Dr. Bronner's at Driver's Market
Driver's Market 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 2 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with Coconut Oil, Organic Virgin in Coconut Oil.
Driver's Market 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: Driver's Market stocks only 7 there, so Dr. Bronner's Coconut Oil, Organic Virgin stands out rather than blending in.
Driver's Market 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 Driver's 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 2 of 3 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 coconut oil. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Dr. Bronner's (orange) sits well above the shelf.
What to bring to expand
Dr. Bronner's’ SKUs Driver's 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 Driver's 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. Driver's Market profile →
