Singing Dog Vanilla at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Singing Dog Vanilla isn’t on United Markets’ shelf yet. The opening: 3 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Organic Double Strength Pure Vanilla Extract in Vanilla Extract.
United Markets stocks vanilla extract 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 cake frosting in real depth, 13 SKUs against a fleet median of 4.5, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is vanilla extract: United Markets stocks only 7 there, so Singing Dog Vanilla Organic Double Strength Pure Vanilla Extract stands out rather than blending in. Lead with the vanilla extract, and position the cake frosting as a finishing or gift item.
United Markets merchandises 3 of the 4 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 50/100.
enters a thin vanilla extract shelf as a point of difference.
The full runway
Every category Singing Dog Vanilla 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
How it prices
Where it would price in vanilla extract. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Singing Dog Vanilla (orange) sits below the shelf.
What to bring to land
Singing Dog Vanilla’s SKUs United Markets doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →
