Sports Drinks in Ecuador

PROSPECTS

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

The health and wellness trend is having a significant positive impact on sports drinks, with consumption in 2019 benefiting from an increasing number of people exercising, or taking part in sport. Ecuadorian consumers are becoming increasingly health aware, seeking to maintain their wellbeing through both nutrition as well as physical exercise.

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

As sports drinks increase in popularity, local players have been entering the landscape, hoping to gain share of an increasingly growing soft drink. As a result, sports drinks now offers more affordable products, including both mid- and low-priced brands.

Discounts and promotions attract consumers, but decrease value sales

Over the review period, major players such as Powerade and Gatorade have been offered in promotional packs with heavy discounts, sometimes up to 25%. These brands discounts, along with the constant additional offer and discounts in supermarkets and hypermarkets, has an adverse impact on sports drinks value growth.

COMPETITIVE LANDSCAPE

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

The Tesalia Spring Co continued to dominate sports drinks in 2019 thanks to its offering of Gatorade in Ecuador. Gatorade retained its lead thanks to strong consumer awareness, and solid distribution through both modern and traditional grocery retailers.

Players compete through flavour innovations, and digital and social advertising

Part of Gatorade’s success lies in its ability to support its sports drinks with solid marketing, and constant innovation - bringing new flavour innovations to consumers. In 2018, Gatorade launched GActive, in order to reach consumers looking for zero calorie sports drinks, aligning its new offering with the rising health and wellness trend.

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

Over the review period, larger pack formats were also launched, with players such as Powerade, launching 1-litre sports drinks of its main flavour variants, encouraging consumers to increase their volume of purchases at a lower price per litre. To compete with Powerade, The Tesalia Spring Co also launched a limited edition Gatorade in Cool Blue flavour in 2016, which proved successful, and in 2019, it is a regular part of Gatorade portfolio.

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