Understanding FMCG Packaging, Barcodes and Pallet Configurations

International FMCG buyers often compare products by brand and unit price, but packaging details can determine whether an order is commercially suitable. The barcode, label language, units per case, cases per pallet, pallet height and remaining shelf life all affect resale, transport and customs preparation.

A product can have the correct brand name while still being the wrong retail version for the destination market. Buyers sourcing from Europe should therefore confirm the exact SKU and the complete packing configuration before accepting an offer.

This guide explains the information importers, distributors and retailers should request when buying branded FMCG products from Europe.

Why FMCG packaging details matter

Packaging information connects the retail product to the physical shipment. It helps the buyer understand what customers will see, how many units are being purchased and how the products will fit into storage and transport.

Small differences can change the order:

• A beverage can be available in several volumes.
• The same detergent brand can have different formulas and label languages.
• A chocolate product can have several retail and case formats.
• A bottle can be returnable, non-returnable or covered by a national deposit system.
• The same number of pallets can contain different total quantities because the case and pallet configurations differ.

That is why a professional quotation should identify more than the general product name.

Confirm the exact product and market version

Start with the complete product description. Depending on the item, the buyer should confirm:

• Brand and product name
• Flavour, formula or variation
• Unit size or volume
• Packaging type, such as can, bottle, jar, pouch or box
• Barcode or GTIN
• Country of origin
• Label language
• Deposit or returnable-packaging markings
• Best-before or expiry information

Buyers can browse Ortu’s ranges of wholesale beverages, food and confectionery, cleaning products and personal-care products. The exact version still needs to be confirmed for each quotation.

What a barcode can—and cannot—confirm

A barcode is useful when similar products exist in several sizes or market versions. The number most buyers call an EAN is part of the GS1 identification system. GS1 explains that a Global Trade Item Number identifies a trade item.

A barcode should be checked together with the full product description. It does not independently confirm current stock, shelf life, carton quantity, label suitability or product condition.

Verifying a 22-pallet Heineken configuration

For one wholesale Heineken 0.33-litre one-way-glass order, the commercial quantity had to be calculated from the confirmed case and pallet configuration—not from the pallet count alone.

The stock was packed as 24 bottles per carton and 84 cartons per pallet. This produced 2,016 bottles per pallet. For 22 pallets, the complete order contained 1,848 cartons and 44,352 bottles.

Confirming these figures allowed the buyer to compare the bottle price, carton total, pallet value and full shipment quantity on the same basis. It also ensured that the quotation and packing information matched the physical order. Buyers considering Heineken beer wholesale should confirm the exact bottle or can format because another configuration can produce different totals.

Understand units per case

The case is the normal commercial handling unit for many FMCG products. Retail units are usually supplied in complete manufacturer cases rather than removed individually.

Ask for:

• Retail units per inner pack, if applicable
• Inner packs per master case
• Total retail units per case
• Case dimensions
• Net and gross case weight
• Whether the case is manufacturer sealed

Never compare two case prices until the units per case are known. A cheaper case containing fewer retail units can have a higher real unit cost.

Why an unusual case quantity changed the calculation

For one full-truckload enquiry for Pringles 165g, the confirmed configuration was 19 retail units per carton and 90 cartons per pallet. The carton quantity was important because buyers can easily assume that a standard case contains a round number such as 12, 18 or 24 units.

At 19 units per carton, each pallet contained 1,710 retail units. Across 33 pallets, the complete order contained 56,430 units. Using an assumed case quantity would have produced an incorrect unit total, pallet value and landed-cost calculation.

The example shows why buyers should confirm the real manufacturer case before comparing offers. The current Pringles wholesale product page can be used to request the available flavour, pack size, case quantity and pallet configuration.

Understand cases per pallet

Cases per pallet determine the total retail quantity, pallet value and transport efficiency. The number is affected by case dimensions, product weight, pallet footprint, safe stacking height and warehouse requirements.

A pallet description should include:

• Pallet type and footprint
• Cases per layer
• Number of layers
• Total cases per pallet
• Total retail units
• Pallet height
• Net and gross weight
• Whether the pallet can be double stacked

For example, 330ml beverage cans are often supplied in 24-unit cases, but the cases per pallet can vary. Buyers should use the confirmed configuration for the offered stock rather than a general figure found online.

