Sweet Biscuits, Snack Bars and Fruit Snacks in Ecuador

PROSPECTS

Sweet snacks start to be recognised as a meal solution

Although sweet snacks are by nature consumed to satisfy an indulgence need, they are also starting to be seen by consumers as a meal replacement or between meal snack. In this sense, snack bars gained relevance within the category, especially among young adults.

Busy lifestyles boost snack opportunities

Consumers in Ecuador are leading increasingly hectic lifestyles, which leaves them with less time to prepare and eat full meals. This is especially the case for students and young working adults.

Indulgence continues to drive sales

Despite higher awareness of healthy eating and healthier lifestyles, indulgence remained the key factor in category sales. Sweet biscuits continued to dominate sales, and leading brands like Oreo (Mondelez Ecuador) and Galletas Amor (Nestlé Ecuador) have not been significantly affected by health awareness trends, or by the implementation of traffic light labelling on processed food.

COMPETITIVE LANDSCAPE

Nestlé Ecuador leads the category

Nestlé Ecuador maintained the leading position in retail value share terms in 2018. The company concentrates on sweet biscuits, which dominates sales.

Players look to lower sugar and reduced weight products and smaller portions

Familiar, and leading, sweet biscuits are being reformulated in order to reduce their sugar content. This especially concerns products widely perceived to be healthier options prior to the implementation of the traffic light labelling regulation.

Companies try to offer the best of both worlds

During the review period, many brands started to add natural ingredients to their sweet biscuits. Oats, quinoa and dried superfruits were among the ingredients that gained the attention of sweet biscuits retailers and consumers.

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