Ecuador

Air care was negatively impacted by the arrival of the pandemic as many consumers considered these products to be irrelevant. However, as fear of the pandemic has waned, consumers have turned to air care products again as they look to create a…

Ecuador has witnessed a remarkable expansion of its air routes with the introduction of new airlines alongside the growth of existing ones. One such noteworthy addition is Arajet, a low-cost carrier that commenced operations in the final quarter of…

Ecuador’s widespread vaccination campaign helped Ecuador to start 2022 with the effects of the pandemic greatly reduced. There were still outbreaks in the first quarter due to the omicron variant, which led to mild restrictions during this period.…

Pharmacies continue to have significant influence over the value sales of analgesics in Ecuador. For instance, in lower income neighbourhoods, pharmacies are generally stocked with generics, whereas in wealthier neighbourhoods, mainly branded…

In 2023, away-from-home tissue and hygiene in Ecuador recorded positive double-digit value growth. The start of 2022 was marked by a spike in COVID-19 cases due to the Omicron variant, with fears surrounding the virus impacting away-from-home leisure…

2023 saw significant growth in sales of baby wipes offered under brands imported from China. The appearance of these Chinese brands, which represent the ideal combination of high quality and low price, has played a key role in reenergising the…

The declining birth rate during the pandemic has had a significant impact on the baby food industry in Ecuador. With fewer babies being born, there is a smaller target market for baby food manufacturers. The high cost of baby food products has…

Throughout 2023, the bread industry has faced several challenges. The global surge in prices for wheat, oil, and butter, all of which are crucial components for bread production, has caused issues for manufacturers. In addition, the cost of eggs in…

2023 saw a continuation of the negative volume sales trends that were registered in bath and shower in 2022, although sales declines were less severe during the year. These negative trends can be attributed largely to the declining use of products…

The current socioeconomic situation in Ecuador is becoming more challenging and complex for consumers and fmcg companies alike, with 2023 witnessing political instability and a deterioration of the security situation in the country. All of these…

A number of key sporting events boosted beer sales in 2022. Guayaquil hosted the final of the Copa Libertadores bringing many tourists in from Latin America, most of them Brazilians who enjoy drinking beer. Amstel launched a special commemorative…

Bleach is a sizable product area in Ecuador, as consumers appreciate its affordable pricing. During the COVID-19 pandemic, bleach was one of the star products for home disinfection and consequently volume sales expanded by over one-third in 2020…

As the pandemic's grip wanes, tourists, including a significant number of elderly travellers, have rekindled their passion for exploration, both domestically and internationally. The elderly, once deemed vulnerable during the pandemic, now venture…

A substantial surge was seen in the average unit price of bottled water towards the end of the review period, with the category recording higher average unit price increases than virtually all other categories of soft drinks over the course of 2022…

Breakfast cereal prices have witnessed a significant rise in 2023, the result of the ongoing inflations and the rising costs of raw materials. Many prominent cereal brands, including Chocapic, Froot Loops, Trix, and Zucaritas, are imported, rendering…

This report assesses the business environment in Ecuador, focusing on the regulatory environment, stability of the financial system, FDI intake, labour market flexibility and skillset, trade openness, mobility infrastructure, ICT adoption and…

Butter consumption in Ecuador is relatively low compared to other countries in the region. This is due in part to the availability of cheaper alternatives such as margarine, which are more commonly used for both cooking and baking. Margarine has a…

The 2017 imposition of taxes on sugary beverages has led to the emergence of a price gap between regular cola carbonates and reduced sugar cola carbonates, which has made reduced sugar variants more economically attractive. With high inflation having…

Queso fresco (fresh cheese) is the most consumer cheese in Ecuador. In this category, the participation of the informal industry is very pronounced as cheese consumption is very regional. Each area is accustomed to the type of cheese that is produced…

The consumption of chocolate confectionery is heavily reliant on purchases made in the traditional channel, where a significant proportion of sales is driven by impulse buying. With the pandemic now behind them, consumers have been able to return to…

Sales of cider/perry remained negligible in Ecuador in 2021.

Cigarettes saw volume sales fall significantly in Ecuador in 2023. The illicit market continued to deepen its penetration within the Ecuadorian market during the year. The high tax levied on the legal industry has caused a substantial price gap…

Retail volume sales of cigars and cigarillos rose strongly in Ecuador in 2023, Cigars and cigarillos is a very niche category in Ecuador. In general terms, the Ecuadorian population is not accustomed to consuming this type of product. For this…

2023 saw substantial increases in the average unit price of coffee as the category continued to be hugely impacted by the ongoing increases being seen in the commodity price of coffee at international level. This global rise in the price of coffee…

2023 was a considerably better year for sales of colour cosmetics in Ecuador in comparison with what was seen in the category during 2022, when sales were still being negatively impacted by the COVID-19 pandemic. In particular, some consumers were…

