The total number of cigarettes consumed in Ecuador has been gradually decreasing, although at a relatively slow pace, and this continued in 2024. This trend is due to a decline in smoking prevalence, with policies such as high taxes, health campaigns and restrictions on smoking in public spaces leading to the drop.

Wine registered a significant fall in volume sales in Ecuador in 2024. Traditionally consumed by older millennials and Gen X, these generations have been particularly affected by Ecuador’s socioeconomic challenges. This included price increases, due to an increase in VAT, and with continuing unrest, curfews were imposed for parts of the year and there was also frequent blackouts, because of a severe drought that severely cut hydroelectric production. These factors discouraged social gatherings

There was a fall in volume sales of beer in Ecuador in 2024. Both economic and social factors led to this decline. The price of beer increased, due to an increase in both the Special Consumption Tax (ICE) and VAT. ICE increased from USD13.08/l to USD13.28/l on January 1, 2024. Additionally, to address the fiscal deficit, VAT increased from 12% to 15% in April 2024. In addition, with continuing unrest, curfew were imposed for parts of the year and there was also continuous blackouts, because of

Overall, alcoholic drinks in Ecuador registered a decline in volume sales in 2024, though there was a slight increase through off-trade channels. Multiple domestic factors impacted overall consumption. Rising insecurity, unprecedented in the country’s history, led to the declaration of a state of emergency, with curfews declared during parts of the year. This insecurity deterred consumers from visiting nightlife venues such as bars, clubs, and restaurants, resulting in a sharp drop in on-trade s

Tobacco in Ecuador registered a further decline in volume sales in 2024. The landscape continued to be shaped by a steady decline in legal cigarette sales, driven by reduced smoking prevalence and growing health awareness. This reduction has been supported by public restrictions on smoking and regular health campaigns. However, the decline is slowing down, suggesting a core base of smokers continue to smoke.

Volume sales of spirits fell in Ecuador in 2024. Extended blackouts and social unrest have disrupted nightlife and social gatherings, directly impacting the consumption of spirits in bars, restaurants, and clubs in particular. Additionally, the broader economic difficulties have affected consumer purchasing power, making premium and mid-tier spirits less accessible to many. Aggravating these issues is the high penetration of illicit alcohol, including contraband and unregulated locally manufact

In 2024, cigars and cigarillos continued to be a niche tobacco product in Ecuador, primarily consumed by tourists or expats. However, there was a slump in tourist numbers in 2024, due to blackouts and security concerns, and this had an adverse impact on cigars and cigarillos, as they are often purchased by travellers, especially in tourist hotspots such as Quito, Guayaquil, and the Galápagos Islands. Volume sales of smoking tobacco continued to be negligible in Ecuador in 2024.

E-vapour products are a burgeoning product in Ecuador and registered significant current value growth in 2024. The sale of legal e-vapour products has experienced a substantial increase during the review period, reflecting a notable shift in consumer preferences. This growth has been particularly driven by the rise of closed system single use e-vapour products, which have become increasingly popular due to their affordability, ease of use, and wide availability. These products are especially tre

After several years of significant growth, volume sales of RTDs fell in 2024, as the product area showed a degree of maturity. Additionally, security issues and frequent blackouts also disrupted sales, in particular as it made it difficult to keep RTDs chilled, a critical factor for purchases.

Bath and shower saw retail value sales decline in current terms in Ecuador in 2024. The bath and shower category is suffering from consumers moving further away from pandemic-driven hygiene habits. During the COVID-19 crisis, frequent handwashing and overall hygiene awareness surged, leading to increased demand for bath and shower products. However, as people have completely shifted back to pre-pandemic routines, the urgency around cleansing has faded. In addition, categories such as intimate wa

Deodorants saw current value growth in Ecuador in 2024, despite being a mature category. This growth was largely driven by the availability of affordable product presentations that cater to a broad range of consumers. Smaller packaging sizes, such as roll-ons, sachets and tube options, allow for lower spending per purchase, making them accessible to budget conscious shoppers. Additionally, demand was supported by increased consumer awareness of hygiene and personal care, which was heightened by

Skin care saw current value growth in Ecuador in 2024. However, after experiencing strong growth in previous years, the skin care category is now moderating, as economic constraints impact consumer spending. Consumers are becoming more selective, often prioritising multi-functional or affordable premium options over luxury alternatives. Despite this slowdown, brands continue to invest in promotions and value packs to maintain sales, with promotions at point of sale also proving important.