Euro pallets, industrial pallets and export pallets

European shipments can use different pallet formats. The familiar Euro pallet footprint is not the only option, and a buyer should not assume that every product arrives on an exchangeable EPAL pallet.

Ask whether the quotation includes:

• EPAL or another pallet type
• One-way export pallets
• Pallet exchange or deposit charges
• Heat-treated wooden packaging when required
• Plastic or other destination-approved pallets

Wood packaging moving across certain borders can be subject to ISPM 15 requirements. The Dutch government explains that relevant wood packaging such as pallets and crates must carry the required IPPC treatment mark.

Pallet height, weight and transport capacity

Pallet quantity alone does not determine how much fits in a truck or container. Height and weight can be the limiting factors.

Before transport is booked, confirm:

• Total pallet count
• Dimensions of every pallet
• Gross weight per pallet
• Total shipment weight
• Whether pallets are stackable
• Any height restrictions at collection or delivery

Heavy products such as beverages, detergents and glass bottles can reach weight limits before the available floor space is used. Light but bulky goods can create the opposite problem.

Ortu’s mixed-pallet FMCG service and container-export service are planned around confirmed case dimensions, product compatibility and shipment capacity.

Mixed-pallet packing requires additional planning

A mixed pallet combines complete cases of different products. It can help an international buyer test a broader range without purchasing a complete pallet of every SKU.

The pallet still needs to be safe and commercially sensible. Ortu reviews:

• Case weight and dimensions
• Fragile or crushable packaging
• Food and non-food separation
• Glass-bottle handling
• Strong odours or chemical products
• Product orientation and pallet stability
• Shelf life for every SKU

Heavy cases normally sit below lighter or more fragile products. Food and beverages should not be combined carelessly with detergents or strongly scented household products.

Labels and destination-market suitability

Label language and mandatory product information should be checked before the products are purchased. Requirements differ by product and destination.

For sales within the EU, the Dutch government advises businesses to check product requirements, local legislation and language rules. International buyers remain responsible for confirming the requirements of their own destination with the appropriate authority or qualified representative.

If additional labels are required, decide who supplies the approved text, who applies the labels and when the finished goods will be inspected. These steps can affect cost and lead time.

Packaging information buyers should request

Use this checklist for every SKU:

1. Exact product name and variation
2. Unit size and packaging type
3. Barcode or GTIN
4. Label language and market version
5. Country of origin
6. Units per case
7. Cases per layer
8. Layers and total cases per pallet
9. Pallet dimensions and gross weight
10. Remaining shelf life
11. Deposit or returnable-packaging markings
12. Photos of the offered stock where required

For a wider overview of the buying process, read How to Buy FMCG Products Wholesale and Ortu’s FMCG Sourcing Guide.

Frequently asked questions

Is an EAN the same as a GTIN?

EAN is an older term commonly used for a GS1 product number. GTIN is the broader current term. Buyers should still compare the number with the product name, size, packaging and market version.

How many cases fit on an FMCG pallet?

There is no single answer. The quantity depends on case dimensions, weight, pallet footprint, maximum height and safe stacking configuration. Request the confirmed cases per pallet for the exact stock offered.

Can products be removed from manufacturer cases?

Wholesale FMCG products are normally supplied in complete sealed cases. Repacking can add labour, materials, lead time and risk. Any change should be agreed before the order is confirmed.

Can food and cleaning products share a mixed pallet?

They should not be combined without a compatibility assessment. Leakage, odour and contamination risks must be considered. Separation can be required depending on the products and route.

Why does pallet height matter?

Pallet height affects vehicle capacity, warehouse access, stackability and transport cost. A pallet count without dimensions and weights is not enough for an accurate freight quotation.

Request confirmed FMCG packing information

Ortu Wholesale BV supports importers, distributors, wholesalers and retailers sourcing branded FMCG products from Europe. Quotations can confirm available product versions, case quantities, pallet configurations, shelf life and delivery options.

Send your company details, product list, quantities and destination through the Ortu wholesale quotation form. Include any mandatory barcode, label language, pallet height or destination-packaging requirement at the start of the enquiry.