Dream at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
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 & Dairy Free Ricemilk Original with Calcium & Vitamin D in Rice Milk.
United Markets 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 10 other Bay Area grocers.
The more differentiated opening is rice milk: United Markets stocks only 4 there, so Dream Vegan & Dairy Free Ricemilk Original with Calcium & Vitamin D stands out rather than blending in.
United Markets 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 United Markets. 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 United Markets 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 United Markets’ 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. United Markets profile →
