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Two Hy-Vee sub-brands anchor the top of the similarity graph: Hy-Vee Pharmacy at 0.97 and Hy-Vee Gas Station at 0.97, forming a near-identical pair that reflects how tightly the grocery audience overlaps with its own ecosystem. That internal cluster is the first peak; the second is a broader Midwestern convenience-and-fuel band that extends well beyond the Hy-Vee brand.
The shape is two-peak. The first peak is the Hy-Vee family itself: Hy-Vee Fast & Fresh (0.96) joins the pharmacy and gas station as the three closest neighbors, all sharing subcategories in pharmacies, gas stations, and convenience stores. The second peak is a regional convenience cluster: Kwik Shop (0.85), Runza (0.85), and Kum & Go (0.83) represent the gas station and QSR formats that draw audiences with nearly identical composition. Between those two peaks sits Slumberland Furniture (0.89) — a furniture retailer whose audience shape lands closer to Hy-Vee than any other grocery store in the top 10 except Fareway Stores (0.85), the only other General Grocery Store subcategory neighbor. Bob Evans (0.85) and Meijer Pharmacy (0.84) round out the set, adding casual dining and pharmacy subcategories to the mix. Notably, the top 10 contains only one fellow general grocery store, while convenience, fuel, and pharmacy formats collectively dominate — suggesting the audience's shape is defined less by grocery shopping broadly and more by a specific Midwestern, errand-consolidating behavioral pattern.
That pattern — one brand's own sub-properties as the nearest neighbors, followed by a tight regional convenience cluster — points to an audience that moves through a compact, overlapping set of everyday retail touchpoints.
