Fairlife at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
It’s already on the shelf here, with 4 SKUs across 2 categories. The growth is depth and breadth: 1 new door to enter.
Fairfax Market merchandises 3 of the 3 categories the brand sells.
no strong clean/diet signal either way.
an established national brand with proven demand.
maps onto categories the store already runs.
The full runway
Every category Fairlife 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.
Already stocked here in other categories, so this one is a natural extension.
Fully stocked here (3/3 SKUs).
How it prices
Where it would price in lactose-free milk. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Fairlife (orange) sits above the shelf.
What to bring to expand
Fairlife’s SKUs Fairfax Market 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 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 →
