Arrowhead at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Arrowhead is a brand specializing in mountain spring water, offering both still and sparkling varieties.
It’s already on the shelf here, with 12 SKUs across 2 categories. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Fairfax Market merchandises 3 of the 3 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 30/100.
the categories it plays in are already deep here.
The full runway
Every category Arrowhead 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 7 of 13 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Arrowhead’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 →
