1. Research the Target Market Thoroughly
Understanding the market is essential before making any move.
Consumer behaviour: What do local shoppers want? Are there cultural preferences or dietary restrictions?
Retail landscape: Who are the key supermarket chains? Are they price-driven, premium, or regional?
Competition: Are there similar products already on the shelves? What are their price points, packaging styles, and branding?
Import regulations: Is your product allowed into the country? Are there ingredient restrictions or labelling rules?
🔍 Use sources like Euromonitor, NielsenIQ, or local trade publications. Visit stores physically if possible.
2. Identify the Right Supermarket Chains
Not all retailers are the right fit. Choose based on:
Product type: Premium products may suit high-end retailers like Waitrose (UK) or Edeka (Germany), while cost-effective items might suit chains like Lidl or Carrefour.
Store format: Hypermarkets, supermarkets, convenience, discounters—all have different needs.
Openness to new suppliers: Some chains favour established vendors; others welcome innovation or international lines.
💡 LinkedIn, trade shows, and B2B platforms can help you find the right contacts.
3. Ensure Legal & Technical Compliance
Each country has strict import and labelling laws, especially for food and beverages.
Labelling: Language, nutritional info, origin, and expiry must comply with local standards (e.g., EU 1169/2011 for Europe).
Certifications: Organic, Halal, Kosher, vegan, or allergen-related labels may be required.
Health & safety: Secure product safety certifications like HACCP, ISO 22000, or BRCGS.
Tariffs and duties: Understand import taxes, especially if you’re entering a market without free trade agreements.
🛂 Hire a local regulatory consultant or agent to avoid costly mistakes.
4. Find a Local Distributor or Agent
Supermarkets often prefer working through authorised importers or distributors who understand local logistics, regulations, and customs.
Benefits include: Warehousing, import handling, relationship with retail buyers, and even marketing.
A good distributor is your local champion—they can pitch to supermarkets on your behalf.
🤝 Attend trade fairs like Anuga, SIAL, or Gulfood to meet potential partners.
5. Prepare a Strong Buyer Presentation
Retail buyers need more than just a great product—they need a reason to list you. Include:
Company profile: Origin, story, values.
Product range: Photos, descriptions, certifications, ingredients.
Pricing strategy: Wholesale prices, retail suggested price, margin flexibility.
Marketing plan: Will you support your launch with promotions, sampling, or social media campaigns?
Production capacity: Can you supply consistently at scale?
📊 Highlight what makes your product different or better—healthier, more affordable, more sustainable, etc.
6. Contact Retail Buyers
Once you’re ready, make direct contact.
Use LinkedIn, company websites, or your local distributor’s network to reach decision-makers.
Start with a short, tailored email introducing your brand and value proposition.
Attach your presentation, product list, and a request for a meeting or product trial.
🗣 Persistence pays off, but always remain professional and respectful of their time.
7. Be Ready for Negotiation
Retailers may ask for:
Listing fees or slotting allowances.
Promotional support for in-store campaigns or discounts.
Exclusive agreements in the region.
📦 Also be prepared to meet logistical demands—pallet sizes, delivery schedules, barcoding (GS1), and traceability.
8. Start with a Pilot Launch
Offer a limited trial run in a few stores or regions.
Track performance through sell-through rates, customer feedback, and repeat orders.
Collect data and refine your approach before scaling up.
🔁 Success in the first 3-6 months is critical for long-term placement.
9. Support Your Product in Store
Offer POS materials, shelf talkers, or in-store tastings.
Run digital campaigns targeted at that country to boost awareness.
Train staff if necessary, especially for specialised or ethnic products.
📣 Retailers love suppliers who help drive sell-out, not just sell-in.
10. Review and Expand
Once successful:
Scale to more stores or regions within the chain.
Consider adapting packaging or product sizes for local preferences.
Explore other supermarket chains, convenience formats, or e-commerce platforms.
🌍 Each success in one country builds credibility for the next.
🌟 Final Thought
Getting your product into a new supermarket chain abroad is no longer just about having a great product. It’s about understanding the market, building local partnerships, ensuring compliance, and creating a compelling story for buyers and shoppers alike.
With the right strategy, patience, and persistence, what starts as one SKU in one store can become a national success—and a global brand.