Lactaid at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
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 8 SKUs across 3 categories. The growth is depth and breadth: 1 category to widen and 3 new doors to enter.
Lead with 2% Reduced Fat Milk in Lactose-Free Milk.
United Markets 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 3 other Bay Area grocers.
United Markets carries ice cream in real depth, 309 SKUs against a fleet median of 130, 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 lactose-free milk: United Markets stocks only 14 there, so Lactaid 2% Reduced Fat Milk stands out rather than blending in. Lead with the lactose-free milk, and position the ice cream as a finishing or gift item.
United Markets 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 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 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 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 →
