Distribution Audit Caribbean: Trade Census, Channel Mapping & Supply Chain Intelligence

With Caribbean import dependency exceeding 80% of consumer goods (ECLAC, 2024) and average distribution chains spanning 3-5 intermediaries from manufacturer to shelf, understanding how products actually flow through the channel is critical for brands operating in the region. Distributor margins of 25-45% in Caribbean markets — compared to 15-25% in mainland markets (industry data, 2024) — mean that distribution inefficiencies directly erode brand profitability. HRG's distribution audit services provide GPS-verified, photo-documented intelligence on how your products move from port of entry to point of sale across 15+ Caribbean markets.

What Is a Distribution Audit?

A distribution audit is a systematic assessment of how products flow through the commercial chain from manufacturer or importer to the end consumer. Unlike retail audits that focus on what is on the shelf, distribution audits trace the entire product journey: who imports the product, which distributors and wholesalers handle it, what margins are applied at each stage, how delivery routes are structured, and where coverage gaps exist.

In Caribbean markets where 80%+ of consumer goods are imported (ECLAC, 2024), distribution audits are essential for understanding the true cost-to-serve and identifying opportunities to improve availability and profitability. The typical Caribbean distribution chain involves 3-5 intermediaries between manufacturer and shelf (industry data, 2024), each adding margin and complexity. Without a distribution audit, brands have limited visibility into how their products move through this chain and where value is being captured or lost.

Distribution audits are particularly valuable when brands suspect their products are not reaching all intended outlets, when pricing at retail does not align with recommended retail prices, when distributor performance reports seem inconsistent with sales results, or when entering a new Caribbean market and needing to understand existing channel structures before selecting distribution partners.

Our Methodology

These four components work together to create a complete picture of distribution performance. The outlet census establishes the retail universe; channel mapping shows how products reach those outlets; margin analysis quantifies the cost of each step; and route tracking reveals the logistics reality of delivering to dispersed island markets.

Markets We Cover

HRG conducts distribution audits across Jamaica, Trinidad & Tobago, Barbados, Bahamas, Guyana, St. Lucia, Grenada, Antigua, Belize, Dominican Republic, and the broader Eastern Caribbean. Each market has distinct distribution structures: Jamaica's distribution landscape includes several large national distributors alongside hundreds of smaller sub-distributors and van salesmen; Trinidad & Tobago has a more consolidated distribution network with fewer but larger distributors; and the Eastern Caribbean often requires inter-island logistics through regional hubs in Barbados or Trinidad.

Our market knowledge ensures audits are designed to capture the specific distribution dynamics of each territory. Understanding local channel structures, key distributor relationships, and the informal distribution networks that exist in every Caribbean market is essential for producing actionable audit results. For more on Caribbean supply chain intelligence, visit our insights section.

Industries Served

HRG distribution audits serve brands across the Caribbean's major commercial sectors. FMCG companies (food, beverages, household products) use distribution audits to optimize channel coverage and verify distributor performance across thousands of outlets. Pharmaceutical companies audit cold chain compliance — with 30% of perishable shipments affected by cold chain issues (FAO Caribbean, 2024), this is particularly critical for temperature-sensitive products including vaccines, insulin, and biologics.

Beverage companies audit both on-premise (bars, restaurants, hotels) and off-premise (retail) distribution, tracking availability, cooler placement, and competitive share of outlet. Personal care brands track distribution across modern trade supermarkets and traditional channels including pharmacies, beauty supply stores, and market stalls. Agricultural input companies use distribution audits to map dealer networks across rural areas where access to farmers depends on local distribution infrastructure.

Trade Census Capabilities

A trade census is the foundation of distribution intelligence. HRG conducts comprehensive outlet censuses that count, classify, and geocode every retail and wholesale outlet within a defined geography. Our censuses capture outlet name and owner, GPS coordinates, outlet type and classification (supermarket, mini-mart, convenience store, pharmacy, gas station, rum bar, hardware store, etc.), estimated sales volume tier, product categories carried, refrigeration and cold chain capability, delivery access characteristics, and operating hours.

