Dr. Bronner's at Community Market CA
Community Market CA is a independent grocer running 1 Bay Area store.
Dr. Bronner's is a family-owned company known for its organic and fair-trade personal care products, especially its Pure-Castile soaps.
It’s already on the shelf here, with 4 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen.
Lead with Coconut Oil, Virgin, Whole Kernel in Coconut Oil.
Community Market CA stocks coconut oil 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.
The more differentiated opening is coconut oil: Community Market CA stocks only 7 there, so Dr. Bronner's Coconut Oil, Virgin, Whole Kernel stands out rather than blending in.
Community Market CA merchandises 2 of the 12 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 60/100.
enters a thin coconut oil shelf as a point of difference.
The full runway
Every category Dr. Bronner's plays in across the Bay Area grocers we track, and where it stands at Community Market CA. 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 9 SKUs. Room to widen the line.
On shelf here, but only 1 of 3 SKUs. Room to widen the line.
How it prices
Where it would price in coconut oil. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Dr. Bronner's (orange) sits in line with the shelf.
What to bring to expand
Dr. Bronner's’ SKUs Community Market CA 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 Community Market CA’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. Community Market CA profile →
