Imperial 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.
Lead with Vegetable Oil Spread in Non-Butter Oil Spreads.
United Markets stocks non-butter oil spreads 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.
The more differentiated opening is non-butter oil spreads: United Markets stocks only 9 there, so Imperial Vegetable Oil Spread stands out rather than blending in.
United Markets merchandises 1 of the 1 category the brand sells.
no strong clean/diet signal either way.
brand excitement 30/100.
enters a thin non-butter oil spreads shelf as a point of difference.
The full runway
Every category Imperial 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 2 SKUs. Room to widen the line.
How it prices
Where it would price in non-butter oil spreads. Each dot is a product on the shelf, by its cost per oz (hover for which).
What to bring to expand
Imperial’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 →