The resulting database becomes the outlet universe for distribution audits, retail audits, sales territory planning, and direct store delivery route optimization. Census databases are updated on a regular cycle to account for outlet openings, closures, and changes in ownership or category coverage. This living database is a strategic asset for brands that need reliable outlet-level intelligence for Caribbean market planning.

GPS-Verified Outlet Mapping

Every outlet in HRG's database is GPS-verified and photographed, creating a visual, geospatial database that clients can use for distribution planning, sales territory optimization, and route design. Our mapping technology visualizes outlet density by geography, product distribution coverage vs. gaps, delivery route efficiency and overlap, competitor presence patterns, and market opportunity zones where high outlet density meets low brand penetration.

This geospatial intelligence is particularly valuable in Caribbean markets where street addressing is inconsistent and many outlets in rural areas or informal settlements are not captured in commercial databases. GPS-verified mapping ensures that sales teams can locate outlets accurately, delivery routes can be optimized using actual road networks, and distribution coverage metrics are based on verified geographic data rather than estimated outlet lists.

Cold Chain Compliance Auditing

With 30% of perishable shipments in the Caribbean affected by cold chain compliance issues (FAO Caribbean, 2024), cold chain auditing is a critical component of distribution intelligence for food, beverage, pharmaceutical, and dairy brands. HRG's cold chain audits evaluate temperature maintenance at each stage of the distribution chain: port cold storage facilities, distributor warehouses, delivery vehicles, wholesale storage, and retail display units including refrigerators, freezers, and open-air coolers.

Our auditors use calibrated thermometers and data loggers to document temperature conditions at the time of audit. For pharmaceutical products, cold chain audits include verification of temperature monitoring records, backup power systems, standard operating procedures, and staff training on cold chain handling. Non-compliance events are documented with photographic evidence and GPS location data, enabling brands to address specific failure points in their cold chain infrastructure.

Distributor Performance Evaluation

Caribbean brands often depend on third-party distributors whose performance directly determines market presence. HRG's distributor performance evaluations assess distribution coverage vs. agreed targets, delivery frequency and reliability to outlets, trade spend execution and promotional compliance, sales team effectiveness and outlet call rates, inventory management and stock rotation practices, and competitive brand handling conflicts.

These evaluations provide brands with objective, third-party data on distributor performance that can be used in performance reviews, contract negotiations, and distributor selection decisions. In markets where distributor options are limited, performance data helps identify specific areas for improvement and support programs rather than full distributor changes. When combined with retail audit data, distributor evaluations reveal whether distribution gaps originate from distributor execution failures or from underlying market access challenges.

Market Entry Distribution Intelligence

Brands entering Caribbean markets for the first time need distribution intelligence before selecting partners and designing their go-to-market strategy. HRG provides pre-entry distribution assessments that include complete channel mapping of the target category, identification of potential distribution partners with capability profiles, competitive distribution analysis showing how established brands reach market, outlet universe sizing and channel structure analysis, margin stack benchmarking from import to retail, and regulatory requirements for product registration and import licensing.

This pre-entry intelligence reduces the risk of selecting the wrong distribution partner or underestimating the complexity and cost of Caribbean distribution. For more on market entry planning, see our Caribbean market entry strategy guide.

Reporting & Analytics

Distribution audit results are delivered through interactive dashboards and detailed analytical reports. Deliverables include channel flow diagrams showing product movement from import to retail, margin waterfall charts documenting value capture at each distribution stage, outlet coverage maps with drill-down by geography and channel type, competitive distribution benchmarks showing coverage gaps vs. key competitors, cold chain compliance scorecards for temperature-sensitive products, and strategic recommendations for distribution optimization.

Recommendations may include channel consolidation opportunities to reduce intermediary costs, direct delivery models for high-volume outlets, alternative distributor options in underserved territories, margin renegotiation strategies supported by competitive benchmark data, and cold chain investment priorities based on compliance gap analysis. For our methodology reference, see our trade audit methodology guide.

