Lactaid at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Lactaid is a leading brand specializing in lactose-free dairy products, allowing those with lactose intolerance to enjoy dairy without discomfort.
It’s already on the shelf here, with 4 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 5 new doors to enter.
Lead with 2% Reduced Fat Milk in Lactose-Free Milk.
Fairfax Market stocks lactose-free milk thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 8 other Bay Area grocers.
The more differentiated opening is lactose-free milk: Fairfax Market stocks only 10 there, so Lactaid 2% Reduced Fat Milk stands out rather than blending in.
Fairfax Market merchandises 6 of the 6 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 45/100.
enters a thin lactose-free milk shelf as a point of difference.
The full runway
Every category Lactaid 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 4 of 12 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 lactose-free milk. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Lactaid (orange) sits in line with the shelf.
What to bring to expand
Lactaid’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 →
