Select Country Report
Soft drinks in 2024: The big picture
Ecuador's socio-economic challenges during the review period have profoundly shaped consumption patterns, with the soft drinks sector heavily impacted by a turbulent start to 2024. The year began with heightened insecurity, prompting the government under Daniel Noboa to declare a state of armed conflict and impose nighttime curfews to restore order.
2024 key trends
In January 2023, then-President Guillermo Lasso enacted Decree 645, reducing the excise tax (ICE) on non-alcoholic beverages from USD0.19 to USD0.
Competitive landscape
In the competitive landscape, Peru’s Grupo Gloria has significantly bolstered its position in Ecuador through the acquisition of Nestlé’s Ecuajugos S.A.
Retailing developments
The pervasive sense of insecurity in Ecuador has profoundly influenced consumer behaviour and retail dynamics, with many independent grocery stores reducing their operating hours to mitigate theft risks. This precautionary measure has curtailed nighttime foot traffic, significantly impacting sales in the traditional retail channel.
Foodservice vs retail split
The foodservice sector in Ecuador has faced unparalleled challenges in 2024, exacerbated by curfews imposed during the first quarter to address rising security concerns. These measures drastically reduced operating hours for restaurants, bars, and cafes, significantly curtailing evening trade, which traditionally represents peak dining periods.
What next for soft drinks?
Looking ahead, soft drinks in Ecuador is expected to contend with ongoing economic challenges stemming from limited public investment, the government’s fiscal constraints, and the closure of the ITT oil well following the 2023 referendum. Economic growth is projected to remain sluggish, and affordability is likely to emerge as a key determinant of consumer choices.
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Overview:
Understand the latest market trends and future growth opportunities for the Soft Drinks 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Bottled Water
- Carbonates
- Concentrates
- Juice
- RTD Coffee
- RTD Tea
- Energy Drinks
- Sports Drinks
- Asian Speciality Drinks
If you're in the Soft Drinks 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 Soft Drinks 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 Soft Drinks in Ecuador?
- To what extent are health considerations impacting consumption of Soft Drinks 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 Soft Drinks in Ecuador?
- Which are the leading brands in Soft Drinks in Ecuador?
- What potential exists for multinational or domestic soft drinks companies to expand in Ecuador?
- How are products distributed in Soft Drinks 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 Soft Drinks?
- 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?
Soft Drinks in Ecuador
Soft drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2019-2024
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2019-2024
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2019-2024
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2019-2024
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2024
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2024
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2024
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2024
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2019-2024
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2019-2024
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2019-2024
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2019-2024
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2019-2024
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2019-2024
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2020-2024
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2021-2024
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2020-2024
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2021-2024
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2019-2024
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2019-2024
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2019-2024
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2024
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2024-2029
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2024-2029
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2024-2029
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2024-2029
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2024-2029
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2024-2029
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2024-2029
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2024-2029
Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2024-2029
Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2024-2029
DISCLAIMER
Summary 1 Research Sources
Bottled Water in Ecuador
KEY DATA FINDINGS
Extreme heat drives bottled water consumption
Minimal price difference between sports drinks and bottled water dampens demand
Güitig enjoys strong loyalty from Ecuadorian consumers, limiting new entrants
Flavoured water thrives through innovation
Eco-conscious consumers drive sustainable packaging innovations
Rising interest in fitness boosts bottled water demand
Table 33 Off-trade Sales of Bottled Water by Category: Volume 2019-2024
Table 34 Off-trade Sales of Bottled Water by Category: Value 2019-2024
Table 35 Off-trade Sales of Bottled Water by Category: % Volume Growth 2019-2024
Table 36 Off-trade Sales of Bottled Water by Category: % Value Growth 2019-2024
