Made In Nature at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Made in Nature is a brand that specializes in organic dried fruits and snacks.
It’s already on the shelf here, with 7 SKUs across 6 categories. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with Dried Deglet Noor Dates, Organic in Dried Dates.
United Markets stocks dried dates 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 dried raisins in real depth, 14 SKUs against a fleet median of 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 dried dates: United Markets stocks only 9 there, so Made In Nature Dried Deglet Noor Dates, Organic stands out rather than blending in. Lead with the dried dates, and position the dried raisins as a finishing or gift item.
United Markets merchandises 7 of the 10 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 55/100.
enters a thin dried dates shelf as a point of difference.
The full runway
Every category Made In Nature 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 2 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 dried dates. Each dot is a product on the shelf, by its cost per oz (hover for which). Made In Nature (orange) sits in line with the shelf.
What to bring to expand
Made In Nature’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 →
