S&w at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
S&W is a brand specializing in canned goods, particularly canned beans and tomatoes.
It’s already on the shelf here, with 22 SKUs across 8 categories. The growth is depth and breadth: 5 categories to widen and 2 new doors to enter.
Lead with Organic Garbanzo Beans Chick Peas in Canned Chickpeas.
United Markets stocks canned chickpeas thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
United Markets carries canned diced tomatoes in real depth, 22 SKUs against a fleet median of 11, 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 canned chickpeas: United Markets stocks only 9 there, so S&W Organic Garbanzo Beans Chick Peas stands out rather than blending in. Lead with the canned chickpeas, and position the canned diced tomatoes as a finishing or gift item.
United Markets merchandises 10 of the 10 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 30/100.
enters a thin canned chickpeas shelf as a point of difference.
The full runway
Every category S&w 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 5 of 6 SKUs. Room to widen the line.
On shelf here, but only 4 of 5 SKUs. Room to widen the line.
How it prices
Where it would price in canned chickpeas. Each dot is a product on the shelf, by its cost per oz (hover for which). S&w (orange) sits below the shelf.
What to bring to expand
S&w’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 →