Sun care registered current value growth in Ecuador in 2024, albeit at a more moderate rate than in previous years when it saw a significant boom. However, it continues to gain traction as consumers become increasingly aware of the importance of sun protection for skin health and anti-ageing benefits. Dermocosmetics performed strongly performing during the review period, as consumers increasingly prioritised effective, dermatologist-recommended solutions that provide reliable protection. Brands

Hair care remains the largest and one of the most established categories in Ecuador’s beauty and personal care industry. Despite being a mature category, it continues to grow steadily as Ecuadorians place a high value on hair health and appearance. Consumers are willing to invest in multiple products to maintain strong, healthy, and well-groomed hair. Innovations in natural ingredients, sulphate-free formulae, and specialised treatments are driving interest, while premium and salon brands are ex

Fragrances saw current value growth in Ecuador in 2024. A focus on self-esteem has significantly influenced consumer purchasing decisions across fragrances in the country. Fragrances are seen as an expression of personal identity, confidence, and social status, making them integral to self-care routines. Whether through high-end perfumes symbolising sophistication or affordable mass fragrances enhancing everyday confidence, the emotional connection to scent is a powerful motivator.

Men’s grooming registered current value growth in Ecuador in 2024, as more men are prioritised personal care. There is a noticeable shift from basic hygiene products to specialised grooming items such as shampoos, beard oils, and skin care solutions. The influence of social media has played a key role in encouraging men to adopt more comprehensive grooming routines. Brands are responding by expanding their product lines to meet this demand, offering affordable yet high-quality options that cater

Oral care saw current value growth in Ecuador in 2024, driven by increasing consumer awareness of dental hygiene. With the rise in consumer concern for dental hygiene, products such as toothpaste, toothbrushes, and mouthwashes have seen steady demand. Innovations in formulations and packaging are attracting consumers, while continued marketing investments and continuous promotional activity help to sustain growth.

Colour cosmetics saw strong current value growth in Ecuador in 2024. Despite the challenging economic context in Ecuador, the category performed exceptionally well. Its success can be attributed in significant part to the emergence of new retail channels, such as Fybeca Beauty, which have made beauty products more accessible to a wider range of consumers. People are increasingly prioritising self-care and personal appearance, even during difficult times, driven by the growing trend towards looki

Depilatories registered current value growth in Ecuador in 2024. Many consumers believe that these products are subject to a "pink tax," meaning that women's razors and depilatory products are often priced higher than similar men's products, despite little to no difference in quality or function. This perceived price disparity has caused some resistance, particularly amongst cost conscious buyers. The combination of limited distribution and pricing concerns slowed the penetration of this categor

Beauty and personal care saw growth in both value and volume terms in Ecuador in 2024, although, throughout the year, several negative factors impacted overall consumer spending. One of the most significant was a series of power outages, which peaked in September, lasting up to 12 hours in some areas. These disruptions affected business operations, reduced consumer activity, and significantly impacted social interactions and foot traffic in retail spaces.

Retail value sales of baby and child-specific products saw growth in current terms in Ecuador in 2024, which was driven by two main factors. Firstly, the rise in unit prices following the VAT increase contributed directly to higher overall value sales. Secondly, although the target market continues to shrink year after year due to declining birth rates, the parents who remain in the market are becoming more conscious of the need for specialised products tailored to their children's specific need

Mass beauty and personal care experienced ongoing current value growth in Ecuador in 2024. One of the notable factors driving growth was the strong performance of direct sellers. Over recent years, direct selling has become a strong force in the Ecuadorian beauty and personal care market, as sales representatives have effectively reached consumers with personalised services and product recommendations. These salespeople leverage trust-based relationships to promote a wide range of affordable bea

Premium beauty and personal care registered current value growth in Ecuador in 2024, though it saw a mix of contrasting performances across categories. Premium skin care and salon professional hair care showed strong expansion, benefiting from consumers’ increasing preference for high-performance, science-backed products. In contrast, premium fragrances faced sharp declines, reflecting shifting consumer priorities amid financial constraints and the category’s inability to justify higher prices t

Despite a bleak economic picture, wipes registered healthy volume growth in Ecuador in 2024, though there was a marginal fall in constant value sales. The volume growth was driven by increased availability and also aggressive promotions. These promotions have also seen new consumers trying wipes for the first time. Baby wipes continued to account for most volume sales, as they are considered essential by parents looking after their babies. On the other hand, other offerings within personal wipes