Sazón and SKU Rationalization: How Flavor Profiles and Pack Sizes Differ in Puerto Rico
- Alejandro Colon
- May 1
- 3 min read
It happens all the time. A mainland CPG brand enters Puerto Rico with a winning U.S. product line, only to see weak sell-through, slow turns, and puzzled retail partners. The issue isn’t the product quality — it’s a lack of cultural alignment.
What resonates in Miami or Chicago doesn’t always hit the same in Puerto Rico. From flavor preferences to pack sizes to pricing psychology, Puerto Rico is its own world — and you can’t treat it like a mini mainland.
At Alimerc, we help brands rationalize their SKUs and localize for success. Here’s what most brands get wrong — and how to adapt.
1. The Flavor Gap Is Real
Start with taste. Puerto Rican consumers know what they like — and they expect brands to understand it too.
Too bland? It won’t sell.
Too spicy? It won’t even get sampled.
Too different? It might catch attention, but it won’t convert without relevance.
Sazón (flavor) matters. Local favorites include garlic-forward profiles, citrus notes, and traditional seasonings like adobo, sofrito, and sazón criollo. If your flavor profile is generic or tailored for Midwest palates, it’ll feel disconnected.
What works: Brands that invest in island-specific formulations — or highlight flavor familiarity — see better velocity and stronger repeat purchase behavior.
2. Pack Sizes Must Match Local Realities
Many brands bring their mainland formats: single-serve packs, six-ounce jars, or $6.99 premium price points. But in Puerto Rico, family size matters — and so does value per unit.
Consider:
Larger families and multigenerational households
Price sensitivity in grocery budgets
Bulk buying behavior at stores like Econo, SuperMax, and Selectos
The result? Multipacks, larger formats, and value bundles often outperform the "trendy small format" SKUs that work in Whole Foods. If your product is priced as a treat instead of a staple, you’ll lose shelf space fast.
3. Island Merchandising Requires Simplicity
Shelf space is limited. Delivery systems are fragmented. And store managers want SKUs that move, not that sit.
If your product comes in eight flavor variants and four size options, expect pushback. SKU bloat is real — and Puerto Rican retailers are quick to cut underperformers.
We recommend brands start focused: a hero SKU in the right size, with one or two locally relevant flavor variations. Win the shelf before expanding the lineup.
4. Pricing Is a Conversation, Not a Spreadsheet
In many U.S. markets, price elasticity is tested with data models. In Puerto Rico, it's often tested at the shelf — by how fast something moves in a tight economy.
A $5.49 premium salsa might perform in a Brooklyn co-op, but not in Bayamón unless:
It has a local twist
It overdelivers in size
It’s positioned as a value for the quality
You can’t just convert mainland MSRP to pesos and hope for the best. You need local pricing strategy rooted in what families buy, not what HQ assumes.
5. Local Love Beats Global Cool
Puerto Rican consumers don’t chase hype — they chase heart. Products with perceived “Latino-authentic” branding often underperform when they don’t reflect the specific tastes and identity of Puerto Rico.
Want to win here? Be real. Be intentional. Build partnerships with local distributors, support stores with POP materials in Spanish, and show up like you belong — not like you’re “testing a new market.”
Conclusion: Local Wins. Always.
Flavor sells. Format matters. And pricing drives trial. If you’re bringing your product to Puerto Rico without rethinking these three pillars, you’re not localizing — you’re gambling.
At Alimerc, we help CPG brands rationalize their SKUs for real success in Puerto Rico. We know what sells, what flops, and how to position your product for long-term growth — not just a seasonal push.
