Zevia at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Zevia is a Los Angeles-based beverage brand known for producing zero-calorie, zero-sugar sodas, energy drinks, organic teas, and mixers.
It’s already on the shelf here, with 11 SKUs across 5 categories. The growth is depth and breadth: 4 categories to widen and 3 new doors to enter.
Lead with Soda, Zero Sugar, Creamy Root Beer in Root Beer.
Fairfax Market stocks root beer thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 4 other Bay Area grocers.
Fairfax Market merchandises 8 of the 9 categories the brand sells.
non-gmo, vegan against the store's assortment lean.
brand excitement 51/100.
maps onto categories the store already runs.
The full runway
Every category Zevia 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 5 of 17 SKUs. Room to widen the line.
How it prices
Where it would price in root beer. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Zevia (orange) sits in line with the shelf.
What to bring to expand
Zevia’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 →
