As global food brands seek expansion opportunities, Latin America emerges as a region of rapid growth and evolving consumer demand. Within this landscape, Panama stands out as a strategic launchpad for companies aiming to distribute packaged, refrigerated, or specialty food products across the continent.

With a stable economy, dollarized currency, world-class logistics infrastructure (including the Panama Canal), and a business-friendly regulatory environment, Panama offers both ease of entry and regional influence. Whether you're a packaged food manufacturer, health food brand, or an international distributor, this guide provides a comprehensive roadmap to entering Panama and scaling across Latin America.

In this guide, you'll learn:

• How to navigate Panama’s import regulations and labeling laws

• Key insights into market demand and consumer behavior

• How to identify and engage with reliable food distributors

• Entry strategies for supermarkets, convenience, and ecommerce channels

The Panamanian food industry is forecast to grow steadily, driven by a rising middle class, urbanization, and a growing appetite for diverse international products. Panama also acts as a logistics and distribution hub for Central and South America, making it a prime target for brands seeking regional scalability.

Key Insights:

• Food imports account for over 60% of total consumption, reflecting strong external demand.

• Packaged and health-conscious products are gaining traction, particularly among urban consumers aged 25–44.

• Supermarkets like Super 99, Riba Smith, and El Rey dominate retail channels, while ecommerce platforms like PedidosYa and Uber Eats are increasingly popular.

Before shipping your products into Panama, it’s essential to comply with national import regulations. The Ministry of Health (MINSA) and the Panama Food Safety Authority (AUPSA) oversee food imports, requiring both documentation and product labeling to meet local standards.

Required Documentation:

• Commercial Invoice

• Certificate of Origin

• Sanitary or Health Certificate from the country of export

• Packing List

• Bill of Lading or Air Waybill

• Product Registration with AUPSA (for first-time imports)

Labeling Requirements:

• Must be in Spanish

• Include nutritional information, expiration date, ingredients, allergens

• Country of origin and importer’s name/address required

Pro Tip: Partner with a local customs broker to expedite the documentation process and avoid costly delays.

Panama offers a world-class logistics ecosystem, anchored by the Panama Canal and two major ports (Balboa and Colón), making it an ideal re-export hub for food brands. Whether you're shipping by sea or air, understanding the local distribution landscape is critical to reducing costs and reaching consumers efficiently.

Shipping & Freight Options:

• Maritime: Most food shipments arrive via containerized freight at the Port of Colón (Atlantic) or Balboa (Pacific).

• Air Cargo: Used for high-value or perishable goods, primarily via Tocumen International Airport.

• Free Trade Zones: Panama’s Colon Free Zone enables tax-free imports and re-exports to other LATAM markets.

Distribution Models:

• Direct-to-Retailer: Larger brands may ship directly to major supermarket chains or convenience stores.

• Importer-Distributor Network: Most exporters partner with established local distributors who handle customs, warehousing, and delivery to retail outlets.

Key Considerations:

• Cold chain logistics are essential for perishable or refrigerated products.

• Inventory is often centralized in Panama City, from where it’s redistributed regionally.

• Lead times vary by shipping method: sea freight averages 3–6 weeks depending on origin.

Expanding into Latin America requires more than just exporting product—it demands localized go-to-market strategies. In Panama, food product distribution is concentrated in urban supermarkets, traditional corner stores (pulperías), and increasingly, ecommerce platforms.

Entry Strategy Options:

• Partner with Local Distributors: They already have relationships with key buyers and understand regulatory nuances.

• Private Label / OEM Entry: Supply local retailers with white-labeled goods under their own brand.

• Retail Chain Engagement: Engage directly with buyers at chains like Super 99, Riba Smith, and El Machetazo.

• Online Channels: Use third-party logistics to fulfill orders via Uber Eats, PedidosYa, or native grocery platforms.

Tips for Market Entry:

• Adapt packaging to Spanish, considering cultural preferences (e.g., flavor variants, spice levels).

• Participate in local trade shows (e.g., ExpoComer Panama) to build relationships.

• Offer promotional support to retailers: sampling, POS materials, introductory discounts.

Pro Tip: Retailers in Panama often demand proof of market success in other countries, so leverage testimonials and case studies in your outreach.

Panamanian consumers are increasingly sophisticated, blending global taste preferences with local traditions. Missteps in flavor profiles, packaging, or messaging can hinder adoption—even if your product is high-quality.

What to Localize:

• Language: All packaging, marketing, and documentation must be in Spanish.

• Flavor Preferences: Sweet, spicy, and tropical flavors tend to perform well.

• Package Size: Smaller SKUs often work better in corner stores and for price-sensitive consumers.

• Brand Positioning: Emphasize quality, freshness, and health where applicable. Claims like “imported from [country]” carry weight if the country is trusted (e.g., USA, Italy).

Cultural Insight:
In Panama, brand trust is built through in-store visibility, word-of-mouth, and alignment with local shopping habits. Sampling programs and in-store displays can significantly boost conversion.

At GetRetailAccess.com, we specialize in helping international food brands break into Latin America with confidence.

• Match with verified food distributors

• Navigate customs and compliance

• Build localized go-to-market strategies

• Develop pricing and channel plans

• Launch in Panama—then scale across LATAM