Soft Drinks in Ecuador

Soft Drinks in Ecuador

EXECUTIVE SUMMARY

2019 has been characterised by health and wellness challenges, resulting in the decline of value sales for soft drinks

The health and wellness trend is good news for bottled water and sports drinks, however, sales of carbonates, RTD tea and juice drinks suffer

Despite retaining its lead, Coca-Cola de Ecuador SA loses share as carbonate sales decrease

In 2019, new product developments were focused on different pack sizes, for value and convenience, as well as soft drinks with reduced sugar, or natural ingredients.

Growth is set to revive over the forecast period, as players respond to consumers demands

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2014-2019
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2014-2019
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2014-2019
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2014-2019
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2019
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2019
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2014-2019
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2014-2019
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2014-2019
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2014-2019
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2014-2019
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2014-2019
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2019
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2019
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2015-2019
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2016-2019
Table 19 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2014-2019
Table 20 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2019
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2019-2024
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2019-2024
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2019-2024
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2019-2024
Table 25 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2019-2024
Table 26 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2019-2024
Table 27 Forecast Off-trade Sales of Soft Drinks by Category: Value 2019-2024
Table 28 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2019-2024
Table 29 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2019-2024
Table 30 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2019-2024

SOURCES

Summary 1 Research Sources

Bottled Water in Ecuador

HEADLINES

PROSPECTS

The rise in health awareness is increasingly seeing consumers switch to bottled water

Health-conscious consumers are drinking more bottled water, leading to players increasing the size of packaging

Flavoured bottled water performs well, as consumers want sugar-free options, but with maximum taste

COMPETITIVE LANDSCAPE

The Tesalia Spring Co leads with its host of established offerings that meet consumers’ needs

Dasani and Cielo lead off-trade value share with aggressive pricing strategies and various sizes and formats

Players focus on health and wellness innovations, a trend which is set to characterise the forecast period

CATEGORY DATA

Table 31 Off-trade Sales of Bottled Water by Category: Volume 2014-2019
Table 32 Off-trade Sales of Bottled Water by Category: Value 2014-2019
Table 33 Off-trade Sales of Bottled Water by Category: % Volume Growth 2014-2019
Table 34 Off-trade Sales of Bottled Water by Category: % Value Growth 2014-2019
Table 35 NBO Company Shares of Off-trade Bottled Water: % Volume 2015-2019
Table 36 LBN Brand Shares of Off-trade Bottled Water: % Volume 2016-2019
Table 37 NBO Company Shares of Off-trade Bottled Water: % Value 2015-2019
Table 38 LBN Brand Shares of Off-trade Bottled Water: % Value 2016-2019
Table 39 Forecast Off-trade Sales of Bottled Water by Category: Volume 2019-2024
Table 40 Forecast Off-trade Sales of Bottled Water by Category: Value 2019-2024
Table 41 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2019-2024
Table 42 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2019-2024

Carbonates in Ecuador

HEADLINES

PROSPECTS

Volume and value sales suffer as consumers become wary of sugar and artificial ingredients

Low calorie cola carbonates records volume growth as consumers reach for sugar-free options

The forecast period will see further migration to flavoured bottled water

COMPETITIVE LANDSCAPE

Coca-Cola de Ecuador continues to dominate, benefiting from well-established offerings and solid nationwide distribution

Manufacturers quietly reformulate their recipes to avoid the tax on sugared beverages

