Primal Kitchen at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Primal Kitchen is a health-focused American food brand known for its range of condiments, sauces, and pantry staples.
It’s already on the shelf here, with 8 SKUs across 6 categories. The growth is depth and breadth: 5 categories to widen and 19 new doors to enter.
Lead with Avocado Oil in Avocado Oil.
United Markets stocks avocado oil 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 avocado oil: United Markets stocks only 9 there, so Primal Kitchen Avocado Oil stands out rather than blending in.
United Markets merchandises 30 of the 31 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 70/100.
enters a thin avocado oil shelf as a point of difference.
The full runway
Every category Primal Kitchen 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 7 SKUs. Room to widen the line.
On shelf here, but only 2 of 5 SKUs. Room to widen the line.
How it prices
Where it would price in avocado oil. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Primal Kitchen (orange) sits above the shelf.
What to bring to expand
Primal Kitchen’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 →
