Dynasty at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Dynasty is a leading brand of Asian specialty food ingredients, offering a diverse range of products designed for Chinese, Thai, and Southeast Asian cooking.
It’s already on the shelf here, with 17 SKUs across 13 categories. The growth is depth and breadth: 3 categories to widen and 3 new doors to enter.
Lead with Sesame Oil, Premium, Hot in Sesame Oil.
United Markets stocks sesame oil 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 jasmine rice in real depth, 18 SKUs against a fleet median of 7.5, 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 sesame oil: United Markets stocks only 10 there, so Dynasty Sesame Oil, Premium, Hot stands out rather than blending in. Lead with the sesame oil, and position the jasmine rice as a finishing or gift item.
United Markets merchandises 17 of the 19 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 40/100.
enters a thin sesame oil shelf as a point of difference.
The full runway
Every category Dynasty 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 3 of 4 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
How it prices
Where it would price in sesame oil. Each dot is a product on the shelf, by its cost per fl oz (hover for which).
What to bring to expand
Dynasty’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 →
