Bragg at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
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 9 SKUs across 7 categories. The growth is depth and breadth: 4 categories to widen and 2 new doors to enter.
Lead with Apple Cider Vinegar, Organic, Raw, Unfiltered in Apple Cider Vinegar.
United Markets 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: United Markets stocks only 6 there, so Bragg Apple Cider Vinegar, Organic, Raw, Unfiltered stands out rather than blending in.
United Markets merchandises 10 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 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 2 of 10 SKUs. Room to widen the line.
On shelf here, but only 2 of 5 SKUs. Room to widen the line.
How it prices
Where it would price in apple cider vinegar. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Bragg (orange) sits well above the shelf.
What to bring to expand
Bragg’s 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 →
