Elmhurst at Sprouts Farmers Market
Sprouts Farmers Market is a natural independent running 1 Bay Area store, mid-size at about 20,322 sq ft each, indexing high on clean-organic versus other Bay Area grocers.
Elmhurst is a brand specializing in plant-based milk alternatives, offering a range of products made from nuts, grains, and seeds.
It’s already on the shelf here, with 16 SKUs across 6 categories. The growth is depth and breadth: 2 categories to widen and 1 new door to enter.
Lead with Maple Walnut Barista Edition in Other Milk Alternatives.
Sprouts Farmers Market stocks other milk alternatives thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
Sprouts Farmers Market carries protein drinks in real depth, 93 SKUs against a fleet median of 22, 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 other milk alternatives: Sprouts Farmers Market stocks only 12 there, so Elmhurst Maple Walnut Barista Edition stands out rather than blending in. Lead with the other milk alternatives, and position the protein drinks as a finishing or gift item.
Sprouts Farmers Market merchandises 7 of the 7 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 75/100.
enters a thin other milk alternatives shelf as a point of difference.
The full runway
Every category Elmhurst plays in across the Bay Area grocers we track, and where it stands at Sprouts Farmers 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 6 of 8 SKUs. Room to widen the line.
On shelf here, but only 3 of 6 SKUs. Room to widen the line.
How it prices
Where it would price in other milk alternatives. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Elmhurst (orange) sits well above the shelf.
What to bring to expand
Elmhurst’s SKUs Sprouts Farmers 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 Sprouts Farmers 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. Sprouts Farmers Market profile →
