FMCG Distribution Research Caribbean
Track consumer goods distribution, retail performance, and market share across Caribbean markets. From retail audits and shelf space analysis to route-to-market strategy and Nielsen-alternative tracking, HRG delivers the distribution intelligence FMCG companies need to win in the Caribbean.
The Caribbean FMCG Distribution Landscape
Caribbean FMCG distribution operates differently from developed markets. Understanding the unique mix of modern and traditional trade, import logistics, and island-by-island dynamics is critical for consumer goods success.
40%+ Traditional Trade
Traditional trade channels account for 40%+ of grocery sales in many Caribbean markets, including corner shops, mini-marts, and roadside vendors.
- • 40-60% of sales through traditional channels
- • Small format, high-frequency purchases
- • Cash-based transactions
Route-to-Market Strategy
Optimizing route-to-market in the Caribbean requires understanding island-specific logistics, distributor economics, and the balance between direct and wholesale partnerships.
- • Van sales vs. wholesale distribution
- • Island-specific logistics planning
- • Distributor performance evaluation
Retail Audits
Store-level retail audits are essential for tracking product availability, pricing, and promotional compliance across both modern and traditional trade channels.
- • Product availability tracking
- • Promotional compliance checks
- • Out-of-stock rate monitoring
Shelf Space Analysis
Understanding share of shelf and planogram compliance is critical for FMCG brands competing for limited retail space in Caribbean stores.
- • Share of shelf measurement
- • Planogram compliance audits
- • Competitive shelf positioning
Nielsen-Alternative Tracking
With no Nielsen/IRI coverage in most Caribbean markets, HRG provides proprietary retail measurement and market share tracking as a reliable alternative.
- • Primary data collection approach
- • HRG proprietary retail panels
- • Category-level market share reports
Price Tracking
Caribbean consumers are highly price-conscious. Tracking competitor pricing, import duties, and retail margins is essential for FMCG pricing strategy.
- • Competitive price monitoring
- • Import duty impact analysis
- • Price elasticity research
FMCG Research Services
Retail Audits
Store-level audits tracking product availability, pricing, shelf-space, and promotional compliance across modern and traditional trade
Distribution Tracking
Numeric and weighted distribution measurement across channels, identifying gaps and route-to-market optimization opportunities
Market Share Analysis
Category-level market share reports combining retail audit data, consumer panels, and distributor intelligence
Distributor Evaluation
Comprehensive evaluation of distributor performance, coverage, and capabilities for route-to-market optimization
Understanding Caribbean Retail Channels
Supermarkets & Modern Trade
Modern trade is growing across the Caribbean, led by regional chains like Massy Stores (Trinidad), Hi-Lo and PriceSmart (Jamaica), Super Centre (Barbados), and AML Foods (Bahamas). These outlets are critical for brand visibility but represent only 40-60% of FMCG sales.
Grocery Market Share Data →Traditional Trade & Corner Shops
The backbone of Caribbean FMCG distribution. Thousands of small shops, parlours, and mini-marts serve daily consumer needs. These outlets require sachet-sized and single-serve formats and are often reached through wholesalers and van sales routes.
Retail Research Services →Wholesalers & Distributors
Wholesalers play a critical role in Caribbean FMCG distribution, bridging importers and traditional trade. Companies like Agostini's (Trinidad), LASCO (Jamaica), and Bryden (multi-territory) are key to understanding route-to-market dynamics.
FMCG Industry Insights →Import & Price Dynamics
Over 80% of consumer goods in many Caribbean markets are imported, creating unique supply chain challenges. Import duties, shipping costs, and currency fluctuations significantly impact retail pricing and brand competitiveness.
Custom Research Solutions →Frequently Asked Questions
How is FMCG distribution different in the Caribbean?
Caribbean FMCG distribution is uniquely challenging due to fragmented retail landscapes across multiple islands, heavy reliance on imports (80%+ of consumer goods are imported), the dominance of traditional trade channels (40%+ of grocery sales in many markets), complex logistics involving sea freight between islands, and the absence of syndicated tracking data like Nielsen or IRI.
What percentage of Caribbean retail is traditional trade?
Traditional trade accounts for 40%+ of grocery and consumer goods sales across many Caribbean markets, and exceeds 60% in some smaller islands. This includes corner shops, mini-marts, parlours, and small independent retailers. Modern trade (supermarket chains like PriceSmart, Massy Stores, Hi-Lo) is growing but traditional trade remains dominant in most territories.
How can you track market share without scanner data in the Caribbean?
Since Nielsen, IRI, and other global retail measurement services have limited or no coverage in most Caribbean markets, HRG provides proprietary alternatives including store-level retail audits, consumer purchase panels, trade census and outlet mapping by GPS, distributor sales data analysis, and custom market share reports by category.
How does HRG conduct retail audits in the Caribbean?
HRG conducts retail audits across Caribbean markets using trained field teams who visit supermarkets, mini-marts, pharmacies, convenience stores, and traditional trade outlets. Our audits measure product availability, shelf-space allocation, pricing, promotional compliance, and out-of-stock rates across both modern and traditional trade channels.
What FMCG categories are fastest growing in the Caribbean?
The fastest-growing FMCG categories in the Caribbean include health and wellness products, premium personal care, ready-to-drink beverages, snacking innovations, and plant-based alternatives. HRG's retail audits track growth across all major categories including beverages, personal care, household products, packaged foods, dairy, baby care, and OTC pharmaceuticals.
Start Your Caribbean FMCG Research Project
Partner with the Caribbean's most experienced consumer goods research firm. 40+ years of FMCG expertise delivering retail audits, distribution tracking, and market share intelligence across every major Caribbean market.