Saratoga at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Saratoga is a premium bottled water brand known for its sparkling and still natural spring water, sourced from historic springs in Saratoga Springs, New York.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with Sparkling Carbonated Spring Water 12 Pack Case in Sparkling Water.
Fairfax Market stocks sparkling water 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.
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 2 of the 3 categories the brand sells.
no strong clean/diet signal either way.
an established national brand with proven demand.
the categories it plays in are already deep here.
The full runway
Every category Saratoga 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 1 of 4 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in sparkling water. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Saratoga (orange) sits well above the shelf.
What to bring to expand
Saratoga’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 →
