Mackays at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
It’s already on the shelf here, with 2 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 1 new door to enter.
Lead with World Market Mackays Lime Curd in Fruit Curds.
United Markets stocks fruit curds 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.
United Markets carries fruit preserves in real depth, 26 SKUs against a fleet median of 11.5, 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 fruit curds: United Markets stocks only 2 there, so World Market Mackays Lime Curd stands out rather than blending in. Lead with the fruit curds, and position the fruit preserves as a finishing or gift item.
United Markets merchandises 3 of the 3 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 50/100.
enters a thin fruit curds shelf as a point of difference.
The full runway
Every category Mackays 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 1 of 3 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
Mackays’ 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 →
