Ecuador Households Now Use 10 Retail Channels as Price Pressure Shapes Demand

Ecuadorian consumers are spreading purchases across more channels as household budgets tighten and price comparison becomes routine.

Expreso reported that Ecuadorian households now combine 10 channels to buy products, including supermarkets, neighborhood stores, wholesalers, discount stores and delivery apps. Before the pandemic, in 2020, the average was six channels.

Consumer Pressure

The shift is tied to household income pressure. The report cited INEC data showing at least 60% of Ecuadorian households live monthly on USD 513 or less, while the basic family basket reached USD 828.97.

That gap helps explain why the consumer is behaving more like a price hunter, comparing promotions and cheaper brands before deciding where to buy.

Channel Mix

INEC data cited by Expreso shows neighborhood stores, including mini and micromarkets, remain the main food-purchase channel at 42.9%.

They are followed by markets at 23.9%, self-consumption at 7.5%, supermarkets at 7.3%, bakeries at 6.4%, produce stores at 2.6%, street vendors at 1.8%, butcher shops at 2.5%, hypermarkets at 1.4% and fixed kiosks at 1.4%.

Market Signal

The change favors low-cost, proximity and promotion-heavy formats.

One visible case is TuTi, which Expreso reported was nearing 800 stores by the end of 2025. According to Fiduvalor data cited in the article, TuTi sales grew from about USD 240 million in 2022 to USD 693.2 million in 2024, an increase of more than 180% in two years.

For retailers and consumer-goods companies, the signal is clear: channel strategy matters more when consumers are actively splitting spend across formats.

Source: Expreso