Nummy Tum-tum at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Nummy Tum-tum isn’t on Fairfax Market’s shelf yet. The opening: 1 category where the shelf is already deep and the brand runs strong elsewhere.
Lead with Nummy Tum Tum Supplement for All Your Pets, 100% Pure Organic Sweet Potato in Wet Dog Food.
Fairfax Market stocks wet dog food 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.
Fairfax Market merchandises 1 of the 2 categories the brand sells.
organic against the store's assortment lean.
brand excitement 60/100.
maps onto categories the store already runs.
The full runway
Every category Nummy Tum-tum 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.
The store barely carries this category, so it is a hard sell.
How it prices
Where it would price in wet dog food. Each dot is a product on the shelf, by its cost per oz (hover for which).
What to bring to land
Nummy Tum-tum’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 →