De Cecco at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
De Cecco is a prestigious Italian brand established in 1886, known for its high-quality pasta and related food products.
It’s already on the shelf here, with 30 SKUs across 18 categories. The growth is depth and breadth: 8 categories to widen and 4 new doors to enter.
Lead with Acini di Pepe, No. 78, Slow Dried in Other Pasta.
United Markets stocks other pasta 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.
The more differentiated opening is other pasta: United Markets stocks only 7 there, so De Cecco Acini di Pepe, No. 78, Slow Dried stands out rather than blending in.
United Markets merchandises 23 of the 25 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 30/100.
enters a thin other pasta shelf as a point of difference.
The full runway
Every category De Cecco 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 4 of 8 SKUs. Room to widen the line.
On shelf here, but only 3 of 8 SKUs. Room to widen the line.
How it prices
Where it would price in other pasta. Each dot is a product on the shelf, by its cost per oz (hover for which). De Cecco (orange) sits below the shelf.
What to bring to expand
De Cecco’s SKUs United Markets doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf · showing 24 of 30
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 →
