Competition for supermarket shelf space is fiercer than ever, shaped by intense rivalry, evolving consumer preferences, and rapid market shifts.
A few weeks ago, I shared some stories from my time in retail on That Great Business Show with Conall Ó Móráin . Although it is many years ago, the supermarket shelf space is the most desired area for many Irish Food and Drink brands to present in.
Please take a listen to my thoughts on merchandisers!
https://open.spotify.com/episode/4fr7fqVJukLMUFdEqkPjDZ
Planogramming is a sophisticated blend of science, psychology, and strategic execution. My first week in retail, spent perfecting the biscuit aisle, underscored how crucial it is to get shelf placement right. Brands positioned at eye level—the “golden zone”—capture up to 35% more sales and 65% of initial consumer attention, according to eye-tracking studies. Visually striking packaging, using bold colors and unique shapes, disrupts shelf patterns and draws 31% more attention. Effective cross-merchandising, such as pairing cream with strawberries or prosecco with berries, also drives impulse purchases.
To drive sales and maintain shelf space in this competitive landscape, food manufacturers and producers should:
- Ensure consistent stock availability and product quality to build trust with both retailers and consumers. Out-of-stock situations can quickly erode a brand’s standing and retailer confidence.
- Develop long-term, collaborative relationships with retail buyers. Regular store visits and staff support in brand knowledge and presentation are essential.
- Benchmark competitor activity and adapt strategies to stay ahead in shelf space allocation. Retailers look for category leaders that support trade growth.
- Collaborate closely with retailers on pricing and promotional plans that boost consumer engagement and create value for both parties.
- Tailor pack sizes and pricing to different retail formats. While manufacturing efficiency may favour larger units, convenience stores require smaller, tailored options.
- Understand and proactively manage the product lifecycle on shelf. Stay ahead of the curve by refreshing and innovating products before they reach maturity or decline.
Irish supermarkets are dynamic arenas where private labels and branded products battle for attention. The rise of own-brand products has heightened competition and put pressure on pricing, but brands continue to play a crucial role—especially in categories where image, experience, and indulgence matter most.
For Irish food brands entering or competing in this market, success hinges on leveraging local sourcing, sustainability, and local employment, while engaging in purposeful, value-driven negotiations with retailers. By focusing on these areas and maintaining strong retailer partnerships, brands can not only survive but thrive on the supermarket shelf