Lawry's® at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
It’s already on the shelf here, with 12 SKUs across 7 categories. The growth is depth and breadth: 3 categories to widen and 4 new doors to enter.
Lead with Coarse Ground With Parsley Garlic Salt in Garlic Salt.
Fairfax Market stocks garlic salt thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 5 other Bay Area grocers.
Fairfax Market carries dip and sauce mixes in real depth, 19 SKUs against a fleet median of 6, 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 garlic salt: Fairfax Market stocks only 3 there, so Lawry's® Coarse Ground With Parsley Garlic Salt stands out rather than blending in. Lead with the garlic salt, and position the dip and sauce mixes as a finishing or gift item.
Fairfax Market merchandises 11 of the 12 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 40/100.
enters a thin garlic salt shelf as a point of difference.
The full runway
Every category Lawry's® 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 2 of 4 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
What to bring to expand
Lawry's®’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 →
