Reading the shelf…
Minor Figures is a brand specializing in plant-based milk products, particularly oat milk designed for coffee enthusiasts. Their offerings include a variety of Barista Oat Milk products, which are crafted to complement coffee and are available in organic and lite versions. The brand also produces ready-to-drink Oat Lattes in flavors like Cinnamon, Classic, Mocha, and Vanilla, made with single-origin cold brew coffee.
Brand Power (0-100) blends four shelf signals. Price position is shown below for context · a value↔premium read, not part of the score.
carried in 14 of 24 Bay Area grocers. how many stores stock the brand.
9 products in the catalog. how deep the product line is (saturating).
spans 2 categories. how many categories the brand plays in (saturating).
each bar is the % of that category's SKUs that are Minor Figures (full bar = 100% of the shelf), grouped by department.
the brands crowding the same categories as Minor Figures · photographed shelf-mates first, then brands stocked beside it at the same grocers, then same-category rivals citywide.
closest to Minor Figures in what it makes — matched on product name, category & description across the whole catalog, wherever they’re sold. Not who it competes with on the shelf.
every Minor Figures product in stock, cheapest first.




Bay Area grocers where neither the digital catalog nor our shelf photos show Minor Figures· but the shelf it belongs on is already there, ranked by fit. Fit blends category coverage, rival presence, price-band match, and openness to independents at this scale; weigh the footprint chips and route notes against it · a 7-door chain and a single great shop are different prizes. Our capture is partial, so a widely-distributed brand may already be carried through channels we don’t index.
Lead with Minor Figures Barista Oat Milk, (Organic) · its most-distributed SKU (14 doors) in Oat Milk, the biggest opening. The closest open door is Mollie Stone's Markets · 5 rivals already on that shelf.
~3% average share on the shelves it competes on. how dominant it is where it shows up.
priced above 64% of same-category rivals. where it sits on price vs category peers · context, not scored into Brand Power.
27 storefronts across 14 grocers carry it · tap a pin to open the store.
already on that shelf: oatly, califia farms, planet oat
absence = seen in neither the grocer's digital catalog nor our shelf photos (90 days); assortments move. fit reads the shelf, not the buying office — see route notes.
Bay Area stores already carrying Minor Figuresthat meaningfully merchandise other categories it sells but isn't in here yet · ranked by open categories. A door already won, with room on adjacent shelves.
open here: Coffee Drinks
open here: Coffee Drinks
open here: Coffee Drinks
open here: Coffee Drinks
open here: Coffee Drinks
open here: Coffee Drinks
open = the store meaningfully carries that category (real depth, not a token SKU) and Minor Figures sells it elsewhere but has no SKU here.