Nielsen-massey at Costco
Costco is a discount independent running 1 Bay Area store, large-format at about 134,398 sq ft each, indexing high on established names versus other Bay Area grocers.
Nielsen-Massey is a renowned brand specializing in high-quality vanilla extracts, pastes, and flavors.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen.
Lead with Madagascar Bourbon Pure Vanilla Extract in Vanilla Extract.
Costco stocks vanilla extract 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.
The more differentiated opening is vanilla extract: Costco stocks only 2 there, so Nielsen-Massey Madagascar Bourbon Pure Vanilla Extract stands out rather than blending in.
Costco merchandises 2 of the 5 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 55/100.
enters a thin vanilla extract shelf as a point of difference.
The full runway
Every category Nielsen-massey plays in across the Bay Area grocers we track, and where it stands at Costco. 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 10 SKUs. Room to widen the line.
The store barely carries this category, so it is a hard sell.
The store barely carries this category, so it is a hard sell.
What to bring to expand
Nielsen-massey’s SKUs Costco doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf
How to get on the shelf · Costco
enriched 2026-09-05Costco typically sources products directly from suppliers, often through category buyers who evaluate new items for their warehouses. For emerging brands, the realistic first step is to contact the local Costco warehouse directly. You can approach the store manager or the department manager relevant to your product category. Bringing samples of your product is essential, as Costco values the opportunity to taste and evaluate new offerings firsthand. When presenting your product, keep in mind that Costco looks for items that offer high quality at competitive prices, with a focus on bulk purchasing. Highlighting unique selling points, such as organic ingredients or innovative packaging, can also help your product stand out in their assortment.
Presence and depth are measured from Costco’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. Costco profile →
