Distributors: How to know if your portfolio really meets market expectations

In both the UK and Spain, restaurateurs are working in a context of quickly changing expectations, as a result of the rise in flexitarianism, the pursuit of more convenient sizes, and heightened traceability and CSR (corporate social responsibility) requirements. Within this landscape, distributors should see their portfolios as continuously evolving strategic levers. Each and every product should be re-evaluated on a regular basis, to confirm that it still meets real market expectations. Swift and precise adjustments should then be made in order to seize upon new opportunities and maintain the relevance of the product mix. This work calls for observations on the ground, attentiveness to clients and solid partnerships with manufacturers capable of adapting their product lines.

1. Identify any signs of a gap between your portfolio and the market

The first indications of a gap aren’t always very dramatic. There might be a product whose sales have stopped growing despite the efforts you’ve been making, or you could see a growing proportion of off-catalogue orders, a poor rate of response to certain invitations to tender, or changes in consumer trends. For example, Greater London is known as the most vegan-friendly region, with 20% of inhabitants identifying as vegan, vegetarian or pescatarian, and 25% considering adopting one of those diets within the next year. This promises terrific new opportunities for egg product distributors.

Suggested action: Schedule a quarterly audit that cross-references sales data with feedback from the sales teams. If a product is rarely used or considered ill-suited, determine whether the problem stems from the format, the price, the practicality or a change in trends.

2. Evaluate and adjust your portfolio: Method on the ground

Evaluations should be well-organised and carried out on a regular basis. This means combining several approaches: data analysis, client feedback and direct observations. In the United Kingdom, strong growth in brunch and egg-centred restaurant concepts – like Egg Break and Bad Egg – is shining a light on demand for premium egg products that are easy to use and aesthetically appealing. Distributors that offered IQF loaded omelettes or ready-to-use quiches were able to quickly respond to this demand.

To take effective action:

• Talk to a panel of restaurateurs twice a year, asking them targeted questions about their favourite formats, frequency of use, kitchen constraints, and so on
• Observe how the products are actually used on the ground, especially by visiting points of sale and professional kitchens
• Launch market tests covering a limited number of clients before expanding a new format to your full catalogue.

3. Anticipate rather than endure: Incorporate monitoring into your sales management

In a constantly changing market, anticipation can provide a real competitive advantage. Active monitoring allows you to detect any emerging indications and adjust your portfolio before your sales begin to slow, transforming the shift into a growth opportunity.

In the United Kingdom, the rising requirement for vegetarian menus at certain institutions and the appeal of “Instagrammable” recipes have shown that eggs have a strategic role to play, when used in creative formats like egg bites and loaded omelettes. In Spain, the booming popularity of high-end brunches at boutique hotels – featuring preparations like eggs Villeroy breaded in panko and truffle – is opening up new possibilities for premium organic and free-range products.

To begin monitoring:

• Appoint a reference person on your team to track local and domestic trends and report back on product opportunities on a quarterly basis
• Take part in trade shows to detect new innovations and speak directly with chefs
• Work with partners like Cocotine to analyse market changes together and jointly develop appropriate products in response.

Here is a clear, directly usable **monitoring table for food service in Spain and the UK**:

4. Partner with a manufacturer to accelerate your adjustment time

Collaborating with an agile industrial partner will give you a strong competitive advantage, allowing you to quickly transform trends into concrete solutions tailored to local needs. Cocotine is a great example of this kind of partner, co-developing differentiating product ranges for each market. But this support extends beyond the product. It also includes the provision of ready-to-use visuals, recipes and sales arguments to bolster online purchases and inspire your restaurateurs. This approach turns you into a recognised influencer, more than just a simple supplier. Working with a co-operative brand of farmers means a combination of short supply chains, traceability and ethics – values that speak to guests as much as they do to chefs. It also means benefiting from having an agile industrial partner that is capable of swiftly converting market trends into concrete, differentiating products. Lastly, establishing regular meetings with your manufacturing partner will guarantee that your portfolio is always in line with the latest market insights and feedback from the ground.

🔹 Products designed and tailored for each market

UK: IQF omelettes plus quiches in response to the booming popularity of brunch.

Spain: Omelettes with soft centres and organic liquid egg products for institutional catering.

🔹 Support that extends beyond the product

At Cocotine, we don’t just deliver our products to you. We work with our clients to jointly develop our product lines, providing you with turnkey visuals, recipes and pitches to help boost your sales and inspire your restaurateurs. As a result, our distributors become more than just suppliers – they’re also influencers.

🔹 Lively, responsive relationships

Instituting quarterly updates with your industrial partner lets you adjust your portfolio based on emerging trends and feedback from the ground. This can be decisive in staying one step of ahead of the competition.

Cocotine is the co-operative that transforms your ideas into winning solutions.

Verifying your product portfolio’s alignment with the market is an ongoing process, not just an occasional exercise. By cross-referencing data analyses, feedback from the ground and proactive monitoring, you can rapidly adapt your catalogue to keep you relevant. In the British and Spanish markets, eggs and variations on eggs provide the ideal base for meeting customer expectations relating to convenience, CSR and culinary creativity. And with a partner like Cocotine, capable of adapting its formats and recipes to local requirements, you can convert every market change into an opportunity to stand out and grow.