Executive Summary

Jul 2019
Alcoholic drinks maintains its recovery

In 2017, alcoholic drinks started to show important recovery from the strong decline seen in 2016 in total volume terms, and the slow increases seen in previous years. The growth trend continued during 2018.

2017 tax reduction on imports positively impacts 2018 sales

Due to Ecuador joining a trade agreement with the European Union in 2017, imported brands strongly increased their offer at lower prices in 2018, which brought strong dynamism to alcoholic drinks. Amongst all the imported products coming from the EU, alcoholic drinks saw one of the biggest reductions in import taxes, and in fact by 2018 had eliminated import taxes.

Beer dominates the competitive landscape

AB InBev’s global acquisition of SAB Miller, and thus Cía de Cervezas Nacionales, led the company to focus on its leading beer brand Pilsener. It also increased the distribution of the global brands Budweiser, Corona Extra and Stella Artois.

The rise of internet retailing

In 2018, independent small grocers continued to lead the distribution of alcoholic drinks, followed by drinks specialists, supermarkets and other grocery retailers. Nevertheless, internet retailing is strongly increasing its presence in Ecuador, including within alcoholic drinks.

Volume growth is expected to decelerate in the forecast period

Alcoholic drinks companies are expected to benefit from improvements in production costs and lower import taxes. Further total volume growth is therefore expected during forecast period, although a gradual slowing of growth is expected.

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Alcoholic Drinks in Ecuador

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Overview

Discover the latest market trends and uncover sources of future market growth for the Alcoholic Drinks 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 Alcoholic Drinks industry in Ecuador, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Ecuador for free:

The Alcoholic Drinks 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 shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Alcoholic Drinks in Ecuador?
  • What are the major brands in Ecuador?
  • Have there been any alcoholic drinks legislative changes over the past 12 months?
  • How is the alcoholic drinks industry affected by the recession?
  • What is consumed more; beer, wine or spirits?
  • What have been the key trends seen in new product developments?
  • Do alcoholic drinks consumers want value for money or added value?

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.

Alcoholic Drinks in Ecuador

EXECUTIVE SUMMARY

Alcoholic drinks maintains its recovery
2017 tax reduction on imports positively impacts 2018 sales
Beer dominates the competitive landscape
The rise of internet retailing
Volume growth is expected to decelerate in the forecast period

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink-driving
Advertising
Smoking ban
Opening hours
On-trade establishments

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2018

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2017
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2017
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

APPENDIX

DEFINITIONS

SOURCES

Summary 2 Research Sources

Beer in Ecuador

HEADLINES

PROSPECTS

Consumers recover their consumption frequency due to changing economic policy
Imported beer attracts middle- to high-income consumers due to lower prices
Core consumers are men from all socioeconomic levels

COMPETITIVE LANDSCAPE

Cía de Cervezas Nacionales leads thanks to Pilsener brand
Aggressive entry of European brands drives premium lager and affects local craft beer
Cía de Cervezas Nacionales makes efforts to increase light beer sales

CATEGORY BACKGROUND

Summary 3 Lager by Price Band 2018
Table 17 Number of Breweries 2013-2018

CATEGORY DATA

Cider/Perry in Ecuador

PROSPECTS

Rtds in Ecuador

HEADLINES

PROSPECTS

Spirit-based RTDs competes with beer for consumption occasions
High-strength premixes replaced by spirits
Wine-based RTDs a small niche with a lack of innovation

COMPETITIVE LANDSCAPE

Azende Corp Cía leads RTDs
RTDs sees strong BTL investment and point-of-sale promotions
Distribution ranges across modern and traditional channels

CATEGORY DATA

Table 18 Sales of RTDS by Category: Total Volume 2013-2018
Table 19 Sales of RTDS by Category: Total Value 2013-2018
Table 20 Sales of RTDS by Category: % Total Volume Growth 2013-2018
Table 21 Sales of RTDS by Category: % Total Value Growth 2013-2018
Table 22 Sales of RTDS by Off-trade vs On-trade: Volume 2013-2018
Table 23 Sales of RTDS by Off-trade vs On-trade: Value 2013-2018
Table 24 Sales of RTDS by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 25 Sales of RTDS by Off-trade vs On-trade: % Value Growth 2013-2018
Table 26 GBO Company Shares of RTDS: % Total Volume 2014-2018
Table 27 NBO Company Shares of RTDS: % Total Volume 2014-2018
Table 28 LBN Brand Shares of RTDS: % Total Volume 2015-2018
Table 29 Forecast Sales of RTDS by Category: Total Volume 2018-2023
Table 30 Forecast Sales of RTDS by Category: Total Value 2018-2023
Table 31 Forecast Sales of RTDS by Category: % Total Volume Growth 2018-2023
Table 32 Forecast Sales of RTDS by Category: % Total Value Growth 2018-2023

Spirits in Ecuador

HEADLINES

PROSPECTS

Spirits recovers historic growth rates due to trade agreement
Whisky set to recover consumption levels of previous years
Middle- and high-income consumers spend more on better-quality products

COMPETITIVE LANDSCAPE

Azende Corp Cía leads spirits, despite a decreasing share
Online liquor stores gain space in the cities
Imported brands recover their growth

CATEGORY DATA

Table 33 Sales of Spirits by Category: Total Volume 2013-2018
Table 34 Sales of Spirits by Category: Total Value 2013-2018
Table 35 Sales of Spirits by Category: % Total Volume Growth 2013-2018
Table 36 Sales of Spirits by Category: % Total Value Growth 2013-2018
Table 37 Sales of Spirits by Off-trade vs On-trade: Volume 2013-2018
Table 38 Sales of Spirits by Off-trade vs On-trade: Value 2013-2018
Table 39 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 40 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2013-2018
Table 41 GBO Company Shares of Spirits: % Total Volume 2014-2018
Table 42 NBO Company Shares of Spirits: % Total Volume 2014-2018
Table 43 LBN Brand Shares of Spirits: % Total Volume 2015-2018
Table 44 Forecast Sales of Spirits by Category: Total Volume 2018-2023
Table 45 Forecast Sales of Spirits by Category: Total Value 2018-2023
Table 46 Forecast Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 47 Forecast Sales of Spirits by Category: % Total Value Growth 2018-2023

Wine in Ecuador

HEADLINES

PROSPECTS

Wine culture increases amongst middle socioeconomic levels
Still rosé wine gains popularity due to greater shelf space
Sparkling wine reverts the negative trend from the early review period

COMPETITIVE LANDSCAPE

South American wines lead, with many different products available
Aggressive entry of new brands from the EU due to new agreement
Local quality wines increase their offer

CATEGORY DATA

Table 48 Sales of Wine by Category: Total Volume 2013-2018
Table 49 Sales of Wine by Category: Total Value 2013-2018
Table 50 Sales of Wine by Category: % Total Volume Growth 2013-2018
Table 51 Sales of Wine by Category: % Total Value Growth 2013-2018
Table 52 Sales of Wine by Off-trade vs On-trade: Volume 2013-2018
Table 53 Sales of Wine by Off-trade vs On-trade: Value 2013-2018
Table 54 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 55 Sales of Wine by Off-trade vs On-trade: % Value Growth 2013-2018
Table 56 Forecast Sales of Wine by Category: Total Volume 2018-2023
Table 57 Forecast Sales of Wine by Category: Total Value 2018-2023
Table 58 Forecast Sales of Wine by Category: % Total Volume Growth 2018-2023
Table 59 Forecast Sales of Wine by Category: % Total Value Growth 2018-2023