To minimise the negative sales trend, players have release smaller pack sizes

CATEGORY DATA

Table 43 Off-trade vs On-trade Sales of Carbonates: Volume 2014-2019
Table 44 Off-trade vs On-trade Sales of Carbonates: Value 2014-2019
Table 45 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2014-2019
Table 46 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2014-2019
Table 47 Off-trade Sales of Carbonates by Category: Volume 2014-2019
Table 48 Off-trade Sales of Carbonates by Category: Value 2014-2019
Table 49 Off-trade Sales of Carbonates by Category: % Volume Growth 2014-2019
Table 50 Off-trade Sales of Carbonates by Category: % Value Growth 2014-2019
Table 51 Sales of Carbonates by Total Fountain On-trade: Volume 2014-2019
Table 52 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2014-2019
Table 53 NBO Company Shares of Off-trade Carbonates: % Volume 2015-2019
Table 54 LBN Brand Shares of Off-trade Carbonates: % Volume 2016-2019
Table 55 NBO Company Shares of Off-trade Carbonates: % Value 2015-2019
Table 56 LBN Brand Shares of Off-trade Carbonates: % Value 2016-2019
Table 57 Forecast Off-trade Sales of Carbonates by Category: Volume 2019-2024
Table 58 Forecast Off-trade Sales of Carbonates by Category: Value 2019-2024
Table 59 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2019-2024
Table 60 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2019-2024
Table 61 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2019-2024
Table 62 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2019-2024

Concentrates in Ecuador

HEADLINES

PROSPECTS

Despite product reformations to provide low-sugar options, consumers are increasingly losing interest in concentrates

Consumers are increasingly enjoying homemade juices instead of purchasing concentrates

Concentrates suffers as everyday consumption drops

COMPETITION

Players compete against the health and wellness trend as sugar content causes them to lose share

Quala Ecuador continues to dominate concentrates despite moving its marketing focus to RTD tea

To compete in the concentrates landscape, players need to re-think their health and wellness offerings

CATEGORY DATA

Concentrates Conversions

Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 63 Off-trade Sales of Concentrates (RTD) by Category: Volume 2014-2019
Table 64 Off-trade Sales of Concentrates by Category: Value 2014-2019
Table 65 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2014-2019
Table 66 Off-trade Sales of Concentrates by Category: % Value Growth 2014-2019
Table 67 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2015-2019
Table 68 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2016-2019
Table 69 NBO Company Shares of Off-trade Concentrates: % Value 2015-2019
Table 70 LBN Brand Shares of Off-trade Concentrates: % Value 2016-2019
Table 71 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2015-2019
Table 72 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2019
Table 73 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2019-2024
Table 74 Forecast Off-trade Sales of Concentrates by Category: Value 2019-2024
Table 75 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2019-2024
Table 76 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2019-2024

Energy Drinks in Ecuador

HEADLINES

PROSPECTS

Energy drinks benefits from increased awareness, seen as a suitable substitute for coffee

Lower unit prices and increased distribution makes energy drinks widely available to all consumers

Health, wellness and natural drink options are a threat to the growth of energy drinks

COMPETITIVE LANDSCAPE

The Tesalia Spring Co leads energy drinks with V220, a drink enjoyed nationwide, in the on-trade and off-trade

Energy drinks compete against each other through lowered price-points

Low price-points will see newer players perform well, whereas imported players will regain their relevance

CATEGORY DATA

Table 77 Off-trade Sales of Energy Drinks: Volume 2014-2019
Table 78 Off-trade Sales of Energy Drinks: Value 2014-2019
Table 79 Off-trade Sales of Energy Drinks: % Volume Growth 2014-2019
Table 80 Off-trade Sales of Energy Drinks: % Value Growth 2014-2019
Table 81 NBO Company Shares of Off-trade Energy Drinks: % Volume 2015-2019
Table 82 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2016-2019
Table 83 NBO Company Shares of Off-trade Energy Drinks: % Value 2015-2019
Table 84 LBN Brand Shares of Off-trade Energy Drinks: % Value 2016-2019
Table 85 Forecast Off-trade Sales of Energy Drinks: Volume 2019-2024
Table 86 Forecast Off-trade Sales of Energy Drinks: Value 2019-2024
Table 87 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2019-2024
Table 88 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2019-2024

