India Tree at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
India Tree is a family-owned brand that specializes in clean-label pantry staples, including sugars, spices, and natural decorations.
It’s already on the shelf here, with 8 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 12 new doors to enter.
Lead with Carnival Mix in Sprinkles.
United Markets stocks sprinkles thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
United Markets carries popcorn in real depth, 58 SKUs against a fleet median of 26, 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 sprinkles: United Markets stocks only 8 there, so India Tree Carnival Mix stands out rather than blending in. Lead with the sprinkles, and position the popcorn as a finishing or gift item.
United Markets merchandises 15 of the 18 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 50/100.
enters a thin sprinkles shelf as a point of difference.
The full runway
Every category India Tree 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 6 of 14 SKUs. Room to widen the line.
On shelf here, but only 2 of 5 SKUs. Room to widen the line.
What to bring to expand
India Tree’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 →
