Beyond Meat at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Beyond Meat is a brand specializing in plant-based meat alternatives, offering a range of products that mimic the taste and texture of traditional meat.
It’s already on the shelf here, with 3 SKUs across 3 categories. The growth is depth and breadth: 1 category to widen and 4 new doors to enter.
Lead with Beyond Sausage, Plant-Based Sausage Links, Brat Original in Vegetarian Sausages.
Fairfax Market stocks vegetarian sausages thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 12 other Bay Area grocers.
The more differentiated opening is vegetarian sausages: Fairfax Market stocks only 2 there, so Beyond Meat Beyond Sausage, Plant-Based Sausage Links, Brat Original stands out rather than blending in.
Fairfax Market merchandises 7 of the 11 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 80/100.
enters a thin vegetarian sausages shelf as a point of difference.
The full runway
Every category Beyond Meat 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 5 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Beyond Meat’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 →
