Bragg at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Bragg is a well-established brand known for its commitment to natural wellness, offering products like apple cider vinegar, olive oil, and nutritional supplements.
It’s already on the shelf here, with 8 SKUs across 3 categories. The growth is depth and breadth: 2 categories to widen and 4 new doors to enter.
Lead with Apple Cider Vinegar, Organic, Raw, Unfiltered in Apple Cider Vinegar.
Fairfax Market stocks apple cider vinegar 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 apple cider vinegar: Fairfax Market stocks only 6 there, so Bragg Apple Cider Vinegar, Organic, Raw, Unfiltered stands out rather than blending in.
Fairfax Market merchandises 7 of the 10 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 65/100.
enters a thin apple cider vinegar shelf as a point of difference.
The full runway
Every category Bragg 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 3 of 10 SKUs. Room to widen the line.
On shelf here, but only 1 of 5 SKUs. Room to widen the line.
What to bring to expand
Bragg’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 →
