Santa Cruz Organic at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Santa Cruz Organic is a pioneer in the organic food and beverage sector, offering a wide variety of products such as fruit juices, lemonades, and apple sauces.
It’s already on the shelf here, with 20 SKUs across 7 categories. The growth is depth and breadth: 5 categories to widen and 3 new doors to enter.
Lead with 100% Organic Lime Juice in Lime Juice.
United Markets stocks lime juice 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.
United Markets carries fruit juice & blends in real depth, 124 SKUs against a fleet median of 39, 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 lime juice: United Markets stocks only 8 there, so Santa Cruz Organic 100% Organic Lime Juice stands out rather than blending in. Lead with the lime juice, and position the fruit juice & blends as a finishing or gift item.
United Markets merchandises 10 of the 11 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 45/100.
enters a thin lime juice shelf as a point of difference.
The full runway
Every category Santa Cruz Organic 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 15 SKUs. Room to widen the line.
On shelf here, but only 3 of 7 SKUs. Room to widen the line.
How it prices
Where it would price in lime juice. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Santa Cruz Organic (orange) sits well above the shelf.
What to bring to expand
Santa Cruz Organic’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 →
