That's Smart! at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
It’s already on the shelf here, with 4 SKUs across 3 categories. The growth is depth and breadth: 2 new doors to enter.
Fairfax Market merchandises 5 of the 5 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 50/100.
the categories it plays in are already deep here.
The full runway
Every category That's Smart! 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.
Already stocked here in other categories, so this one is a natural extension.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in dry cat food. Each dot is a product on the shelf, by its cost per oz (hover for which).
What to bring to expand
That's Smart!’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 →