Introduction

Supermarkets and hypermarkets are among the most demanding customers a supplier can have, and among the most rewarding. A supermarket listing puts a brand in front of thousands of shoppers every week, but it comes with high expectations: consistent quality, correct barcodes and labels, shelf-ready packaging, reliable deliveries to tight schedules, and support for promotions and seasonal peaks.

Modern trade is still a minority of grocery sales in Sri Lanka, but it is growing steadily, and new chains are entering the market. For brands, this makes supermarket supply an important route to growth. For supermarkets, it makes reliable suppliers more valuable than ever.

We supply our own food and non-food brands to supermarkets and hypermarkets: Hakgala Ceylon tea, Desco coffee premixes, Udari cashews and spices, Hakgala Herbal Cosmetics, Duiker clothing and non-woven bags. This article explains what supermarkets need from suppliers, how the listing process typically works, how we prepare our products for modern trade, and how we support sales once products are on the shelf.

The modern trade landscape in Sri Lanka

Sri Lanka’s grocery market is still dominated by traditional trade, but supermarkets are growing:

• Share of the market. Industry estimates put modern trade at around 17% of grocery retail nationally. In metropolitan areas, organised retail is estimated to account for 30% to 35% of fast-moving consumer goods sales.
• Leading chains. The three largest supermarket and hypermarket chains have together accounted for more than 80% of modern grocery retail, according to Fitch Ratings.
• Growth. An analysis of listed consumer goods companies and major supermarket chains reported modern trade growth rising from 7% in 2023–24 to 10% in 2024–25.
• New entrants. In 2025, a major Sri Lankan conglomerate announced its entry into large-scale supermarket retail, with an initial 100 outlets planned.
• Value-conscious shoppers. Shoppers are watching budgets closely and responding to pack-size choices, value packs and promotions.

For suppliers, this means opportunities in a growing channel, but also tougher competition for shelf space and higher expectations of reliability and support.

What supermarkets expect from suppliers

Consistent, compliant products

Supermarkets put their own reputation behind every product on their shelves. They expect products that:

• meet Sri Lanka’s food labelling regulations, with product names, ingredients, net contents, dates and other required information;
• carry correct allergen information, such as the tree nut declaration on Udari cashew products;
• match the specifications and samples approved at listing; and
• arrive with enough remaining shelf life to sell through.

Barcodes

Every retail product needs a unique barcode (a GTIN, or Global Trade Item Number), so it can be scanned at the till and tracked in the supermarket’s systems. In Sri Lanka, barcodes are issued through GS1 Sri Lanka. Each pack size and variant needs its own barcode, and outer cartons often carry their own case barcode for warehouse handling.

Shelf-ready packaging

Many supermarkets prefer shelf-ready packaging (SRP): outer cartons designed so the front can be opened or removed and the carton placed straight on the shelf. SRP saves staff time, keeps shelves tidy and makes products easier to find. A good shelf-ready carton is strong, clearly labelled with the product name and barcode, easy to open and attractive on the shelf.

Product information

Supermarket buyers usually need a product information sheet for each item, including:

Reliable delivery

Supermarkets plan shelf space and promotions in detail. They expect suppliers to deliver the agreed quantities on the agreed days, either to individual stores or to a central distribution centre, with accurate delivery notes and invoices. Short deliveries and missed slots can mean empty shelves and lost sales for both sides.

Promotional support

Supermarkets run regular promotions: price offers, multi-buys, gift-with-purchase, seasonal displays and loyalty programme offers. Suppliers are often asked to support them with promotional pricing, extra stock, display materials or in-store sampling.

Good communication

Buyers expect quick answers, early warning of any supply problem and a clear contact person who knows the account.

How listing typically works

Every supermarket chain has its own process, but most follow similar steps:

1. Introduction. The supplier contacts the buyer for the category, such as beverages, spices, snacks or personal care, with a short introduction to the brand and products.
2. Presentation and samples. The supplier presents the products, explaining what makes them different, who will buy them and how they will be supported. Samples, product information sheets and proposed trade terms are provided.
3. Evaluation. The buyer evaluates the products against the existing range, shopper demand, quality, pricing and margin, and the supplier’s ability to deliver.
4. Registration. If approved, the supplier is registered and the products are set up in the supermarket’s systems with barcodes, prices and product data.
5. First orders and launch. Initial orders are delivered, often supported by a launch promotion or display.
6. Performance review. The buyer monitors sales. Products that sell well may gain more space and stores; slow sellers may be reviewed.

