1. Research the Target Market Thoroughly
Understanding the market is essential before making any move.
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Consumer behaviour: What do local shoppers want? Are there cultural preferences or dietary restrictions?
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Retail landscape: Who are the key supermarket chains? Are they price-driven, premium, or regional?
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Competition: Are there similar products already on the shelves? What are their price points, packaging styles, and branding?
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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:
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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.
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Store format: Hypermarkets, supermarkets, convenience, discounters—all have different needs.
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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.
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Labelling: Language, nutritional info, origin, and expiry must comply with local standards (e.g., EU 1169/2011 for Europe).
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Certifications: Organic, Halal, Kosher, vegan, or allergen-related labels may be required.
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Health & safety: Secure product safety certifications like HACCP, ISO 22000, or BRCGS.
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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.
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Benefits include: Warehousing, import handling, relationship with retail buyers, and even marketing.
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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:
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Company profile: Origin, story, values.
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Product range: Photos, descriptions, certifications, ingredients.
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Pricing strategy: Wholesale prices, retail suggested price, margin flexibility.
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Marketing plan: Will you support your launch with promotions, sampling, or social media campaigns?
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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.
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Use LinkedIn, company websites, or your local distributor’s network to reach decision-makers.
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Start with a short, tailored email introducing your brand and value proposition.
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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:
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Listing fees or slotting allowances.
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Promotional support for in-store campaigns or discounts.
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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.
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Track performance through sell-through rates, customer feedback, and repeat orders.
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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
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Offer POS materials, shelf talkers, or in-store tastings.
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Run digital campaigns targeted at that country to boost awareness.
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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:
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Scale to more stores or regions within the chain.
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Consider adapting packaging or product sizes for local preferences.
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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.