Minute Rice 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 4 SKUs across 3 categories. The growth is depth and breadth: 2 categories to widen and 2 new doors to enter.
Lead with Instant Brown Rice, Gluten-Free in Brown Rice.
United Markets stocks brown rice 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 boxed grain meal & sides in real depth, 53 SKUs against a fleet median of 14, 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 brown rice: United Markets stocks only 11 there, so Minute Rice Instant Brown Rice, Gluten-Free stands out rather than blending in. Lead with the brown rice, and position the boxed grain meal & sides as a finishing or gift item.
United Markets merchandises 6 of the 6 categories the brand sells.
non-gmo, vegetarian against the store's assortment lean.
brand excitement 35/100.
enters a thin brown rice shelf as a point of difference.
The full runway
Every category Minute Rice 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 2 of 3 SKUs. Room to widen the line.
On shelf here, but only 1 of 3 SKUs. Room to widen the line.
How it prices
Where it would price in brown rice. Each dot is a product on the shelf, by its cost per oz (hover for which). Minute Rice (orange) sits above the shelf.
What to bring to expand
Minute Rice’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 →