Preparing a supermarket buyer presentation

A good buyer presentation is short, clear and focused on what the supermarket gains. When we present to supermarket buyers, we cover:

• The brand story: who we are, where our products come from and what makes them different, such as tea and coffee from our own plantations and cashews from our own cashew plantation;
• The products: samples, pack sizes, barcodes, case configurations and shelf life;
• The shopper: who buys these products and why, and how they fit the supermarket’s existing range;
• The plan: how the products will be launched and supported, including promotions, displays and seasonal activity;
• Supply: delivery arrangements, lead times and stock planning; and
• Terms: proposed trade terms, confirmed in writing.

Buyers see many suppliers. Clear information and a realistic plan make their decision easier.

How we prepare our brands for supermarkets

Products shoppers already buy

Tea, coffee, spices and nuts are among the most frequently bought products in Sri Lankan supermarkets. Our ranges are built around everyday staples, with premium and gift lines for festive seasons.

Packs designed to sell

Because our group designs packaging for other brands, we design our own packs to work on supermarket shelves: clear brand names, easy-to-read product names, honest descriptions and the information shoppers look for.

Reusable bags for the checkout

Since 1 November 2025, traders in Sri Lanka have had to charge customers for polythene bags with handles, and supermarkets were the first to apply the change. Reusable non-woven bags printed with the supermarket’s own branding give shoppers a practical alternative and turn every bag into an advertisement for the store.

Supporting sales on the shelf

Getting listed is only the start. We support supermarket partners with:

• Product information and images for store systems, online shopping and delivery apps;
• Display materials such as shelf strips, wobblers and posters, designed by our in-house creative team;
• Seasonal promotions, such as festive tea, coffee and cashew gift packs before New Year and Christmas;
• Cross-category displays, for example a “tea time” display combining Hakgala tea, Desco coffee and Udari Oven Roasted Cashews;
• Stock planning, with stock updates shared before busy seasons; and
• Range reviews, recommending which products to expand, add or replace based on sales.

Planograms and shelf placement

A planogram is a plan showing exactly where each product sits on a shelf: which shelf, how many facings (product fronts) and next to which other products. Supermarkets use planograms to make the best use of limited space and to keep stores consistent.

Shelf position strongly affects sales:

• Eye level sells best. Products at shoppers’ eye level are seen first and usually sell the most.
• Facings matter. More facings make a product easier to see and less likely to run out.
• Logical grouping helps shoppers. Spices grouped by type, teas grouped by style and coffee premixes grouped together make it easier for shoppers to find what they want.
• Complementary products sell together. Cashews near spices for festive cooking, or Desco coffee near Hakgala tea, encourage extra purchases.

We provide accurate pack and carton dimensions so buyers can plan space, and we can suggest sensible layouts for our ranges.

Understanding supermarket trade terms

Supermarket supply agreements cover more than product prices. Common elements include:

Every chain has its own terms, and they are agreed during listing. We discuss terms openly and confirm them in writing, so both sides know what to expect.

Shelf life on delivery

Supermarkets usually set a minimum remaining shelf life for products on delivery, so they have enough time to sell them before the best-before date. Suppliers who deliver short-dated stock risk rejected deliveries and unhappy buyers. We plan production and stock so products reach supermarkets with good remaining shelf life, and we dispatch older stock first so nothing sits in our store too long.

In store, staff should rotate stock using “first expired, first out”, placing new deliveries behind older stock on the shelf.

Online grocery and supermarket apps

Online grocery ordering has become a lasting habit for many urban households in Sri Lanka, and supermarkets increasingly sell through their own websites, apps and delivery partners. For products to sell well online, they need:

• clear, high-quality front-of-pack images;
• accurate product names, pack sizes and descriptions;
• ingredient and allergen information; and
• correct barcodes linking online listings to stock.

Because our group includes design and content teams, we can provide professional product images and descriptions for our brands’ online listings.

