Hellmann's at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
It’s already on the shelf here, with 14 SKUs across 1 category. The growth is depth and breadth: 1 category to widen, replicated across all 6 stores.
Lead with Real Mayonnaise, Squeeze Bottle, 25 fl oz, 2-count in Mayonnaise.
Target stocks mayonnaise 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.
Target carries mayonnaise in real depth, 42 SKUs against a fleet median of 15, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf.
Target merchandises 1 of the 1 category the brand sells.
no strong clean/diet signal either way.
brand excitement 35/100.
the categories it plays in are already deep here.
The full runway · across 6 stores
Every category Hellmann's plays in across the Bay Area grocers we track, and where it stands at Target. 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 14 of 16 SKUs. Room to widen the line.
How it prices
Where it would price in mayonnaise. Each dot is a product on the shelf, by its cost per fl oz (hover for which).
What to bring to expand
Hellmann's’ SKUs Target 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 Target’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. Target profile →
