Decrypting the U.S. Market: what products can be sold in grocery stores in what states?

Personal thanks to Danny Brager of Nielsen for permission to use this. A very informative graphic that helps put the U.S. retail grocery market into perspective.

For new-to-the-U.S. imported brands, there's a tendency to think retail=grocery. But as this chart shows, a decision to target supermarkets as a primary retail outlet is one that warrants deeper consideration: price point, volume expectations, pricing, support programming and distributor strategies all play a role.

One other caveat, grocery buyers usually want to see quantitative data on brand sales from sources such as Nielsen, the new SipSource., IWSR and the like. Most new brands don't have that. So a recommended strategy is to focus on a limited number of markets and generate a case history of quantitative sales velocity you can use to support your pitches.

The image got a little fuzzy here, so if you want a higher resolution copy (for your own presentations!!!!) email me at [email protected] and I'll send you a clean copy in PDF format.