Why Many International Brands Fail to Enter the U.S. Market and How Distribution Evolution Offers a Solution

International brands around the world continue to view the United States as the premier destination for expansion, drawn by its large consumer base, retail infrastructure, and economic opportunity. Yet according to Nutritional Products International (NPI) Founder and CEO Mitch Gould, many companies underestimate the challenges involved in successfully entering the U.S. market.

According to Gould, the challenge is particularly pronounced for brands in the nutrition, health and wellness, beauty, personal care, and consumer packaged goods sectors. These categories often require a combination of regulatory oversight, retail relationships, distribution infrastructure, and consumer marketing expertise that can be difficult for international companies to assemble on their own.

For more than 20 years, NPI has helped international brands navigate those challenges through its Evolution of Distribution platform, a turnkey system designed to streamline U.S. market entry and growth. Gould, an expert in nutrition, distribution, and brand building with more than 35 years of industry experience, says the platform was created after repeatedly observing successful international brands struggle with the realities of expanding into the United States.

"Over the years, I worked with many companies that achieved tremendous success in their home markets and were ready to expand internationally," said Gould. "What many discovered was that entering the United States required far more than simply shipping products across the ocean. The regulatory environment, retailer relationships, logistics infrastructure, and marketing requirements are unlike anywhere else in the world."

"Many international brands assume that success in Europe, Asia, Australia, or South America will naturally translate to success in the United States," Gould continued. "In reality, the U.S. market operates differently. Companies often underestimate the complexity of regulatory compliance, distribution, retail placement, and consumer marketing. That's exactly why we created Evolution of Distribution."

The Evolution of Distribution model operates through several core pillars designed to support successful product launches and long-term brand growth. Global logistics and U.S. market entry: NPI manages international transportation, port coordination, customs handling, and warehouse intake. Product readiness and regulatory alignment: before products are introduced to buyers, NPI evaluates formulation, labeling, pricing, and marketing claims to ensure alignment with FDA, OTC, and retail standards. Market positioning and brand strategy: NPI works with brands to refine category positioning, packaging, and messaging. Retail and eCommerce placement: leveraging decades of relationships, NPI introduces brands directly to buyers at major retailers, specialty chains, pharmacies, and leading e-commerce platforms including Amazon and direct-to-consumer channels. Post-placement marketing and demand generation: once products reach store shelves or online marketplaces, NPI activates coordinated marketing initiatives to build consumer awareness, drive sales velocity, and support long-term brand growth.

By consolidating these functions, brands can reduce complexity, avoid costly missteps, and accelerate time to market. According to Gould, one of the key advantages of NPI's model is that it allows international companies to establish an operational presence in the United States without the need to immediately build their own infrastructure.

"We effectively become an extension of the brand's team in the United States," Gould explained. "We help manage everything from importation and warehousing to retailer introductions, distribution strategy, and ongoing promotional support. That allows companies to focus on innovation and growth while we help execute the U.S. market strategy."

Over the years, NPI has worked with numerous international brands while helping products gain exposure through relationships with major consumer brands and high-profile personalities. Gould's experience includes work with brands and figures such as Igloo, Rubbermaid, Sunbeam, Miracle-Gro, Steven Seagal, Hulk Hogan, Chuck Liddell, 8x Mr. Olympia Ronnie Coleman, and martial arts pioneer Bob Wall.

Gould brings more than 35 years of experience building brands across nutrition, distribution, retail, and e-commerce channels, helping companies navigate the increasingly complex intersection of product innovation, compliance, logistics, and consumer demand.

"As an expert in nutrition, distribution, and brand building, I've seen how much the market has evolved over the last three decades," Gould added. "But the fundamentals remain the same. Brands that succeed are the ones that combine strong products with the right strategy, the right relationships, and the ability to execute consistently."

Gould also reflected on his experience working with companies during the early development of Amazon's nutrition category, helping brands navigate one of the first major shifts toward digital-first distribution and e-commerce-driven growth.

"When Amazon's nutrition category was still developing, there was no roadmap," Gould said. "Brands had to learn how to compete in a completely new environment built around visibility, trust, reviews, and momentum. Those lessons still apply today, and they continue to shape how successful brands grow in both digital and traditional retail."