Reading the shelf…
Fairfax Market is a independent grocer running 1 Bay Area store.
Nurturme Organic Baby Food isn’t on Fairfax Market’s shelf yet. The opening: 2 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Sweet Potato + Mango + Guava Quinoa Milk Coconut Cream Pea Protein Organic Dairy-free Yogurt Alternative in Dairy-Free Yogurt.
Fairfax Market stocks dairy-free yogurt 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.
The more differentiated opening is dairy-free yogurt: Fairfax Market stocks only 4 there, so NurturMe Organic Baby Food Sweet Potato + Mango + Guava Quinoa Milk Coconut Cream Pea Protein Organic Dairy-free Yogurt Alternative stands out rather than blending in.
Fairfax Market merchandises 2 of the 2 categories the brand sells.
organic, vegetarian against the store's assortment lean.
brand excitement 60/100.
enters a thin dairy-free yogurt shelf as a point of difference.
Every category Nurturme Organic Baby Food 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.
Where it would price in dairy-free yogurt. Each dot is a product on the shelf, by its cost per oz (hover for which). Nurturme Organic Baby Food (orange) sits below the shelf.
Nurturme Organic Baby Food’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 →