Nulo at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Nulo isn’t on Fairfax Market’s shelf yet. The opening: 4 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Freestyle Grain-Free Adult Trim Salmon & Lentils Recipe Dry Cat Food in Dry Cat Food.
Fairfax Market stocks dry cat food 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.
Fairfax Market carries wet cat food in real depth, 80 SKUs against a fleet median of 21, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf.
Fairfax Market merchandises 4 of the 4 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 70/100.
the categories it plays in are already deep here.
The full runway
Every category Nulo plays in across the Bay Area grocers we track, and where it stands at Fairfax 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
How it prices
Where it would price in dry cat food. Each dot is a product on the shelf, by its cost per oz (hover for which). Nulo (orange) sits above the shelf.
What to bring to land
Nulo’s SKUs Fairfax Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Presence and depth are measured from Fairfax 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. Fairfax Market profile →
