Nutella at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Nutella is a globally recognized brand known for its iconic hazelnut and cocoa spread.
It’s already on the shelf here, with 2 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 3 new doors to enter.
Lead with & Go Hazelnut Spread with Breadsticks, On-the-Go Snack Cups, Snack Packs, 1.8 oz in Hazelnut Spread.
United Markets stocks hazelnut spread thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 6 other Bay Area grocers.
United Markets carries ice cream in real depth, 309 SKUs against a fleet median of 130, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is hazelnut spread: United Markets stocks only 2 there, so Nutella & Go Hazelnut Spread with Breadsticks, On-the-Go Snack Cups, Snack Packs, 1.8 oz stands out rather than blending in. Lead with the hazelnut spread, and position the ice cream as a finishing or gift item.
United Markets merchandises 4 of the 5 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 50/100.
enters a thin hazelnut spread shelf as a point of difference.
The full runway
Every category Nutella plays in across the Bay Area grocers we track, and where it stands at United Markets. 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 2 of 8 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Nutella’s SKUs United Markets doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf
Presence and depth are measured from United Markets’ 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. United Markets profile →
