Arrowhead Mills at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Arrowhead Mills is a well-established American brand specializing in organic grain-based foods.
It’s already on the shelf here, with 12 SKUs across 8 categories. The growth is depth and breadth: 3 categories to widen and 2 new doors to enter.
Lead with Organic Buckwheat Flour, Gluten Free Flour, 22 oz Bag in Other Flours.
United Markets stocks other flours thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
United Markets carries cereal in real depth, 171 SKUs against a fleet median of 56, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is other flours: United Markets stocks only 12 there, so Arrowhead Mills Organic Buckwheat Flour, Gluten Free Flour, 22 oz Bag stands out rather than blending in. Lead with the other flours, and position the cereal as a finishing or gift item.
United Markets merchandises 12 of the 12 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 45/100.
enters a thin other flours shelf as a point of difference.
The full runway
Every category Arrowhead Mills plays in across the Bay Area grocers we track, and where it stands at United Markets. 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 1 of 3 SKUs. Room to widen the line.
On shelf here, but only 1 of 3 SKUs. Room to widen the line.
How it prices
Where it would price in other flours. Each dot is a product on the shelf, by its cost per oz (hover for which). Arrowhead Mills (orange) sits in line with the shelf.
What to bring to expand
Arrowhead Mills’ SKUs United Markets 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 United Markets’ 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. United Markets profile →
