Arm & Hammer at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Arm & Hammer is a versatile brand known for its baking supplies and cat supplies, particularly baking soda and clumping cat litter.
It’s already on the shelf here, with 2 SKUs across 1 category. The growth is depth and breadth: 1 category to widen.
Lead with Baking Soda in Baking Soda.
Fairfax Market stocks baking soda thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 6 other Bay Area grocers.
The more differentiated opening is baking soda: Fairfax Market stocks only 4 there, so Arm & Hammer Baking Soda stands out rather than blending in.
Fairfax Market merchandises 1 of the 2 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 25/100.
enters a thin baking soda shelf as a point of difference.
The full runway
Every category Arm & Hammer plays in across the Bay Area grocers we track, and where it stands at Fairfax Market. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.
On shelf here, but only 2 of 5 SKUs. Room to widen the line.
The store barely carries this category, so it is a hard sell.
What to bring to expand
Arm & Hammer’s SKUs Fairfax Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf
Presence and depth are measured from Fairfax Market’s current Bay Area storefront: its online catalog plus our shelf photos, a partial view. A widely-distributed brand shown as a new door may already be carried through channels we don’t index. Fairfax Market profile →
