The Honest Kitchen at Community Market CA
Community Market CA is a independent grocer running 1 Bay Area store.
The Honest Kitchen is a pet food brand that specializes in producing human-grade dog and cat food.
It’s already on the shelf here, with 7 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 2 new doors to enter.
Lead with Food for Dogs, Natural, Turkey & Autumn Veggies Pate in Wet Dog Food.
Community Market CA stocks wet dog food 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.
The more differentiated opening is wet dog food: Community Market CA stocks only 10 there, so The Honest Kitchen Food for Dogs, Natural, Turkey & Autumn Veggies Pate stands out rather than blending in.
Community Market CA merchandises 6 of the 6 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 70/100.
enters a thin wet dog food shelf as a point of difference.
The full runway
Every category The Honest Kitchen plays in across the Bay Area grocers we track, and where it stands at Community Market CA. 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 4 of 6 SKUs. Room to widen the line.
On shelf here, but only 3 of 12 SKUs. Room to widen the line.
How it prices
Where it would price in wet dog food. Each dot is a product on the shelf, by its cost per oz (hover for which). The Honest Kitchen (orange) sits above the shelf.
What to bring to expand
The Honest Kitchen’s SKUs Community Market CA 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 Community Market CA’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. Community Market CA profile →
