Natural Value at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Natural Value is a family-owned company established in 1995, focused on providing natural, organic, and eco-friendly products at affordable prices.
It’s already on the shelf here, with 3 SKUs across 2 categories. The growth is depth and breadth: 1 category to widen and 11 new doors to enter.
Lead with Coconut Cream in Canned Coconut Milk And Cream.
United Markets stocks canned coconut milk and cream thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
United Markets carries olives in real depth, 61 SKUs against a fleet median of 19.5, 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 canned coconut milk and cream: United Markets stocks only 13 there, so Natural Value Coconut Cream stands out rather than blending in. Lead with the canned coconut milk and cream, and position the olives as a finishing or gift item.
United Markets merchandises 14 of the 14 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 30/100.
enters a thin canned coconut milk and cream shelf as a point of difference.
The full runway
Every category Natural Value 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.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in canned coconut milk and cream. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Natural Value (orange) sits below the shelf.
What to bring to expand
Natural Value’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 →
