Home care in Ecuador exhibited a flat performance in 2025, with mixed performances across various categories. Despite economic pressures, consumers continued to prioritise hygiene, functionality, and comfort in their homes, driven by a median disposable income per household of USD11,899 and an urban population of 11.5 million. The market's attractiveness stems from its potential for growth, particularly in categories offering premium or specialised products, with home care forecast to record cur

Bleach in Ecuador experienced a decline in both retail volume and value sales in 2025, attributed to local consumers moving away from using bleach for laundry and cleaning floors as frequently as before. Instead, they are shifting towards specialised fabric care products and targeted cleaning solutions. This shift reflects a broader trend towards convenience and products with specific benefits such as pleasant fragrances or multifunctionality.

In 2025, polishes in Ecuador recorded a flat volume performance, while retail value reached USD20.5 million, representing 4% growth. This was driven mainly by price adjustments across categories rather than by increased demand. There was limited marketing activity, innovation, or consumer engagement from leading players. Furniture polish was the largest category in 2025, reaching USD11.2 million in 2025, with a growth rate of 6%. Local consumers continued to make essential purchases in this cate

In 2025, surface care in Ecuador showed a modest overall performance with current value growth of 2%, reaching a total of USD55.2 million. This performance occurred within a cautious economic environment, reflected in a negative consumer confidence index of -0.6, despite a median household disposable income of USD11,899. A primary factor shaping the category has been the rapid expansion of discounters, notably Tiendas Tuti. A significant increase in the latter's retail footprint has substantiall

In 2025, dishwashing in Ecuador experienced moderate value growth of 4%, reaching a total of USD51 million. This performance occurred within a mature category where overall volume demand continued to decline, primarily due to the saturation of the dominant hand dishwashing, which stands at USD50 million in sales. Despite these constraints, value growth was supported by price adjustments among leading brands and a notable consumer shift from traditional creams to liquid formats, which command a h

Toilet care in Ecuador recorded a value of USD9.2 million in 2025, representing a 3% growth from the previous year. Toilet liquids/foam was the largest volume category in 2025, accounting for 405 million units in 2025, representing 3% growth from the previous year. This format’s popularity is due to consistent demand for effective and convenient cleaning solutions, along with being an affordable option for many local consumers.

In 2025, laundry care in Ecuador experienced a contraction, primarily driven by a 4% value decline in laundry detergents, which fell to USD272 million. This downturn in the largest category outweighed modest gains in other laundry care products, resulting in an overall negative performance. The domestic landscape remains heavily influenced by significant spending constraints, with a median household disposable income of USD11,899. While retail volume for detergents faced pressure, sales of fabri

Air care in Ecuador experienced a rebound in 2025, achieving 4% value growth to reach a retail value of USD17 million. This recovery was underpinned by stabilising economic conditions and intensified retail activity, particularly from the second quarter onwards. Spray/aerosol air fresheners emerged as the primary growth driver, benefiting from affordability and the rapid expansion of private label options. These lower-priced alternatives, frequently retailing at up to 50% less than established b

Home insecticides in Ecuador experienced notable expansion in 2025, recording growth rates of 14% in retail volume and 12% in value terms. This positive performance was primarily driven by climatic conditions that facilitated mosquito proliferation, contrasting sharply with the severe drought experienced in the previous year due to the El Niño phenomenon. Above-average rainfall, followed by a late and brief summer, created humid environments ideal for mosquito breeding, particularly in coastal a

Sales of bottled water are struggling to stay afloat in Ecuador in 2025, with volume sales falling into a negative slump, and with value better supported by high prices, although also seeing a lower rate of growth compared to the previous year. This performance is mainly influenced by poor weather conditions during summer, thus reducing demand for consumption.

Sales of concentrates maintain small, stable, positive volume growth, reflecting baseline consumer demand. That said, sales remain relatively flat, with low dynamism in the category.

Sales of RTD tea are seeing healthy growth in Ecuador in 2025, in both volume and value terms, and with improved volume sales compared to the previous year. Value growth is also slightly higher, although not notably so. This indicates that consumers are enjoying RTD tea, despite some high prices in the category.

Sales of carbonates have fallen into a negative slump in Ecuador in 2025, in both off-trade volume and value terms. There are several reasons for this, from economic factors affecting consumers’ spending power, to poor weather during 2025 affecting demand. The rise of discounters also plays a role as, while such outlets offer products at cheaper prices, they typically lack chilled display areas, thus restricting impulse purchase opportunities.

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, w

Sales of juice have fallen into a negative volume slump in Ecuador in 2025, with value slightly better supported by high prices. Juice is being challenged by many products in the category having a high sugar content, alongside high prices in a price-sensitive landscape.

Sales of energy drinks are seeing healthy volume growth in Ecuador in 2025, at a slightly stronger growth rate than seen in value sales. This is significant as it indicates demand outweighs cost, meaning baseline demand for energy drinks is strong in the country.

Sales of sports drinks have fallen into a negative figure slump in Ecuador in 2025, in both volume and value terms. This is mainly attributed to economic challenges in the country leading to lower consumer spending power, alongside poor summer weather conditions affecting overall demand.

Sales of tea rebound back into low positive growth in both value and volume terms in Ecuador in 2025, supported by the fact that tea is not facing the same inflationary pressures as coffee and cocoa.

Retail value sales of coffee are seeing healthy growth in Ecuador in 2025, while volume remains in a small negative slump. This indicates value growth is driven by high prices, especially seen in coffee (and cocoa), caused by global commodity fluctuations and supply chain constraints. However, these price increases have also led to a decline in consumption volume, as price-sensitive consumers reduced purchases or shifted toward smaller, more affordable packs. It is also notable that instant coff

Sales of other hot drinks remain in a negative volume slump in Ecuador in 2025, while value sales are better-supported by high prices. In other hot drinks this is notable due to the prices of cocoa, with chocolate-based flavoured powder drinks being a significant category in other hot drinks. In turn, these price increases have led to a decline in consumption volume, as price-sensitive consumers reduced purchases or shifted toward smaller, more affordable packs.

Value sales of hot drinks in Ecuador have rebounded back into healthy growth in 2025, following a negative slump seen in 2024. However, volume sales remain in a negative performance, thus revealing that value growth is being largely driven by rising prices — particularly in coffee and chocolate-based drinks. Inflationary pressures, global commodity fluctuations, and supply chain constraints have contributed to higher retail prices, which in turn have supported overall category value. However, th

Hot cereals drag down performance, with a significant fall in volume sales, as consumers increasingly opt for more convenient breakfast options. Private label also makes significant gains, largely due to the continuing aggressive expansion of discounter Tiendas Tuti. Over the forecast period, there will be increasing demand for breakfast cereals with a healthier positioning, as consumers look to cut down on sugar intake in particular.

With prices stabilising, baked goods sees both value and volume sales increase. Unpackaged leavened bread continues to be extremely popular, though packaged leavened bread is making gains, with the disruption in electricity supply in 2024 driving growth and this continuing into 2025. The small local bakery is still important, though modern grocery retailers and in particular discounters are making gains, with affordable private label offerings. Over the forecast period, there will be rising dema

Prices fall for both rice and pasta and squeezes profit margins. Distribution is also shifting, as discounters drive growth in packaged rice and away from unpackaged rice sold in bulk through informal channels. Over the forecast period, gluten-free pasta, as well as Italian pasta brands, will gain value share, though from a low base.