Juice in Ecuador

PROSPECTS

Sales impacted by consumer awareness of the need for healthier beverages

Ecuadorian consumers are becoming increasingly selective and demanding when choosing foods and beverages. The country is witnessing an evident shift towards the consumption of more natural products as consumers look to avoid contracting diseases associated with a high sugar intake.

100% juice expected to drive innovation but facing price barriers

100% juice is gaining shelf space in Ecuador, with sales driven by high-income consumers who are willing to spend more on good quality products. The launch of new flavours, such as cranberry, golden berry and fruit mixes, has focused on the functional benefits of these fruits, while organic options now include fruit mixed with vegetables and the addition of superfood seeds such as chia.

Consumers going back to basics with homemade juice

For home consumption, many Ecuadorians are again starting to make their own juices. The affordability and availability of fresh fruit throughout the year can be seen as a threat to 100% juice and even nectars and juice drinks because many consumers, particularly housewives, would rather prepare juice from scratch if they have the time because it is the cheapest option and they know they are giving their families something completely natural.

COMPETITIVE LANDSCAPE

Coca-Cola de Ecuador continues to lead juice by a small margin

Coca-Cola de Ecuador continued to lead juice in 2018. The company’s position can be attributed to the popularity of its Del Valle brand, which benefits from strong distribution, a wide flavour portfolio and two line extensions, namely Del Valle Nectar and Del Valle Fresh in the two main juice categories.

High prices an obstacle to stronger sales of 100% juice

The local company Terrafertil, which was acquired in 2018 by Nestlé, was one of the leading players in 100% juice with its Nature’s Heart brand. The company targets high-income consumers with a premium natural product.

Manufacturers focus their innovation efforts on recipe reformulation and flavour

In 2018, both international and domestic companies launched new juices and nectars with a lower sugar content so as to avoid the tax on highly sugared products. The launch of new products with a higher fruit content is expected to increase in 100% juice going forward.

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