Kikkoman at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Kikkoman is a renowned brand specializing in the production of soy sauce and a variety of Asian-inspired sauces and condiments.
It’s already on the shelf here, with 13 SKUs across 6 categories. The growth is depth and breadth: 6 categories to widen and 6 new doors to enter.
Lead with Rice Seasoning, Sweet Cooking in Mirin.
Fairfax Market stocks mirin 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 mirin: Fairfax Market stocks only 1 there, so Kikkoman Rice Seasoning, Sweet Cooking stands out rather than blending in.
Fairfax Market merchandises 15 of the 16 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 50/100.
enters a thin mirin shelf as a point of difference.
The full runway
Every category Kikkoman plays in across the Bay Area grocers we track, and where it stands at Fairfax 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 6 of 24 SKUs. Room to widen the line.
On shelf here, but only 3 of 4 SKUs. Room to widen the line.
What to bring to expand
Kikkoman’s SKUs Fairfax 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 Fairfax 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. Fairfax Market profile →
