Don Chilio at Sprouts Farmers Market
Sprouts Farmers Market is a natural independent running 1 Bay Area store, mid-size at about 20,322 sq ft each, indexing high on clean-organic versus other Bay Area grocers.
Don Chilio isn’t on Sprouts Farmers Market’s shelf yet. The opening: 2 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Chile Crisp, Serrano, Medium Hot in Chili Oil.
Sprouts Farmers Market stocks chili oil 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.
The more differentiated opening is chili oil: Sprouts Farmers Market stocks only 4 there, so Don Chilio Chile Crisp, Serrano, Medium Hot stands out rather than blending in.
Sprouts Farmers Market merchandises 2 of the 2 categories the brand sells.
non-gmo, vegetarian against the store's assortment lean.
brand excitement 60/100.
enters a thin chili oil shelf as a point of difference.
The full runway
Every category Don Chilio plays in across the Bay Area grocers we track, and where it stands at Sprouts Farmers Market. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
What to bring to land
Don Chilio’s SKUs Sprouts Farmers Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Presence and depth are measured from Sprouts Farmers 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. Sprouts Farmers Market profile →