COMPETITIVE LANDSCAPE
Fuze Tea drives overall category growth through strong distribution and wellness positioning
Coca-Cola de Ecuador SA is the dominant player in RTD tea with its Fuze Tea brand, with the remaining small share held by unnamed “others”, being small brands and private label. Therefore, the success of RTD tea is strongly attributed to sales of Fuze Tea.
Small players and private label slowly carve out space
While RTD tea in Ecuador remains overwhelmingly dominated by Fuze Tea, private label and small niche players have been slowly carving out space. Although these alternatives are still tracked under “others” due to their small scale, their growth signals the widening appeal of the category.
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Overview:
Understand the latest market trends and future growth opportunities for the RTD Tea industry in Ecuador with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the RTD Tea industry in Ecuador, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The RTD Tea in Ecuador report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of RTD Tea in Ecuador?
- To what extent are health considerations impacting consumption of RTD Tea in Ecuador?
- How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of RTD Tea in Ecuador?
- Which are the leading brands in RTD Tea in Ecuador?
- What potential exists for multinational or domestic soft drinks companies to expand in Ecuador?
- How are products distributed in RTD Tea in Ecuador?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How have home seclusion and social distancing measures following COVID-19 impacted sales of RTD Tea?
- How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
- Where is future growth expected to be most dynamic?
RTD Tea in Ecuador - Category analysis
KEY DATA FINDINGS
Healthy growth for RTD tea, thanks to rising popularity of these products
RTD tea continues to expand as a refreshing and accessible alternative beverage
Still RTD tea is the main product in the category, although opportunities remain for kombucha
RTD tea shows low maturity and ongoing growth potential
Lack of innovation suppresses stronger growth in RTD tea
Health and lifestyle positioning strategies will support sales
Fuze Tea drives overall category growth through strong distribution and wellness positioning
Small players and private label slowly carve out space
Small local grocers remains the main distribution channel for RTD tea
Forecourt retailers see strongest growth, thanks to ongoing upgrades
Soft Drinks in Ecuador - Industry Overview
Sales of soft drinks fall into negative-figure slumps in Ecuador in 2025
KEY DATA FINDINGS
Price sensitivity becomes notably decisive in consumer behaviour
Functional needs drive selective growth in niche areas
Retail channels appeal to different consumer needs
Sales will stabilise and see moderate growth over the forecast period
Major players will leverage product innovation and marketing strategies
Channel dynamics will remain a critical driver of growth
Coca-Cola maintains strong leading place thanks to powerhouse brands and regional support of Arca Continental
Genommalab taps into demand for hydration, recovery, and functional beverages with Suerox
Small local grocers maintain relevance, despite growing share of other retail channels
Discounters sees robust channel growth, thanks to expansion of Las Tiendas Tuti
Foodservice vs retail split
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
RTD Tea
- Carbonated RTD Tea and Kombucha
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- Regular Still RTD Tea
- Reduced Sugar Still RTD Tea
RTD Tea
This category includes all packaged products based on brewed tea or tea extract. May be sweetened or unsweetened, carbonated or still, with a wide variety of different flavourings. May contain juice.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our RTD Tea research and analysis database.
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