Reading the shelf…
Fairfax Market is a independent grocer running 1 Bay Area store.
Somi isn’t on Fairfax Market’s shelf yet. The opening: 1 category where the shelf is already deep and the brand runs strong elsewhere.
Lead with Seigoin Kabura no Momiji Grated Ponzu in Soy Sauces.
Fairfax Market stocks soy sauces 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.
The more differentiated opening is soy sauces: Fairfax Market stocks only 13 there, so Somi Seigoin Kabura no Momiji Grated Ponzu stands out rather than blending in.
Fairfax Market merchandises 1 of the 1 category the brand sells.
no strong clean/diet signal either way.
brand excitement 50/100.
enters a thin soy sauces shelf as a point of difference.
Every category Somi 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Where it would price in soy sauces. Each dot is a product on the shelf, by its cost per fl oz (hover for which).
Somi’s SKUs Fairfax Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →