Executive Summary

Mar 2019
PROSPECTS
Concentrates losing relevance

Concentrates continued to lose relevance in 2018 due to several factors, for example consumers adopting healthier lifestyles, the impact of traffic light labelling and the natural migration of consumers towards RTD beverages. The continuous launch of, and marketing support for, healthier products, alongside increased media coverage of the battle against sugar, colourings and artificial flavourings, have negatively affected the category.

Iced tea leads powder concentrates

Powder iced tea remained the most important product in concentrates in 2018. However, since 2015, powder iced tea and RTD tea have both fallen out of favour as consumers became aware of their high sugar content, with this naturally affecting concentrates as a whole.

Consumers going back to basics with homemade juice

For home consumption, many consumers are again starting to make their own juices. The affordability and availability of fresh fruit all year round in the country has also affected the concentrates category because consumers, especially housewives who spend a lot of time at home, would rather prepare juice from scratch because they have the time to do it, it is more affordable and they know they are giving their families something completely natural.

COMPETITIVE LANDSCAPE
Quala Ecuador continues to dominate concentrates

Quala Ecuador continued to dominate concentrates in 2018. The company owns two of the category’s leading brands, JugosYá in powder juice and SunTea in powder iced tea.

Category suffering from a lack of innovation

The last innovations seen in concentrates were back in 2015. Over the last three years the category has been adversely impacted by both a lack of innovation and a drop in marketing investment from the leading manufacturers, which have instead focused on RTD categories, some of which are also seeing a decline in popularity.

Concentrates Conversions
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Concentrates in Ecuador

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Overview

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

The Concentrates 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 Concentrates in Ecuador?
  • What are the major brands in Ecuador?
  • Who are the key consumers of concentrates in Ecuador?
  • How do premium vs. standard vs. economy brands compete for sales and market share?
  • How does the sales performance of domestic manufacturers compare to international brands/manufacturers?

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 Soft Drinks market research database.

Concentrates in Ecuador - Category analysis

HEADLINES

PROSPECTS

Concentrates losing relevance
Iced tea leads powder concentrates
Consumers going back to basics with homemade juice

COMPETITIVE LANDSCAPE

Quala Ecuador continues to dominate concentrates
Category suffering from a lack of innovation
Concentrates Conversions
Summary 1 Concentrates Conversion Factors for ReadytoDrink (RTD) Format

CATEGORY DATA

Table 1 Off-trade Sales of Concentrates (RTD) by Category: Volume 2013-2018
Table 2 Off-trade Sales of Concentrates by Category: Value 2013-2018
Table 3 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2013-2018
Table 4 Off-trade Sales of Concentrates by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2014-2018
Table 6 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2015-2018
Table 7 NBO Company Shares of Off-trade Concentrates: % Value 2014-2018
Table 8 LBN Brand Shares of Off-trade Concentrates: % Value 2015-2018
Table 9 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2014-2018
Table 10 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2015-2018
Table 11 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 12 Forecast Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 13 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 14 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023

Soft Drinks in Ecuador - Industry Overview

EXECUTIVE SUMMARY

Strong decline of sugary beverages partly offset by the growth of bottled water
Consumers demand better-for-you products on a daily basis
Flavoured bottled water continues to perform well
Larger pack sizes and a more natural offer drives new product development in 2018
Natural and low-sugar products to drive growth over the forecast period

MARKET DATA

Table 15 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 16 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 17 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 21 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 22 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 23 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 24 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 25 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 26 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 27 Sales of Soft Drinks by Total Fountain On-trade: Volume 2013-2018
Table 28 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2013-2018
Table 29 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 30 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 31 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 32 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 33 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2013-2018
Table 34 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 35 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 39 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 40 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 41 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 42 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 43 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2018-2023
Table 44 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2018-2023

SOURCES

Summary 2 Research Sources