As a premium Francophone F&B manufacturer, you may overlook Australia in favour of larger export markets like China or the United States. But do not underestimate the potential down under.
Australia ranks among the world’s wealthiest nations by per capita income. Its consumers are willing to pay a premium for high-quality imported goods, especially in urban centres like Sydney and Melbourne, where gourmet and “affordable luxury” products thrive. French wines, cheeses, and other European specialities are often widely perceived as benchmarks of quality.
Also, with nearly 30% of Australians born overseas, European heritage runs deep in Australia, and so does the appetite for authentic European food culture.
That said, exporting to Australia is not without its challenges. Strict biosecurity laws and the sheer distance from Europe create real barriers that only the best-prepared brands can overcome.
In this blog, we outline a 10-point diagnostic to help you assess your export readiness for the Australian market and identify what it takes to get your products on Australian shelves.
#1. Product-Market Fit
Many European F&B brands assume that if a product is “Made in Europe,” it will automatically succeed in Australia.
That assumption is risky.
While European consumers often favour rich, bold flavours like strong cheeses or bitter aperitifs, Australian palates tend to lean lighter, fresher, and milder. Products that are too niche or intense can easily scare off consumers.
A classic example of misreading the local taste is Starbucks’ failed expansion into Australia. When it launched in 2000, Starbucks brought its American-style, sweetened coffee menu, but it clashed with Australia’s deep-rooted espresso culture, shaped by decades of Italian and Greek migration. Within eight years, Starbucks closed 61 of its 84 stores, losing over $143 million.
So, if you are a premium European F&B brand eyeing expansion into Australia, you should:
- Research the market: Understand how Australians eat, drink, and buy.
- Adapt your offer: Recalibrate flavours, packaging, or positioning.
- Respect the culture: Align with local food values and expectations.
#2. Price & Margin Reality Check
European brands often carry a premium image, but that does not give them a free pass to overcharge. High quality must still feel like good value.
Yes, Australia has strong purchasing power, but rising living costs mean consumers are more selective. Even loyal premium buyers expect pricing to be both justifiable and competitive.
Many F&B brands underestimate the true cost of export. Import duties, distributor and retailer margins, logistics, and promotional expenses can quickly erode profits. Without a clear pricing and margin strategy, staying in the market becomes unsustainable.
St. Dalfour is a great example of getting this right. Known for its premium French fruit preserves, the brand conducted detailed market research before entering Australia. It set price points that reflected its value while remaining accessible to local consumers, allowing it to expand globally without sacrificing profitability.
The key takeaway? Your pricing strategy is not just about brand prestige; it is also about staying viable in-market.
#3. Regulatory & Compliance Readiness
Australia enforces some of the world’s strictest biosecurity and food safety standards, and exporters who are not fully prepared can face serious consequences.
Beyond meeting detailed requirements for labelling, allergens, and certifications (such as organic or halal), major retailers like Coles and Woolworths may carry out unannounced audits of your manufacturing facilities. Furthermore, the consequences of non-compliance with Australian biosecurity laws are severe.
Penalties include:
- Shipment delays or rejections – goods may be held at the border, re-exported, or destroyed at the importer’s expense.
- Fines up to AUD $12,600 for first-time corporate offences.
- Fines up to AUD $444,000 or 10 years’ imprisonment for serious or repeated breaches under the Biosecurity Act 2015.
- Suspension or cancellation of import approvals, effectively blocking access to the Australian market.
#4. Supply Chain Capacity
Exporting perishable goods from Europe to Australia presents significant logistical challenges. The vast distance alone requires meticulous planning to ensure products maintain their quality and shelf life upon arrival.
Perishable items, such as gourmet cheeses or speciality meats, require controlled temperature environments throughout transit. Any deviation can compromise product integrity, leading to spoilage and financial loss. Moreover, coordinating with reliable local distributors is crucial to navigate the “last mile”, ensuring timely delivery to retailers and consumers.
Thus, premium European F&B brands should consider partnering with reputable cold chain logistics providers who offer temperature-controlled transport and regulatory expertise, helping ensure product integrity throughout transit and compliance with Australian standards.
