FMCG market - Australia

Contents

1. About this study...................................................................................................................................... ..................................................................3

2. What is FMCG (Fast-Moving Consumer Goods)?................................................................................................................................3

3. Market size and structure.................................................................................................................................................................................3

4. The major players (retail landscape)........................................................................................................ .................................................4

5. Opportunities for new foreign suppliers.................................................................................................................................................5

6. Products and categories with strong sales potential.....................................................................................................................5

7. Market-access requirements........................................................................................................................................................................6

7.1 Food and beverages........................................................................................................................................................................................ 6

7.2 Non-food FMCG........................................................................................................................................................ .......................................6

7.3 Tariffs and trade agreements — EU, non-EU European and non-European suppliers.............................................7

8. Understanding the importer landscape................................................................................................................................................7

9. Directory of relevant FMCG importers and distributors.............................................................................................................8

9.1 Full-range, wholesale and cash-and-carry (food & non-food)..............................................................................................8

9.2 Category and origin specialists (food)..............................................................................................................................................10

9.3 Brand-makers for new and innovative international brands..............................................................................................10

9.4 Non-food FMCG importers and distributors................................................................................................................................12

10. Making first contact — practical guidance...................................................................................................................................13

11. Sources and disclaimer.............................................................................................................................................................................13

1. About this study

This study is written for manufacturers and suppliers based outside Australia who already sell successfully in their home market and are looking to introduce their brands or products to Australia. It focuses on the whole fast-moving consumer goods (FMCG) sector — both food and non-food — and on the single most practical route to market for a new overseas supplier: the Australian FMCG importer and distributor. Importers and distributors matter to foreign suppliers because they already hold the relationships and the logistics that a newcomer lacks. They have direct trading terms with the large supermarket chains and with the wholesale and foodservice trade, they understand Australian import, food-safety and labelling rules, and they can introduce new brands and products in commercially meaningful volumes — whether under the supplier's own brand or as a private (retailer) label. Approaching them first is almost always faster, cheaper and lower-risk than trying to open a supermarket account directly from abroad. The report covers: what FMCG means; the size and structure of the Australian market; the major retail players; the opportunities for new foreign suppliers of branded and unbranded products; the products and categories with the strongest sales potential; and the market-access requirements, distinguishing between suppliers from the European Union, suppliers from non-EU European countries, and suppliers from outside Europe. It closes with a directory of relevant importers and distributors, organised so that a supplier can quickly identify the right type of partner for its products.

2. What is FMCG (Fast-Moving Consumer Goods)?

Fast-moving consumer goods — FMCG, also called consumer packaged goods (CPG) — are inexpensive products that households buy frequently and use up quickly, and that therefore move rapidly off retail shelves. They are characterised by high sales volumes, relatively low unit prices, short repurchase cycles, thin per-unit margins earned back through scale, and wide distribution through supermarkets, convenience stores, pharmacies, discounters and, increasingly, online. FMCG is not only food. The sector is conventionally split into food and non-food, and this study treats both: • Food and beverages — packaged and ambient groceries (pasta, rice, sauces, canned goods, snacks, confectionery, biscuits, breakfast cereals, coffee and tea), chilled and frozen foods, dairy, and drinks (soft drinks, water, juices, and other beverages). • Personal care and cosmetics — skincare, haircare, colour cosmetics, oral care, fragrances and toiletries. • Consumer health / OTC (non-prescription) — vitamins, dietary supplements and everyday self-care products (this study does not deal with prescription medicines). • Household and cleaning — laundry and dishwashing products, surface cleaners, paper goods, kitchen wraps and foils, and other household consumables. • Pet care — pet food, treats, grooming and accessories, one of the most resilient FMCG categories. Two commercial models run through the whole sector. Under the branded model the manufacturer's own brand appears on shelf; under the private-label (or "home brand") model the product is sold under the retailer's or importer's brand. Many Australian importers work in both models at once, and this study flags which partners lean towards building new brands and which are primarily private-label and established-brand distributors

3. Market size and structure

Australia is a wealthy, stable and highly urbanised consumer market of roughly 27.7 million people (September 2025), with high disposable incomes and consumer spending that has proven resilient through economic cycles. Population growth, driven largely by net overseas migration, continues to expand the customer base and is one of the structural drivers of grocery demand. Market-size figures vary by definition and source. The core supermarket and grocery-store retail market is estimated at roughly AUD 140–150 billion a year, while broader estimates of the total FMCG sector (adding non-food categories and other channels) reach around AUD 165–170 billion. However it is measured, food and Page 3 The Australian FMCG Market — Market Entry Study beverages make up the large majority of value — of the order of 70 per cent — with non-food FMCG making up the balance.