San Pellegrino at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
San Pellegrino is a renowned brand specializing in sparkling natural mineral water and Italian sparkling beverages.
It’s already on the shelf here, with 10 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 4 new doors to enter.
Lead with Italian Sparkling Drink Pompelmo in Sparkling Juice.
Fairfax Market stocks sparkling juice 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.
Fairfax Market carries sparkling water in real depth, 109 SKUs against a fleet median of 46.5, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf.
Fairfax Market merchandises 6 of the 7 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 50/100.
the categories it plays in are already deep here.
The full runway
Every category San Pellegrino 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.
On shelf here, but only 6 of 28 SKUs. Room to widen the line.
On shelf here, but only 4 of 18 SKUs. Room to widen the line.
How it prices
Where it would price in sparkling juice. Each dot is a product on the shelf, by its cost per fl oz (hover for which). San Pellegrino (orange) sits below the shelf.
What to bring to expand
San Pellegrino’s SKUs Fairfax Market 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 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 →
