Morton at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
Morton is a well-known brand specializing in salt products. Their offerings include a variety of salts for culinary use, such as kosher and sea salt, as well as water softener salts that…
Morton isn’t on Driver's Market’s shelf yet. The opening: 3 categories where the shelf is already deep and the brand runs strong elsewhere.
Driver's Market merchandises 3 of the 3 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 25/100.
the categories it plays in are already deep here.
The full runway
Every category Morton 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
How it prices
Where it would price in pepper. Each dot is a product on the shelf, by its cost per oz (hover for which). Morton (orange) sits in line with the shelf.
What to bring to land
Morton’s SKUs Driver's Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →
