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Country Report

Ecuador Flag Spirits in Ecuador

| Pages: 33

Price: US$900

About this Report

Executive Summary

TRENDS

  • The taxes on imported alcoholic drinks and on litres of pure alcohol per pack size, valid since mid-2012, significantly increased the prices of spirits. This made Ecuadorians more price sensitive, less brand loyal and more interested in saving money. This resulted in an opportunity for cheaper spirits, which local companies took advantage of and began producing local brands in categories which had few local players, including cream-based liqueurs, other whiskies, dark rum, white rum and vodka. Now consumers mainly buy whatever spirit they find the cheapest.

COMPETITIVE LANDSCAPE

  • Azende Corp Cía Ltda led sales in 2013. It has been able to have a 21% volume share due to its presence in several categories, like aguardiente and cream-based liqueurs. The company has a long tradition in the country and has created a strong positioning of its widely-known brand Zhumir, which is the family brand name of most of its spirits.

PROSPECTS

  • Due to reduced advertising caused by the Communication Law, companies will have a harder time to develop strong brand awareness and create loyalty among middle-low and low income individuals, who represent the larger amount of the population. These consumers are expected to remain price sensitive and indifferent to brands.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Spirits industry in Ecuador with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Spirits industry in Ecuador, our research will save you time and money while empowering you to make informed, profitable decisions.

The Spirits in Ecuador market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market volume shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Spirits in Ecuador?
  • What are the major brands in Ecuador?
  • Are consumers switching from international spirits to ‘cheaper’ local spirits as consumer spending is being squeezed?
  • What is the most popular price point for blended Scotch; super-premium, premium, standard or economy and has the recession resulted in a switch?
  • How do premium vs standard vs economy brands compete for sales?
  • What are the key flavours in vodka?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Table of Contents

Spirits in Ecuador - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 1 Sales of Spirits by Category: Total Volume 2008-2013
  • Table 2 Sales of Spirits by Category: Total Value 2008-2013
  • Table 3 Sales of Spirits by Category: % Total Volume Growth 2008-2013
  • Table 4 Sales of Spirits by Category: % Total Value Growth 2008-2013
  • Table 5 Sales of Spirits by Off-trade vs On-trade: Volume 2008-2013
  • Table 6 Sales of Spirits by Off-trade vs On-trade: Value 2008-2013
  • Table 7 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2008-2013
  • Table 8 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2008-2013
  • Table 9 GBO Company Shares of Spirits: % Total Volume 2009-2013
  • Table 10 NBO Company Shares of Spirits: % Total Volume 2009-2013
  • Table 11 LBN Brand Shares of Spirits: % Total Volume 2010-2013
  • Table 12 Production, Imports and Exports of Spirits: Total Volume 2007-2012
  • Table 13 Imports of Spirits by Country of Origin: Total Volume 2007-2012
  • Table 14 Imports of Spirits by Country of Origin: Total Value 2007-2012
  • Table 15 Exports of Spirits by Country of Destination: Total Volume 2007-2012
  • Table 16 Exports of Spirits by Country of Destination: Total Value 2007-2012
  • Table 17 Production, Imports and Exports of Brandy & Cognac: Total Volume 2007-2012
  • Table 18 Production, Imports and Exports of Rum: Total Volume 2007-2012
  • Table 19 Production, Imports and Exports of Tequila (and Mezcal): Total Volume 2007-2012
  • Table 20 Production, Imports and Exports of Whiskies: Total Volume 2007-2012
  • Table 21 Production, Imports and Exports of Gin: Total Volume 2007-2012
  • Table 22 Production, Imports and Exports of Vodka: Total Volume 2007-2012
  • Table 23 Forecast Sales of Spirits by Category: Total Volume 2013-2018
  • Table 24 Forecast Sales of Spirits by Category: Total Value 2013-2018
  • Table 25 Forecast Sales of Spirits by Category: % Total Volume Growth 2013-2018
  • Table 26 Forecast Sales of Spirits by Category: % Total Value Growth 2013-2018

Spirits in Ecuador - Company Profiles

Azende Corp Cía Ltda in Alcoholic Drinks (Ecuador)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 Azende Corp Cía Ltda: Key Facts
  • Summary 2 Azende Corp Cía Ltda: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 3 Azende Corp Cía Ltda: Production Statistics 2013

COMPETITIVE POSITIONING

  • Summary 4 Azende Corp Cía Ltda: Competitive Position 2013

Embotelladora Azuaya SA in Alcoholic Drinks (Ecuador)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Embotelladora Azuaya SA: Key Facts
  • Summary 6 Embotelladora Azuaya SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 7 Embotelladora Azuaya SA: Competitive Position 2013

Alcoholic Drinks in Ecuador - Industry Context

EXECUTIVE SUMMARY

Slowdown in volume sales

Decline of imports, boom of local production

The Organic Communication Law reduces product exposure

Off-trade sales benefited by more consumption at home

A slow recovery is expected

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

  • Summary 8 Taxation and Duty Levies on Alcoholic Drinks 2013
  • Table 27 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Categories 2013
  • Table 28 Selling Margin of a Typical Beer Brand in Retail Channel that does not use Wholesalers 2013
  • Table 29 Selling Margin of a Typical Wine Brand in Retail Channel that uses Wholesalers 2013
  • Table 30 Selling Margin of a Typical Spirits Brand in Retail Channel that uses Wholesalers 2013

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

  • Summary 9 Key New Product Developments 2013

MARKET INDICATORS

  • Table 31 Retail Consumer Expenditure on Alcoholic Drinks 2008-2013

MARKET DATA

  • Table 32 Sales of Alcoholic Drinks by Category: Total Volume 2008-2013
  • Table 33 Sales of Alcoholic Drinks by Category: Total Value 2008-2013
  • Table 34 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2008-2013
  • Table 35 Sales of Alcoholic Drinks by Category: % Total Value Growth 2008-2013
  • Table 36 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2013
  • Table 37 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2013
  • Table 38 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2013
  • Table 39 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2013
  • Table 40 GBO Company Shares of Alcoholic Drinks: % Total Volume 2009-2013
  • Table 41 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2008-2013
  • Table 42 Distribution of Alcoholic Drinks by Format by Category: % Off-trade Volume 2013
  • Table 43 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
  • Table 44 Forecast Sales of Alcoholic Drinks by Category: Total Value 2013-2018
  • Table 45 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
  • Table 46 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018

DEFINITIONS

Published data comparisons

SOURCES

  • Summary 10 Research Sources

Segmentation

This market research report includes the following:

  • Spirits
    • Brandy and Cognac
      • Brandy
      • Cognac
    • Liqueurs
      • Bitters
      • Cream-Based Liqueurs
      • Other Liqueurs
    • Rum
      • Dark Rum
      • White Rum
    • Tequila (and Mezcal)
    • Whiskies
      • Bourbon/Other US Whiskey
      • Canadian Whisky
      • Irish Whiskey
      • Japanese Whisky
      • Blended Scotch Whisky
        • Blended Malt Scotch Whisky
        • Other Blended Scotch Whisky
      • Single Malt Scotch Whisky
      • Other Whiskies
    • White Spirits
      • Gin
        • English Gin
        • Dutch Gin
      • Vodka
    • Other Spirits
      • Aguardente/Aguardiente
      • Other Distilled Beverages

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing
  • Exports by Country - Value
  • Exports by Country - Volume
  • Imports by Country - Value
  • Imports by Country - Volume
  • Off-trade vs On-trade
  • Trade Statistics - Value
  • Trade Statistics - Volume

Market size details:

  • Off-trade volume
  • Off-trade volume % growth
  • Off-trade volume per capita
  • On-trade volume
  • On-trade volume % growth
  • On-trade volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Off-trade value retail selling price % growth
  • Off-trade value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value retail selling price % growth
  • On-trade value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Total value retail selling price % growth
  • Total value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Total value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value manufacturer selling price % growth
  • Off-trade value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value manufacturer selling price % growth
  • On-trade value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Total value manufacturer selling price % growth
  • Total value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Total value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade rtd volume
  • Off-trade rtd volume % growth
  • Off-trade rtd volume per capita
  • On-trade rtd volume
  • On-trade rtd volume % growth
  • On-trade rtd volume per capita
  • Total rtd volume
  • Total rtd volume % growth
  • Total rtd volume per capita
  • Off-trade volume litres of pure alcohol
  • Off-trade volume litres of pure alcohol % growth
  • Off-trade volume litres of pure alcohol per capita
  • On-trade volume litres of pure alcohol
  • On-trade volume litres of pure alcohol % growth
  • On-trade volume litres of pure alcohol per capita
  • Total volume litres of pure alcohol
  • Total volume litres of pure alcohol % growth
  • Total volume litres of pure alcohol per capita

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