Swanson's at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
It’s already on the shelf here, with 17 SKUs across 3 categories. The growth is depth and breadth: 2 categories to widen and 1 new door to enter.
Lead with Unsalted Beef Stock in Beef Broth.
United Markets stocks beef broth 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 beef broth: United Markets stocks only 11 there, so Swanson's Unsalted Beef Stock stands out rather than blending in.
United Markets merchandises 4 of the 4 categories the brand sells.
non-gmo, vegetarian against the store's assortment lean.
brand excitement 30/100.
enters a thin beef broth shelf as a point of difference.
The full runway
Every category Swanson'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.
On shelf here, but only 10 of 17 SKUs. Room to widen the line.
On shelf here, but only 5 of 6 SKUs. Room to widen the line.
How it prices
Where it would price in beef broth. Each dot is a product on the shelf, by its cost per oz (hover for which). Swanson's (orange) sits in line with the shelf.
What to bring to expand
Swanson's’ SKUs United Markets 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 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 →
