Fancy Feast at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
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 18 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.
United Markets 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 4 other Bay Area grocers.
United Markets carries wet cat food in real depth, 64 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. The more differentiated opening is dry cat food: United Markets stocks only 10 there, so Purina Fancy Feast Dry Cat Food with Savory Farm-Raised Chicken and Turkey stands out rather than blending in. Lead with the dry cat food, and position the wet cat food as a finishing or gift item.
United Markets merchandises 3 of the 3 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 40/100.
enters a thin dry cat food shelf as a point of difference.
The full runway
Every category Fancy Feast 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 17 of 95 SKUs. Room to widen the line.
On shelf here, but only 1 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 well above the shelf.
What to bring to expand
Fancy Feast’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 →
