Del Real at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Del Real is a grocery brand specializing in dried fruits and desserts, with a focus on organic products.
It’s already on the shelf here, with 7 SKUs across 4 categories. The growth is depth and breadth: 1 category to widen and 5 new doors to enter.
Lead with Carnitas in Other Prepared Pork.
United Markets stocks other prepared pork thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
United Markets carries crackers in real depth, 224 SKUs against a fleet median of 85, 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 other prepared pork: United Markets stocks only 3 there, so Del Real Carnitas stands out rather than blending in. Lead with the other prepared pork, and position the crackers as a finishing or gift item.
United Markets merchandises 9 of the 9 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 50/100.
enters a thin other prepared pork shelf as a point of difference.
The full runway
Every category Del Real 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 3 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Del Real’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 →
