Tea in Ecuador

PROSPECTS

Tea is a versatile offering, which benefits from the growth of tea shops in the country

Tea is a very versatile offering in Ecuador. It is used for an energy boost due to its caffeine content, consumed as a treat, as well as a drink centrally used at social gatherings, family get-togethers and meetings.

Fruit/herbal tea profit from having functional benefits, including weight loss, aiding digestion, and boosting general wellbeing

Fruit/herbal tea received the highest amount of value sales in tea, benefiting from both standard and premium offerings – with premium offerings focusing on innovation. Fruit/herbal teas include mixed blends, functional products (such as weight loss and digestion aid), as well as premium organic options.

The increase in tea shops and innovative products supports the growth of the landscape

Retail coffee and tea shops have increased across the country in 2019, offering various types of teas to consumers. This increase in knowledge, awareness and the benefits of different teas, allows tea to grow further across the forecast period.

COMPETITIVE LANDSCAPE

Herbalife del Ecuador SA leads tea, with its range of slimming teas that align to the health and wellness trend

Herbalife del Ecuador SA leads tea, benefiting from its functional teas that appeal to consumers interested in the health and wellness trend. As the global health and wellness trend sweeps Ecuador, consumers are becoming increasingly interested in food and drink products that can benefit them nutritionally, or desirably impact their health.

Local players have gained strong value sales while increasing their premium offerings

Local tea players are increasing premiumisation within tea. Responding to consumers increasing demands, local players offer a variety of options, including mixed flavours, functional products and organic premium options.

Foodservice products cross-over to retail channels, gaining further awareness and sales

Tea shops increased across the review period, becoming more popular in Ecuador. In 2019, tea shops have started migrating its products to retail, offering its products through modern channels.

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