A2 Milk at Pacific Market
Pacific Market is a specialty independent running 2 Bay Area stores.
a2 Milk is a dairy brand that specializes in producing milk products containing only the A2 type of beta-casein protein, which is easier on digestion for some individuals.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter, replicated across all 2 stores.
Lead with 2% Reduced Fat Milk in Plain Milk.
Pacific Market stocks plain milk thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 5 other Bay Area grocers.
The more differentiated opening is plain milk: Pacific Market stocks only 11 there, so a2 Milk 2% Reduced Fat Milk stands out rather than blending in.
Pacific Market merchandises 3 of the 3 categories the brand sells.
grass-fed, pasture-raised against the store's assortment lean.
an established national brand with proven demand.
enters a thin plain milk shelf as a point of difference.
The full runway · across 2 stores
Every category A2 Milk plays in across the Bay Area grocers we track, and where it stands at Pacific 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 1 of 5 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 plain milk. Each dot is a product on the shelf, by its cost per fl oz (hover for which). A2 Milk (orange) sits in line with the shelf.
What to bring to expand
A2 Milk’s SKUs Pacific 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 Pacific 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. Pacific Market profile →
