Sunsweet 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.
Lead with Amazin Prunes Value Pack in Dried Prunes.
Fairfax Market stocks dried prunes 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.
Fairfax Market carries vegetable juice in real depth, 19 SKUs against a fleet median of 9.5, 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 prunes: Fairfax Market stocks only 4 there, so Sunsweet Amazin Prunes Value Pack stands out rather than blending in. Lead with the dried prunes, and position the vegetable juice as a finishing or gift item.
Fairfax Market merchandises 3 of the 4 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 40/100.
enters a thin dried prunes shelf as a point of difference.
The full runway
Every category Sunsweet 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 10 SKUs. Room to widen the line.
On shelf here, but only 1 of 6 SKUs. Room to widen the line.
What to bring to expand
Sunsweet’s 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 →
