Skittles at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
It’s already on the shelf here, with 3 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 2 new doors to enter.
Lead with Original Chewy Candy Sharing Size in Chewy Candy.
Fairfax Market stocks chewy candy 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.
The more differentiated opening is chewy candy: Fairfax Market stocks only 13 there, so Skittles Original Chewy Candy Sharing Size stands out rather than blending in.
Fairfax Market merchandises 4 of the 4 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 30/100.
enters a thin chewy candy shelf as a point of difference.
The full runway
Every category Skittles 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 2 of 4 SKUs. Room to widen the line.
On shelf here, but only 1 of 9 SKUs. Room to widen the line.
How it prices
Where it would price in chewy candy. Each dot is a product on the shelf, by its cost per oz (hover for which). Skittles (orange) sits well above the shelf.
What to bring to expand
Skittles’ 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 →
