Local expertise

🇬🇧Expanding into United Kingdom?

Žito Consulting brings hands-on FMCG and strategic expertise to the United Kingdom, delivered in English and French.

The United Kingdom is one of Europe's most sophisticated — and most unforgiving — FMCG markets. Tesco, Sainsbury's, Asda, Morrisons, Aldi, Lidl and the discounters shape category economics, while post-Brexit trade rules have changed the cost of getting products onto British shelves.

We help international brands enter and scale in the United Kingdom by building the right channel strategy across grocery multiples, discounters, convenience, wholesale and e-commerce. Post-Brexit customs, labelling and import logistics are now part of every commercial plan — and getting them wrong erodes margin before the first listing is signed.

Our engagements in the UK cover retailer negotiation, revenue growth management and interim commercial leadership. We prepare the business case that a UK buyer will actually sign — with realistic trade-investment ratios, promotional mechanics and a pricing architecture built for the British market.

Why United Kingdom is complex

Three local realities that shape how international brands win — or lose — in United Kingdom.

Concentrated, disciplined grocery retail

A handful of multiples and two aggressive discounters control most FMCG volume. Listing terms, promotions and own-label competition leave little room for weak positioning.

Post-Brexit trade complexity

Customs declarations, rules of origin, labelling and import logistics add cost and lead time. EU brands need a realistic landed-cost model before negotiating listings.

Promo-driven consumer behaviour

British shoppers are among Europe's most promotion-responsive. Without a clear pricing architecture, brands drift into permanent discounting and margin erosion.