Reading the shelf…

Shelf playbook

Essential Everyday at Community Market CA

Community Market CA is a independent grocer running 1 Bay Area store.

Essential Everyday is a value-focused private-label grocery brand whose range centers on pantry staples: baking ingredients, canned vegetables and beans, coffee, condiments, oils and…

Essential Everyday isn’t on Community Market CA’s shelf yet. The opening: 42 categories where the shelf is already deep and the brand runs strong elsewhere.

opportunity / 100

Category fit · 35%73

Community Market CA merchandises 83 of the 114 categories the brand sells.

Values match · 25%35

vegetarian against the store's assortment lean.

Brand pull · 25%20

brand excitement 20/100.

White space · 15%60

maps onto categories the store already runs.

The full runway

Every category Essential Everyday plays in across the Bay Area grocers we track, and where it stands at Community Market CA. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.

Canned Diced TomatoesEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Community Market CA depth 8 SKUs (fleet median 11)Essential Everyday here 0/9

up against: cadia 3, muir glen 3, bionaturae 1, jovial 1

OlivesEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Community Market CA depth 17 SKUs (fleet median 19.5)Essential Everyday here /6

How it prices

Where it would price in canned tomato sauce. Each dot is a product on the shelf, by its cost per oz (hover for which).

shelf median $0.31/oz

$0.17/oz$0.33/oz

What to bring to land

Essential Everyday’s SKUs Community Market CA doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.

Essential Everyday Dry Black Beans

$2.09$0.13/ozat 5 grocers

Essential Everyday Pinto Beans

$2.69$0.17/ozat 5 grocers

Essential Everyday Garbanzo Beans

$3.19$0.20/oz

Presence and depth are measured from Community Market CA’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. Community Market CA profile →

Cream CheeseEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Community Market CA depth 7 SKUs (fleet median 11.5)Essential Everyday here 0/4

up against: kite hill 2, clover sonoma 1, nancy's 1, nuts for cheese 1, organic valley® 1

HoneyEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Community Market CA depth 27 SKUs (fleet median 17)Essential Everyday here 0/3

up against: gipson's golden 4, collett’s humboldt honey 3, humboldt honey 3, colletts humboldt honey 2, lover's lane farm 2

Apple Cider VinegarEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Community Market CA depth 5 SKUs (fleet median 5)Essential Everyday here 0/3

up against: nana mae's organics 2, bragg 1, cadia 1

SaltsEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Community Market CA depth 13 SKUs (fleet median 17)Essential Everyday here 0/3

up against: saltverk 3, a. vogel 2, real salt 2, redmond 2, celtic sea salt 1

Canned Tomato SauceEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Community Market CA depth 3 SKUs (fleet median 5)Essential Everyday here 0/3

up against: muir glen 2, cadia 1

CrackersEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Community Market CA depth 62 SKUs (fleet median 85)Essential Everyday here 0/2

up against: mary's gone crackers 10, simple mills 6, back to nature 5, edward & sons 5, ella's flats all seed savory crisps 4

Peanut ButterEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Community Market CA depth 11 SKUs (fleet median 15)Essential Everyday here 0/2

up against: once again 4, cadia 2, maranatha 2, justin's 1, pb2 1

Ice CreamEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Community Market CA depth 55 SKUs (fleet median 130)Essential Everyday here 0/2

up against: straus family creamery 11, green girl bakeshop 7, alden’s organic 5, cosmic bliss 5, arctic zero 4

Canned Crushed TomatoesEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Community Market CA depth 4 SKUs (fleet median 7.5)Essential Everyday here 0/2

up against: bionaturae 2, cadia 1, jovial 1

Canned Black BeansEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Community Market CA depth 6 SKUs (fleet median 6)Essential Everyday here 0/2

up against: cadia 2, eden foods 2, fillo's 1, jovial 1

Graham CrackersEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Community Market CA depth 4 SKUs (fleet median 4.5)Essential Everyday here 0/2

up against: annie's 2, nairn's 1, pamela's 1

Latin and Hispanic Seasoning MixesEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Community Market CA depth 5 SKUs (fleet median 6)Essential Everyday here 0/2

up against: riega 3, simply organic 1, spicely organics 1

Tomato PasteEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Community Market CA depth 3 SKUs (fleet median 7)Essential Everyday here 0/2

up against: amore 1, bionaturae 1, cadia 1

MozzarellaEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Community Market CA depth 4 SKUs (fleet median 10)Essential Everyday here 0/2

up against: organic valley® 1, petaluma creamery 1, rumiano cheese company 1, treeline 1

Canned Kidney BeansEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Community Market CA depth 3 SKUs (fleet median 4)Essential Everyday here 0/2

up against: eden foods 2, cadia 1

KetchupEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Community Market CA depth 6 SKUs (fleet median 6)Essential Everyday here 0/2

up against: cadia 1, organicville 1, portlandia 1, primal kitchen 1, sodus packing corporation 1

Frozen FruitEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Community Market CA depth 4 SKUs (fleet median 7)Essential Everyday here 0/1

up against: cadia 2, seal the seasons 2

Gravy MixEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Community Market CA depth 3 SKUs (fleet median 3)Essential Everyday here 0/1

up against: simply organic 3

Ground CoffeeEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Community Market CA depth 17 SKUs (fleet median 44)Essential Everyday here 0/1

up against: black oak coffee roasters 3, four sigmatic 3, bella rosa coffee 2, bella rosa coffee company 2, cadia 2

Ground PaprikaEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Community Market CA depth 3 SKUs (fleet median 5)Essential Everyday here 0/1

up against: spicely organics 3

MayonnaiseEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Community Market CA depth 16 SKUs (fleet median 15)Essential Everyday here 0/1

up against: follow your heart 6, chosen foods 2, sir kensington's 2, woodstock 2, cadia 1

Olive OilsEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Community Market CA depth 15 SKUs (fleet median 31)Essential Everyday here 0/1

up against: california olive ranch 2, sunhawk farms 2, bariani olive oil 1, cadia 1, cobram estate 1

+ 90 more categories (mostly fully stocked or too thin to matter).