The New Rules of Retail Pitching in 2025

Retail pitching has always been a high-stakes game for consumer packaged goods (CPG) founders. In 2025, however, the rules have shifted more dramatically than at any point in recent memory. Retailers are more selective, consumers are more demanding, and capital is harder to secure. Founders who walk into a pitch room with the same decks and talking points that worked five or ten years ago will struggle to break through. Success today depends on a new set of strategies that balance clarity, numbers, and storytelling.

This article breaks down what has changed, why it matters, and how CPG founders can build pitches that resonate with modern retail buyers.

Why the Retail Pitch Has Changed

The landscape of retail has been reshaped by three powerful forces.

1. Consumers have become more value-driven and selective. According to McKinsey’s State of the Consumer 2025, buyers are no longer just interested in convenience. They want brands that align with their values, deliver affordability, and can back up health or sustainability claims with real data.
2. Retail buyers are under pressure to deliver both profit and category growth. Shelf space has always been competitive, but with inflation, supply chain strain, and shifting loyalty, retailers are scrutinizing every new SKU for financial discipline.
3. Innovation is being measured by speed and relevance. A Siemens blog on CPG innovation highlights how brands that can quickly adapt product development and respond to consumer shifts are better positioned than those that simply release more products.

The result is that retail pitches in 2025 must be tighter, smarter, and more attuned to both consumer and buyer expectations.

The Old Pitch: What No Longer Works

For years, many founders built retail pitches around passion and product. A typical deck might include:

• The founder’s story and why they launched the product.
• A description of the ingredients or sourcing.
• A set of lifestyle images showing consumers enjoying the brand.
• A rough idea of price and margins.

While these elements are still useful, they are not enough on their own. Retail buyers hear dozens of pitches every week. Passion is admirable, but without proof points, it rarely moves the needle. Similarly, claims about sustainability or quality need to be backed by credible data, not just marketing language.

In short, the “heart-only” pitch is outdated. In 2025, pitches must combine heart and numbers.

The New Rules of Retail Pitching

Here are the principles that every founder should build into their pitch strategy.

1. Lead with Category Growth, Not Just Brand Story

Buyers are gatekeepers for entire categories. They are judged on whether the brands they bring in help those categories grow. That means founders must show:

• How their product increases basket size.
• Evidence that it attracts a new type of shopper or satisfies unmet demand.
• How it complements existing items rather than cannibalizing them.

A great way to frame this is: “Here is how we expand your category and why your shoppers will thank you.”

2. Numbers Are Non-Negotiable

Velocity, gross margin, promotional allowances, and slotting are not optional topics. They are core to the conversation. If you cannot explain your unit economics and trade spend strategy, buyers will pass.

This is where resources like the Unit Economics Tool from Come Sell or High Water become invaluable. By running the numbers in advance, founders can speak with confidence about profitability and sustainability.

3. Prove Repeatability, Not Just Trial

Sampling and promotions can drive trial, but repeat purchase is what creates long-term shelf success. Buyers want to see early evidence of repeat rates, whether through direct-to-consumer sales data, small retail pilots, or consumer survey insights.

4. Show Retailer-Specific Alignment

A one-size-fits-all pitch is a red flag. Tailor each presentation to the retailer’s goals, shopper demographics, and category performance. If a retailer is pushing private label, explain how your brand still offers differentiation. If they are focused on premiumization, frame your story around value-added positioning.

5. Balance Storytelling with Data

The founder’s journey still matters. A compelling personal story helps humanize the brand. But it must be balanced with category insights and financial proof points. The art is weaving the two together so the pitch feels both credible and memorable.

Common Pitfalls in 2025

Even as founders update their pitches, there are still traps that can derail them.

• Overcomplicating the deck: Buyers don’t want 40 slides. Aim for clarity and brevity.
• Ignoring competition: Pretending you don’t have competitors signals naivety. Acknowledge them and explain your edge.
• Weak promotional planning: Retailers expect thoughtful promotion calendars, not last-minute discounts.
• Underestimating slotting and chargebacks: Hidden costs can sink a brand. Acknowledge them upfront and explain how you will cover them.

A Tactical Framework for Your 2025 Pitch

To put these rules into practice, here’s a step-by-step structure founders can follow.

1. Open with category context. Show you understand the retailer’s world.
2. Introduce your brand. Share your story, values, and what makes you unique.
3. Present consumer proof. Highlight trial data, repeat purchase rates, or testimonials.
4. Dive into financials. Show your unit economics, margins, and promotional plan.
5. Demonstrate category impact. Explain how you expand or elevate the retailer’s category.
6. Tailor the close. Offer retailer-specific strategies, from in-store demos to digital co-marketing.

By following this flow, founders can ensure they cover both emotional and analytical ground.

Case Study: A Tale of Two Pitches

Consider two fictional founders pitching snack bars in 2025.

• Founder A walked in with a story about her passion for clean eating. She shared lifestyle images, explained her ingredients, and offered free samples. But when the buyer asked about velocity projections and trade spend, she had vague answers. The pitch ended without a follow-up.
• Founder B also told her personal story, but she backed it up with data from a regional pilot showing strong repeat purchase. She had detailed margin and slotting plans, and she explained how her product attracted younger consumers who were not currently shopping that aisle. The buyer saw a credible partner who could drive category growth.

The difference was not passion but preparation.

Why Professional Guidance Matters

The complexity of retail pitching in 2025 is why many founders turn to experienced advisors. At Come Sell or High Water, we specialize in helping small brands think like big ones. From refining the deck to sharpening the financials, we prepare founders to walk into pitch rooms with clarity and confidence.

Sometimes the difference between a “yes” and a “not yet” comes down to a single slide, a single proof point, or a single number. Getting those right requires perspective from both sides of the desk—the founder’s passion and the buyer’s expectations.

Final Thoughts

Retail pitching has never been easy, but in 2025 it is more demanding than ever. The new rules emphasize speed, discipline, and alignment with both consumer and buyer needs. Founders who update their strategies will stand out, while those clinging to outdated approaches will struggle to earn shelf space.

If you are preparing for retail conversations this year, ask yourself:

• Do I understand the buyer’s priorities as well as the consumer’s?
• Can I confidently speak to my numbers?
• Is my pitch tailored, concise, and credible?

If the answer is uncertain, it might be time to rethink your approach.

👉 Ready to refine your pitch? Contact Come Sell or High Water to learn how we help founders turn opportunities into outcomes.