Purely Elizabeth at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Purely Elizabeth is a natural and organic food company that focuses on nutrient-rich breakfast and snack products.
It’s already on the shelf here, with 12 SKUs across 3 categories. The growth is depth and breadth: 3 categories to widen.
Lead with Apple Cinnamon Superfood Oatmeal Cup, Organic in Quick Oats.
United Markets stocks quick oats thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 4 other Bay Area grocers.
United Markets carries cereal in real depth, 171 SKUs against a fleet median of 56, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf.
United Markets merchandises 3 of the 7 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 75/100.
the categories it plays in are already deep here.
The full runway
Every category Purely Elizabeth 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 7 of 26 SKUs. Room to widen the line.
On shelf here, but only 4 of 13 SKUs. Room to widen the line.
How it prices
Where it would price in quick oats. Each dot is a product on the shelf, by its cost per oz (hover for which). Purely Elizabeth (orange) sits well above the shelf.
What to bring to expand
Purely Elizabeth’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 →
