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.

Processed fruit and vegetables register healthy value and volume growth in 2025. Shelf stable fruit remains popular, though frozen processed potatoes register the highest value growth. Increasing range, including from discounters supports value sales. Over the forecast period, there will be increasing demand for offerings with a healthier positioning. This presents an opportunity for frozen offerings, that retain their nutrition, without the need for preservatives.

Falling retail prices dampen value sales in 2025, though volume sales remain steady. Stable commodity prices, as well increasing offerings of private label, push down retail prices. The aggressive expansion of the discounter Tiendas Tuti is changing the retail landscape and in particular driving demand for private label. Over the forecast period, branded players will need to continue to innovate to ensure they stand out from private label. There will also be increasing health consciousness. This

Volume sales are down in 2025. After stockpiling behaviour in 2024, due to electricity outages, demand returns to more normal levels. Over the forecast period, chilled and frozen options will see most innovation. Rising demand for convenience-driven formats suitable for busy lifestyles and the increase in single-person households, who prefer ready-to-cook options rather than preparing full meals from scratch, will support growth.

Demand for sauces, dips, and condiments is being supported by the trend towards home cooking and ongoing product innovation. Consumers are seeking convenient, flavour-enhancing solutions that help them prepare quick, affordable meals, fuelling demand for stock cubes, seasonings, and ready-to-use sauces. Ketchup remains a household staple, maintaining strong value growth due to price increases and its versatility in everyday cooking. However, the category faces structural constraints from Ecuador

Ecuador’s edible oils market is stabilising after two years of value decline. While palm oil remains dominant, sunflower oil continues to gain ground, supported by perceptions of being a healthier yet affordable alternative. Health and wellness trends are gradually influencing preferences, though affordability still dictates purchasing decisions, particularly among lower-income households. The rise of private labels and economy brands is intensifying competition, pressuring established players t

Ecuador’s sweet spreads market has shown a mixed performance, reflecting varying dynamics across categories. Chocolate spreads continues to lead in volume terms, appealing to children and young adults as a versatile breakfast and snack option. Honey is gaining traction as consumers increasingly regard it as a natural, healthy alternative to refined sugar, reflecting wider wellness trends. Meanwhile, jams and preserves is struggling to grow, due to its traditional positioning and sugar-heavy prof

The market for cooking ingredients and meals in Ecuador is being shaped by affordability pressures and changing household dynamics. Consumers continue to cook at home to manage costs, favouring products that offer convenience and versatility. Private label penetration is rising rapidly, supported largely by the expansion of discounters. Demographic shifts - particularly the rise of smaller households and single professionals - are prompting demand for smaller pack sizes and easy-to-prepare forma

The meals and soups category is being impacted by lifestyle changes and the shift towards smaller household sizes. Ready-to-eat and easy-to-prepare options appeal to time-poor urban consumers, particularly young professionals and individuals living alone. Dry soups, though still the largest category, is facing stagnation as consumers simplify meal preparation and reduce the number of dishes per meal. By contrast, shelf-stable soups is expanding from a small base, benefiting from perceptions of h

Ecuador's business environment improved from 2019 to 2024, with gains in business and financial freedom, but significant challenges in investment freedom and property rights persist. In addition, the country faced high interest rates and a decline in employment, particularly among the youth, despite a rising middle class and digital economy.