V8 at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
It’s already on the shelf here, with 12 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 1 new door to enter.
Lead with Antioxidants Original 100% Vegetable Juice in Vegetable Juice.
Fairfax Market stocks vegetable juice thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
Fairfax Market carries fruit juice & blends in real depth, 85 SKUs against a fleet median of 39, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf.
Fairfax Market merchandises 3 of the 3 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 40/100.
the categories it plays in are already deep here.
The full runway
Every category V8 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.
On shelf here, but only 10 of 15 SKUs. Room to widen the line.
On shelf here, but only 2 of 6 SKUs. Room to widen the line.
How it prices
Where it would price in vegetable juice. Each dot is a product on the shelf, by its cost per fl oz (hover for which). V8 (orange) sits in line with the shelf.
What to bring to expand
V8’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 →
