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Sales of soft drinks fall into negative-figure slumps in Ecuador in 2025
Sales of soft drinks are declining in Ecuador in 2025, with retail volume having fallen into a negative-figure slump following a more positive performance last year, and with value sales also falling. This demonstrates how economic conditions are influencing consumer behaviour in soft drinks, with affordability concerns and weaker labour conditions constraining purchasing power, prompting households to cut back on discretionary spending. Most categories are struggling to maintain volume sales, with functional niches showing more resilience.
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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
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
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2025
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2025
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2025
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2025
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2020-2025
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2021-2025
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2022-2025
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2021-2025
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2022-2025
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2020-2025
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2020-2025
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2020-2025
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2025
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2025-2030
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2025-2030
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2025-2030
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2025-2030
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2025-2030
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2025-2030
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2025-2030
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2025-2030
Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2025-2030
Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Bottled Water in Ecuador
KEY DATA FINDINGS
Sales of bottled water struggle to stay afloat due to lower demand
Bottled water faces sales pressure due to economic challenges and weather fluctuations
Carbonated bottled water sees some resilience due to a more premium perception
Bottled water will return to positive volume growth, thanks to aligning with health and wellness trends
Portfolio expansions and flavour innovations will help to support growth in bottled water
Health and sustainability trends: a double-edged sword for bottled water
Tesalia Springs Co dominates carbonated bottled water with Guitig, supporting its leading place
Collective “others” perform well, while Coca-Cola’s Dasani benefits from strong investment
Small local grocers remain key for impulse consumption
Discounters channel sees strongest growth from a low base
Table 33 Off-trade Sales of Bottled Water by Category: Volume 2020-2025
Table 34 Off-trade Sales of Bottled Water by Category: Value 2020-2025
Table 35 Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025
Table 36 Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025
Table 37 NBO Company Shares of Off-trade Bottled Water: % Volume 2021-2025
Table 38 LBN Brand Shares of Off-trade Bottled Water: % Volume 2022-2025
Table 39 NBO Company Shares of Off-trade Bottled Water: % Value 2021-2025
Table 40 LBN Brand Shares of Off-trade Bottled Water: % Value 2022-2025
Table 41 Forecast Off-trade Sales of Bottled Water by Category: Volume 2025-2030
Table 42 Forecast Off-trade Sales of Bottled Water by Category: Value 2025-2030
Table 43 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2025-2030
Table 44 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2025-2030
Carbonates in Ecuador
KEY DATA FINDINGS
A negative performance for carbonates in Ecuador, caused by several reasons
Weather, political uncertainty, and retail challenges impact performance
Reduced sugar options are generally preferred, while regular tonic water benefit from demand for mixers
Flat growth expected due to category maturity and channel shifts
Marketing as a key differentiator in a saturated carbonates market
Health and wellness as a structural challenge for carbonates
Coca-Cola maintains strong lead thanks to well-known brand portfolio and distribution reach of Arca Continental
Tesalia Spring benefits from Pepsi’s more affordable price compared to Coca-Cola
Small local grocers remains the most relevant channel, thanks to capacity for chilled goods inspiring impulse purchases
Discounters channel sees strongest growth from a low base
Table 45 Off-trade vs On-trade Sales of Carbonates: Volume 2020-2025
Table 46 Off-trade vs On-trade Sales of Carbonates: Value 2020-2025
Table 47 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2020-2025