Inter-Island Distribution Logistics

The Caribbean's archipelago geography creates unique distribution challenges not found in mainland markets. Products must be shipped between islands via sea freight or air cargo, with each island having different port facilities, customs procedures, and inland transportation infrastructure. HRG's distribution audits map inter-island logistics flows including shipping routes and frequencies, transshipment hub dependencies, customs clearance timelines, inter-island pricing variations attributable to freight costs, and vulnerability to weather-related supply disruptions.

Understanding inter-island logistics is critical for brands that serve multiple Caribbean markets from a single regional distribution point. Our audits reveal whether hub-and-spoke models from Trinidad, Barbados, or Jamaica are efficient for reaching smaller Eastern Caribbean markets, or whether direct shipping from origin points offers better cost and service outcomes. This intelligence supports strategic decisions about distribution network design and inventory positioning.

Informal & Emerging Channels

Caribbean distribution includes significant informal channels that are invisible to most commercial databases. Roadside vendors, market stalls, mobile sellers, and informal cross-border traders move substantial volumes of consumer goods outside formal distribution networks. HRG's distribution audits capture these informal channels through dedicated field enumeration, providing brands with visibility into market segments that represent meaningful sales volume but operate below the radar of traditional trade intelligence sources.

Emerging channels such as WhatsApp-based ordering, social media commerce, and delivery app partnerships are also reshaping Caribbean distribution. Our audits track the adoption of these new channels by distributors and retailers, helping brands understand how the distribution landscape is evolving and where new opportunities for reaching consumers are emerging beyond traditional retail formats.

Cross-Border Trade Intelligence

Cross-border trade within the Caribbean — both formal and informal — impacts brand distribution and pricing strategies. Products shipped to one market may find their way to adjacent markets through unofficial channels, creating gray market issues and pricing inconsistencies. HRG's distribution audits track cross-border product flows, identifying parallel importation, unauthorized reselling, and pricing arbitrage that can undermine official distribution partnerships and recommended retail prices. This intelligence helps brands protect their channel strategies and maintain pricing integrity across Caribbean markets.

Route-to-Market Optimization

HRG's distribution audits provide the intelligence foundation for route-to-market optimization. By mapping actual distribution flows, identifying redundant intermediary layers, and quantifying margin capture at each stage, brands can design more efficient distribution models that reduce cost while improving availability. Our route optimization analysis considers outlet density and geographic clustering, delivery frequency requirements by outlet type, order size economics and minimum delivery viability, competitive distributor capabilities and coverage gaps, and regulatory constraints including import licensing and product registration requirements.

The result is an evidence-based route-to-market strategy that balances coverage objectives with cost efficiency, tailored to the specific geographic, regulatory, and competitive conditions of each Caribbean market. This strategic output transforms distribution audits from a data collection exercise into a strategic planning tool that directly impacts profitability.

Regulatory & Import Compliance Auditing

Caribbean markets have diverse regulatory requirements for product importation, labeling, registration, and distribution that vary by island and by product category. HRG's distribution audits include regulatory compliance checks that verify product registration status in each market, labeling compliance with local language and content requirements, import documentation and duty classification accuracy, and adherence to category-specific regulations for pharmaceuticals, food products, agrochemicals, and controlled substances. This compliance intelligence protects brands from regulatory penalties and market access disruptions.

For companies navigating CARICOM single market provisions, HRG tracks how trade agreements affect distribution economics across member states, including preferential duty rates, rules of origin requirements, and cross-border trade facilitation measures. Understanding these regulatory frameworks is essential for optimizing multi-market distribution strategies and ensuring full compliance with each jurisdiction's requirements.

Our regulatory intelligence is continuously updated as Caribbean governments modify import regulations, tariff structures, and product standards, ensuring that distribution audit recommendations reflect current regulatory realities.

Why Choose HRG for Caribbean Distribution Audits

HRG offers the Caribbean's most experienced distribution audit capability, built on three decades of tracking product flows across island markets. Our competitive advantages include the largest geocoded outlet database in the Caribbean region, established relationships with distributors and trade partners across 15+ markets, GPS-verified field methodology with photographic documentation, cold chain auditing capabilities for temperature-sensitive products, margin analysis expertise spanning import to retail pricing, and integration with complementary retail audit and mystery shopping services for comprehensive market intelligence.