Steps to Get Your Products Into Supermarket Shelves in Dubai

Getting your product onto supermarket shelves in Dubai is one of the smartest ways to break into the UAE retail market. Think about it - supermarkets like Lulu, Carrefour, and Spinneys are visited by thousands of people every day. Whether it’s a tourist in Marina or a family doing weekly shopping in Al Barsha, your product has the potential to reach them all - if you do it right.

Let’s be honest - the process isn’t as simple as walking in with your box and asking for space. But it’s also not impossible. In fact, with the right approach and the right partnerships, you can get your products stocked, sold, and even reordered.

So how do you do it?

Short answer?

You must register your product with UAE authorities, find the right distributor or importer, and pitch it correctly to supermarket category buyers. It’s a supply chain game - and we’ll show you how to play it smart.

In Dubai, many supermarkets offer shelf rental options for new brands that want visibility without going through a traditional distributor. This model is simple - you pay a monthly fee to the supermarket for dedicated shelf space, usually in high-traffic aisles. It’s like renting a spot inside the store. You handle the stock, delivery, and product display yourself or through your team.

‍

Some supermarkets also offer short-term promotional shelf rentals near checkout counters or entrance displays, which are ideal for launching new items or testing customer response. Shelf rental gives you full control over branding and margins, but you need to ensure fast stock rotation, proper labeling, and eye-catching presentation to make the most of it.

‍

How Do Supermarkets in Dubai Source Products?

Here’s a key fact: supermarkets don’t usually go out looking for new products. They don’t have to. Instead, it’s the importers, suppliers, and brand reps that approach them with products ready to go.

Supermarkets are retail hubs - their job is to move goods, not manage supply chains. That’s why they rarely import directly unless it’s for exclusive or private-label items. For everyday products like cereals, condiments, frozen meals, or snacks - they prefer to buy locally from UAE-based distributors.

What’s even more important is the deal structure: most supermarkets work on a consignment or sale-or-return model. This means if your product doesn’t sell, it goes back to the distributor. They don’t want risk. They don’t want to pay you upfront. They want ready-to-sell stock with minimal operational friction.

This is why working with the right distributor is key. They already have the connections, the systems, and the trucks to keep supermarket shelves full.

Step 1: Product Registration and Label Compliance

Before you even talk to a supermarket or a distributor, your product must be legally registered in the UAE.

If you’re selling food or beverages, you’ll need to go through:

Dubai Municipality - Food Control Department
ESMA - for packaged foods and non-perishables
MoHAP - if you’re selling dietary or health supplements

Your product must also follow labeling requirements. This includes Arabic translations, shelf life, ingredients, allergen info, country of origin, and barcode. Packaging matters. No supermarket or distributor will touch unregistered or non-compliant products.

So if you’re selling, let’s say, a gourmet date syrup or flavored hummus chips - get the paperwork sorted first. It’s non-negotiable.

Step 2: Partner with the Right Distributor

In Dubai, distributors are the real bridge between your product and supermarket shelves. They already deal with supermarket buyers, know their processes, and deliver to them daily.

There are five types of distributors:

1. Bulk Food Distributors

Handle dry and packaged goods - things like lentil pasta, organic grains, sauces, or non-dairy milk.

2. Specialty Product Distributors

Deal with ethnic, premium, or health-focused items. This is your go-to if you’re selling keto snacks, vegan dips, or gluten-free desserts.

3. Convenience Channel Distributors

Focus on small retail outlets and petrol station stores - ideal for impulse buys like protein bars or bottled juices.

4. Fresh Goods Suppliers

These handle perishables - from salad greens and dairy to fresh bakery items and cold-pressed juices.

5. Shelf-Service Distributors

They send delivery reps who also stock shelves, take returns, and maintain displays. This model is used for quick-turnover items like chips, ready-to-drink beverages, or bakery snacks.

Your job is to find the right fit - then pitch your product.

Step 3: Prepare Your Product Pitch

Distributors and supermarkets don’t want long stories. They want clarity. Here’s what your pitch should include:

Product samples with compliant packaging

Trade pricing, wholesale margin, and suggested retail price
Marketing support (flyers, online promos, or influencer support)
Logistics readiness - how quickly you can deliver stock

Don’t send a cold email with just a brochure. Call them. Meet them. Follow up. Your product pitch should answer one question: “Will this product move fast on the shelf?”

Step 4: Meet the Buyer - And Understand Their Terms

Supermarket buyers are usually category-specific - beverages, snacks, condiments, etc. Once your distributor introduces you (or you contact directly), be ready for negotiations.

Common terms include:

Listing fees or promotional slot costs
Margin expectations

Payment cycles (credit terms)

Delivery schedules and return policy

And here’s the part most new suppliers miss - you have to support your product. That means free sampling, temporary discounts, or in-store activations. Don’t just place it and pray.

Step 5: Invest in Marketing and Promotions

Getting on the shelf is just the start. Now your product needs to move.

a. Run promotions through supermarket flyers and weekend offers
b. Use social media to announce your product’s retail availability
c. Offer tasting samples in-store (yes, it works wonders)
d. Collaborate with influencers based in the UAE

Buyers look at your product’s movement - if it doesn’t sell, they will not reorder. If it flies off shelves, you’re in for long-term success.

Step 6: Monitor Performance and Scale

Keep track of: Sales per store, returns or damaged stock, expiry issues and repeat orders.

Use that data to improve packaging, adjust pricing, or run new promotions. Once you’re doing well in one chain, use that success story to expand into others. Carrefour today, Lulu tomorrow, and so on.

Breaking into supermarket shelves in Dubai takes preparation, strategy, and the right partners. But once you’re in, the growth potential is massive. Dubai is a consumer-driven market, and if your product fits, it can go from local shelves to nationwide distribution fast.

Focus on getting the product registered, work with the right distributor, pitch with confidence, and support your listings with strong marketing. That’s the formula.

‍

If you’re ready to take your brand to Dubai’s top supermarkets - let’s talk. COFTT can help you register, connect with distributors, and position your product the right way.