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Country Report

Retailing in

Retailing in Ecuador

59 pages, Jan 2018

US$2,100

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

General tendency towards less dynamism

The difficult economic situation suffered by the country in 2015 and 2016, with unemployment, VAT hikes and other issues, caused the retail sector instability, evidenced by increases in the volume of purchases but reduction in value. Channels to see reductions in consumption have been those that sell products that are not of primary necessity.

Strong import tariff surcharges are key to slow growth

On the other hand, due to the heavy taxes on a large number of imported items, the non-store retailing channels of internet retailing and especially homeshopping have also been affected by a fall in sales. In terms of store-based retailing, the most affected categories have been non-grocery specialists and leisure and personal goods specialist retailers as specific segments of consumers prioritise quality or brand trends mainly imported.

Dominant retail corporations base strength on diversification of offer and complementary scope of services

The most important retail players in Ecuador have something in common; they include store brands across several categories and a significantly wide product offer. Corporación Favorita and Corporacion El Rosado have entered grocery retailing as their main operating channel including hypermarkets and supermarkets but also focus on different income segments such as premium, standard and economy.

Although growing, internet retailing still has some way to go in Ecuador

It is evident that rapid growth in internet retailing is taking place in the majority of countries in the region, but Ecuador is following the trend much more slowly. Important reasons to take in account include cultural habits, lower confidence and knowledge among the general population about the internet’s possibilities on the one hand, but also it is important to consider the insufficient internet retailing offer in terms of non-traditional “internet categories”, such as healthcare and personal goods, and not enough promotion of their services.

Economic austerity represents opportunity for domestic brands in retail

Specific policies implemented by “Superintendencia del poder del Mercado” (a government regulatory body), based on ensuring trade rights and equity conditions of agreement with large chains for domestic products from small and medium manufacturers, have underpinned support for an existing trend towards increasing demand for domestic products in almost all categories, from grocery to apparel, including electronics, appliances and some leisure and personal goods as well. Restrictions on imports, higher prices due to taxes, national development and diversification of products have allowed the appearance of more niche and positioned brands by national manufacturers mainly to replace imported brands, with key examples being grocery snacks, soft and alcoholic drinks, footwear, appliances and some generic medicines.

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Samples

Retailing Sample Report Retailing Sample Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Retailing industry in Ecuador with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Retailing industry in Ecuador, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Ecuador for free:

The Retailing in Ecuador market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic number of stores, selling space and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

How big is the grocery/non-grocery/non-store channel in Ecuador?
Who are the leading retailers in Ecuador?
How is retailing performing in Ecuador?
What is the retailing environment like in Ecuador?
Which channels are winning or losing in the fight for consumers’ money?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Retailing market research database.

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Retailing in Ecuador

EXECUTIVE SUMMARY

General tendency towards less dynamism

Strong import tariff surcharges are key to slow growth

Dominant retail corporations base strength on diversification of offer and complementary scope of services

Although growing, internet retailing still has some way to go in Ecuador

Economic austerity represents opportunity for domestic brands in retail

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Summary 1 Standard Opening Hours by Channel Type 2017

Physical retail landscape

Cash and carry

Seasonality

Mother’s/Father’s Day
Back to school
Christmas

Payments and delivery

Emerging business models

MARKET DATA

Table 1 Sales in Retailing by Store-based vs Non-Store: Value 2012-2017
Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2012-2017
Table 3 Sales in Store-Based Retailing by Channel: Value 2012-2017
Table 4 Sales in Store-Based Retailing by Channel: % Value Growth 2012-2017
Table 5 Store-Based Retailing Outlets by Channel: Units 2012-2017
Table 6 Store-Based Retailing Outlets by Channel: % Unit Growth 2012-2017
Table 7 Sales in Non-Store Retailing by Channel: Value 2012-2017
Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2012-2017
Table 9 Retailing GBO Company Shares: % Value 2013-2017
Table 10 Retailing GBN Brand Shares: % Value 2014-2017
Table 11 Store-based Retailing GBO Company Shares: % Value 2013-2017
Table 12 Store-based Retailing GBN Brand Shares: % Value 2014-2017
Table 13 Store-based Retailing LBN Brand Shares: Outlets 2014-2017
Table 14 Non-Store Retailing GBO Company Shares: % Value 2013-2017
Table 15 Non-Store Retailing GBN Brand Shares: % Value 2014-2017
Table 16 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2017-2022
Table 17 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2017-2022
Table 18 Forecast Sales in Store-Based Retailing by Channel: Value 2017-2022
Table 19 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2017-2022
Table 20 Forecast Store-Based Retailing Outlets by Channel: Units 2017-2022
Table 21 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2017-2022
Table 22 Forecast Sales in Non-Store Retailing by Channel: Value 2017-2022
Table 23 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2017-2022

