Once every fortnight Pedro goes to the supermarket to shop, he has written a list of the products he has to take home: butter, oil, rice, tuna, etc., he has some brands in mind; however, at the time of purchase, he recognized that there were some variables that made him choose one over the other. “I have many brands in mind, but when I choose, I sometimes change my mind,” admits the client.

This moment of purchase where customers choose brands was measured by global data company, insights and the consulting firm that compiled the list of the ten most popular consumer brands in Ecuadorian homes, according to ranking Global Brand FootPrint, which is carried out in 54 countries with more than 23,500 brands covered.

According to the Kantar website, ranking global production is evenly split between food and other products. However, when looking at local lists, the most frequently purchased food categories tend to dominate and therefore have scale by sector (beverages, food, health and beauty, home care and dairy) to compensate for differences in frequency of category purchases.

According to consultant Kantar, 42% of Ecuadorians are looking for less processed products

This study also shows how consumers around the world buy FMCG brands, identifying opportunities for growth.

Miguel De La Torre manager of the country from the Kantar Worldpanel Ecuador department, clarified that “it is not a study that determines the recall, top of mind or the favorite brand, but the most chosen brand at the time of purchase”.

To determine the position of qualified companies, the study conducts a measurement over a period of one year that adheres to the analysis of three variables: the number of households, the percentage who buy the brand and the frequency with which consumers interact with the brand in all categories. Regarding the first variable, for this study Kantar considered a sample of 2.8 million Ecuadorian households. Regarding the percentage that the brand buys, which is penetration, De La Torre explained the example of Coca-Cola, which has a penetration of 98 percent, which means that practically all Ecuadorians buy this brand.

Finally, frequency shows how many times a year the brand is purchased. In the case of Coca Cola, manager of the country from the Kantar Worldpanel Ecuador division, said that this product is purchased an average of 33 times a year, which means that it is present in Ecuadorian homes almost every month.

In Ecuador, as in the other 53 countries, the company measured the moment of product purchase in different sales channels. In the land, top 10 is led by Vita, which earned 92 million consumer points (CRP). They are followed by Coca Cola with 91 points, Maggi (77), Nutri (54) and Toni (49), which round out the top five brands.

These are the ten most popular brands for consumers at the time of purchase in Ecuador, according to Brand Footprint:

This year, Plumrose and Cris-Sal enter the list, since the spectrum of categories has been expanded, and they occupy the eighth and ninth places, respectively.

Vita points out that this is the first time that the Ecuadorian brand has taken the lead ranking in the land, since in previous years it was led by international brands. In addition, for the seventh year in a row, it maintains its leading position with the first place in the sector of dairy products and milk substitutes. According to the Kantar report, there is a lot of competition and a more challenging environment, so 62% of brands are shrinking, while 38% are growing.

These are the 10 brands that Ecuadorians chose the most during the pandemic

For Patricio Calderón, general manager of Vita Alimentos, this award is a recognition of the work of associates, distributors, farmers, suppliers and customers. “It is a confirmation that consumers recognize and appreciate the efforts of the brand and the manufacturer, who are their main allies to bring the cleanliness of the fields to their homes,” said the executive director, who assured that the results of the measurements promote the company to continue steadily progressing in a competitive and complete environment, with practices that are typical of the company and that mark the corporate DNA.

He also emphasized fair trade in all transactions, starting with the payment of raw materials to field producers; on the optimal ratio of price and quality of all products in the portfolio; the distribution system with which they reach sales points in the country every day, and investments in technology.