Gerber at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 3 new doors to enter.
Lead with Graduates Cookies & Crackers Vanilla Wheat Biscuits in Baby Snacks.
United Markets stocks baby snacks thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
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. The more differentiated opening is baby snacks: United Markets stocks only 8 there, so Gerber Graduates Cookies & Crackers Vanilla Wheat Biscuits stands out rather than blending in. Lead with the baby snacks, and position the traditional yogurt as a finishing or gift item.
United Markets merchandises 4 of the 6 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 40/100.
enters a thin baby snacks shelf as a point of difference.
The full runway
Every category Gerber 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 14 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 baby snacks. Each dot is a product on the shelf, by its cost per oz (hover for which). Gerber (orange) sits below the shelf.
What to bring to expand
Gerber’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 →
