Hershey's at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Hershey's is a renowned brand specializing in candy and baking ingredients, particularly known for its chocolate products.
It’s already on the shelf here, with 19 SKUs across 6 categories. The growth is depth and breadth: 6 categories to widen and 2 new doors to enter.
Lead with Assorted Chocolate Flavored Candy Variety Party Pack, 25 oz in Variety Pack Candies.
United Markets stocks variety pack candies 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 ice cream in real depth, 309 SKUs against a fleet median of 130, 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 variety pack candies: United Markets stocks only 2 there, so Hershey's Assorted Chocolate Flavored Candy Variety Party Pack, 25 oz stands out rather than blending in. Lead with the variety pack candies, and position the ice cream as a finishing or gift item.
United Markets merchandises 8 of the 8 categories the brand sells.
non-gmo, vegetarian against the store's assortment lean.
brand excitement 50/100.
enters a thin variety pack candies shelf as a point of difference.
The full runway
Every category Hershey's 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 13 of 52 SKUs. Room to widen the line.
On shelf here, but only 2 of 9 SKUs. Room to widen the line.
What to bring to expand
Hershey'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 →