Table 37 NBO Company Shares of Off-trade Bottled Water: % Volume 2020-2024
Table 38 LBN Brand Shares of Off-trade Bottled Water: % Volume 2021-2024
Table 39 NBO Company Shares of Off-trade Bottled Water: % Value 2020-2024
Table 40 LBN Brand Shares of Off-trade Bottled Water: % Value 2021-2024
Table 41 Forecast Off-trade Sales of Bottled Water by Category: Volume 2024-2029
Table 42 Forecast Off-trade Sales of Bottled Water by Category: Value 2024-2029
Table 43 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2024-2029
Table 44 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2024-2029
Carbonates in Ecuador
KEY DATA FINDINGS
Stable pricing strategies amidst VAT adjustment
Consumer preference for reduced sugar cola carbonates
Growth in non-cola carbonates through reformulation success
Innovative branding to challenge traditional cola
Returnable packaging as a cost and sustainability strategy
Broadening the appeal of tonic water beyond gin mixers
Table 45 Off-trade vs On-trade Sales of Carbonates: Volume 2019-2024
Table 46 Off-trade vs On-trade Sales of Carbonates: Value 2019-2024
Table 47 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2019-2024
Table 48 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2019-2024
Table 49 Off-trade Sales of Carbonates by Category: Volume 2019-2024
Table 50 Off-trade Sales of Carbonates by Category: Value 2019-2024
Table 51 Off-trade Sales of Carbonates by Category: % Volume Growth 2019-2024
Table 52 Off-trade Sales of Carbonates by Category: % Value Growth 2019-2024
Table 53 Sales of Carbonates by Total Fountain On-trade: Volume 2019-2024
Table 54 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2019-2024
Table 55 NBO Company Shares of Off-trade Carbonates: % Volume 2020-2024
Table 56 LBN Brand Shares of Off-trade Carbonates: % Volume 2021-2024
Table 57 NBO Company Shares of Off-trade Carbonates: % Value 2020-2024
Table 58 LBN Brand Shares of Off-trade Carbonates: % Value 2021-2024
Table 59 Forecast Off-trade Sales of Carbonates by Category: Volume 2024-2029
Table 60 Forecast Off-trade Sales of Carbonates by Category: Value 2024-2029
Table 61 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2024-2029
Table 62 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2024-2029
Table 63 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2024-2029
Table 64 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2024-2029
Concentrates in Ecuador
KEY DATA FINDINGS
Fruit flavours lose ground in powdered concentrates
Mondelez and Sumesa show limited investment in the category
Quala continues to lead concentrates
Television advertising remains central to marketing strategies
Limited availability of liquid concentrates hinders expansion
Functional ingredients offer opportunities for innovation
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 65 Off-trade Sales of Concentrates (RTD) by Category: Volume 2019-2024
Table 66 Off-trade Sales of Concentrates by Category: Value 2019-2024
Table 67 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2019-2024
Table 68 Off-trade Sales of Concentrates by Category: % Value Growth 2019-2024
Table 69 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2020-2024
Table 70 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2021-2024
Table 71 NBO Company Shares of Off-trade Concentrates: % Value 2020-2024
Table 72 LBN Brand Shares of Off-trade Concentrates: % Value 2021-2024
Table 73 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2020-2024
Table 74 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2021-2024
Table 75 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2020-2024
Table 76 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2021-2024
Table 77 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2024-2029
Table 78 Forecast Off-trade Sales of Concentrates by Category: Value 2024-2029
Table 79 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2024-2029
Table 80 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2024-2029
Juice in Ecuador
KEY DATA FINDINGS
Price stability amid economic challenges
Hard discounters continue to democratise not from concentrate 100% juice
Gloria Foods’ acquisition of Ecuajugos S.A.
Rising concern about sugar intake
Not from concentrate 100% juice: Greater variety, concentrated competition
Innovation as a catalyst for growth
Table 81 Off-trade Sales of Juice by Category: Volume 2019-2024
Table 82 Off-trade Sales of Juice by Category: Value 2019-2024
Table 83 Off-trade Sales of Juice by Category: % Volume Growth 2019-2024
Table 84 Off-trade Sales of Juice by Category: % Value Growth 2019-2024
Table 85 NBO Company Shares of Off-trade Juice: % Volume 2020-2024
Table 86 LBN Brand Shares of Off-trade Juice: % Volume 2021-2024
Table 87 NBO Company Shares of Off-trade Juice: % Value 2020-2024
Table 88 LBN Brand Shares of Off-trade Juice: % Value 2021-2024
Table 89 Forecast Off-trade Sales of Juice by Category: Volume 2024-2029
Table 90 Forecast Off-trade Sales of Juice by Category: Value 2024-2029
Table 91 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2024-2029
Table 92 Forecast Off-trade Sales of Juice by Category: % Value Growth 2024-2029
RTD Tea in Ecuador
KEY DATA FINDINGS
Smaller players seek modern channels for growth
Fuze Tea: The uncontested leader of RTD tea
Strategic partnerships with restaurants boost RTD tea visibility
Minimal publicity investments hamper growth prospects
Innovation as a catalyst for expansion
Growing awareness of gut health boosts kombucha potential
Table 93 Off-trade Sales of RTD Tea by Category: Volume 2019-2024
