Reading the shelf…

Shelf playbook

Essential Everyday 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.

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 Sprouts Farmers Market’s shelf yet. The opening: 63 categories where the shelf is already deep and the brand runs strong elsewhere.

◆ The wedge · where to start

Lead with Green Beans, Cut in Frozen Green Beans.

Sprouts Farmers Market stocks frozen green beans thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.

The more differentiated opening is frozen green beans: Sprouts Farmers Market stocks only 3 there, so Essential Everyday Green Beans, Cut stands out rather than blending in.

opportunity / 100

Category fit · 35%80

Sprouts Farmers Market merchandises 91 of the 114 categories the brand sells.

Values match · 25%100

vegetarian against the store's assortment lean.

Brand pull · 25%20

brand excitement 20/100.

White space · 15%100

enters a thin frozen green beans shelf as a point of difference.

The full runway

Every category Essential Everyday 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.

Frozen VegetablesEnter

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

Sprouts Farmers Market depth 11 SKUs (fleet median 8.5)Essential Everyday here 0/11

up against: sprouts 8, puravida 2, stahlbush island farms 1

Canned Diced TomatoesEnter

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

Sprouts Farmers Market depth 19 SKUs (fleet median 11)Essential Everyday here 0/9

up against:

What to bring to land

Essential Everyday’s SKUs Sprouts Farmers Market 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 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 →

Frozen Mixed VegetablesEnter

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

Sprouts Farmers Market depth 13 SKUs (fleet median 7)Essential Everyday here 0/8

up against: sprouts 6, puravida 4, tattooed chef 2, puravida foods inc 1

Cheese BlendEnter

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

Sprouts Farmers Market depth 14 SKUs (fleet median 6)Essential Everyday here 0/6

up against: sprouts 11, organic valley® 2, belgioioso 1

OlivesEnter

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

Sprouts Farmers Market depth 23 SKUs (fleet median 19.5)Essential Everyday here 0/6

up against: sprouts 15, jeff's garden 5, delallo 2, big picture foods 1

Cream CheeseEnter

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

Sprouts Farmers Market depth 10 SKUs (fleet median 11.5)Essential Everyday here 0/4

up against: organic valley® 2, sprouts 2, good culture 1, green valley creamery 1, kite hill 1

Yellow MustardEnter

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

Sprouts Farmers Market depth 4 SKUs (fleet median 3)Essential Everyday here 0/3

up against: sprouts 2, organicville 1, smash kitchen 1

HoneyEnter

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

Sprouts Farmers Market depth 42 SKUs (fleet median 17)Essential Everyday here 0/3

up against: sprouts 8, nature nate's 6, local hive 5, comvita 3, heavenly organics 3

Apple Cider VinegarEnter

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

Sprouts Farmers Market depth 11 SKUs (fleet median 5)Essential Everyday here 0/3

up against: bragg 6, sprouts 3, fresh press farms 2

SaltsEnter

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

Sprouts Farmers Market depth 28 SKUs (fleet median 17)Essential Everyday here 0/3

up against: sprouts 15, celtic sea salt 3, maldon 2, real salt 2, baja gold salt co 1

Canned Tomato SauceEnter

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

Sprouts Farmers Market depth 11 SKUs (fleet median 5)Essential Everyday here 0/3

up against: sprouts 6, muir glen 2, pomì 2, mutti 1

Canned Whole TomatoesEnter

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

Sprouts Farmers Market depth 9 SKUs (fleet median 6)Essential Everyday here 0/2

up against: sprouts 4, cento 3, muir glen 1, mutti 1

CrackersEnter

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

Sprouts Farmers Market depth 102 SKUs (fleet median 85)Essential Everyday here 0/2

up against: simple mills 16, sprouts 13, back to nature 11, annie's 10, milton's 9

Peanut ButterEnter

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

Sprouts Farmers Market depth 39 SKUs (fleet median 15)Essential Everyday here 0/2

up against: sprouts 13, peanut butter & co. 8, justin's 4, once again 4, santa cruz organic 4

Ice CreamEnter

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

Sprouts Farmers Market depth 165 SKUs (fleet median 130)Essential Everyday here 0/2

up against: alden’s organic 24, van leeuwen 17, ice cream for bears 13, so delicious 12, cosmic bliss 11

Canned Crushed TomatoesEnter

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

Sprouts Farmers Market depth 13 SKUs (fleet median 7.5)Essential Everyday here 0/2

up against: sprouts 7, cento 2, muir glen 2, mutti 2

Frozen Green BeansEnter

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

Sprouts Farmers Market depth 3 SKUs (fleet median 2)Essential Everyday here 0/2

up against: sprouts 2, puravida 1

Canned Black BeansEnter

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

Sprouts Farmers Market depth 10 SKUs (fleet median 6)Essential Everyday here 0/2

up against: sprouts 3, a dozen cousins 1, bioitalia 1, fillo's 1, green valley creamery 1

Canned White BeansEnter

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

Sprouts Farmers Market depth 5 SKUs (fleet median 1.5)Essential Everyday here 0/2

up against: sprouts 3, delallo 1, jovial 1

Granulated SugarsEnter

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

Sprouts Farmers Market depth 4 SKUs (fleet median 4)Essential Everyday here 0/2

up against: wholesome 2, just date 1, sprouts 1

Graham CrackersEnter

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

Sprouts Farmers Market depth 12 SKUs (fleet median 4.5)Essential Everyday here 0/2

up against: annie's 6, once again 3, kinnikinnick 1, nairn's 1, schär 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.

Sprouts Farmers Market depth 24 SKUs (fleet median 6)Essential Everyday here 0/2

up against: siete 8, simply organic 5, spanglish asadero 5, kinder's 2, sprouts 2

Tomato PasteEnter

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

Sprouts Farmers Market depth 8 SKUs (fleet median 7)Essential Everyday here 0/2

up against: amore 2, sprouts 2, bionaturae 1, cento 1, muir glen 1

MozzarellaEnter

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

Sprouts Farmers Market depth 16 SKUs (fleet median 10)Essential Everyday here 0/2

up against: sprouts 5, belgioioso 3, mauro & gianni 2, buf creamery 1, good planet 1

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