In 2018, hot drinks in Ecuador continued to record positive volume and value growth, with sales driven primarily by coffee and tea. Both categories continued to be highly valued by consumers, while manufacturers increasingly expanded their portfolios into the premium segment.
Tea recorded the strongest off-trade volume and current value growth in 2018, with sales supported by various factors, including a wider variety of blends and flavours in off-trade outlets and a greater number of on-trade tea specialists. Tea consumption is increasing, with some consumers moving to tea from coffee, while others are drinking it for its medicinal benefits.
Due to the Good Commercial Practices law established for supermarkets and their suppliers, an increasing number of new local companies have entered the leading retail outlets. The law requires that at least 15% of retailers’ suppliers are micro, small and medium-sized companies.
In 2018, premiumisation continued to be a growth driver in hot drinks, with added value products contributing to stronger value than volume growth in coffee and tea. In general terms, new product developments are tending to be healthier and more premium offerings.
Over the forecast period hot drinks in Ecuador is expected to continue to grow steadily in both volume and value terms. However, the on-trade channel is predicted to continue to be a key driver of innovation, offering new products which if successful will then be further developed for the off-trade, as has been the case with instant coffee mixes.
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This industry report originates from Passport, our Hot Drinks market research database.