Dream at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Dream is a brand specializing in plant-based milk alternatives, offering a variety of non-dairy beverages such as ricemilk, oatmilk, and coconutmilk.
It’s already on the shelf here, with 2 SKUs across 1 category. The growth is depth and breadth: 1 category to widen.
Lead with Vegan Ricemilk Unsweetened Original with Calcium & Vitamin D in Rice Milk.
Fairfax Market stocks rice milk thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 7 other Bay Area grocers.
The more differentiated opening is rice milk: Fairfax Market stocks only 2 there, so Dream Vegan Ricemilk Unsweetened Original with Calcium & Vitamin D stands out rather than blending in.
Fairfax Market merchandises 1 of the 1 category the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 60/100.
enters a thin rice milk shelf as a point of difference.
The full runway
Every category Dream plays in across the Bay Area grocers we track, and where it stands at Fairfax 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 6 SKUs. Room to widen the line.
What to bring to expand
Dream’s SKUs Fairfax 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 Fairfax 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. Fairfax Market profile →
