Fage at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
FAGE is an international dairy company known for its authentic Greek strained yogurt, which is made using fresh milk and live active cultures.
It’s already on the shelf here, with 14 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with 0% Fat Lactose Free BestSelf Plain Greek Yogurt in Greek & Icelandic Yogurt.
United Markets stocks greek & icelandic yogurt 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 traditional yogurt in real depth, 146 SKUs against a fleet median of 48, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf.
United Markets merchandises 2 of the 2 categories the brand sells.
keto, non-gmo against the store's assortment lean.
brand excitement 50/100.
the categories it plays in are already deep here.
The full runway
Every category Fage 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 14 of 21 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in greek & icelandic yogurt. Each dot is a product on the shelf, by its cost per oz (hover for which). Fage (orange) sits in line with the shelf.
What to bring to expand
Fage’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 →
