Elmhurst at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Elmhurst is a brand specializing in plant-based milk alternatives, offering a range of products made from nuts, grains, and seeds.
It’s already on the shelf here, with 4 SKUs across 4 categories. The growth is depth and breadth: 2 categories to widen and 3 new doors to enter.
Lead with Unsweetened Coconut Cashew Milk in Other Milk Alternatives.
United Markets stocks other milk alternatives thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 5 other Bay Area grocers.
United Markets carries protein drinks in real depth, 46 SKUs against a fleet median of 22, 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 milk alternatives: United Markets stocks only 4 there, so Elmhurst Unsweetened Coconut Cashew Milk stands out rather than blending in. Lead with the other milk alternatives, and position the protein drinks as a finishing or gift item.
United Markets merchandises 7 of the 7 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 75/100.
enters a thin other milk alternatives 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 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 1 of 8 SKUs. Room to widen the line.
On shelf here, but only 1 of 3 SKUs. Room to widen the line.
How it prices
Where it would price in other milk alternatives. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Elmhurst (orange) sits below the shelf.
What to bring to expand
Elmhurst’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 →
