Mccormick at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
McCormick is a well-established brand known for its extensive range of spices and seasoning mixes, which have been staples in kitchens since 1889.
It’s already on the shelf here, with 8 SKUs across 5 categories. The growth is depth and breadth: 5 categories to widen and 9 new doors to enter, replicated across all 6 stores.
Lead with Old Bay Seasoning in Seafood Seasoning.
Target stocks seafood seasoning 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.
Target carries mayonnaise in real depth, 42 SKUs against a fleet median of 15, 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 seafood seasoning: Target stocks only 1 there, so McCormick Old Bay Seasoning stands out rather than blending in. Lead with the seafood seasoning, and position the mayonnaise as a finishing or gift item.
Target merchandises 47 of the 70 categories the brand sells.
non-gmo, vegan against the store's assortment lean.
brand excitement 45/100.
enters a thin seafood seasoning shelf as a point of difference.
The full runway · across 6 stores
Every category Mccormick plays in across the Bay Area grocers we track, and where it stands at Target. 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 24 SKUs. Room to widen the line.
On shelf here, but only 2 of 13 SKUs. Room to widen the line.
What to bring to expand
Mccormick’s SKUs Target 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 Target’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. Target profile →
