Younger consumers, such as millennials and centennials, are constantly migrating to the consumption of drinks with a lower alcohol content. This development is not a result of increased health concern (which is a niche topic in Ecuador), but is mostly due to flavour and price.
The channels have big differences when it comes to the sale of RTDs. In the traditional channel, the absolute leader is Switch + Flow, a brand that is sold in 1.
There is a growing presence of brands of wine-based RTDs in the modern channel, many of which are sangria. Brands like Don Simon have grown year on year and are taking up more and more shelf space in stores.
The tariff reform that took effect at the end of 2021 will increase the prices of all alcoholic beverages in Ecuador. The tax called Impuesto a los Consumos Especiales has increased from USD7.
Sales of RTDs via e-commerce rose significantly during the pandemic as greater numbers of Ecuadorians welcomed the safety, convenience and affordable prices of this channel. Despite the anticipated development of e-commerce over the forecast period, it will nevertheless continue to represent only a small percentage of overall sales of RTDs in Ecuador in the future, and store-based retailers, particularly supermarkets and food/drink/tobacco specialists, will continue to collectively dominate sales.
Constant innovation in terms of labels, presentations and flavours will allow the category to continue to grow in the coming years. The market leader Switch + Flow is constantly innovating to offer flavours that appeal to the younger generation.
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Understand the latest market trends and future growth opportunities for the RTDs industry in Ecuador with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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RTD stands for ‘ready-to-drink’. Other terms which may be used for these products are FABs, alcopops and premixes. The RTDs sector is the aggregation of malt-, wine-, spirit- and other types of premixed drinks. These drinks usually have an alcohol content of around 5% but this can reach as high as 10% ABV. Premixes containing a high percentage of alcohol of around 15%+ combined with juice or any other soft drink are included here. RTDs are usually marketed as products to be drunk neat, with ice, or as a cocktail ingredient. Fruit-flavoured, vodka-based spirits with an alcohol content of between 16-21% are classified here. Examples: Alizé, Ursus Roter, Berentzen Fruchtige, Kleiner Feigling.See All of Our Definitions
This report originates from Passport, our RTDs research and analysis database.
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