DEFINITIONS

SOURCES

Summary 2 Research Sources

Direct Selling in Ecuador

HEADLINES

PROSPECTS

Offer of additional categories could help accelerate growth

Network marketing interesting as direct selling method still to incorporate mass categories of products

Still low penetration of internet retailing helps direct selling companies

COMPETITIVE LANDSCAPE

Domestic production of beauty products attempts to reduce costs and prices

Professional approach key to impulse development in the category

Social networks are becoming the main way to promote catalogue products

CHANNEL DATA

Table 24 Direct Selling by Category: Value 2012-2017
Table 25 Direct Selling by Category: % Value Growth 2012-2017
Table 26 Direct Selling GBO Company Shares: % Value 2013-2017
Table 27 Direct Selling GBN Brand Shares: % Value 2014-2017
Table 28 Direct Selling Forecasts by Category: Value 2017-2022
Table 29 Direct Selling Forecasts by Category: % Value Growth 2017-2022

Internet Retailing in Ecuador

HEADLINES

PROSPECTS

Internet retailing yet to develop in grocery categories

Main prospects for growth include electronics and apparel

C2C activity a double-edged partner for B2C internet retailing

COMPETITIVE LANDSCAPE

Most effective internet retailing based around mid-high and high-income demand

Domestic companies need to consider improving marketing activity to grow

Linio changes strategy to improve operations in Ecuador

CHANNEL DATA

Table 30 Internet Retailing by Category: Value 2012-2017
Table 31 Internet Retailing by Category: % Value Growth 2012-2017
Table 32 Internet Retailing GBO Company Shares: % Value 2013-2017
Table 33 Internet Retailing GBN Brand Shares: % Value 2014-2017
Table 34 Internet Retailing Forecasts by Category: Value 2017-2022
Table 35 Internet Retailing Forecasts by Category: % Value Growth 2017-2022

Mixed Retailers in Ecuador

HEADLINES

PROSPECTS

Department stores boosted by other grocery and non-grocery sharing trend

Variety stores most dynamic, underpinned by independent operation

Mixed retailers find interesting growing niche in home accessories

COMPETITIVE LANDSCAPE

Pycca department store maintains a “follower” strategy in Ecuador

Almacenes De Prati investments expected to be profitable in coming years

Sales seasons such as Black Friday established and driving demand

CHANNEL DATA

Table 36 Mixed Retailers: Value Sales, Outlets and Selling Space 2012-2017
Table 37 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2012-2017
Table 38 Sales in Mixed Retailers by Channel: Value 2012-2017
Table 39 Sales in Mixed Retailers by Channel: % Value Growth 2012-2017
Table 40 Mixed Retailers Outlets by Channel: Units 2012-2017
Table 41 Mixed Retailers Outlets by Channel: % Unit Growth 2012-2017
Table 42 Mixed Retailers GBO Company Shares: % Value 2013-2017
Table 43 Mixed Retailers GBN Brand Shares: % Value 2014-2017
Table 44 Mixed Retailers LBN Brand Shares: Outlets 2014-2017
Table 45 Mixed Retailers LBN Brand Shares: Selling Space 2014-2017
Table 46 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2017-2022
Table 47 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 48 Forecast Sales in Mixed Retailers by Channel: Value 2017-2022
Table 49 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2017-2022
Table 50 Forecast Mixed Retailers Outlets by Channel: Units 2017-2022
Table 51 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2017-2022

