The battle for a place on a retailer’s shopping list is now won or lost before they even enter a depot, according to a new study commissioned by FrieslandCampina. The research, conducted with Lumina Intelligence, reveals that increasing cost pressures are forcing retailers to become more reactive and price-savvy, fundamentally changing how they plan their purchasing.
The "Retailer Path To Purchase Study" found that retailers are navigating significant financial pressures, with 36 per cent citing the cost-of-living and rising operational costs as the biggest challenge to their business.
These pressures have led to a highly considered "pre-shop" planning phase, where retailers actively search and evaluate their options before committing to a purchase:
- Retailers compare prices across every channel, making visibility fundamental at every touchpoint. The most common place to check prices is wholesaler websites and apps, with 56 per cent of retailers saying they use these channels to check prices before they shop.
- Email is the most powerful tool for reaching retailers, with 64 per cent preferring to receive updates and offers this way and 41 per cent using emails to get category advice, showing that digital communication from wholesalers is key.
- Retailers are visiting an average of three different wholesalers a week, both online and in-depot, to find the best deals.
- While online is a primary route to market, 33 per cent of retailers cited in-depot promotions as the main reason they would visit a cash and carry in person.
Crucially, the study identifies a significant window of opportunity. While retailers are in this active "search and evaluate" mode, there is a 64 per cent chance for brands and wholesalers to directly influence their buying decisions before they have finalised their shopping list. This highlights a shift in the wholesaler's role from a simple supply point to a primary category advisor.
“This research confirms that the path to purchase has evolved,” said Adam Tidbury, Category Marketing Manager at FrieslandCampina. “Retailer buying decisions are no longer made solely at the fixture but are being heavily shaped during a highly active pre-shop phase. With retailers under pressure, they are looking for genuine value and clear profit-on-return, and they are using every tool at their disposal to find it.
“To win retailer trust and secure shelf space, brands and wholesalers must provide clear, consistent margin and value messaging that lands during this planning stage. Visibility across email, wholesaler apps, and even WhatsApp is essential. By acting as trusted advisors and providing the right information at the right time, we can help our retail partners make confident purchasing decisions before they even reach the depot.”
The study concludes that while a strong digital pre-shop strategy is essential, the physical depot remains a vital environment for converting interest and gives retailers the ability to find and experience new products in a face-to-face environment.
Source for all data: Lumina Intelligence, Friesland Campina Wholesale Depot Bespoke Study, March 2026