The development of the packaged food market emphasized the
necessity of an efficient distribution network. This has become a key factor in companies’ success by increasing the market coverage of the product, making it more accessible to consumers and raising brand awareness. Companies are increasingly focusing on modern channels such as supermarkets, hypermarkets and convenience shops for product launches or promotional campaigns, especially in urban centres. However, traditional retail channels, such as wet markets and independent grocery stores, are still dominant in suburban and rural areas, due mostly to underdeveloped infrastructure and limited consumer demand.