Table 48 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2020-2025
Table 49 Off-trade Sales of Carbonates by Category: Volume 2020-2025
Table 50 Off-trade Sales of Carbonates by Category: Value 2020-2025
Table 51 Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025
Table 52 Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025
Table 53 Sales of Carbonates by Total Fountain On-trade: Volume 2020-2025
Table 54 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2020-2025
Table 55 NBO Company Shares of Off-trade Carbonates: % Volume 2021-2025
Table 56 LBN Brand Shares of Off-trade Carbonates: % Volume 2022-2025
Table 57 NBO Company Shares of Off-trade Carbonates: % Value 2021-2025
Table 58 LBN Brand Shares of Off-trade Carbonates: % Value 2022-2025
Table 59 Forecast Off-trade Sales of Carbonates by Category: Volume 2025-2030
Table 60 Forecast Off-trade Sales of Carbonates by Category: Value 2025-2030
Table 61 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2025-2030
Table 62 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2025-2030
Table 63 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2025-2030
Table 64 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2025-2030
Concentrates in Ecuador
KEY DATA FINDINGS
Stable yet flat growth for concentrates, reflecting low baseline demand
Low volume growth supported by somewhat flat baseline demand
Iced tea concentrates continue to increase in popularity
Ongoing flat growth driven by advertising and affordability
Flavour innovation will remain key in new product developments
Health and wellness trends pose both challenges and opportunities in concentrates
Quala maintains its strong lead as the main player in concentrates
Sumesa returns to strength after a period of financial and administrative challenges
Small local grocers remains the key distribution channel for concentrates
Discounters channel sees strongest growth from a low base
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 65 Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025
Table 66 Off-trade Sales of Concentrates by Category: Value 2020-2025
Table 67 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025
Table 68 Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025
Table 69 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2021-2025
Table 70 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2022-2025
Table 71 NBO Company Shares of Off-trade Concentrates: % Value 2021-2025
Table 72 LBN Brand Shares of Off-trade Concentrates: % Value 2022-2025
Table 73 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2021-2025
Table 74 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2022-2025
Table 75 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2021-2025
Table 76 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2022-2025
Table 77 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2025-2030
Table 78 Forecast Off-trade Sales of Concentrates by Category: Value 2025-2030
Table 79 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2025-2030
Table 80 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2025-2030
Juice in Ecuador
KEY DATA FINDINGS
Juice faces challenges from high sugar content and high prices
Juice drinks see small positive volume growth thanks to affordability compared to other juice options
Coconut and other plant waters benefit from aligning with health and wellness trends
Moderate growth ahead for juice, with maturity in core categories and opportunities for rising preferences
Functional positioning to drive growth in coconut water and 100% juice
Health and wellness trends weigh on nectars as sugar becomes a red flag
Ajecuador SA leads juice with an affordable portfolio and wide distribution
Combined “others” see the strongest growth, thanks to rising popularity of private label
Small local grocers drive juice sales while modern channels offer premium options
Discounters channel sees strongest growth from a low base
Table 81 Off-trade Sales of Juice by Category: Volume 2020-2025
Table 82 Off-trade Sales of Juice by Category: Value 2020-2025
Table 83 Off-trade Sales of Juice by Category: % Volume Growth 2020-2025
Table 84 Off-trade Sales of Juice by Category: % Value Growth 2020-2025
Table 85 NBO Company Shares of Off-trade Juice: % Volume 2021-2025
Table 86 LBN Brand Shares of Off-trade Juice: % Volume 2022-2025
Table 87 NBO Company Shares of Off-trade Juice: % Value 2021-2025
Table 88 LBN Brand Shares of Off-trade Juice: % Value 2022-2025
Table 89 Forecast Off-trade Sales of Juice by Category: Volume 2025-2030
Table 90 Forecast Off-trade Sales of Juice by Category: Value 2025-2030
Table 91 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2025-2030
Table 92 Forecast Off-trade Sales of Juice by Category: % Value Growth 2025-2030
RTD Tea in Ecuador
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
Table 93 Off-trade Sales of RTD Tea by Category: Volume 2020-2025
Table 94 Off-trade Sales of RTD Tea by Category: Value 2020-2025
