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2 clusters · 3 sources · 7 days · First seen · Last updated

Ecuador consumer market and brand trends

Overview

The Ecuadorian fast-moving consumer goods (FMCG) market is experiencing growth and shifting consumer behaviors, according to the Brand Footprint Ecuador 2026 study by Worldpanel by Numerator. Consumer reach points (CRP) rose by 12.2% compared to 2025, reaching 1.67 billion.

Coca-Cola was identified as the most chosen brand in the country with 66 million CRP, followed by Maggi and Vita. In the sugar category, San Carlos secured the top position. The market is seeing more distributed growth, with 39% of the top 250 brands showing increases.

Recent data indicates that shoppers are becoming more selective, rational, and informed. Consumers are utilizing a wider variety of sales channels, averaging seven per month, with increased use of discounters, convenience stores, and chain pharmacies. This shift toward channel diversity and online research is also reflected in the sports sector, where brands like Adidas are adapting retail concepts to meet demands for products that blend technical performance with everyday style.

Entities

Worldpanel by Numerator · Mall El Jardín · San Carlos · Vita · Adidas

Timeline

  1. [BUSINESS] 2 sources
    Ecuadorian consumer trends show increased selectivity and channel diversity

    Ecuadorian consumers are becoming more rational and selective, utilizing diverse shopping channels and seeking products that balance performance with lifestyle, according to recent market studies.

  2. [BUSINESS] 2 sources
    Coca-Cola leads Ecuador's most chosen consumer brands

    The Brand Footprint Ecuador report shows Coca-Cola as the most chosen brand, with San Carlos leading the sugar category in a growing and increasingly competitive consumer goods market.

Sources

empresariales.net · expreso.ec · ppelverdadero.com.ec