Carbonates remained on a downward trajectory in 2018 in both volume and current value terms, with sales adversely impacted by local consumers’ increased health consciousness. Ecuadorians are adopting healthier lifestyles, seeking to reduce their consumption of sugar and artificial ingredients.
Low calorie cola carbonates continued to record solid off-trade volume growth in 2018. This can be attributed to consumers looking to avoid sugary products.
Over the forecast period consumer awareness of the harmful effects of sugar, caffeine and other artificial ingredients is expected to increase, leading to an ongoing shift towards more natural beverages, such as 100% juice and bottled water. The increasing taxation of beverages containing sugar will also discourage the consumption of carbonates.
Coca-Cola de Ecuador continued to dominate carbonates in 2018. The company’s success can be attributed to the strong positioning of its brands, ongoing heavy marketing and strong nationwide distribution.
With no visibility or claims on packaging, nor advertisements, carbonates manufacturers have been quietly reformulating the recipes of their regular brands to either eliminate sugar or reduce their sugar content. In addition, this reformulation is helping them to avoid or reduce the tax on sugared beverages.
Growth opportunities over the forecast period will lie with avoiding the sugar tax and the country’s economic recovery. The category’s main players have already adopted different business strategies to minimise the impact of the new tax, with these including the launch of smaller and more affordable pack sizes and the reformulation of their recipes.
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Discover the latest market trends and uncover sources of future market growth for the Carbonates industry in Ecuador with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Soft Drinks market research database.