The natural and organic food industry is booming—but so is the competition. As more consumers demand healthier, cleaner, and more sustainable products, store shelves are becoming crowded with brands promising better-for-you benefits. For emerging CPG brands, breaking through the noise and securing prime shelf space is more challenging than ever.
However, with the right CPG sales management strategies in place, natural food and beverage brands can not only compete—they can win. Read on to learn more.
1. Knowing Your Retailer, Knowing Your Consumer
One of the most common missteps for natural brands is using a one-size-fits-all pitch. Every retailer has a different customer base and category strategy—and ignoring that is a fast track to a “no.”
How to Stay Ahead
Do Your Homework: Understand the retailer’s customer profile, sales priorities, and shelf strategy.
Tailor Your Pitch: Highlight how your product meets the needs of their specific shoppers.
Use Data Wisely: Provide clear sales data, velocity, and growth trends to make your case.
2. Failing to Prepare a Rock-Solid Sales Story
Even great products struggle to get placement without a strong story. Buyers don’t just want better ingredients—they want proof of consumer demand and a brand that knows how to grow.
How to Build a Winning Story
Position with Purpose: What makes your brand stand out? Why does your product deserve space over others?
Include Consumer Insights: Share data on how your product solves a real need.
Show Momentum: Highlight recent wins, retail success, or influencer partnerships.
3. Overlooking the Power of Broker and Distributor Relationships
Many new brands try to go it alone or choose the wrong partners, which can delay growth and limit retail access. Without the right network, you may never get in front of the decision-makers.
How to Avoid This Mistake
Work With Experienced Partners: Choose brokers and distributors who specialize in natural products and know the latest natural food market trends.
Stay Engaged: Treat these relationships as strategic—not transactional.
Set Clear Goals: Ensure everyone’s aligned on growth targets and retail outreach.
4. Ignoring In-Store Execution
It’s not just about getting on the shelf—it’s about staying there. Poor in-store execution can crush even the most promising products.
How to Maximize Your Presence:
Audit Regularly: Check stores for stockouts, placement issues, or poor merchandising.
Train Field Reps: A strong field team can keep shelves stocked and displays looking sharp.
Support with Promotions: Retailers love brands that drive velocity. Time your promos smartly to maximize impact.
5. Not Evolving With the Market
The better-for-you space is dynamic. Consumer preferences shift fast, and staying static is a risk you can’t afford.
How to Stay Relevant
Track Trends: Stay ahead of ingredients, claims, and consumer behaviors.
Stay Agile: Be ready to pivot with packaging, product extensions, or messaging.
Gather Feedback: Listen to retailers, consumers, and your team to refine your approach.
Final Thoughts
Winning in the better-for-you category takes more than a great product. It takes strategy, partnerships, and flawless execution. With the right CPG sales management solutions, your brand can break through the noise, connect with the right retailers, and turn shelf presence into lasting success.
Ready to Win Shelf Space and Build Your Brand?
At emerge Natural Sales Solutions, we help natural brands rise above the competition. From strategy to execution, our CPG brand consultant are here to drive results. Let’s grow together—contact our CPG consulting agency today to learn how we can support your success.
