Reading the shelf…

Shelf playbook

Spicely Organics at Sprouts Farmers Market

Sprouts Farmers Market is a natural independent running 1 Bay Area store, mid-size at about 20,322 sq ft each, indexing high on clean-organic versus other Bay Area grocers.

Spicely Organics is a California-based company that specializes in certified organic, gluten-free, and non-GMO spices, herbs, and seasonings.

Spicely Organics isn’t on Sprouts Farmers Market’s shelf yet. The opening: 32 categories where the shelf is already deep and the brand runs strong elsewhere.

◆ The wedge · where to start

Lead with Nutmeg, Ground, Organic in Dried Nutmeg.

Sprouts Farmers Market stocks dried nutmeg thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 9 other Bay Area grocers.

Sprouts Farmers Market carries other seasoning mixes in real depth, 45 SKUs against a fleet median of 15.5, 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 dried nutmeg: Sprouts Farmers Market stocks only 3 there, so Spicely Organics Nutmeg, Ground, Organic stands out rather than blending in. Lead with the dried nutmeg, and position the other seasoning mixes as a finishing or gift item.

opportunity / 100

Category fit · 35%92

Sprouts Farmers Market merchandises 49 of the 53 categories the brand sells.

Values match · 25%100

non-gmo, organic, vegan against the store's assortment lean.

Brand pull · 25%60

brand excitement 60/100.

White space · 15%100

enters a thin dried nutmeg shelf as a point of difference.

The full runway

Every category Spicely Organics plays in across the Bay Area grocers we track, and where it stands at Sprouts Farmers Market. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.

PepperEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 16 SKUs (fleet median 11)Spicely Organics here 0/13

up against: simply organic 7, sprouts 7, the spice hunter 1, watkins 1

Other SpicesEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 6 SKUs (fleet median 6)

What to bring to land

Spicely Organics’ SKUs Sprouts Farmers Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.

Spicely Organics Cardamom, Ground, Organic

$3.39$7.79/ozat 10 grocers

Spicely Organics Thyme, Organic

$2.89$11.32/ozat 10 grocers

Spicely Organics Bay Leaves, California, Organic

$6.79$75.44/oz

Presence and depth are measured from Sprouts Farmers 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. Sprouts Farmers Market profile →

Spicely Organics here 0/8

Dried CinnamonEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 10 SKUs (fleet median 6.5)Spicely Organics here 0/8

up against: sprouts 6, simply organic 3, oregon's wild harvest 1

Other Seasoning MixesEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 45 SKUs (fleet median 15.5)Spicely Organics here 0/7

up against: simply organic 16, kinder's 11, sprouts 6, the spice hunter 4, loisa 2

Chili PowderEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 5 SKUs (fleet median 5)Spicely Organics here 0/6

up against: sprouts 4, the spice hunter 1

Ground PaprikaEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 7 SKUs (fleet median 5)Spicely Organics here 0/5

up against: simply organic 3, sprouts 3, the spice hunter 1

Dried GarlicEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 6 SKUs (fleet median 4)Spicely Organics here 0/5

up against: sprouts 4, simply organic 1, the spice hunter 1

Dried OreganoEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 4 SKUs (fleet median 3)Spicely Organics here 0/4

up against: sprouts 2, simply organic 1, the spice hunter 1

Dried NutmegEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 3 SKUs (fleet median 3)Spicely Organics here 0/4

up against: sprouts 2, simply organic 1

Dried CardamomEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 4 SKUs (fleet median 3)Spicely Organics here 0/4

up against: sprouts 3, simply organic 1

Dried OnionEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 5 SKUs (fleet median 3.5)Spicely Organics here 0/4

up against: simply organic 2, sprouts 2, the spice hunter 1

Dried ClovesEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 6 SKUs (fleet median 3)Spicely Organics here 0/4

up against: sprouts 4, simply organic 2

Dried CuminEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 4 SKUs (fleet median 4)Spicely Organics here 0/4

up against: sprouts 2, simply organic 1, the spice hunter 1

Seasoning RubsEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 8 SKUs (fleet median 4)Spicely Organics here 0/4

up against: rib rack 5, kinder's 1, sauce goddess 1, sprouts 1

Dried AllspiceEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 3 SKUs (fleet median 2)Spicely Organics here 0/4

up against: sprouts 2, simply organic 1

Dried Bay LeafEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 3 SKUs (fleet median 2)Spicely Organics here 0/3

up against: sprouts 2, simply organic 1

Dried TurmericEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 6 SKUs (fleet median 3)Spicely Organics here 0/3

up against: sprouts 3, the spice hunter 2, simply organic 1

Curry PowderEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 5 SKUs (fleet median 3.5)Spicely Organics here 0/3

up against: sprouts 4, simply organic 1

Dried RosemaryEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 3 SKUs (fleet median 2)Spicely Organics here 0/3

up against: simply organic 1, sprouts 1, the spice hunter 1

Dried Fennel SeedsEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 3 SKUs (fleet median 2)Spicely Organics here 0/3

up against: simply organic 1, sprouts 1, the spice hunter 1

Dried BasilEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 3 SKUs (fleet median 2)Spicely Organics here 0/2

up against: litehouse 1, simply organic 1, sprouts 1

Dried DillEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 3 SKUs (fleet median 2)Spicely Organics here 0/2

up against: litehouse 1, simply organic 1, sprouts 1

Dried MustardEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 3 SKUs (fleet median 2)Spicely Organics here 0/2

up against: sprouts 2, colman’s 1

Dried Vanilla BeanEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 3 SKUs (fleet median 2)Spicely Organics here 0/2

up against: beyond good 1, simply organic 1, sprouts 1

+ 29 more categories (mostly fully stocked or too thin to matter).