Vita Coco at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Vita Coco is a brand specializing in coconut-based beverages and products.
It’s already on the shelf here, with 5 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 2 new doors to enter.
Lead with Coconut Water, Pineapple in Coconut Water.
United Markets stocks coconut water thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 7 other Bay Area grocers.
United Markets merchandises 3 of the 3 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 70/100.
maps onto categories the store already runs.
The full runway
Every category Vita Coco 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 5 of 15 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in coconut water. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Vita Coco (orange) sits above the shelf.
What to bring to expand
Vita Coco’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 →