Table 94 Off-trade Sales of RTD Tea by Category: Value 2019-2024
Table 95 Off-trade Sales of RTD Tea by Category: % Volume Growth 2019-2024
Table 96 Off-trade Sales of RTD Tea by Category: % Value Growth 2019-2024
Table 97 NBO Company Shares of Off-trade RTD Tea: % Volume 2020-2024
Table 98 LBN Brand Shares of Off-trade RTD Tea: % Volume 2021-2024
Table 99 NBO Company Shares of Off-trade RTD Tea: % Value 2020-2024
Table 100 LBN Brand Shares of Off-trade RTD Tea: % Value 2021-2024
Table 101 Forecast Off-trade Sales of RTD Tea by Category: Volume 2024-2029
Table 102 Forecast Off-trade Sales of RTD Tea by Category: Value 2024-2029
Table 103 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2024-2029
Table 104 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2024-2029
Energy Drinks in Ecuador
KEY DATA FINDINGS
More stable prices as players shift to product differentiation
Socioeconomic challenges impact on-trade performance
PET plastic bottles dominate the product area, while canned products remain niche
Premium brands focus on sponsorships to build visibility
Hard discounters as a growing distribution channel
Sugar-free energy drinks poised for expansion
Table 105 Off-trade Sales of Energy Drinks: Volume 2019-2024
Table 106 Off-trade Sales of Energy Drinks: Value 2019-2024
Table 107 Off-trade Sales of Energy Drinks: % Volume Growth 2019-2024
Table 108 Off-trade Sales of Energy Drinks: % Value Growth 2019-2024
Table 109 NBO Company Shares of Off-trade Energy Drinks: % Volume 2020-2024
Table 110 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2021-2024
Table 111 NBO Company Shares of Off-trade Energy Drinks: % Value 2020-2024
Table 112 LBN Brand Shares of Off-trade Energy Drinks: % Value 2021-2024
Table 113 Forecast Off-trade Sales of Energy Drinks: Volume 2024-2029
Table 114 Forecast Off-trade Sales of Energy Drinks: Value 2024-2029
Table 115 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2024-2029
Table 116 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2024-2029
Sports Drinks in Ecuador
KEY DATA FINDINGS
Minimal price difference between sports drinks and bottled water boosts sales
Economic challenges and blackouts impact sports drinks sales
Strong brand activity fuels visibility and engagement
Brands offering higher electrolyte content to gain traction in modern channels
Ecuadorian athletes drive brand opportunities
Increasing focus on fitness to drive sports drinks consumption
Table 117 Off-trade Sales of Sports Drinks: Volume 2019-2024
Table 118 Off-trade Sales of Sports Drinks: Value 2019-2024
Table 119 Off-trade Sales of Sports Drinks: % Volume Growth 2019-2024
Table 120 Off-trade Sales of Sports Drinks: % Value Growth 2019-2024
Table 121 NBO Company Shares of Off-trade Sports Drinks: % Volume 2020-2024
Table 122 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2021-2024
Table 123 NBO Company Shares of Off-trade Sports Drinks: % Value 2020-2024
Table 124 LBN Brand Shares of Off-trade Sports Drinks: % Value 2021-2024
Table 125 Forecast Off-trade Sales of Sports Drinks: Volume 2024-2029
Table 126 Forecast Off-trade Sales of Sports Drinks: Value 2024-2029
Table 127 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2024-2029
Table 128 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2024-2029
The following categories and subcategories are included:
Soft Drinks
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-
- Carbonated Natural Mineral Bottled Water
- Carbonated Spring Bottled Water
- Carbonated Purified Bottled Water
-
- Still Flavoured Bottled Water
- Sparkling Flavoured Bottled Water
- Functional Bottled Water
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- Still Natural Mineral Bottled Water
- Still Spring Bottled Water
- Still Purified Bottled Water
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- Regular Carbonates
- Reduced Sugar Carbonates
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- Regular Cola Carbonates
- Reduced Sugar Cola Carbonates
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- Regular Non-Cola Carbonates
- Reduced Sugar Non-Cola Carbonates
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- Regular Lemonade/Lime
- Reduced Sugar Lemonade/Lime
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- Regular Tonic Water/Mixers/Other Bitters
- Reduced Sugar Tonic Water/Mixers/Other Bitters
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- Regular Orange Carbonates
- Reduced Sugar Orange Carbonates
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- Regular Other Non-Cola Carbonates
- Reduced Sugar Other Non-Cola Carbonates
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- Liquid Concentrates
- Powder Concentrates
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- Not from Concentrate 100% Juice
- Reconstituted 100% Juice
- Coconut and Other Plant Waters
- Juice Drinks (up to 24% Juice)
- Nectars
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- RTD Coffee
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- Carbonated RTD Tea and Kombucha
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- Regular Still RTD Tea
- Reduced Sugar Still RTD Tea
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- Regular Energy Drinks
- Reduced Sugar Energy Drinks
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- Regular Sports Drinks
- Reduced Sugar Sports Drinks
- Asian Speciality Drinks
Soft Drinks
This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.
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This report originates from Passport, our Soft Drinks research and analysis database.
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