Australia and New Zealand: Navigating Range Reviews With Major Grocery Channels
By: William Gordon, Commercial Director at Incite
The processes for securing grocery listings in Australia and New Zealand differ considerably from those across Southeast and North Asian export markets.
On the positive side, new brands do not face up front listing fees to secure shelf space in major grocery channels. However, timing can be a challenge as new product launches are contingent on range review windows.
Each supermarket group has it’s own process, but range reviews in New Zealand and Australia are formal evaluations where retailers decide which products to keep, remove, or add to their shelves. Here’s how they typically work:
Scheduled by Category – Each product category (e.g., snacking, dairy) is reviewed once or twice a year.
Data Analysis – Supermarkets assess sales data, market trends and customer preferences to evaluate how currently listed products are performing.
Supplier Submissions – Suppliers pitch new products or propose changes to existing ones (e.g. pricing, SKU additions and deletions, and packaging).
Evaluation – Products are assessed based on sales potential, innovation, quality, supply reliability and how well they fit the retailer’s strategy.
Decisions Made – Retailers decide which products to keep, add, or remove. Successful new product listings may be given a trial period only.
Implementation – New ranges are rolled out in stores with updated shelf plans (planograms) and agreed marketing programs.
How a Well-Appointed Distributor Can Help
A well-appointed distributor can significantly increase your chances of success when navigating a range review in New Zealand and Australia. They can service multiple grocery channels and offer several key advantages over trying to deal directly with each supermarket:
Market Knowledge and Relationships – Distributors have strong existing connections with supermarkets and category buyers, as well as an understanding of local market preferences.
Regulatory Compliance – They help ensure your products meet local regulations and labelling requirements.
Logistics and Warehousing – Distributors manage shipping, Customs clearance, storage and delivery to retailers, saving you time and resources.
Sales and Marketing Support – They coordinate promotions, pricing strategies and in-store marketing to boost your product’s chance of long-term success.
On-the-Ground Presence – A local partner ensures faster communication, quicker problem-solving and ongoing support for your product in the market.
New Zealand and Australian markets present significant opportunities for imported food and beverage brands, but the chances of long-term survival can be increased by working with a distribution partner who is invested in a brand’s success.
Interested in opening the New Zealand and Australian markets in 2025? Email us at getincite@exportincite.com to set up a call to discuss your goals for entering these markets and how we can support.