Better Oats at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 3 new doors to enter.
Lead with Steel Cut Maple & Brown Sugar Oatmeal in Steel Cut Oats.
Fairfax Market stocks steel cut oats thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 4 other Bay Area grocers.
The more differentiated opening is steel cut oats: Fairfax Market stocks only 5 there, so Better Oats Steel Cut Maple & Brown Sugar Oatmeal stands out rather than blending in.
Fairfax Market merchandises 4 of the 4 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 60/100.
enters a thin steel cut oats shelf as a point of difference.
The full runway
Every category Better Oats 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 1 of 2 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in steel cut oats. Each dot is a product on the shelf, by its cost per oz (hover for which). Better Oats (orange) sits below the shelf.
What to bring to expand
Better Oats’ 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 →
