Lifeway at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Lifeway Foods, Inc. is a health food company based in Morton Grove, Illinois, specializing in probiotic dairy products, particularly kefir.
It’s already on the shelf here, with 3 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 2 new doors to enter.
Fairfax Market merchandises 3 of the 3 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 50/100.
maps onto categories the store already runs.
The full runway
Every category Lifeway 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 3 of 40 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Lifeway’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 →
