Icelandic Provisions at Sprouts Farmers Market
Sprouts Farmers Market is a natural independent running 1 Bay Area store, mid-size at about 20,322 sq ft each, indexing high on clean-organic versus other Bay Area grocers.
It’s already on the shelf here, with 10 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with Extra Creamy Skyr, Passion Fruit & Mango in Greek & Icelandic Yogurt.
Sprouts Farmers Market stocks greek & icelandic yogurt 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.
Sprouts Farmers Market carries greek & icelandic yogurt in real depth, 98 SKUs against a fleet median of 36, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf.
Sprouts Farmers Market merchandises 2 of the 2 categories the brand sells.
no strong clean/diet signal either way.
an established national brand with proven demand.
the categories it plays in are already deep here.
The full runway
Every category Icelandic Provisions plays in across the Bay Area grocers we track, and where it stands at Sprouts Farmers Market. 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 10 of 19 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 greek & icelandic yogurt. Each dot is a product on the shelf, by its cost per oz (hover for which). Icelandic Provisions (orange) sits above the shelf.
What to bring to expand
Icelandic Provisions’ SKUs Sprouts Farmers Market 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 Sprouts Farmers Market’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. Sprouts Farmers Market profile →
