Identificación de oportunidades comerciales para la exportación de café soluble de origen ecuatoriano.

Abstract

This paper examines the potential of soluble coffee produced in Ecuador within the context of the international market, considering global consumption trends, existing commercial conditions and competitive advantages over consolidated producers such as Vietnam, Brazil and India. The main objective is to evaluate the possibility of insertion of the product in non-traditional markets -especially in Asia, North America and Oceania- where there is a sustained increase in the demand for soluble coffee of superior quality. The research follows a qualitative approach with a descriptive character, based on the analysis and systematization of secondary information from official sources (Central Bank of Ecuador, PRO-Ecuador), international market studies (Euromonitor, Statista) and multilateral organizations (such as the ICO). The results show that, although Ecuadorian soluble coffee has managed to position itself in certain European markets, its global reach is still restricted, mainly due to non-tariff barriers, limited brand presence and scarce commercial diversification. In spite of this, its quality attributes, production efficiency and preferential tariff conditions represent a solid base for exploring new opportunities in emerging markets. It is considered that, through targeted commercial strategies, access to better market information and the strengthening of the export sector, Ecuador could significantly increase its participation in the international soluble coffee market.