On-trade sales of RTDs suffered significantly in 2020 as a result of the closure of on-trade outlets, including restaurants, bars and clubs, particularly in the first half of the year. Although restrictions eased and businesses were able to reopen in some areas thanks to the 'traffic light' system implemented across the country, some establishments went bankrupt.
Azende Corp maintained the lead in RTDs in total volume terms in 2020, thanks to the company's umbrella brand Zhumir, which straddles both the RTDs and spirits subcategories. Zhumir has solid positioning amongst most consumers of legal drinking age and all socioeconomic levels.
Whisky-based RTDs have gained particular relevance within spirit-based RTDs among consumers who appreciate value for money. The low price of these products is possible because their low alcohol percentage compared with spirits incurs lower taxes resulting in more competitive prices.
Despite a poor performance in 2020, RTDs is set to remain very relevant within alcoholic drinks as these products are very popular with younger demographics in Ecuador, thanks to continual innovation. Over the forecast period, the emergence of new competitors will enable this subcategory to become more dynamic and will encourage wider consumption in the country.
Although both wine-based and spirit-based RTDs are expected to see total volume growth in the forecast period, spirit-based RTDs are expected to see the best growth rate from a higher base. Consumers, particularly younger demographics, are expected to continue to gravitate toward these products thanks to their convenience, reasonable prices and lower alcohol content.
Sales of RTDs via e-commerce rose significantly in 2020, as greater numbers of Ecuadorians welcomed the convenience of this channel and remained wary of shopping in busy public places. This trend is set to continue across the forecast period as concerns about contagion linger.
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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.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our RTDs research and analysis database.
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