Pilot Retail Audit for FMCG Products in Off-Premise and On-Premise Outlets, Phnom Penh
Background
The Fast-Moving Consumer Goods (FMCG) sector in Cambodia continues to grow, creating a need for reliable market intelligence on product availability, pricing, distribution, merchandising, and competitive presence. A retail audit provides a structured assessment of in-store execution, product visibility, stock availability, and pricing across retail channels.
Objective
The pilot study aims to evaluate the feasibility of conducting a continuous retail audit program in Phnom Penh and to generate baseline insights on FMCG product performance across different outlet types.
Scope of Work
The audit will cover two major trade channels:
Off-Premise Outlets: Supermarkets, minimarts, convenience stores, grocery stores, and traditional trade outlets where products are purchased for consumption elsewhere.
On-Premise Outlets: Restaurants, cafés, hotels, bars, and other establishments where products are consumed on-site.
Key Information to be Collected
Product availability and distribution
Stock levels and out-of-stock occurrences
Retail pricing and promotional activities
Shelf placement and share of shelf
Point-of-sale materials and merchandising execution
Competitive brand presence
Outlet profile and location information
Product assortment by outlet type
