What Matters Most To FMCG Distributors When Choosing A Brand?

What Matters Most To FMCG Distributors When Choosing A Brand?

Written by: BD Team | Published a year ago

Fast-moving consumer goods (FMCG) distributors typically look for several key factors when evaluating products or brands to distribute. These factors help them make decisions and ensure success.


Here are some of the things that FMCG distributors look for most:


  • Product Demand, Popularity, and Brand Reputation: Distributors want products that have a high demand in the market. They look for items that consumers buy frequently and in large quantities. Popular and essential products tend to sell well. Distributors prefer to work with established and reputable brands.


  • Market Trends and Consumer Insights: Distributors keep a close eye on market trends and consumer preferences. They want to stay ahead of changing consumer demands and preferences.


  • Return on Investment: Distributors assess the pricing strategy of the products they want to distribute. Depending on the segment the distributor wants to enter, pricing will be determined on the brand/product positioning, with a margin that would allow additional investment such as advertising and promotion.


  • Marketing: Many distributors appreciate brands that provide marketing support, such as advertising materials, promotions, and marketing campaigns, allowing the distributor to market the products effectively. Attractive and practical packaging is important. Eye-catching packaging can help products stand out on the shelf and attract customers.


  • Regulatory Compliance and Manufacturer Flexibility: Distributors need products that meet all regulatory and legal requirements in their market. Distributors prefer to work with flexible suppliers as they seek to meet specific local demands. Examples of this could be suppliers who offer smaller order quantities, flexible packaging options, and quicker delivery times. Brands that align with these key factors, position themselves for success in the competitive FMCG distribution landscape.


If you are struggling to find the right distributor for your brand in the Middle East and Africa, Imagine is the solution. Get in touch with us today to find out how we can help you!


–Lisa Laouiti, Commercial Director, Imagine