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$args = array(
	'post_type' => 'product',
	'tax_query' => array(
	    array(
	        'taxonomy' => 'product_cat',
	        'field'    => 'id',
	        'terms'    => $cat_id
	    ),
	    array(
            'taxonomy'      => 'product_visibility',
            'field'         => 'slug',
            'terms'         => 'exclude-from-catalog', // Possibly 'exclude-from-search' too
            'operator'      => 'NOT IN'
        )
	)
);
$query = new WP_Query( $args );