Why new products sometimes fail in supermarkets

Even good products can struggle after listing. Common reasons include:

• Poor availability. If shelves are often empty because deliveries are late or short, shoppers buy something else and may not return.
• Low visibility. A product placed on the bottom shelf with one facing may simply not be seen.
• No launch support. New products often need a promotion, display or sampling to encourage shoppers to try them.
• Unclear packaging. If shoppers cannot quickly understand what a product is and why they should buy it, they pass it by.
• Wrong pack sizes. Value-conscious shoppers may prefer smaller or larger packs than those offered.

We work to avoid these problems through reliable supply, clear packaging, launch support and regular range reviews with buyers.

Seasonal planning with supermarkets

Illustrative example

The following example is illustrative and does not describe a real supermarket.

A regional supermarket chain with a growing number of outlets wants to strengthen its spice and tea ranges and introduce branded reusable bags. Its category buyer meets us to review samples of Udari spices, Hakgala teas and printed non-woven bags.

We provide product information sheets, barcodes, case configurations and images for each product. The buyer lists eight Udari spices, four Hakgala teas and two Desco premixes in a first phase, and orders printed bags for all outlets. For the New Year season, we prepare a festive display combining Udari spices, Udari Cashew Nuts, Hakgala tea and Desco coffee, with shelf materials designed by our creative team. After reviewing sales, the buyer adds Udari Oven Roasted Cashews and two Hakgala flavoured teas to the range.

Frequently asked questions

Do your products have barcodes?

Retail products for supermarkets carry barcodes, and we provide barcode details in product information sheets for each listed product.

Can you deliver to a distribution centre?

Delivery to stores or to a central distribution centre is agreed with each supermarket and confirmed in our trade terms.

Do you provide product images and information for online stores?

Yes. We provide product information and images for supermarket systems, online shopping and delivery apps.

Can you support promotions?

Yes. We work with buyers on seasonal promotions, displays and gift packs, and our creative team can design display materials.

Can you print our supermarket’s logo on reusable bags?

Yes. Non-woven bags can be printed with your supermarket’s branding and message.

How do we start?

Contact us with your category requirements. We will send samples, product information and a proposal for your buyers.

How long does supermarket listing take?

It depends on each chain’s process and calendar. Category reviews often happen at set times of year, so we recommend contacting buyers well before the season you are aiming for.

Do you offer festive gift packs for supermarkets?

Yes. We can prepare festive gift packs combining Hakgala tea, Desco coffee and Udari cashews for New Year, Christmas and other seasons. Plan early so stock and packaging are ready in time.

What happens if a delivery is short or damaged?

Tell us straight away. We replace damaged or missing items as quickly as possible and agree how any difference is handled on the invoice, so shelves are not left empty.

Conclusion

Supermarkets need suppliers who combine good products with professional service: compliant labels, barcodes, shelf-ready packaging, accurate product data, reliable deliveries and active support for promotions. As modern trade grows in Sri Lanka, these expectations are rising.

By supplying brands we own and understand, from Hakgala tea, Desco coffee and Udari spices to Hakgala Herbal Cosmetics and printed reusable bags, and by drawing on our creative team for packaging and display materials, we aim to be the kind of supplier supermarket buyers can rely on.

Ready to add our brands to your shelves? Contact us for a buyer presentation.

Request a Buyer Presentation

Sources

• Hayleys, entry into the large-scale supermarket sector (October 2025): https://www.hayleys.com/hayleys-enters-large-scale-supermarket-sector-with-100-outlets-first/
• Daily Mirror, Fitch expects Sri Lanka’s modern grocery retail sector to expand: https://www.dailymirror.lk/business-news/Fitch-expects-SL-s-modern-grocery-retail-sector-to-expand-in-mid-teen-digits/273-139894
• Daily Mirror, consumer goods in modern trade record strong growth momentum: https://www.dailymirror.lk/business/Consumer-goods-in-modern-trade-record-strong-growth-momentum-over-3-years/215-335839
• Supermarket News, evolving FMCG trends in Sri Lanka: https://supermarketnews.co.nz/features/opinion/evolving-fmcg-trends-how-keells-puts-customers-first-in-a-changing-market/
• GS1 Sri Lanka, barcodes and GTINs: https://www.gs1lk.org/
• Ada Derana, fee to be charged for polythene bags with handles (November 2025): https://www.adaderana.lk/news/114166/fee-to-be-charged-for-polythene-bags-with-handles-from-today