Ecuadorian consumer trends show increased selectivity and channel diversity

The consumer landscape in Ecuador is undergoing a significant transformation characterized by more rational, selective, and informed purchasing habits. According to the Brand Footprint Ecuador 2026 study by Worldpanel by Numerator, Consumer Reach Points (CRP) in the country grew by 12.2% compared to 2025.

Shoppers are increasingly utilizing diverse sales channels, averaging seven channels per month and nine throughout the year. Key growing formats include discounters, convenience stores, and chain pharmacies. While brand competition is rising, with 39% of the top 250 brands seeing growth in 2025, maintaining consumer loyalty remains a critical challenge.

In the sports sector, Adidas is responding to these evolving trends by renewing its Performance store at Mall El Jardín in Quito under the global ‘Home of Sport’ concept. The company noted that modern consumers seek products that balance high-performance technical features with everyday style, often researching and comparing alternatives online before visiting physical retail locations.