Milkadamia at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Milkadamia is a brand specializing in non-dairy milk alternatives made from raw macadamia nuts.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with Unsweetened in Macadamia Milk.
Fairfax Market stocks macadamia milk thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 13 other Bay Area grocers.
Fairfax Market carries coffee creamers in real depth, 29 SKUs against a fleet median of 13, 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 macadamia milk: Fairfax Market stocks only 1 there, so Milkadamia Unsweetened stands out rather than blending in. Lead with the macadamia milk, and position the coffee creamers as a finishing or gift item.
Fairfax Market merchandises 2 of the 2 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 80/100.
enters a thin macadamia milk shelf as a point of difference.
The full runway
Every category Milkadamia 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 1 of 6 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Milkadamia’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 →
