Juice in Ecuador

PROSPECTS

Consumers increasing health awareness leads to a decline in juice sales, with only 100% juice seeing growth

Due to the increasing health and wellness trend, 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 high sugar intake.

The wide availability of fresh fruit in Ecuador means homemade juice remains a threat to value sales

The year-round availability and affordability of fresh fruit is a threat to values sales and growth of juice, as consumers can very quickly prepare homemade juice, from cheap fresh fruit sourced themselves. Informal street vendors offering freshly made 100% natural juice - sometimes bottled on the spot and at lower prices – appeal to low and mid-income consumers, as well as on-the-go consumers, offering a natural juice of good quality.

100% juice will gain in popularity over the forecast period, as consumers appreciate the added-value it offers

100% juice is gaining shelf space, driven by high-income consumers who are willing to spend more on a high-quality juice product. Even though this area remains niche because it is premium priced, consumers are demanding more from 100% juice and distribution has slowly increased to traditional channels as well.

COMPETITIVE LANDSCAPE

Ajecuador SA retains its lead with consumer favourite Pulp, available countrywide

Ajecuador SA leads juice sales with its juice and nectar offering Pulp, which benefits from an extensive portfolio of products at very affordable prices, that targets mid and low-income consumers. Pulp is constantly investing in media and marketing activations to retain its high-level of consumer-awareness, and it complements this with wider availability through high a distribution strategy, that is focused on traditional channels across the country.

Players compete in 100% juice, being the main juice area with growth opportunity

Local players such as Ecopacific have more significant share than multinationals in 100% juice. This is because domestic players benefit from a comprehensive offering of local, natural products which, due to growing health awareness, are increasingly popular amongst consumers.

Players focus on the health and wellness trend to compete against each other, as well as alternative soft drinks options

In 2019, in a bid to respond to consumer trends, juice and nectar players are offering healthier juices. In 2018, Nestlé launched an extension to Natura titled Natura Select; offering a reduced sugar product with less artificial content.

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