Dr. Bronner's at Mill Valley Market
Mill Valley Market is a specialty independent running 1 Bay Area store, mid-size at about 8,590 sq ft each.
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 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with Coconut Oil, Virgin, Whole Kernel in Coconut Oil.
Mill Valley 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.
Mill Valley Market carries chocolate candies in real depth, 423 SKUs against a fleet median of 159, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is coconut oil: Mill Valley Market stocks only 7 there, so Dr. Bronner's Coconut Oil, Virgin, Whole Kernel stands out rather than blending in. Lead with the coconut oil, and position the chocolate candies as a finishing or gift item.
Mill Valley 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 Mill Valley 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 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 above the shelf.
What to bring to expand
Dr. Bronner's’ SKUs Mill Valley 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 Mill Valley 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. Mill Valley Market profile →
