Reading the shelf…
Fairfax Market is a independent grocer running 1 Bay Area store.
The New Zealand Natural Pet Food Co. isn’t on Fairfax Market’s shelf yet. The opening: 3 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Meow Lamb Green Tripe Freeze Dried Cat Treats in Cat Treats.
Fairfax Market stocks cat treats 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.
Fairfax Market merchandises 3 of the 3 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 70/100.
maps onto categories the store already runs.
Every category The New Zealand Natural Pet Food Co. 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Where it would price in cat treats. Each dot is a product on the shelf, by its cost per oz (hover for which). The New Zealand Natural Pet Food Co. (orange) sits well above the shelf.
The New Zealand Natural Pet Food Co.’s SKUs Fairfax Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.