Ecuador

Both plain and flavoured yoghurt have benefited from rising health and wellness concerns in the country. Greek yoghurt has grown considerably as players, including Tonicorp, Karuu, Chivería and Rey Lácteos, offer a wide variety of products. Premium…

Wound care is expected to positive current value and volume growth in 2023. The full opening of society, post pandemic, supports volume sales, as people are more active, and as a consequence there are more small injuries. Continuing population growth…

In 2023, retail value growth for wipes were positive in Ecuador, with the category having an active, competitive landscape. The low barriers to entry have facilitated the emergence of numerous small brands, providing customers with a wide array of…

The consumption of wine has increased considerably in Ecuador due to it being an accessible and fashionable beverage for aspirational consumers. In 2022, premium and economy wines are both gaining popularity. Higher income groups are less price…

Weight management and wellbeing is expected to register both a decline in value and volume sales in 2023. Post pandemic, consumers are out and about again and are also able to visit the gym and be more active in order to lose weight. Therefore, there…

Vitamins are expected to register a decline in volume sales in 2023. The boon from the pandemic is long over and vitamins that claim immune boosting benefits are seeing a significant decline. As such, value sales are now on par with pre pandemic…

Travel in Ecuador is experiencing a remarkable resurgence, marked by a surge in domestic tourism. Several factors have fuelled this growth, including the desire for stress relief after extended periods of confinement during the pandemic. The…

During the review period, domestic tourism experienced remarkable growth, achieving unprecedented historical figures. Several key factors contributed to this phenomenon. Firstly, after enduring approximately two years of confinement, numerous…

The global urban consumer landscape is increasingly complex and difficult to navigate. Which cities should you choose for your consumer business expansion? To answer this and other questions, we are introducing the Euromonitor International Cities…

Toilet care players invest very little in advertising, therefore there is low consumer product awareness. National and foreign brands both compete within the category, but only SC Johnson is actively promoting its new Pato Discos Activos brand. As…

The tobacco market saw modest volume growth in Ecuador in 2023. Ecuador has gone through a series of problems in recent years, including the strong impact of the COVID-19 crisis, followed by an economic and social crisis that led to a national strike…

In 2023, Ecuador's tissue and hygiene landscape recorded flat rate retail value growth. Following the economic downturn experienced during COVID-19, Ecuador has showcased growth in its GDP, with Ecuador's GDP steadily increasing in 2023 to reach a 2%…

Consumption of black tea continued to increase in Ecuador during 2023, although retail volume growth rates remain modest and this is largely due to the perception among local consumers that black tea is a traditional product and a rather…

Historically, chocolate spreads have been an expensive option for Ecuadorians and is usually only found in modern retail channels where shoppers tend to have higher purchasing power. As a result, chocolate spreads have been inaccessible to a large…

In 2023, sweet biscuits, snack bars, and fruit snacks is benefitting from stronger demand for convenient and on-the-go snacking options. As consumers become busier and leave their homes for longer periods, they are turning to snacks as a quick and…

Surface care saw dynamic growth during the COVID-19 pandemic as consumers elevated cleaning routines in their homes, and used products to disinfect them on a regular basis. With the pandemic largely under control and virus concerns reduced,…

Sun care continues to register positive volume growth in 2023 after 2022 saw the category record truly phenomenal sales growth on the back of an incredible increase in demand for baby and child-specific sun care. A number of factors contributed to…

Sugar confectionery continues to post robust retail volume and current value growth in 2023, with the return of normal lifestyles boosting consumption occasions. With schools fully reopened, there is an increase in demand for sugar confectionery that…

While Ecuador has maintained one of the lowest inflation rates in the region, a combination of factors has led to upward price pressures in Staple Foods. The rising costs of key ingredients like wheat, oil or butter have continued in 2023, with…

Sports nutrition products typically have very high prices, which limits the growth potential to an extent. As such, consumption is limited to consumers in medium and high income groups. In addition, some sports nutrition products sold in Ecuador can…

The increases seen in sales of sports drinks in Ecuador in recent years can be attributed to a confluence of factors that reflect a broader shift towards a more health-conscious and active lifestyle. This multi-dimensional transformation in consumer…

The spirits category has been greatly affected by the increase in ICE tax (Special Consumption Tax) for alcoholic beverages, which is a tax levied on each litre of pure alcohol. Since the spirits category has the highest levels of alcohol, it has…

2023 witnessed another strong performance for Ecuador’s soft drinks industry as the challenges of previous years have largely been overcome. The entire industry has endured significant setbacks stemming from negative public perceptions of a series of…

Snacks is heavily dependent on everyday impulse purchases in Ecuador. Confectionery, ice cream, sweet biscuits and savoury snacks are all largely procured through the traditional channel, which relies heavily on consumer footfall outside of the home.…

E-vapour products saw a marked rise in retail value sales in Ecuador in 2023. E-vapour products was a category that was subject to very low levels of control by the authorities during the review period. However, as it has gained space within the…

