Nancy's at Sprouts Farmers Market
Sprouts Farmers Market is a natural independent running 1 Bay Area store, mid-size at about 20,322 sq ft each, indexing high on clean-organic versus other Bay Area grocers.
Nancy's is a pioneering brand of cultured dairy and non-dairy products, known for its commitment to quality and health.
It’s already on the shelf here, with 14 SKUs across 8 categories. The growth is depth and breadth: 5 categories to widen and 1 new door to enter.
Lead with Sour Cream in Sour Cream.
Sprouts Farmers Market stocks sour cream thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 5 other Bay Area grocers.
Sprouts Farmers Market carries greek & icelandic yogurt in real depth, 98 SKUs against a fleet median of 36, 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 sour cream: Sprouts Farmers Market stocks only 4 there, so Nancy's Sour Cream stands out rather than blending in. Lead with the sour cream, and position the greek & icelandic yogurt as a finishing or gift item.
Sprouts Farmers Market merchandises 9 of the 10 categories the brand sells.
grass-fed, non-gmo, organic against the store's assortment lean.
brand excitement 45/100.
enters a thin sour cream shelf as a point of difference.
The full runway
Every category Nancy's plays in across the Bay Area grocers we track, and where it stands at Sprouts Farmers 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 5 of 13 SKUs. Room to widen the line.
On shelf here, but only 2 of 3 SKUs. Room to widen the line.
What to bring to expand
Nancy's’ SKUs Sprouts Farmers 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 Sprouts Farmers 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. Sprouts Farmers Market profile →
