New Zealand’s supermarket sector is dominated by two major groups: Foodstuffs (New World, PAK’nSAVE, Four Square) and Woolworths NZ (Countdown). Each has its own structure, buyer system, category review process, and onboarding requirements. Independent grocers, wholesalers, pharmacy chains, and oil channels (like Z and BP) also offer opportunities but require different approaches.

Tip: Foodstuffs operates on a regional basis (North and South Island), so you’ll need to work with each division separately.

Supermarket buyers aren’t just buying your product—they’re buying your brand story, your packaging, your margins, and your retail proposition. To stand out:

• Invest in standout packaging and compliant barcodes
• Ensure your pricing structure supports retailer and promotional margins
• Have a clear brand purpose and point of difference
• Validate your consumer demand (through D2C, markets, or early stockists)

Buyers need to see how your product fits into their category strategy, and how it will contribute to their KPIs (e.g. sales per SKU, rate of sale, category growth).

Expect to be asked about:

• Your recommended retail price (RRP)
• Introductory discounts or margin support
• Marketing plans (in-store and above-the-line)
• Promotional strategy (e.g. TPRs, mailers, displays)

Approach supermarket buyers with a clear, sharp pitch deck that includes:

• Brand story and founder background
• Product USPs and nutritional highlights
• Range strategy and pricing
• Sales data or market traction (if available)
• Support plan (e.g. field reps, sampling, promotions)

Tailor your pitch to each buyer’s priorities. For example, Countdown buyers focus heavily on category growth potential and data.

Even if a buyer says yes, it’s your backend that determines if your launch succeeds. Make sure you:

• Can meet demand reliably (consider production MOQs and lead times)
• Have GS1 barcodes, outer cartons, and pallet specs sorted
• Are set up for national distribution (or work with a 3PL)
• Use a CRM or system to track buyer communications and planograms

Pro tip: Use forecasting tools and understand retailer EDI (electronic data interchange) systems early.

Working with a sales and marketing agency like Surge SMC can dramatically speed up your path to shelf. With decades of FMCG experience, direct buyer relationships, and national field teams, we know what it takes to get your product in—and keep it there.

We help brands navigate:

• Buyer introductions and presentation meetings
• New line forms and onboarding paperwork
• Trade spend and promotional planning
• Field team support and compliance

Getting on shelf is just the start. If your product doesn’t sell, it won’t stay. Invest in:

• Promotional activity in your first 3–6 months
• Store visits and shelf presence checks
• Social media and influencer support to drive traffic
• Customer education and sampling (if applicable)

Use EPOS data (from the retailer or Circana/Nielsen) to track rate of sale, promotional uplift, and store compliance. Buyers want proactive partners who can speak their language, spot opportunities, and take action before problems arise.