Caputo at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 4 new doors to enter.
Lead with Pasta Fresca Flour in 00 Flour.
United Markets stocks 00 flour thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.
United Markets carries other flours in real depth, 12 SKUs against a fleet median of 5.5, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is 00 flour: United Markets stocks only 5 there, so Caputo Pasta Fresca Flour stands out rather than blending in. Lead with the 00 flour, and position the other flours as a finishing or gift item.
United Markets merchandises 5 of the 5 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 30/100.
enters a thin 00 flour shelf as a point of difference.
The full runway
Every category Caputo 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 1 of 2 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Caputo’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 →
