Field Day at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Field Day is a brand dedicated to providing a variety of organic and natural grocery products, emphasizing quality and sustainability.
It’s already on the shelf here, with 7 SKUs across 7 categories. The growth is depth and breadth: 1 category to widen and 63 new doors to enter.
Lead with Crackers, Organic, Golden Round in Crackers.
United Markets stocks crackers 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.
United Markets carries crackers in real depth, 224 SKUs against a fleet median of 85, 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 71 of the 71 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 50/100.
the categories it plays in are already deep here.
The full runway
Every category Field Day 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 1 of 4 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 crackers. Each dot is a product on the shelf, by its cost per oz (hover for which). Field Day (orange) sits below the shelf.
What to bring to expand
Field Day’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 →
