Reading the shelf…
World Market is a conventional independent running 4 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Nestlé Toll House isn’t on World Market’s shelf yet in any of its 4 stores. The opening: 1 category where the shelf is already deep and the brand runs strong elsewhere.
Lead with Mini Morsel Cookies in Packaged Cookies.
World Market stocks packaged cookies 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.
World Market merchandises 1 of the 1 category the brand sells.
no strong clean/diet signal either way.
brand excitement 45/100.
maps onto categories the store already runs.
Every category Nestlé Toll House plays in across the Bay Area grocers we track, and where it stands at World Market. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Where it would price in packaged cookies. Each dot is a product on the shelf, by its cost per oz (hover for which).
Nestlé Toll House’s SKUs World Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Presence and depth are measured from World 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. World Market profile →