Table 95 Off-trade Sales of RTD Tea by Category: % Volume Growth 2020-2025
Table 96 Off-trade Sales of RTD Tea by Category: % Value Growth 2020-2025
Table 97 NBO Company Shares of Off-trade RTD Tea: % Volume 2021-2025
Table 98 LBN Brand Shares of Off-trade RTD Tea: % Volume 2022-2025
Table 99 NBO Company Shares of Off-trade RTD Tea: % Value 2021-2025
Table 100 LBN Brand Shares of Off-trade RTD Tea: % Value 2022-2025
Table 101 Forecast Off-trade Sales of RTD Tea by Category: Volume 2025-2030
Table 102 Forecast Off-trade Sales of RTD Tea by Category: Value 2025-2030
Table 103 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2025-2030
Table 104 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2025-2030
Energy Drinks in Ecuador
KEY DATA FINDINGS
Healthy volume growth is stronger than value growth in energy drinks
Functional appeal drives growth of energy drinks, amid competitive pressures
Reduced sugar energy drinks see slightly stronger growth, albeit sugar is not a key concern in energy drinks
Ongoing growth driven by affordable options, while premium offerings will remain niche
Innovation, storytelling, and media investment will support growth
Functionality remains the key driver for energy drinks sales
Tesalia Spring Co maintains lead thanks to popularity and wide distribution of its V220 brand
Coca-Cola’s Fury supports robust growth for the player
Small local grocers remains the key distribution channel
Discounters channel sees strongest growth from a low base
Table 105 Off-trade Sales of Energy Drinks: Volume 2020-2025
Table 106 Off-trade Sales of Energy Drinks: Value 2020-2025
Table 107 Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025
Table 108 Off-trade Sales of Energy Drinks: % Value Growth 2020-2025
Table 109 NBO Company Shares of Off-trade Energy Drinks: % Volume 2021-2025
Table 110 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2022-2025
Table 111 NBO Company Shares of Off-trade Energy Drinks: % Value 2021-2025
Table 112 LBN Brand Shares of Off-trade Energy Drinks: % Value 2022-2025
Table 113 Forecast Off-trade Sales of Energy Drinks: Volume 2025-2030
Table 114 Forecast Off-trade Sales of Energy Drinks: Value 2025-2030
Table 115 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2025-2030
Table 116 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2025-2030
Sports Drinks in Ecuador
KEY DATA FINDINGS
Sports drinks suffer from lower consumer spending power and lack of demand due to poor weather conditions
Divergent trends seen in sports drinks, with oral rehydration solutions attracting attention
Regular sports drinks dominate over reduced sugar options, with brand awareness key to sales
Growth and opportunities remain for sports drinks, despite affordability pressures
Expanding beyond modern trade will be a key strategy to growth
Health and wellness trends drive hydration but challenge sugar-rich sports drinks
Ajecuador SA Leads Sports Drinks with a variety of presentations
Genommalab benefits from the ORS positioning of Suerox
Small local grocers remain the leading distribution channel for sports drinks
Discounters channel sees strongest growth from a low base
Table 117 Off-trade Sales of Sports Drinks: Volume 2020-2025
Table 118 Off-trade Sales of Sports Drinks: Value 2020-2025
Table 119 Off-trade Sales of Sports Drinks: % Volume Growth 2020-2025
Table 120 Off-trade Sales of Sports Drinks: % Value Growth 2020-2025
Table 121 NBO Company Shares of Off-trade Sports Drinks: % Volume 2021-2025
Table 122 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2022-2025
Table 123 NBO Company Shares of Off-trade Sports Drinks: % Value 2021-2025
Table 124 LBN Brand Shares of Off-trade Sports Drinks: % Value 2022-2025
Table 125 Forecast Off-trade Sales of Sports Drinks: Volume 2025-2030
Table 126 Forecast Off-trade Sales of Sports Drinks: Value 2025-2030
Table 127 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2025-2030
Table 128 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Soft Drinks
-
-
- 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
-
-
- Regular Carbonates
- Reduced Sugar Carbonates
-
- Regular Cola Carbonates
- Reduced Sugar Cola Carbonates
-
- Regular Non-Cola Carbonates
- Reduced Sugar Non-Cola Carbonates
-
- Regular Lemonade/Lime
- Reduced Sugar Lemonade/Lime
-
- Regular Tonic Water/Mixers/Other Bitters
- Reduced Sugar Tonic Water/Mixers/Other Bitters
-
- Regular Orange Carbonates
- Reduced Sugar Orange Carbonates
-
- Regular Other Non-Cola Carbonates
- Reduced Sugar Other Non-Cola Carbonates
-
- Liquid Concentrates
- Powder Concentrates
-
-
- Not from Concentrate 100% Juice
- Reconstituted 100% Juice
- Coconut and Other Plant Waters
- Juice Drinks (up to 24% Juice)
- Nectars
-
- RTD Coffee
-
- Carbonated RTD Tea and Kombucha
-
- Regular Still RTD Tea
- Reduced Sugar Still RTD Tea
-
- Regular Energy Drinks
- Reduced Sugar Energy Drinks
-
- 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.
See all of our definitions
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