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Learn moreJun 2018
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Even though on-trade consumption of RTDs/high-strength pre-mixes recovered slightly in 2017, the trend of staying at home in order to save money remained strong. Home entertainment has become more popular, especially among young consumers from the middle socioeconomic levels, which are the core consumers of RTDs.
High-strength premixes recorded total volume declines in 2016 and 2017, driven by price increases after alcoholic drinks taxes were established according to the percentage of alcohol content per litre. Tax increases on these products were higher than on many other alcoholic drinks, given that the alcohol content of high-strength premixes is high.
Wine-based RTDs is a relatively small category which, however, returned to total volume growth in 2017. The main brands are imported and are largely consumed by women in the middle-income groups and young adults.
Azende Corp Cía maintained its leading position in RTDs/high-strength pre-mixes in 2017. The company’s leadership can be attributed to its umbrella brand strategy which covers this category among others within alcoholic drinks, with its Zhumir brand.
Players, especially in spirit-based RTDs, invest heavily in marketing activities in order to maintain volume sales and achieve growth. Event sponsorships, promotions at points of sale, and below-the-line activities are part of their usual activities.
In 2016, Almacenes Juan Eljuri Cía launched Ron Cien Fuegos Rum + Coke. In Ecuador, rum is mainly mixed with coke or similar beverages.
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Discover the latest market trends and uncover sources of future market growth for the RTDs/High-Strength Premixes 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 RTDs/High-Strength Premixes industry in Ecuador, our research will save you time and money while empowering you to make informed, profitable decisions.
The RTDs/High-Strength Premixes in Ecuador market research report includes:
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This industry report originates from Passport, our Alcoholic Drinks market research database.
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.