Marketing Strategy for FMCG Products in Australia
Why Your Product Isn’t Flying Off the Shelf
You’ve got a great product. The packaging looks sharp. You’ve landed shelf space or maybe even gone online. But for some reason, sales aren’t where they should be.
Meanwhile, your competitor’s product, the one that isn’t even that good, is selling out.
If that sounds familiar, you're not alone. This is a common issue across the fast-moving consumer goods (FMCG) space in Australia.
The good news? It’s fixable. Let’s break down what’s going wrong and how to turn it around.
Where Most FMCG Brands Get Stuck
Let’s call it out. A lot of FMCG brands struggle because they:
Don’t have a clear brand identity
Try to sell to everyone, which means they connect with no one
Focus only on price instead of building loyalty
Say yes to every channel without a plan
Use generic ads that blend into the noise
The Australian market is competitive. Shoppers are spoiled for choice. If your product doesn’t instantly communicate who it’s for and why it matters, it will get ignored.
What Happens Without a Strategy
Without a marketing strategy, here’s what usually happens:
You end up in a discount race just to move stock
Retailers lose confidence and push you aside
You spend on ads but get no return
Customers buy once and never come back
Marketing isn’t just about promotion. It’s about building awareness, creating a connection, and driving loyalty. Without a plan, even great products fall flat.
The Fix: A Smarter FMCG Marketing Strategy
This isn’t about spending more. It’s about thinking smarter. Here’s how to build a strategy that works for today’s Australian market.
1. Get Clear on Your Positioning
Ask yourself:
Who is this for?
What problem does it solve?
Why should they choose your product over someone else’s?
Here’s a simple formula that works:
“We help [audience] solve [problem] with [product].”
Example:
We help busy Aussie parents pack healthy lunchboxes using no-prep snack packs.
If you can't say this in one sentence, your customer won’t get it either.
2. Pick the Right Channels
You don’t need to be everywhere. You need to be where your customers actually are.
For most FMCG brands, that includes:
TikTok and Instagram for bite-sized, visual content
Google Shopping ads for high-intent searchers
Retail media ads on Woolworths and Coles platforms
In-store point-of-sale displays for instant decisions
The goal is not to make noise but to show up when and where it matters.
3. Promote With Purpose
Australians love a deal, but they love value more.
Try:
Buy one, get one free promotions
Product bundles based on lifestyle or season
Collaborations with local creators
In-store tastings and trials
Free samples via GoodnessMe or Bellabox
Make sure each promotion tells a story or solves a problem.
4. Be Authentically Local
Australian shoppers appreciate transparency and homegrown values.
How to make that real:
Use real Aussie faces in your ads
Share where your ingredients come from
Talk about your story and why you started
Keep the tone relaxed and conversational
Partner with Aussie creators who actually use your product
Don’t just say you're local. Show it.
5. Create Content That Helps
Think beyond just selling. Teach something. Inspire action.
Content ideas:
Quick recipes using your product
How-to guides or product comparisons
Customer reviews or behind-the-scenes peeks
Educational posts like “what’s really in your muesli bar?”
This builds trust, which leads to sales.
6. Measure What Matters
Marketing is never set and forget. You need to know what’s working.
Track:
Which ads get the most clicks or sales
What posts spark comments or shares
How repeat buyers behave
What price points perform best
What promotions actually move stock
Use tools like Google Analytics, Shopify, Meta Ads, or even simple spreadsheets. Test. Learn. Adjust.
What the Experts Recommend
From platforms like Zapier, SellerApp, and PitchLabs, here are strategies top-performing FMCG brands are using:
Retail media networks are growing fast. Ads on Coles or Woolies websites help target customers at the point of purchase.
A multi-brand strategy helps cover multiple segments without confusing shoppers.
AI tools are saving time and boosting personalisation. They’re being used for ad testing, email flows, and content generation.
You don’t need to do it all. Just pick what fits your brand best.
FAQs
What is the marketing strategy of FMCG products?
A strong FMCG marketing strategy focuses on clarity, consistency, and connection. Your product needs to be easy to understand, easy to find, and easy to remember. That includes clear messaging, great packaging, and simple promotion through the right channels.
How to increase sales of FMCG products?
Sales go up when you:
Make the packaging eye-catching
Offer value bundles
Share reviews or testimonials
Run campaigns at the right time
Get stocked in major retailers
Stay in front of your customer with content and email
It’s not one big move. It’s doing the small things right, over and over.
What is your marketing strategy for your products?
At Quirk Design Studio, we always start with the customer. We figure out what they want, then design around that. Our strategy includes:
Crafting a brand identity that connects
Designing packaging that works both online and on shelf
Planning campaigns that solve real problems
Testing and tweaking based on real data
We don’t guess. We create with purpose.
Final Thoughts
If you’ve got a great product, it deserves great marketing.
The FMCG space in Australia is fast. Customers move on quickly. But the brands that succeed are the ones that stay clear, helpful, and relevant.
Your product already solves a problem. Let’s make sure your marketing shows it.