Mobile Internet Retailing in Ecuador

HEADLINES

PROSPECTS

Successful apps for food and drinks include multi-brand offers

Penetration of mobile internet will continue to accelerate

Social networks are main marketing platforms for mobile retail apps

COMPETITIVE LANDSCAPE

Fybeca, the most dynamic app in health and beauty categories

Platforms OLX and Mercadolibre incorporate a second floor space for small retailers

Comandato, the most highlighted app in electronics and appliances

CHANNEL DATA

Table 52 Mobile Internet Retailing: Value 2012-2017
Table 53 Mobile Internet Retailing: % Value Growth 2012-2017
Table 54 Mobile Internet Retailing Forecasts: Value 2017-2022
Table 55 Mobile Internet Retailing Forecasts: % Value Growth 2017-2022

Modern Grocery Retailers in Ecuador

HEADLINES

PROSPECTS

Good practices manual adopted in supermarkets will maintain regulation

Supermarket brands still waiting to develop effective e-commerce platforms

VAT reduction expected to have positive impact on sales.

COMPETITIVE LANDSCAPE

Corporations maintain strong dominance in wider retail market landscape

Modernisation of convenience stores, forecourt retailers focused on higher target segments

Private label products in supermarkets show strong dynamism

CHANNEL DATA

Table 56 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2012-2017
Table 57 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2012-2017
Table 58 Sales in Modern Grocery Retailers by Channel: Value 2012-2017
Table 59 Sales in Modern Grocery Retailers by Channel: % Value Growth 2012-2017
Table 60 Modern Grocery Retailers Outlets by Channel: Units 2012-2017
Table 61 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2012-2017
Table 62 Modern Grocery Retailers GBO Company Shares: % Value 2013-2017
Table 63 Modern Grocery Retailers GBN Brand Shares: % Value 2014-2017
Table 64 Modern Grocery Retailers LBN Brand Shares: Outlets 2014-2017
Table 65 Modern Grocery Retailers LBN Brand Shares: Selling Space 2014-2017
Table 66 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2017-2022
Table 67 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 68 Forecast Sales in Modern Grocery Retailers by Channel: Value 2017-2022
Table 69 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2017-2022
Table 70 Forecast Modern Grocery Retailers Outlets by Channel: Units 2017-2022
Table 71 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022

Non-Grocery Specialists in Ecuador

HEADLINES

PROSPECTS

Electronics and appliance specialist retailers see strongest recovery

Domestic production underpins recovery by specialist retailers

Trends in non-grocery specialists impacted by structural factors

COMPETITIVE LANDSCAPE

Illegal commerce and weak border controls are threats to specialist retailers

Exit of international companies slowed during overview period

Drugstores/Parapharmacies the most intensely competitive category

CHANNEL DATA

Table 72 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2012-2017
Table 73 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2012-2017
Table 74 Sales in Non-Grocery Specialists by Channel: Value 2012-2017
Table 75 Sales in Non-Grocery Specialists by Channel: % Value Growth 2012-2017
Table 76 Non-Grocery Specialists Outlets by Channel: Units 2012-2017
Table 77 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2012-2017
Table 78 Non-Grocery Specialists GBO Company Shares: % Value 2013-2017
Table 79 Non-Grocery Specialists GBN Brand Shares: % Value 2014-2017
Table 80 Non-Grocery Specialists LBN Brand Shares: Outlets 2014-2017
Table 81 Non-Grocery Specialists LBN Brand Shares: Selling Space 2014-2017
Table 82 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2017-2022
Table 83 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2017-2022
Table 84 Forecast Sales in Non-Grocery Specialists by Channel: Value 2017-2022
Table 85 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2017-2022
Table 86 Forecast Non-Grocery Specialists Outlets by Channel: Units 2017-2022
Table 87 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2017-2022

Traditional Grocery Retailers in Ecuador

HEADLINES

PROSPECTS

Independent small grocers maintain slow recovery over coming period

Solidarity grocers, a growing concept pushed by public institutions

Alcoholic drinks specialists to increase sales as product prices fall

COMPETITIVE LANDSCAPE

Personalised customer service a key advantage for small grocers

Increasing presence of low cost supermarkets another threat to traditional channel

