Grocery Shopping in Ecuador — Mercados vs. Supermarkets

Why Grocery Shopping in Ecuador Is Different

If you are coming from the US or Europe, grocery shopping in Ecuador will feel like stepping into two parallel worlds. On one side, you have modern supermarket chains that look and feel like a Kroger or Tesco. On the other, you have sprawling open-air mercados where farmers sell produce they harvested that morning. Most long-term expats end up shopping at both, and for good reason — each one wins on different items.

The biggest adjustment is not the stores themselves. It is the rhythm. Mercados run on early mornings and specific market days. Supermarkets keep predictable hours. Neither one carries everything you want. Once you figure out where to buy what, your grocery bill drops and your food quality goes way up.

The Mercado Experience

What Is a Mercado?

A mercado (or feria) is an open-air or semi-covered market where individual vendors sell produce, meat, seafood, grains, spices, and prepared food. Every city and most towns have at least one. Some are permanent daily markets. Others operate on specific days of the week.

These are not tourist markets. They are where most Ecuadorian families do their weekly shopping. Prices are significantly lower than supermarkets, and the produce is almost always fresher because it comes directly from local farms.

Major Mercados Worth Knowing

Feria Libre (Cuenca) — The largest open-air market in Cuenca and one of the biggest in southern Ecuador. It operates every day but Wednesday and Saturday are the main days. You will find everything here: fruits, vegetables, herbs, grains, meat, cheese, flowers, and household goods. It is overwhelming on your first visit but becomes routine quickly. Located along Avenida de las Americas.

Mercado 10 de Agosto (Cuenca) — A covered market in the city center, known for its prepared food stalls (almuerzos for $2.50–$3.50) and fresh juice vendors. The upper floors have produce and meat. This is a good starter market because it is more contained and easier to navigate than Feria Libre.

Mercado Mayorista (Quito) — The massive wholesale market in southern Quito. Prices are the lowest you will find anywhere, but it is chaotic and far from most expat neighborhoods. Better for monthly bulk buying trips.

Mercado Iñaquito (Quito) — A cleaner, more tourist-friendly market in the Iñaquito neighborhood. Good produce selection and excellent prepared food. Prices are slightly higher than Mayorista but still well below supermarket rates.

Mercado San Francisco (Quito) — Located in the historic center, this is a reliable daily market for produce and traditional foods.

Typical Mercado Prices (2026)

These prices are approximate and vary by season and region:

• Avocados (aguacates): $0.25–$0.50 each
• Bananas: $1.00–$1.50 for a large bunch (30+)
• Tomatoes: $0.50–$1.00 per pound
• Potatoes: $0.50–$0.75 per pound
• Lettuce: $0.25–$0.50 per head
• Onions: $0.50 per pound
• Strawberries: $1.00–$1.50 per pound
• Mandarins: $1.00 for a bag of 10–12
• Eggs: $2.50–$3.50 for 30 (a cubeta)
• Whole chicken: $5.00–$7.00
• Ground beef: $2.50–$3.00 per pound
• Fresh trout: $3.00–$4.00 per pound
• Queso fresco: $2.00–$3.00 per pound

Tips for Shopping at Mercados as a Foreigner

Go early. The best selection is between 7:00 and 10:00 AM. By afternoon, the best produce has been picked over.

Bring cash in small bills. Vendors rarely have change for a $20, let alone a $50 or $100. Bring plenty of $1 and $5 bills. Coins are even better.

Bring your own bags. Most vendors will give you thin plastic bags, but bringing a large reusable shopping bag or a wheeled cart (carrito) makes everything easier.

Learn basic Spanish numbers and food vocabulary. You do not need fluency. Knowing numbers, "cuánto cuesta" (how much does it cost), and the names of common produce gets you through 95% of transactions. See our guide on learning Spanish in Ecuador for where to start.

Haggling norms. This is not Southeast Asia. Aggressive haggling is generally not expected or appreciated at Ecuadorian mercados. Prices are already low. That said, it is perfectly acceptable to ask "me puede dar un poquito más?" (can you give me a little more?) when buying in quantity, or to ask for a yapa — a small bonus thrown in with your purchase. If you are buying several pounds of something, vendors will often round down on their own.

Do not be afraid of the meat section. Yes, the meat hangs in the open air. Yes, there are flies. This is normal. The turnover is high, so the meat is fresh. If you are uncomfortable, buy from vendors who have refrigerated display cases, or buy your meat at a supermarket instead.

Watch your belongings. Crowded mercados, especially Feria Libre and Mercado Mayorista, are common spots for pickpockets. Keep your phone in a front pocket and do not flash cash.

The Supermarket Experience

Major Chains

Supermaxi — The largest and most upscale supermarket chain in Ecuador, owned by Corporación Favorita. Clean stores, good organization, wide selection including imported products. This is where you go for peanut butter, cheddar cheese, soy sauce, and other items that do not exist at mercados. Prices are the highest of the major chains but still reasonable by US standards. Found in Quito, Cuenca, Guayaquil, and most mid-size cities.

Megamaxi — The hypermarket version of Supermaxi with even larger stores that include clothing, electronics, and housewares alongside groceries. Think Walmart Supercenter. Locations are limited to major cities.

Gran Akí — Also owned by Corporación Favorita but positioned as the mid-range option. Slightly lower prices than Supermaxi, slightly less selection. Good stores, just fewer imported products. More locations in smaller cities.

Akí — The budget tier of the Favorita family. Basic selection, lower prices. Good for staples.

Coral Hipermercados — A Guayaquil-based chain that has expanded to other coastal cities and some highland locations. Comparable to Gran Akí in pricing and selection. Strong in the Costa region.