The commodities country overview provides comprehensive data on production, consumption and price trends on key commodities markets. The commodities overview in Ecuador covers production and consumption trends in agricultural commodities, energy…

Powder concentrates saw a very interesting trend emerge in 2023 as a discernible dichotomy developed as the demand bifurcated into two significant product segments: fruit-based concentrates that are tailored to the needs of those who are using the…

Ecuador is expected to register only a slight increase in current value sales in 2023. Ecuador is grappling with rising crime rates and political instability, with runoff elections scheduled in October. This is all leading to economic uncertainty and…

Cooking ingredients and meals experienced strong growth during the COVID-19 pandemic as consumers spent more time cooking meals at home. Since the sharp spike in retail volume sales in 2020, retail consumption has gradually normalized, with consumers…

Cough, cold and allergy (hay fever) remedies are expected to register a decline in value sales. Value sales are now at more normal levels, as concerns about the COVID-19 virus have abated. In addition, Ecuador is grappling with rising crime rates and…

Dairy products has been negatively impacted by the recent social problems that the country has endured. In mid-2022, an 18-day national strike greatly complicated the logistics chain. As milk is a perishable item, much of the industry’s raw material…

Ecuador has been through a series of economic crises in recent years and, according to Instituto Nacional de Estadísticas y Censos (INEC), more than 60.5% of Ecuadorians are currently underemployed or struggling to make ends meet despite working…

Reckitt Benckiser’s Veet remained the dominant leading brand in hair removers/bleaches in 2023, despite the brand’s volume sales declining significantly over the course of the year after recording an exceptional sales performance earlier in the…

Medicated shampoo is expected to register the highest current value growth in dermatologicals in 2023, with the big winner being Genommalab’s Medicasp. This brand has significantly increased value share over the review period. With substantial…

Probiotic supplements is a standout product within dietary supplements and is expected to register double-digit volume growth in 2023. Probiotics supplements are available over the counter, but part of their success is due to sales representatives…

Digestive remedies is expected to register significant current value and volume growth in 2023, partly driven by high demand for diarrhoeal remedies (see below). The healthy growth is also due to the high levels of recommendation by pharmacists at…

While Latin America’s digital landscape is less well developed than other regions globally, most measures continue to improve, with Coronavirus (COVID-19) also having served to drive the digital landscape development in 2020. With locked-down…

The channel did not see any important changes in the last couple of years of the review period, with no new brands entering the market or announcing their intention to do so. This meant that the existing players continued to gain ground, using new…

The normalisation of consumers' lifestyles post-pandemic, including dining out and ordering takeaways, has continued to reduce demand for dishwashing products, and the category recorded further volume decline in 2023. Dishwashing registered a boom in…

In 2022, milk consumption in Ecuador was limited by the national strike that took place in the middle of the year, which complicated the logistics chain. With no national strikes in 2023, consumption returned to normal; however, category growth in…

Ecuador’s GDP grew by 1.5% in real terms in 2023. Among positive developments, private and public spending increased, supporting economic activity in the country. However, the economy was hindered by sluggish gross fixed capital formation and…

Guayaquil will remain Ecuador's most populous city in 2027. Quito's strong internet connectivity makes it appealing for online businesses. Guayaquil will continue as the largest consumer market. Manta saw the highest inflation in 2022. Quito had the…

Ecuador will experience population growth between 2021-2040, driven by positive natural change, as net migration declines. Rising life expectancy and a drop in the population under 30 years will drive ongoing ageing, with 65+ citizens impacting…

In 2023, the price of edible oil in Ecuador has stabilized following the soaring prices witnessed in 2022. Global oil prices have decreased and the emergence of hard discount chains, such as Tuti, are fostering greater price competition, with other…

The significant surge that has been seen in the consumption of energy drinks in Ecuador in recent years can be attributed largely to the substantial rise in sales of energy drinks offered in PET packaging, a trend spearheaded by the two prominent…

Ageing, urbanisation and migration continue to be major factors shaping the global population. The number of seniors around the world kept expanding in 2021 and is expected to grow further in the years to 2040. The number of small children is…

During 2023, the majority of sales recorded in fragrances were accounted for by direct selling, the distribution channel which was the most negatively impacted by the COVID-19 pandemic. Faced with challenges arising from the clash between the need…

Grocery retailers continued to see dynamic growth in 2022, with the lifting of COVID-19 restrictions supporting economic activity and boosting consumer confidence. Furthermore, while many consumers remained price sensitive in 2022, spending was…

The Guayaquil 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,…

Gum is highly dependent on impulse sales in the traditional channel and so the category was heavily affected by the COVID-19 pandemic. As demand subsided, companies substantially reduced their staff, product portfolio and distribution. In 2023,…