounted for approximately 71% of volume sales of soft drinks in Ecuador in 2007. These estimates consider that there are around 150,000 independent outlets at national level that are capable of selling soft drinks. This situation mainly applies to carbonates, fruit/vegetable juice and bottled water because these products target multiple consumers and do not need any special care in retail outlets. However, for products like energy drinks and RTD tea, the number of possible off-trade outlets is significantly lower because these products are focused on middle-high- and high-income consumers. For these products, supermarkets/hypermarkets play a more important role in distribution.
Forecast growth set to outpace 2002-2007 period growth as consumption rises
It is expected that soft drinks will continue experiencing a positive trend during the 2007-2012 forecast period. Growth will be slightly greater than the rate seen during the 2002-2007 review period and will be mainly due to an increase in consumption amongst specific niche consumers searching for different options in sectors like carbonates and bottled water. In addition, the higher expenditure capacity in middle socioeconomic consumer groups is expected to further support the growth of the market overall.
Table of contents
SOFT DRINKS IN ECUADOR : MARKET INSIGHT
EXECUTIVE SUMMARY
Increased per capita consumption triggers continued volume growth
Consumers faced with more soft drink options
Multinational companies lead soft drinks market in 2007
Independent grocers remain the most important distribution outlets
Forecast growth set to outpace 2002-2007 period growth as consumption rises
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2002-2007
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2002-2007
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2002-2007
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2002-2007
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2007
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2007
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2007
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2002-2007
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2002-2007
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2002-2007
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2002-2007
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2003-2007
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2007
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2003-2007
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2007
Table 17 Company Shares of Off-trade Soft Drinks by Value 2003-2007
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2004-2007
Table 19 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2007
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2007-2012
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2007-2012
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2007-2012
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2007-2012
Table 24 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007-2012
Table 25 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2007-2012
Table 26 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2007-2012
Table 27 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2007-2012
APPENDIX
Table 28 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2002-2007
Table 29 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2002-2007
Table 30 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2003-2007
Table 31 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2007
Table 32 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2003-2007
Table 33 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2007
Table 34 Company Shares of Concentrates (RTD) by Off-trade Volume 2003-2007
Table 35 Brand Shares of Concentrates (RTD) by Off-trade Volume 2004-2007
Table 36 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2007-2012
Table 37 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
CARBONATES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 38 Off-trade Sales of Carbonates by Subsector: Volume 2002-2007
Table 39 Off-trade Sales of Carbonates by Subsector: Value 2002-2007
Table 40 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2002-2007
Table 41 Off-trade Sales of Carbonates by Subsector: % Value Growth 2002-2007
Table 42 On-trade vs Off-trade Sales of Carbonates: Volume 2002-2007
Table 43 On-trade vs Off-trade Sales of Carbonates: Value 2002-2007
Table 44 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2002-2007
Table 45 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2002-2007
Table 46 Company Shares of Carbonates by Off-trade Volume 2003-2007
Table 47 Brand Shares of Carbonates by Off-trade Volume 2004-2007
Table 48 Company Shares of Carbonates by Off-trade Value 2003-2007
Table 49 Brand Shares of Carbonates by Off-trade Value 2004-2007
Table 50 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2007-2012
Table 51 Forecast Off-trade Sales of Carbonates by Subsector: Value 2007-2012
Table 52 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2007-2012
Table 53 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2007-2012
FRUIT/VEGETABLE JUICE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 54 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2002-2007
Table 55 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2002-2007
Table 56 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2002-2007
Table 57 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2002-2007
Table 58 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2003-2007
Table 59 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2007
Table 60 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2003-2007
Table 61 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2007
Table 62 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2007-2012
Table 63 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2007-2012
Table 64 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2007-2012
Table 65 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2007-2012
BOTTLED WATER
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 66 Off-trade Sales of Bottled Water: Volume 2002-2007
Table 67 Off-trade Sales of Bottled Water: Value 2002-2007
Table 68 Off-trade Sales of Bottled Water: % Volume Growth 2002-2007
Table 69 Off-trade Sales of Bottled Water: % Value Growth 2002-2007
Table 70 Company Shares of Bottled Water by Off-trade Volume 2003-2007
Table 71 Brand Shares of Bottled Water by Off-trade Volume 2004-2007
Table 72 Company Shares of Bottled Water by Off-trade Value 2003-2007
Table 73 Brand Shares of Bottled Water by Off-trade Value 2004-2007
Table 74 Forecast Off-trade Sales of Bottled Water: Volume 2007-2012
Table 75 Forecast Off-trade Sales of Bottled Water: Value 2007-2012
Table 76 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2007-2012
Table 77 Forecast Off-trade Sales of Bottled Water: % Value Growth 2007-2012
FUNCTIONAL DRINKS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 78 Off-trade Sales of Functional Drinks by Subsector: Volume 2002-2007
Table 79 Off-trade Sales of Functional Drinks by Subsector: Value 2002-2007
Table 80 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2002-2007
Table 81 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2002-2007
Table 82 Company Shares of Functional Drinks by Off-trade Volume 2003-2007
Table 83 Brand Shares of Functional Drinks by Off-trade Volume 2004-2007
Table 84 Company Shares of Functional Drinks by Off-trade Value 2003-2007
Table 85 Brand Shares of Functional Drinks by Off-trade Value 2004-2007
Table 86 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2007-2012
Table 87 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2007-2012
Table 88 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2007-2012
Table 89 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2007-2012
CONCENTRATES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 90 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2002-2007
Table 91 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2002-2007
Table 92 Off-trade Sales of Concentrates by Subsector: Value 2002-2007
Table 93 Off-trade Sales of Concentrates by Subsector: % Value Growth 2002-2007
Table 94 Company Shares of Concentrates by Off-trade Value 2003-2007
Table 95 Brand Shares of Concentrates by Off-trade Value 2004-2007
Table 96 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2007-2012
Table 97 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2007-2012
Table 98 Forecast Off-trade Sales of Concentrates by Subsector: Value 2007-2012
Table 99 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2007-2012
RTD TEA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 100 Off-trade Sales of RTD Tea by Subsector: Volume 2002-2007
Table 101 Off-trade Sales of RTD Tea by Subsector: Value 2002-2007
Table 102 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2002-2007
Table 103 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2002-2007
Table 104 Company Shares of RTD Tea by Off-trade Volume 2003-2007
Table 105 Brand Shares of RTD Tea by Off-trade Volume 2003-2007
Table 106 Company Shares of RTD Tea by Off-trade Value 2003-2007
Table 107 Brand Shares of RTD Tea by Off-trade Value 2004-2007
Table 108 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2007-2012
Table 109 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2007-2012
Table 110 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2007-2012
Table 111 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2007-2012
INDUSTRIAS LÁCTEAS TONI SA
Strategic Direction
Key Facts
Summary 2 Industrias Lácteas Toni SA: Key Facts
Summary 3 Industrias Lácteas Toni SA: Operational Indicators
Company Background
Competitive Positioning
Summary 4 Industrias Lácteas Toni SA: Competitive Position 2007
THE TESALIA SPRING CO
Strategic Direction
Key Facts
Summary 5 The Tesalia Spring Co: Key Facts
Summary 6 The Tesalia Spring Co: Operational Indicators
Company Background
Competitive Positioning
Summary 7 The Tesalia Spring Co: Competitive Position 2007