TÍA — A discount retailer with grocery sections. Limited fresh produce but good for packaged goods, cleaning supplies, and household items at low prices. Found nationwide, including small towns.

What to Buy at Supermarkets

Supermarkets win on these categories:

• Imported products: Peanut butter, real maple syrup, sriracha, tahini, canned goods, international sauces
• Dairy variety: Aged cheese, cream cheese, butter (as opposed to just queso fresco)
• Packaged meats: Deli meats, bacon, sausages with consistent quality
• Frozen foods: Frozen vegetables, pizza, ice cream
• Cleaning and household supplies: Better selection and brands than mercados
• Wine and imported beer: Mercados carry local aguardiente and basic beer; supermarkets have wine aisles
• Personal care products: Shampoo, razors, skincare

Typical Supermarket Prices (2026)

• Imported peanut butter (Skippy/JIF): $5.50–$7.00
• Block of cheddar cheese (400g): $4.00–$5.50
• Butter (250g): $2.00–$3.00
• Bacon (500g): $4.50–$6.00
• Olive oil (500ml): $4.00–$6.00
• Local wine (decent quality): $6.00–$10.00
• Imported wine: $8.00–$20.00+
• Pasta (500g): $1.00–$2.00
• Rice (1kg): $0.80–$1.20
• Milk (1 liter): $0.90–$1.10
• Local craft beer (6-pack): $8.00–$12.00
• Pilsener or Club (domestic beer, 6-pack): $4.50–$6.00

Supermarket Tips

Get the Supermaxi loyalty card (Tarjeta Favorita). It is free and gives you discounts on marked items throughout the store. You can sign up at the customer service desk with your passport or cedula.

Check expiration dates. Stock rotation is not always as rigorous as in the US. Look at dates on dairy, bread, and packaged goods.

Bag your own groceries or tip the bagger. At Supermaxi and Gran Akí, there are usually baggers (often elderly workers or students). They work for tips only. A $0.25–$0.50 tip is standard.

The Hybrid Strategy Most Expats Use

After a few months, most expats settle into a pattern:

1. Weekly mercado run (Saturday morning) for produce, eggs, and fresh meat. Budget: $15–$25 for two people for the week.
2. Biweekly supermarket run for imported items, dairy, packaged goods, cleaning supplies, and anything the mercado does not carry. Budget: $30–$50 depending on how many imported products you buy.
3. Neighborhood tienda for last-minute items like bread, eggs, milk, or a forgotten onion. Every neighborhood has small shops (tiendas) within walking distance. Prices are slightly higher than mercados but you save on transportation.

Using this approach, a couple can eat well in Ecuador for $250–$400 per month on groceries, depending on how many imported products they buy. If you eat mostly local food and shop primarily at mercados, you can get that closer to $200. For a deeper breakdown, see our cost of living guide.

Specialty Shopping

Organic and Health Food

Ecuador does not have a Whole Foods equivalent, but options are growing. In Cuenca, look for Mercado Orgánico at Parque de la Madre (Saturday mornings) and La Tiendita Orgánica on Calle Larga. In Quito, Camari stores sell fair-trade and organic products. Supermaxi also has a small organic section in larger locations.

Asian and International Ingredients

Asian grocery stores exist in Quito (the area around Calle Marchena in La Mariscal has a few) and are slowly appearing in Cuenca. For Japanese, Korean, or Thai ingredients, you may still need to order online through Facebook Marketplace groups or specialized importers. Soy sauce, rice vinegar, and basic Asian staples are available at Supermaxi.

Alcohol

Ecuador produces decent beer (Pilsener, Club Verde, Latitud Cero) and has a growing craft beer scene. Wine is available at supermarkets, but the selection and quality improve dramatically at dedicated wine shops like Wine & Spirits in Cuenca or La Cave in Quito. Local aguardiente (cane liquor) is extremely cheap — $2–$5 for a bottle — and is the base for canelazo, a warm cinnamon drink popular in the highlands.

Imported spirits carry heavy tariffs. A bottle of Jack Daniels costs $30–$40. Budget accordingly.

Delivery Options

Grocery delivery is available in major cities. Supermaxi has its own delivery service through its app and website. Rappi and PedidosYa deliver from various supermarkets and stores in Quito, Guayaquil, and Cuenca. Delivery fees range from $1.50–$3.00, and minimums vary.

Some expats also arrange weekly delivery from mercado vendors once they establish a relationship. This is especially common in Cuenca, where a produce vendor at Feria Libre may agree to deliver a standing weekly order for a small fee.

Money and Payment

Most supermarkets accept credit and debit cards, including foreign cards. Mercados are cash-only with very rare exceptions. ATMs are available at all major supermarkets. If you have an Ecuadorian bank account, you can also pay via bank transfer at some supermarkets. See our guide on opening a bank account in Ecuador to make day-to-day payments easier.

Ecuador uses the US dollar, so there is no currency conversion to worry about. Just bring cash for the mercado and a card for the supermarket, and you are set.

Final Advice

Do not try to replicate your exact North American or European diet in Ecuador. You will overspend on imports and miss out on incredible local produce that costs almost nothing. Embrace the local food — the fruits alone are worth the move. Granadillas, tomate de árbol, naranjilla, babaco, and cherimoya are all cheap, delicious, and almost impossible to find fresh outside of South America.

The mercado might feel intimidating at first, especially if your Spanish is limited. Go anyway. Point, smile, and pay. The vendors are patient with foreigners, and after a few visits, they will remember you and start setting aside the good stuff.

For help with the visa you need to live in Ecuador long-term, visit EcuaPass — they handle the entire visa application process so you can focus on finding the best avocados at Feria Libre.