#5. Route-to-Market Strategy
Australia offers a variety of distribution channels, from retail and e-commerce to foodservice and speciality stores. Each comes with its own set of dynamics, so it is important to choose the route that best suits your product, positioning, and target audience.
A strong competitor analysis will set you apart. The brands you compete with in gourmet retail may be very different from those in hospitality or online. Understanding who you are up against in each space helps you fine-tune your offer and spot opportunities others might miss.
Visibility is also essential. Even the best product will not sell if consumers do not see it. Your strategy should focus on how to get your products in front of customers, whether on store shelves, menus, or digital platforms.
One brand that has done this successfully is Mövenpick. The Swiss premium ice cream producer built its presence in Australia through a mix of retail distribution, franchised parlours, and partnerships with hotels and restaurants. This multi-channel approach helped them reach a broader audience and cemented their presence as one of Australia’s luxury ice cream brands.
#6. Brand Story
In Australia, storytelling is deeply ingrained in the consumer psyche. Australians value authenticity and are drawn to brands that share genuine narratives reflecting their heritage, values, and purpose. A compelling brand story fosters trust, drives loyalty, and differentiates your product in a noisy market.
For European F&B exporters, it’s crucial to craft a narrative that not only highlights your product’s origin and quality but also how it connects with Australian cultural values.
Take Pernod Ricard, for example. As a French wine company, they successfully expanded their St Hugo wine brand in Australia by partnering with Australian Formula 1 driver Daniel Ricciardo. As a national icon and accomplished athlete, this partnership blended French luxury with Australian pride, creating a narrative with strong cultural resonance.
#7. Go-To-Market Budget & Timeline
Expanding into Australia requires more than a great product; it demands a clear financial and operational game plan. European F&B exporters need to ensure they have sufficient budget to cover marketing, promotions, local staffing, distribution, and even influencer partnerships, if applicable.
A common pitfall is assuming that domestic success will easily translate abroad. In reality, each market has its own cost structures and timeframes. For instance, getting your product on shelves at major retailers like Coles or Woolworths can take anywhere between 6 to 12 months from first contact to in-store launch, depending on your product category and level of readiness.
#8. Retail & Channel Network Access
Australia’s retail market is highly consolidated, with major players like Coles, Woolworths, and Metcash dominating shelf space. For European F&B brands, the right distributor is not just helpful; it is essential.
Too often, brands hastily sign with the first distributor they meet at a trade show, only to face misalignment and strained relationships. As our senior advisor Mike Todd puts it in his most recent blog, finding the right distributor is like choosing a long-term partner: you need a shared vision, mutual trust, and most importantly, a solid contract to protect the relationship when challenges arise.
#9. Operational & Cultural Fit
Getting products into the country is only half the battle; operating effectively in-market is the other. From training sales reps to navigating business norms, cultural fluency matters.
Australian business culture favours transparency, speed, and direct communication, traits that may differ from European practices. Your local team will be the face of your brand, so ensuring they are equipped and culturally attuned is key to winning over partners and consumers alike.
#10. Long-term Commitment & Resources
Breaking into the Australian market is already a significant achievement, but staying in is the real challenge. The market’s distance, complexity, and cost structure require sustained investment and a long-term mindset.
Thus, success will depend on how well you promote your brand locally, whether through ongoing brand awareness efforts, expanding your distribution network, or investing in local partnerships.
In short, exporting to Australia is like a marathon, not a sprint. Ensure your budget, team, and strategy are built to last.
Conclusion
Expanding into Australia can be a powerful growth move for premium European F&B brands, but only if you are genuinely export-ready.
From aligning with local tastes to navigating logistics, pricing, compliance, and distribution, success in this market requires much more than a quality product. It demands strategy, structure, and the right local insights.
If you are serious about making your mark in Australia, do not leave your export journey to chance.
Book a free 20-minute strategy session with Nicolas Briand, our senior advisor in premium food and beverage market entry. With deep expertise in helping Francophone brands enter Australia and the wider APAC region, Nicolas can help you pressure-test your export plans and identify the next right steps for your brand.
