Sports Drinks in Ecuador

PROSPECTS

Sports drinks benefiting from increasing consumer penetration

The consumption of sports drinks continued to increase in 2018 as the category benefited from rising penetration among those taking part in sport. Ecuadorian consumers are becoming increasingly health aware, seeking to maintain their wellbeing through both nutrition as well as physical exercise.

Category benefiting from more brand extensions and packaging formats

Within sports drinks, promotional packs and multipacks were not very common in previous years. However, since 2017, brands such as Powerade and Gatorade have been offered in promotional packs with discounts of 15-20% in order to boost volume sales.

Average unit price declines due to the entrance of smaller formats and economy brands

New local players have entered sports drinks over the last two years. As a result, the category now offers more affordable products, including both mid- and low-priced brands.

COMPETITIVE LANDSCAPE

The Tesalia Spring Co continues to dominate sports drinks

The Tesalia Spring Co continued to dominate sports drinks in 2018 thanks to the company being the NBO of the Gatorade brand in Ecuador. Gatorade remained the leading brand thanks to strong consumer awareness and distribution through both modern and traditional grocery retailers.

The leading players focus on flavour innovation and pack sizes

The leading manufacturers of sports drinks in 2018 continued to focus on flavour innovation to attract consumers. Over the last two years larger pack formats were also launched.

Brand owners trying to get closer to consumers

In order to better communicate with, and get closer to, consumers, brand manufacturers are focusing their marketing activities not only on the mass media but also on digital and social media platforms as well as events and sponsorships. Social media advertisements for Powerade, for example, feature real people and amateur athletes sharing their achievements.

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