Minor Figures at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
Minor Figures is a brand specializing in plant-based milk products, particularly oat milk designed for coffee enthusiasts.
It’s already on the shelf here, with 4 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with Barista Oat, Organic in Oat Milk.
Driver's Market stocks oat milk 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 oat milk: Driver's Market stocks only 12 there, so Minor Figures Barista Oat, Organic stands out rather than blending in.
Driver's Market merchandises 2 of the 2 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 85/100.
enters a thin oat milk shelf as a point of difference.
The full runway
Every category Minor Figures 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 4 of 6 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 oat milk. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Minor Figures (orange) sits above the shelf.
What to bring to expand
Minor Figures’ 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 →
