Elmhurst at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Elmhurst is a brand specializing in plant-based milk alternatives, offering a range of products made from nuts, grains, and seeds.
Elmhurst isn’t on Fairfax Market’s shelf yet. The opening: 5 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Clean Protein Pistachio Crème, Protein Shake in Protein Drinks.
Fairfax Market stocks protein drinks 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.
Fairfax Market carries coffee creamers in real depth, 29 SKUs against a fleet median of 13, 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 protein drinks: Fairfax Market stocks only 6 there, so Elmhurst Clean Protein Pistachio Crème, Protein Shake stands out rather than blending in. Lead with the protein drinks, and position the coffee creamers as a finishing or gift item.
Fairfax Market merchandises 6 of the 7 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 75/100.
enters a thin protein drinks shelf as a point of difference.
The full runway
Every category Elmhurst plays in across the Bay Area grocers we track, and where it stands at Fairfax 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.
How it prices
Where it would price in protein drinks. Each dot is a product on the shelf, by its cost per fl oz (hover for which).
What to bring to land
Elmhurst’s SKUs Fairfax Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Presence and depth are measured from Fairfax 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. Fairfax Market profile →
