Why Petrol & Convenience Stores Deserve Your Attention
When we talk about breaking into the FMCG space, the big supermarkets like Coles and Woolworths often steal the spotlight. And for good reason – they represent the pinnacle of mass distribution. But for many emerging brands, petrol and convenience channels can actually be a faster, smarter, and more accessible way to get products into consumers’ hands.
These outlets thrive on impulse purchases and on-the-go consumption. Think drinks, snacks, protein bars, and energy products that appeal to customers grabbing something quick. The foot traffic is enormous, with consumers visiting multiple times a week. While basket sizes may be smaller than in supermarkets, the frequency of visits means more opportunities for your product to be discovered and trialled.
Shelf Space Moves Faster Here
One of the biggest advantages of petrol and convenience stores is the speed at which they refresh their assortments. These retailers respond quickly to trends and seasonal shifts, which can work in your favour if your product meets a clear consumer need. For brands still building awareness, this agility can be a game-changer.
Understand the Gatekeepers: Range Reviews & Timing
Just like Coles and Woolworths, petrol and convenience chains have structured processes for onboarding new products. It’s not simply a case of dropping samples at the local store, you need to navigate corporate range reviews and buying cycles.
Buyers often plan around seasonal or quarterly resets. Miss the window for a winter launch, and your opportunity could slip until spring. The key is knowing these schedules in advance and being prepared. An FMCG consultant like Consult Group can help ensure you don’t miss your shot.
What Buyers Expect from Your Brand
Whether you’re pitching to 7-Eleven, BP, or another convenience chain, buyers are looking for confidence in your ability to deliver. That means:
- A product that meets a genuine consumer need – impulse, convenience, or functional benefits.
- Packaging that stands out in a fast-paced, grab-and-go environment.
- A reliable supply chain and distribution plan.
- Evidence of consumer demand – trial sales data, social media traction, or success in smaller markets.
These are non-negotiables. Even if your product is brilliant, if you can’t demonstrate compliance, supply chain readiness, or a clear value to the category, your pitch won’t make it past the first review.
Are You Really Ready?
Before you pitch, take a moment to assess your readiness. Ask yourself:
- Is my packaging designed for on-the-go visibility?
- Can my supply chain deliver smaller, more frequent orders reliably?
- Have I tested my product in the market and gathered proof of consumer demand?
If you’re hesitant on any of these, don’t panic – it doesn’t mean you’re out of the race. It simply means more preparation is needed. Many brands rush into pitches and burn opportunities because they aren’t fully ready. A considered approach, guided by experts, can make the difference between a polite “no” and a successful launch.
How Consult Group Can Help
Breaking into petrol and convenience channels is not just about having a good product. It’s about knowing the timelines, the compliance requirements, and the buyer expectations, and then delivering a polished pitch that ticks every box.
Getting into Coles or Woolworths is a milestone, but it’s not the only path to success. Petrol and convenience channels could be the strategic stepping stone that gets your brand into baskets sooner, and helps you build the traction needed for bigger retailers.
So, ask yourself honestly: is my product ready for these channels? If you’re not sure, that’s exactly where Consult Group can help. Our team will evaluate your position, refine your approach, and guide you through the process.
At Consult Group, we’ve guided countless brands through this journey. We’ll help you:
- Understand buying cycles and plan your pitch timing.
- Refine your packaging and product story for maximum relevance.
- Build evidence of consumer demand that buyers can’t ignore.
- Connect with the right buyers at the right time.
If you’d like some help with your P&C journey, get in touch with us today.
