How to find the right store and shelf for food product success

Developing and producing a food product is an incredible amount of work. There are complexities at every stage of the process, and often, significant investments are required before you achieve any sales. After so much effort, processors are eager to get the product into any retail environment they can. Unfortunately, this strategy often leads to disappointing sales, and in some cases, de-listings and no sales.

Finding the right store and the right shelf to sell a food product is integral to its success. You need to figure out which store, and within that store, where your product has the best chance to succeed.

Almost every product requires a program of promotion and discounts to be successful. These investments are expensive, so you should be making them in the right retail environment. Often, if you’re on the wrong shelf, it will cost you even more to generate the sales required to stay on the shelf.

Who’s buying your product?
It all starts with a definition of who’ll be buying your product. Once you have determined your target market, focus your efforts on the stores that attract these consumers, the product placement within those stores and assess the associated costs.

Retailers target different segments of the market with store formats to appeal to these shoppers. If your product is for serious cooks and compliments other premium items, it’s best suited for the specialty channel or the higher-end conventional stores. Your target consumers aren’t likely to be in a discount store or even a basic conventional store. There are certainly serious cooks who shop discount, but you’re more likely to find them in the other stores... Read More