In 2024, couples with children were the leading household type in Ecuador, reflecting traditional family values. There has been a trend towards smaller family sizes, due to urbanisation and improved access to education and healthcare. Over 2024-2029, the number of households is forecast to grow by 5.8%, with single person households expanding the fastest. Additionally, the urbanisation rate is predicted to rise to 66.7%, highlighting the need for better urban planning and infrastructure.

Sports nutrition has shown solid growth during the review period in Ecuador, supported by a cultural shift toward healthier lifestyles and increased physical activity across various demographic segments. Although traditionally associated with professional athletes or gym enthusiasts, sports nutrition products are now becoming more mainstream, as everyday consumers begin to prioritise fitness, energy, and muscle preservation as part of their wellness routines. The category’s expansion has been fu

The analgesics category is well-established and considered mature in Ecuador, with systemic analgesics such as acetaminophen and ibuprofen continuing to lead in consumer preference due to their efficacy, affordability, and wide availability. In contrast, within topical analgesics, products containing diclofenac are preferred by consumers. These formulations are associated with greater brand trust, stronger consumer loyalty, and elevated market activity, particularly as localised relief and perce

The operating environment in Ecuador was particularly challenging during the review period. In 2024, the country faced significant disruptions, including widespread power outages and a severe security crisis. These factors had a direct and adverse impact on the country’s economy, which contracted by 2%. While 2025 has been relatively more stable, the projected growth of around 1.6% by year-end will not be enough to offset the previous year’s decline. Adding to these short-term challenges is a st

Digestive remedies have exceptionally high penetration and per capita consumption in Ecuador, driven by a unique convergence of dietary customs, socioeconomic behaviours, and public health challenges. At the core is Ecuadorian cuisine, which, while rich and diverse, often leans heavily on fried foods, carbohydrate-dense meals, and spicy seasonings. Frequent indulgence in street food and informal dining settings, where hygiene practices can be inconsistent, adds another layer of vulnerability to

Throughout the review period, Ecuador experienced frequent outbreaks of influenza, COVID-19, and parainfluenza, triggering heightened demand for cough, cold, and allergy remedies. These episodes have intensified consumer concern around symptom management, leading to spikes in over-the-counter purchases. A growing tendency toward self-medication has been observed, with many individuals opting to treat symptoms on their own rather than visiting a physician. This behaviour is strongly influenced by

Wound care continues to show steady growth in Ecuador in 2025, supported by a combination of rising health awareness and a more active population. As more consumers engage in physical activities, such as running, cycling, and gym workouts, the need for basic wound care products has increased. Minor injuries, cuts, scrapes, and muscle strain incidents are becoming more common, especially among young adults and fitness-oriented individuals.

Sales of herbal/traditional products remain flat in Ecuador in 2025. Once seen as a safe, natural alternative for managing minor ailments, the category is now facing mounting challenges due to shifting consumer needs, changing health priorities, and easy access to prescription (Rx) medications without proper regulation. One of the most impacted categories is herbal/traditional cough, cold and allergy (hay fever) remedies, which previously benefited from strong demand, as many products were posit

Dermatologicals is registering solid growth in 2025, driven by rising consumer demand for hair loss treatments. This trend reflects a broader pursuit of beauty and self-care, particularly as individuals seek ways to regain control and confidence amid ongoing national and global stressors, such as economic uncertainty, social instability, and environmental concerns. Hair loss, often linked to stress, poor nutrition, and hormonal imbalances, has become a more openly addressed issue, leading to inc

Dietary supplements in Ecuador have demonstrated stable yet modest growth throughout the review period, reflecting a market that is maturing but still constrained by economic realities. While 2025 has seen a slight improvement compared to 2024, a year marked by unprecedented challenges such as widespread power outages, a contraction in GDP, and heightened insecurity, the overall economic environment continues to limit the potential for more robust expansion.

Despite Ecuador’s persistent economic constraints, characterised by underemployment, weak GDP growth, and rising public insecurity, weight management and wellbeing continues to show steady growth in 2025. This trend reflects a broader shift in consumer mindset: even under financial pressure, health, self-image, and quality of life remain top priorities.

Paediatric consumer health in Ecuador is seeing further growth in 2025, despite a shrinking target audience due to declining birth rates, supported by paediatric vitamins and dietary supplements. While adult categories have struggled, paediatric supplements have proven more resilient as parents are generally willing to spend more on their children’s health, even during times of economic uncertainty.