Juice in Ecuador

HEADLINES

PROSPECTS

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

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

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

COMPETITIVE LANDSCAPE

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

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

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

CATEGORY DATA

Table 89 Off-trade Sales of Juice by Category: Volume 2014-2019
Table 90 Off-trade Sales of Juice by Category: Value 2014-2019
Table 91 Off-trade Sales of Juice by Category: % Volume Growth 2014-2019
Table 92 Off-trade Sales of Juice by Category: % Value Growth 2014-2019
Table 93 NBO Company Shares of Off-trade Juice: % Volume 2015-2019
Table 94 LBN Brand Shares of Off-trade Juice: % Volume 2016-2019
Table 95 NBO Company Shares of Off-trade Juice: % Value 2015-2019
Table 96 LBN Brand Shares of Off-trade Juice: % Value 2016-2019
Table 97 Forecast Off-trade Sales of Juice by Category: Volume 2019-2024
Table 98 Forecast Off-trade Sales of Juice by Category: Value 2019-2024
Table 99 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2019-2024
Table 100 Forecast Off-trade Sales of Juice by Category: % Value Growth 2019-2024

RTD Coffee in Ecuador

PROSPECTS

RTD Tea in Ecuador

HEADLINES

PROSPECTS

RTD tea has lost its healthy image as mandatory labelling makes sugar-content clear

Despite having a range of flavours available, traditional flavours drive sales of RTD teas

Healthier offerings set to expand over the forecast period, being a potential growth opportunity for RTD tea

COMPETITIVE LANDSCAPE

Fuze Tea benefits from the strong distribution network Coca-Cola de Ecuador provides

Players compete through flavour innovations and offering low sugar formats

New players align themselves to the health and wellness trend, using natural ingredients to compete in the landscape

CATEGORY DATA

Table 101 Off-trade Sales of RTD Tea by Category: Volume 2014-2019
Table 102 Off-trade Sales of RTD Tea by Category: Value 2014-2019
Table 103 Off-trade Sales of RTD Tea by Category: % Volume Growth 2014-2019
Table 104 Off-trade Sales of RTD Tea by Category: % Value Growth 2014-2019
Table 105 NBO Company Shares of Off-trade RTD Tea: % Volume 2015-2019
Table 106 LBN Brand Shares of Off-trade RTD Tea: % Volume 2016-2019
Table 107 NBO Company Shares of Off-trade RTD Tea: % Value 2015-2019
Table 108 LBN Brand Shares of Off-trade RTD Tea: % Value 2016-2019
Table 109 Forecast Off-trade Sales of RTD Tea by Category: Volume 2019-2024
Table 110 Forecast Off-trade Sales of RTD Tea by Category: Value 2019-2024
Table 111 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2019-2024
Table 112 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2019-2024

Sports Drinks in Ecuador

HEADLINES

PROSPECTS

The increased interest in health and wellness sees an increasing amount of the nation getting active, and reaching for sports drinks

As smaller players enter the landscape, unit price declines, slowing down value growth

Discounts and promotions attract consumers, but decrease value sales

COMPETITIVE LANDSCAPE

The Tesalia Spring Co led sports drinks in 2019, thanks to its well-established and loved sports drink, Gatorade

Players compete through flavour innovations, and digital and social advertising

New flavour options and larger packaging appeal to price-conscious consumers

CATEGORY DATA

Table 113 Off-trade Sales of Sports Drinks: Volume 2014-2019
Table 114 Off-trade Sales of Sports Drinks: Value 2014-2019
Table 115 Off-trade Sales of Sports Drinks: % Volume Growth 2014-2019
Table 116 Off-trade Sales of Sports Drinks: % Value Growth 2014-2019
Table 117 NBO Company Shares of Off-trade Sports Drinks: % Volume 2015-2019
Table 118 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2016-2019
Table 119 NBO Company Shares of Off-trade Sports Drinks: % Value 2015-2019
Table 120 LBN Brand Shares of Off-trade Sports Drinks: % Value 2016-2019
Table 121 Forecast Off-trade Sales of Sports Drinks: Volume 2019-2024
Table 122 Forecast Off-trade Sales of Sports Drinks: Value 2019-2024
Table 123 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2019-2024
Table 124 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2019-2024

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