What Buyers Really Look For:
Inside the Mind of a Supermarket Category Manager
If you’re a brand founder, marketer, or sales lead trying to get your product stocked in supermarkets, understanding how category buyers think is a game-changer. These are the gatekeepers who decide whether your product makes it to the shelf—and more importantly, whether it stays there.
Category Fit First, Hype Second
Buyers are tasked with growing their category—not just listing trendy products. They’re constantly balancing:
Product performance (rate of sale, margin contribution)
Range efficiency (avoiding duplication or clutter)
Shopper needs (meeting gaps or trends that align with customer demand)
Tip: Make sure your product solves a real problem in the category or meets a rising trend backed by data.
Data Over Emotion
You may be passionate about your brand, but buyers rely on numbers. What they’ll want to see:
Rate of sale from independents, D2C, or early retail partners
EPOS or Circana/Nielsen insights on market trends
Financials: expected margin, trade spend, RRP
Evidence of consumer demand (social proof, reviews, velocity)
Pro tip: Back every claim with numbers. “People love it” means less than “We’ve sold 1,200 units/month through X.”
Commercial Contribution
Every SKU needs to pull its weight. Buyers assess:
Does it bring margin to the category?
Will it trade shoppers up or draw them in?
Is it worth the shelf space?
Don’t just focus on your brand mission—make a strong commercial case for your listing.
Operational Readiness
Great products fail when supply chains aren’t ready. Buyers want partners who are:
Barcode compliant (GS1)
Promo-ready with trade plans
Operationally sound (can handle orders, invoicing, distribution)
Responsive and professional in communication
Buyer’s POV: If you can’t handle the backend, they won’t risk the front-end.
Support Beyond the Shelf
Buyers love brands that support their own success. They’ll ask:
Are you investing in marketing?
Will you promote through TPRs or displays?
Do you have field support or reps in stores?
Show how you’ll help drive sell-through—not just show up and hope it sells.
Consistency & Communication
Buyers are busy. The brands they trust are the ones that:
Send clear, concise updates (not novels)
Hit deadlines and deliver what they promise
Follow up professionally without pestering
Treat your buyer like a business partner, not a favour-granter.
Supermarket buyers aren’t just looking for “nice products” — they’re looking for smart, scalable brands that make their category better.
What Buyers Are Looking For
We can help
Understand their world, speak their language, and you won’t just get listed—you’ll earn long-term shelf space.