The FMCG sector—also known as fast-moving consumer goods—is one of the most dynamic and competitive industries in Latin America. With a rising middle class, urbanization, and increasing retail sophistication, countries like Panama are becoming hotspots for global brands looking to expand their footprint.
Panama serves as a strategic launchpad for regional FMCG expansion thanks to:
A dollarized economy, providing stability for international brands
Efficient logistics infrastructure, including the Panama Canal, multimodal ports, and access to Central and South American markets
A growing retail sector, led by supermarket chains like Super 99, Riba Smith, El Machetazo, and newcomers in the convenience and pharmacy space
Additionally, Panama has seen increasing demand for imported personal care, snacks, beverages, cleaning products, and health-related goods, making it fertile ground for fast-moving consumer goods.
Let’s talk about getting your fast-moving consumer goods onto shelves in Panama and beyond. Get started here.
Getting fast-moving consumer goods into retail stores in Latin America involves several critical steps:
Before anything reaches the shelf, FMCG products must meet local regulations, especially for food, cosmetics, and hygiene items. Panama requires:
Product registration with the Ministry of Health (MINSA)
Spanish-language labeling with ingredients, expiry dates, and batch numbers
Proof of origin and certifications for organic or functional claims
To succeed in Panama and other LATAM countries, brands often work with local distributors who specialize in FMCG. These partners:
Manage import logistics and customs clearance
Have direct access to retail buyers and category managers
Handle local sales, warehousing, and invoicing
At GetRetailAccess.com, we help match your FMCG brand with the right distributors and retail partners to accelerate shelf placement.
Retail chains typically review new FMCG brands quarterly. To stand out:
Prepare a strong sell-in deck with pricing, margins, and promotional plans
Provide samples and planograms to show shelf appeal
Showcase global or regional success to build trust
Be ready to negotiate trade terms, shelf fees, and marketing budgets. In Panama, FMCG retail buyers expect proactive brand support to ensure products move quickly.
What makes Latin America attractive for FMCG?
High consumption rates in personal care, food, and household goods
Brand-driven loyalty, especially in urban middle-income segments
Retail fragmentation allows niche and challenger brands to compete alongside multinationals
Countries like Colombia, Peru, Costa Rica, and Chile each offer unique growth potential, but Panama remains a top choice for logistics, regional headquarters, and pilot launches.
GetRetailAccess.com supports FMCG brands from first contact to first order. Whether you’re a startup scaling into new territory or an established brand entering Panama, our team delivers localized strategies for:
Retail placement
Regulatory compliance
Distributor matchmaking
Trade marketing execution
Let’s talk about getting your fast-moving consumer goods onto shelves in Panama and beyond. Get started here.