Vitamins is experiencing a decline in Ecuador in 2025, with the most notable decrease occurring in vitamin C products. This downturn is primarily attributed to widespread budget constraints among consumers, which limit their ability to purchase daily supplements consistently. Economic pressures, including reduced disposable income, have forced many households to prioritise essential expenses over preventive health products such as vitamins. As a result, vitamin C, traditionally a staple for immu

In 2024, Ecuador ranked 13th in Latin America for average gross income, with a significant slowdown in per capita disposable income growth to 0.2% from 3.7% in 2023, largely due to increased VAT and new taxes. Moreover, the country's productivity remained below the regional average, highlighting ongoing economic inefficiencies. Despite these challenges, social progress is forecast to continue, with the middle class expanding at the fastest rate, though the lowest income bracket will still be pre

In 2024, Ecuador’s real GDP contracted by 2%, marking the second-lowest growth in Latin America, primarily due to reduced private and public spending. Inflation fell to 1.5%, driven by tighter monetary policy and lower commodity prices. The government maintained a 1.3% budget deficit through spending cuts and ministry mergers. While public debt remained stable, the deficit is expected to widen amid ongoing economic and social challenges.

Drinking milk products in Ecuador are set to register a flat performance in both volume and current value terms in 2025, largely due to the country’s ongoing economic challenges. With budgets under strain, many consumers are adopting more cautious shopping behaviours - reducing consumption of products perceived as non-essential. Although shelf stable milk remains a dietary staple, per capita consumption is decreasing, alongside a growing preference for more affordable formats.

The market for other dairy in Ecuador is expected to see modest growth in current value terms in 2025. Despite a relatively low rate of inflation, household budgets in remain under strain due to lingering underemployment and the legacy of inflation spikes in the previous year. With reduced spending power, many consumers are prioritising essential dairy staples and cutting back on discretionary purchases. In particular, coffee whiteners are increasingly viewed as an avoidable expense, with many c

Sales of baby food in Ecuador are set to continue declining in both volume and current value terms in 2025. One of the main reasons for this trend is the country’s declining birth rate, which is directly reducing the size of the target market for these products. Additionally, economic pressures have led many families to reduce their expenditure on packaged baby food, opting instead for homemade alternatives that are perceived as more natural and affordable. Another contributing factor are target

Volume sales of cheese in Ecuador are set to remain largely stagnant in 2025, primarily due to weakened consumer purchasing power, following the economic challenges of the previous year. Although macroeconomic indicators are showing tentative signs of recovery - including a more stable power supply and resumed activity across key sectors - many Ecuadorian households are prioritising essential staples, while more discretionary offerings like cheese are seeing muted demand. This is particularly ev

Following a downturn in 2024, retail volume sales of yoghurt and sour milk products in Ecuador are showing early signs of recovery in 2025, supported by a gradually stabilising economic environment. The previous year’s decline was largely driven by external disruptions - most notably school closures and irregular schedules caused by rising insecurity and prolonged blackouts. These disruptions significantly altered daily routines and reduced demand for convenient, on-the-go dairy formats. With da

Butter and spreads is set to continue to decline in Ecuador in both volume and current value terms in 2025. The market is dominated by margarine, sales of which have been impacted by growing consumer efforts to control fat intake, as health consciousness continues to influence purchasing decisions. Additionally, the category has a high level of maturity, limiting its potential for rapid expansion. Nevertheless, margarine continues to be more of a household staple than butter, largely due to its

The dairy products and alternatives market in Ecuador is expected to show signs of stabilisation in both volume and current value terms in 2025, following the significant disruptions experienced in the previous year. One of the most notable challenges came in the form of widespread power outages that severely interrupted the cold chain - a critical component of the dairy supply system. As a result, producers faced significant operational bottlenecks and product losses. This prevented smaller ret

Having experienced dynamic growth during the early years of the review period, the expansion of plant-based dairy in Ecuador is expected to moderate in 2025. One of the key factors contributing to this slowdown is a decline in average unit prices, driven by a growing number of brands entering the space. An increasing number of local and international players are launching plant-based alternatives - such as almond, oat, and coconut milk – which are primarily sold through supermarket chains. While

State finances are improving, but crime rates are high and policy inertia is likely. The economy will exit recession in 2025 and dollarization helps to limit inflation, but the state continues to fail to attract meaningful foreign investment. Although the population is growing, low incomes and rising crime are leading to an exodus, whilst large rural dwellers also stunt social mobility. Internet use is below peers, but a new strategy is expected to boost the digital space and 5G is being deploye