Purina Friskies at Safeway
Safeway is a conventional independent running 13 Bay Area stores, large-format at about 37,374 sq ft each, indexing high on established names versus other Bay Area grocers.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen, replicated across all 13 stores.
Lead with Gravy Wet Cat Food, Shreds Turkey & Cheese Dinner in Wet Cat Food.
Safeway stocks wet cat food 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.
The more differentiated opening is wet cat food: Safeway stocks only 5 there, so Purina Friskies Gravy Wet Cat Food, Shreds Turkey & Cheese Dinner stands out rather than blending in.
Safeway merchandises 1 of the 3 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 30/100.
enters a thin wet cat food shelf as a point of difference.
The full runway · across 13 stores
Every category Purina Friskies plays in across the Bay Area grocers we track, and where it stands at Safeway. 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 1 of 41 SKUs. Room to widen the line.
The store barely carries this category, so it is a hard sell.
The store barely carries this category, so it is a hard sell.
What to bring to expand
Purina Friskies’ SKUs Safeway 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 Safeway’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. Safeway profile →
