Fancy Feast at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Fancy Feast is a premium cat food brand known for its gourmet offerings, providing a variety of wet and dry cat food options, as well as treats and meal toppers.
It’s already on the shelf here, with 39 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 1 new door to enter.
Lead with Purina Fancy Feast Dry Cat Food with Savory Farm-Raised Chicken and Turkey in Dry Cat Food.
Fairfax Market stocks dry cat food 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.
Fairfax Market carries wet cat food in real depth, 80 SKUs against a fleet median of 21, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf.
Fairfax Market merchandises 3 of the 3 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 40/100.
the categories it plays in are already deep here.
The full runway
Every category Fancy Feast 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.
On shelf here, but only 36 of 95 SKUs. Room to widen the line.
On shelf here, but only 3 of 5 SKUs. Room to widen the line.
How it prices
Where it would price in dry cat food. Each dot is a product on the shelf, by its cost per oz (hover for which). Fancy Feast (orange) sits above the shelf.
What to bring to expand
Fancy Feast’s SKUs Fairfax Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf · showing 24 of 39
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 →