Independent small grocers continue to offer additional services

CHANNEL DATA

Table 88 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2012-2017
Table 89 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2012-2017
Table 90 Sales in Traditional Grocery Retailers by Channel: Value 2012-2017
Table 91 Sales in Traditional Grocery Retailers by Channel: % Value Growth 2012-2017
Table 92 Traditional Grocery Retailers Outlets by Channel: Units 2012-2017
Table 93 Traditional Grocery Retailers Outlets by Channel: % Unit Growth 2012-2017
Table 94 Traditional Grocery Retailers GBO Company Shares: % Value 2013-2017
Table 95 Traditional Grocery Retailers GBN Brand Shares: % Value 2014-2017
Table 96 Traditional Grocery Retailers LBN Brand Shares: Outlets 2014-2017
Table 97 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2014-2017
Table 98 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2017-2022
Table 99 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 100 Forecast Sales in Traditional Grocery Retailers by Channel: Value 2017-2022
Table 101 Forecast Sales in Traditional Grocery Retailers by Channel: % Value Growth 2017-2022
Table 102 Forecast Traditional Grocery Retailers Outlets by Channel: Units 2017-2022
Table 103 Forecast Traditional Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022

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Megatrends

Country Report

Retailing in Ecuador

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Executive Summary

New Report Guarantee

General tendency towards less dynamism

Strong import tariff surcharges are key to slow growth

Dominant retail corporations base strength on diversification of offer and complementary scope of services

Although growing, internet retailing still has some way to go in Ecuador

Economic austerity represents opportunity for domestic brands in retail

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

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Table of Contents

Retailing in Ecuador

EXECUTIVE SUMMARY

General tendency towards less dynamism

Strong import tariff surcharges are key to slow growth

Dominant retail corporations base strength on diversification of offer and complementary scope of services

Although growing, internet retailing still has some way to go in Ecuador

Economic austerity represents opportunity for domestic brands in retail

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Physical retail landscape

Cash and carry

Seasonality

Payments and delivery

Emerging business models

MARKET DATA

DEFINITIONS

SOURCES

Direct Selling in Ecuador

HEADLINES

PROSPECTS

Offer of additional categories could help accelerate growth

Network marketing interesting as direct selling method still to incorporate mass categories of products

Still low penetration of internet retailing helps direct selling companies

COMPETITIVE LANDSCAPE

Domestic production of beauty products attempts to reduce costs and prices

Professional approach key to impulse development in the category

Social networks are becoming the main way to promote catalogue products

CHANNEL DATA

Internet Retailing in Ecuador

HEADLINES

PROSPECTS

Internet retailing yet to develop in grocery categories

Main prospects for growth include electronics and apparel

C2C activity a double-edged partner for B2C internet retailing

COMPETITIVE LANDSCAPE

Most effective internet retailing based around mid-high and high-income demand

Domestic companies need to consider improving marketing activity to grow

Linio changes strategy to improve operations in Ecuador

CHANNEL DATA

Mixed Retailers in Ecuador

HEADLINES

PROSPECTS

Department stores boosted by other grocery and non-grocery sharing trend

Variety stores most dynamic, underpinned by independent operation

Mixed retailers find interesting growing niche in home accessories

COMPETITIVE LANDSCAPE

Pycca department store maintains a “follower” strategy in Ecuador

Almacenes De Prati investments expected to be profitable in coming years

Sales seasons such as Black Friday established and driving demand

CHANNEL DATA

Mobile Internet Retailing in Ecuador

HEADLINES

PROSPECTS

Successful apps for food and drinks include multi-brand offers

Penetration of mobile internet will continue to accelerate

Social networks are main marketing platforms for mobile retail apps

COMPETITIVE LANDSCAPE

Fybeca, the most dynamic app in health and beauty categories

Platforms OLX and Mercadolibre incorporate a second floor space for small retailers

Comandato, the most highlighted app in electronics and appliances

CHANNEL DATA

Modern Grocery Retailers in Ecuador