In the competitive landscape of retail, securing a listing for your new product development (NPD) in major supermarkets is both challenging and crucial for success. Understanding the expectations and needs of supermarket buyers is essential for food and drink brands, whether startups or established businesses. This report compiles expert advice from former buyers of top UK and European retailers, offering key strategies for getting your product listed and maintaining a successful long-term relationship.
1. Approaching Buyers: Multi-Touchpoint Strategy
To effectively engage with supermarket buyers, persistence and a strategic approach are critical. A single email or cold call is unlikely to capture attention. Instead, brands should adopt a multi-touchpoint approach, akin to an advertising campaign. Buyers may require several interactions before showing interest, so leveraging creative methods alongside traditional emails and calls can help build familiarity. Internal referrals can also be beneficial; citing conversations with store teams or other internal contacts may increase the chance of a positive response.
Former Carrefour buyer Jean-Luc advises, “If you have a good product at the right price, we will come to you.” This highlights the importance of not only persistence but also competitive pricing and value proposition.
2. Key Information Buyers Look For
When approaching a buyer, it is essential to demonstrate an understanding of the retailer’s category and overall goals. Brands should present evidence showing how their product can contribute to the growth of the category, not just their own niche. Buyers want to see data-backed insights, including consumer trends, market fit, and potential sales impact.
Samir Bampé, a former buyer from Auchan, stresses that “persistence is key” and advises brands to “get their category management right.” A well-managed category strategy demonstrates to the buyer that the brand has the retailer’s best interests in mind and can deliver long-term value.
3. Avoiding Common Pitfalls: What Buyers Don’t Want
While confidence in your brand is important, an ego-driven pitch focusing solely on how great your product is will likely turn buyers away. Buyers are primarily interested in how your product will improve the retailer’s overall category. Brands that fail to consider competition, market dynamics, or private label impact risk rejection. It is essential to communicate that the brand understands and supports the retailer’s goals.
4. Certification: A Crucial Factor for Consideration
Rebeca Schrug, a former buyer at Edeka, highlights the importance of certifications: “Many buyers won’t consider your product if it lacks the necessary certifications.” Certification, such as organic, fair trade, or sustainability credentials, plays a critical role in establishing trust and credibility. Buyers often seek certified products to align with their consumers’ growing demand for transparency and ethical sourcing.
5. Building a Strong Buyer-Brand Relationship
Once your product is listed, maintaining a productive and ongoing relationship with the buyer is crucial for long-term success. Frequent but concise communication is essential, as buyers’ time is limited. Brands should focus on providing clear, digestible updates that are easy for buyers to share internally. Regular touchpoints, whether through email, phone, or messaging apps, help keep the brand top of mind without overwhelming the buyer.
Buyers also appreciate when brands share useful market information, such as competitor activities or relevant industry insights. By offering valuable external information, brands can strengthen relationships and demonstrate their commitment to helping the buyer succeed.
6. Tips for Securing a Listing: Evidence Over Opinions
When presenting your product, always rely on data-driven insights rather than subjective opinions. The more empirical evidence you provide, the easier it is for buyers to make decisions. Brands should aim to eliminate as much decision-making burden as possible for the buyer. This includes providing clear sales data, market potential, and pricing strategies.
Key Expert Advice:
- Tom Reynolds, Retail Mindset (former buying manager, Tesco) The Grocer
Top Advice: Personalized emails and tailored approaches for each retailer are essential. Buyers are more likely to ignore generic pitches, so make your communication specific and impactful. - Sarah Mitchell, Strategic Buying Solutions (former Waitrose buyer) The Grocer
Top Advice: Confidence in your product is key. Buyers appreciate brands that listen to their feedback and are willing to adapt based on market conditions and consumer needs. - Michael Hart, FMCG Connect (former Lidl buying director) The Grocer
Top Advice: Data-driven evidence is essential. Avoid making subjective claims without backing them up with empirical evidence. - Lucy Taylor, Sustainable Retail Advisors (former Whole Foods Market head of purchasing)
Top Advice: Securing a listing is only the beginning. Brands must be proactive in driving sales and fostering strong buyer relationships to maintain their shelf space. - Jean-Lucas, Carrefour (former buyer)
Top Advice: “If you have a good product at the right price, we will come to you.” - Samir Bampé, Auchan (former buyer)
Top Advice: “Persistence is key. Get your category management right to ensure long-term success.” - Rebeca Schrug, Edeka (former buyer)
Top Advice: “Make sure you have the necessary certifications. They are crucial for standing out and gaining buyer confidence.”
Securing a listing in supermarkets requires more than just a good product. Brands must strategically approach buyers, present clear, data-driven insights, and demonstrate a deep understanding of both the retailer’s category and their customers. By building strong relationships, staying persistent, and ensuring that certifications and pricing are in place, brands can significantly improve their chances of success in the highly competitive retail space.