Vital Farms at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Vital Farms is a brand that specializes in pasture-raised eggs and butter, emphasizing ethical food production and animal welfare.
It’s already on the shelf here, with 6 SKUs across 4 categories. The growth is depth and breadth: 2 categories to widen.
Lead with Organic Pasture Raised Hard Boiled Eggs 6 Count in Prepared Eggs.
United Markets stocks prepared eggs 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.
United Markets carries salted butter in real depth, 18 SKUs against a fleet median of 9, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is prepared eggs: United Markets stocks only 5 there, so Vital Farms Organic Pasture Raised Hard Boiled Eggs 6 Count stands out rather than blending in. Lead with the prepared eggs, and position the salted butter as a finishing or gift item.
United Markets merchandises 4 of the 5 categories the brand sells.
grass-fed, non-gmo, organic against the store's assortment lean.
brand excitement 70/100.
enters a thin prepared eggs shelf as a point of difference.
The full runway
Every category Vital Farms 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 3 of 17 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
What to bring to expand
Vital Farms’ 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 →
