Silk at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Silk is a leading American brand specializing in plant-based dairy alternatives.
It’s already on the shelf here, with 17 SKUs across 6 categories. The growth is depth and breadth: 4 categories to widen and 2 new doors to enter.
Lead with Soy Milk Original, Shelf Stable, Dairy Free, Lactose Free, Vegan Milk with 8g Protein per Serving, 32 fl oz in Soy Milk.
United Markets stocks soy milk 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.
United Markets carries coffee creamers in real depth, 35 SKUs against a fleet median of 13, 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 soy milk: United Markets stocks only 7 there, so Silk Soy Milk Original, Shelf Stable, Dairy Free, Lactose Free, Vegan Milk with 8g Protein per Serving, 32 fl oz stands out rather than blending in. Lead with the soy milk, and position the coffee creamers as a finishing or gift item.
United Markets merchandises 8 of the 8 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 65/100.
enters a thin soy milk shelf as a point of difference.
The full runway
Every category Silk 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 6 of 14 SKUs. Room to widen the line.
On shelf here, but only 4 of 10 SKUs. Room to widen the line.
How it prices
Where it would price in soy milk. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Silk (orange) sits below the shelf.
What to bring to expand
Silk’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 →