Facial care continued to generate positive volume growth in 2023, even as overall volume growth in skin care fell into negative territory. In recent years, facial care has benefited substantially from a range of factors that have continued to drive…

Ready-to-eat popcorn is thriving in 2023 following a period of significant growth in recent years. New players have entered to compete against some of the most traditional players including Quala with its brand Popetas and Colsigna with the Planet…

Private label continues to gain prominence within sauces, dips and condiments. Ecuador's largest retailer, Corporación Favorita, has a range of private label options including Akí and Supermaxi, as well as La Original, which is the cheapest option…

Azende Corp Cía Ltda continues to lead the RTD category in 2022 with its Switch brand. Aimed at young adults, Azende has used a strong social media campaign with a funny and fresh message to engage its audience. Switch is a well-known spirit-based…

One of the defining features of RTD tea in Ecuador is that Fuze Tea by The Coca-Cola Co is by far the largest and most influential player, profoundly shaping trends in the category and commanding an overwhelming majority of category sales. This…

Rice is a staple food in Ecuadorian households and is pivotal in local economies. Weather conditions in Ecuador have a significant impact on rice production, influencing both yields and market dynamics. A particularly potent winter season,…

In 2023, retail tissue in Ecuador experienced greater price stability, while supply chains improved following challenges faced by the industry in 2022. This factor benefited sales, leading to positive retail value growth. Although a significant…

Retail in Ecuador posted strong growth in current value terms in 2022, building on the strong recovery posted the previous year. With COVID-19 fears subsiding and most of the remaining restrictions being lifted locals and foreign visitors were more…

Historically, online spending by Ecuadorians has been primarily focused on services and entertainment. However, consumption patterns in this area changed dramatically during the COVID-19 pandemic, with people increasingly choosing to purchase…

In 2023, retail adult incontinence in Ecuador recorded a retail value rise, while volume sales remained positive. A key factor driving substantial retail sales is the prevalence of goods in homes and older care facilities, with administrators…

The Quito in Ecuador report provides comprehensive city level information benchmarked against other cities in the country and region. The report includes historic data and forecasts on city population, consumer expenditure, digital penetration,…

The landscape for shelf-stable seafood is primarily led by canned tuna and canned sardine sales. During the outbreak of COVID-19, canned tuna gained popularity due to its affordability, versatility, and extended shelf life, making it a reliable…

Frozen potatoes has witnessed a substantial expansion within the modern retail sector, characterised by the wide offerings of various brands. The increase in brand options has heightened consumer interest, fostering a competitive landscape that…

Premium beauty and personal care remains a category with very low penetration within Ecuador. In the midst of perennial low sales and a general lack of dynamism, L'Oréal and its local partner Quifatex SA have begun to revitalise the category with the…

Shoe polish, the largest category within polishes, recorded strong double-digit value and volume growth in 2023, with sales driven by the reopening of schools. 2023 was the first year of a full return to in-person classes after pandemic-related…

Plant-based milk has experienced significant growth in recent years in Ecuador. This growth has been driven by various factors, including an increasing awareness of the health benefits of plant-based diets, environmental concerns, and changing…

A more business-friendly government, elected in 2021, could improve economic freedom. However, protests by indigenous factions have been violently suppressed. Economic performance is expected to be stronger than the regional average, whilst…

Paediatric consumer health is expected to register a slight increase in current value sales, but a fall in volume sales. The performance of vitamins in particular is expected to drag down the overall segment. Vitamins are the largest product in…

The popularity of flavoured powder drinks is under pressure in Ecuador, with retail volume sales having receded substantially since the peak of the COVID-19 pandemic and only marginally positive retail volume growth recorded in the category during…

Cream was negatively impacted by the national strike in 2022 as many players in the category do not offer shelf stable presentations and therefore cannot have large inventories. This made them the first products to run out when there was a shortage.…

2023 saw volume growth in oral care return to positive ground after two years of declining demand, with the most affordable brands and those which represent the best value for money generating the best sales performances. Against the backdrop of the…

According to the Instituto Nacional de Estadisticas y Censos (INEC), consumer appliances and electronics experienced a reduction in prices over 2022, when compared to 2021. This was in part due to a normalisation of production thereby ensuring there…

In 2023, Ecuador's nappies/diapers/pants landscape recorded a decline in retail value and volume sales. The ongoing decline in the birth rate impacted sales and diminished growth, especially in the newborn segment. In addition, the economic impact of…

In 2023, the menstrual care landscape in Ecuador showcased a fall in retail value sales while retail volume slowed. A decline in retail value was the result of consumers' increasingly cautious spending behaviour, with political instability and rising…

Since the arrival of the COVID-19 pandemic, there has been a significant trend towards men in Ecuador wearing beards, which has had a negative impact on demand for men’s razors and blades as the clean shaven look is no longer considered essential.…