Reading the shelf…

Shelf playbook

Suzie's at United Markets

United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.

Suzie's is a brand specializing in organic condiments and crackers, known for using clean, simple ingredients without preservatives or artificial additives.

Suzie's isn’t on United Markets’ shelf yet. The opening: 13 categories where the shelf is already deep and the brand runs strong elsewhere.

◆ The wedge · where to start

Lead with Organics Organic Cocktail Sauce in Cocktail Sauce.

United Markets stocks cocktail sauce 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.

United Markets carries crackers in real depth, 224 SKUs against a fleet median of 85, 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 cocktail sauce: United Markets stocks only 4 there, so Suzie's Organics Organic Cocktail Sauce stands out rather than blending in. Lead with the cocktail sauce, and position the crackers as a finishing or gift item.

opportunity / 100

Category fit · 35%100

United Markets merchandises 15 of the 15 categories the brand sells.

Values match · 25%35

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

Brand pull · 25%55

brand excitement 55/100.

White space · 15%100

enters a thin cocktail sauce shelf as a point of difference.

The full runway

Every category Suzie's 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.

MayonnaiseEnter

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

United Markets depth 35 SKUs (fleet median 15)Suzie's here 0/3

up against: best foods 10, sir kensington's 5, duke's 3, cadia 2, follow your heart 2

CrackersEnter

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

What to bring to land

Suzie's’ SKUs United Markets doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.

Suzie's Mustard, Organic, Yellow

$3.59$0.45/ozat 8 grocers

Suzie's Organic Saltine Crackers with Olive Oil

$6.39$0.09/ozat 8 grocers

Suzie's Ketchup, Organic, Tomato

$5.99$0.30/oz

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 →

United Markets depth 224 SKUs (fleet median 85)

Other SaucesEnter

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

United Markets depth 17 SKUs (fleet median 11)Suzie's here 0/2

up against: kevin's natural foods 2, siete 2, darbo 1, duerr's 1, dynasty 1

Honey MustardEnter

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

United Markets depth 7 SKUs (fleet median 2)Suzie's here 0/1

up against: inglehoffer 2, beaver 1, boar's head 1, french's® 1, maille 1

Hot SaucesEnter

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

United Markets depth 50 SKUs (fleet median 27.5)Suzie's here 0/1

up against: cholula 5, tabasco 5, lucky dog 4, melinda's 4, frank's redhot® 3

KetchupEnter

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

United Markets depth 16 SKUs (fleet median 6)Suzie's here 0/1

up against: heinz 8, best yet 2, cadia 1, g hughes 1, hunt's 1

Ranch DressingEnter

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

United Markets depth 19 SKUs (fleet median 7)Suzie's here 0/1

up against: hidden valley 5, briannas 2, marie's 2, toby's 2, bolthouse farms 1

Rice CakesEnter

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

United Markets depth 29 SKUs (fleet median 9)Suzie's here 0/1

up against: lundberg family farms 14, quaker 11, element 3, edward & sons 1

Taco SaucesEnter

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

United Markets depth 10 SKUs (fleet median 2)Suzie's here 0/1

up against: la victoria 5, pico pica 2, kevin's natural foods 1, simply organic 1, somos 1

Tartar SaucesEnter

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

United Markets depth 5 SKUs (fleet median 2)Suzie's here 0/1

up against: beaver 1, e. waldo ward & son 1, kraft 1, louisiana fish fry products 1, sau-sea 1

Yellow MustardEnter

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

United Markets depth 9 SKUs (fleet median 3)Suzie's here 0/1

up against: french's® 2, best yet 1, cadia 1, colman’s 1, heinz 1

Cocktail SauceEnter

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

United Markets depth 4 SKUs (fleet median 2)Suzie's here 0/1

up against: beaver 1, e. waldo ward & son 1, heinz 1, louisiana fish fry products 1

Dijon MustardEnter

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

United Markets depth 16 SKUs (fleet median 6)Suzie's here 0/1

up against: edmond fallot 4, grey poupon 4, maille 3, beaver 1, cadia 1

Spicy Brown MustardThin shelf

The store barely carries this category, so it is a hard sell.

United Markets depth 2 SKUs (fleet median 2)Suzie's here 0/1

up against: beaver 1, gulden's 1

Buffalo SaucesThin shelf

The store barely carries this category, so it is a hard sell.

United Markets depth 2 SKUs (fleet median 2)Suzie's here 0/1

up against: kinder's 1, slap ya mama 1